video-marketing-statistics-feature

Video Marketing Statistics

If I had a nickel for every video marketing statistics that I’ve seen in the last year, I could buy us all a cup of coffee.

The problem is, a lot of the statistics I see really aren’t that helpful to many video marketing practitioners.

As just one example, the oft-quoted statistic from Cisco that, by 2019, 80% of all internet traffic will be video.

Now, I suppose that’s helpful for understanding the video is growing in popularity, but it’s also true that much of that traffic will come from big OTT providers, like Netflix and Amazon, with the balance being accounted for, presumably, by cat videos. (Not that there’s anything wrong with that.)

If, like me, you don’t fit into either of those categories, you know that it can sometimes be hard to find relevant, properly cited, statistics concerning the business use of video for content marketing.

This list is, by no means, exhaustive. Rather, as useful statistics cross my desk, I will endeavor to add them to this running post.

If you see a useful statistic that I haven’t included here, please let me know, and I will consider adding to the list.

I hope you find this exercise useful.

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%
of marketers say video has helped them increase sales
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%
of marketers say video increased dwell time on their website
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%
of marketers say that video helped them reduce support queries.
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%
of businesses use video as a marketing tool
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%
of businesses plan to spend more on video marketing in 2018
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%
of marketers plan to increase their investment in Facebook video in the next year
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%
of marketers have used Facebook Live
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%
of marketers plan to add YouTube to their content strategy in the next year
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%
of marketers have used Instagram video
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%
of marketers have published video content on LinkedIn
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%
of marketers have used Snapchat video
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%
of marketers said they paid to boost or advertise video on Facebook in the last 12 months.
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%
of people have been convinced to buy a product or service by watching a brand’s video.
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%
of people say they’d like to see more video from brands in 2018
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%
of consumers say they are more likely to finish a video if it includes text, so they can watch it silently
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%
of people consume video content thoroughly

360 Video

15% of marketers have used 360 video. Of those who used it, 62% found it to be an effective strategy. 16% of marketers plan to use 360 video in 2018. (Wyzowl, State of Video Marketing 2018)

Adoption and Spend by Marketers and Brands

Nine percent of marketers list Video to increase brand engagement as the single most exciting opportunity for their organization in 2018, behind Using marketing automation to increase efficiency and yield (also 9%), Creating compelling content for digital experiences (14%), Data-driven marketing that focuses on the individual (16%), and Optimizing the customer experience (19%). (Adobe, Adobe 2018 Digital Intelligence Briefing)

44%  of marketers rate Building more ‘native’ online content such as interactive applications, short-form video, etc. as very important in delivering a great customer experience over the coming year.(Adobe, Adobe 2018 Digital Intelligence Briefing)

22% of marketers rank video content as one of their organization’s three top priorities for digital-related marketing in 2018, after customer journey management(23%), targeting and personalization (24%), content marketing (25%), and social media engagement (26%).(Adobe, Adobe 2018 Digital Intelligence Briefing)

49% of marketers say that they are planning to increase their budget for video advertising in 2018.(Adobe, Adobe 2018 Digital Intelligence Briefing)

85% of marketers plan to increase investment in mobile video in 2018, up from 75% in 2017. (YouAppi, 2018 CMO Mobile Marketing Guide)

Percent of marketers using mobile video for different phases of the customer journey:

User Acquisition: 78% (down from 86% in 2017); Engagement: 65% (down from 68% in 2017); Segmentation:61% (up from 55% in 2017); Re-engagement: 57% (up from 50% in 2017); Awareness: 51% (up from 47% in 2017) (YouAppi, 2018 CMO Mobile Marketing Guide)

Customer journey stages that create the most challenge for video:

User Acquisition: 47% (same as 2017); Engagement: 19% (up from 17% in 2017); Brand Awareness: 19% (up from 15% in 2017); Segmentation: 10% (down from 11% in 2017); Re-engagement: 5% (down from 10% in 2017)(YouAPPI, 2018 CMO Mobile Marketing Guide)

