Creating Marketing

50+ Video Marketing Stats That’ll Change How You View Video Marketing

Video Marketing Stats
Written by Chad Buleen

Knowing that video marketing is an important aspect of content marketing and embracing it as a vital component in your marketing efforts are two distinctly different things. As you will see manifested in the numbers, data, and research included below, audiences largely want to consume video content more than ever.

The organizations that are finding meaningful ways to develop video content and effective ways to distribute it are much more likely to be successful in their marketing efforts.

50+ eye-opening video marketing statistics

As you delve into the outlined stats below, you will come away with a better understanding of the importance of video in your own marketing efforts.

Content marketing video stats

Content marketing video stats

  • Upwards of 86% of businesses utilize video as a marketing tool. (WyzOwl)
  • The number of businesses utilizing video as a marketing tool has increased by 61% in the last five years. (WyzOwl)
  • A full 93% of marketers who utilize video in their marketing efforts say video is an important part of their marketing strategies. (WyzOwl)
  • The number of video marketers who say video is an important part of their marketing efforts has increased by 15% in the last five years. (WyzOwl)
  • Nearly 3/4 of marketers create explainer videos—more than any other video type. (WyzOwl)
  • Approximately 67% of marketers develop social media videos. About 41% of marketers develop both sales videos and video ads. (WyzOwl)
  • Organizations claim that a “lack of time” is the leading factor in keeping them from creating more video content — with 67% of organizations claiming such. (Buffer)
  • Other leading factors that keep marketers from developing videos include “no budget” (41%), “not sure what to create” (23%) and “not sure how to create” (15%). (Buffer)
  • In a given year, more than 80% of content marketers utilize pre-produced videos as part of their marketing efforts. (CMI)
  • The highest percentage of videos uploaded are “short-form” videos. The number of short-form videos uploaded since 2019 has increased by 62%. (Wistia)
  • The total number of short-term videos uploaded since 2016 has increased by 100%. (Wistia)
  • People watched more than 12 billion minutes of video in 2020. (Wistia)
  • Videos that feature interactive elements at the beginning of the video have the highest conversion rate (8.7%). (Wistia)
  • Conversion rates for videos with interactive elements at the end of the video are significantly higher than videos with interactive elements in the middle of a video. (Wistia)
  • Nearly 9 out of 10 people say they would like to see more video content from brands. (Wyzowl).
  • In 2015, 78% of marketers said that video was an important part of their marketing strategy. By 2021, 93% of marketers answered the same way. (Wyzowl)
  • In 2015, 80% of marketers said that their use of video had led to an increased understanding of their product or service. By 2021, this number grew to 94%. (Wyzowl)
In 2015, 78% of marketers said that video was an important part of their marketing strategy. By 2021, 93% of marketers answered the same way. #marketing #videomarketing Click To Tweet

Youtube video stats

YouTube video stats

  • More than 70% of viewers say YouTube makes them aware of new brands. (YouTube)
  • YouTube viewers say they are 4 times as likely to use the platform to find additional information about a brand, service, or product. (YouTube)
  • YouTube is the second-most popular social media channel for businesses to use to publish content.  (Buffer)
  • About 63% of businesses say they publish content on YouTube.  (Buffer)
  • YouTube boasts more than 2 billion monthly logged-in users. (YouTube)
  • YouTube sponsors localized versions of the video platform in more than 100 countries across the globe in nearly seven dozen languages. (YouTube)
  • More than 500 hours of content are uploaded to YouTube every minute of the day. (YouTube)
  • A full 87% of video marketers say they have used YouTube in their marketing efforts. This is up 2% from the prior year. (Wyzowl)
  • Nearly 90% of video marketers who currently utilize YouTube in their video marketing efforts plan to continue to use the platform as part of their video marketing strategy in the future. (Wyzowl)
YouTube viewers say they are 4 times as likely to use the platform to find additional information about a brand, service, or product. #marketing #videomarketing Click To Tweet

Instagram video stats

Instagram video stats

  • More than 70% of marketers say they don’t plan to create video content specifically for IGTV. (Buffer)
  • Instagram is the third most popular social media channel for businesses to use to publish video content (behind Facebook and YouTube). (Buffer)
  • About 58% of businesses say they publish video content on their Instagram accounts.  (Buffer)
  • Almost 60% of video marketers who currently use Instagram plan to continue to use the platform as part of their video marketing strategy in the future. (Wyzowl)
  • Video content on Instagram is less engaged with now than it once was. The median engagement rate for videos on Instagram have decreased by 39% in the last year. (Trust Insights)
  • On IGTV, video engagement has dropped by 75% drop in the last year.
  • IGTV video content is overall the least engaging type of content to publish on Instagram (compared to shorter videos, carousels, and photos). (Trust Insights)
  • The median engagement for influencer videos on IGTV decreased by nearly 48% in the past year. Videos, in general, on Instagram decreased in engagement by 25% for influencers. (Trust Insights)
More than 70% of marketers say they don't plan to create video content specifically for IGTV. #marketing #videomarketing #smm Click To Tweet

