Three in five businesses have implemented video marketing into their content strategy. Leverage these video marketing statistics to boost your strategy — or you might get left behind.
From YouTube to TikTok, over 90% of marketers plan to use video in their upcoming content strategies.
This statistic is no coincidence. Whether it’s an expert interview or a product explainer, video content is a versatile type of content marketing that can engage your audience and boost your ranking potential.
In this post, we’ll cover the top video marketing statistics on replay for 2023, including stats related to its usage, ROI, and more.
Check out these top video marketing statistics to help you successfully implement video into your content strategy.
- Top Statistics
- Usage Statistics
- Engagement Statistics
- Social Media Statistics
- ROI Statistics
- Cost Statistics
- Consumption Statistics
- Level Up Your Content [Infographic]
Top Video Marketing Statistics
While viral videos like the “Corn Kid” and miscellaneous funny cats come and go, videos for marketing are here to stay for the long haul — and so is the audience consuming them.
Use the rest of these top video marketing statistics to make a case for prioritizing the content medium in your marketing plans this year and beyond.
- Three in five businesses use video marketing. (Biteable, 2021)
- There will be an estimated 3.48 billion digital video viewers worldwide in 2023. (eMarketer, 2021)
- During Q2 2022, online videos achieved an audience reach of nearly 93% among global internet users. (DataReportal, 2022)
- 94 out of 100 marketers reported that paid video ads had a positive ROI for their company. (Animoto, 2022)
- It is estimated that Americans will consume 184 minutes of digital video content per day in 2026. (Activate, 2022)
- Marketers that use video content grow revenue nearly 50% faster than those who don’t. (WordStream, 2022)
- 74% of content marketers think their company needs to invest more in video. (Content Marketing Institute, 2022)
Video Marketing Usage Statistics
Not only is online video popular with consumers, but companies large and small are turning to video to boost their marketing content. Check out these statistics on video marketing to learn more about how brands utilize video in their content strategies.
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- 69% of content marketers report video as one of their content marketing activities. (WordPress VIP, 2022)
- On average, 146 videos were produced per company in the financial services industry in 2021. (Vidyard, 2022)
- Over 50% of marketers use professional editing software to produce their video content. (Biteable, 2021)
- 54% of organizations use video to create branded stories, such as short films or documentaries. (Content Marketing Institute, 2022)
- 58% of small companies (200 or fewer employees) use internal resources for business video production. (Vidyard, 2022)
- Two in five marketers report a desire to create educational and informative video content. (Motioncue, 2022)
- Around 1 in 5 companies use external resources for business video production. (Vidyard, 2022)
- 3 in 4 businesses create video content as a team. (Biteable, 2021)
- 72% of B2C content marketers forecasted that their organization would invest in video content in 2022. (Content Marketing Institute, 2022)
- More than 60% of marketers avoid creating videos because they think it takes too long. (Biteable, 2021)
- Nearly 65% of brands who create marketing video content release one to four videos a month. (Lemonlight, 2022)
- Over one-half of organizations report using live video in 2021, including live webinars, events, and streams. (Vidyard, 2022)
- 35% of content marketers say that video is the top content type they’d pursue if given more resources. (WordPress VIP, 2022)
- 63% of companies use their website as a video distribution channel. (Vidyard, 2022)
- More than 9 in 10 marketers plan to include video in their upcoming marketing strategies. (Lemonlight, 2022)
- Nearly 50% of companies use marketing emails as a way to distribute their video content. (Vidyard, 2022)
- 35% of content marketers say that their key area of content investment in 2022 will be videos. (Semrush, 2022)
- 16% of brands partner with a production company to help with their video content. (Lemonlight, 2022)
- Over 40% of marketers avoid creating videos because they think it’s too difficult. (Biteable, 2021)
- Over 80% of the videos created by companies with under 200 employees were user-generated. (Vidyard, 2022)
- Nearly 6 in 10 video marketers state that a video strategy would help them yield better results with their video efforts. (Content Marketing Institute, 2022)
- 82% of companies report that using video as a form of content is becoming more important to their organization. (Vidyard, 2022)
- 3 in 10 marketers find video content more important to their marketing strategy than their website. (Biteable, 2021)
- The number of companies that report creating over 51 videos per year has increased over 250% in the past two years. (Vidyard, 2022)
- Nearly 40% of marketers use their smartphone to create video content for their business. (Biteable, 2021)
- 92% of marketers believe that video will play an important role in marketing in future years. (Lemonlight, 2022)
- 53% of organizations report investing in brand videos. (Vidyard, 2022)
- 58% of marketers plan to include more video content in their upcoming marketing campaigns. (Motioncue, 2022)
- More than 30% of marketers make videos a few times per week. (Biteable, 2021)
- 61% of B2C content marketers reported using video content in the previous year. (Content Marketing Institute, 2022)
- Over 90% of marketers that use video plan to keep using it. (Biteable, 2021)
- More than one-half of marketers report that their team has the proper video equipment and editing software to perform their jobs effectively. (Content Marketing Institute, 2022)
- 8 in 10 marketers report that they’d create video content if they knew an easy way to. (Biteable, 2021)
While creating video content is one thing, successfully engaging your audience is another. Next up, let’s take a look at video marketing engagement statistics.