65% of businesses that don’t currently use video say they intend to start using it in 2018. (up from 34% in 2017) (Wyzowl, State of Video Marketing 2018)

81% of businesses use video as a marketing tool (up from 63% in 2017.) (Wyzowl, State of Video Marketing 2018)

99% of marketers who currently use video as a marketing tool say they will continue to do so (the same percentage as last year.) (Wyzowl, State of Video Marketing 2018)

85% of businesses regard video as an important part of their marketing strategy (up from 82% in 2017.) (Wyzowl, State of Video Marketing 2018)

82% of businesses plan to spend more on video marketing in 2018 (the same percentage as last year.) 78% of marketers say video gives them a good ROI (down from 83% in 2017.) (Wyzowl, State of Video Marketing 2018)

62% of marketers plan to increase their investment in Facebook video in the next year; only 4% plan to decrease. (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Advertising

49% of marketers say that they are planning to increase their budget for video advertising in 2018.(Adobe, Adobe 2018 Digital Intelligence Briefing)

Top challenges marketers face with current video advertising activities:

Fraud on the ad networks: 48% (up from 33% in 2017); Effectively measuring impact of video investment: 45% (up from 40% in 2017); Difficulty targeting the right people:26% (down from 31% in 2017); Inability to determine if people are watching videos presented to them: 23% (up from 17% in 2017); Lack of trust in tracking and reporting: 13% (up from 11% in 2017); Balancing privacy issues with marketing goals: 11% (up from 9% in 2017) (YouAppi, 2018 CMO Mobile Marketing Guide)

Augmented Reality

21% of marketers plan to invest in augmented reality in 2018 (up from 13% in 2017).(YouAppi, 2018 CMO Mobile Marketing Guide)

Consumer Behavior

When a video stops to rebuffer, 21.6% will stop watching. When a video rebuffers twice 61% of the audience will abandon the video. After three time, 84.7 of the audience will stop watching. (Limelight Networks, The State of Online Video 2017)

81% of people have been convinced to buy a product or service by watching a brand’s video. (Wyzowl, State of Video Marketing 2018)

Having watched a branded video that they enjoyed, 83% of consumers would consider sharing it with their friends. (Wyzowl, State of Video Marketing 2018)

69% of people have been convinced to buy a piece of software or application by watching a video. (Wyzowl, State of Video Marketing 2018)

85% of people say they’d like to see more video from brands in 2018. (Wyzowl, State of Video Marketing 2018)

55% of people consume video content thoroughly. HubSpot, State of Inbound 2017)

39% of consumers say they are more likely to finish a video if it includes text, so they can watch it silently. (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Increased Traffic, Sales and Other Success Factors

97% of marketers say video has helped increase user understanding of their product or service. (Wyzowl, State of Video Marketing 2018)

76% of marketers say video has helped them increase sales. (Wyzowl, State of Video Marketing 2018)

76% of marketers say video helped them increase traffic. (Wyzowl, State of Video Marketing 2018)

47% of marketers say that video helped them reduce support queries. (Wyzowl, State of Video Marketing 2018)

80% of marketers say video has increased dwell time on their website. (Wyzowl, State of Video Marketing 2018)

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. (Wyzowl, State of Video Marketing 2018)

Social Media, General

66% of small business brands surveyed reported that video received more engagement 9like, shares, comments) than any other form of content. (Animoto, 2018 Small Business Video Marketing Report)

61% of marketers use, or plan to use, video for social media, in 2018. Up from 48%, in 2017.(APPI, 2018 CMO Mobile Marketing Guide)

Percentage of marketers that are posting video on social networks, as part of their marketing strategy, by social network:

Facebook: 87%; YouTube: 78%; Twitter: 51%; Instagram: 51%; Snapchat: 37%; Pinterest: 26%; LinkedIn: 14% (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Percent of consumers watching brand videos every day, by social platform:

