PRODUCT MARKETING

57 Video Marketing Statistics You Should Know

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Rishabh Pugalia

June 5, 2024

Video-Marketing-Statistics

To make informed decisions, B2B brands always need to analyze the preferences of customers and prospects. Knowing the latest video marketing statistics can help marketers improve their strategies and stay ahead of the competition.

These statistics give you insights into what videos to create, what your customers prefer, what platforms to choose, how to engage, etc. By understanding their audience, B2B brands can develop targeted solutions, personalize communication, and optimize campaigns.

Now, you might be thinking,

  • Can B2B video marketing statistics show the link between video marketing and a faster B2B sales pipeline?
  • Are there any statistics on how video marketing can increase website traffic or lead generation?
  • Are there any video marketing statistics that can help me understand future trends and optimize my strategy?

Below, you will find various statistics on customer preferences, types of videos, channels, etc.

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    Category 1: Customer Preferences

    Customer preference statistics help you understand what customers want from brands. These video marketing statistics show the effectiveness of video, particularly for product understanding, etc.

    With these video marketing statistics brands can make decisions on how to strategize videos, and optimize them for mobile, etc.

    1. 89% of consumers want to see more videos from brands in 2024. (Wyzowl)
    2. 91% of people have watched an explainer video to learn more about a product or service. (Wyzowl)
    3. 58% of consumers say they prefer to watch video content on a smartphone. Laptops came in second at 19%. (Lemonlight)
    4. When asked how they’d like to learn about a product or service, 44% say they’d most like to watch a short video. This comfortably beats off other materials such as ebooks or manuals (16%), infographics (15%), text-based articles (13%), sales calls (6%), or webinars/presentations/pitches (5%). (Wyzowl)

    Understanding customer preferences is essential. They reveal what people enjoy and how they interact with videos. SaaS statistics and trends help businesses create better videos that connect with the audience, draw in more potential customers, and increase sales.

    Category 2: Type of videos

    These statistics show the various types of videos businesses create for marketing purposes. B2B marketers and decision-makers use these trends to customize their video creation strategy.

    From these video marketing statistics, brands can deduce that creating testimonial videos, social media videos, the significance of storytelling, and adding humor are helpful.

    1. 48% of marketers said they’d be creating an explainer or brand video this year, both of which typically share the story of how a brand came to be, what it stands for, and why consumers should care. (Lemonlight)
    2. 24% of marketers say funny content is most likely to go viral. (HubSpot)
    3. Live-action video is the most commonly created type of video. 48% of video marketers have mostly created live-action videos. This is followed by animated video (24%) and screen-recorded (22%.) (Wyzowl)
    4. 39% of video marketers have created video testimonials, making this the most popular singular use case for video marketing in 2024. This is followed by explainer videos (38%), presentation videos (34%) social media videos (34%), product demos (32%), video ads (30%), sales videos (30%), teaser videos (30%), customer service videos (28%), videographics (25%), employee onboarding (25%), training (22%), customer onboarding (22%) and app demos (22%). (Wyzowl)

    Based on various marketing statistics, testimonial videos are the most popular. They are effective in showing real-life examples, benefits, and how products have made a difference.

    Check out the various testimonial video statistics to understand how testimonials influence buying choices, trends, etc.

    Category 3: Length

    These video marketing statistics show what is the ideal video length. These statistics about video marketing help B2B marketers adjust their video lengths to match what viewers prefer.

    1. 36% of marketers say the optimal length of a marketing video is one to three minutes. (HubSpot)
    2. Most marketers report success with short-form videos. 30-60 seconds is the most effective length according to 39% of marketers, followed by 1-2 minutes (28%), 30 seconds or less (18%), 2-3 minutes (10%), and 3 minutes or more (just 5%.) (Wyzowl)

    These video marketing statistics explain the challenges marketers face with video production such as lack of skills, budget, and time. This helps decision-makers and B2B marketers choose whether to hire others for videos, buy equipment, or focus on being creative.

    They can use these trends and online video marketing statistics to improve their strategies when facing challenges.

