Key Insights
Essential data points from our research
Including a video on your landing page can boost your conversion rate by up to 80%
Video marketing revenue is estimated to grow by 14.6% annually
87% of video marketers report that video gives them a positive return on investment (ROI)
66% of consumers prefer to watch a short video to learn about a product or service compared to 18% who prefer to read text
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 watch video on a smartphone than on a computer
YouTube is the second largest search engine in the world
Over 500 hours of video are uploaded to YouTube every minute
Tweets with video get 10x more engagement than those without
Videos under 2 minutes get the most engagement
Interactive video generates 66% more engagement than linear video
85% of users watch videos to the end if they are under 30 seconds
91% of businesses use video as a marketing tool
96% of marketers view video as an important part of their marketing strategy
59% of non-video marketers expect to start using video in the coming year
B2B & Strategy Adoption
- 191% of businesses use video as a marketing tool
- 296% of marketers view video as an important part of their marketing strategy
- 359% of non-video marketers expect to start using video in the coming year
- 470% of B2B marketers claim video is more effective than other content types
- 596% of B2B organizations use video in their marketing campaigns
- 680% of marketers create videos with a duration of 3 minutes or less
- 7The most common type of video made by marketers is explainer videos (73%)
- 871% of B2B marketers use video marketing as part of their content strategy
- 988% of marketers plan to include YouTube in their content strategy
- 1041% of marketers say video has helped them reduce support calls
- 1130% of marketers see video as a clearer way to link content to ROI than blog posts
- 1268% of marketers say video has a better return on investment than Google Ads
- 1355% of marketers create video content completely in-house
- 1446% of marketers use live video as a tactic
- 1529% of B2B marketing budgets are allocated to video
- 1673% of B2B marketers say video positively impacts marketing ROI
- 1783% of video marketers say video has helped them generate leads
- 1860% of marketers say they expect to increase their budget for video in the upcoming year
- 19Explainer videos are the most popular video type for 74% of marketers
- 2053% of marketers say video helps them build brand awareness
Interpretation
Taken together, the data say that video has become the marketing lingua franca, embraced by nearly every company and championed by marketers for its superior ROI, lead generation and brand-building, mostly in short explainer-style clips on YouTube, often made in-house, increasingly budgeted for, and even credited with reducing support calls and clarifying ROI, especially in B2B where it commonly outperforms other content.
Consumer Behavior & Preference
- 166% of consumers prefer to watch a short video to learn about a product or service compared to 18% who prefer to read text
- 2Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 3People are 1.5 times more likely to watch video on a smartphone than on a computer
- 491% of consumers want to see more online video content from brands
- 568% of consumers prefer short-form video content to be under one minute
- 692% of mobile video consumers share videos with others
- 759% of senior executives prefer to watch a video rather than read text if both are available
- 885% of Facebook videos are watched without sound
- 996% of consumers say the pandemic has increased the amount of video content they watch online
- 1054% of consumers want to see more video content from a brand or business they support
- 11One-third of all online activity is spent watching video
- 1250% of consumers look for a video of a product simply to see what it looks like before buying
- 1375% of users prefer watching a video horizontally rather than vertically on desktop
- 1487% of Gen Z prefers video ads to be 10 seconds or less
- 15On average, people spend 2.6x more time on pages with video than without
- 1673% of consumers prefer to watch a short video to learn about a product or service
- 1790% of consumers claim a video will help them make a purchasing decision
- 18Internet users spend an average of 19 hours per week watching online videos
- 194x as many customers would rather watch a video about a product than read about it
- 2071% of viewers watch more video than they did a year ago
Interpretation
If content is king, video is the royal decree: these stats show that short, mobile-first, often-silent clips stick in viewers' heads, get shared relentlessly, and reliably move everyone from Gen Z to senior executives toward a purchase.
