Video marketing was crowned ‘King of Content‘ as early as 2015 and it still holds the title in 2020. Over the past few years, online video viewing has grown at a rate of 32% per year. Hundreds of hours of video are uploaded every second. Billions of video views are happening daily. And it’s not just for entertainment purposes.
Consumers are using video to research products before they buy them. Brands are using video to improve their marketing outcomes. Businesses are creating video content to better train and onboard their employees.
And while there are a lot of video training and video marketing statistics floating around online, we’ve compiled the most trustworthy and useful to help inform your internal training and external video marketing strategies. The stats below are sourced from well-respected companies in the video space, peer-reviewed scientific journals, and marketing studies, so you can feel confident about using them.
Demand and Popularity of Video is Increasing
People are watching more video content and paying more attention to video than other types of media.
Marketing Videos Are a Great Way to Reach Consumers
“In today’s fast-paced world, video marketing is one of the few types of online material that provides the value, relevance and flexibility consumers need, all while catering to the on-the-go lifestyle they want.” (Forbes)
Types of Marketing Videos
Marketing videos come in many forms, including explainers, social media videos, product demos, user-generated content or customer videos, and more. According to a 2019 study from Vidyard, the most commonly used business video types are:
| Webinars (55%) | Product Videos (47%) | Livestreams (31%) |
| Demos (52%) | Customer Videos (41%) | Cultural Videos (25%) |
| Social Media Videos (51%) | How-to Videos (34%) | Vlogs (15%) |
| Explainer Videos (49%) | Thought Leadership (32%) | One-to-One (11%) |
The Benefits of Video for Businesses and Consumers
As video has become increasingly popular, consumers and businesses have found many benefits. 84% of Enterprise organizations report using video for five or more purposes and 28% use video for nine or more (Kaltura, 2018).
Consumers prefer to learn about a brand and its products Through Video
When it comes to receiving branded content or learning about a business’s products and services, consumers prefer video over other types of content.
Consumers seek out video to help them make purchasing decisions
Many consumers have searched for videos on Google or YouTube to help them decide what products to buy.
Video Helps with Learning, Training, and onboarding
Video gives marketers a significant return on investment
With video growing in popularity and consumers using video to make purchasing decisions, it’s not surprising that marketers are finding significant ROI from marketing videos.
Marketing videos have become easier and more cost-effective to make
Many non-video marketers have recently added video to their marketing strategy because they believe they are easier and more affordable to create.
Video Improves Email Marketing Results
Including video in your marketing emails can increase your click-through rate.
Social Media is a Prime Destination for Video Marketing
With so many platforms to choose from — Facebook, YouTube, Instagram, Twitter, etc. — and billions of users among them, social media is a prime destination for brands to place their marketing videos.
YouTube Video
With hundreds of hours of video uploaded every minute and its popularity among users 18-34, YouTube has become a key platform for video marketing.
Facebook Video
While YouTube is the social destination for video, Facebook has gained traction as a video destination for users and marketers.
Instagram Video
Many consumers are watching branded video on Instagram through its feed, IGTV, and Stories, making it a key platform for marketers’ video marketing strategy.
Twitter Video
Though not as popular for video marketing as Facebook, YouTube, or Instagram, Twitter is still an important part of many marketers’ plans.
Ready to Get Started with Video?
Now that you’ve read how marketing videos can benefit your business, if you’re ready to get started making videos, here are some best practices.
Keep it short, but not too short
Have a distribution strategy
Use captions
Consider Animated Video
Training & Video Marketing Statistics Show the Benefits of Video
Whether you’re looking to help customers learn more about your products, improve your marketing ROI, or increase your email click-through rate, these statistics show the benefits of incorporating video into your marketing strategy.
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This content was originally published here.
