[Note: This page has been updated from 2019 to reflect the latest statistics for 2020.]
2020 is here! Believe it or not, we’re entering a new year, a new decade, and hopefully a new chapter in your video marketing journey.
You probably know by now that video is a critical component of your overall marketing strategy. Because the video landscape is changing so drastically, we’re constantly coming across new ways to engage with consumers and tailor video content to specific business goals.
That being said, video is your biggest opportunity in 2020. Whether you run a one-person business from your basement, have a small startup that’s just getting off the ground, or work for a giant multinational corporation, there are countless ways to use video to your advantage.
Plus, if you aren’t using video, your competitors probably are, so it’s time to step up your content game. Don’t believe us? Here are 67 statistics that prove the importance of video marketing for 2020 and beyond.
Video Marketing Statistics for 2020
To help make these statistics more digestible, we’re going to break them into the following categories:
- Video marketing for attracting customers and driving purchases
- Channels for distributing video content
- Video marketing industry trends
- Consumer preferences for video content
- Reasons people are putting off video content
Let’s get started!
Video Marketing for Attracting Customers and Driving Purchases
When it comes to attracting new customers, it makes sense that video content is effective. It combines visual imagery, sound, and extras like effects or text headings to paint a fuller picture of your concept than any one component alone. Plus, since video is dynamic, it grabs attention better than static images or walls of text.
In order to attract new customers, this combination of attention-grabbing media and a clearly explained concept is key, making video a great choice. Video often means that viewers can see your product or service in action, preemptively answering questions they might have had and demonstrating real-life applications. This is great for driving purchases.
The statistics below shed some light on how to use video to capture attention, gain brand awareness, drive purchases, and influence your overall sales funnel.
Does video content capture attention in a memorable way?
- 85% of marketers say that video is an effective way to get attention online. (Animoto)
- Viewers claim they retain 95% of a message when obtained via video. (Social Media Week)
- The average video retains 37% of viewers all the way to the end of the video. (Hubspot)
- The average retention rate of personalized videos is 35% higher than non-personalized videos. (Hubspot)
Is video content effective in gaining brand awareness?
- Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
- 94% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl)
- 30% of mobile shoppers say video is the best medium for discovering new products. (Facebook)
- 96% of people say they’ve watched an explainer video to learn more about a product or service. (Wyzowl)
Is video content effective in driving purchases?
- 93% of brands got a new customer because of a video on social media. (Animoto)
- 79% of people say a brand’s video has convinced them to buy a piece of software or app. (Wyzowl)
- 92% of mobile users report sharing videos with others. (Social Media Week)
Does video content affect the sales funnel?
- 84% of marketers say video has helped them increase traffic to their website. (Wyzowl)
- 81% of marketers say video has helped them generate leads. (Wyzowl)
- 80% of marketers say video has increased dwell time on their website. (Wyzowl)
- 41% of marketers say that video has helped them reduce support calls. (Wyzowl)
Channels for Distributing Video Content
Now that we’ve covered the impact that video content can have on consumer brand awareness and purchase intent, we’re going to dive into the options you have for sharing your video content.
We’ll focus mainly on social media platforms since there are so many social channels to choose from, but there are other great channel options outside of social as well. The stats below can help point you in the right direction when it comes to where to share your video content.
Is using video content on social media important?
- 58% of consumers visit a brand’s social media pages before visiting their website. (Animoto)
- 24% of consumers are making more purchases due to ads on social media than they did last year. (Animoto)
- 60% of consumers who made a purchase from a brand found out about them on social media. (Animoto)
- The top 3 purchase-driving platforms are YouTube, Facebook, and Instagram. (Animoto)
Should I use video content on Instagram?
- 77% of marketers have posted a video on IGTV. (Animoto)
- 41% of marketers say that Instagram Stories has become more important in the last 12 months. (Animoto)
- 1 in 4 consumers made a purchase after seeing a story on Instagram. (Animoto)
Should I use video content on Twitter?
- 93% of Twitter video views happen on mobile. (Twitter)
- Videos with minimal Tweet copy have a 13% higher brand and message recall and overall view time than videos with longer Tweet copy. (Twitter)
- Video is Twitter’s fastest-growing advertising tool. (Twitter)
- There are over 2 billion video views on Twitter each day, which is 67% growth over last year. (Twitter)
- Tweets with video attract 10x more engagements than Tweets without video. (Twitter)
- Promoted Tweets with videos save more than 50% on cost-per-engagement. (Twitter)
Should I use video content on Facebook?