Engagement & Retention
- 1Videos under 2 minutes get the most engagement
- 2Interactive video generates 66% more engagement than linear video
- 385% of users watch videos to the end if they are under 30 seconds
- 4Personalized videos have a 35% higher retention rate than non-personalized videos
- 565% of viewers watch more than ¾ of a video
- 680% of users can recall a video ad they viewed in the past 30 days
- 733% of viewers stop watching a video after 30 seconds
- 845% of viewers stop watching a video after 1 minute
- 9Live streaming encourages more engagement than pre-recorded video
- 10Users spend 88% more time on a website that has video
- 1159% of people will watch a video to the end if it is under one minute
- 12Putting a video in a blog post reduces bounce rate by 34%
- 13Interactive elements in video can increase click-through rates by 10x
- 1446% of users take some sort of action after viewing a video ad
- 1553% of smartphone users feel favorably towards companies with instructional videos
- 16Engagement rate for live video is 1.6x higher than Video-On-Demand (VOD)
- 17Captions increase video viewing time by an average of 12%
- 18360-degree videos get 85% completion rates
- 19Videos up to 2 minutes long get significant engagement
- 2068% of people will watch a full video if it is under 60 seconds
Interpretation
Think of video as an espresso shot for your brand: short, personalized and interactive clips, ideally live, captioned or even 360-degree, boost completion, retention and recall, increase click-throughs and site time, cut bounce and often prompt nearly half of viewers to take action.
ROI & Sales Conversion
- 1Including a video on your landing page can boost your conversion rate by up to 80%
- 2Video marketing revenue is estimated to grow by 14.6% annually
- 387% of video marketers report that video gives them a positive return on investment (ROI)
- 484% of consumers have been convinced to buy a product or service by watching a brand’s video
- 5Using the word 'video' in an email subject line boosts open rates by 19%
- 6Adding video to emails can increase click-through rates by 200–300%
- 7Shoppers who view video are 1.81 times more likely to purchase than non-viewers
- 889% of video marketers say video gives them a good ROI
- 974% of marketers say video has a better return on investment than static imagery
- 1078% of video marketers say video has directly helped increase sales
- 1164% of consumers make a purchase after watching branded social videos
- 12Videos on product pages increase add-to-cart conversion by 37%
- 1352% of marketing professionals name video as the type of content with the best ROI
- 14Enjoyment of video ads increases purchase intent by 97%
- 1593% of brands got a new customer because of a video on social media
- 16Companies using video grow revenue 49% faster year-over-year than those who do not
- 1781% of marketers say video has helped them increase the average time their visitors spend on page
- 1849% of marketers say that video helps them engage their audience
- 1988% of marketers are satisfied with the ROI of their video marketing efforts on social media
- 2096% of people have watched an explainer video to learn more about a product or service
Interpretation
Video is basically the marketing cheat code: adding one to your landing page can raise conversions by up to 80%, putting "video" in an email boosts opens by about 19% and video in emails can triple clicks, shoppers who watch are nearly twice as likely to buy and companies using video grow revenue roughly 49% faster, which helps explain why most marketers report strong ROI and brands regularly win new customers from social clips.
Social Media & Platform Specifics
- 1YouTube is the second largest search engine in the world
- 2Over 500 hours of video are uploaded to YouTube every minute
- 3Tweets with video get 10x more engagement than those without
- 4LinkedIn video posts generate 5x more traction than other types of content
- 5Pinterest users are 2.6x more likely to make a purchase after viewing video content on the platform
- 6Instagram Video posts receive 2x more engagement than image posts
- 71 billion hours of YouTube content is watched daily
- 8TikTok users spend an average of 52 minutes per day on the app
- 9Social video generates 1200% more shares than text and image content combined
- 1062% of people say they have become more interested in a product after seeing it in a Facebook Story
- 1158% of people have visited a brand’s website after seeing a branded Story on Instagram
- 1270% of YouTube viewers bought a brand as a result of seeing it on YouTube
- 13LinkedIn videos get 3x more conversation rate than text posts
- 1493% of Twitter video views happen on a mobile device
- 151 in 4 consumers made a purchase after seeing a story on Instagram
- 16YouTube mobile ads are 84% more likely to hold attention than TV ads
- 17Reels get 22% higher engagement than regular Instagram video posts
- 1890% of people discover new brands or products on YouTube
- 19Facebook Watch has over 1.25 billion monthly users
- 2065% of people use YouTube to help them solve a problem
Interpretation
Video isn’t just the future of marketing, it’s the present-day workhorse that mints attention into hours watched, shares, engagement and purchases across YouTube, TikTok, Instagram, Facebook and Pinterest far more effectively than static posts.