Video Marketing Engagement Statistics
From podcast clips to highlights of last night’s game, we all come across videos in our scrolling. And according to engagement statistics, these videos do more than just entertain and often help to build a relationship with consumers.
Read through these engagement statistics to learn more about how incorporating video into your content can help you connect with your audience.
- 31% of marketers report that their audience seems to prefer video over other forms of content. (Content Marketing Institute, 2022)
- Almost one-half of all marketers believe that video content helps them with audience engagement. (Biteable, 2021)
- Nearly 6 in 10 sales teams are using video in their customer conversations. (Vidyard, 2022)
- In 2021, 83% of companies used some type of video analytics. (Vidyard, 2022)
- Articles including more than three videos lead to 55% more backlinks than articles containing no video content. (Semrush, 2022)
- Video thumbnails appear in over 25% of search results and have a click-through rate of over 60%. (Milestone, 2020)
- 64% of marketers reported that video content marketing helped increase their brand awareness. (Motioncue, 2022)
- Nearly 70% of marketers feel that accessing video analytics is important to qualify leads, influence deals, and engage prospects. (Vidyard, 2022)
- Less than 5% of consumers state that they don’t enjoy viewing brand video content. (Lemonlight, 2022)
- Marketers report that nearly half of all videos created are for the brand awareness stage of the buyer’s journey. (Content Marketing Institute, 2022)
- Articles containing video content get over 80% more traffic than articles without. (Semrush, 2022)
- Over half of marketers feel that video content helps them build trust with probable customers. (Biteable, 2021)
- More than 7 in 10 video marketers state that view count is their most important metric for measuring video success. (Content Marketing Institute, 2022)
- More than one-half of marketers believe that video content helps them increase brand awareness. (Biteable, 2021)
- 62% of video marketers report watch time as their most important video metric for measuring success. (Content Marketing Institute, 2022)
- 63% of consumers state that video content helps keep brands top of mind. (Motioncue, 2022)
- 41% of marketers report that creating more video and visual content helped make their 2021 content strategy more successful. (Semrush, 2022)
- Nearly one-half of marketers reported that video content helped improve their Google search ranking. (Motioncue, 2022)
- More than one-half of marketers stated that videos between one and three minutes long were the most successful. (Content Marketing Institute, 2022)
- Of the marketers looking to increase overall engagement, 60% state that video marketing helped them achieve their goal. (Motioncue, 2022)
- 44% of those who use video rely on performance analytics to help with their video strategy. (Vidyard, 2022)
- 37% of marketers report that creating a human connection is the most important use of video marketing. (Content Marketing Institute, 2022)
- Over 80% of marketers report that their video content performs better with music. (Biteable, 2021)
- 70% of marketers say that their results from video marketing are meeting their expectations. (Content Marketing Institute, 2022)
- Consumers report that video is the most helpful content type when online shopping. (Animoto, 2022)
Now that you know how video marketing can help you perform online, let’s take a closer look at the home of a staggering amount of video content: social media.
