Video marketing statistics for your 2022 campaigns

We see video marketing everywhere. Think Instagram Reels, TikToks, product unboxing, Facebook ads - we could go on.

And it’s become super easy for brands to use video content in their marketing strategies.

But how effective is video marketing? What type of content is best for your brand, and how can you make the most of it?

These stats should give you the answers you’re looking for.

General video marketing stats

Let’s kick things off with some general statistics. These should help you build a case for your brand’s video marketing strategies (if you don’t already have one) or give you some direction on what to do next. 💡

92% of marketers say video is an important part of their marketing strategy

We see a lot of video content posted by brands, which makes sense when 92% of marketers believe it’s important to their strategy. 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? There are lots of options available to help you reach potential customers. ✨

Source: Wyzowl, 2022

81% of marketers say video has helped them directly increase sales

The stat everyone has been waiting for (or at least your boss has). A whopping 81% of marketers can attribute sales back to their video marketing efforts.

Source: Wyzowl, 2022

influence of video on marketing

Marketers who use video grow revenue 49% faster than non-video users

Brands who use video in their marketing will grow their revenue 49% faster than those who don’t.
Wait, what?! That’s a huge percentage. Take a look at Dollar Shave Club. They were once a small ecommerce startup trying to challenge the shaving industry. This video changed their business forever.

It racked up 4.7 million video views and generated 12,000 sales in just 48 hours. By 2016, 4 years after they’d launched, they were acquired by Unilever for $1 billion. 🤯

Source: Wordstream, April 2022

Viewer statistics

Wondering what your audience is up to online? Here are some viewer stats to give you insight. 🔍

A person watches an average of 19 hours of online video per week.

In 2022 people are watching, on average, 19 hours of online video per week. That’s a huge jump from 2018 when people were watching 10.5 hours of video.

Source: Wyzowl, 2022

People watch videos for 84 minutes every day worldwide

Globally, people are watching around 84 minutes worth of videos every single day. What’s more, people in China and Sweden watch the most videos daily at approximately 103 minutes.

Source: The Social Shepherd, August 2022

Videos are twice as likely to be shared than any other type of content

If you’re tracking metrics, you may be looking at engagement, conversion rate and shares. Well, turns out people are twice as likely to share video content than other types of content like social posts, product pages and blog posts.

Source: Wyzowl, 2022

The average retention rate for videos across the board is 52%,

When tracking performance, retention rate is going to give you a good indication of how your videos are landing with your audience. Drop-off is to be expected, but you can expect 52% of viewers to watch all the way through.

Source: Vidyard, 2019

22% of video views take place on Thursdays

Wondering when the best time is to post your video content? On average, it seems Thursday gets the most view time out of the week (22%) and Sunday the least (7%). Here’s how the rest of the days stack up.

  • Sunday: 6%
  • Monday: 15%
  • Tuesday: 17%
  • Wednesday: 18%
  • Thursday: 22%
  • Friday: 15%
  • Saturday: 7%

video view statistics

Source: Vidyard, 2019

Types of video content

There are loads of different ways you could approach video marketing. 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

You’ve probably heard that short-form video (those which last for less than 60 seconds) is better for engagement. Whilst it’s true in a lot of cases, it often depends on the channel and the topic.

More brands are creating long-form videos

There are more and more brands creating long-form video content such as webinars and fireside chats. And viewers are watching them! It seems longer, educational videos are a popular choice after all. 🙌

Source: Wistia, 2022

In 2021, TikTok videos longer than 1 minute received over 5 billion views

If you use TikTok, you can create a video that’s a maximum of 60 seconds long. However if you upload a video that you’ve created elsewhere, it can be up to 10 minutes long. That’s good news, as it seems longer videos get a lot of view time, and can be just as effective as those snappy 10-second videos you see on Instagram.

Source: Wyzowl, 2022

Explainer videos

As the name suggests, explainer videos explain what your product or service is. Data suggests that these are a super popular type of video. Let’s take a look at some stats.

  • Landing pages with explainer videos convert 86% better
  • 97% of marketers think an explainer video helps their users get a better understanding of their product
  • 68% of users prefer to watch an explainer video on how to fix a product/service instead of getting in touch with customer support
  • Explainer videos are the most commonly created type of video

Sources: Yans and Wyzowl, 2022

Want some inspo? Check out this explainer video from Old Spice. 💡


Unboxing videos

Is there anything more satisfying than watching someone unbox a new product? The anticipation as they pull off the lid, the sound of plastic as it's peeled off. 😍


A 2017 YouTube survey found that the amount of time people have spent watching unboxing videos on their phones is the equivalent of watching "Love Actually" more than 20 million times.

A bit of an odd comparison, but the point still stands. People love unboxing. 📦

💡If you’re an ecommerce brand, encourage your customers to send a video of them unboxing your products. Not only does it boost your brand’s authenticity, but it makes for great user-generated content.

