Key Insights
Essential data points from our research
92% of marketers report that video gives them a good return on investment, marking a record high
Including a video on your landing page can boost conversion rates by up to 80%
Video marketers get 66% more qualified leads per year than those who do not use video
91% of consumers want to see more online video content from brands
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
68% of consumers prefer watching videos to learn about new products or services, as opposed to articles, infographics, or ebooks
Social video generates 1200% more shares than text and images combined
Video posts on LinkedIn generate 5 times more engagement than other content types
Videos up to 2 minutes long get the most engagement
63% of video marketers plan to include YouTube in their video marketing strategy
99% of marketers using video will continue to use it in the coming year
70% of non-video marketers plan to start online video marketing in 2024
39% of business videos are between 0-30 seconds long
The average cost of a 60-second explainer video is between $7972
48% of businesses created more than 51 videos last year
Consumer Behavior & Demand
- 191% of consumers want to see more online video content from brands
- 2Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 368% of consumers prefer watching videos to learn about new products or services, as opposed to articles, infographics, or ebooks
- 475% of mobile traffic is video content, showing where consumer attention is focused
- 5The average person watches 19 hours of online video per week
- 692% of consumers watch videos with the sound off on mobile devices
- 759% of senior executives agree that if both text and video are available on the same topic, they are more likely to choose video
- 890% of consumers watch videos on their mobile devices
- 927% of online users watch more than 10 hours of video weekly
- 1062% of people agree that they are more interested in a product after seeing it in a Facebook Story
- 113 in 4 adults report watching YouTube at home on their mobile devices
- 12Nearly 50% of internet users look for videos related to a product or service before visiting a store
- 1396% of consumers have watched an explainer video to learn more about a product or service
- 1473% of consumers prefer to watch a short-form video to learn about a product
- 1585% of Facebook videos are watched without sound, necessitating captions for consumer retention
- 16People are 1.5 times more likely to watch video daily on a smartphone than on a computer
- 1755% of people watch online videos every single day
- 18Generation Z is 1.5x more likely to prefer video tutorials over reading instructions than Boomers
- 194x quite literally as many consumers would rather watch a video about a product than read about it
- 20Over 1 billion hours of video are watched on YouTube every day by consumers globally
Interpretation
Put simply, if your marketing is still mostly text you're shouting into an empty room, because 91% of consumers want more brand video, viewers retain 95% of a message from video versus 10% from text, most viewing happens on mobile and often muted so captions and short formats matter, and billions of hours watched every day prove attention, recall and purchase intent now live in video.
Engagement & Reach
- 1Social video generates 1200% more shares than text and images combined
- 2Video posts on LinkedIn generate 5 times more engagement than other content types
- 3Videos up to 2 minutes long get the most engagement
- 4Tweets with video see 10x more engagement than those without
- 587% of video marketers say video has increased traffic to their website
- 6Instagram videos receive twice as much engagement as photos
- 7People spend on average 2.6x more time on pages with video than without
- 882% of marketers say video has increased dwell time on their website
- 9Pinterest users are 2.6x more likely to make a purchase after viewing brand video content on the platform
- 10Video content is 50 times more likely to drive organic search results than plain text
- 11Blog posts incorporating video attract 3x as many inbound links as blog posts without video
- 12Facebook posts with video have an average engagement rate of 6.01%, higher than photos or links
- 1354% of social browsers use social media to research products, primarily through video engagement
- 14LinkedIn live streams get 7x more reactions and 24x more comments than native video
- 15Using the word 'video' in an email subject line boosts the open rates by 19%
- 1666% of unprompted brand recall comes from mobile video
- 17Native videos on Facebook have 10 times higher reach compared to YouTube links
- 18Viewers are 4x more likely to use the "watch later" function on videos longer than 20 minutes
- 1953% of marketers say video has helped them reduce bounce rates
- 20TikTok has an average engagement rate per post of 17.5%, the highest for short-form video
Interpretation
Treat video as optional and you may as well be invisible, because short, native, mobile-first clips consistently generate far more shares, engagement, dwell time, search visibility and conversions than text or images across every major platform.
