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September 22, 2021·13 min read

The Top Video Marketing and Sales Stats that Matter

We’ve compiled the top video statistics that matter to businesses with everything from using video for sales calls and virtual conferences to video marketing trends for social media.

We know it can be hard to justify spending resources on a new content type without the data, especially for data-driven businesses. So if you—or your boss—are looking to understand the power of video and want the stats to back it up, then look no further. We’ve compiled the top video marketing statistics that matter to businesses to help you make the best decision for your marketing needs.

Or if you’re a sales leader or rep looking for more intel or insight on how video can grab your prospect’s attention, accelerate deal cycles, and close more business—we’ve got you covered too.

  1. Contents
  2. 1.Video for Sales Statistics
  3. 1.1Grab Prospects’ Attention
  4. 1.2Move Deals Forward to Close
  5. 1.3The Transition to Virtual Selling
  6. 2.Video Marketing Statistics
  7. 2.1Video Marketing Strategy
  8. 2.2Video Publishing and Production Statistics
  9. 2.3Video Length Statistics
  10. 2.4Stats Around Video Engagement
  11. 2.5Video Analytics Statistics
  12. 2.6Online Video Statistics
  13. 2.7Mobile Video Statistics
  14. 2.8Video Email Statistics
  15. 2.9Video SEO Statistics
  16. 2.10Video Content Marketing Statistics
  17. 2.11Virtual Conference and Webinar Statistics
  18. 3.Social Media Video Statistics
  19. 3.1Facebook Video Statistics
  20. 3.2Instagram Video Statistics
  21. 3.3LinkedIn Video Statistics
  22. 3.4Twitter Video Statistics
  23. 3.5Snapchat Video Statistics
  24. 3.6YouTube Statistics
  25. 3.7TikTok Video Statistics

Video for Sales Statistics

Using video for sales has quickly become a priority for forward-thinking businesses that are looking for the best ways to communicate with their audience and potential customers. The use of one-to-one video (most often used in sales conversations) has exploded in recent years. Looking at the video statistics below, it’s clear that sales reps would be smart to include video in their sales campaigns.

Grab Prospects’ Attention

  • 71% of sales pros agree that video email outperforms text-based email. (Vidyard, 2021)
  • People are 13% more likely to remember details from video emails over text emails. (B2B DecisionLabs, 2021)
  • Nearly 90% of sales professionals report the importance of accessing video viewing data to qualify leads, engage prospects, or influence deals. (Vidyard, 2021)
  • Video email can reduce inbox fatigue and help recipients retain more of the message when compared to text-based email. (B2B DecisionLabs, 2021)
  • Using video for sales outreach has increased response rates for more than 70% of sales reps. (Vidyard, 2021)
  • Top-performing sales reps favor cold calls over cold emails, and video is emerging as a top channel. (McKinsey, 2020)
  • Nearly a quarter of decision-makers identify 1-to-1 video as the media type they’re most likely to reply to. (SalesHacker, 2018)
  • Sales teams that use video get a 16% bump in email open rates. (SalesLoft, 2018)
  • Sales teams that use video get a 26% increase in replies. (SalesLoft, 2018)
  • Sales team who place videos after the first 10% of the email copy, but before the halfway point, see the biggest increase in replies—there’s also a slight bump for placing the video at the bottom of the email, such as in the postscript (SalesLoft, 2018)
  • Sales emails containing video sent between the second and 20th day of the sales outreach process result in significantly higher reply rates (SalesLoft, 2019)
  • Executives rank 1-to-1 video as their second most preferred way to learn from a seller next to only email. (SalesHacker, 2018)
  • 58% of viewers watch a business-related video all the way through if it’s less than 60 seconds. (Vidyard, 2021)
  • Of the sellers who use custom recorded videos, 70% say that video emails produce more opens, clicks, and responses than text emails. (Vidyard, 2021)
  • 46% of people remember details from a text email, but 59% of people remember details from a video within an email. (Vidyard, 2021)
  • Hybrid video (a recording of yourself and your screen) garners the highest response rate over selfie-style or traditional screen recording videos. (Vidyard, 2021)
Video Trend Predictions “B2B sellers will become experts at creating and engaging with video. As buyer preferences collide with pandemic-related realities, 40% of B2B reps told us in a recent survey that they plan to modify their tactics to adapt to remote selling activities. Traditionally limited to email, phone calls, and screen–sharing interactions, sellers will look for more dynamic ways to earn buyers’ attention.” Forrester blogs– Predictions 2021: Grounded Sellers Fly In The Face Of Old Norms, October 2020
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Move Deals Forward to Close