- Facebook is the #1 platform where marketers plan to invest in the next 12 months. (Animoto)
- 33% of marketers have used Facebook Live as a channel. (Wyzowl)
- On Facebook, 1 in 5 videos is a live broadcast. (Facebook)
Should I use video content on LinkedIn?
- 80% of video views on LinkedIn take place with no sound. (LinkedIn)
- Content on LinkedIn designed for silent viewing is 70% more likely to be watched all the way through to the end. (LinkedIn)
Should I use video content on YouTube?
- YouTube replaced Facebook as the #1 platform that affects consumer behavior. (Animoto)
- YouTube is the #1 purchase-driver on social. (Animoto)
- YouTube has 1 billion users, which is almost ⅓ of the Internet. (YouTube)
- More than 70% of YouTube watchtime comes from mobile content. (YouTube)
- Every day, people watch over a billion hours of video on YouTube. (YouTube)
- 83% of consumers worldwide prefer YouTube to watch video content. (Hubspot)
Should I use other channels for video content?
- 41% of video marketers have used webinar as a channel. (Wyzowl)
- 11% of video marketers have used virtual reality as a channel. (Wyzowl)
- Cisco predicts that live Internet video will account for 17% of Internet video traffic by 2022. (Cisco)
Video Marketing Industry Trends
Now that you know where you might want to post your video content, you might be wondering how other companies are approaching video marketing. Is video marketing growing? Do businesses see video marketing as important? These statistics shed some light on general trends in the marketing space, and where the industry might be moving in the coming years.
Is video content being used by other companies?
- 70% of businesses say they’re creating more videos now compared to the same time last year. (Animoto)
- 96% of marketers have placed ad spend on video. (Animoto)
- 87% of businesses now use video as a marketing tool. (Wyzowl)
- 91% of video marketers consider video an important part of their marketing strategy. (Wyzowl)
- 84% of marketers rank video creation skills important when hiring for a new marketing position. (Animoto)
- 18 is the average number of videos published by businesses each month. (Hubspot)
- 52% of small- and medium-sized businesses use a mix of in-house and outsourced resources for video production. (Vidyard)
- High-tech and professional services companies create the most new videos annually. (Vidyard)
Is video going to continue to grow?
- By 2020, the number of videos crossing the Internet per second will approach 1 million. (Social Media Week)
- 99% of marketers claim they will continue to use video in their approach. (Social Media Week)
- 88% of marketers are committed to devoting more dollars to video campaigns in the future. (Social Media Week)
Consumer Preferences for Video Content
By now you can probably tell that video content is effective and important, but do consumers enjoy engaging with them? The following statistics answer this question, and highlight some specific preferences consumers have for video content. Check them out for details on video length, format, and consumer viewing habits.
Do people like watching videos?
- 78% of people report watching videos online each week, with 55% of those watching on a daily basis. (Social Media Week)
- 68% of people say they’d most prefer to learn about a new product or service by watching a short video. (Wyzowl)
- 54% of all people want marketers to put out more video content. (Hubspot)
Is video format important?
- The 4 most common video types are explainers, product demos, how-tos, and testimonials. (Hubspot)
- 86% of business-related video views happen on desktop browsers. (Hubspot)
- 82% of people find it annoying to watch videos with a “black bar” where the video hasn’t been properly optimized to display in their chosen orientation. (Wyzowl)
- When viewing videos, 75% of people prefer to watch horizontally. (Wyzowl)
- 60% of users film content horizontally. (Social Media Week)
- People are 1.5x more likely to watch video daily on a smartphone than a computer. (Facebook)
- Millennials are 1.35x more likely than older generations to say they find it easier to focus when watching videos on mobile. (Facebook)
- 56% of videos published in the last year are less than two minutes long. (Hubspot)
Reasons People Are Putting Off Video Content
At this point, you might be wondering why anyone wouldn’t be creating video content given how powerful these statistics are. Unfortunately, some brands are still holding back and missing the opportunity to use video in their marketing strategies.
The following statistics give the most common reasons marketers aren’t using video. If any of these apply to your business, we can help! We do all the legwork for you to make video content more accessible, especially for small-to-medium sized businesses with limited time and resources.
Why aren’t some people using video?
- 23% of marketers who don’t currently use video say it’s because they lack the time (Wyzowl)
- 21% of marketers who don’t currently use video say it’s because they don’t know where to start. (Wyzowl)
- 12% of marketers who don’t currently use video say it’s because it’s too expensive. (Wyzowl)
Hopefully, these 67 video marketing statistics for 2020 have convinced you that it’s important to include video in your content marketing plan. If so, fill out the form below to schedule a free consultation call with us! We’ll discuss your goals to come up with a video concept that works for your audience—and your budget.
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