55 Video Marketing Statistics You Should Know for 2024

Video marketing is all about using videos to let people know about your brand and products, or to get them excited.

If you haven’t been living under a rock then you know that video has been stealing the spotlight for a while now. Nowadays, if a company is all about growth or connecting with customers, chances are they’re going all-in on video for their marketing strategy.

Back in the day when we kicked off this company, most of our work was for television commercials and a a couple of corporate videos for companies that were ahead of time. Instagram was blowing up, but video wasn’t stealing the show like it is now. And TikTok? Well, it was off the radar.

But look at us now – most of what we do is in the digital world. Instagram Reels is the go-to feature on the Meta platform, YouTube is still rocking the charts (especially with those Shorts), serving up both long and short videos.

And of course, who could forget TikTok? It’s practically a must-have in every marketing playbook these days.

Now that we’ve seen how video has taken center stage in the marketing world, let’s dive into some statistics that shed light on the power and influence of video marketing.

Buckle up for a journey through 59 eye-opening statistics that capture the essence of the video marketing landscape.

Video Marketing Statistics for 2024 You Should Know

Video Consumption Trends:

• Short-form videos are in high demand, with 85% of viewers preferring videos that are 15 seconds or less.
• 58% of consumers prefer watching video content on smartphones.
• 78% report watching videos online weekly, with 55% watching daily.
• In 2023, online video constituted 82.5% of all web traffic.

Consumer Engagement and Sentiment:

• Video ads were the number 1 way consumers discovered brands they later purchased.
• 79% of respondents enjoy watching brand videos online, emphasizing positive consumer sentiment.
• Clear messaging and authenticity are crucial for an engaging video, as reported by consumers.

Marketer Strategies and Spending:

• 60% of marketers prioritize engagement as the main metric.
• 92% of marketers believe video will play a crucial role in marketing in the coming years.
• 88% of marketers plan to allocate more funds to video campaigns in the future.
• 99% of marketers commit to continued use of video in their approach.
• 46% of marketers incorporate live video as a social media tactic.
• 70% of businesses are creating more videos compared to the previous year.
• 96% of marketers have invested in video ad spend.

Platform Preferences:

• Website and social media are top choices for video distribution.
• If choosing one platform, 30% would use LinkedIn, 25% Instagram, and 21% YouTube.
• Top platforms for consumers are YouTube, Instagram, Facebook, with TikTok rising.
• In 2024, predictions are that TikTok will surpass Facebook and Instagram as the most popular social platform for marketing videos.
• YouTube is the leading purchase driver on social media.
• 87% feel they can make purchase decisions faster when shopping on YouTube.
• 83% of consumers globally prefer YouTube for video content.

Metrics and Effectiveness:

• 90% of marketers credit video for lead generation.
• 78% of marketers credit video for directly increasing sales.
• 94% of video marketers say it improves user understanding of products or services.

Social Media Platforms and Features:

• 77% of respondents created video content in the last three years, with one-fifth producing internally and one-fifth seeking external support.
• YouTube is the leading purchase driver on social media.
• 77% of marketers have posted a video on IGTV.
• 1 in 4 consumers made a purchase after seeing a story on Instagram.
• 63% of high click-through rate videos highlight key messages within the first 3 seconds.
• Vertically shot TikToks have a 25% higher 6-second watch-through rate.
• Tweets with video attract 10x more engagements than those without.
• LinkedIn users are 20x more likely to share a video than any other type of post.
• Content on LinkedIn designed for silent viewing is 70% more likely to be watched in full.

Video Length and Content Creation:

• 48% of marketers plan to create explainers or brand videos, focusing on brand storytelling.
• The optimal video length for engagement on Facebook is 2 to 5 minutes.
• 63% of high click-through rate videos highlight key messages within the first 3 seconds.
• 94% of video marketers consider video an essential part of their marketing strategy.

Future Trends and Predictions:

• 89% of marketers plan to include video in their strategies, showcasing a sustained interest.
• In 2024, predictions are that TikTok will surpass Facebook and Instagram as the most popular social platform for marketing videos.
• 85% want to see more videos from brands in 2024.

Video Impact on Consumer Behavior:

• Over 90% discover new brands or products on YouTube.
• 86% of marketers attribute increased website traffic to video.
• 83% believe video enhances dwell time on websites.
• Viewers retain 95% of a message delivered via video.
• More than half of shoppers use online videos to decide on brands or products.
• 84% have been convinced to buy through brand videos.
• 93% of brands gained new customers through social media videos.
• 93% of consumers find videos helpful for post-purchase instructions.
• 43% of video marketers report a reduction in support calls due to explainer videos.
• 87% feel they can make purchase decisions faster when shopping on YouTube.
• 65% say YouTube is their favorite for user-generated content.
• Over 40% of global shoppers purchased products discovered on YouTube.
• 58% become more interested in a brand or product after seeing it in Stories.
• 50% visited a website to buy after seeing a product in Stories.
• 1 in 4 consumers made a purchase after seeing a story on Instagram.

In Conclusion

The ever-evolving landscape of social media continues to shape the way businesses engage with their audience. As we delve into the realm of statistics, it’s evident that visual content, influencer marketing, and the integration of e-commerce are pivotal in the current social media landscape.

Embracing these trends and staying attuned to the shifting preferences of users will be key for businesses looking to harness the full potential of social media in their marketing strategies.

Whether it’s the immersive experience of augmented reality or the authenticity of user-generated content, social media remains a vibrant arena where brands can build connections, foster community, and drive meaningful engagement.

Source used: Rebel Mouse, Influencer Marketing Hub, Social Media Week, Wyzowl, Hubspot, Animoto, Statista, Forbes, Yans Media, X (ex twitter.com), YouTube, Market Splash, BrandWatch, Penna Powers, SocialMediaToday, Instagram, Hootsuite, Global Web Index, ZDNet, Reuters, LinkedIn, Pinterest, Snapchat, Reddit, TikTok, TINT, Social Media Examiner, BigCommerce, Edelman Trust Barometer, BusinessofApps.