In 2024, video marketing is not just an option but a necessity for businesses aiming to thrive online. With 91% of businesses already leveraging video as a core component of their strategy and 96% of marketers recognizing its pivotal role, video content is reshaping digital marketing. From short-form social media clips to immersive 360° videos, understanding the latest video marketing trends is essential for creating impactful campaigns that resonate with audiences and drive results.

Video Marketing Statistics from User Perspectives

• Video content has persuaded purchases for 82% of individuals.
• After viewing a video, 77% of people have purchased or downloaded an app.
• In 2024, 89% of consumers desire increased video content from brands.
• For 87% of consumers, video quality significantly influences their trust in a brand.
• 84% of consumers feel more motivated to buy a product after watching a video.‍
• Video is the #1 contentstrategy form of media used, overtaking blogs and infographics.

Why Businesses Avoid Creating Videos?

Some businesses hold back from using video as a marketing strategy. Their reasons vary significantly. 

• The predominant challenge, cited by 30% of marketers, is the lack of time to produce video content. 
• Another 18% needed help with how to initiate the video creation process.  
• 10% needed help in persuading critical decision-makers of the investment's value. 
• Additionally, the perceived high cost of video production deterred another 10%, 
• 8% did not see video content as a necessary addition to their marketing efforts.
• Lastly, 5% hesitated about the potential return on investment (ROI) from the video content, questioning its effectiveness in achieving desired marketing outcomes.

‍

Video Marketing Types

The variety of video formats allows businesses to communicate their message creatively and effectively. These formats range from explainer videos that simplify complex concepts to immersive 360° and virtual reality experiences that offer a unique perspective. Video marketing provides dynamic options to meet diverse commercial objectives. This can be achieved through product features in demos, leveraging the authenticity of user-generated content, or using animation to tell a compelling story.

Explainer Videos

These provide a straightforward explanation of a company's products or services. They are usually short, engaging, and designed to clarify complex concepts in simple terms.

• Emails with explainer videos have 300% better click rates.
• Interactive email letters improve the click-to-open rate by 73%.
• Adding an explainer video to email newsletters can reduce the load on support staff by 36%.
• Landing pages with explainer videos convert at 86% higher rates.
• The average conversion rate for websites with video is 4.8% versus 2.9% for those without.
• Using videos can result in 157% more organic traffic from search engines.
• 80% of customers start purchasing after watching YouTube videos about the product.
• 97% of marketers believe an explainer video helps users better understand a product or service.
• 64% of online buyers were influenced to purchase after watching a video on social media.
• 85% of users are more likely to purchase after viewing an explainer video.
• 68% of users prefer watching an explainer video for troubleshooting instead of contacting customer support.
• 73% of users have bought a product after watching an explainer video about it.
  

Voice-overs in Explainer Videos

One important part of the explainer videos is the choice of voice-overs. The choice between male and female voice-overs in explainer videos isn't just a matter of preference but a strategic decision. Female voice-overs are often favored for their ability to convey emotional depth and trustworthiness, making them suitable for a wide array of content. 

Male voice-overs carry an authoritative tone, ideal for content aimed at specific demographics or products, such as technology and automobiles. A study highlighted on VoiceBunny explored the impact of gender in voice-overs and their appeal across different demographics through direct comparison. 

Female voices tend to be more popular, based on what viewers generally prefer and find more agreeable. However, male voices often have the edge when targeting a particular group, such as car enthusiasts.

Product Demo Videos

These videos visually display a product's features and how it works, making them essential for items like electronics or software, where demonstration aids in understanding the product's practical value. They're concise, informative, and can greatly influence a customer's purchase choice.

• Nearly 80% of individuals report that watching product videos boosts their confidence in purchasing.
• 33% of consumers prefer discovering product information through videos.
• 69% of shoppers feel that a product demonstration video is most helpful in guiding their buying choices.

