Video marketing statistics for your 2023 campaigns

We see video marketing everywhere. Think Instagram Reels, TikToks, Facebook ads - I could go on. 
And it’s become super easy for brands to use video content in their marketing strategies. 38% of marketers say it has become easier to make videos in-house. 

But how effective is video marketing? What type of content is best for your brand, and what ROI can you expect?  🤑

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

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 video marketing strategies (if you don’t already have one) or give you some direction on what to do next. 💡

96% 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 96% of marketers believe it’s important to their strategy (this is a 5% increase from 2022). 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, 2023

52% of companies create videos to educate their audience

There’s loads of reasons you might want to start creating videos for your brand. To give you some guidance, 52% of companies say they create videos to educate their target audience about their products. This could be a great place to start for your own content. These types of videos also saw the most engagement and most ROI - but more on that later. 

Source: Wistia, 2023

Video 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 17 hours of online video per week.

In 2023 people are watching, on average, 17 hours of online video per week. That’s actually fallen from an average of 19 hours in 2022. 

Source: Wyzowl, 2023

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, 2023

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, it turns out people are 52% more likely to share video content than other types of content like social posts, product pages and blog posts.

Source: Wyzowl, 2023

Average video retention rate for videos across the board is 54%

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 with 54% of viewers watching all the way through. However, for anything under 60 minutes, video retention rate increases to 62%. 

Source: Vidyard, 2022

More people are watching videos with closed captions 

Many Instagram and TikTok videos now have captions over the top of them as standard. This isn’t just great for accessibility. More and more people are watching videos without sound, so prefer captions on.

Source: Yahoo, 2023

75% of people watch short-form video content on their mobile 

Make sure you're optimising your short-form video content for mobile - it’s where people prefer to watch. This could be largely down to social platforms like TikTok and YouTube that make mobile video super-accessible. 

Source: Inside Intelligence, 2023

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 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. 

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. In Wistia’s benchmark report, they found that 16% of viewers stuck with a 60-minute video all the way through. This may not seem like a lot, but you can be fairly sure that those viewers are  engaged and, potentially, will become a qualified lead. 

Source: Wistia, 2023

Marketers say short-form videos should be under 60 seconds 

If you’re creating short-form videos, they really should be short. 83% of marketers say that short videos should be less than 60 seconds long. 

Source: HubSpot, 2023

Explainer videos 

As the name suggests, explainer videos explain what your product or service is. Let’s take a look at some stats. 

• Landing pages with explainer videos convert 86% better
• 96% of people have watched an explainer video to get a better understanding of a product
• 68% of users prefer to watch an explainer video on how to fix a product instead of getting in touch with customer support
• 85% of people are more likely to buy a product after seeing an explainer video 

Sources: Yans and Wyzowl, 2023 

Product demos 

69% of consumers believe a product demo best assists them when making a purchase 

A product demo is one of the best ways to show your audience how your product works - 69% of consumers say it helps them make a purchase. That’s because product demos digs into the specific features of a product. It gets into the nitty-gritty details of your product or service. 

Live video

Live video, or live streaming, has grown in popularity over the past few years. That includes live webinars, event streaming and live streams. And according to Vidyard, more brands have adapted to hybrid events. This means they’ve found ways to offer a virtual component for people who can’t attend in person. Here are some more stats on live streaming: 

• 53% of companies have used live video in some form 
• 28% of marketers say live video is the best for ROI
• 45% of internet users in China watch live commerce to find new products 
• 31% of people say live commerce helps them make better informed purchase decisions 

Source: Vidyard, Wistia and Statistica, 2023 

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
• 93% of marketers aren’t using UGC… yet. Is it time you got ahead of the competition? 👀

Source: Nosto, 2019 and TINT, 2023

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. Pricing starts at £49/$59 for access to all our features and unlimited users. And you can quickly search for videos and share them with your teams. 

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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 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 has over 2 billion monthly users 
• 70% of viewers have made a purchase after seeing a brand on YouTube
• 39% picked YouTube Shorts as being the best for organic growth 
• The ideal video length for YouTube videos is 10 minutes 
• 27% of viral videos start on YouTube, followed closely by TikTok at 24% 
• 77% use YouTube as their video hosting platform (others include HubSpot and Vimeo) 

Sources: YouTube, MotionCue, The Social Shepherd and HubSpot, 2023

Instagram video statistics 

Instagram is great for promoting your products and increasing brand awareness. 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% of 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 

Sources: Instagram and Earth Web, 2023

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

TikTok video 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 🤯63% of TikTok videos that highlight a brand’s key message in the first 3 seconds get a higher click-through rate 
  
  
• 92% of users take action after watching a TikTok ad (though it’s unclear what the action is) 
  