  • Close rates have increased for over 50% of sales pros who leverage video as part of their deal cycle. (Vidyard, 2021)
  • SaaS companies’ proposals that have video see a 41% higher close rate. (Proposify, 2020)
  • Event Services company proposals that had video experience a whopping 103% higher close rate. (Proposify, 2020)
  • Nearly 90% of sales professionals report the importance of accessing video viewing data to qualify leads, engage prospects, or influence deals. (Vidyard, 2021)
  • Adding CTAs to video content is one of the top online video platform feature priorities for sales reps. (Vidyard, 2021)
  • The average product demo synchronous video call lasts 29 minutes and takes 79% of the meeting. (Zoom/Chorus, 2019)
  • Deals that are closed/won used video 18.5% more than deals that are closed/lost. (Zoom/Chorus, 2019)
  • Deals that are closed/won used screen sharing (on synchronous video calls) 26.3% more often than deals that are closed/lost. (Zoom/Chorus, 2019)
  • The use of video in customer and sales conversations, as well as prospecting, increased by 93% since 2019. (Vidyard, 2021)
  • Nearly half of sales pros who leverage video day it has shortened their deal cycle. (Vidyard, 2021)
Vidyard 2021 State of Virtual Selling Report Blog CTA
The State of Virtual Selling ReportVidyard 2021 State of Virtual Selling Report Blog CTASee what’s in store for the future of virtual sales and selling with video.Get the Report

The Transition to Virtual Selling

  • More than two-thirds of sales teams report they’ll be working in the office part-time or staying remote for the foreseeable future. (Vidyard, 2021)
  • 76% of sales leaders believe that remote sales interactions are equally or more effective than traditional in-person engagement in prospecting for new customers (McKinsey, 2020)
  • 64% of those who transitioned to virtual sales this year met or exceeded revenue targets, compared to 50% of the leaders who did not make the transition (HubSpot, 2020)
  • Video and CRM tools were the number one and two enablers of success (HubSpot, 2020)
  • 63% of sales leaders say virtual meetings are equally or more effective than in-person meetings. (HubSpot, 2021)
  • 30% of the underperforming sales organizations now have an FY21 business goal to enable their reps to sell remotely–for the long term (HubSpot, 2020)
  • User-generated or user-recorded video (most often used in sales conversations) increased by 129% in 2020 (Vidyard, 2021)
  • User-generated video creation increased 44% in the second quarter of the 2020 calendar year—aligning with the initial stages of the COVID-19 pandemic when many sales teams went digital-first (Vidyard, 2021)
  • 60% of sales pros define their video recording and editing skills as emerging or proficient. (Vidyard, 2021)
  • Only 32% of sales pros report that a virtual sales process requires more meetings to close deals. (Vidyard, 2021)
The Power of Video Since COVID-19 has increased the need to interact remotely, the power of video as a way to connect with customers has surged. Digital interactions with sales reps have increased 41% since the pandemic began, and online chat has increased 21% (McKinsey & Company, 2020)
Vidyard 2021 State of Virtual Selling Report Blog CTA
The State of Virtual Selling ReportVidyard 2021 State of Virtual Selling Report Blog CTASee what’s in store for the future of virtual sales and selling with video.Get the Report

Video Marketing Statistics

Marketing teams and content builders around the world have already been embracing the shift to digital channels in this last decade, but the COVID-19 pandemic has really forced businesses to rethink their traditional marketing campaigns to online platforms using video.

