In mild of the fast progress of on-line video consumption over the previous couple of years, video has grow to be a content material medium that manufacturers can not afford to disregard. It’s now an irreplaceable a part of most advertising and marketing methods.

On this publish, we’ll check out some video advertising and marketing statistics that present simply how common video has grow to be amongst each customers and entrepreneurs, and that shed helpful insights you may apply to your video advertising and marketing technique.

We’ll be taught extra about platforms, audiences, developments, and challenges shaping the video advertising and marketing business.

Prepared? Let’s get began!

Editor’s prime picks – video advertising and marketing statistics

These are our most fascinating statistics about video advertising and marketing:

• 86% of companies make the most of video advertising and marketing. (Supply: Wyzowl)
• The overall time spent watching movies elevated by round 249% in 5 years. (Supply: Wistia)
• 22% of entrepreneurs create a couple of movies per week. (Supply: Biteable)

Key video advertising and marketing statistics

First off, let’s check out among the most essential video advertising and marketing statistics it is advisable know.

These stats inform us extra concerning the present utilization/adoption of video advertising and marketing amongst companies, and the latest progress in consumption of video content material amongst customers.

1. 86% of companies make the most of video advertising and marketing

That is the proportion of companies that used video as a advertising and marketing instrument in 2021. It’s hovered across the identical mark for the previous couple of years, having been at 85% in 2020 and 87% in 2019. Nevertheless, it’s up considerably from 61% in 2016.

Supply: Wyzowl

2. 50% of those that use video advertising and marketing have been doing so for no less than a yr

That is in accordance with knowledge by Biteable. It additionally implies that the opposite 50% of video entrepreneurs have solely just lately began utilizing video, and exhibits simply how shortly video advertising and marketing is rising in reputation.

Wyzowl reported individually that 24% of entrepreneurs solely began utilizing video in 2020, and that 51% of these new to video advertising and marketing stated they jumped on the bandwagon as creating movies had grow to be simpler, whereas 47% stated it was a method to reply to new challenges such because the pandemic.

Supply: Biteable and Wyzowl

3. 94% of video advertising and marketing plan to proceed utilizing video sooner or later

As this stat exhibits, the sudden reputation of video advertising and marketing doesn’t appear to be a ‘flash within the pan’, both. The overwhelming majority of entrepreneurs plan to proceed to make use of video lengthy into the long run.

Supply: Biteable

4. Video uploads have elevated by 263.4% in 5 years

That is in accordance with knowledge gathered by Wistia and particularly refers to movies uploaded to their platform. The expansion of uploads on the platform represents a a lot wider pattern.

Curiously, the biggest soar in uploads got here between 2019 and 2020, with the full variety of video information created nearly doubling from round 9 million to 17.5 million. That is in comparison with a a lot smaller improve of simply 32% the yr earlier than and suggests the worldwide pandemic might have accelerated video advertising and marketing adoption.

Supply: Wistia

5. 32% of companies use video as a gross sales instrument

Different common non-marketing makes use of of video content material embrace use in administration and operations messages (29%), human sources messages (27%), management messages (24%), product administration (20%), and buyer help (19%).

Supply: Biteable

6. The overall time spent watching movies elevated by round 249% in 5 years

Whole watch time rose from 3.5 billion minutes to 12.2 billion minutes (which is round 23,211 years)  from 2016 to 2020. The most important soar got here between 2019 and 2020: an 84.8% improve. This big soar was doubtless due not directly to the pandemic, as nationwide lockdown meant customers spent extra time at dwelling consuming content material.

Supply: Wistia

7. 96% of customers say they’ve watched extra video content material on-line because of the pandemic

This stat additional proves that latest occasions have quickly accelerated video consumption. The overwhelming majority of customers admit to watching extra for the reason that onset of the pandemic.

Supply: Wyzowl

Video advertising and marketing effectiveness and advantages

One of the essential questions decision-makers need to know earlier than they put money into video advertising and marketing is what sort of returns they’ll count on. Listed here are some statistics that shed some mild on that query by revealing extra about its many advantages.

8. 87% of entrepreneurs suppose video gives a optimistic return on funding (ROI)

Should you had been nonetheless on the fence about whether or not it’s price investing in video, this stat ought to assist to persuade you. That many entrepreneurs can’t all be fallacious, proper?

Supply: Wyzowl

9. 74% of entrepreneurs suppose video has a higher ROI than static imagery

Static imagery means any visible content material that doesn’t transfer. We’re speaking about infographics, pictures, and so on.

Supply: Biteable

10. 68% of entrepreneurs suppose video has a higher ROI than Google Advertisements

That’s proper, video content material could possibly produce even higher returns per dollar spent than paid advert campaigns.

