Key Insights
Essential data points from our research
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
People are 1.5 times more likely to turn to mobile phones to watch a video
96% of people have watched an explainer video to learn more about a product or service
87% of video marketers say video has increased dwell time on their website
Video marketers get 66% more qualified leads per year
Landing pages with video convert up to 80% better than those without
Social video generates 1200% more shares than text and image content combined
LinkedIn users are 20 times more likely to share a video post than any other type of post
Tweets with video attract 10x more engagements than tweets without video
Videos up to 2 minutes long get the most engagement
85% of Facebook videos are watched without sound
A website is 53 times more likely to reach the front page of Google if it includes video
Mobile video consumption rises by 100% every year
By 2022, online videos will make up more than 82% of all consumer internet traffic
90% of consumers watch videos on their mobile devices
Consumer Behavior & Engagement
- 1Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 2People are 1.5 times more likely to turn to mobile phones to watch a video
- 396% of people have watched an explainer video to learn more about a product or service
- 468% of consumers prefer watching videos to learn about new products or services as opposed to reading articles, infographics, or ebooks
- 5The average user spends 88% more time on a website with video
- 692% of consumers watch videos with the sound off
- 754% of consumers want to see more video content from a brand or business they support
- 872% of customers would rather learn about a product or service by way of video
- 9Viewers claim they retain 95% of a message when obtained via video
- 1059% of senior executives admit they would rather watch a video than read text if both are available on the same page
- 11Internet users spend an average of 19 hours per week watching online videos
- 1291% of consumers say they have decided to buy a product or service after watching a video
- 13In 2022 people watched an average of 19 hours of online video per week
- 14Personalized video results in a 35% increase in retention rate
- 15Four times as many customers would rather watch a video about a product than read about it
- 16Nearly 50% of internet users look for videos related to a product or service before visiting a store
- 1745% of people watch more than an hour of Facebook or YouTube videos a week
- 1873% of consumers prefer to watch a short-form video to learn about a product or service
- 19People share video content twice as much as any other type of content
- 20Interactive video generates 2 times more conversions than passive video
Interpretation
Treat video like the guest everyone remembers and trusts: people spend nearly 19 hours a week watching online videos, retain 95% of the message versus 10% for text, prefer short, mobile-ready and often silent clips, share them twice as much as other content, and are far more likely to research, engage with, and buy when brands use personalized or interactive video.
Future Trends & Technology
- 1Mobile video consumption rises by 100% every year
- 2By 2022, online videos will make up more than 82% of all consumer internet traffic
- 390% of consumers watch videos on their mobile devices
- 475% of all video plays are on mobile devices
- 5Vertical video ads are watched 90% of the way through compared to 14% for horizontal videos
- 663% of Millennial and Gen Z users have watched live content
- 7The live streaming industry is expected to be valued at 184.27 billion USD by 2027
- 828% of marketers intend to invest in interactive video in the future
- 9Mobile users are 3 times as likely to watch a video every day compared to desktop users
- 1057% of consumers say that video quality is more important than video quantity
- 1192% of mobile video viewers share videos with others
- 12Gen Z consumes an average of 3.4 hours of online video per day
- 135G networks are expected to increase mobile video traffic by 50%
- 14Users spend 3x longer watching live video than pre-recorded video
- 1580% of mobile data traffic comes from video
- 1652% of Gen Z prefers using social media for brand search over search engines (heavily video influenced)
- 17Virtual Reality (VR) video marketing is projected to grow by 30% annually
- 18360-degree videos get a 85% completion rate
- 19By 2024, there will be 110.4 million monthly live video viewers in the US
- 2070% of marketers are looking to increase their budget for mobile video ads
Interpretation
The data is unanimous: the internet lives on mobile, with Gen Z and Millennials devouring and sharing vertical, live and immersive video, so any brand that neglects high-quality, interactive mobile video is effectively advertising to an empty room while competitors capture attention and budget.