    1. 91% of businesses use video as a marketing tool (Wyzowl)
    2. 24% of video marketers exclusively use external vendors to create their content. (Up from 11% in 2023.) (Wyzowl)
    3. 38% of video marketers create their content in-house. (Down from 60% in 2023.) (Wyzowl)
    4. 38% of video marketers rely on a mixture of both in-house and external teams to create their content. (Up from 29% in 2023.) (Wyzowl)
    5. 89% of our marketers plan to include video in their own marketing strategies over the next several years. (Lemonlight)
    6. 88% of companies surveyed have a team dedicated to creating video content, and 45% of companies with dedicated video support have a team of two to five people. (HubSpot)
    7. 42% of marketers surveyed say creating video content through an outside agency has resulted in better videos. (HubSpot)
    8. 69% of marketers claim the biggest benefit of creating video content in-house is having more creative control and flexibility. (HubSpot)
    9. When asked what the three biggest challenges are when creating video content, the top responses were lack of time to create video content (39%), difficulty creating an effective video strategy (33%), and inadequate budget to create video content (31%). (HubSpot)
    10. Lack of time remains the #1 barrier to video marketing adoption. A third of marketers who don’t use video say it’s because they don’t have enough time. (Wyzowl)
    11. 68% of marketers who don’t use video say they plan to start using video in 2024. (Wyzowl)
    12. During a survey conducted in September 2021 among content marketers in the United States who make use of videos, 48% of respondents said their organization did not utilize existing videos to their potential. Lack of in-house skills was also deemed a challenge by 43% of respondents, while 40% cited a lack of budget. (Statista)
    13. When asked how long it takes to create a marketing video from start to finish, 30% of marketers say it takes two weeks. (HubSpot)
    14. 74% of companies optimize videos for silent auto-play. (HubSpot)
    15. 78% of companies leverage accessibility features in video content. The most common accommodation is video captioning, which is used by 65% of companies. (HubSpot)

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    Category 5: Finances

    These statistics on video marketing show the shifts in spending. This information helps B2B marketers and decision-makers understand industry spending trends. It helps them make informed budgeting decisions for their video marketing strategies.

    1. 49% of marketers feel the costs of video marketing are on the rise, while 29% say it’s getting cheaper. 21% of marketers feel the costs of video marketing are staying pretty much the same. (Wyzowl)
    2. 85% of video marketers plan to maintain or increase spending on video in 2024. (Wyzowl)
    3. 69% of marketers have spent money on video ads. The other 31% relied on organic reach. (Wyzowl)
    4. 14% of marketers say their company spends between $7,000 to $10,000 to produce a video. (HubSpot)

    Category 6: Distribution Channels

    For B2B marketers and decision-makers, understanding these trends helps them focus their efforts on platforms where they can reach their target audience. These social media video marketing statistics give an idea of where to post video content for brand discovery, engagement, and lead generation.

    These b2b video marketing statistics show the importance of prioritizing YouTube, video sharing frequency, and platform suitability.

    1. 71% of marketers created social media videos in 2022. (Wyzowl)
    2. 72% of respondents said that they currently share between one and four videos per month across various channels. (Lemonlight)
    3. YouTube is the most widely used video marketing platform with 90% of video marketers trusting the world’s #1 video site. (Wyzowl)
    4. The most effective video promotion strategies according to marketers are promoting videos on social media platforms (63%), adding videos to the company website or blog, optimizing the title and description for SEO, and running paid ads for videos (47%). (HubSpot)
    5. According to marketers, the top social media platforms for generating leads from videos are Instagram (66%) and YouTube (59%). (HubSpot)
    6. When comparing the two platforms, 78% of marketers said YouTube was more effective for reaching overall business goals, compared to 8% of marketers who felt Vimeo was more effective for reaching business goals. (HubSpot)
    7. Least used – Virtual reality (56%) 360 video (56%) and Snapchat video (57%) come in as comfortably the least widely used video marketing platforms. (Wyzowl)

    Category 7: Engagement & Retention

    These video marketing statistics show the significant impact of video content on audience engagement and information retention. They show how videos help grab attention, remember things better than text, and increase clicks and email open rates.