Supply: Biteable

11. Over 60% of entrepreneurs take into account video to be very/extraordinarily essential to their advertising and marketing technique

That is in accordance with a latest survey of 694 entrepreneurs and small enterprise house owners.

Supply: Biteable

12. 63% of entrepreneurs have a look at video engagement to measure success

Measuring the success of promoting campaigns is at all times a problem. In the case of video advertising and marketing, 63% of entrepreneurs have a look at engagement metrics like shares, feedback, likes to get an concept of their efficiency, whereas 58% take into account general attain to be a very powerful market of success. Curiously, solely 29% checked out gross sales to measure success.

Supply: Wyzowl

13. 84% of video entrepreneurs suppose video has helped with lead era

Lead era entails discovering new potential clients, capturing their curiosity in your product/service, and getting them into your gross sales funnel.

Supply: Wyzowl

14. 86% of video entrepreneurs say video has boosted their website site visitors

Publishing movies might be an effective way to drive extra natural site visitors to your website. This determine is up by 1% from final yr.

Supply: Wyzowl

15. 53% of entrepreneurs say video is nice for constructing consciousness

Other than constructing site visitors, video will also be nice for reaching massive audiences and constructing consciousness of your model.

Supply: Biteable

16. 49% of entrepreneurs suppose video is efficient at participating audiences

As this stat exhibits, nearly half of all entrepreneurs suppose video is a good instrument to enhance viewers engagement.

Supply: Biteable

17. 52% of entrepreneurs suppose video helps construct buyer belief

If bettering belief in your model is one in all your most important advertising and marketing targets, video will help.

Supply: Biteable

18. 83% of entrepreneurs suppose video has elevated their guests’ common time on web page

Movies are extra participating than lengthy partitions of textual content. As such, together with movies in your posts and pages will help to encourage your clients to stay round and increase time spent on web page.

Supply: Wyzowl

19. 94% suppose video has elevated their clients understanding of their enterprise

Many companies use video as a technique to inform clients about their services or products. Explainer movies, how-to movies, and product tutorials are particularly efficient at this.

Supply: Wyzowl

20. 78% of video entrepreneurs suppose it’s had a direct optimistic impression on gross sales

Although most entrepreneurs don’t look to gross sales figures as a marker of the success of their video advertising and marketing campaigns, this stat exhibits that it may possibly nonetheless assist to spice up gross sales figures.

Supply: Wyzowl

21. 43% of video entrepreneurs suppose video has diminished the variety of help calls

Offering how-to movies and tutorials in your website data base might be an effective way to supply visible help to your clients in order that there’s much less want for cellphone help.

Supply: Wyzowl

Video advertising and marketing viewers statistics

The video advertising and marketing statistics under inform us extra concerning the audiences which can be watching movies, how usually they’re watching them, and why they’re watching them.

22. Folks consumer 18 hours of video every week, on common

That works out at round 2.5 hours per day. It’s additionally 2 hours extra per week than a yr in the past and a rise of round 7.5 hours per week during the last 3 years.

Supply: Wyzowl

23. 96% of customers have watched explainer movies to find out about a services or products

Explainer movies are short-form (usually animated) movies utilized in advertising and marketing and gross sales to focus on an organization’s product or enterprise concept in a compelling, easy-to-digest method.

Supply: Wyzowl

24. 84% of individuals have made a purchase order after watching a model’s video

Movies present visible context and detailed details about merchandise that may assist present clients with all the things they should make an knowledgeable buy determination.

Supply: Wyzowl

25. 69% of individuals want watching brief movies to find out about a product/service

This makes it the folks’s most popular technique to obtain product data. Solely 18% of individuals would reasonably be taught extra by studying a text-based web page or publish, 4% by viewing an infographic, 3% by studying an book or attending a webinar, and a pair of% by way of a gross sales name or demo.

Supply: Wyzowl

26. Audiences are twice as prone to share video content material

That is in comparison with every other sort of content material, equivalent to social posts, weblog posts, and so on.

Supply: Wyzowl

Video creation statistics

Listed here are some video creation statistics that inform us extra about how entrepreneurs make video content material, and the prices concerned.

27. 22% of entrepreneurs create a couple of movies per week

… and 14% even make movies each single day!

Supply: Biteable

28. 39% of entrepreneurs create their very own video content material in-house

Extra entrepreneurs produce their very own video content material than outsource it. Solely 17% absolutely outsource video creation.

Supply: Biteable

29. 58% of entrepreneurs use skilled software program to create movies

A part of the explanation video advertising and marketing is changing into extra prevalent is because of technological developments. Skilled video software program now makes it a lot simpler, cheaper, and sooner for manufacturers to create their very own video content material.

