Essential Video Marketing Statistics for 2024
Integrating video into your marketing strategy provides numerous benefits, from enhancing your search engine rankings on Google to significantly increasing your conversion rates. The effect of online video on your marketing ROI is clear and compelling.
Still undecided? Consider the facts. We've compiled 100 compelling video marketing statistics for 2024, divided into nine distinct sections, to illustrate the power of video marketing.
What is the Online Impact of Video?
Let's start by exploring 16 statistics that showcase the influence of video content on the Internet. These figures aren't restricted to marketing videos but include videos of all kinds and formats.
- A third of all online activity is spent watching video content.
- 100 million Internet users watch a video online every day.
- 55% of people watch online videos every day.
- Over 1 billion hours of video content are watched on YouTube each day.
- More than 92% of all Internet users across the world watch videos online every week.
- On average, people watch 17 hours’ worth of video content every week.
- More than 90% of consumers between the ages 12 and 44 qualify as digital video viewers.
- There are more than 244 million online video viewers in the United States.
- Online video content currently has a worldwide audience reach of 92.3%.
- 65% of users identify YouTube as their preferred channel for viewing video content.
- Over 75% of all online videos are viewed on mobile devices.
- 92% of the people who view videos on mobile devices will end up sharing videos with others.
- 75% of users prefer watching videos in a horizontal format, compared to only 25% who prefer a vertical format.
- 80% of users will click away from a video if it starts to buffer or load slowly.
- 92% of users watch videos with the sound off.
- Users typically retain 95% of the info presented in a video, but they only retain 10% when they read it in text-based content.
How do businesses view video marketing?
A great way to gauge the effectiveness of a marketing strategy is to observe how other companies perceive it. When a majority of businesses report satisfaction and success with a strategy, it's likely a good one to adopt. With this in mind, here are 11 statistics that reflect how businesses view video marketing.
- 91% of companies use videos in their marketing.
- 71% of B2B companies use video marketing.
- 66% of B2C companies use video marketing.
- 69% of companies have invested in paid video ads.
- 88% of marketers view video marketing as a key part of their digital strategy.
- 30% of marketers state that video marketing plays a bigger role in their overall marketing strategy than their website does.
- 36% of marketers say that their main goal for video marketing is to increase brand awareness.
- 48% of content marketers believe their companies aren’t using video marketing to its fullest potential.
- 39% of companies identify lack of time as the biggest obstacle when running a video marketing campaign.
- Of the businesses that don’t use video marketing, 15% avoid it because they don’t know where to start.
- 68% of businesses that don’t currently use video marketing state that they intend to begin using it in 2024.
How Do Online Users Perceive Video Marketing?
We’ve already explored how businesses view video marketing. But what about the target audience? What do online users think of video marketing? Discover their perspectives with these 18 statistics.
- 72% of consumers have said that they would prefer to learn about products and services in a video format.
- Users are 3 times more likely to opt for watching a video tutorial on YouTube than they are to read a text-based instruction manual.
- 54% of email subscribers prefer emails that contain video content.
- 91% of users want to see more video marketing content from businesses.
- 45% of users would like to see more live video content on social media platforms.
- 66% of consumers say that short-form videos are more engaging than long-form ones when posted on social media.
- Viewers are 35% more likely to continue watching a personalized video than they are a non-personalized one.
- 87% of users state that the quality of a video affects the level of trust they have in a brand.
- 65% of users skip online video ads when they have the option.
- 87% of business-related videos are viewed on desktop computers.
- More than 90% of people discover new brands on YouTube.
- More than half of users watch explainer videos before making a purchase.
- 70% of users are open to learning about new products from brands on YouTube.
- Over 55% of consumers use YouTube to help them make purchase decisions.
- More than 40% of users have purchased products they discovered on YouTube.
- 82% of consumers have bought a product or service due to watching a marketing video.
- Of shoppers who watched a YouTube video related to a planned purchase, 80% stated that they did so near the beginning of their shopping process.
- 80% of users switch back and forth between online search and video content when researching products.
What Types of Videos Do Marketers Create?
Having established how both businesses and customers feel about video marketing, let’s delve into the specifics. What kinds of videos are marketers producing? The 12 statistics below provide the answer.
- 48% of marketing videos are live-action.
- 24% of marketing videos are animated.
- 22% of marketing videos are screen-recorded.
- 40% of the videos produced by customer experience teams are how-to videos.
- 20% of companies have created thought leadership videos.
- 65% of marketing videos are presentations.
- 40% of companies have created explainer videos.
- 32% of businesses have created videos for product demos.
- Almost 50% of all marketing videos are testimonials.
- 39% of video marketers have produced video testimonials as part of their content.
