23+ Video Marketing Statistics You Cannot Miss in 2022
Updated · Jun 03, 2022
Remember that ad with the girl in white pants happily dancing around, singing and just purely enjoying life? Completely illogical, given the context. Do I even need to say what it is about?
It has been proven that people remember video content better than text and photos. This is why video marketing is on the rise.
Videos can communicate a wealth of information and raise awareness and engagement. That’s why they are the way to go if you want to draw attention to your brand. Video marketing statistics are quite convincing in this regard.
Notable Video Marketing Statistics
- 80% of people remember a video ad they’ve seen in the past 30 days
- 79% of people would rather watch a video than read about the product
- 55% of online users watch videos daily
- Videos get shared 12 times more than texts and photos combined
- 90% of customers rely on video to decide whether to make a purchase
- Videos lead to 49% faster revenue growth than any other marketing strategy
- Video marketing strategies are responsible for an average rise of 54% in brand awareness
- 83% of marketers claim video gives them good ROI
Let’s first answer the obvious question.
What is video marketing?
The concept is incredibly simple. A brand creates a video, featuring selected product or service and promoting the company. You’ve seen video ads on TV, on YouTube, and Facebook. You’ve seen them while playing games on your phone too. At this point, they’re basically everywhere.
If those video marketing stats haven’t swayed you toward this approach yet, we’re here to break them down for you. The implications are astonishing.
Here are interesting facts on video marketing:
1. 80% of people remember a video ad they’ve seen the past 30 days.
Even commercials people don’t want to remember stick with them for about a month. If you want further proof, you can tell us the name of the brand that has an ad with a car and two ladybugs. Or the one with the laundry detergent and the happy housewives. You can probably name more than one company using that particular scenario.
2. Users remember 20% of what they see.
Studies show people remember 10% of the information they hear and around 20% of what they see. Combining those two channels seems to do the trick, as 80% of people remember video content.
Isn’t the human brain fascinating?
3. 79% of people prefer watching videos than reading about products.
After all, a 3-minute video will give us far more information than a 3-minute read.
And let’s face it, our attention span rivals that of a golden retriever puppy.
A video can show you useful tips, customer reviews, behind-the-scenes content, and would require literally zero effort from you to watch it.
Besides, in the 21st century, who’s not watching videos?
4. 78% of users watch videos weekly.
It’s actually surprising the number is that low. It doesn’t matter though, because 78% is still a gigantic pool of future customers. If that doesn’t highlight the importance of video marketing, have another jaw-dropping fact:
5. 55% of those watch videos daily.
That’s more than half of the weekly users! And the internet is no small space. It ‘houses’ people from all around the world. Which makes 55% a huge audience to reach.
Videos are also the most widely shared content. In fact, photos and text don't come even close.
6. Videos get shared 12 times more than texts and photos together.
(Source: Small Business Trends)
Just think about how many videos of cute cats you see daily on social media. Now let’s think about it from a marketer’s point of view.
Aside from being easier to remember, videos are also easily accessible. All mobile phone systems support video formats. You can post videos on YouTube, Facebook, Instagram, as well as play video ads on TV. That leaves magazines and newspapers out of reach, but we can’t have it all now, can we?
7. Watching a review impacts our emotions more than reading a review.
Videos also impact our emotions. Reading a customer’s review is one thing. Watching said customer actually use the product and hearing them praise it engages you on a whole another level.
Imagine all the people… sharing a video of your brand. Well… alright, you are unlikely to reach all people, but you can still have a massive impact.
Because videos influence purchasing decisions big time.
8. 90% of customers make purchasing decisions based on videos they’ve seen.
People tend to buy things they understand or deem useful.
You know, when they’re not using shopping as a therapy method.
Video marketing statistics claim explainer videos are a great way to take advantage of that. They show how what you’re offering can be useful to your clients - this in turn leads to better ROI.
9. 96% of people admit they’ve seen an explainer video for a product or service.
Do you really need any more convincing? This type of videos is vital for your marketing strategy. Tutorials and tips and tricks can also draw people to your brand.
Besides, let’s be honest here. We’ve all went on YouTube to search for a how-to video.
When in doubt - videos.
Turns out videos as a whole also lead to revenue growth. To be precise:
10. Videos lead to 49% faster revenue growth than any other marketing strategy.
Videos are easy to remember and widely shared on social media too. This is partly because they are entertaining. People hate being bored and need constant entertainment, even when doing the simplest tasks.
As a result, video content marketing is beating every other marketing strategy by close to 50%.
Are you not sure that’s true?
11. There’s a 54% rise in brand awareness due to video marketing.
What is one of the main goals of every marketing plan? An ever-widening reach. Video gives you that, plus higher engagement.
What do marketers think about this?
Glad you asked.
12. 87% of marketers said that video provides for positive ROI.