Social media, websites, and YouTube are the most popular places to distribute video content. Looking at our roundup of 2021 video marketing statistics, a picture is painted of an industry moving digital and the data to back your business’s case to embrace video marketing too.

2021 Video in Business Benchmark Report
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Video Marketing Strategy

  • 93% of marketers who use video say that it’s an important part of their marketing strategy—an increase from 92% in 2020, making this the highest percentage of any year since 2015. (HubSpot, 2021)
  • According to 88% of marketers, video marketing provides them with positive ROI. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now. (Smart Insights, 2020)
  • 94% of marketers in 2020 reported that video converted the same or better than any other content form. (Vidyard, 2021)

Video Publishing and Production Statistics

  • 91% of organizations are maintaining or increasing video content production budgets. (Vidyard, 2021)
  • Overall business video creation increased by 135% last year. (Vidyard, 2021)
  • 60% of all business videos created in 2020 were user-generated or user recorded, while 40% were created or produced in more traditional ways. (Vidyard, 2021)
  • Enterprises with over 5,000 employees created on average more than 1,300 videos throughout 2020. (Vidyard, 2021)
  • Approximately 75% of video content created by companies under 200 employees is user-generated or user-recorded. (Vidyard, 2021)
  • In 2020, the high tech, financial services, and education and public services industries created more videos on average than in other fields. (Vidyard, 2021)
  • Enterprise organizations are evenly split between internal (34%), external (36%), or a combination of both (30%) when it comes to allocating resources for the production of video content. (Vidyard, 2021)
  • Small and Medium-sized organizations (both at 57%) rely more heavily on internal resources when it comes to video production. (Vidyard, 2021)
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Video Length Statistics

  • 59.9% indicated that a video being too long would strongly deter them from watching. (Animoto, 2020)
  • Facebook recommends that small businesses try keeping videos to around 15 seconds as much as possible. They shared that 47% of value in a video is delivered in the first 3 seconds. (Animoto, 2020)
  • Videos that are an average of 26 seconds receive the most comments on Instagram. (Animoto, 2020)
  • The average length of all business-related videos is just over six minutes. (Vidyard, 2021)
  • The majority of videos (60%) are less than 2 minutes long. (Vidyard, 2021)
  • Only 3% of business videos are 10 to 20 minutes long. (Vidyard, 2021)
  • Longer form video content (over 20 minutes in length) grew 66% in 2020. (Vidyard, 2021)

What is the Average Length of a Business Video?

Stats Around Video Engagement

  • 51% report they are satisfied or very satisfied with the results they are getting from video. (Demand Metric & Vidyard, 2020)
  • 86% of people would like to see more video from brands. Out of these, 36% say they’d most like to see more educational/explainer video style content, with 14% wanting to see more product demos. (Wyzowl, 2020)
  • People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2020)
  • The average viewer retention rate for videos across the board is 45%. (Vidyard, 2021)
  • 58% of viewers watch a business-related video to the end if it’s under 60 seconds. (Vidyard, 2021)
  • Only 24% of viewers finish a video if it’s longer than 20 minutes. (Vidyard, 2021)
  • Editing longer-form content like on-demand webinars to under 20 minutes in length can increase viewer retention by 44%. (Vidyard, 2021)