Social Media Video Statistics
While you may use social media to share pictures of your latest vacation or keep up with your college friends, content marketers are using platforms like Facebook, YouTube, and TikTok to share their video content with the world.
Use the following social media video statistics to help you effectively leverage social media in your content marketing strategy.
- Trends suggest that there will be nearly 5 billion social media users by the end of 2023. (DataReportal, 2022)
- 63% of companies use social media as a video distribution channel. (Vidyard, 2022)
- Compared to other video types, marketers report social media videos as producing the best content marketing results. (Content Marketing Institute, 2022)
- Nearly 9 out of 10 brands use their own social media pages to distribute video content. (Lemonlight, 2022)
- The average internet user aged 16 to 64 uses social media for nearly 2.5 hours each day. (DataReportal, 2022)
- Nearly 90% of brands that use video marketing use Facebook to share their content. (Lemonlight, 2022)
- Over 60% of active Instagram users aged 16 to 64 say they use the app to follow or research brands and products. (DataReportal, 2022)
- 78% of marketers use social media videos (Content Marketing Institute, 2022)
- More than 3 in 4 brands use YouTube to distribute their digital video marketing content. (Lemonlight, 2022)
- Over 55% of video buyers state that social video is a must-buy. (IAB, 2022)
- 72.2% of brands use Instagram to share video content. (Lemonlight, 2022)
- Over 50% of marketers picked YouTube as their favorite video sharing platform. (Motioncue, 2022)
- More than 9 in 10 shoppers say that YouTube helps them discover new brands or products. (Think with Google, 2019)
- Nearly 60% of consumers spend a quarter or more of their social media time browsing videos. (Motioncue, 2022)
- Nearly 70% of marketers want to learn more about YouTube. (Social Media Examiner, 2022)
- 28% of marketers selected TikTok as their favorite platform for organic growth. (Motioncue, 2022)
- By 2025, it is estimated that YouTube will have nearly 220 million users in the United States. (Statista, 2021)
- 39% of marketers say YouTube is their favorite platform for organic growth. (Motioncue, 2022)
- TikTok is projected to reach over 103 million active users in the United States by 2025. (eMarketer, 2022)
- Vertical videos have proven to be the most engaging format of video content on Facebook. (Socialinsider, 2021)
- Nearly one-half of video marketers say that YouTube is the best platform for sharing video content. (Motioncue, 2022)
- Nearly 25% of marketers think that looping short videos such as TikToks or Instagram Reels are the single most important video format for their brand. (Social Media Examiner, 2022)
- 53% of video marketers that use Instagram say they want to experiment more with video stories. (Motioncue, 2022)
- Nearly 60% of marketers wish to increase their YouTube activities in the future. (Social Media Examiner, 2022)
- Instagram is forecasted to reach more than 127 monthly active users in the United States in 2023. (eMarketer, 2021)
- 54% of companies use YouTube as a video distribution channel. (Vidyard, 2022)
- LinkedIn users are 20 times more likely to share a video than any other form of content. (LinkedIn, 2020)
- Facebook, YouTube, and TikTok were the most influential video platforms on which consuming video content led to a purchase. (Animoto, 2022)
- Over 15% of all content on Facebook is videos. (Socialinsider, 2021)
With an understanding of the strong presence of video content on popular social media platforms, you can likely expect your audience to like, comment, and subscribe. But does this content actually convert? To help answer this question, let’s look at some ROI statistics.
Video Marketing ROI Statistics
Not only does video marketing thrive on social media, but it can help you gain customers and even influence purchase decisions.
In some cases, video content even outperforms paid advertisements. Pore through these video marketing ROI statistics to better understand how you can use video content to drive sales and achieve a high ROI.