Although producing quality video content is time-consuming and expensive, numbers show that it is worth the effort. If you use videos strategically and measure your campaigns' results, you'll probably be among the 87% who are satisfied with the return on investment.
Test out different video formats and social media to see which works best for you. Once you know which platform brings the best results in terms of ROI, scale that channel. Don't put aside the increased demand for short videos.
13. 85% of marketers that use Facebook videos say it's been successful.
Videos cater to the people’s desire to have their voice heard and to feel like their contribution matters. Social media videos are the perfect way to make them feel included.
Choosing the Right Format
Alright, these were the general video marketing statistics. Now let’s niche down and see how different types of videos fit into your marketing plan.
14. Vlogs are mostly a domain of influencers, but you can use it too.
Vlogs are the domain of social media influencers. To use vlogs, you need to collaborate with an influencer and use their video content (and personal credibility) as your platform.
If you’re not fond of the idea, vlogs might still work for you. You can make announcements or weekly updates on your social media pages yourself. This format is also good for behind-the-scenes content.
15. 96% of users say they’ve watched an explainer video to learn more about a product or service.
Alright, let’s elaborate on those. Explainer videos are basically how-to videos. They can also be tutorials. Showing the customer how your product fits in their daily routine can overcome their resistance to change.
Add to that some tutorials on different ways to use it and some tips and tricks - and you can very well have a recipe for success.
16. Live videos are a marketing tool - 35% of marketers say they've used Facebook Live.
Arguably best for behind-the-scenes content. Oh, and just in case it’s not obvious - there’s no way you can еdit a live stream.
Facebook video stats point users prefer videos to any other type of content. This makes them a great way to connect with your audience. These days almost all big social media platforms have the option of live streaming, so you already possess this power at your fingertips.
17. Reviews work best for industries like tech and cosmetics.
That’s the trademark for tech companies and the beauty industry. Technologies and makeup are most often reviewed on videos - either by bloggers or people directly connected with the line of work.
18. Testimonials are one of the most effective forms of content marketing.
Testimonials are basically reviews given by clients. They often take the form of an interview where someone behind the camera asks the customer a few questions about the product.
The most important thing about testimonials is they need to sound genuine. For best results, you can combine them with live videos.
19. Ads are still a multibillion-dollar industry.
Ads are perhaps the oldest form of video marketing. These are short clips focused solely on your brand or service. They’re also the most common.
You can think of ads as short presentations. Best for raising brand awareness...and annoying TV viewers in the middle of their Game of Thrones episode.
Even though advertisers are switching to online video, TV advertising is still a growing industry. US television advertising revenue is set to reach $75 billion by 2025.
20. Emailing videos can increase click rate by up to 300%
(Source: Leighton Interactive)
Video marketing statistics show emails also benefit from videos. An email with video content on average leads to better ROI. So hurry up and integrate them into your email marketing plan. You’ll reap the benefits soon enough.
To sum up, videos are slowly becoming vital to marketing strategies. More and more marketers and agencies are now aware of their power, and their popularity is expected to shoot up even more dramatically next year.
Users are turning to video content in droves. With our attention span getting shorter and shorter, videos will soon be the only way to satisfy our unending desire for entertainment. But beware, popularity means tough competition, so making your content stand out in the sea of videos should be a priority.
Unexpected Video Marketing Stats
After all those video marketing stats, it’s time for some relaxation and our favorite fun facts on the topic.
21. YouTube is the second largest search engine.
While Google still holds the Iron Throne of search engines, YouTube follows in the king’s steps. Many use it to look for reviews or explainer videos, like how to do your make up like Adriana Lima or how to fix toilet tanks (any similarity with real events or people was absolutely intentional).
22. Gangnam Style was the first video that surpassed 1 billion views on YouTube.
Oppa Gangnam Style! The video was published on 15.07.2012 and, according to YouTube video statistics, became the first video on the platform to attract more than one billion views.
23. In 2017, the biggest brands that used video in their marketing strategies were Amazon, Gillete, Chevrolet, Louis Vuitton, and Coca-Cola.
Amazon spent $3 billion on video ads. Gillette hit 6 million views on an explainer video, while Chevrolet was the automotive brand with most watched videos - a total of 104 million views.
Louis Vuitton had 141k subscribers and 91 million views. Meanwhile, Coca-Cola had 5 billion views on YouTube alone. Talk about huge reach.
We hope you found those video marketing statistics as interesting and useful as we did. Till next time!
Teodora devoted her whole life to words – reading, writing and trying to be original on social media. She got certified in digital marketing but still feels she’s not cool enough to be an influencer. (We all disagree – she influences the team pretty well.) She finished a master’s degree focused in Literature, Publishing, Mass Media. Her hobbies include traveling, and reading. Teddy hopes that yoga will be the thing to finally teach her some patience and show her the path toward world domination. Maybe modern tech can also help her with that.
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