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74 Essential Video Marketing Statistics: 2021/2022 Data Analysis & Market Share

The prospect for video marketing remains very bright, with lots of possibilities spurred by newer technologies. With this in mind, we’ve conducted this special research compilation to explore notable video marketing statistics and data from previous years and look ahead to what we could expect in 2021.

One thing’s inevitable—with people all over the world embracing video content with massive interest, marketing teams are sure to follow, leveraging video rollout tools across channels from their content marketing software.

key video marketing statistics

1. Video Marketing Industry Statistics

The growing demand for video has transformed marketing as we know it. Unlike in the past, today’s marketing teams are primarily focused—and rightfully so—on searching for novel approaches in engaging potential leads and providing more personalized experiences. As video had become the major element in marketing and communications plans, let’s look at how the industry had thrived so far in these essential marketing figures: 

  • The video marketing market size worldwide is expected to expand further, with a value of approximately $33.3 billion in 2020 to reach $45.6 billion by 2025. (Statista, 2020)
  • Video is the fastest-growing segment of digital advertising with a compound annual growth rate (CAGR) of 6.5% by 2025.
  • The biggest revenue forecast in 2020 came from the United States, which amounted to $13.2 billion. (Statista, 2020)
  • For this year, over 75% of all Internet traffic is streaming video content. By 2022, it is expected to reach 82%. (Cisco, 2020)
  • The most common types of business-related videos are webinars (56%), product demos (52%), social media videos (51%), explainer videos (49%), and product videos (47%). (Vidyard, 2019)
  • 43% of the global revenue forecast for video advertising in 2020 are from mobile views, and 57% from desktop views. (Statista, 2020)
  • Video accounted for 9.4% of the digital marketing market in 2020. (Statista, 2020)
  • 71% of B2B marketers used video content in the last 12 months. (Content Marketing Institute, 2020)
  • 10% of B2B marketers used live streaming in the last 12 months. (Content Marketing Institute, 2020)
  • 57% of marketers use live video as part of their marketing strategies, while 41% of marketers do not. (Social Media Examiner, 2020)
  • Video content has helped increase the traffic to websites according to 86% of video marketers. (Wyzowl, 2021)

Source: Social Media Examiner 2020

Video’s emerging role is compelling businesses to reconsider and adjust how they use its current arsenal of marketing strategies—which include content marketing, email marketing, customer marketing, demand generation, digital marketing, social media, etc.—to optimize the use of video to their advantage. To do so, annual marketing budgets will substantially increase to adequately meet the high demand for video production.

2. Video Marketing Ad Spending Statistics

Businesses more and more utilize video marketing to boost their sales, create brand awareness and trust, reach out to prospects, and better sustain their existing clientele.

  • The projected video advertising spending in 2021 is $37.4 billion—a 12.5% increase from the previous year. (Statista, 2021)
  • The projected average video ad spending for every Internet user increases by 6.5% in 2021, bringing the projected amount to $7.87 per Internet user. (Statista, 2021)
  • By 2025, the global video advertising revenue is expected to reach $456 billion. (Statista, 2020)
  • 85% of video marketers advertise on YouTube, making it the most widely used platform for video content. (Wyzowl, 2020)
  • The United States’ digital video ad spending in 2020 reached $9.95 billion, which is also the highest amount among other countries. (Statista, 2020)

video marketing ad spending

Rocket science isn’t needed to know the reason why video marketing is the preferred tool used by marketers nowadays—it can tell so much about a product or service in a very short period, in a visually engaging format that is really enjoyable to watch. No wonder marketers are increasingly posting video ads and social media marketing videos on today’s top three video marketing sites, Facebook, YouTube, and Instagram.

3. Video Marketing Best Practices Statistics

If you want to increase conversion and exposure, a video marketing strategy is the only way to go. It’s good to know that the continuing influx of video into various business and marketing channels will also result in the leveling up of standards to guarantee that video playback meets accessibility compliance needs and supports on-brand requirements.

  • 96% of marketers have invested in video marketing. (Animoto, 2020)
  • By placing a video on social media, 93% of businesses are able to win new customers. (Animoto, 2020)
  • 86% of businesses are using video as a marketing tool in 2021. (Wyzowl, 2021)
  • 59% of executives prefer watching a video over reading textual content. (Wordstream)
  • With video now established as a major influencer, industry-wide video marketing data indicate that Instagram is on track to become the fastest-growing platform that uses video content to drive consumer purchasing decisions. (Oberlo, 2020)
  • If a business uses a video on its webpage, it is 53x more likely to appear on the first page of Google results since video enhances SEO. (Video Explainers)
  • 87% of video marketers agree that video marketing gives them good ROI. (Wyzowl, 2021)
  • After watching a video, 84% of consumers state that they have been convinced to purchase a product or service. (Wyzowl, 2021)
  • Over 99% of marketers who use video content in 2020 will continue to do so in 2021. (Wyzowl, 2021)

Source: Social Media Marketing Industry Report 2020; Statista 2021

Video has been proven to be both an effective tool for product/service awareness and is very easy to consume versus other marketing media. Video also offers an easier, more convenient approach to learning and retaining information.

