2021 is here! Believe it or not, we’re entering a new year, and for many brands, 2021 is all about video.
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 2021. 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 2021 and beyond.
[Note: This page has been updated from 2020 to reflect the latest statistics for 2021.]
Video Marketing Statistics for 2021
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)
Is video content effective in gaining brand awareness?
- Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
- 95% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl)
- Over 70% of viewers say YouTube makes them aware of new brands. (YouTube)
Is video content effective in driving purchases?
- 93% of brands got a new customer because of a video on social media. (Animoto)
- 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)
Does video content affect the sales funnel?
- 87% of marketers say video has helped them increase traffic to their website. (Wyzowl)
- 83% of marketers say video has helped them generate leads. (Wyzowl)
- 81% of marketers say video has increased dwell time on their website. (Wyzowl)
- 80% of marketers say video has directly helped to increase sales. (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 posting 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)
Should I post 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)
- 65% of marketers planned to use video marketing on Instagram in 2020. (Wyzowl)
Should I post video content on 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)
- 38% of marketers planned to use video marketing on Twitter in 2020. (Wyzowl)
- People watch 2 million videos on Twitter every day. (Hootsuite)
- Video consumption is the #3 reason people use Twitter. (Hootsuite)
Should I post video content on Facebook?
- Facebook is the #1 platform where marketers plan to invest in the next 12 months. (Animoto)
- 76% of marketers planned to use video marketing on Facebook in 2020. (Wyzowl)
- In 2020, 15% of all Facebook content was video. (Social Insider)
- The optimal video length for engagement on Facebook is between 2 and 5 minutes. (Social Insider)
- Accounts with over 100,000 Facebook followers post 71% of all video content. (Social Insider)
- 12% of Facebook video posts are live streams, but live streams get double the engagement of pre-recorded video posts. (Social Insider)
Should I post video content on LinkedIn?
- 66% of marketers planned to use video marketing on LinkedIn in 2020. (Wyzowl)
- Content on LinkedIn designed for silent viewing is 70% more likely to be watched all the way through to the end. (LinkedIn)
Should I post 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 over 2 billion monthly users. (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)
- 88% of marketers planned to use video marketing on YouTube in 2020. (Wyzowl)
- 65% of video viewers say YouTube is their favorite channel for watching user-generated content. (Limelight)
Should I post video content on TikTok?
- TikTok remains largely untapped, with only around 1 in 10 video marketers having given it a shot. Out of those who’ve tried it out, 66% report having seen success. (Wyzowl)
- 25% of marketers plan to start using TikTok as an advertising channel in 2021. (Postclick)
Should I use other channels for video content?
- 42% of marketers planned to host webinars in 2020. (Wyzowl)
- 12% of marketers planned to use virtual reality (VR) videos in 2020. (Wyzowl)
- 21% of marketers planned to use interactive video in 2020. (Wyzowl)
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?
- 61% of marketers plan to increase their video spending in 2021. (Postclick)
- 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)
- 85% of businesses now use video as a marketing tool. (Wyzowl)
- 92% 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)
- 51% of marketers are incorporating video content into their ABM initiatives. (NextRoll)
- Video is the #1 form of media used in content strategy, overtaking blogs and infographics. (Hubspot)
- 17% of companies use live video for social media marketing. (Hubspot)
Is video going to continue to grow?
- 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)
- Cisco predicts that live Internet video will account for 17% of Internet video traffic by 2022. (Cisco)
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)
- 66% of people say they’d most prefer to learn about a new product or service by watching a short video. (Wyzowl)
- 86% of people would like to see more video from brands in 2020. (Wyzowl)
- On average, viewers spend seven hours and 55 minutes per week watching online video content. (Limelight)
- Online video consumption is increasing across all age groups, with the largest increases seen in people over 46 years old. (Limelight)
- 88% of people say video helps ease collaboration and improves efficiency in the workplace. (Limelight)
- The average person will spend 100 minutes each day watching online video in 2021. (Zenith Media)
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?
- 13% of marketers who don’t currently use video say it’s because they lack the time. (Wyzowl)
- 20% of marketers who don’t currently use video say it’s because it’s too expensive. (Wyzowl)
- 17% of marketers who don’t currently use video say it’s because they don’t know where to start. (Wyzowl)
- 59% of marketers who didn’t use video in 2019 said they expected to start using video in 2020. (Wyzowl)
Hopefully, these 67 video marketing statistics for 2021 have convinced you that it’s important to include video in your content marketing plan. If so, click below to schedule a free consultation call with us! We’ll discuss your goals to come up with a video strategy that works for your audience, your goals, and your budget.
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