Source: Google, 2017

Product demos

69% of consumers believe a product demo best assists them when making a purchase
A product demo digs into the specific features of a product. It doesn't explain what your brand does. Instead. it gets into the nitty-gritty details of your product or service.

Take this video from Pure Electric as an example.

They cover seven different features including power control, visibility and comfort. Demonstration of the scooter working on a wet and windy day proves its durability which strengthens our trust in the product. 🦾

Source: Kartoffel Films, January 2022

User-generated content

User-generated content (often shortened to UGC) is the type of content that includes videos, created by your customers. It could be someone unboxing your product for the first time, a product haul on YouTube or a review 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:

  • 58% of consumers think UGC is more authentic than branded content
  • 79% of people say UGC highly impacts their purchasing decisions.
  • Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision

Source: Nosto

Check out our guide to user-generated content if you’d like tips on how to encourage and collect content from your customers. 🤳

If you’re looking for somewhere to store all your video content, you can try Dash for free for 14 days. You can pay for as much storage as you need - pricing starts at £62 / $83 for every feature and unlimited users - so you can quickly search for videos and share them with your team.


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How well does video perform on social media?

Almost every social platform has the option to upload video content. But what channel should you focus on? Here are some stats to get you started.

YouTube statistics

YouTube is the OG of video content. It helps brands harness the power of video and reach hundreds of thousands of viewers. It’s also the world’s second-largest search engine, so there’s loads of potential to optimise your video for the best results.

For brands, this is the ideal video channel to get started on. Here are some inspiring stats:

  • YouTube has over 2 billion monthly users
  • 56% of marketers say YouTube offers the biggest ROI, ranking #2 behind Instagram
  • 46% of marketers said Youtube was best for sharing video content
  • 70% of viewers have made a purchase after seeing a brand on YouTube
  • 70% of viewers say that YouTube makes them more aware of new brands.
  • 83% of Gen Z (18-24-year-olds) have used YouTube to watch soothing content that helps them relax

influence of video on YouTube marketing

Sources: YouTube, MotionCue, The Social Shepherd, HubSpot, 2022

Instagram statistics

According to the stats above, Instagram is the number one social platform for ROI. 🥇 When you look at this data, you'll see why: 👇

  • 50% of IG users have gone on to visit a website to buy a product after watching an ad on stories
  • 70% users swiped up on Instagram stories ads to access a promoted website or product
  • Instagram video posts have 2x the engagement of other types of posts
  • Sponsored videos get 3x as many comments as sponsored photos
  • 60% of Instagram story videos are watched with the sound on

Influence of video on Instagram marketing

Considering using influencers in your Instagram campaigns? Check out these compelling influencer marketing statistics. ✨

Sources: Instagram and Earth Web, 2022

TikTok statistics

TikTok is the new(ish) kid on the block and it’s all about video. For ecommerce brands, this is a fantastic opportunity to reach a new audience, especially Gen Z (18-24 year olds). Studies show that 24% of brands in 2021 thought TikTok was important to their marketing strategy — a 700% increase since 2020. This is definitely a channel to watch. 👀

  • 167,000,000 TikTok videos are watched per minute 🤯
  • Gen Z use TikTok more than IG
  • The majority of people use TikTok to find funny/entertaining content
  • TikTok ads reach 17.9% of all internet users age 18+

Wondering where to start with TikTok? We’ve got an ecommerce guide to creating a TikTok marketing strategy.

Sources: Statistica, Insider Intelligence, Hootsuite

Facebook 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 2.11 billion people. So, it’s a good place to launch your marketing campaigns.

But what about video marketing on Facebook? Take a look at these statistics:

  • 62% of people who use stories across the Meta family of apps say they have become more interested in a brand or product after seeing it in stories
  • Native FB videos get 10x more shares on FB, than posts that link to YouTube
  • FB videos with captions increase view time by 12%
  • 65% of FB views come from mobile

Thinking of investing in Facebook advertising? Take a look at our article that’ll guide you on how to create some killer ad graphics. 😍

Sources: Facebook and Forbes

The effect of video on email

Email marketing is an effective tool for brands. You might already have a newsletter or send customer service emails on the regular. If not, now is the time to do it, because 77% of marketers have seen an increase in email engagement over the last 12 months.

But should you be including videos in your emails? We’ll let these stats do the talking:

  • 44% of marketers think using video in email marketing is important
  • A video thumbnail can improve subscriber engagement by almost 41% when it’s included in an email
  • Including the word “video” in an email subject line increases open rates by 19% & click-through rates by 65%
  • Including a video in an email increases your clickthrough rates by 300%
  • Those are impressive stats. But how should you actually use video in your email?

Take a look at this email from Athletic Brewing as a starting point:

This email opens with a dive into the brand’s origin story: a test of endurance, followed by a well-deserved brew on the mountains. The use of video here makes it easy for the viewer to get drawn into their story - a great way to introduce their brand. 🗻

Sources: HubSpot, Campaign Monitor, and Verb

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 post about storing videos in Dash.

Or jump straight in with a free trial. 👇

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