Key Insights
Essential data points from our research
91% of businesses use video as a marketing tool in 2024
88% of marketers say video is an important part of their marketing strategy
68% of marketers who don’t currently use video plan to start in 2024
People watch an average of 17 hours of online video per week
75% of viewers prefer watching video horizontally rather than vertically
96% of consumers have watched an explainer video to learn more about a product
YouTube Shorts receive 50 billion daily views globally
TikTok videos have an average engagement rate of 4.25% making it the most engaging social platform
LinkedIn users are 20x more likely to share a video post than any other type of post
87% of video marketers say video has given them a good return on investment (ROI)
Including a video on a landing page can increase conversion rates by up to 80%
Video marketers get 66% more qualified leads per year
Short-form video (under 60 seconds) is the #1 trend marketers are investing in for 2024
66% of video marketers plan to include live-action video in their strategy
32% of marketers are currently using live streaming as part of their strategy
Consumer Behavior & Preferences
- 1People watch an average of 17 hours of online video per week
- 275% of viewers prefer watching video horizontally rather than vertically
- 396% of consumers have watched an explainer video to learn more about a product
- 489% of people say watching a video has convinced them to buy a product or service
- 592% of consumers want brands to make ads that feel like a story
- 654% of consumers want to see more video content from a brand or business they support
- 7Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 891% of consumers want to see more online videos from brands in 2024
- 975% of people watch short-form video content on their mobile devices
- 1085% of videos on Facebook are watched without sound
- 1162% of people say they are more interested in a product after seeing it in a Facebook Story
- 12Consumers are 2.4x more likely to view user-generated content as authentic compared to brand-created content
- 1344% of people prefer to learn about a new product via short video
- 14Video consumption on mobile devices rises by 100% every year
- 1550% of viewers stop watching a video before the 1-minute mark if not hooked
- 1659% of senior executives agree that if both text and video are available on the same topic they are more likely to choose video
- 1787% of Gen Z prefers branded videos that show someone using the product
- 1814.9% of millennials watch 10-20 hours of online video per week
- 1990% of consumers discover new brands or products on YouTube
- 2066% of consumers report short-form video to be the most engaging type of social media content
Interpretation
Think of today's consumers as couch potatoes with a stopwatch and a critic's eye, spending about 17 hours a week on online video, retaining 95% of what they see compared with 10% of text, and overwhelmingly preferring short, story-driven horizontal clips that work with the sound off and feel authentic, so if your brand isn't serving concise, mobile-first narratives that hook within seconds you're invisible at the moment viewers are most likely to discover and buy.
Content Strategy & Trends
- 1Short-form video (under 60 seconds) is the #1 trend marketers are investing in for 2024
- 266% of video marketers plan to include live-action video in their strategy
- 332% of marketers are currently using live streaming as part of their strategy
- 4Captions on video increase view time by 12% on average
- 557% of Gen Z prefers user-generated content (UGC) videos over professional content
- 6Videos under 2 minutes get the most engagement
- 726% of marketers plan to use interactive video in their upcoming campaigns
- 8Silent video ads can drive 1.4x more brand lift than ads with sound if optimized visually
- 991% of active Instagram users watch videos on the platform weekly
- 1030% of marketers are creating testimonial videos to boost credibility
- 11360-degree videos have a 4.5% higher click-through rate than standard video
- 1247% of marketers believe that "authenticity" is the most important quality in a video
- 1324% of marketers are using screen recorded videos for tutorials
- 14Vertical video ads have a 9x higher completion rate than horizontal video ads on mobile
- 1553% of marketers are repurposing content into videos for social media
- 1618% of videos produced by B2B companies are webinars
- 17Personalized video campaigns have open rates 16x higher than standard email blasts
- 1834% of marketers utilize animated explainers as a primary video format
- 19Behind-the-scenes videos are used by 20% of marketers to humanize their brand
- 2080% of marketers say they will create more short-form video content next year to match consumer demand
Interpretation
Marketers in 2024 are doubling down on short, vertical, authentic videos optimized to be understood without sound, favoring live-action and user-generated clips with captions, repurposing content for Instagram-scale attention, and leaning on personalization, interactivity, testimonials and behind-the-scenes peeks while experimenting with 360-degree, animated, screen-recorded and webinar formats to reach Gen Z and B2B audiences, because attention spans are short and the feed is noisy.
