Top Video Marketing Statistics you must know in 2022

The following Video Marketing Statistics will encourage businesses to think more seriously about investing in video marketing by hiring experts, or BPO companies.

Video Consumption Statistics and Usage Trends

More video material is being published in 30 days than all of the major television networks in the United States have produced in the past 30 years (WordStream)
By 2022, streaming videos and downloads will make up 82% of the global internet traffic (Cisco).
One-third of all internet usage is devoted to video watching (WordStream)
Users spend 88% more time on websites that have video content (Social Media Week)
Every week, people watch an average of 16 hours of video (Wyzowl)
According to Think with Google, 60% of people prefer watching online videos over television.
In 2022, an average person will spend 100 minutes per day watching online videos (Zenith Media).
Internet users watch an average of 6 hours and 48 minutes of online video per week (Limelight, 2019)
WordStream says men spend 40% more time consuming online video content than women.
In the last five years, the amount of time spent watching online videos has increased across all age groups, with people over 46 years old spending the most time (Limelight)
The majority of videos are played on mobile devices, with over 75%, according to eMarketer.
Social Media Week has reported that 75% of viewers prefer to watch videos horizontally, compared to the 25% who prefer watching vertically.
87% of business-related videos are viewed on a desktop, as reported by VidYard.
Videos that are two minutes or shorter receive the most engagement from viewers. According to Wistia, there is a significant decrease in video engagement after the 2-minute mark. However, if your video is longer and people make it past 6 minutes, there is hardly any drop in engagement.
According to VidYard, only 52% of viewers watch a video until the end if it is 20 minutes or shorter. However, this number drops significantly to 25% for videos longer than 20 minutes.
More people finish interactive videos than traditional videos- by a lot. In fact, the completion rate of interactive videos is 90% (Social Media Week).
Personalized films are 35% more likely to keep people than non-personalized films (HubSpot)
65% of online users skip over video ads (CNBC, 2017).
A 50% retention rate is observed for videos with a duration of less than 90 seconds (HubSpot)
According to HubSpot, the most popular time people in America watch online videos is Wednesday mornings, 7-11 AM PST.
Half of all videos produced last year were less than 2 minutes long (HubSpot). Around the world, half of all videos created in 2017 were less than 2 minutes long.
Only the top 5% of videos retain 77 percent of viewers on average until the last second (HubSpot).

Video Marketing Statistics for Social Media

Let’s first explore some general social media video stats and then look at specific platform statistics.

Social media video posts get 48% more views (The Marketing Helpline)
According to HubSpot, 73% of people want to see “entertaining” videos on social media (HubSpot).
According to Global Web Index (2018), 16% of social video viewers use vlogs to research products.
HubSpot research shows that 17% of companies use live video for social marketing purposes.
The most famous platform among marketers for sharing videos is YouTube [88%], followed by Facebook [76%], LinkedIn [66%], and Instagram [65%] (Oberlo).

YouTube video marketing statistics

According to a study by Limelight, 65% of viewers say that YouTube is their favourite channel for consuming video content.

Did you know that 62% of all searches on Google include a video? Also, 8 out 10 of those videos come from YouTube (Searchmetrics).
There are 38 million active YouTube channels, 15 million of which are content creators. 22,000 of those have crossed 1 million subscribers. (Tubics)
As of 2019, Statista reports that 500 hours of video content is uploaded to YouTube every minute.
Mobile YouTube videos reach more 18-19-year-olds worldwide than any other television network. (Think with Google)
According to YouTube Trends, live streaming on the platform increased by 45% in 2020.
According to a recent survey, 50% of marketers create online video content for YouTube (PPC Hero, 2019)
According to Think with Google, YouTube mobile users pay 2x more attention to videos than those who watch television. In addition, seven out of ten people default to horizontal viewing when consuming video content on their phones.
After Netflix, YouTube is the next most popular site for millennials to watch online videos (HootSuite).

Facebook video marketing statistics

In 2020, 15% of all Facebook content was video (Social Insider)
Users share 71% of video content with over 100,000 followers on Facebook (Social Insider)
Although live streams only make up 12% of videos on Facebook, they receive double the engagement of pre-recorded videos. (Social Insider)
Users spend three times viewing live videos than uploading ones (Ever Increasing Circle & Hubspot)
Every month, there are over 500 million active video advertising on Facebook (Ever Increasing Circle & Hubspot)
According to Ever Increasing Circle and Hubspot, videos have the highest organic engagement on Facebook.
According to a recent Hubspot and Ever Increasing Circle survey, 49% of consumers engage with branded video content on Facebook, which is more than any other social network (Hubspot & Ever Increasing Circle)
Facebook Watch is Facebook’s video platform and boasts 75 million daily visitors who spend an average of 20 minutes on the site (Ad Week).
The majority of videos on Facebook are watched without sound (American Press Institute)

LinkedIn video marketing statistics

LinkedIn videos are shared 20 times more than other content types (LinkedIn)
80% of videos on LinkedIn are watched with the sound off, so 70% of videos are designed to be silent viewing (with texts or captions) to increase the chance of being watched until completion.
Videos that are 30 to 90 seconds long perform the best on LinkedIn (LinkedIn)
Brands receive 24x more comments and 7x more reactions on LinkedIn live streams compared to published videos (LinkedIn)
According to Wyzowl, 38% of marketers post video content on LinkedIn and 75% said it was successful.