Animated videos

These videos simplify ideas, share stories, or display information. They are ideal alternatives when live-action video creation is impractical.

• 80% of viewers view an entire animated video from start to finish.
• More than 1 in 10 advertisements use animation.
• 3D model animation will increase by more than 50% by 2026

360° and VR Videos

These provide an immersive, interactive experience, letting users choose their viewpoint to fully explore a product or service.

• 14% of professionals in video marketing have incorporated 360° video into their marketing strategies.
• 98% find it more engaging than any other video format
• 90% of U.S. people think 360° content surpasses traditional.

Video Content Types According to Length and Monetization

Content length and monetization strategies are crucial in shaping viewer engagement and business outcomes. Whether brands opt for quick, attention-grabbing short-form videos or immersive, narrative-driven long-form videos, understanding the key differences between these formats can significantly impact their effectiveness.

Short-form vs. Long-form Videos

Have you ever found yourself engrossed in a captivating short video, unable to look away? Or perhaps you liked the immersive experience of a longer-form video, feeling drawn into its narrative from start to finish? Let the stats indicate what is used more and how.

What is a long-form video?

Long-form video refers to videos that are longer in duration, typically over five minutes. These videos often achieve higher conversion rates because they engage viewers more with valuable content. This deeper engagement makes viewers take action when presented with a conversion opportunity. According to Wistia's 2023 benchmark report, 16% of viewers watched a 60-minute video from start to finish. While this percentage might appear small, it suggests that these viewers are highly engaged and could turn into sales leads.

What is a short-form video?

Short-form video content refers to videos that are typically a few minutes in length or shorter. It is designed for quick consumption and sharing across digital platforms. Businesses use short-form videos in their marketing strategies to capture the audience's attention. 

• According to the HubSpot State of Marketing Report for 2024, 56% of marketers indicated that short-form video emerged as the leading trend to which they intended to allocate resources this year.
• Around 83% of marketers believe these videos should not exceed 60 seconds. Marketers use it as a tool to increase brand visibility and engagement through shareability. Popular platforms for short-form videos include TikTok, Instagram (Reels), Snapchat, and YouTube Shorts, where the content is tailored to be engaging, informative, or entertaining within a brief timeframe.

• TikTok is a leader in the short-form video space, revolutionizing consumerism with its bite-sized content. It has over 1 billion active users. The success of TikTok comes from its 15-second videos, which are the best examples of effective short-form videos. 
• Instagram introduced Reels and Stories, which disappear after 24 hours and offer a streamlined way to share moments of their day. 
• Traditionally the home of long-form video, YouTube has entered the fray with YouTube Shorts. This allows creators to capture audiences with content under 60 seconds. Recognizing the shift towards shorter content, YouTube now presents 6-second non-skippable ads. This format has proven highly effective. With short ads of 15 and 30 seconds, they achieved around a 70% clickthrough rate.
• A Microsoft study found that the average internet user's attention span is only 8 seconds, shorter than that of a goldfish. This leads to over 90% of marketers adopting short-form videos for their campaigns.
• Videos shorter than 90 seconds keep 50% of their audience engaged.
• Earnings from short-form video advertisements are expected to exceed $10 billion.‍
• 75% of individuals prefer learning about products or services through video rather than text.
• More than half of social media marketing professionals incorporate short-form videos into their strategies.
• Meta introduced Facebook Reels, entering the short-form video arena alongside TikTok and YouTube Shorts.
• A substantial 72% of consumers favor video for product or service education.
• A message delivered via video is retained by 95% of viewers.
• Generation Z spends over three hours a day watching online videos.
• By 2024, investment in short-form video ads will reach approximately $100 billion.
• Video content will constitute 82% of all internet traffic globally by 2025.

Stats For Most Effective Video Length 

According to the survey conducted by Wyzowl, most marketers report success with short-form videos. 