Marketer Adoption & Budgeting
- 191% of businesses use video as a marketing tool in 2024
- 288% of marketers say video is an important part of their marketing strategy
- 368% of marketers who don’t currently use video plan to start in 2024
- 442% of marketers spend between $0 and $500 on an average video
- 539% of video marketers create all their video content in-house
- 6The number of digital video viewers worldwide is expected to reach 3.5 billion
- 780% of marketers claim that video has directly increased sales
- 827% of marketers say lack of time is the main reason they don’t create video
- 956% of marketers use smartphone cameras for creating marketing videos
- 1060% of video marketers call video "indispensable" to their strategy
- 1170% of businesses say they are creating more videos now than they did last year
- 1246% of marketers create video strategies to build brand awareness above all other goals
- 1329% of B2B marketers utilize video marketing to establish thought leadership
- 14Social media accounts for the largest share of video marketing budgets at 39%
- 1531% of marketers use AI tools to assist in scriptwriting for video ads
- 1696% of marketers have spent ad budget on video content
- 1769% of marketers expect to increase their video budget in the coming year
- 1818% of marketers said they used video for the first time in 2023
- 1940% of marketers cite "lack of ideas" as a barrier for video creation
- 20B2B organizations are 12% more likely to create product training videos than B2C organizations
Interpretation
Video has gone from optional to unavoidable: 91 percent of businesses use it and 88 percent of marketers call it essential, 68 percent of non-video users plan to start in 2024 and 70 percent are making more videos than last year, yet much of that output is low-cost, in-house, smartphone-shot work with 42 percent spending under $500 while 27 percent blame lack of time and 40 percent lack ideas, which helps explain why social platforms take the biggest budget slice, AI and ad spend are rising, and a projected 3.5 billion viewers make video a direct sales driver for about 80 percent of marketers.
Platform-Specific Metrics
- 1YouTube Shorts receive 50 billion daily views globally
- 2TikTok videos have an average engagement rate of 4.25% making it the most engaging social platform
- 3LinkedIn users are 20x more likely to share a video post than any other type of post
- 4Tweets with video get 10x more engagement than those without
- 5Instagram Reels see a 22% higher engagement rate than traditional video posts
- 658% of viewers will finish watching a video if it is under 60 seconds on Facebook
- 7YouTube creates the highest ROI for video content according to 25% of marketers
- 8Pinterest users are 2.6x more likely to make a purchase after viewing brand video content on the platform
- 963% of mobile traffic on YouTube comes from the YouTube app
- 1093% of brands got a new customer because of a video on social media
- 11Facebook serves over 4 billion video views per day
- 1290% of TikTok users access the app on a daily basis
- 13Live videos on LinkedIn get 7x more reactions and 24x more comments than native video
- 1445% of people on Instagram say they interact with a brand's video content at least once a week
- 15Snapchat users watch over 10 billion videos every day
- 16The average reach rate for Instagram Reels is 20.59% for smaller accounts
- 1770% of YouTube viewers bought a brand as a result of seeing it on YouTube
- 18Videos shared on Twitter receive 2 billion views per day
- 1950% of TikTok users have bought something after watching a TikTok LIVE
- 20Facebook Stories have over 500 million daily active users
Interpretation
If attention is currency, then social video is the central bank, and short, native and live formats, exemplified by YouTube Shorts' 50 billion daily views, TikTok's 4.25% engagement, LinkedIn's 20 times higher video sharing and Pinterest's 2.6 times greater purchase likelihood, dominate mobile screens, drive massive engagement and conversions, and often deliver the best ROI for brands.
ROI & Effectiveness
- 187% of video marketers say video has given them a good return on investment (ROI)
- 2Including a video on a landing page can increase conversion rates by up to 80%
- 3Video marketers get 66% more qualified leads per year
- 443% of marketers say video has reduced the number of support calls they receive
- 5Using the word "video" in an email subject line boosts the open rates by 19%
- 6Video ads have the highest click-through rate (1.84%) of all digital ad formats
- 787% of marketers report that video increases dwell time on their website
- 8Companies using video grow revenue 49% faster year-over-year than those who don't
- 982% of marketers say video creates longer visitor time on page
- 10Marketers who use video grow their web traffic 41% faster than non-video users
- 11Shoppable video content has shown to increase add-to-cart rates by 17%
- 1251% of marketing professionals worldwide name video as the type of content with the best ROI
- 13Social video generates 1200% more shares than text and image content combined
- 14Replacing an image with a video on a landing page increases conversions by 12.62%
- 1552% of marketers say that video is the content type with the best ROI on Instagram
- 1693% of marketers say video has helped increase brand awareness
- 17Lead generation campaigns featuring video have a 50% lower cost-per-lead
- 18Interactive video generates 2x more conversions than linear video
- 19Blogs with video attract 3x more inbound links than blog posts without video
- 20Product videos increase purchases by 144%
Interpretation
Ignore video at your peril, because these stats show it turbocharges conversions, traffic, leads and revenue, extends time on site and shares, cuts support costs and cost-per-lead, and consistently delivers best-in-class ROI.