What is the Average Engagement for Different Lengths of Video

Video Analytics Statistics

  • Video performance analytics, such as views and drop-off rates, is voted the most valuable feature of an online video platform. (Vidyard, 2021)
  • 73% of companies report they are using some form of video analytics to track video content effectiveness. (Vidyard, 2021)
  • Those that use intermediate or advanced analytics typically offered by enterprise video platforms are much more likely to report the return they’re getting from video is improving. (Vidyard, 2021)
  • 65% of marketers and nearly 90% of sales professionals report the importance of accessing video viewing data to qualify leads, engage prospects, or influence deals. (Vidyard, 2021)
  • The top challenge identified by businesses of all sizes is how to measure video impact. (Vidyard, 2021)
2021 Video in Business Benchmark Report
Video in Business Benchmark Report2021 Video in Business Benchmark ReportKnow where you stand, so you can stand out. Get the insights you need to craft a video strategy that works. Get the Report

Online Video Statistics

  • Millennials watch online videos for 2.4 hours per day while Gen Z averages 3.4 hours. (HubSpot, 2020)
  • 51.7% of global internet users aged 16 to 64 say that watching videos, TV shows and movies is their primary reason for using the internet. (Hootsuite, 2021)
  • There are 235.1 million video viewers in the U.S., 82.8% of internet users. (eMarketer, 2019)
  • The most common types of business videos are educational in nature and include product demos, how-to’s, explainers, and webinars. (Vidyard, 2021)
  • Digital video’s share of time spent in relation to TV is higher in Canada than in any other country in eMarketer’s global forecast. (eMarketer, 2019)
  • 26% of marketers listed “product how-to videos” as a top inbound marketing priority for their company. (HubSpot, 2018)
  • 72% percent of households with wireless internet now stream video on their connected TV screens. (Think With Google, 2020)

Mobile Video Statistics

  • 75% of worldwide video viewing is mobile. (eMarketer, 2018)
  • Roughly 71% of Gen Z teens use mobile devices to watch videos, while 51% use mobile for social media surfing. (HubSpot, 2020)
  • Mobile video consumption rises by 100% every year. (Insivia, 2018)
  • People are 1.5 times more likely to turn to mobile phones to watch a video. (Facebook, 2020)
  • People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)

Video Email Statistics

Video SEO Statistics

  • 62% of Google universal searches include video, and that 8 of 10 of the video results come from YouTube rather than other video platforms. (Searchmetrics, 2018)
  • Video is the number one form of media used in content strategy, overtaking blogs and infographics. (HubSpot, 2020)

Video Content Marketing Statistics

  • 64% of B2B marketers increased their use of audio or visual content (videos, live streaming, and webinars) in 2019 over their previous commitment. (Content Marketing Institute, 2019)
  • The most common types of business videos are educational in nature and include product demos, how-to’s, explainers, and webinars. (Vidyard, 2021)
  • When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video. This compares to 18% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 2% who’d like a sales call or demo. (Wyzowl, 2020)
  • 70% of businesses say they are creating more videos now compared to the same time last year. (Animoto, 2020)
  • Retail and consumer goods companies produced more videos in 2020 over other industries. (Vidyard, 2021)
  • Aside from ranking high-budget video features as the least likely reasons for watching videos, millennials and Gen Z differ from older age groups in that they’re more accepting of user-generated content over professionally made videos. (HubSpot, 2020)
  • More than 99% of current video marketers will continue using video in 2021, and 96% plan to increase or maintain their spend. (HubSpot, 2021)
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Virtual Conference and Webinar Statistics