• The most effective length, as reported by 39% of marketers, is between 30-60 seconds. 
• This is followed by videos lasting 1-2 minutes, favored by 28% of respondents, 
• 18% find videos of 30 seconds or less most effective. 
• Longer videos, ranging from 2-3 minutes and beyond, were deemed less effective, with only 10% and 5% of marketers preferring them, respectively.

The Impact of AI on Video Marketing

As we step into 2025, the influence of artificial intelligence (AI) on video marketing is becoming increasingly significant. AI technologies are revolutionizing the way businesses create, distribute, and analyze video content. Here are some key statistics highlighting AI's impact on video marketing:

• Content Creation: Approximately 80% of marketers believe that AI will help streamline the video production process, enabling faster turnaround times and higher-quality content. AI tools can assist in scriptwriting, video editing, and even voiceovers, making video creation more accessible for businesses of all sizes.
• Personalization: AI-driven algorithms enable brands to personalize video content based on user behavior and preferences. Studies show that personalized video content can increase engagement rates by up to 60%. With 70% of consumers preferring content tailored to their interests, AI plays a crucial role in delivering relevant messages.
• Video Analysis: AI tools are being utilized for real-time video analytics, allowing marketers to track viewer engagement, drop-off rates, and interaction patterns. According to recent research, 75% of marketers who use AI for video analytics report improved decision-making and campaign performance based on data-driven insights.
• Enhanced Accessibility: AI technologies, such as automated captions and language translation, are making video content more accessible to diverse audiences. Studies indicate that videos with captions can increase viewing time by 80%, as they cater to viewers who prefer watching videos in sound-off environments.
• Content Recommendations: AI is pivotal in optimizing video distribution on platforms like YouTube and Facebook. Algorithms analyze user behavior to recommend videos tailored to individual preferences, increasing the likelihood of viewership. Research shows that 70% of users are more likely to engage with videos recommended by AI-driven algorithms.

Social Media as Part of Video Marketing

Social media platforms are opportunities for businesses to engage with their audience. Many businesses acknowledge the significance of a social presence, but only a fraction have mastered the art of using videos to guide customers through the marketing funnel.

Social media offers diverse platforms where the target demographic gathers, giving businesses ample opportunities to engage with their audience. Here are some compelling statistics to consider:

• Unsurprisingly, YouTube leads as the premier video marketing platform, with 88% of video marketers leveraging the global leader in video content. Facebook ranks closely behind at 86%, with Instagram (79%) and LinkedIn (76%) also playing significant roles in video marketing strategies.
• Social media videos garner 48% more views compared to other content formats.
• Approximately 17% of companies integrate live videos into their social media marketing initiatives.
• YouTube reigns supreme as the preferred video-sharing platform for 88% of marketers.
• A notable 16% of social media users prefer watching vlogs as part of their product research journey.
• In a comprehensive 2022 survey conducted by HubSpot involving over a thousand marketers, it was determined that the optimal times for posting on social media platforms span from 6 PM to 9 PM and 12 PM to 3 PM, irrespective of the industry or platform. Moreover, the survey pinpointed Friday as the most effective day for social media engagement. This insight underscores the importance of timing in maximizing reach and engagement in social media marketing strategies.

User-Generated Video Content Statistics

User-generated video content is any video consumers create about a brand rather than the brand itself or a paid creator. Unlike professionally produced videos made by brands for campaigns, these user-generated videos are typically created using everyday devices like smartphones. This type of content is highly valued for its authenticity, which resonates deeply with audiences. 83% of marketers agree that authenticity is very important to their brands. Additionally, 67% of consumers, including 73% of Gen Z and 70% of Millennials, believe that brands must provide a personalized experience. Recognizing this, it's clear that social media platforms such as TikTok, Instagram, and others are integral to video marketing. These platforms enable the sharing of user-generated content, which can significantly influence brand visibility and audience engagement.