Facebook video stats

Facebook video stats

  • Nearly 2 in 5 businesses on Facebook say they publish video once a month. (Buffer)
  • About a quarter of the businesses say they publish video content weekly. (Buffer)
  • Approximately 15% of businesses say they never publish video content on Facebook. (Buffer)
  • Approximately 81% of businesses say they publish video content on Facebook.  This makes Facebook the most popular social media channel for video marketers. (Buffer)
  • Approximately 70% of marketers who currently use Facebook in their video marketing efforts plan to continue to use the platform as part of their video marketing strategy in the future. (Wyzowl)
  • Approximately 15% of all the content found on Facebook is video content. (Social Insider)
  • The majority of video content published on Facebook comes from large organizations — with brands that boast more than 100,000 followers publishing 71% of all video marketing content on the channel. (Social Insider)
  • Only roughly 12% of brands who use Facebook for video marketing efforts publish live videos. (Social Insider)
  • Studies show that brands who use live video in their Facebook marketing efforts can expect to receive double the engagement that they would have seen on a pre-produced video. (Social Insider)
Facebook is the most popular social media channel for businesses to use to publish video content. Approximately 81% of businesses say they publish video content on Facebook. #marketing #videomarketing Click To Tweet

TikTok video stats

TikTok video stats

  • TikTok users spend an average of 33 minutes per day on the short-form video app. (eMarketer)
  • The 33 minutes per day TikTok users spend on the channel is a greater amount of time than users spend on either Snapchat or Instagram. (eMarketer)
  • The number of marketers who use TikTok doubled from 10% in 2019 to 20% in 2020. (Wyzowl)
  • Only one-third of marketers using TikTok are say that their efforts on the channel are not effective. (Wyzowl)
  • Approximately 20% of video marketers plan to utilize TikTok as part of their video marketing strategy in the future. (Wyzowl)
  • Roughly 1 in 4 United States internet users have used TikTok or seen videos on TikTok. (Influencer Marketing Hub)
  • TikTok users spend upwards of 850 minutes a month on the app. (Influencer Marketing Hub)
  • More than two-third of teens in the United States view videos on TikTok each month. (Business of Apps)
TikTok users spend an average of 33 minutes per day on the short-form video app. This is a greater amount of time than users spend on either Snapchat or Instagram. #marketing #videomarketing Click To Tweet

LinkedIn video stats

LinkedIn video stats

  • A full two-thirds of marketers say they plan to publish video content on LinkedIn in the coming year. (Wyzowl)
  • About 63% of video marketers who currently use LinkedIn in their video marketing efforts plan to continue to use the platform as part of their video marketing strategy in the future. (Wyzowl)
  • LinkedIn users are approximately 20 times more likely to share a video on the platform than any other type of post. (LinkedIn)
  • More than half of marketers use videos in their marketing efforts on LinkedIn. (LinkedIn)
  • A majority (84%) of video marketers on LinkedIn have found videos on the platform to be an effective means of growing their business online. (LinkedIn)
A full two-thirds of marketers say they plan to publish video content on LinkedIn in the coming year. #marketing #videomarketing Click To Tweet

Live video stats

Live video stats

  • Roughly four out of five individuals would rather watch a live video from an organization rather than read a blog article. (Livestream)
  • About 82% of audiences prefer to watch a brand’s live video rather than consume a typical social media post. (Livestream)
  • Nearly 9 out of 10 people would prefer to watch more live video content online if it featured more behind-the-scenes moments. (Livestream)
  • Almost half (45%) of people say they would pay to livestream content from a “favorite” entertainer or team. (Livestream)
  • Approximately 44% of content marketers utilize live video in their marketing efforts during the course of a given year. (CMI)
  • In 2019, 46% of marketers used webinars. By the end of 2020, the number jumped all the way to 62%. (Wyzowl)
  • Approximately 28% of video marketers who currently utilize Facebook Live in their video marketing efforts plan to continue to use the platform as part of their marketing strategy in the future. (Wyzowl)
Roughly four out of five individuals would rather watch a live video from an organization rather than read a blog article. About 82% of audiences prefer to watch a brand's live video rather than consume a typical social media post. #marketing… Click To Tweet

Snapchat video stats

Snapchat video stats

  • Snapchat users spend an average of 28 minutes per day on the short-form video app. (eMarketer)
  • Approximately 6% of video marketers plan to use TikTok as part of their video marketing strategy in the future. (Wyzowl)
  • More than 80% of those on Snapchat say that vertical video feels more personal to them. Additionally, 77% of Snapchat users say that it feels more immersive. (Snapchat)
  • Approximately 280 million people use Snapchat daily (Snapchat)
  • Snapchat videos reach more than 75 percent of those ages 13-34 in the United States. (Snapchat)
Approximately 6% of video marketers plan to utilize TikTok as part of their video marketing strategy in the future. #marketing #videomarketing Click To Tweet

About the author

Chad Buleen

Chad Buleen is a well-intentioned husband and father who loves to write about social media, digital marketing, and content strategy. His hobbies include competing in wrestling matches on the living room floor, being nominally effective at helping his kids with their math assignments, and spending time trying to convince people that working with social media is a real job.

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