- 53% of businesses have used synchronous video content via live webinars.
- 95% of marketers report success with short-form video content.
How Are Businesses Creating Videos?
There are various approaches to video marketing. The six statistics below illuminate how many companies are managing their video creation process.
- 35% of marketing videos are created from scratch.
- 48% of marketing videos are developed from some combination of premade templates.
- 38% of businesses create their marketing videos in-house.
- 24% of businesses rely entirely on external agencies to create their marketing videos.
- 38% of businesses divide their video marketing between an in-house team and an external agency.
- 75% of video marketers have used artificial intelligence (AI) to help them create video content.
How Much Do Businesses Invest in Video Marketing?
Like any marketing strategy, video marketing requires a budget. So, how much should you expect to spend on your videos? While the amount can vary greatly depending on your approach, these three statistics offer insights into how other companies are budgeting for their video marketing.
- 60% of businesses dedicate 11–50% of their marketing budget to video marketing.
- 85% of marketers are planning on either maintaining their current video budget or increasing it in 2024.
- On average, businesses increase their video marketing budgets by 25% each year.
Which Social Media Platforms Are Best for Video Marketing?
Social media is one of the most popular venues for marketing videos. But which platforms are businesses using for their video marketing? While nearly any social platform can be utilized, the seven statistics below reveal which ones are the most popular.
- 90% of marketers use YouTube for their video marketing.
- Facebook is the second most popular video-sharing platform, with 70% of marketers preferring to use it.
- 84% of businesses use Facebook as one of their primary video marketing channels.
- TikTok is expected to surpass Facebook as the most popular social media platform for video marketing in 2024.
- 77% of businesses have posted a marketing video on Instagram’s IGTV.
- Of the marketers who posted video content on LinkedIn, 75% reported that it was successful.
- On LinkedIn, video posts get shared 20 times more frequently than other types of posts.
What Kinds of Results Does Video Marketing Drive?
If you’re not convinced by the general opinions of marketers and users, perhaps hard numbers demonstrating specific metrics will persuade you. Check out the 18 statistics below to see the concrete results driven by video marketing.
- 86% of marketers say that video content has helped drive more website traffic.
- 82% of businesses report that videos help keep people on their website longer.
- Users stay on pages with video content almost 3 times as long as they stay on pages without video content.
- Blog posts that contain video content attract 3 times as many backlinks as posts that don’t.
- 90% of marketers report that video marketing has boosted their return on investment (ROI).
- 87% of marketers say video marketing has generated more leads for their business.
- 87% of marketers say video marketing has driven more sales for them.
- Companies that use video marketing are able to grow their revenue 49% faster than those that don’t.
- Businesses that use video marketing experience conversion rates that are 34% higher than those that do not.
- On ecommerce websites, video marketing can increase conversions by as much as 80%.
- By putting a video on a landing page, you can increase that page’s conversion rate by as much as 80%.
- The average conversion rate for websites that feature video content is 4.8%, as compared to the 2.9% conversion rate for sites that don’t.
- Social media posts that contain video content attract twice as much engagement as those that only contain images.
- Social media posts that contain videos generate 1200% more shares than text-based and image-based posts combined.
- Including videos in marketing emails can boost click-through rates by as much as 300%.
- 88% of marketers say that video marketing has helped users better understand their products or services.
- 90% of businesses say that video marketing has increased brand awareness among their audience.
- 62% of Google searches include video results.
What Are Some Best Practices for Video Marketing?
To conclude our extensive list of video marketing stats, let’s review some best practices for creating videos and running campaigns. The following statistics reflect how to achieve the best results from your video marketing efforts.
- 31% of businesses publish two to four videos each month.
- 65% of companies add captions to their videos for accessibility.
- Due to short attention spans, marketing videos need to grab viewers’ attention in 2.7 seconds or less.
- 81% of companies find that including some kind of music in their videos helps them to perform better.
- 66% of companies report that using voiceovers in their videos helps them to perform better.
- 24% of marketers believe that videos are more likely to go viral if they use humor.
- 60% of marketers named engagement as the most important video marketing metric to track.
- 36% of marketers say that the most important factor when creating video content is capturing users’ attention in the first few seconds.
- 42% of companies say their videos have improved as a result of partnering with an external agency.
Video Marketing Services from Apex Explainer Videos
After reviewing the video marketing statistics listed above, you might be eager to start (or optimize) your own video marketing campaigns. However, if you lack the necessary resources or staff to manage it on your own, consider partnering with a digital agency.
If that's the route you choose, there's no better agency to partner with than Apex Explainer Videos. With nearly a decade of experience in creating videos, our team can help you create top-tier marketing video content to engage your audience and boost your revenue.