  • Data shows that by June 2020, attendees were spending 28x more time attending virtual events than they had been in January of 2020. In November, that figure jumped to 34x more than in January. In total for 2020, nearly 75 million attendees registered for more than one million virtual events on Eventbrite and logged over 100 million hours. (Eventbrite, 2020)
  • 53% of virtual event consumers said they plan to attend both virtual and in-person events in the future—even when it is safe to gather in-person again. (Eventbrite, 2020)
  • 25% of people watch webinars from their mobile device. (Work Cast, 2020)
  • The sudden shift to virtual events in 2020 produced mixed results in terms of attendance. While just over half of the events lost audience in the transition, 46% gained attendees as a result. Removing travel requirements and audience familiarity with video presentations worked together to keep event attendance largely intact. (Business Wire, 2020)
  • 64% of B2B tech buyers expect to spend more on web conferencing software in 2021. (Trust Radius, 2021)
  • 50% of attendees at virtual events in 2020 were neutral on their experience, more or less getting what they expected. But nearly a third indicated that they had a better experience than expected. (Business Wire, 2020)
  • 29% of all webinars are produced by software and technology companies, followed by financial services (14%), education (11%), and consulting (10%). (GoToWebinar, 2019)
  • 56% of webinar hosts said that they used both live and on-demand video. (Letter.ly, 2020)
  • Studies show that 83% of people stated they would only attend one webinar per week. (Letter.ly, 2020)
  • Over 28% of people watch recorded versions of webinars as opposed to live. (Letter.ly, 2020)
  • 36% of webinar registrations occur between 8 and 10 a.m. (GoToWebinar, 2019)
  • 59% of registrations occur less than a week before the webinar and 17% happen the day of. (GoToWebinar, 2019)
  • Email drives 57% of webinar registrations, followed by social (15%) and website/blog (14%). (GoToWebinar, 2019)
  • 57% of marketers now use live video within their strategies. (Smart Insights, 2020)
  • Over a third (34%) of marketers are making use of Facebook’s live streaming options, creating in-the-moment videos that allow viewers to react in real-time. Instagram is the second most popular option, with 13% creating live videos on the platform. (Smart Insights, 2020)
  • 91% of webinar marketers say webinars have been a success, making it the most effective video marketing channel. (HubSpot, 2021)

Social Media Video Statistics

  • 93% of businesses landed a new customer because of a video on social media. (Animoto, 2020)
  • Half of Gen Z and Millennials “don’t know how they’d get through life without video.” (HubSpot, 2020)
  • 91% of marketers are satisfied with the ROI of video marketing on social media. (Animoto, 2020)
  • 13% of social video viewers say that the option to use a “buy” button on a social network would increase their likelihood of purchasing a product—that’s 29% more than the average. (Global Web Index, 2019)
  • 60% of internet users are social video viewers, including 70% of 16- to 24-year-olds. (Global Web Index, 2019)
  • 16% of social video viewers have used vlogs to research products. (Global Web Index, 2019)
  • 37% of businesses publish video content on social monthly, 24% publish weekly, and 13% share video every day. (Buffer, 2019)

Facebook Video Statistics

  • 64% of businesses said that in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
  • Facebook users are 4x more likely to watch live streams than recorded videos. (Sprout Social, 2020)
  • Users watch 85% of Facebook videos without sound. (Sprout Social, 2020)
  • Native video gets more engagements and shares than any other content type on Facebook, including Facebook Live video. (NewsWhip, 2019)
  • Square Facebook videos get 35% more views than landscape videos and outperform landscape videos in both “likes” and engagement. (Sprout Social, 2020)
  • Facebook has become more effective as a video marketing channel than YouTube with 79% of video marketers using it – and 85% of those people say it’s been a success. (Wyzowl, 2020)
  • 26% of Facebook users have watched a live stream video in the past month. (Global Web Index, 2019)
  • Facebook Live Videos get, on average, 6x more interactions than regular videos. (Facebook, 2018)
  • Facebook is the most popular channel for businesses to share video content, favored by 81% of businesses. (Buffer, 2019)

Instagram Video Statistics

  • Video posts on Instagram receive more than 2x more comments than other types of posts. (HubSpot/Mention, 2019)
  • 77% of marketers have posted a video on IGTV. (Animoto, 2020)
  • Video posts on Instagram receive, on average, the highest number of likes—and engagement with video increased over the previous. (HubSpot/Mention, 2019)
  • 500 million people use Instagram Stories—which is typically a combination of photo and video—daily. (Facebook, 2019)
  • 47% of people say they find Instagram Stories helps them to be more authentic in their communication with friends and family. (Instagram, 2018)
  • 39% of people say they’ve become more interested in a brand or product after seeing it on Instagram Stories. (Instagram, 2018)
  • People share 95 million photos and videos on Instagram every day. (WordStream, 2019)
  • 13% of Instagram users have watched a live stream video in the past month. (Global Web Index, 2019)

