What’s the value of a video? I get asked some variation of this question all of the time on sales calls. While I’m more than happy to talk anyone’s ear off about how video is evolving as the best tool for engaging an audience, numbers can speak louder than words. So, by popular demand, we decided to put together a consolidated (yet concise) resource for anything from video marketing statistics to higher-level video industry statistics.
Before we dive into the numbers
There’s one important caveat that no “social media video statistics 2019” blog posts talk about but is very important for anyone getting into video to understand: there are good videos and there are bad videos. While 87% of marketing professionals use video as a marketing tool, only 51% of marketing professionals worldwide name video as the type of content with the best ROI. Yes, that ROI stat is actually a pretty solid number but the point I’m trying to make is that, in order to make a video valuable, you need to make an amazing video and you need to use it right. This comes in the form of establishing goals, identifying key branding guidelines for the video to align with, and investing some money in purchasing a successful video.
I set myself up for it so I have to take the time for the shameless plug: if you want to learn more about what goes into making a successful video, don’t hesitate to reach out to the Explainly team. We’re experts in video marketing and regardless of if you’re ready to invest in a video for yourself, we’re happy to talk you through some things to consider when jumping into the industry. Oh, and if you’d like to learn more about video marketing, check out The Ultimate Online Video Marketing Guide.
Alright, let’s get into the reason you’re here: video marketing stats. First things first, let’s follow the cash. Will you make your money back?
The ROI of Video Marketing
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
- Marketers who use video grow revenue 49% faster than non-video users.
- Video on a landing page can increase conversions by 80% or more.
- 73% of B2B marketers say video positively impacts their ROI.
- 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media.
- Including a video on your landing page can boost your conversion rate by up to 80%.
- The average CVR for websites using video is 4.8%, compared to 2.9% for those that don’t use video.
Now that we’re all on the same page about the ROI of videos, let’s back up. We’ll get more into online video growth statistics and how other businesses are using video but, first, we need to understand some higher-level, online video viewing statistics.
- 85% of the US internet audience watches videos online.
- More than 500 million hours of videos are watched on YouTube each day.
- One-third of online activity is spent watching video.
- Social video generates 1200% more shares than text and image content combined. Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017.
- 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes.
- 73% of business videos in 2018 were less than 2 minutes long.
- 45% of people watch more than an hour of Facebook or YouTube videos a week.
- The 25-34 (millennial) age group watches the most online videos and men spend 40% more time watching videos on the internet than women.
- Over 500 million (half a BILLION) people are watching video on Facebook every day.
- 92% of mobile video viewers share videos with others.
- Videos up to 2 minutes long get the most engagement.
- 85% of Facebook videos are watched without sound.
- 87% of business-related video views take place on desktop or laptop computers.
- 85% of all internet users in the United States watched online video content monthly on any of their devices.
- Video campaigns on LinkedIn have 50% view rates.
- 50% of viewers aged 18-34 said they would stop what they were doing to watch a video from their favorite creator.
Okay, so it’s clear that people are watching videos online but that leads us to our next question: is anyone else using video? One of the best ways to research the success of video marketing is to see how other businesses are using video.
Are other businesses using video marketing?
- 97% of marketers say video has helped users gain a better understanding of their products and services.
- 87% of online marketers use video content.
- 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget.
- 85% of companies are using some form of video analytics.
- 81% of businesses use video as a marketing tool — up from 63% over the last year.
- 25% of companies publish videos every week.
On the other hand, maybe it’s more important to know how your customers interact with video or if they care in the first place. If your customers don’t care, why should you?
What do your customers think?
- 72% of customers would rather learn about a product or service by way of video.
- The average user spends 88% more time on a website with video.
- 8 out of 10 people have purchased a piece of software or app after watching a branded video.
- 59% of executives say they would rather watch a video than read text.
- Nearly 50% of internet users look for videos related to a product or service before visiting a store.
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- 6 out of 10 people would rather watch online videos than television.
- Mobile video consumption rises by 100% every year.
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.
- 54% of consumers want to see more video content from a brand or business they support.
- 64% of consumers make a purchase after watching branded social videos.
Let’s dive even deeper into some specific video marketing statistics. If you don’t have much experience in digital marketing, these stats might feel a bit more complex. For those who understand all of the video and digital marketing terminology, this should be an awesome resource for understanding some more about the potential opportunities for success using video in your digital marketing strategy.
Benefits of Video Marketing
- Video marketers get 66% more qualified leads per year.
- Video drives a 157% increase in organic traffic from SERPs.
- Video increases organic search traffic on a website by 157%.
- 93% of marketers say they’ve landed a new customer thanks to a video on social media.
- Adding video to your emails can increase click rates by 300%.
- Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP.
- A website is 53 times more likely to reach the front page of Google if it includes video.
- 46% of users act after viewing an ad.
- An initial email with a video receives an increase click-through rate by 96%.
- Video attracts two to three times as many monthly visitors.
- Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
- Combining video with full-page ads boosts engagement by 22%.
- Videos attach 300% more traffic and help to nurture leads. (MarketingSherpa)
- On average, people spend 2.6x more time on pages with video than without.
For those of you still here, let’s take a deep breath together – that was a lot of numbers.
Maybe we should have a stats video instead. If you’d be interested in us developing a video version of this resource, let us know. If there’s enough demand, we’ll make it happen. Regardless, I hope this post has helped you understand the value of a video. Like I mentioned at the beginning of this post, there is still an important distinction between successful videos and un-successful videos. At Explainly, we specialize in creating custom, 2D & 3D animated videos that are built with your goals in mind to make sure it succeeds.
Have more questions about video marketing and the value of a video? Even if you’re not interested in starting a project with us right now, let’s find a time to talk through the video industry in general or some ideas for how you can implement video in your organization.