By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
68 video facts marketers need to know

68 video facts marketers need to know

February 9, 2024

With every year, video is becoming more and more sought after. No longer a novelty, it’s a huge part of any good company’s ad budget.

40.3% of businesses said they would increase their video budget in 2022, while 11.8% said they would not. (The remaining 47.9% said they were not sure). [Wistia]

Sales teams are more likely than marketing and customer service teams to utilise and prioritise video platform features that allow users to create personalised video content. [Vidyard]

41% of businesses assign up to 25% of their ad budget to video marketing. 37% use between 25-50% of their ad spend on videos. And 20% of businesses spend between 50-75% of their ad money on video marketing, with only 2% spending upwards of 75%. [Vidico]

40% of businesses surveyed spend $0-500 on a typical video, with the vast majority (97%) spending around $10,000. [Wyzowl]

By contrast, 43% of marketers say their companies spend less than $5,000 on video advertising per month. While. 22%of marketers have stated they spend between $5-10,000 on video advertising per month. And 21% of marketers report that they spend between $10-15,000 on video advertising per month. [Vidico]

Video must always consider the audience

66% of people prefer to watch a short video to learn about a product or service, while 18% would rather read a text-based blog, article or website. [Elite Content Marketer]

33% of viewers stop watching a video after 30 seconds, 45% around one minute, and 60% by two minutes. [50 Wheel]

The use of video in sales has been reported by 59% of teams, surpassing the distribution of video on YouTube for the first time. [Vidyard]

39% of viewers contact a company after watching a video. [Forbes]

Homebrew or tailor made video?

55% of video marketers create all their own videos in-house
12% hire other agencies and freelancers to create video for them
32% use a mix of in-house and outsourcing
[Wyzowl]

Holding their attention

47% of videos produced are under 2 minutes but only account for 12% of video engagement. 7% of all videos produced are longer than 45 minutes, with those videos accounting for 33% of engagement – largely due to educational instructions and essays. [Twentythree]

Viewers retain approximately 95% of information in a video, compared to 10% of information while reading text. [Insivia]

Shorter videos (0-2 minutes) have an average play percentage of 70-90%. For videos that are 30 minutes or longer, the average play percentage is around 40-50%. [Twentythree]

The benefits of success

93% of businesses secure customers because of videos on social media. [Animoto]

Video is used as a marketing tool by 86% of businesses. [Wyzowl]

84% of marketers said video actively helped to generate leads; with most marketers expecting that number to increase. [Lemonlight]

46% of marketers explained it has become easier to convince others in their business on the value of video content. [Wyzowl]

Traffic to websites rose for 78% of companies using videos. [Renderforest]

87% of marketers say video has helped them increase traffic. [Wyzowl]

The click through rate of email with a video thumbnail is 62% higher than an email without. [Twentythree]

91% of marketers report satisfaction with the level of ROI their video marketing produces on social media. [Animoto]

18% of video marketers reported using video for the first time in 2021. This is a drop from 24% in 2020. [Wyzowl]

Growing your business with video marketing

Video advertising is the number one way customers are discovering brands and purchasing their products. [Animoto]

82% of marketers say video has helped them increase dwell time. [Wyzowl]

According to What’s New In Publishing, the global video streaming market has experienced a 55% growth.

80% of sales teams recognise the importance of integrating sales engagement technology with video creation and sharing tools. [Vidyard]According to businesses, 60% say leads and clicks are the main indicator of video marketing success. [Wyzowl]

Choosing the correct path

42% of companies use mostly live action video
33% primarily use animated videos
15% mainly use screen recorded videos
[Wyzowl]

Overcoming obstacles

When asked what was holding marketers back from investing in video marketing, 37% claimed budget was the deciding factor. 21% reported nothing was blocking them and they were actively creating the desired amount of videos. 27% said they wanted to create video content but didn’t have the time to create any. And 15% said some other non-specific reason held them back from creating videos. [Vidico]

The road ahead

When asked what type of video companies were set to make next, the response was as follows:

Original Branded Series (15.5%)
Product-Specific/Product Demos (12%)
Case Studies (11.1%)
Company Culture/Company Story (10.6%)
Tutorials (10.3%)
Sales (9.5%)
Virtual Events (8.2%)
Webinars (7.2%)
Personnel Focus (6.9%)
Recruiting (4.4%)
Other (3.4%)
[Wistia]

The question is, what’s holding you back from investing in video marketing? From animated explainer videos to headline content for PR Campaigns, video shows its worth time and time again.