Supply: Biteable

30. 38% of entrepreneurs create movies from their smartphones

Curiously, greater than a 3rd of entrepreneurs use smartphone apps to create movies, reasonably than utilizing their desktops. This simply goes to indicate how far smartphone know-how has come.

Supply: Biteable

31. 48% of entrepreneurs make some movies from scratch and others utilizing pre-made templates

Solely 18% use pre-made templates all of the time, whereas 35% make movies from scratch every time.

Supply: Biteable

32. Nearly all of entrepreneurs spend as much as $1000 per video

Creating video content material isn’t low-cost. To supply simply 10 movies, it is best to count on to pay anyplace from $1000 to $10,000 USD.

Supply: Biteable

33. Most entrepreneurs spent underneath $300 on video in 2020

This yr, 23% of entrepreneurs spent underneath $300, which is greater than every other spending bracket.

Supply: Biteable

34. 65% of promoting movies created are displays

This makes presentation the commonest video format amongst entrepreneurs. The second hottest sort of video content material is ads (57%), adopted by explainer movies (47%).

Supply: Biteable

Video advertising and marketing platforms and channels statistics

Subsequent, let’s have a look at some video advertising and marketing statistics concerning the platforms and channels mostly used to distribute video content material.

35. 60% of individuals want on-line video platforms to reside TV

Not solely that however by 2025, it’s estimated that half of all viewers underneath age 32 gained’t subscribe to a paid TV service in any respect.

Supply: Google

36. YouTube is the platform with the best ROI for video content material

Unsurprisingly on condition that it’s the second greatest website on the planet, 35% of entrepreneurs suppose YouTube gives the perfect returns on their funding. Should you’re not publishing your manufacturers’ video content material on YouTube, try to be.

Supply: Biteable

37. 87% of entrepreneurs say YouTube is an efficient channel for them

Once more, this simply goes to indicate how YouTube is a video platform that entrepreneurs can’t afford to disregard.

Supply: Wyzowl

38. 70% of entrepreneurs publish their movies to YouTube

Greater than half of entrepreneurs publish their movies to YouTube. Nevertheless, that is truly a little bit decrease than you may count on, on condition that…

Supply: Biteable

39. 75% of video entrepreneurs publish movies to Fb

Making Fb the entrepreneurs’ best choice with regards to social media platforms to publish movies to. It’s extra common than each YouTube (70%) and Instagram (58%).

Supply: Biteable

40. 70% of video entrepreneurs plan to make use of Fb of their technique this yr

That is truly down by 6% from final yr and will mirror the falling reputation of Fb amongst the youthful era of customers.

Nevertheless, Fb isn’t the one platform to see a drop in utilization amongst video entrepreneurs this yr. Most different social platforms noticed related declines.

For instance, 63% of video entrepreneurs plan on utilizing LinkedIn this yr (down by 3%), 58% plan to make use of Instagram (down by 7%), 31% plan to make use of Twitter (down by 7%). Solely TikTok noticed a rise in use by video entrepreneurs this yr.

Supply: Wyzowl

41. 85% of Fb movies are watched with the hold forth

The upshot: don’t depend on audio to get your message throughout. Be certain your movies are captioned or make sense with out sound.

Supply: Digiday

Word: Wish to be taught extra? Try our roundup of Fb video statistics.

42. Tweets with movies generate 10x the engagement

Twitter’s by no means been a very talked-about video advertising and marketing channel however as this stat exhibits, together with video in your Tweets can positively increase your engagement on the platform.

Supply: Twitter

43. 20% of entrepreneurs distribute content material on TikTok

That is up from 10% in 2019. Nevertheless, it’s nonetheless very low in comparison with different platforms. Regardless of TikTok being some of the common video-sharing social platforms (and one which’s rising quickly), it’s nonetheless not common amongst entrepreneurs.

Supply: Wyzowl

44. Solely 6% of video entrepreneurs plan to make use of Snapchat video

Snapchat stays one other one of many least common platforms amongst video entrepreneurs. It’s even much less common this yr (6%) than final yr (9%).

Supply: Wyzowl

45. 34% of entrepreneurs publish video content material to social platforms within the afternoon

This makes afternoon the preferred time of day to publish movies on social platforms. It’s adopted by night (25%) after which morning (22%). Solely 2% of entrepreneurs publish video content material to social media at night time.

46. 62% of entrepreneurs used webinars to distribute video in 2020

That is up from 46% in 2019. What’s extra, 91% of entrepreneurs suppose their webinars have been an enormous success. This makes it the best distribution channel of 2020.

Supply: Wyzowl

Video advertising and marketing ideas, benchmarks, and finest practices

Subsequent, we’ll share some statistics that present helpful ideas which you’ll apply to your video advertising and marketing campaigns.