While UGC offers authentic, grassroots testimonials that resonate due to their genuineness, influencer content is more polished and strategic, aimed at targeted marketing objectives. The process of utilizing UGC involves monitoring social media for relevant posts, obtaining permission from the creators, and then sharing the content while crediting the original creators. This practice enhances the brand's credibility and fosters a community of engaged and loyal customers. Nearly half (46%) of consumers trust online business reviews as much as personal recommendations from friends or family, according to A Brightlocal study.

UGC and Millennials Stats

• Influence on Purchases:some text
  • 84% say UGC on company websites affects their buying decisions.
  • 74% are inspired by UGC when booking travel over professional photos.
• Trust and Engagement:some text
  • Millennials trust UGC 50% more than brand-generated content.
  • 98% are more likely to engage with a friend’s post over a brand’s.
• Content Creation and Consumption:some text
  • Millennials contribute over 70% of all UGC.
  • 71% engage with UGC daily, finding it 35% more memorable than other content.

These points illustrate the strong impact of UGC on millennial behavior, highlighting their preference for authentic, peer-generated content.

Video Marketing ROI Stats

A recent survey by Wyzowl reveals that 90% of marketers credit video marketing with delivering a positive ROI. This insight comes from examining various metrics for success, including engagement, sales, and brand awareness. It shows a notable preference for short-form videos ranging from 30 seconds to two minutes for optimal effectiveness. Even though many businesses measure the success of video marketing by how much engagement it gets, like likes and shares, it's effective at helping customers understand products and services better. It enhances brand visibility, drives web traffic, and improves lead generation and sales.

• 88% of video marketers say video has helped increase user understanding of their product or service. 
• 90% of video marketers say video has helped them increase brand awareness. 
• 86% of video marketers say video has helped them increase web traffic. 
• 87% of video marketers say video has helped them generate leads. 
• 87% of video marketers say video has directly increased sales. 
• 82% of video marketers say video has helped keep visitors on their website longer.

Conclusion

In summary, the statistics showcased the dominance of video marketing in modern strategies, with short-form videos leading the way. Consumers favor video content, influencing purchases and brand trust. Platforms like TikTok and Instagram Reels are thriving, while businesses, though hesitant, recognize video's ROI potential. The message is clear: Embrace video marketing to engage audiences effectively and stay ahead in today's digital landscape.

References

1. Bright Local, Local Consumer Review Survey 2024: Trends, Behaviors, and Platforms Explored -  Accessed on April 25

https://www.brightlocal.com/research/local-consumer-review-survey/

2. Hubspot, 80+ Essential Social Media Marketing Statistics for 2022 - Accessed on April 21

https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx

3. Rivia, 50 Product Demo Statistics and Facts SaaS Startups Must Know in 2023 - Accessed on May 11

https://www.rivia.ai/blog/product-demo-statistics

4. Sprout Social, Best Times to Post on Social Media in 2024 - Accessed on April 4

https://sproutsocial.com/insights/best-times-to-post-on-social-media/#tw-times 

5. Vidico, 20 Amazing Video Consumption Trends To Watch Out For (2024) - Accessed on May 1

https://vidico.com/news/video-consumption-trends/

6. Vidico, 20+ Interesting Short Form Video Statistics & Trends (2024) - Accessed on May 1

https://vidico.com/news/short-form-video-statistics/

7. Wistia, State of Video Report: Video Marketing Statistics for 2024 - Accessed on May 5

https://wistia.com/learn/marketing/video-marketing-statistics

8. Wyzowl, The State of Video Marketing 2023 - Accessed on May 4

https://wyzowl.s3.eu-west-2.amazonaws.com/pdfs/Wyzowl-Video-Survey-2023.pdf

9. Wyzowl, Video Marketing Statistics 2024 - Accessed on April 9

https://www.wyzowl.com/video-marketing-statistics/  

10. Yans Media, 33 Explainer Video Statistics That You Need To Know - Accessed on April 19

https://www.yansmedia.com/blog/explainer-video-statistics