Video marketing has become the norm for most brands. With so many tools at your fingertips, it’s easier than ever for marketers to create content for all their different channels.
But that doesn’t mean video marketing is a walk in the park. Just because you can shoot a quick video on your phone, doesn’t necessarily mean that’s the right strategy for your brand. Perhaps it’s best to hire an agency or lean on user-generated content from your customers.
To help you plan your video marketing strategy for 2025, we’ve rounded up key video marketing statistics from the last two years. By the end, you should have a good idea of where to start, what ROI you can expect and how to plan for the future.
General video marketing stats
Let’s kick things off with some general statistics relevant to both B2C and B2B marketers. These should help you build a case for your brand’s online video marketing strategies (if you don’t already have one) or give you some direction on what to do next. 💡
95% of marketers say video is an important part of their marketing strategy
Video is leading the way when it comes to marketing priorities. 95% of marketers believe it’s important to their strategy—that’s up from 88% in 2024.
The types of video you create will depend on where you’re posting it. Do you want to create short, snappy video ads for social? Or longer product demos to sit on your landing pages? Marketing videos, whether for social media or your website, play a crucial role in engaging potential customers. ✨
78% of brands want to increase their video output
Marketers from 2,000 businesses were surveyed. and the majority of them said they’d be making more videos in 2024. Make sure you’re not one of the marketers left behind: if you’re not already, seriously consider investing more into your video resources.
Looking for ways to create better videos? Take a listen to our podcast episode with Toby Hart, Co-Founder of Nusa Films. He offers his tips on creating social-first thumb-stopping video ads.
Video viewer statistics
Wondering what your audience’s video-viewing habits are? Here are some viewer stats to give you insight. 🔍
Brands get the most video views in Q1 and Q4
Brands get the most views on their videos during Q1 and Q4. This makes sense if you think about when people are most likely to be buying products: New Year’s sales and Valentine’s (Q1), Black Friday and Christmas (Q4). Brands get the lowest views in the middle of the year (most-likely when people are taking their summer holidays ☀️).
Source: Wistia, 2024
Online videos have an audience reach of 92% across the globe
The majority of people across the world are able to access videos online. That gives you an idea of the scope of audiences that your brand has the potential to reach. 🤯
Source: Statistica, 2024
Many brands don’t feel they are using video to its potential
Many marketers feel they could be doing more with video marketing and that they’re not using it to its full potential. This could be your chance to get ahead of your competition.
Source: The Social Shepherd, 2024
More people are watching videos with closed captions
Many Instagram and TikTok videos now have captions over the top of them as standard. This makes videos more accessible to people who have difficulty with their hearing.
Source: Yahoo, 2023
Statistics on types of video content
There are loads of different ways you could approach online video content. You can display videos on landing pages, embed them into blog posts, or use them solely for your social media platforms. Take a look at these stats to help you decide where to start.
Short-form vs long-form video
You’ve probably heard that short-form videos (those which last for less than 60 seconds) are better for engagement. Whilst it’s true in a lot of cases, it often depends on the channel and the topic.
Videos under 1 minute have the highest engagement rate
Short-form videos appear to have the best engagement rate, with people watching at least 16 seconds of a video under 1 minute (that’s 27% of the overall video). That’s compared to a 60-minute video that gets an average watch time of 16 minutes. It all depends on the content of your video, so bear that in mind when you’re planning your strategies.
Source: Wistia: 2024
Brands prefer short-form video over other content types
It seems short-form content is still going strong in 2025, with 30% of brands using short-form video in their marketing strategies. This is followed closely by image content. Just think of all the product videos and images your DTC brand needs—it’s no wonder visuals are important to marketers.
That’s why digital asset management tools like Dash (that's us 👋) are vital in helping you manage and share that content to your campaigns. Learn more about how DAM can help your ecommerce brand grow.
Source: HubSpot, 2025
44% say they’d prefer to watch a short product or explainer video
When it comes to product education, 44% of people said they’d prefer watching a short product or explainer video, rather than a long one.
