There is something that the three dominant social media platforms of the moment, Facebook, Instagram, and TikTok, share: the video format leads to the engagement of users of these platforms. Not only has Meta decided to invest millions in Instagram to get users to switch from traditional image posts to Reels in response to the rise of TikTok (which is expected to beat two billion by the end of 2024.), but the data corroborates that video is here to stay.
If you have not yet decided into creating a demo, brand, or event video because you think it’s necessary to have a huge production team, stay a little longer and read these ten key video marketing stats you need to know in 2024 and increase your ROI.
💡 Video Marketing Statistics — Highlights
- 92% of Internet users between the ages of 16 and 64 consume any video every week
- 60% of businesses use video marketing as a way to engage users
- 58% of marketers use Facebook when sharing ad campaigns and video content
- 33% of marketers prefer to publish videos longer than 60 seconds on social media platforms
- 38% of marketers using video in their strategies consider creating content in this format increasingly more accessible
- 93% of brands say they gained new customers by sharing video content through social media
- 69% of users say demo videos make it easier for them to make a purchase decision
- 74% of marketers say that videos have given them a better ROI than when using static images
- 70% of viewers have purchased after seeing a brand on YouTube
- 50% of Instagram users have ended up visiting a website to purchase a product after seeing it advertised on IG Stories
1. 92% of Internet users between the ages of 16 and 64 consume any video every week
While brands are increasingly colonizing the video terrain, it is necessary to know that this behavior has a reason.
According to data from the German portal Statista, in 2022, music videos are the most consumed type of video weekly, with 51.5% of the audience mostly playing this type of content. In second place are comedy videos, with 36.7 % of users, and in third place are how-to tutorial videos, which are the focus of 31.6 % of consumers.
Taking into account the most consumed video formats and the trends of the moment can give you clear signals of where you should direct your video marketing strategy so that your campaigns reach your audience best.
2. 60% of businesses use video marketing as a way to engage users
According to data collected by business management company G2 through a survey of its clients between 2021 and 2022, 60% of businesses used video as one of the main formats when deploying advertising campaigns on the Internet, e-mail, and social media platforms.
Some studies, such as the one made by the data company Wordstream, claim one of the reasons for this progressive increase is consumers can retain 95% of a message when it is shown in video, compared to the 10% of the message that is remembered when it is delivered in text.
That could explain one of the data revealed by the survey conducted by video production company Wyzowl at the end of 2020, which stated that 96% of its users preferred to play a video when it came to understanding and learning more about a product.
3. 58% of marketers use Facebook when sharing ad campaigns and video content
Even though Facebook stopped being a cutting-edge platform some time ago, its monetization, marketing, and sales system mean that the Meta app is still the most used by marketers (93%). So now, how much is video used for campaigns and content here?
Social Media Examiner's 14th annual report reviewed responses from more than 2,800 marketers, and 58% said that Facebook is the favorite platform for deploying video content and business strategies. Instagram follows it with 49%, YouTube with 47%, and LinkedIn with 18%.
On the other hand, TikTok, the platform where users spend more time than others, is only considered by 11% of marketers.
4. 33% of marketers prefer to publish videos longer than 60 seconds on social media platforms
There are several ways to use video on social media. That's why Social Media Examiner took on the task of measuring the format most used by marketers. According to a survey by the company, 33% prefer to use videos of 60 seconds or more to advertise brand services and processes.
The second most popular format, with 24% use, is short looping videos such as Reels and TikTok, as they are used to deliver quick and specific messages such as tips.
Finally, 14% of marketers said that in third place, they tend to use live videos and stories that disappear after 24 hours to engage the audience with more everyday content.
5. 38% of marketers using video in their strategies consider creating content in this format increasingly more accessible
Sometimes when you think about creating video content, words like cameras, lights, editing, and locations come to mind. And although the ideal thing would be to create professional-looking videos, the truth is that social media platforms have shown that the public can be satisfied with videos with simple editing as long as the content is creative and has value.
The audiovisual production portal Wyzowl studied the responses of 582 marketers and online consumers. While 23% of professionals who still did not use this format until the end of 2021 said that their decision was due to the lack of time available to produce them, the truth is that 38% of those who do use it consider that video creation is now faster.
Video editing applications such as CapCut or the same platforms such as YouTube, TikTok, or Instagram with their tools have made video post-production faster.
6. 93% of brands say they gained new customers by sharing video content through social media
It's one thing to post an image that is seen by half of your followers, but it's different to post content that, in addition to being seen, is also replicated by many others. The reason is simple: to multiply the number of people who may become customers later.
Now, what format is more likely to be shared on social media? The answer is clear. Video is not only the format that the top social media platforms such as Facebook and Instagram are currently boosting (even by adapting their algorithm so contents made with Reels have relevance in their users' feeds). But also, some studies claim that video content is twice as likely to be shared than image and text formats combined.
The result of the above scenario reflects in data shared by HubSpot in 2022, where 93% of the brands surveyed in its publication said that video content generation lets them get new customers.
7. 69% of users say demo videos make it easier for them to make a purchase decision
After being clear about what format is the most consumed on platforms, you may wonder what kind of content works best when promoting your product or service through social networks.
After analyzing the most successful productions of its clients and comparing them with data from other studies, the video marketing company Kartoffel Films concluded that the winning content in this format is the demo videos.
According to the company's data, 69% of consumers prefer this type of content because it’s short and shows different product features or explains how the product works. They do not go into details about what the company does, but what it offers.
Other popular content, according to other measurements, are presentation videos (49%), testimonial videos (48%), and promotional videos and offers (42%).
8. 74% of marketers say that videos have given them a better ROI than when using static images
The excellent performance of videos on platforms is not only because it is their preferred format. It also responds that, when it comes to promoting a brand or item, a video can capture a better perspective of the product to be sold by allowing one to communicate myriad details that fall short with a simple photograph.
According to HubSpot's most recent report, not only 83% of marketers say that the use of videos has generated more leads, but 74% of them claim that it has also represented a better return on investment than when using other formats.
9. 70% of viewers have purchased after seeing a brand on YouTube
YouTube has 2 billion users worldwide and is the platform that, according to some measurements by video creation portal Motioncue, offers the highest ROI after Instagram.
The above, coupled with the fact that YouTube has the second largest search engine on the Internet, makes it the perfect place for future buyers to learn about your brand and what it offers. In addition, the products' validation through the platform is such that an estimated 70% of viewers have purchased after watching a YouTube video.
10. 50% of Instagram users have ended up visiting a website to purchase a product after seeing it advertised on IG Stories
As we mentioned in the previous point, Instagram is the favorite social network of marketers. Not only 79% say they have gained new customers thanks to their account. Half of the 500 users that Animoto interviewed said they had purchased a product after seeing it advertised on IG Stories.
A recommendation? Remember that vertical video is here to stay, and if you want to design a traditional ad for your stories, make sure its total length is between 6 and 10 seconds.
Quick summary:
- 92% of Internet users between the ages of 16 and 64 consume any video every week
- 60% of businesses use video marketing as a way to engage users
- 58% of marketers use Facebook when sharing ad campaigns and video content
- 33% of marketers prefer to publish videos longer than 60 seconds on social media platforms
- 38% of marketers using video in their strategies consider creating content in this format increasingly more accessible
- 93% of brands say they gained new customers by sharing video content through social media
- 69% of users say demo videos make it easier for them to make a purchase decision
- 74% of marketers say that videos have given them a better ROI than when using static images
- 70% of viewers have purchased after seeing a brand on YouTube
- 50% of Instagram users have ended up visiting a website to purchase a product after seeing it advertised on IG Stories