    These video marketing statistics show the benefits of using video in email campaigns, increasing message retention, etc.

    1. 92.7%of global internet users worldwide watch digital videos each week. (Insivia)
    2. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Insivia)
    3. 36% of marketers say the biggest benefit of video content is that it gets more engagement than other types of marketing. (HubSpot)
    4. According to marketers, the most important factors in creating a viral video are making relatable content (28%), keeping videos short (27%), and capturing viewers’ attention in the first few seconds (26%). (HubSpot)
    5. Video email marketing statistics – Email KPIs:
      • Video boosts open rates by 19%.
      • Video boosts click-through rates by 65%.
      • Video reduces unsubscribes by 26%. (Campaign Monitor)

    Category 8: ROI/performance

    These statistics show the significant impact of video marketing on lead generation, brand awareness, and ROI. They highlight the effectiveness of videos in driving clicks and the importance of metrics like view count and engagement for measuring performance.

    These marketing video statistics highlight the effectiveness of video ads, how to measure video engagement, the importance of short videos, etc.

    1. Video ads have an average click-through rate (CTR) of 1.84%, the highest among all digital ad formats (OptinMonster)
    2. Video marketers also generate 66% more qualified leads in a year vs traditional strategies and have higher brand awareness by 54%. (Mike Gingerich)
    3. Video improves brand recognition – by 54% on average. (Yans Media)
    4. The top metrics marketers use when measuring video content performance are view count (44%), watch time (43%), and engagement (41%). (HubSpot)
    5. 32% of marketers found the most effective way to generate leads from marketing videos is to place links to landing pages on social media video ads. (HubSpot)
    6. 39% of marketers report that short-form videos generate the biggest ROI. (HubSpot)
    7. 68% of marketers say content showcasing their products and services generates the biggest ROI. (HubSpot)
    8. 88% of video marketers say video has helped them increase user understanding of their product or service. (Wyzowl)
    9. 90% of video marketers say video has helped them increase brand awareness. (Wyzowl)
    10. 86% of video marketers say video has helped them increase web traffic. (Wyzowl)
    11. 87% of video marketers say video has helped them generate leads. (Wyzowl)
    12. 87% of video marketers say video has directly increased sales. (Wyzowl)
    13. 82% of video marketers say video has helped keep visitors on their website longer (aka dwell time). (Wyzowl)
    14. 66% of video marketers say video has helped them reduce support queries (an all-time high, and an increase of 13% from last year.) (Wyzowl)

    Category 9: Conversion

    These statistics show the significant impact of video content on consumer’s purchase decisions. These statistics show the importance of video content, the brand’s presence on social media, and persuasive capabilities.

    These video marketing stats show that investing in video, the brand’s presence on social media, and optimizing YouTube channels can help consumers make informed decisions.

    1. 82% of people have been convinced to buy a product or service by watching a video. (Wyzowl)
    2. 77% of people have bought or downloaded an app after watching a video about it. (Wyzowl)

    Conclusion

    Using video for marketing statistics helps businesses understand consumer trends and improve their strategies. Video marketing stats help decision-makers choose what works best. They use this info to make content that grabs attention and gets people to act, getting better results.

    These stats show what customers prefer to watch, how they engage, and what types of videos influence buying decisions. This targeted approach maximizes the impact of marketing efforts.

    Making decisions based on data ensures that the resources are spent on strategies that bring the best results.

    Frequently Asked Questions (FAQs)

    Video marketing statistics are important because they provide insights into what works based on market trends and customer preferences. This helps businesses make data-driven decisions, refine their strategies, allocate resources effectively, and achieve better results.

    Yes, video marketing statistics can help in predicting consumer behavior. By analyzing viewer engagement, preferences, and patterns, businesses can predict future actions and adjust their strategies accordingly.

    Video marketing statistics benefit businesses by providing insights that improve marketing strategies. They are helpful in:

    • Personalizing Marketing Efforts
    • Creating Relevant Content
    • Optimizing based on customer preferences
    • Improving Conversion Rates
    • Saving resources

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