Top Video Marketing Statistics you must know in 2022

Instagram video marketing statistics

Instagram has seen an 80% boost in users spending time viewing videos on the site since June 2017 (Instagram)
60% of Instagram videos on Stories are watched with no sound. (Instagram)
Instagram posts get twice the amount of interaction as compared to other forms of content (Search Engine Journal)
By 83%, Stickers on Instagram Stories boost viewership (Facebook)
One-third of the most-viewed Instagram Stories came from business accounts (Sprout Social)
According to one survey, 30% of Instagram users have purchased a product after seeing it on the platform (YotPo)
7 out of 10 users said they were more likely to access links on Instagram Stories if the story was from a brand (Mention).

Twitter video marketing statistics

2 billion people view videos on Twitter every day (Twitter)
Most Twitter video views (90%) come from mobile devices, and nearly half of all Twitter users would like to see more videos featuring celebrities (Twitter)
Tweets with videos save more than 50% in cost-per-engagement (Twitter)
Tweets with videos receive 10 times more engagement than those without (Twitter)
According to Twitter, video Website Cards have a 2x higher clickthrough rate than standard video ads and boost user retention by more than 60%.

TikTok & Snapchat video marketing statistics

Tiktok has over 800 million active monthly users across the world (DataReport)
The average time spent on TikTok in the United States is 46 minutes per day, with 37 billion video views monthly (Ad Age)
According to Global Web Index, 68% of people use TikTok to watch other people’s videos, and 55% upload their own.
Only one in ten marketers have used TikTok video marketing. Of those who were, 66% said they were effective (Wyzowl).
TikTok’s brand takeover advertisements guarantee 5 million daily impressions and allow only one advertiser to use this format per day (Ad Age).
On average, over 10 billion videos are viewed on Snapchat per day (Social Media Week).
Snapchat is used by 12% of marketers and has a 50% success rate (Social Media Week)

Video Marketing Statistics for Marketers and Businesses

80% of users can recall a video ad they viewed in the past 30 days, according to Small Biz Trends.
54% of people would rather see marketers’ videos than read text (HubSpot).
Marketers use video as the most famous content strategy (HubSpot)
The majority of customers (45%) want to see more live videos from businesses on their social media feeds (Sprout Social)
A substantial majority of social media marketers, 63%, believe that live video will become more prevalent in the next year.
According to Wyzowl, video marketing is successful for most people who try it- 89% of people say that they get a good ROI, 83% say that it helps with lead generation, and 87% claim increased website traffic.
Marketers’ three most popular types of videos are product or service promotional videos, brand storytelling videos, and product demos (HubSpot).
According to Wyzowl, 85% of businesses use video as a marketing tool (Wyzowl)
Both B2B and B2C marketers use video marketing at high rates, with 71% and 66%, respectively, using it (Wyzowl).
80% of marketers produce three minutes or shorter videos, based on Wyzowl.
Marketers are, on average, increasing digital video budgets by 25% every year (IAB).
The video marketing market in the United States is valued at $135 billion (Social Media Week)
According to Social Media Week, emails with the word ‘video’ in the subject line are opened 7% more than those without.
According to Social Media Week, 41% of video marketers use webinars as a channel for marketing. Of those using webinars, 83% claim success, and 37% plan to keep using them as part of their strategy.
A recent study found that 14% of businesses have used 360-degree videos (Social Media Week).
According to a recent survey, 74% of video marketers state that using 360-degree videos is effective (Social Media Week)
In 2020, 66% of marketers expected to utilize video in their marketing plan (Wyzowl)
Each year, 66 percent more qualified leads are generated by video marketers (Oberlo)
According to Wyzowl, 8 out of 10 people have purchased an app or software after watching a brand’s video.
According to Search Engine Journal, 55% of consumers watch videos before purchasing.
There is 48% of marketers who used video in their strategy for the first time said it was easier to persuade others of product’s value through video (Wyzowl)
18% of marketers who began using video as part of their marketing strategy in 2019 did so because they were more confident about the ROI on video (Wyzowl)
On average, businesses post 18 videos per month (HubSpot)
With shorter attention spans, marketers only have 2.7 seconds to capture their audience’s attention (Marketing Mag)
Marketers who say video is a vital part of their strategy have risen from 82% in 2017, 85% in 2018, and 91% in 2019 to 92% in 2020. (Wyzowl)
Explainer videos [72%], presentation videos [49%], testimonial videos [48%], sales videos [42%], and video ads [42%] are the most common videos created by marketers. (Wyzowl)
96% of people watched an explainer video to learn more about a product or service. 84% say online brand videos convinced them to buy a product or service. In 2020, 86% of people said they want to see more brand video content. 36% of those polled prefer educational and explainer videos (Wyzowl)
46% of marketers who began using video in their marketing strategy because they believe that video is becoming more affordable, and 46% believe that creating videos in-house is becoming easier. According to 43% of marketers, video marketing has reduced the number of support calls they receive, a 30% increase since 2015. (Wyzowl)
Sales teams who use videos in their emails have a 16% higher open rate and a 26% higher response rate (Sales Loft, 2018)
SaaS firms that included a video in their proposal had a 41% higher closing rate (Proposify)
Businesses that use advanced analytics to measure video performance are more likely to increase their video budgets this year (HubSpot, 2020)
Event service companies with video proposals had a 103% higher close rate (Proposify)
The proportion of businesses and organizations that produce more than 51 videos per year increased from 13% in 2019 to 46% in 2020. (Demand Metric & Vidyard Report 2020)
When it comes to creating video content, small and medium-sized businesses (57% each) rely heavily on internal resources (Demand Metric & Vidyard Report 2020)
Emails with videos improve click-through rates by 300%. (Campaign Monitor)
13% of marketers who do not use video as part of their strategy do so because they lack time, 20% say it is too expensive, and 17% are unsure where to begin (Wyzowl)