4. Video Consumption Statistics

In this fast-paced world, where having a busy lifestyle has become the norm, most people tend to have limited time to spend reading long texts. And this applies to every age group, in every corner of the world. Here are some of the proven best practices, news, and statistical figures relating to how video marketing is used these days.

  • 82% of the global Internet traffic in 2022 will come from video streaming and downloads. (Cisco, 2020)
  • In 2022, the number of digital video viewers in the United is projected to reach 248.9 million. (eMarketer, 2021)
  • 78% of Internet users watch videos online every week; 55% watch online videos on a daily basis. (HubSpot)
  • Video content is twice as likely to be shared by Internet users compared to posts, articles, still images, product pages, etc. (Wyzowl, 2021)
  • Representing more than 50% of all video plays, mobile video is the fastest-growing consumer-targeted video. (Brid.TV, 2020)
  • 96% of Internet users watch explainer videos to learn more about a product or service. (Wyzowl, 2020)
  • When viewed via mobile devices, 92% of users share after watching a video. (WordStream, 2020)
  • Online video ads are skipped by 65% of viewers ASAP. (CNBC)
  • YouTube plays more than 1 billion hours of video every day and has more than 2 billion users every month. (YouTube Press, 2021)
  • 85% of consumers want to see more video content from brands in 2021. (Wyzowl, 2021)
  • 4 of the top 6 channels on which global consumers watch videos are social media channels. (HubSpot)
  • People tend to watch videos on their smartphones 1.5 times more. (Facebook, 2020)

number of hours people watch videos online

Being primarily sensory, people tend to consider videos as more interesting, more engaging, and more widely-used versus the other types of content being used today. With all the popular types of video content presently used—such as explainer videos, video ads, video testimonials, recordings of live streams, product demos, product reviews, tutorials, video presentations, video interviews,  and vlogs (video blogs), video as a preferred way to tell a story or to advertise has ceased from being a good alternative—it’s now mandatory. And with most people always on the go, you must ensure you’re also utilizing the advantages of mobile marketing apps.

Video has brought massive changes to marketing in particular and business in general. Here are some of the key video marketing developments today that every business must know and act upon:

  • A call-to-action is 95% more effective in videos. (Forbes)
  • Videos shorter than 2 minutes receive the most engagement. (Wistia)
  • 60% of Instagram Stories are watched with sound, whereas 85% of Facebook videos are watched without any sound. (Instagram, 2021)
  • To make 82% of consumers spend more time on a site, Google Chrome blocks autoplay ads as more people hate autoplay. (Marketing Land)
  • 93% of marketers use video on various levels. (Single Grain)
  • After viewing a brand’s content on a website, 75% of Instagram users have taken action. (HootSuite, 2021)
  • 69% of consumers prefer to watch short videos for product/service awareness rather than reading text. (Wyzowl, 2021)
  • 81% of businesses prefer to include Facebook for their video marketing. (Buffer, 2019)
  • 70% of video marketers plan to use Facebook in their marketing strategy in 2021. (Wyzowl, 2021)
  • When you place a video on your landing page, your conversion rate will increase by up to 80%. (Unbounce)
  • More than 50% of consumers prefer brands that use videos on their sites, more than other content types. (HubSpot)
  • Video has improved the conversion rate of 72% of businesses. (Impact Plus)
  • Over 75% of viewership is from mobile devices. (TechJury, 2021)
  • When people watch a video ad, 95% are able to retain the ad’s message; only 10% of consumers do so when reading the message in text. (Insivia)
  • Video helps marketers increase revenue 49% faster compared to those who don’t use video. (WordStream)
  • 66% more qualified leads are derived by video marketers annually, while a 54% rise in brand awareness is achieved by video marketers. (Optin Monster, 2021)

Source: Wyzowl 2021

Marketers should stop wasting precious time and limited company resources on other marketing channels and simply focus on building strategies centered on optimizing video marketing to cater to today’s consumers. To better design a comprehensive marketing approach for your business, you must take advantage of the benefits that today’s best marketing solutions offer.