Facebook: 60%; YouTube 59%; Instagram: 58%; Snapchat 55%; Twitter: 49%; Pinterest: 41%; LinkedIn: 26% (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Percentage of consumers, by platform, who say that watching a video on social media influenced them to make a purchase, in the past month:

Facebook: 64%; YouTube: 52%; Pinterest: 32%; Instagram: 31%; Twitter: 27%; Snapchat: 22%; LinkedIn: 18% (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Percent of consumers engaging with brand videos (liking, sharing, commenting) every day, by social platform:

Facebook: 49%; YouTube: 32%; Instagram: 24%; Snapchat: 22%; Twitter: 22%; Pinterest: 18%; LinkedIn: 14% (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Social Media, Facebook

50% of small business brands surveyed reported that Facebook is their most important social media channel. (Animoto, 2018 Small Business Video Marketing Report)

91% of small business brands reported that they plan on creating a greater number of videos for Facebook in the next six months than they have in the last six months. (Animoto, 2018 Small Business Video Marketing Report)

63% of small business brands surveyed reported that they have paid to advertise their video on Facebook, with 43% primarily using the Boost button, and 57% of them primarily using the Facebook Ads Manager. (Animoto, 2018 Small Business Video Marketing Report)

68% of marketers have published video content on Facebook. Out of those, 87% found it to be an effective strategy. 70% of marketers plan to use Facebook Video in 2018. (Wyzowl, State of Video Marketing 2018)

34% of marketers have used Facebook Live. Of those who used it, 81% found it to be an effective strategy. 37% plan to use Facebook Live in 2018. (Wyzowl, State of Video Marketing 2018)

46% of marketers plan to add Facebook video to their content strategy in the next year. (HubSpot, State of Inbound 2017)

67% of marketers said they paid to boost or advertise video on Facebook in the last 12 months. (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Social Media, Instagram

74% of small business brands surveyed reported that they plan on creating more videos for Instagram in the next six months than they have in the last six months. (Animoto, 2018 Small Business Video Marketing Report)

29% of small business brands surveyed reported that they have paid to advertise a video on Instagram. (Animoto, 2018 Small Business Video Marketing Report)

57% of small business brands surveyed reported that they have posted on Instagram Stories in the last 30 days. (Animoto, 2018 Small Business Video Marketing Report)

41% of marketers have used Instagram video. Of those who used it, 78% found it to be an effective strategy. 44% say they plan to use Instagram video in 2018. (Wyzowl, State of Video Marketing 2018)

While only 25% of marketers are investing in video advertising on Instagram and Twitter, more than half of marketers say they plan to increase investment on those two channels, next year. (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Social Media, LinkedIn

38% of marketers have published video content on LinkedIn. Of those who used it, 75% found it to be an effective strategy. 55% plan to use LinkedIn video in 2018. (Wyzowl, State of Video Marketing 2018)

Social Media, Snapchat

11% of marketers have used Snapchat video. Of those who used it, 27% found it to be an effective strategy. Just 9% plan to use it in 2018. (Wyzowl, State of Video Marketing 2018)

Social Media, Twitter

39% of marketers have published video content on Twitter. Out of those, 70% found it to be an effective strategy. 40% plan to use Twitter video in 2018. (Wyzowl, State of Video Marketing 2018)

While only 25% of marketers are investing in video advertising on Instagram and Twitter, more than half of marketers say they plan to increase investment on those two channels, next year. (Animoto, The State of Social Video 2017: Marketing in a Video-First World)

Social Media, YouTube

87% of marketers have published video content on YouTube. Out of those, 90% found it to be an effective strategy. 87% of marketers say they plan to use it in 2018. (Wyzowl, State of Video Marketing 2018)

48% of marketers plan to add YouTube to their content strategy in the next year. (HubSpot, State of Inbound 2017)

Virtual Reality

15% of marketers plan to invest in virtual reality video (up from 13% in 2017).(YouAppi, 2018 CMO Mobile Marketing Guide)

14% of marketers have used virtual reality video. Of those who used it, 67% found it to be an effective strategy. 14% of marketers plan to use VR in 2018. (Wyzowl, State of Video Marketing 2018)

Top Video Marketing Trends to Watch

10. The Demand for Measurable ROI Will Switch to Sales

Fortune 100 brands are replacing their CMOs with chief growth officers (CGOs), and there’s a growing emphasis on driving bottom-line results.