Impact of COVID and the way forward

The epidemic brought a slew of worries – such as budget cuts and a lack of resources – also increased the rate at which people consumed online content. All forms of communication went digital, and businesses developed a novel method to engage with their customers.

Looking at this data, we can get a better understanding of how the past year has changed things and what to expect in the future:

In terms of spend and usage, video is still a top priority for marketers. 93% of marketers who use video said it is an integral part of their strategy, up from 92% in 2012 and 91% in 2019. (HubSpot)
According to 91% of marketers, the pandemic has increased the importance of video for businesses and brands. (HubSpot)
60 percent of video marketers expect their 2022 to be impacted. 70% of these video marketers anticipate an increase in their budget, while 30% anticipate a reduction (HubSpot)
96% of consumers say the pandemic has increased their online consumption of video content (HubSpot)
In 2022, 96% of video marketers intend to maintain or increase their video spending (HubSpot)
There is 69% of marketers who haven’t used video as part of their content strategy intend to do so by 2022. (HubSpot)
Nine out of ten people want to see more brand and business videos (HubSpot)

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Source:

(May 06, 2022). 54 percent of customers want more video content from a company or organization they support. HubSpot. https://blog.hubspot.com/marketing/content-trends-preferences

(Apr 20, 2022). Marketers who use video generate 49% more revenue than those who don’t. WordStream. https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics

(Apr 13, 2022). The most famous platform among marketers for sharing videos is YouTube [88%]. Oberlo. https://www.oberlo.com/blog/video-marketing-statistics

(Feb 14, 2022). After Netflix, YouTube is the next most popular site for millennials to watch online videos. Hootsuite. https://blog.hootsuite.com/youtube-stats-marketers/

(Jan 7, 2022). 72% of customers said they would like to learn about a product or service through video. Optinmonster. https://optinmonster.com/video-marketing-statistics-what-you-must-know/

(Oct 17, 2021) Social media video posts get 48% more views. The Marketing Helpline. https://themarketinghelpline.com/content-marketing-statistics/

(Jul 20, 2021). 15% of all Facebook content was video. Social Insider. https://www.socialinsider.io/blog/facebook-video-study/

(Jan 24, 2021). Videos are 12 times more likely to be shared on social media than text or images alone. Small Biz Trends. https://smallbiztrends.com/2016/10/video-marketing-statistics.html

(Nov 13, 2020). There are 38 million active YouTube channels, 15 million of which are content creators. 22,000 of those have crossed 1 million subscribers. Tubics. https://www.tubics.com/blog/number-of-youtube-channels

(Oct 30, 2019). 78% of the population watch internet videos weekly, and 55% do so every day. Social Media Week. https://socialmediaweek.org/blog/2019/10/2020-video-marketing-and-statistics-what-brands-need-to-know/

(Jun 25, 2019). 50% of marketers create online video content for YouTube. PPC Hero. https://www.ppchero.com/new-research-the-state-of-paid-social