Leading Content Marketing Software Providers

  1. HubSpot Marketing. An all-inclusive marketing platform, this software helps you manage every aspect of your marketing effort, including video. This HubSpot Marketing review can give you a comprehensive idea of what this solution offers.
  2. UpCity. Though not technically marketing software, this platform connects you with expert marketing professionals. See how it can boost your marketing efforts in this UpCity review.
  3. Wrike. This full marketing suite aids you in optimizing your content marketing efforts. This Wrike review can give you full details.
  4. Optimizely. A platform that empowers marketing teams to curate better experiences for customers. Our Optimizely review gives you a succinct look into its offering.
  5. Percolate. This all-inclusive platform offers full visibility into all of your marketing activities. See what else it can do for you in this Percolate review.

6. Video Marketing Technology Statistics

Before we get so engulfed by the extensive variety of videos that we watch every day, it is also important to take note of one of the unchanging, universal truth in media—”the medium is the message”—that with video marketing, the quality of the medium also affects the quality of the message.

  • 24% of video marketers would like to use interactive video as part of their 2021 marketing strategy. (Wyzowl, 2021)
  • 85% of marketers say that using Facebook as a video marketing channel is an effective approach. (HootSuite, 2021)
  • 43% of video marketers agree that video content has helped lower the volume of support calls they receive. (Wyzowl, 2021)
  • Virtual reality or VR is one of the new technologies 12% of video marketers plan to include in their video marketing efforts in 2021. (Wyzowl, 2021)
  • 86% of B2B marketers have implemented marketing technology to some extent. (Click Dimensions)

Strategic Priorities among Marketing Technology Vendors

Indeed, behind every viral marketing video is a video technology and the team that created the piece of excellent creative audio-visual work. This makes it equally important to carefully consider the video marketing technology that your business chooses to engage your audience. Likewise, your team’s creativity should always be grounded on sound insights that can be generated by your trusted marketing analytics platforms to ensure success and relevance.

7. The Impact of COVID-19 on Video Marketing

The coronavirus outbreak has been the biggest unprecedented event in 2020 and has left quite an impact on different industries, including marketing. But despite the pandemic’s negative impact, the video marketing segment appears to thrive amidst the crisis.

  • Video is one of the least affected segments of digital advertising along with social media advertising in terms of ad spending: -4% in compared to the pre-COVID-19 period. (Statista, 2020)
  • Nearly 40% of marketers state that their video marketing plans are affected by the pandemic. (Wyzowl, 2021)
  • 74% of marketers who claim that the pandemic affects their video marketing plans also state that they are likely to use video more. (Wyzowl, 2021)
  • 60% of marketers are aware that the pandemic will affect their marketing budget for 2021. (Wyzowl, 2021)
  • 7 out of 10 marketers expect that the pandemic will increase their 2021 video marketing budget. (Wyzowl, 2021)
  • 92% of video marketers agree that the competition has intensified since the pandemic began. (Wyzowl, 2021)
  • 96% of consumers who state that the pandemic has affected their consumption of video content agree that the amount of videos they watch has increased. (Wyzowl, 2021)
  • According to 91% of marketers, video content is more important now for businesses. (Wyzowl, 2021)
  • In 2020, 24% of video marketers stated that they utilized video marketing for the first time. (Wyzowl, 2021)
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Reasons Behind Marketers' Decision to Use Video for the First Time in 2020

Reasons Behind Marketers' Decision to Use Video for the First Time in 2020
Video has become easier to create in-house.: 51

Video has become easier to create in-house.

%
Reasons Behind Marketers' Decision to Use Video for the First Time in 2020
Video has become necessary in light of the recent events.: 47

Video has become necessary in light of the recent events.

%
Reasons Behind Marketers' Decision to Use Video for the First Time in 2020
Producing videos is now more affordable.: 44

Producing videos is now more affordable.

%
Reasons Behind Marketers' Decision to Use Video for the First Time in 2020
It is now less time-consuming and easier to create a video.: 39

It is now less time-consuming and easier to create a video.

%
Reasons Behind Marketers' Decision to Use Video for the First Time in 2020
Video is more effective in presenting the value of the brand or content.: 36

Video is more effective in presenting the value of the brand or content.

%

Source: Wyzowl 2021

Designed by

Take Advantage of These statistics When Getting Video Marketing Software

More than ever before, marketing experts are relying on the proven efficiency and future potentials of video content in furthering their primary cause, i.e., to boost user engagement and to enhance brand trust. Along with the other benefits of marketing software, video ads should now become a priority among marketing teams. To sum up the above video marketing technology analysis, here are some key takeaways that will matter the most to your business:

  • As video is on its way to completely dominating the Internet, it becomes more inevitable for marketers to prioritize using video marketing over other advertising channels.
  • Video is now the number one tool used by marketers everywhere.
  • Marketers should focus on using videos on mobile-friendly social media sites.
  • The shorter a video is, the more it becomes engaging and effective.