Video marketing can play a useful role in this new reality, with the availability of excellent analytics and support for growth up and down the marketing/sales funnel. But, video marketers will have to place more emphasis on metrics-driven budgeting and decision-making.

Video has been a serious marketing medium for many years now, yet some marketers still treat it as a novelty. That behavior will have to change.

Video Marketing Trend No. 1: Video has been a serious marketing medium for many years now, yet some marketers still treat it as a novelty. That behavior will have to change. Click To Tweet

9. Marketers Will Find More Creative Uses for 360 and VR

360 video has been around for some time, but the cost and difficulty of producing it has remained high, until recently. This has had the effect of limiting the thinking for creative applications.

As the technology becomes more approachable, more marketers will be able to find new, creative uses for the added engagement that 360 can provide. Virtual Reality will still require deep pockets, and distribution remains a problem that makes the technology hard to scale.

Still, we should see more varied adoption, as early performance metrics inspire greater confidence.

Video Marketing Trend No. 2: As #360video becomes more approachable, marketers will find more creative uses for it. The higher cost of #VR will result in slower adoption. Click To Tweet

8. AR and AI Will Remain Beyond the Grasp of Most Marketers

Augmented Reality has the potential to be a real game changer. The production process, which often requires a great deal of custom development, is still too complex, and too expensive.

The application of Artificial Intelligence to video also has great potential, for personalization, and creative suggestion.

These two technologies remain on the cutting edge of video, but real-world applications will remain somewhat limited, next year. That said, keep an eye on both technologies for 2020, and beyond.

Video Marketing Trend No. 3: #AR and #AI remain on the cutting edge of video, but real-world applications will remain somewhat limited, next year. That said, keep an eye on both technologies for 2020, and beyond. Click To Tweet

7. Co-Creation Will Become More Important

With more and more video-enabled smartphones in use (2.5 billion by 2019), there’s an emerging opportunity for companies to work in cooperation with customers and employees to tell brand stories through video.

The challenge will be to focus, collect and process all those individual brand interactions in ways that encourage engagement and support brand values. Co-creation is yet another way to encourage brand trust, and there are many ways to involve audiences in this effort. Video provides some very powerful and unique opportunities.

Sports clubs are a major leader on this front, but we’ll see more brands seek to partner with customers and staff to use video to tell brand stories.

#VideoMarketing Trend No. 4: With more and more smartphones in use (2.5 billion by 2019), there’s an emerging opportunity for companies to work in cooperation with customers and employees to tell brand stories through video. Click To Tweet

6. Live Social Video to Drive Brand Trust Becomes Crucial

Sad to say, we live in an increasingly post-truth era, and many brands are suffering from the resulting lack of trust. Video, especially live-streaming video, has the potential to provide brand insight that can be extremely revealing.

Raw, usually unscripted productions distributed through social media platforms, brings brands to life in new, unfiltered way.

With other social media platforms following the now fabled example of Facebook’s enormous investment in live-streaming video, we will see more brands using video to peel back the curtain, to reveal more about themselves, in an effort to encourage trust and engagement.

#VideoMarketing Trend No. 5: We will see more brands using live-streaming video to peel back the curtain and reveal more about themselves, in order to encourage trust and engagement. Click To Tweet

5. Video-first Marketing Strategies Will Gain Traction

Music to a video marketing agency’s ear, video-first marketing strategies will gain traction.