Explainer videos
As the name suggests, explainer videos explain what your product or service is. Let’s take a look at some stats.
Explainer videos are the most popular type of videos to create
73% of video marketers say explainer videos are the type of content they create the most. As the name suggests, these types of videos help you explain a product or service. Take a video from one of our customers, RevAir.
Because their product is unique to the market (it was the first ever ‘reverse hairdryer’) an explainer video is important in helping their audience understand exactly what it does and how to use it.
Source: Wyzowl, 2025
91% of people have watched an explainer video to learn more about a product
It seems obvious, right? A video that clearly explains what your product does is going to help push buyers over the line. And the data backs this up—91% of people watch explainer videos before purchasing a product online.
Source: Wyzowl, 2024
On average, it costs around $5,400 to create an explainer video
A couple of years ago, Wyzowl asked 122 companies to send them quotes for an explainer video. The lowest quote was $600; the highest was $250,000. And the middle value of all these prices was $5,400. Whilst costs can differ wildly, there will always be options for your brand if you want to hire a professional.
Having said that, it’s getting easier and easier for brands to create their own videos. Just check out these expert insights on creating scroll-stopping video ads over on our podcast. 👀
Source: Wyzowl, 2024
Product demos
48% of video marketers create product demos
Just under half of video marketers said they create product demos. These differ from explainer videos, but only slightly. Instead of explaining what the product does, you’re actually showing how it works. The key takeaway here is that it’s best to create both types of videos to give your audience a clear picture of what your product does.
Source: Wyzowl, 2025
99% of marketers say videos have helped increase their customer‘s understanding of their product
This should come as no surprise - your product videos will help your audience understand what your product does. Whether you sell skincare products, electronics or watering cans, this type of content also helps customers see themselves using your product. Just take a look at this simple product demo from Loop earplugs for inspiration.
Source: Wyzowl, 2025
87% of people have bought a product after watching a product demo
This is the stat we want to hear. 🙌 If done well, all that work you’re doing to create product demos will pay off, because it’s very likely to help convince potential shoppers to go ahead.
Source: Wyzowl, 2025
Live video
Live video, or live streaming, has grown in popularity over the past few years. We’re talking live streams, live webinars and event streaming. Here are some more stats on live video:
- The majority of marketers who run live events do so monthly
- 38% of people say they do live events to engage with prospects and customers
- Webinars are the most common type of live event from brands
- 38% of brands use live events to engage with prospects and customers
- 64% of TikTok users prefer live content
Source: Wistia, 2024, Analyzify, 2025
User-generated content
User-generated content (UGC) is the type of online video content created by your customers. It could be someone unboxing your product for the first time, a product haul on YouTube or testimonial videos on social media. You won't always know when a customer has posted a video of your product, so make sure you keep your ears to the ground.👂Here are some statistics about UGC:
- 60% of consumers say that UGC is the most genuine form of advertising
- User-generated videos on YouTube receive 10 x more views than brand-produced videos
- 93% of marketers believe user-generated content holds more credibility than brand-produced content
- By 2030, 35% of UGC will be created using tools that have AI
- UGC in email marketing has a 78% higher click-through rate
Need a better way to collect UGC from your creators? Dash’s guest upload feature means customers and influencers can send over their content at a click of a button.
Source: Linearity, Market Splash, Join Brands, 2024
Check out our guide to user-generated content if you’d like tips on how to encourage and collect content from your customers. 🤳
Shoppable video ads
You’ve probably seen lots of shoppable video ads. They appear on Instagram, Pinterest, TikTok, YouTube and more. These are ads that have clear, clickable buttons that take you directly to the product page being advertised. They can be brand-produced or take the form of UGC. Here are some statistics about shoppable ads:
- 70% of TikTok users say it’s easy to show via shoppable ads
- Interactive videos increase conversion rates up to 70%
You can learn how to get started with TikTok Shop from TikTok expert Ashley Wright.
Social media and video statistics
Almost every social platform has the option to upload video content. But what channel should you focus on? Here are some social media video statistics to get you started.
