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  • 64 Essential Video Marketing Statistics: 2019 Data Analysis & Market Share

64 Essential Video Marketing Statistics: 2019 Data Analysis & Market Share

Category: B2B News

The prospects for video marketing remains very bright, with lots of possibilities spurred by newer technologies. With this in mind, we’ve conducted this special research compilation to explore the notable video marketing statistics and data from the previous years and look ahead to what we might expect for the remaining of 2019 and beyond.

One thing’s inevitable—with people all over the world embracing video content with massive interest, marketing teams are sure to follow, leveraging their content marketing system with video rollouts across channels.

video marketing statistics main

1. Video Marketing Industry Statistics

The growing demand for video has transformed marketing as we know it. Unlike in the past, today’s marketing teams are primarily focused—and rightfully so—on searching for novel approaches in engaging potential leads and providing more personalized experiences. As video had become the major element in marketing and communications plans, let’s look at how the industry had thrived so far in these essential marketing figures: 

  • The video marketing market size worldwide is expected to expand further, with a value of US$34 billion in 2019 to reach US$ 52 billion by 2023. (Statista)
  • For this year, over 75% of all Internet traffic is streaming video content. By 2022, it is expected to reach 82%. (Cisco)
  • The most common types of business-related videos are webinars (56%), product demos (52%), social media videos (51%), explainer videos (49%), and product videos (47%. (Vidyard)
  • From US$90+ billion in 2018, brands are expected to spend more than US$100 by 2023 in social media marketing. (MarketingLand)
  • 73% of B2B marketers report that video helps them recover their investments faster. (Tubular Insights)
  • The most extensively used video channel among marketers is YouTube. (Wyzowl)
  • For every 10 people, 6 would prefer to watch online videos than watch television. (Google)

The most common types of videos created by businesses

As of November 2018

Webinars

%

Demos

%

Social Media Videos

%

Explainer Videos

%

Product Videos

%

Customer Videos

%

How-to/Educational Videos

%

Thought Leadership

%

Livestreams

%

Cultural Videos

%

Vlogs

%

One-to-One

%

Source: Video in Business Benchmark Report by Vidyard

Designed by

Video’s emerging role is compelling businesses to reconsider and adjust how they use its current arsenal of marketing strategies—which include content marketing, email marketing, customer marketing, demand generation, digital marketing, social media, etc.—to optimize the use of video to their advantage. To do so, annual marketing budgets will substantially increase to adequately meet the high demand for video production.

2. Video Marketing Ad Spending Statistics

Businesses more and more utilize video marketing to boost their sales, create brand awareness and trust, reach out to prospects, and better sustain their existing clientele.

  • More than US$90 billion were spent by businesses on video content for 2019, mostly on social media marketing. The worldwide digital video marketing market size is expected to continue experiencing robust growth, with digital ads reaching more than US$100 billion by 2023. (Forrester)
  •  For 2018, advertisers spent more than US$30 billion on mobile video advertising, and the figure is expected to further increase as more mobile-focused technologies are launched by vendors. (WordStream)
  • In the US alone, mobile video ad spending will reach US$15.93 billion for, and will continue rising to US$24.81 billion by 2022. (eMarketer)
  • A 2018 video ad spend study found that since 2016 all market sectors’ digital and mobile video advertising had increased by 53% and is expected to continue rising. (IAB)
  • Interactive ads can demand more than 30 seconds of lead-in engagement, changing their use from mere awareness among consumers to also include interest. (IAB)

Video Marketing Ad Spending

Rocket science isn’t needed to know the reason why video marketing is the preferred tool used by marketers nowadays—t can tell so much about a product or service in a very short span of time, in a visually engaging format that is really enjoyable to watch. No wonder marketers are increasingly posting video ads and social media marketing videos on today’s top three video marketing sites, Facebook, YouTube, and Instagram.

3. Video Marketing Best Practices Statistics

If you want to increase conversion and exposure, a video marketing strategy is the only way to go. It’s good to know that the continuing influx of video on various business and marketing channels will also result in the leveling up of standards to guarantee video playback meet accessibility compliance needs and support on-brand requirements.