Production & Strategy
- 1Videos up to 2 minutes long get the most engagement
- 285% of Facebook videos are watched without sound
- 3A website is 53 times more likely to reach the front page of Google if it includes video
- 4Closed captions can increase video view time by 12%
- 565% of executives visit the marketer’s website and 39% call a vendor after viewing a video
- 680% of consumers believe demonstration videos are helpful when making purchases
- 7Only 25% of businesses publish video content every week
- 848% of marketers create 1 to 4 videos per month
- 960% of marketers say video production is their most difficult task
- 10The most common type of video made by marketers is the Explainer Video (72%)
- 1142% of marketers use live video as part of their strategy
- 1266% of marketers do not use video content because they think it is too time-consuming
- 1393% of marketers who use video say it’s an important part of their marketing strategy
- 14User-generated video content is viewed 10 times more than official brand content on YouTube
- 15Using the word "Video" in an email subject line boosts open rates by 19%
- 16The optimal length for a sales video is under 60 seconds
- 1756% of videos published in the last year are less than 2 minutes long
- 1841% of marketers say that a lack of budget is holding them back from video marketing
- 19Educational videos are the most popular type of video content among marketers (51%)
- 2033% of video marketing budgets are dedicated to video promotion
Interpretation
Short, captioned demonstration and educational videos are marketing gold: videos under two minutes and sales clips under 60 seconds get the most engagement, captions raise view time by 12 percent, user generated content is watched ten times more than official uploads, a site with video is 53 times more likely to reach Google’s front page and the word video in an email boosts opens by 19 percent, yet only 25 percent of businesses publish weekly and many marketers cite time and budget as barriers even though 93 percent say video is essential.
ROI & Effectiveness
- 187% of video marketers say video has increased dwell time on their website
- 2Video marketers get 66% more qualified leads per year
- 3Landing pages with video convert up to 80% better than those without
- 492% of video marketers reported that video gives them a positive return on investment
- 581% of marketers feel that video has a direct, positive impact on sales
- 6Using video in email marketing can increase click-through rates by up to 300%
- 7Marketers who use video grow revenue 49% faster than non-video users
- 893% of brands got a new customer because of a video on social media
- 996% of marketers agree that videos have helped increase user understanding of their product or service
- 1051% of marketing professionals worldwide name video as the type of content with the best ROI
- 11Companies using video enjoy 41% more web traffic from search than non-users
- 12Emails with the word "video" in the subject line are opened 7% more often
- 1364% of consumers make a purchase after watching branded social videos
- 1480% of video marketers claim that video has directly increased sales
- 15Replacement of an image with a video on a landing page increases conversions by 12.62%
- 1690% of marketers say video marketing has helped them increase brand awareness
- 1787% of marketers say video has helped them increase traffic
- 18Using video for internal communications results in a 13% improvement in employee engagement
- 19B2B marketers who use video see their content shared 1200% more than text and images combined
- 2087% of business-related videos are viewed on a desktop yet mobile conversions for video are higher
Interpretation
Think of video as the espresso shot of marketing: it jolts up dwell time and product understanding, generates far more qualified leads and conversions (landing pages convert up to 80% better, email CTRs can jump as much as 300%, and B2B videos get shared 1,200% more), delivers positive ROI for over 9 in 10 marketers, and ultimately accelerates revenue while turning casual viewers into customers across desktop and mobile.
Social Media Video Trends
- 1Social video generates 1200% more shares than text and image content combined
- 2LinkedIn users are 20 times more likely to share a video post than any other type of post
- 3Tweets with video attract 10x more engagements than tweets without video
- 4Facebook videos receive 135% more organic reach than photo posts
- 51 billion hours of video are watched on YouTube every single day
- 693% of businesses have landed a new customer because of a video on social media
- 7Instagram videos receive twice the engagement playing on Instagram than photos
- 8Pinterest users are 2.6x more likely to make a purchase after viewing a brand's video content on the platform
- 962% of people said they were more interested in a product after seeing it in a Facebook Story
- 1070% of YouTube viewers say they bought a brand as a result of seeing it on YouTube
- 11TikTok has highest engagement rate per post of any social network
- 1225% of consumers have made a purchase after seeing a Story on Instagram
- 1358% of people find themselves more interested in a brand or product after seeing it in Instagram Stories
- 14Video posts on Facebook have an average engagement rate of 6.01%
- 1591% of active Instagram users watch videos on Instagram weekly
- 1672% of B2B marketers use YouTube to distribute content
- 17Visual content is 40 times more likely to get shared on social media than other types of content
- 18Over 500 million people watch video on Facebook every day
- 1965% of people use YouTube to solve a problem
- 2084% of marketers strictly use Facebook for video marketing
Interpretation
With social video driving up to 1200% more shares, massively higher engagement and reach on every platform, and routinely turning viewers into buyers, treating video as optional is the fastest way for a brand to disappear.