YouTube video statistics
YouTube is the OG of video content. It helps brands harness the power of video and is the world’s second-largest search engine, so there’s loads of potential to optimise your video for the best search visibility.
For brands, this is the ideal video channel to get started on. Here are some key stats:
- YouTube is the second-most popular social channel after Facebook
- The main reason people use YouTube is to find entertaining content, followed by educational content
- YouTube has the second-highest platform for ROI
- Viewers find YouTube ads more useful than traditional TV ads
Sources: HubSpot, Statistica, Sprout Social, 2024
Instagram video statistics
Instagram is great for promoting your products and increasing brand awareness. When you look at this data, you'll see why: 👇
- Instagram is the most successful channel for video marketers
- Instagram has 2 billion monthly users
- Reels have a 22% higher chance of engaging users on Instagram compared to a standard video post.
- Nearly 47 million people in the U.S. were predicted to make a purchase on IG in 2024
- Reels that are less than 90-seconds long will be recommended to non-followers
Sources: Hootsuite, Demand Sage and Wyzowl, 2025
Looking to do more on IG? Check out Barney’s article that delves into best practices for creating content on Instagram.
TikTok video statistics
TikTok is all about video. For ecommerce brands, this is a fantastic opportunity to reach a new audience, especially Gen Z (18-24 year olds). And with the rise of TikTok Shop, it’s now easier than ever to encourage conversions from the platform.
- ‘Entertainment’ is the most popular category on TikTok
- There are 34 million videos posted on TikTok every day
- 1 in 4 people bought a product after watching a beauty video on TikTok
- 63% of TikTok videos that highlight a brand’s key message in the first 3 seconds get a higher click-through rate
- TikTok has approximately 955.3 million users
Sources: The Social Shepard, TikTok, Statistica, 2025
Wondering where to start with TikTok? We’ve got an ecommerce guide to creating a TikTok marketing strategy.
Facebook video statistics
Facebook has become an old friend by this point (or nemesis, depending on how you feel about it). But one thing’s for sure, millions of people still use it every day and Facebook Ads have the potential to reach 2.08 billion people. But should you be using it for video marketing? Take a look at these statistics:
- Facebook has 3 billion active users, making it the one of the most active social platforms
- 81% of Facebook users access the platform via their mobile devices
- 50% of the time spent on Facebook is spent on video content
- Vertical videos with audio has a 35% higher click-through rate (CTR)
- Apparel brands have the highest CTR on Facebook
Sources: Hootsuite, Wordstream 2024
Thinking of investing in Facebook advertising? Take a look at our article that’ll guide you on how to create Facebook ad graphics. 😍
The best time to post videos on each social media platform
No matter what platform you use to share video content, it’s good to know when the most effective times to post are. If you post when people are more likely to see it, you’ll get a better engagement rate. Remember to bear in mind your target audience’s time zones when considering these timings.
- Instagram - Monday @ 9 am
- Facebook - Facebook @ 9 am
- YouTube - Saturday @ 7 pm
- Twitter (X) - Friday @ 9 am
Source: Wistia, 2024
The ROI of video marketing
If you want to know the true power of video as a marketing tool, you only have to look at the stats around return on investment. Make sure to pull these out if you ever need to make a case for a video marketing budget with your boss. 🤑
93% of marketers say video has given them good ROI
The majority of marketers say video gives them back their investment. That’s a high percentage, and is a good statistic to us if you’re trying to make a case for more video content.
Source: Wyzowl, 2025
84% of video marketers say video has helped increase sales
The majority of marketers also say that video has directly helped them increase sales. This is great news for anyone implementing video into the ecommerce marketing strategies. 🙌
Source: Wyzowl, 2025
Short-form videos offer the highest ROI for marketers
With a big helping hand from social channels like TikTok, it’s clear that short-form videos can provide your brand with the biggest ROI. That’s most likely why it's popular with marketers, with 44% producing them on a regular basis.
The likely reason for this? Short-form is easy to produce and platforms like TikTok makes it easier for brands to post authentic, less-polished content that gets lots of engagement. In turn, this builds brand awareness and helps bring in more sales opportunities.