In 2016, Facebook CEO Mark Zuckerberg said, “Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.”

The importance of photos and text won’t disappear, mind you. Rather, a video-first strategy acknowledges the market reality that customers are increasingly relying on video and other visual forms of marketing for the information they want to consume, and that some of the giants of content are beginning to invest heavily in video.

The consumer desire for video will continue to grow, and so will the number of brands that adopt a video-first marketing approach.

#VideoMarketing Trend No. 6: The consumer desire for video will continue to grow, and so will the number of brands that adopt a #video-first marketing approach. Click To Tweet

4. The Use of Video As a 1:1 Sales Tool Will Skyrocket

If you’re like me, you’ve seen a dramatic increase in the number of emails featuring videos made, “just for you,” in your inbox.

The trend is being fueled by new solutions that make it possible for salespeople to harness the power of video, quickly and easily. Vidyard and Wistia are just two of the video platforms making it easier for non-creatives to reach out to customers with personalized video messaging.

The new emphasis on bottom line success metrics (see trend number one, above) will encourage the practice. For the immediate future, there will be a huge advantage for early adopters on this front. Look for more video in your inbox in the future.

#VideoMarketing Trend No. 7: A new emphasis on bottom line success metrics will encourage the use of video in email. There will be a huge advantage for early adopters on this front. Look for more video in your inbox in the future. Click To Tweet

3. The Use of Video Will Continue to Spread Across the Enterprise

Video – it’s not just for lead gen anymore.

Research from the recent Kaltura report, The State of Video in the Enterprise 2017, underscores the growing use of video in support of a varied list of use cases, beyond brand awareness and lead generation.

Perhaps even more interesting, the report reflects the knowledge, on the part of employees, that facility with the development, use and analytics surrounding video will become increasingly important to their jobs.

Look for HR to lead the video charge outside of marketing, with multiple uses for video, including improving communication, training, celebrating corporate culture, boosting employee creativity, and creating visibility for employee achievements.

Video marketers will have to switch their attention to internal audiences, but they will continue to play a crucial role in using video to promote brand values.

#VideoMarketing Trend No. 8: The list of use cases for video, outside of marketing, is growing. Video marketers will have to switch their attention to internal audiences, with #HR leading the charge outside of marketing. Click To Tweet

2. The Need to Build Audiences Will Drive Demand for Video

Video is uniquely well positioned to help brands build different audiences, within the markets they serve.

If you sell shoes, your market is shoe buyers, while your different audiences may include men, women, teens, and other different types of shoe buyers. Each audience needs different messaging, and is usually reached through different platforms.

The ability to easily repurpose all or part of a video, and then quickly format it for the many different platforms where audiences are lurking, will increasingly drive demand for video.

Some of the other trends mentioned in this post, e.g., artificial intelligence, customization, co-creation, etc., all support the notion of audience building, sometimes down to an audience of one.

Video is uniquely positioned to serve the creation and support of these multiple audiences, and will become an increasingly necessary tool for marketers wishing to do so.

#VideoMarketing Trend No. 9: The ability to quickly and easily repurpose video, for many different platforms and audiences, will increasingly drive demand for video. Click To Tweet

1. Risk Takers Will Be Rewarded

The growing prevalence of video will reap fewer rewards for business-as-usual video marketing. Judicious early adopters of more innovative video formats, and higher quality video productions will be rewarded for standing out from the crowd.

Greater brand adoption, combined with the dropping cost and complexity of video marketing have emphasized quantity over quality.

Marketers wishing to break through the noise will have to find new, more innovative, higher quality methods of using video to tell brand stories. Some of those methods will work, while others will not.

The 2020s will be a time for taking risks.

#VideoMarketing Trend No. 10: Marketers will reap fewer rewards for business-as-usual video marketing. The 2020s will be a time for taking risks, and those that do will be rewarded for standing out from the crowd. Click To Tweet