We’ve saved the best news for last: the most interesting part of today’s video marketing research is that businesses don’t need huge budgets or additional outside resources to create an engaging marketing video. You don’t even need to be an expert video producer to succeed in this area.

Basically, what businesses need is a clear direction on how they’ll use video in their marketing campaigns and, of course, the suitable video marketing software to create it.

There’s likely no other better proof of how a small, unknown company became a billion-dollar brand by only creating a very original and engaging video that became viral than the success story of the Dollar Shave Club.

This only shows that you don’t have to be a large enterprise or possess massive resources to start a successful video marketing program for your business. In case you want to learn more about this exciting technology, it is always good practice to conduct even the most basic of research on how to create an effective video engagement strategy for your business.

 

References:

  1. Statista. (2020). Digital advertising report 2020. Statista.
  2. Cisco. (2020, March 19). Cisco annual internet report (2018–2023) white paper. Cisco.
  3. Vidyard. (2021). The 2021 Vidyard video benchmark report. Vidyard.
  4. Content Marketing Institute, & MarketingProfs. (2021). B2B content marketing 2020: Benchmarks, Budgets, and Trends–North America. Content Marketing Institute.
  5. Social Media Examiner. (2020). Social media marketing industry report. Social Media Examiner.
  6. Wyzowl. (2021). Video marketing statistics 2021: The state of video marketing. Wyzowl.
  7. Statista. (2021). Video advertising – Worldwide. Statista.
  8. Wyzowl. (2020). State of video marketing survey 2020: The results are in! Wyzowl.
  9. Statista Digital Market Outlook (2020, June 30). Digital market outlook: Digital video ad spend country comparison 2020. Statista.
  10. Rozario-Ospino, J. (2019, October 21). Social video trends: Marketer insights for 2020. Animoto.
  11. Lister, M. (2020, June 30). 37 staggering video marketing statistics for 2018. WordStream.
  12. Xue, J. (2021, March 29). How to make money from Instagram: 7 tips for 2021. Oberlo.
  13. John, D. (2020, November 23). Impact of video on internet buyer (Infographic). Video Explainers.
  14. Wyzowl. (2021). The state of video marketing 2021. Wyzowl.
  15. Kats, R. (2018, March 9). Video ad fraud, effective measurement worry marketers. eMarketer.
  16. Collins, A., & Conley, M. (2020, October 12). The ultimate guide to video marketing. HubSpot.
  17. Dasic, A. (2021, February 26). Social video platforms taking the world by storm today. Brid.tv.
  18. Handley, L. (2017, February 16). Sixty-five percent of people skip online video ads. Here’s what to do about it. CNBC.
  19. YouTube Blog. (2021). YouTube for press. YouTube.
  20. An, M. (2019, December 11). Content trends: Global preferences. HubSpot.
  21. Facebook IQ. (2017, June 20). Shifts for 2020: Multisensory multipliers. Facebook.
  22. Fishman, E. (2016, July 5). Proof that humans have a two-minute attention span. Wistia.
  23. Instagram for Business. (2021). Instagram stories ads. Instagram.
  24. Marvin, G. (2019, January 9). Google chrome’s filtering of ‘annoying’ ads will apply to sites worldwide starting in July. Marketing Land.
  25. Mahoney, M. (2020, May 12). Just the stats: Why should you leverage video marketing. Single Grain.
  26. Newberry, C. (2021, January 6). 44 Instagram Stats That Matter to Marketers in 2021. Hootsuite.
  27. Buffer, & Social Chain. (2019). State of social 2019. Buffer.
  28. Unbounce. (2020, July 17). The benefits of using video on landing pages. Unbounce.
  29. Austin, C. (2021, February 4). 19 intriguing video marketing stats (& proving why you should implement it). Impact Plus.
  30. Insivia. (2013). 50 must know stats about video & animation marketing 2013. Insivia.
  31. Santora, J. (2021, January 6). Video marketing statistics: What you must know for 2021. OptinMonster.
  32. ClickDimensions Marketing. (2019, January 31). Video infographic: The B2B perspective on marketing technology trends. ClickDimensions.
  33. Wyzowl. (2021). Report: State of video marketing 2021. Wyzowl.
Nestor Gilbert

By Nestor Gilbert

Nestor Gilbert is a senior B2B and SaaS analyst and a core contributor at FinancesOnline for over 5 years. With his experience in software development and extensive knowledge of SaaS management, he writes mostly about emerging B2B technologies and their impact on the current business landscape. However, he also provides in-depth reviews on a wide range of software solutions to help businesses find suitable options for them. Through his work, he aims to help companies develop a more tech-forward approach to their operations and overcome their SaaS-related challenges.

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