This is something we explore over on our podcast ‘Ecommerce Marketing 101’. Aimee, Head of Social and Creators at DTC paint brand Lick, explains how TikTok has become a game-changer for building a loyal following through easy-to-produce video content.
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Source: HubSpot, 2024
96% of brands say video has helped increase brand awareness
It’s not all about making instant sales—video is great for your brand awareness strategy, too. Ensuring your brand is recognised and trusted by your target audience and is important in encouraging long-term loyalty. With 96% of brands saying video has helped increase brand awareness, this is a great way to cement your brand voice and values in an easily-digestible format.
Source: Wyzowl, 2025
Ecommerce ads on Facebook do better with Partnership Ads
According to Facebook’s research, vertical ecommerce videos that include a paid partnership have 20% more conversions per dollar than other types of vertical videos. If you don’t know what these are, Partnership Ads allow brands to collaborate with creators on paid videos. You can spot them by looking for the little ‘paid partnership’ tag at the bottom of the video.
This is a good reason to work closer with your creators. Whether you’re creating UGC or working with influencers, it seems this is a great way to increase your conversions.
👉 Check out how Dr.VEGAN encourages user-generated content from their audience
👉 Download our free influencer marketing pack to start building your creator campaigns
Source: Facebook, 2025
Using AI for video creation
Whether you like it or not, AI is here to stay. 18% of brands are using AI tools in their video marketing, and it’s pretty certain this percentage will increase over the next few years. Here’s how brands are using AI in their video creation:
- 59% are using AI for generating captions for videos
- 50% are using it to generate scrips and ideas
- 35% are using it to generate visuals and music
- 29% are using it to edit videos
- 26% are creating social media promotional copy
Source: Wistia, 2024
How to be successful with your video strategy this year
We’ve given you a lot of stats, but what does this really mean for your video strategy in 2025? Here’s a summary of some key themes to look out for as you plan your content:
Start with product videos: If you’ve not yet dipped your toe into the world of video marketing, start by creating videos that demonstrate how your product can help your target audience. Educating them about your product or service does a good job on helping shoppers make purchase decisions. And will help drive up your ROI.
Use a balance of short and long-form videos: Short-form videos are hugely popular, but don’t ignore the potential of long-form content. Tailor your approach based on the platform and audience. For instance, use short-form videos for high engagement on social media and consider long-form content like webinars for in-depth product exploration on your website.
Use AI to speed up processes: Using AI in your video marketing can speed up your video marketing workflows. You can use tools to generate captions, draft scripts and even kick-off ideas. Advanced tools can also help you edit videos and generate visuals. 18% of brands are already using AI in their video marketing, so it’s worth exploring different options to keep you ahead of the trend.
Experiment with shoppable videos: Jump on the trend of shoppable videos by incorporating clear, clickable buttons into your video ads that lead directly to product pages. Adding UGC will also help build credibility with your audience.
Create more UGC: Authentic user-generated content is a fantastic way to highlight real people using your products. Consider implementing it into your video marketing strategy.
Strategic use of live video: Explore live video such as webinars and event streaming. Consumers say these types of events help them make better purchase decisions and they give you the opportunity to interact with your audience. Take a look at the live features on social channels like Facebook and Instagram as a starting point.
Organising your video content
You can see why video marketing is such a popular strategy for marketers. Whether you’ve already created some YouTube videos or you’re planning to launch a TikTok account, you’ll need somewhere to store all those videos.
Yes, we’re talking about Dash. 😇
Our digital asset management platform is the home for visual content. That includes video, images, brand documents, logos - the list is endless. It’s a place you and your team can go to search for the latest ad, send clips to resellers and deploy content to your marketing channels. 🚀 Check out Barney’s blog guide to video digital asset management.
Or jump straight in with a free trial. 👇
Amy Burchill is the SEO and Content Manager for Dash. She works with ecommerce experts to create articles for DTC brands wanting to improve their campaigns.