- 93% of respondents feel that video converts the same, if not better, than any other content types. (Vidyard, 2022)
- 68% of marketers state that video content produces a better ROI than Google Ads. (Biteable, 2021)
- Over three-fourths of consumers say that product/service explainer videos help them make purchase decisions. (Motioncue, 2022)
- 33% of consumers said they’ve made a purchase because of a video on YouTube in 2021. (Animoto, 2022)
- Nearly 70% of sellers report that video outperforms any other content type they use. (Vidyard, 2022)
- More than one-half of consumers state that a brand video has helped them make a purchase decision. (Lemonlight, 2022)
- 69% of consumers state that videos containing reviews and testimonials help them when making buying decisions. (Motioncue, 2022)
- More than 40% of shoppers around the world purchased a product they learned about on YouTube. (Think with Google, 2019)
- Over one-half of B2C content marketers said that video content produced the best results for their content marketing. (Content Marketing Institute, 2022)
- One-half of marketers state that use of video has helped them gain new customers. (Motioncue, 2022)
- 93% of brands earn a new customer after posting a video on social media. (Animoto, 2022)
- 39% of consumers reported that TikTok videos are the most likely influence to get them to make a purchase. (IRI, 2021)
- Almost three-fourths of marketers report that video content has a better ROI than still imagery. (Biteable, 2021)
- Over 50% of consumers say that online video content has been a deciding factor in which brand or product they should purchase. (Think with Google, 2019)
- 70% of consumers state they’ve purchased a product after seeing it on YouTube. (Google, 2020)
- 59% of marketers reported that video marketing showed a positive ROI (Motioncue, 2022)
- 49% of organizations that use video for content marketing purposes say that their ROI from video is improving. (Vidyard, 2022)
But how much should you expect to spend on your video content? We’ve gathered some video marketing cost statistics to answer this question.
Video Marketing Cost Statistics
Like most things, solid video marketing can come with a cost.
Fortunately, the strong performance and ROI of video led many content marketers to expect their video budget to increase in 2023, suggesting that video is here to stay. Check out these cost statistics to see exactly what marketers spend on their video content.
- Spending on video advertising is estimated to reach nearly $135 billion by 2026. (Statista, 2022)
- Nearly 40% of marketers think that creating video content is too costly. (Biteable, 2021)
- A majority of marketers spend an average of $100 to $1000 per video. (Biteable, 2021)
- Nearly two-thirds of marketers expect their video budget to increase in 2023. (Content Marketing Institute, 2022)
- Nearly 40% of marketers plan to spend $2,500 or less on their video projects. (Lemonlight, 2022)
- Marketers, as well as brand and agency media planners, planned to dedicate 20% of their budget toward digital video in 2021, on average. (MediaPost, 2021)
- Less than 15% of marketers plan to spend $10,000 on their video content. (Lemonlight, 2022)
Now, let’s flip the script and focus our lens on the audience with video consumption statistics.
Video Consumption Statistics
When creating your content, you must keep your audience in mind. From prioritizing short content to formatting your video for mobile devices, there are steps you can take to ensure your video content is accessible and digestible for your audience.
To better inform your video content strategy, leverage these video consumption statistics.
- Over 40% of consumers very much enjoy consuming video content from brands online. (Lemonlight, 2022)
- 54% of all viewers watch an entire video, when averaged across all video lengths. (Vidyard, 2022)
- Nearly 40% of consumers prefer video content that is 30 seconds to one minute long. (Lemonlight, 2022)
- More than 6 in 10 people find a landing page more interesting if it contains video. (Motioncue, 2022)
- Almost 70% of consumers watch video content on their mobile device. (Motioncue, 2022)
- Over 65% of viewers aged 18-34 years old report using their smartphone to consume online video content on a weekly basis. (Vorhaus Advisors, 2022)
- One-half of millennials and Gen Z state that they “don’t know how they’d get through life” without video content. (Think with Google, 2019)
By focusing on the consumption habits of your audience, you put your best foot forward before calling “lights, camera, action!”
Ready to Level Up Your Content?
With all of these video marketing statistics now in your hands, you can use them to implement video marketing into your content marketing strategy.
Are you interested in creating engaging video content but lack resources or don’t know where to start?
Whether it’s creating a content strategy to help drive conversions and organic traffic or leveling up content with our expert video team, Siege Media is here to help you every step of the way.
From casting to promotion, our San Diego video production team has the expertise to create entertaining content that ranks. Check out our video production services or content marketing services to learn more.