LinkedIn Video Statistics

  • In 2019 LinkedIn has emerged as the most successful channel for video marketers, with an overwhelming 87% of LinkedIn video marketers describing it as an effective channel. (Wyzowl, 2020)
  • LinkedIn Live streams have increased by 158% since February 2020. (LinkedIn, 2020)
  • Video is the most shared type of content on LinkedIn, over 20 times more than other forms of content. (Business of Apps, 2020)
  • In 2021, LinkedIn conversations increased 43%, content shared was up 29%, and hours on LinkedIn Learning increased 80%. (LinkedIn, 2021)

Twitter Video Statistics

  • More than 2 billion video views happen every day on Twitter, which is 67% year-over-year growth. (Twitter, 2019)
  • Tweets with video attract 10x more engagement than Tweets without video. (Twitter, 2019)
  • Tweets with video are 6x more likely to be Retweeted. (Twitter, 2018)
  • Promoted Tweets with videos save more than 50% on cost-per-engagement. (Twitter, 2019)
  • Video Website Cards on Twitter deliver a 2x higher click-through rate than standard mobile video ad benchmarks and boost user retention by more than 60%—because people watch the video while the site loads. (Twitter, 2019)
  • 93% of video views happen on mobile. (Twitter, 2019)

Snapchat Video Statistics

  • Snapchat Stories have 186 million daily active users. (eMarketer, 2018)
  • Only 11% of video marketers say they’ve used Snapchat as a video channel, and less than half of those that do, report success. (Wyzeowl, 2020)

YouTube Statistics

  • There are 2,291 million global active users on YouTube as of January 2021. (Hootsuite, 2021)
  • Over 100 million people watch YouTube TV on their TV screens each month in the U.S. (Think with Google, 2020)
  • 1 billion total hours of video are watched each day on YouTube. (Hootsuite, 2021)
  • More than 80% of 12- to 17-year-olds use YouTube and about two-thirds do so daily. (eMarketer, 2018)
  • More YouTube users accessed the site via mobile in 2018 (52.7%) than any other device, including connected TV (18.3%), desktop/laptop (16.7%), and tablet (12.3%). (eMarketer, 2019)
  • People are 3x more likely to pay attention to online video vs. TV. (Think with Google, 2019)
  • 60% of people watched YouTube content related to their passions in the past 24 hours—content about passions is 3x more important than content with famous actors. (Think with Google, 2019)
  • Watch times have increased in the following categories: Home renovation (up 200%), makeup transformation (up 80%), keto diet (up 320%), wildlife (up 60%), new tech (up 200%), and new recipes (up 140%). (Think with Google, 2019)
  • 35% of Canadian and 40% of global shoppers say they’ve purchased products that they’ve discovered on YouTube. (Think with Google, 2019)
  • Two-thirds of internet users watch YouTube at least once a week and more than one in 10 of those users watch DIY or how-to videos in a typical session. (Consumer Barometer with Google, 2019)

TikTok Video Statistics

  • TikTok remains a largely untapped social channel, with only around 1 in 10 video marketers having given it a shot. Out of those who’ve tried it out, though, 66% report having seen success. (Wyzowl, 2020)
  • The average global user spent 13.3 hours per month watching videos on TikTok in 2020. (Hootsuite, 2020)

This post was originally published on December 17, 2020. It was updated on September 22, 2021.

Alanna Gurr

Alanna Gurr

Alanna is our Content Marketing Manager, a digital illustrator and lover of all things video. Outside of office life she can be found searching for that perfect cup of coffee, getting cozy with a good book or performing her own music across Canada.

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