Key Insights
Essential data points from our research
Video web pages are 53 times more likely to rank on the first page of Google than text-only pages
Video content can increase organic search traffic on a website by 157%
Blog posts incorporating video attract 3 times as many inbound links as blog posts without video
Social video generates 1200% more shares than text and image content combined
92% of users watching video on mobile will share it with others
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
Including a video on a landing page can increase conversion rates by 80%
64% of consumers make a purchase after watching branded social videos
84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video
91% of businesses use video as a marketing tool
96% of marketers continue to view video as an 'important' part of their marketing strategy
70% of businesses are creating more videos now than they did at the same time last year
91% of consumers want to see more online video content from brands
78% of people watch online videos every week
54% of consumers want to see more video content from a brand or business they support
Consumer Preference & Learning
- 191% of consumers want to see more online video content from brands
- 278% of people watch online videos every week
- 354% of consumers want to see more video content from a brand or business they support
- 459% of executives agree that if both text and video are available on the same topic they are more likely to choose video
- 5Youtube reaches more 18-49 year-olds in an average week than all cable TV networks combined
- 648% of consumers want videos specifically to reflect what they are interested in
- 7One-third of all online activity is spent watching video
- 873% of consumers prefer to watch a short-form video to learn about a product or service
- 968% of consumers prefer to learn about a new product or service through a short video over articles or ebooks
- 10Gen Z consumers are 2x more likely than Millennials to use video for product research
- 1150% of internet users look for videos related to a product or service before visiting a store
- 1286% of viewers say they would like to see more video from brands in the future
- 1315% of viewers believe video is the most helpful form of content when making a purchase decision online
- 1427% of global online users stream video tutorials or how-to content weekly
- 15More than 70% of YouTube viewers say they watch videos for help with a problem they're having
- 1662% of people say they are more interested in a product after seeing it in a Facebook Story
- 1790% of consumers claim a video will help them make a purchasing decision
- 1887% of Gen Z prefers branded videos that show someone using the product
- 19Consumers are 35% more likely to click on a video ad if it is personalized
- 2055% of consumers consume video content thoroughly compared to 29% for blogs
Interpretation
If content is king, video is the charismatic storefront, because consumers of all ages overwhelmingly want more short, personalized how-to and product videos, YouTube reaches 18 to 49 year olds better than all cable networks combined, Gen Z is twice as likely as Millennials to research with video, and that preference translates into measurably higher engagement, clicks and purchases for brands that show rather than tell.
Conversion & ROI
- 1Including a video on a landing page can increase conversion rates by 80%
- 264% of consumers make a purchase after watching branded social videos
- 384% of people say that they’ve been convinced to buy a product or service by watching a brand’s video
- 4Video marketers get 66% more qualified leads per year
- 5Using video leads to a 49% faster growth in revenue for marketers
- 696% of people have watched an explainer video to learn more about a product or service
- 7Adding video to emails can increase click rates by 300%
- 874% of users who watched an explainer video about a product subsequently bought it
- 9Replacing an image with a video on a landing page increases conversions by 12.62%
- 1070% of B2B buyers watch a video at some point during their buying journey
- 1152% of marketers say video is the type of content with the best ROI
- 12Product videos can increase purchases by 144%
- 1340% of consumers state that video increases the chance that they will purchase a product on their mobile device
- 1489% of video marketers say video gives them a good return on their investment
- 15Shoppers who view video are 1.81x more likely to purchase than non-viewers
- 16Real estate listings with video receive 403% more inquiries
- 1793% of brands got a new customer because of a video on social media
- 18Use of video content is linked to a 41% reduction in support calls
- 1980% of video marketers claim that video has directly increased sales
- 20Fitness businesses using video on demand see a 30% increase in member retention
Interpretation
If you want people to notice, trust and buy, put your message on video because across industries it dramatically boosts conversions, purchases, qualified leads, click-throughs and inquiries, speeds revenue growth, reduces support calls and churn, and delivers some of the best ROI marketers see, so the real question isn't whether to invest in video but how quickly you can start making better ones.