47. 81% of entrepreneurs suppose movies that embrace music carry out higher

And an additional 66% suppose movies carry out higher after they embrace a voiceover. The takeaway: ensure you think twice about audio.

Supply: Biteable

48. 64% of entrepreneurs suppose movies that embrace captions carry out higher

Captions present a method for audiences to comply with the dialogue in your video even with the hold forth.

Supply: Biteable

49. 65% of entrepreneurs suppose it’s crucial to indicate variety in movies

Shoppers care about variety. If you wish to present your model in a optimistic mild, take into account this when creating your video content material.

Supply: Biteable

50. Interactive parts positioned initially of movies generate the very best conversion charges

55% of interactive parts utilized in movies are positioned initially, and for good purpose.

During the last 5 years, interactive parts positioned on the finish of movies have generated a median conversion price of 8.7%, in comparison with 7.9% when positioned initially, and three% within the center. Nevertheless, that is simply the 5-year common. If we have a look at simply the information from 2020, it tells a unique story.

In 2020, interactive parts positioned initially appear to be far more practical, producing a 12.7% conversion price in comparison with simply 6.8% when positioned on the finish.

Supply: Wistia

51. The typical engagement price of short-form movies is round 50%

To be particular, movies underneath 1 minute generated a median engagement price of 53.9%. In the meantime, these between 1 and three minutes lengthy averaged 50.6%, and people between 3 and 5 minutes averaged 48.9%. Engagement charges solely begin to drop considerably as we enter the 5-30 minute mark.

Supply: Wistia

52. The typical engagement price of long-form movies (60+ minutes) is round 17%

Audiences appear to have a restricted consideration span with regards to movies. The upshot: if you wish to see higher engagement charges, concentrate on short-form content material.

Supply: Wistia

Video advertising and marketing developments

Listed here are a handful of stats that reveal latest developments which can be altering the way in which we create, distribute, and eat video content material.

53. Over three-quarters of movies are actually watched on cellular

One clear pattern over the previous couple of years is the expansion of cellular content material consumption. 78.4% of digital video viewers watch content material on their cellular units, in accordance with forecasts by eMarketer.

Supply: eMarketer

54. Quick-form movies are essentially the most generally created, however long-form movies are catching up

In 2020, round 4.8m movies underneath a minute in size had been uploaded to the Wistia platform, in comparison with simply 2m within the 1-3 minutes class, and solely 795k within the 30-60 minutes class.

Nevertheless, whereas the general quantity of long-form movies being revealed to Wistia continues to be low, the proof suggests they’re gaining traction.

Over 5 years, the variety of long-form movies (30-60 minutes) being created elevated by 446%, and people between 5 and half-hour elevated by 288%. Comparatively, brief movies that had been 0-1 minutes in size solely elevated by 100.3%.

Supply: Wistia

55. Google now exhibits video thumbnails in 26% of search outcomes

One other pattern we’ve seen over the previous couple of years is the rising use of video content material inside search engine optimization methods. Publishing video content material will help you to rank for aggressive key phrases within the Google search outcomes snippets.

This is a crucial search engine optimization statistic for these of you who need to enhance your natural search technique.

Supply: BrightEdge

56. 40% of entrepreneurs stated their video advertising and marketing technique has been affected by the pandemic

91% of them now really feel video is extra essential for manufacturers, 74% of these affected say the pandemic has made them extra prone to put money into video content material, and 26% say it made them much less doubtless.

Supply: Wyzowl

Video advertising and marketing challenges

Most companies now make the most of video advertising and marketing. Nevertheless, those who don’t usually cite particular limitations and challenges. Listed here are some statistics that inform us extra about these challenges.

57. 66% of entrepreneurs don’t make movies as they suppose it takes an excessive amount of time

Making a video takes much more time than writing a weblog publish. For some companies, the time funding required outweighs the advantages.

Supply: Biteable

58. 37% of entrepreneurs suppose making movies is simply too costly

There are prices concerned in buying recording tools, modifying movies, creating animations, and hiring voiceover artists and actors. All of it shortly provides up!

Supply: Biteable

59. 41% of entrepreneurs don’t create movies as they suppose it’s too difficult…

Many entrepreneurs don’t really feel that creating movies is their space of specialty, and investing time into studying all the talents and data required to create top-notch movies is out of the query for some.

Supply: Biteable

60. …However 80% would create extra movies if there was a better method

This exhibits there’s an enormous demand on the market for software program and companies that make creating video content material simpler and extra inexpensive.

Supply: Biteable

Video advertising and marketing statistic sources

Remaining ideas

That concludes our roundup of video advertising and marketing statistics and developments.

We hope you discovered these data-driven insights helpful and that you would be able to put them to good use in your future video advertising and marketing campaigns.

Should you’re thinking about testing extra advertising and marketing statistics, I’d advocate these: