Video Content

50 Video Marketing Statistics, Data, & Insights (2024)

Laura Chaves
June 25, 2024

Video marketing has rapidly transformed how businesses connect with their audiences, leveraging the power of visual storytelling to influence consumer behavior and decision-making.

In an era when video consumption preferences are constantly shifting, knowing the latest data helps businesses tailor their strategies to meet consumer demands effectively.

At Vidico, we’ve compiled key video marketing statistics from social media platforms, highlighting its effectiveness in engaging viewers, boosting brand recall, and driving conversions. Explore our analysis to leverage these insights and enhance your strategy, creating impactful content that resonates and delivers results.

Quick Overview

  • 91% of businesses post videos, highlighting their critical role in engaging audiences and driving business growth.
  • 68% of marketers who have yet to embrace video plan to start doing so in 2024, illustrating a major shift towards this dynamic medium.
  • YouTube continues to dominate the video marketing landscape, with 90% of video marketers utilizing the platform.
  • Live-action videos are the most created, at 48%, emphasizing their authenticity and relatability in engaging audiences.
  • A compelling 90% of marketers attest that video marketing provides a good return on investment (ROI), highlighting its effectiveness across various performance metrics.
  • Most marketers allocate 21-30% of the video marketing budget, reflecting its perceived value in modern marketing strategies.
  • 87% of marketers attribute an increase in lead generation to their use of video content.
  • 91% of consumers have watched an explainer video to learn more about a product or service.
  • According to social media video statistics, short videos, ranging from 30 to 60 seconds, are highly effective due to viewers’ short attention spans.
  • 87% of marketers claim video has directly increased sales, demonstrating its effectiveness in driving purchasing decisions.

Top 50 Video Marketing Data & Statistics for 2024

General Video Marketing Statistics

1. Businesses Using Video: 91% of businesses use video as a marketing tool

Businesses Using Video 91% of businesses use video as a marketing tool

A staggering 91% of businesses now use a stronger video marketing strategy, underscoring its critical role in engaging audiences and driving business growth.

This widespread adoption indicates the powerful impact that online video content can have in capturing consumer attention and enhancing brand visibility across multiple platforms.

2. Importance in Strategy: 88% of video marketers consider video an important part of their strategy

An impressive 88% of them consider it a key part of their approach to online video consumption.

Even more striking, 30% of marketers believe video marketing is more important to their overall marketing strategy than their website, underscoring the shift towards more dynamic and engaging content formats.

3. Plans to Use Video: 68% of marketers who don’t use video plan to start in 2024

A notable 68% of marketers who still need to embrace video plan to start doing so in 2024, illustrating a major shift toward this dynamic medium.

4. Usage by Small Businesses: 55% of small businesses use video marketing

Adopting a solid video marketing strategy is becoming increasingly popular among small businesses, with 55% now utilizing this powerful tool [1].

5. YouTube Dominance: 90% of video marketers use YouTube

YouTube continues to dominate video marketing, with a striking 90% of video marketers utilizing the platform, according to a late 2023 survey of marketing professionals worldwide [2].

Facebook remains a close second, with 86% of video marketers leveraging it for video content, capitalizing on its extensive network and targeted advertising capabilities.

Content Creation & Types

6. Most Common Type: Live-action videos are the most created, at 48%

Most Common Type Live-action videos are the most created, at 48%

Live-action videos are prominent in video marketing, with 48% of content creators opting for this format.

Social media videos, which feature real people and real settings, provide a sense of authenticity and relatability that can be crucial in building trust and emotional engagement with an audience.

7. In-House Creation: 38% create video content in-house

About 38% of businesses use in-house video creators to create video content, allowing them to align marketing videos closely with their brand identity and company goals.

8. External Vendors: 24% use external vendors for video content creation

Around 24% of businesses use external vendors for video content creation, leveraging the expertise and advanced resources that professional agencies or freelancers can provide [3].

9. Popular Formats: Testimonial videos are the most popular at 39%

Testimonial videos are the leading choice for content among marketers, with 39% opting for this format. These marketing videos feature real customers discussing their experiences with a product or service.

10. Explainer Videos: 68% of marketers create explainer videos

Social media videos are a favored tool among marketers, with 68% utilizing this format to communicate complex information clearly and effectively [4].

Financial Aspects

11. Budget Allocation: Most marketers allocate 21-30% of their budget to video

Budget Allocation Most marketers allocate 21-30% of their budget to video

Many marketers allocate 21-30% of their budget to video, highlighting its perceived value in modern marketing strategies. This investment reflects the effectiveness of video in engaging audiences, enhancing brand visibility, and driving conversions [5].

12. Increase in Spending: 85% plan to increase spending on video in 2024

85% of marketers plan to increase their spending on video in 2024, signaling strong confidence in video marketing’s return on investment and its growing importance in overall marketing strategies [6].

13. Spending on Ads: 69% have spent money on video ads

69% of marketers have invested in video ads [7], underscoring the importance of this format in video ad strategies. This substantial investment reflects the strong belief in video ads’ ability to capture attention, engage audiences effectively, and drive conversions during mobile video consumption.

14. ROI Measurement: 90% say video marketing provides a good ROI

A compelling 90% of marketers attest that video marketing delivers a good return on investment (ROI), emphasizing its effectiveness across key performance areas such as sales, lead generation, and brand awareness.

15. Quantifying ROI: 60% use video engagement metrics like likes and shares

About 60% of marketers prioritize engagement and key video performance metrics, such as likes and shares, to assess the previous video performance.

Further emphasizing the need for quality, a study by Brightcove reveals that viewers are 60% more likely to watch videos to completion if they begin with high-quality visuals and sound [8]

Effectiveness & Impact

16. Brand Awareness: 90% say video increases brand awareness

Brand Awareness 90% say video increases brand awareness

90% of marketers believe video significantly increases brand awareness because it captures and retains viewer attention more effectively than text or images.

Video combines visual and auditory elements, making it more engaging and memorable. This helps solidify brand recognition and recall among audiences [9].

17. Web Traffic: 86% report increased web traffic due to video

86% of marketers report that using video leads to more website traffic. This is large because educational and instructional videos are highly engaging, keeping visitors on the website longer and encouraging them to explore more videos.

18. Lead Generation: 87% say video helps generate leads

Indeed, 87% of marketers attribute an increase in lead generation to their use of educational and instructional content. Video’s effectiveness in this area is tied to its ability to engage viewers more deeply and persuasively than static text or images.

19. Sales Impact: 87% claim video has directly increased sales

An impressive 87% of marketers claim sales videos have directly contributed to increasing sales. This high percentage reflects the powerful impact of video content on attracting leads and converting them into actual customers.

20. Dwell Time: 82% note that video increases visitors’ time on their website

82% of marketers observe that incorporating video content on their websites leads to visitors spending more time on the site. Online videos provide a rich and immersive experience. Therefore, longer videos engage viewers deeply.

Customer Preferences and Behavior

21. Explainer Videos: 91% of consumers have watched an explainer video

Explainer Videos 91% of consumers have watched an explainer video

An impressive 91% of consumers have watched an explainer video to learn more about a product or service.

22. Buying Decisions: 82% have been convinced to buy a product/service by a video

82% of consumers report being convinced to purchase a product or service after they watch videos [10]. This statistic highlights the persuasive power of video content in consumer decision-making.

23. Video Preference: 44% of consumers prefer learning about a product via video

According to recent surveys, 90% of consumers have engaged with explainer videos to learn more about products or services [11].

24. Video Trust: 87% say video quality impacts their trust in a brand

Consumers attribute a high value to video quality, with 87% stating that it impacts their trust in a brand. Brands prioritizing high-quality video production can significantly enhance consumer trust and brand perception.

25. More Videos: 89% of consumers want more brand video content

An overwhelming 89% of consumers prefer educational or instructional content due to its engaging and informative nature.

Video Performance & Best Practices

26. Short Videos: 30-60 seconds is the most effective video length

Short Videos 30-60 seconds is the most effective video length

Short-form videos (30-60 seconds) are highly effective in capturing and maintaining viewer attention in today’s fast-paced digital landscape. They deliver concise messages quickly, making them ideal for platforms like social media, where users consume content rapidly.

27. Educational Content: 70% of marketers find educational videos effective

Educational videos are valued for their ability to provide valuable information and insights to consumers. 70% of marketers find these videos effective for building expertise, establishing thought leadership, and addressing consumer needs through informative content.

28. Live Videos: Live videos receive three times more engagement than regular videos

Live streaming videos receive significantly higher engagement, with viewers interacting three times more than scheduled uploading videos.

29. Social Media Reach: Videos on social media generate 1200% more shares than text and images combined

Videos on social media platforms have a staggering reach, generating 1200% more shares than text and images combined. This high shareability underscores the effectiveness of an interactive video in amplifying brand messages and increasing visibility across diverse audiences.

30. LinkedIn Engagement: LinkedIn users are 20 times more likely to share a video than any other post type

LinkedIn users strongly prefer video content, being 20 times more likely to share demo videos than any other type of post. This preference highlights the potential of video to drive engagement and foster professional connections on the platform.

Future Trends

31. AI in Video Creation: 75% of video marketers use AI tools for video creation

AI in Video Creation 75% of video marketers use AI tools for video creation

Three-quarters of video marketers leverage AI video tools for the video creation process and video editing, leveraging AI capabilities in automating tasks.

32. Interactive Videos: 28% of marketers will use interactive videos in 2024

Nearly a third of marketers intend to integrate interactive elements into their product videos by 2024, enhancing viewer engagement and allowing for personalized experiences that can drive deeper interactions and conversions.

33. 360-degree Videos: 56% find 360-degree videos effective for marketing

More than half of marketers believe that 360-degree videos are effective for marketing purposes. They offer immersive experiences that can showcase products or environments from all angles, enhancing viewer engagement and interactivity.

34. Virtual Reality: VR video marketing adoption is at 56%

Virtual reality (VR) video marketing adoption is significant, with 56% of marketers leveraging VR technology to create immersive brand experiences that captivate and engage audiences in novel ways.

35. User-Generated Content: 50% of consumers prefer videos created by other users

Half of consumers prefer how-to videos created by fellow internet users. They value authenticity and peer recommendations, which can significantly influence purchasing decisions and build community trust around brands.

Video Marketing Channels

36. YouTube Effectiveness: 78% of marketers find YouTube the most effective platform

YouTube Effectiveness 78% of marketers find YouTube the most effective platform

YouTube remains the most effective platform for video distribution, with 78% of marketers leveraging its vast audience reach, searchability, and advertising capabilities with YouTube videos to achieve marketing objectives.

37. Facebook Videos: 71% say Facebook videos are effective

71% of marketers find Facebook and company culture videos effective in reaching and engaging their target audiences, utilizing the platform’s robust targeting options and social sharing features to amplify brand messages.

38. Instagram: 64% of marketers report Instagram videos are effective

Instagram videos are effective for 64% of marketers, leveraging the platform’s visual appeal and storytelling features to connect with users through engaging, short-form video content.

39. LinkedIn: 61% find LinkedIn videos effective for marketing

Instagram videos are effective for 64% of marketers, leveraging the platform’s visual appeal and storytelling features to connect with users through engaging, short-form videos.

40. TikTok: 52% of marketers find TikTok videos effective

52% of marketers find TikTok videos effective. They capitalize on the platform’s viral nature and youthful audience to create engaging, creative video campaigns that drive brand awareness and user engagement.

Video Marketing Challenges

41. Time Constraints: 33% of marketers cite lack of time as a barrier

Time Constraints 33% of marketers cite lack of time as a barrier

A third of marketers face challenges due to time constraints, hindering their ability to produce high-quality video content consistently and effectively manage video marketing campaigns.

42. Cost Issues: 20% of marketers find video marketing too expensive

Cost considerations pose challenges for 20% of marketers, limiting their ability to invest in video production workflows, distribution, and advertising strategies that can maximize ROI and achieve marketing goals.

43. Starting Point: 15% need help figuring out where to start with video marketing

15% of marketers need help knowing how to begin their video marketing journey, lacking clear strategies, resources, or expertise to plan and execute video campaigns effectively.

44. ROI Uncertainty: 12% of the ROI of video marketing is unclear

12% of marketers need more clarity around video marketing efforts’ return on investment (ROI), making it challenging to justify budget allocations and optimize strategies for measurable outcomes.

45. Perceived Need: 10% don’t need a video strategy

A small percentage of marketers (10%) perceive less need for video in their marketing strategy, potentially missing out on opportunities to engage audiences through visual storytelling and multimedia content.

Video Marketing Outcomes

46. User Understanding: 88% say video improves user understanding of their product/service

User Understanding 88% say video improves user understanding of their product service

88% of marketers recognize that video content enhances user understanding of products or services, effectively communicating features, benefits, and value propositions to potential customers.

47. Support Queries: 66% report reduced support queries due to video content

66% of marketers use video content to address customer inquiries and support needs, reducing the volume of queries through informative and instructional video materials.

48. Customer Retention: 42% use video to enhance customer engagement and retention

42% of marketers leverage video to foster deeper customer relationships, enhance engagement, and increase customer retention by delivering personalized, relevant, and valuable content experiences.

49. Brand Awareness: 39% measure success through brand awareness and PR

39% of marketers gauge video marketing success through improved brand awareness and positive public relations outcomes, effectively increasing visibility and recognition in target markets.

50. Lead Generation: 28% quantify video marketing success through leads and clicks

28% of marketers measure video marketing success by generating leads, clicks, and conversions, leveraging video content to drive qualified traffic, and facilitating customer acquisition strategies.

FAQs

How effective are video marketing statistics?

Video marketing statistics provide insights into consumer behavior, engagement trends, and ROI metrics. They help marketers understand audience preferences, optimize content strategies, and justify investment in video campaigns based on video performance data.

How effective is online video marketing?

Online video marketing is incredibly effective in driving engagement, brand awareness, and conversions. It leverages visual storytelling to captivate audiences, convey messages more memorably than text alone, and foster deeper connections with consumers across digital platforms.

What is the average conversion rate for video marketing?

The average conversion rate for websites integrating video marketing strategies is notably higher, measuring around 4.8%. In contrast, websites that do not leverage video content typically experience a lower average conversion rate of approximately 2.9%.

How big is the video marketing market?

The video marketing market is substantial and growing rapidly as businesses increasingly prioritize digital content strategies. It spans diverse platforms, from social media to streaming services, and encompasses various industries leveraging video to reach and engage global audiences.

Key Takeaways

These key video marketing statistics underscore the pivotal role of video content in today’s digital landscape.

From significantly higher engagement rates and improved brand trust to enhanced conversion metrics and broader audience reach, these crucial video marketing statistics illuminate the profound impact of video in shaping modern marketing strategies.

As consumer preferences increasingly gravitate towards interactive and visually compelling content, harnessing the power of video amplifies brand visibility. It fosters deeper connections with audiences, driving sustainable growth and success for businesses in the digital age.

References:

  1. https://www.linkedin.com/pulse/social-media-stats-small-businesses-must-know-shape-strategy-turner
  2. https://www.statista.com/statistics/1101966/video-platforms-marketing-worldwide/
  3. https://www.linkedin.com/advice/0/what-do-you-your-video-production-project-requires-ltlhe
  4. https://www.forbes.com/sites/theyec/2022/09/16/explainer-videos-and-the-key-to-making-them-great/
  5. https://nasmedia.medium.com/how-to-allocate-budget-across-different-media-channels-50b7e7ad8228
  6. https://www.statista.com/chart/31749/estimated-spending-on-tv-and-digital-video-advertising-in-the-united-states/
  7. https://www.statista.com/forecasts/460895/digital-video-advertising-revenue-digital-market-outlook-usa
  8. https://www.linkedin.com/pulse/engagement-metrics-how-professional-videos-outperform
  9. https://digiday.com/sponsored/how-brands-are-combining-audio-and-video-formats-to-boost-digital-campaign-success/
  10. https://wistia.com/learn/marketing/creative-brand-videos
  11. https://marriott.byu.edu/magazine/by-the-numbers/the-power-of-videos
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