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March 16, 2017

50+ Video Marketing Stats that Prove You’re Doing it Right

Video may be all the rage, but for data-driven businesses, it’s hard to justify spending resources on a new content type without… well… data, right? And if this was five or ten years ago, you wouldn’t find much to support online video. But it’s 2017, and the times, they are a’ changing!

So to help you – or your boss – understand the power of video, we collected over 50 video marketing stats spanning everything from why video is effective at driving customer intent all the way through to what videos you should be posting to your social channels. There’s something for everyone here, so let’s dive in!

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Driving Buyer Intent & Conversions

  • 96% of viewers find video helpful when making purchase decisions online – Animoto (Tweet This)
  • Prospects that view videos of a product are 85% more likely to buy – Internet Retailer (Tweet This)
  • 65% of executives have visited a vendor’s site after watching a video – Forbes (Tweet This)
  • 51% of executives under 40 reported making a purchase decision after watching a video – Forbes (Tweet This)
  • 50% of internet users look for videos related to a product or service before they visit a store – Google (Tweet This)
  • 4 times as many consumers would rather watch a video about a product than read about it – Animoto (Tweet This)
  • 1 in 4 consumers actually lose interest in a company if they don’t have video – Animoto (Tweet This)
  • 59% of consumers say that customer testimonial videos are helpful – Animoto (Tweet This)
  • North Americans ranked video as the #1 content asset they would like to see from brands – HubSpot (Tweet This)

Engaging Viewers

  • The human brain processes visuals 60,000 times faster than text – HubSpot (Tweet This)
  • 96% of business-related videos take place on desktop browsers, and only 14% on mobile – Vidyard (Tweet This)
  • The most popular viewing time for B2B videos is 7am – 11am PST – Vidyard (Tweet This)
  • The top 5% of videos retain an average of 77% of viewers to the last second – Vidyard (Tweet This)
  • The average video retains 37% of viewers all the way to the last second – Vidyard (Tweet This)
  • Videos under 90 seconds have an average retention rate of 53%. Videos over 30 minutes retain only 10% – Vidyard (Tweet This)
  • Wednesday is the busiest day for B2B video viewing – Vidyard (Tweet This)
  • 82% of all global consumer internet traffic will come from video by 2020 – Cisco (Tweet This)

Optimizing Video Content

  • On average, 18 videos are published each month by businesses – Vidyard (Tweet This)
  • 85% of businesses now have internal video production staff and resources – Vidyard (Tweet This)
  • Manufacturing and High Tech are the industries that publish the most new videos – Vidyard (Tweet This)
  • Businesses have an average of 293 videos in their library – Vidyard (Tweet This)
  • 56% of videos published in the last year are less than 2 minutes long – Vidyard (Tweet This)
  • The four most common video types for business are Explainers, Product Demos, How-Tos and Testimonials – Vidyard (Tweet This)
  • The average length for B2B video is 8 minutes long – Vidyard (Tweet This)
  • 85% of businesses are likely to begin or continue using video in 2017 – Marketing Insider (Tweet This)

Distributing Your Videos

  • Company websites and social media are the two most popular distribution channels for business video – Vidyard (Tweet This)
  • The top 3 types of video on YouTube are Product Reviews, How-Tos and Video Blogs – Mediakix (Tweet This)
  • Adding video to your site increases your chance of a front-page Google result by 50x – Forrester (Tweet This)
  • Adding video to your social feeds means audiences are 10x more likely to engage and share your posts – Content Marketing Institute (Tweet This)
  • 33% of tablet owners watch at least an hour of video every day – Brafton (Tweet This)
  • 63% of marketers surveyed said that Facebook has the biggest impact for their social videos – Animoto (Tweet This)
  • People spend 3x more time watching a Live video on Facebook than a video that is no longer live – Facebook (Tweet This)
  • Searches related to “how-to” on YouTube are growing 70% year over year – Google (Tweet This)
  • 67% of millennials agree that they can find a YouTube video on any topic they want to learn – Google (Tweet This)
  • 55% of viewers consume video content thoroughly – higher even than social media – Hubspot (Tweet This)
  • Landing pages with video convert up to 80% better than those without – Vidyard (Tweet This)
  • Open-to-reply rates have been seen to increase 8x in emails that contain a video – Vidyard (Tweet This)
  • Including the word “video” in email subject lines can increase open rates by 19% – HighQ (Tweet This)
  • Adding video to an email can increase click-through rates by up to 50% – Campaign Monitor (Tweet This)

Videos on Social

  • Videos are six times more likely to be retweeted than photos, and three times more likely than GIFs – Twitter (Tweet This)
  • Video is shared 1200% more on social media than other content types – SimplyMeasured (Tweet This)
  • Social video ads receive an average 1.84% click-through rate, higher than any other form of social advertising – Invesp (Tweet This)
  • People comment 10 times more often on Facebook Live videos than on regular videos – Facebook (Tweet This)

Personalized Video

  • The average retention rate for personalized videos is 35% higher than for non-personalized videos – Vidyard (Tweet This)
  • 75% of late-stage prospects that received a personalized videos became closed deals – SalesLoft (Tweet This)
  • Personalized videos have a 16x increase in click-to-opens and a 4.5x increase in total/unique click-throughs – Vidyard (Tweet This)

Measuring Your Video Success

  • 35% of businesses are using intermediate or advanced analytics to measure video performance – Vidyard (Tweet This)
  • Businesses producing 50+ videos per year are 2.5x more likely to use advanced analytics – Vidyard (Tweet This)
  • Companies using increased video analytics are far more likely to be increasing budgets for video this year – Vidyard (Tweet This)
  • Over 50% of marketing professionals world-wide name video as the type of content with the best ROI – Adobe (Tweet This)
  • 70% of marketers say video is the most effective medium for driving conversions – Demand Metric (Tweet This)
  • The average cost per marketing-generated lead is 19% lower for companies that are using video – Aberdeen (Tweet This)
  • Video users grow company revenue 49% faster year-over-year than organizations without video – Aberdeen (Tweet This)
  • Video users enjoy 27% higher click-through rates and 34% higher conversion rates – Aberdeen (Tweet This)
  • Video users see 41% more web traffic from search than non-users – Aberdeen (Tweet This)

Got a stat that we missed that you think the world should know? Let us know in the comments – just make sure you tell us the source!

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Jon Spenceley

Jon Spenceley

Jon is the former Content and Social Media Manager at Vidyard, and is passionate about helping companies get the most out of their video. In his spare time, Jon's an amateur longboarder, distiller-in-training, and is a sucker for breakfast foods.

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