Financial Return & Sales
- 192% of marketers report that video gives them a good return on investment, marking a record high
- 2Including a video on your landing page can boost conversion rates by up to 80%
- 3Video marketers get 66% more qualified leads per year than those who do not use video
- 487% of video marketers say video has helped them directly increase sales
- 5Adding video to your emails can increase click rates by 300%
- 6Companies using video grow revenue 49% faster year-over-year than organizations without video
- 764% of consumers make a purchase after watching branded social videos
- 896% of marketers have used video to help customers better understand their product or service, leading to reduced support costs
- 9Shoppers who view video are 1.81 times more likely to purchase than non-viewers
- 1093% of brands got a new customer because of a video on social media
- 1184% of consumers say they’ve been convinced to buy a product or service by watching a brand’s video
- 1257% of consumers say that watching videos gave them more confidence in products they purchased online
- 13Marketers who use video grow revenue 49% faster than non-video users
- 1451% of marketing professionals worldwide name video as the type of content with the best ROI
- 15Users spending more time on pages with video typically leads to a 20-30% increase in conversion
- 1697% of marketers say video has helped increase user understanding of their product or service, directly aiding the sales cycle
- 1774% of users who watched an explainer video about a product subsequently bought it
- 188 in 10 marketers feel that video has a direct, positive impact on sales
- 19eCommerce product pages with video saw a 134% increase in conversions compared to those without
- 2043% of marketers say video has reduced the number of support calls they receive, saving operational costs
Interpretation
Video is the closest thing marketing has to a magic bullet, consistently turbocharging conversions, delivering more qualified leads, boosting sales and customer confidence, cutting support costs and accelerating revenue growth so clearly that it stands out as one of the smartest, most measurable investments you can make.
Production & Platforms
- 139% of business videos are between 0-30 seconds long
- 2The average cost of a 60-second explainer video is between $7972
- 348% of businesses created more than 51 videos last year
- 4User-generated video content is viewed 10 times more than official brand content
- 5Vertical video accounts for 57% of all user-generated video content
- 6Organizations with over 500 employees create an average of 576 videos per year
- 773% of B2B marketers say video positively impacts marketing ROI
- 865% of marketers use online tools (like Canva or Animoto) to create their videos
- 9Explainer videos are the most commonly created type of video (72%)
- 1024% of all business videos are viewed on a desktop, while the majority are mobile
- 1141% of video marketers claim that the best length for a video is roughly 60 seconds
- 12B2B companies are using video on an average of 6 different channels
- 13Since 2018, the number of videos published by businesses has increased by 135%
- 1414% of businesses spent between $5000 and $10000 on video marketing last year
- 1536% of B2B videos are watched on Chrome, the leading browser for business viewing
- 1660% of all videos published by businesses are less than 2 minutes long
- 1750% of marketers use an external agency to create their videos
- 18AI tools are now used by 25% of video marketers to assist in scriptwriting and editing
- 1982% of B2C content marketers use pre-produced video as part of their strategy
- 20Thursdays are the most popular day to publish business videos
Interpretation
Video marketing has shifted from boutique to blitz, as businesses churn out hundreds of short, mobile and vertical clips that rely on user generated authenticity viewed ten times more than polished brand content, so despite a roughly $7,972 price tag for a 60 second explainer and half of marketers hiring agencies, most firms now use online tools and AI to publish short explainers across six channels, driving a 135 percent surge in output since 2018 and delivering positive ROI for three quarters of B2B marketers.
Strategy & Marketer Trends
- 163% of video marketers plan to include YouTube in their video marketing strategy
- 299% of marketers using video will continue to use it in the coming year
- 370% of non-video marketers plan to start online video marketing in 2024
- 429% of marketers plan to invest more in short-form video than any other format
- 583% of video marketers believe that video is becoming more important for their organization
- 631% of marketers add video to their blog posts to improve SEO strategy
- 796% of marketers agree that the pandemic increased the amount of video consumers watch online, influencing their strategy
- 856% of marketers who don't currently use video say they lack the time
- 946% of marketers who create video do so in-house rather than outsourcing
- 1079% of marketers say they would create more video if they had more time and resources
- 1160% of businesses use video as a marketing tool
- 122 in 3 marketers say they are planning to increase their budget for video specifically
- 1388% of video marketers plan to include LinkedIn in their video marketing strategy
- 14Marketers name 'lack of strategy' as the #4 barrier to video adoption
- 15The top three types of videos marketers are investing in are testimonials, explainers, and demos
- 1668% of marketers say the return on investment from video is better than Google Ads
- 1790% of marketers use YouTube for video hosting, making it the most popular platform for strategy
- 1880% of marketers say that video is a mandatory part of their marketing strategy
- 19Live video is the 3rd most used social media marketing tactic for ROI
- 2042% of marketers say that creating video content has become their top priority for the year
Interpretation
Video is marketing's new oxygen: 99% of video users plan to keep it, 80% call it mandatory, two in three are boosting budgets, YouTube and LinkedIn lead the pack while short-form is surging and 42% name video creation a top priority, yet chronic shortages of time and strategy mean the strong ROI many see over Google Ads is outpacing marketers' ability to produce content, so brands that smartly invest in testimonials, explainers and demos will reap the reward.