Marketer Adoption & Strategy
- 191% of businesses use video as a marketing tool
- 296% of marketers continue to view video as an 'important' part of their marketing strategy
- 370% of businesses are creating more videos now than they did at the same time last year
- 4YouTube is the most widely used video platform among marketers at 90%
- 599% of marketers who use video plan to continue using it
- 646% of marketers create video content specifically for social media stories
- 729% of marketers plan to invest more in short-form video than any other format
- 860% of marketers say that video tends to drive more engagement than photos
- 917% of marketers integrated live video into their social media strategies last year
- 1041% of video marketers say that pre-produced video is their most successful channel
- 1179% of non-video marketers say they expect to start using video as a marketing tool this year
- 1250% of marketers are now using Instagram Reels for video marketing
- 13Optimization of legacy content is a strategy used by 65% of content marketers including adding video updates
- 1488% of marketers plan to include YouTube in their video marketing strategy
- 1524% of marketers plan to use TikTok for video marketing for the first time this year
- 1666% of B2B marketers use video specifically for brand awareness
- 1725% of marketers say lack of time is their biggest barrier to video marketing
- 1831% of marketers use video for customer testimonials
- 1955% of marketers create video content completely in-house
- 2080% of video marketers calculate ROI by tracking video views
Interpretation
Video has gone from optional extra to default play, with YouTube reigning, short-form and social-story formats surging, most content produced in-house or by repurposing legacy assets, ROI often boiled down to view counts, and time still the stubborn bottleneck despite near-universal commitment to keep investing.
Search Visibility & Traffic
- 1Video web pages are 53 times more likely to rank on the first page of Google than text-only pages
- 2Video content can increase organic search traffic on a website by 157%
- 3Blog posts incorporating video attract 3 times as many inbound links as blog posts without video
- 4Video snippets appear in approximately 26% of all search results
- 5Websites using video have an average time-on-site of 2 minutes longer than those without
- 6YouTube is the second largest search engine in the world processing considerably more than 3 billion searches a month
- 7Utilizing video schema markup can significantly increase click-through rates from SERPs
- 8Google’s algorithms increasingly prioritize pages with diverse media formats including video
- 962% of Google Universal searches include video
- 10Pages with video are 45% more likely to rank for their primary keyword
- 11Video increases the chance of multiple listings in SERPs via video carousels
- 12Optimized video descriptions with keywords boost discoverability by over 30%
- 13Embedding videos on high-traffic pages encourages deeper indexing by search bots
- 1480% of marketers say video has directly helped increase dwell time on their website
- 15Videos under 2 minutes get the most engagement which correlates to better bounce rate signals
- 16Adding transcripts to videos can increase search traffic by indexing spoken content
- 17Thumbnail optimization can double search traffic from video platforms
- 18Video sitemaps improve the speed at which Google indexes video content
- 1976% of SEO professionals say video is an effective link-building tactic
- 20Google displays video thumbnails next to 26% of search results for e-commerce queries
Interpretation
If content is king, video is the king's megaphone: it multiplies rankings and organic traffic, extends time on site, earns far more inbound links, doubles discovery with smart thumbnails and schema, rewards short, optimized clips and transcripts with faster indexing and higher click-throughs, and taps YouTube's billions of searches to dramatically boost the chances of prominent, multiple listings in SERPs.
User Engagement & Behavior
- 1Social video generates 1200% more shares than text and image content combined
- 292% of users watching video on mobile will share it with others
- 3Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 485% of Facebook videos are watched without sound
- 5Interactive video generates 2x more conversions than linear video
- 669% of people say they’d prefer to watch a short video to learn about a product or service
- 7Users spend 88% more time on a website that has video
- 8The completion rate of interactive videos is around 90%
- 9Tweets with video see 10x more engagement than those without
- 10LinkedIn users are 20x more likely to share a video post than any other type of post
- 11Mobile video consumption rises by 100% every year
- 1275% of all video plays are on mobile devices
- 13Videos up to 2 minutes long get the most engagement
- 14Vertical video generates 4x more engagement on Facebook than square video
- 1565% of viewers watch more than three-quarters of a video
- 16Including the word 'video' in an email subject line boosts open rates by 19%
- 17Personalized video results in a 16x increase in effective engagement
- 18Average engagement for Facebook Live videos is 26% higher than pre-recorded videos
- 19Instagram videos receive 2x the engagement of photos
- 2033% of viewers will stop watching a video after 30 seconds
Interpretation
Bottom line: social video is not optional but the engine of attention, generating 1200% more shares than text and images combined, delivering 95% message retention versus 10% for text, prompting 92% of mobile viewers to share while 75% of plays happen on mobile and mobile viewing doubles yearly; interactive and personalized formats double conversions, drive about 90% completion and a 16x lift in effective engagement, short vertical clips under two minutes counter the one third of viewers who quit by 30 seconds and maximize Facebook performance where vertical wins four times over square and Live outperforms pre-recorded by 26 percent, and every platform rewards video with 10x more Twitter engagement, double Instagram engagement, 20x more LinkedIn shares, 88% longer site visits, and even a 19% email open lift when you say the word video, so make short, mobile-first, sound-off ready, interactive, and personalized video your content backbone or expect to be ignored.