  • By placing a video on social media, 93% of businesses are able to win new customers. (Animoto)
  • 59% of executives prefer watching a video than reading textual content. (Wordstream)
  • With video now established as a major influencer, an industry-wide video marketing data indicates that Instagram is on track to become the fastest-growing platform that uses video content for driving consumer purchasing decisions. (Oberlo)
  • When used for marketing, 1 minute of video is equivalent to 1.8 million words. (Forrester Research)
  • Video is now being used by 87% of marketers worldwide as a primary marketing tool. (Wyzowl)
  • The top social media platforms for video marketing are Facebook (81%), Instagram (74%), and YouTube (70%). (Animoto)
  • If a business uses a video on its webpage, it is 53x more likely to appear on the first page of Google results since video enhances SEO. (Video Explainers)
  • 88% of marketers are happy with the returns of their social media-based video marketing efforts. (Animoto)
  • Findings of the State of Video Marketing 2018 indicate that 83% of marketers consider that video marketing’s importance is growing. (DemandMetric)
  • People tend to spend time on websites with video 88% more on the average. (Forbes)
  • If you include a video on your website, it will reach the first page of a Google search 53%x more likely. (Insivia)
  • After watching a video, a 2018 video marketing study found that 53% of consumers would follow a brand, while 66% of Millennials would do so. (Brightcove)
  • 76.5% of marketers and small businesses find video marketing as effective in providing results. (Animoto)
  • 8 billion video views happen on Facebook on a daily basis. (TechCrunch)

Top Social Media Platforms for Video Marketing

With 52% of marketers using Facebook Ads Manager

Facebook

%

Instagram

%

YouTube

%

Source: 2018 State of Social Video: Marketer Trends by Animoto

Designed by

Video had proven to be both an effective tool for product/service awareness and is very easy to consume versus the other marketing media. Videos offer an easier, more convenient approach to learning and retaining information.

4. Video Consumption Statistics

In this fast-paced world where having a busy lifestyle had become the norm, most people tend to have limited time to spend reading long text. And this applies to every age group, in every corner of the world. Here are some of the proven best practices, news and statistical figures relating to how video marketing is used nowadays.

  • By 2021, video consumption is predicted to form 80% of the world’s internet traffic by 2021. (MarTech)
  • Among all US-based internet users, 85% watched online video content on a monthly basis. (Statista)
  • A video marketing report reveals that by 2020, around 1 million minutes of video are shown over the internet for every second. (Cisco)
  • Social media video creates 1,200% more shares compared to the combined total shares of text and images. (SmallBizTrends)
  • Representing more than 50% of all video plays, mobile video is the fastest-growing consumer-targeted video. (WordStream)
  • After 30 seconds, 33% of viewers will stop watching a video, while 45% will stop by 60 seconds, and 60% by2 minutes. (Ad Age)
  • 73% of consumers are influenced after watching a video on social media. (Animoto)
  • When viewed via mobile devices, 92% of users share after watching a video. (RENDRFX)
  • Consumers love to watch videos on social media. (Animoto)
  • Online video ads are skipped by 65% of viewers ASAP. (CNBC)
  • As the second largest search engine, YouTube plays more than a billion hours of video every day and receives over 1.5 billion users every month. (SEJ)
  • On average, a Facebook video generates 135% more organic reach compared to a Facebook photo. (Socialbakers)
  • 4 of the top 6 channels on which global consumers watch a video are social media channels. (HubSpot)
  • People tend to watch videos on their smartphone 1.5 times more. (Facebook)

when Internet Traffic will be videos

Being primarily sensory, people tend to consider videos as more interesting, more engaging, and more widely-used versus the other types of content being used today. With all the popular types of video content presently used—such as explainer video, video ads,video testimonials, recordings of live streams, product demos, product reviews, tutorials, video presentations, video interviews,  and vlogs (video blogs), video as a preferred way to tell a story or to advertise had ceased from being a good alternative—it’s now mandatory. And with most people always on the go nowadays, you must ensure you’re also utilizing the advantages of mobile marketing apps.

Video has brought massive torrents of change to marketing in particular and business in general. Here are some of the key video marketing developments today that every business must know and act upon to take advantage of its proven efficiency:

  • A call-to-action is 95% more effective in videos. (Forbes)
  • Videos shorter than 2 minutes receive the most engagement. (Wistia)
  • 60% of Instagram Stories are watched with the sound, whereas 85% of Facebook videos are watched without any sound. (Instagram)
  • To make 82% of consumers spend more time on a site, Google Chrome blocks autoplay ads as more people hate autoplay. (Marketing Land)
  • 93% of marketers use video in various levels of utilization. (SingleGrain)
  • After viewing a brand’s content on a website, 75% of Instagram users have taken an action. (HootSuite)
  • 72% of consumers prefer to watch video for product/service awareness rather than reading text. (Wyzowl)
  • 81% of businesses prefer to use Facebook for their video marketing. (Buffer)
  • When you place a video in your landing page, your conversion rate will increase by up to 80%. (Unbounce)
  • More than 50% of consumers prefer brands that use videos on their sites, more than the other content types. (HubSpot)
  • 90% of consumers report that videos help them reach purchasing decisions. (DepositPhotos)
  • Video has improved the conversion rate of 72% of businesses. (ImpactBnd)
  • Mobile video consumption rises by 100% every year. (Insivia)
  • When people watch a video ad, 95% are able to retain the ad’s message; only 10% of consumers do so when reading the message in a text. (Insivia)
  • Video helps marketers increase revenue 49% faster compared to those who don’t use video. (Wordstream)
  • Commercial breaks played in the middle part of videos are watched 90% of the time, unlike ads played before or after a video. (AdAge)
  • 66% more qualified leads are derived by video marketers annually, while a 54% rise in brand awareness is achieved by video marketers. (Optinmonster)
  • Videos invite 300% more traffic and are effective in nurturing leads. (MarketingSherpa)

Type of Content Customers want to see from a Brand or Business

Base: 3,010 consumers in Mexico, Colombia, Germany, and the US (Q3 2017)

Videos

%

Emails/newsletters

%

Social images

%

Social videos

%

Blog articles

%

Content in PDF form

%

Source: HubSpot Content Trends Survey

Designed by

Marketers should stop wasting precious time and limited company resources on other marketing channels and simply focus on building strategies centered on optimizing video marketing on truly cater to today’s consumers. To better design a comprehensive marketing approach for your business, you must take advantage of the benefits that today’s best marketing solutions offer.

6. Video Marketing Technology Statistics

Before we get so engulfed by the extensive variety of videos that we watch every day, it is also important to take note of one of the unchanging, universal truths in media—”the medium is the message”—that with video marketing, the quality of the medium also affects the quality of the message.

  • Interactive video is among the hottest rising development in video marketing, with 23% of marketers saying they have used it in their campaigns. (Wyzowl)
  • 85% of marketers say that using Facebook as a video marketing channel is an effective approach. (HootSuite)
  • Boosting ROI (68%), enhancing marketing efficiency (55%), and ascribing revenue to marketing (42%) are the top 3 strategic priorities among marketing technology vendors. (ClickDimensions)
  • 86% of B2B marketers have implemented marketing technology to some extent. (ClickDimensions)
  • 2019 will further integrate video and SEO especially in terms of organic search results ranking. (LemonLight)
  • Video stories are becoming the trendy content format, first offered by Snapchat. Facebook, Instagram, and YouTube have already followed. (MarketingLand)

Strategic Priorities among Marketing Technology Vendors

Indeed, behind every viral marketing video is the video technology and the team that created the piece of awesome creative audio-visual work. This makes it equally important to carefully consider the video marketing technology that your business chooses in engaging your audience. Likewise, your team’s creativity should always be grounded in sound insights that can be generated by your trusted marketing analytics platforms to ensure success and relevance.

Take advantage of these statistics when getting video marketing software

More than ever before, marketing experts are relying on the proven efficiency and upcoming potentials of video content in furthering their primary cause, i.e., to boost user engagement and to enhance brand trust. Along with the other benefits of marketing software, video ads should now be made a priority among marketing teams. To sum up the above video marketing technology analysis, here are some key takeaways that will matter the most to your business:

  • As video is on its way to completely dominate the Internet, it becomes more inevitable for marketers to prioritize using video marketing over other advertising channels.
  • Video is now the number one tool used by marketers everywhere.
  • Marketers should focus on using videos on mobile-friendly social media sites.
  • The shorter a video is, the more it becomes engaging and effective.

We’ve saved the best news for last: the most interesting part in today’s ongoing video marketing research is that businesses don’t need a huge budget or additional outside resources to create an engaging marketing video. You don’t even need to be an expert video producer to succeed in this area.

Basically, what businesses need is a clear direction on how they’ll use video in their marketing campaigns and, of course, the suitable video marketing software to create it.

There’s likely no other better proof of how a small, unknown company became a billion-dollar brand by only creating a very creative and engaging video that became viral than the success story of the Dollar Shave Club.

This only shows that you don’t have to be a large enterprise or use massive resources to start a successful video marketing program for your business. In case you want to learn more about this exciting technology, it is suggested good practice to conduct even the most basic of research on how to create an effective video engagement strategy for your business.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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