Businesses rely on studies to give them a clear indication of how best to divert resources. And video marketing is proven, time and again, to hold a wealth of potential. Explainer videos are probably the most studied, but there is a wealth of data on all kinds of videos.
When it comes to the internet, video absolutely dominates. In fact, one-third of all online activity is spent watching videos [WordStream], with the average person expected to spend 100 minutes per day watching videos online in 2022 [Zenith Media].
TwentyThree’s statistics are taken from thousands of marketing teams around the world and according to their most recent report, they’ve discovered that companies are mostly producing short videos.
Specifically half of all videos, 47% to be exact, are less than 2 minutes long:
47% 0-2 minutes
26% 2-5 minutes
13% 5-15 minutes
8% 15-45 minutes
7% 45+ minutes
And the shortest videos (0-2 minutes) have an average play percentage of 70-90%.
38% of marketers using video for day-to-day activities, are in the Ecommerce and Retail sectors
18% are from the Software sector
17% come from Internet sectors
Followed by Finance (8%), Healthcare (7%) and Human Resources (3%)
[Vidico]
But it’s worth noting the same study indicated there has been a rise in video usage in other sectors, such as:
Agriculture
Consulting
Real Estate
Education
Corporate Communications
38% of product marketers and 24% of content marketers use video to achieve their goals. Whereas 19% of social media marketers leverage video on a daily basis. [Source: Vidico]
So what are the key motivations inspiring marketers to leverage video content?
56% state driving brand awareness51% listed driving sales
63% of marketers believe YouTube is the best platform
62% say facebook
51% says instagram
40% say company website
26% say TikTok
25% say linkedin
16% say TV
[Vidico]
6 out of 10 people prefer watching online video content compared to television [Think with Google]
More than 75% of all videos are played on mobile devices [eMarketer]
The Demand Metric yearly report for 2022 [Vidyard] has produced some very interesting results:
82% of respondents report that video, as a form of content, is becoming more important to their organisation. With only 12% showing not much of a change and 6% under the impression they’re getting less important.
But with nearly 93% of participants stating that video converts better than any other form of content they employ, we can only see that positive response increasing. Especially as the percentage of respondents reporting that their company creates more than 51 videos each year has increased by 261% over the past two years.
30% of marketers feel creating videos solves their problem of customer acquisition
24% stated that video widely improves product experience and knowledge
20% believe video increases awareness and visibility
16% reported video helps with innovation to gain the target audience’s attention and show more of the brand’s personality
[Vidico]
83% of Vidyard’s study participants reported harnessing video analytics. And brands that use advanced video metrics are over twice as likely to report satisfaction with video.
80% recognise the importance of integrating video creation and sharing tools with sales engagement technology, to gauge direction and success.
Did you know, 80% of internet users can recall a video ad seen in the past 30 days [Small Biz Trends]? With such powerful impact and retention rates, what’s holding marketers back from investing in video marketing campaigns?
23% of non-video marketers don’t use video for marketing as they lack time
16% of non-video marketers don’t use video for marketing as they don’t know where to start with creating video
13% of non-video marketers say they don’t use video for marketing as they don’t feel it’s needed
10% of non-video marketers don’t use video for marketing because it’s too expensive
7% of non-video marketers don’t use video for marketing as they say they’re unclear on the ROI of video
5% of non-video marketers say they don’t use video because they’re unable to convince key decision-makers to use it
[Wyzowl]
The Video Animation Company has found that viewers understand 95% of the message a video is trying to convey. Furthermore, 90% of people and consumers reported that they invested in new brands seen in videos, and 84% of shoppers felt convinced to buy a product after watching a video from a brand.
And, surprisingly, despite social media layouts, 75% of viewers prefer watching a video horizontally as compared to 25% who prefer watching it vertically [Social Media Week].
It’s always helpful to get a clear impression of how businesses are leaning, straight from the horse’s mouth. Which is why studies, reports and surveys of this kind, remain a magnificent indicator of what is working and where we can improve.
Wellcome Trust - CEPI