  
• 44% of GenZ users say TikTok helps them discover new things 
  
  
• 74% of GenZ users say they will seek more information on a product after viewing a dynamic showcase ad 
  
  
• Millennials are 1.9x more likely to tag a product on TikTok than on any other platform 
  
  
• Short videos and UGC content performs best on TikTok

Sources: TikTok, TikTok for Business, 2023

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 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
  
  
• 38% of people say they have asked a brand about their product or service after watching their story 
  
  
• On average, live videos have a higher engagement rate than pre-recorded videos 

Sources: Facebook, Meta, 2018 and Statistica, 2021

Thinking of investing in Facebook advertising? Take a look at our article that’ll guide you on how to create some killer 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 ‘best’ times to post are. If you post when people are more likely to see it, you’ll get better engagement. Remember to bear in mind your target audience’s time zones when considering these timings. 

• Instagram - Saturdays, during the mid-afternoon through to evening 
• Facebook - Friday and Saturdays, during the mid-afternoon and evening 
• Youtube - Monday, Wednesdays and Tuesdays (in that order), anytime during 9 am -6pm 
• Pinterest - Fridays, between 6 and 9 in the evening 
• TikTok - Fridays, 6-9 in the evening
• Twitter - Wednesday mornings between 9-12 

The ROI of video marketing

If you want to know the true power of video marketing, 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 video with your boss. 🤑

87% 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 87% of marketers can attribute sales back to their video marketing efforts. 

Source, Wyzowl, 2023

Product videos create the highest ROI compared to other video types 

If you’re unsure where to start with video marketing, consider product videos as your first move. 36% of marketers say that product videos produce the best ROI over other types of videos. Educational videos come in second place (33.6%), followed by webinars (28.4%).  

Source, Wyzowl, 2023

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, 2022

90% of marketers say video has helped them increase leads

 The more leads you have, the more likely you are to see conversions. It’s just basic maths. But with 90% of marketers saying video has helped them get those leads, it seems video marketing is the road to go down. 

Source: Wyzowl, 2023

Advanced analytics are better for determining ROI

This may seem like an obvious statement, but advanced analytics are key to understanding the ROI of your videos. But only 10% of marketers are using advanced analytics. And 17% aren’t using any at all! Here’s a breakdown of some different levels of data so you can decide whether to invest in an analytics tool: 

• Basic analytics: this will give you data such as views and shares - these analytics are available on native platforms like Instagram, TikTok and Facebook. 
  
  
• Intermediate analytics: includes view duration and snippets of viewing behaviour. 
  
  
• Advanced analytics: you can see detailed data like where your audience drops off, heatmaps and how your videos are contributing to the sales cycle. With advanced analytics you’re much more likely to get tangible ROI measurements. 

Source: Vidyard, 2022

The biggest blockers for creating video 

If you’re not creating videos for your brand, we’re sure there are a few things standing in your way. These stats are to show you that you’re not alone. Identifying your blockers will help guide your strategy. 

30% of marketers don’t have enough time to create video content

Unsurprisingly, time is the biggest blocker for marketers who want to build a video marketing strategy. Marketers also say that pre-production - that’s ideation, writing the script, and casting - is the most time-consuming part of the video process. If this rings true, it might be worth considering the ROI potential of video and whether it's worth prioritising your time in 2023. 

Source, Wyzowl, 2023 and HubSpot, 2022

18% of marketers don’t know where to start with video marketing 

Creating a video is not a simple process. You’ve got to plan, shoot, edit and then decide how you’re going to distribute it across your platforms. No wonder it’s one of the main blockers that marketers face. That’s why gathering research and educating yourself about the process is super-important. 

Source, Wyzowl, 2023 

💡Take a look at communities like The Marketing Meetup for expert-led webinars, like this video about how to create your own marketing strategy. 

How to be successful with video this year 

We’ve given you a lot of stats, but what does this really mean for your video marketing strategies in 2023? 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 is the easier path to ROI. 
  
  
• Experiment with live streaming: More people are watching live streams and many people say it helps them make better purchase decisions. If this is the type of video content your audience consumes, it’s definitely worth trying out. 
  
  
• Create more UGC: Authentic user-generated content is a fantastic way to show real people using your products. It’s hugely popular with consumers, so consider implementing it into your video marketing strategy. Shaun from ecommerce agency Oddit, suggests finding your brand ambassadors as the first port of call. 
  
  
• Use advanced analytics to prove ROI: If you need to show the results of your video marketing efforts, consider investing in an advanced video analytics tool to get a greater understanding of how well your content is performing. 
  
  
• Implement video into your brand’s marketing strategy: It’s true that creating video content is time-consuming, but if it forms part of your marketing strategy it’ll be easier to make time for it. And, if you need to get your boss on board, make sure you show them some compelling stats (like some of the ones in this article) to show them why it’s worth the investment. 

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. 👇