Video is taking over the marketing industry.
According to recent data, consumer and business demand for video is at an all-time high. In terms of supply, affordable video creation tools have ensured that organizations can produce video content at scale without inflating their marketing budget. All of this and more can be gleaned by looking at the recent crop of video marketing stats.
To this end, here is a snapshot of the state of video marketing in 2022.
Video Consumer Stats
1. In 2022, online video will make up more than 82% of all consumer internet traffic, 15x as much compared to 2017 (Cisco).
2. 78% of consumers watch videos every week, and 55% watch videos every day. (Social Media Week).
3. 72% of consumers claim they would rather learn about products and service through videos (Optinmonster).
4. Consumers spend 88% more time browsing websites that offer video content (Social Media Week).
5. Consumers watch an average of 16 hours of video per week (Wyzowl).
6. The average consumer spends 100 minutes per day watching online video in 2022 (Zenith Media).
7. Online video consumption has risen among consumers that are over 46 years old (Limelight).
8. 75% of consumers prefer to watch videos with a horizontal aspect ratio, compared to 25% who favor vertical aspect ratios (Social Media Week).
9. 84% of consumers claim that watching branded videos has convinced them to buy a product or service. (Wyzowl).
10. Consumer attention spans are dwindling, which gives video marketers only 2.7 seconds to capture their attention (Marketing Mag).
Video Content Stats
11. Over 75% of all online videos are watched on mobile devices (eMarketer).
12. 87% of business videos are viewed on a desktop PC (VidYard).
13. Videos that are up to 2 minutes in length get the most engagement (Wistia).
14. 52% of consumers watch a video all the way through (VidYard).
15. 92% of consumers watch videos on silent, and 50% rely on captions to understand what’s being said (Verizon & Publicis).
16. Videos shorter than 90 seconds have a 50% retention rate (HubSpot).
17. The most popular time for watching video in the US is on Wednesdays between 7 AM and 11 AM PST (HubSpot).
18. Half of all video produced during the last year was less than 2 minutes long (HubSpot).
19. Personalized video is 35% more likely to retain viewers (HubSpot).
20. The 5 most common video types used in marketing are: explainer videos (72%), presentation videos (49%), testimonial videos (48%), sales video (42%), and video ads (42%) (Wyzowl).
Video Marketing Stats
21. 86% of businesses use video as a marketing tool (Wyzowl).
22. 83% of marketers claim that video has increased the average time spent on page on websites they manage (Wyzowl).
23. Businesses post 18 videos per month on average (HubSpot).
24. 89% of marketers claim video provides a good ROI, 83% claim video helps with lead generation, and 87% claim video increases website traffic (Wyzowl).
25. Promo videos, branding videos, and product demos are the most commonly used video types in video marketing (HubSpot).
26. Emails with the word ‘video’ in the subject have a 7% higher open rate (Social Media Week).
27. Video marketers get 66% more qualified leads per year (Oberlo).
28. 35% of businesses use analytics to track marketing video performance (HubSpot).
29. Small and medium-sized organizations rely on internal resources for creating video content (Demand Metric & Vidyard Report 2020).
30. 13% of marketers say they don’t use video due to a lack of time, 20% say it’s too expensive, and 17% say they don’t know where to start (Wyzowl).
Social Media Video Stats
31. 88% of video marketers share content on YouTube, 76% on Facebook, 66% on LinkedIn, and 65% on Instagram (Oberlo).
32. 65% of consumers say that YouTube is their favorite channel for watching video (Limelight).
33. 62% of search engine results on Google are videos, and 80% of them are hosted on YouTube (Searchmetrics)
34. 40% of consumers claim they’ve purchased products they first discovered on YouTube (Think with Google).
35. YouTube mobile users are 2x more likely to pay attention to what they’re watching compared to television viewers. (Think with Google).
36. Facebook accounts with more than 100 000 followers have 71% video content (Social Insider).
37. 12% of videos posted on Facebook are live-streams, and they typically have double the engagement rate compared to regular videos (Social Insider).
38. Video posts have the highest organic engagement on Facebook (Hubspot).
39. 49% of consumers engage with branded video content on Facebook (Hubspot).
40. 85% of videos on Facebook are watched muted (American Press Institute).
41. TikTok has more than 800 million active users as of time of writing (Datareportal).
42. American consumers spend 46 minutes watching TikTok videos every day on average, generating almost 37 billion views per month (Ad Age).
43. 1 in 10 video marketers have post content to TikTok, and 66% claim they’ve been successful (Wyzowl).
44. 63% of videos with the highest click-through rate include a marketing message within the first 3 seconds. (TikTok)
45. Vertical TikTok videos have a 25% higher watch-through rate than horizontal TikTok videos (TikTok).
46. Instagram saw a 80% increase in video consumption since June 2017 (Instagram).
47. Video posts on Instagram receive twice as much engagement (Search Engine Journal).
48. One-third of the most-watched Instagram Stories were posted by business profiles (Sprout Social).
49. 30% of Instagram users claim they have bought products after discovering them on Instagram (YotPo).
50. 7 out of 10 Instagram users claim they swiped up to access links on Instagram Stories by brands (Mention).
51. LinkedIn video posts are shared 20 times more often than other posts (LinkedIn).
52. 80% of videos on LinkedIn are viewed muted (LinkedIn).
53. The optimal length for a LinkedIn video is between 30 and 90 seconds long (LinkedIn).
54. Businesses get 24x more comments and 7x more reactions on LinkedIn live streams compared to LinkedIn videos (LinkedIn).
55. 38% of marketers post video content on LinkedIn, and 75% claim they’ve had positive results (Wyzowl).
56. Twitter gets 2 billion video views each day (Twitter).
57. Twitter videos get 10x more engagement compared to tweets without video (Twitter).
58. Video cards on Twitter videos have a 100% higher click-through rate and a 60% higher retention rate compared to standard video ads (Twitter).
59. Promoted videos save more than 50% on cost-per-engagement (Twitter).
60. Watching videos is the #3 reason people use Twitter (Hootsuite).
We hope that these stats have convinced you that 2022 is the perfect time to start incorporating video marketing into your business strategy. The potential for both short-term and long-term gains are simply too good to pass up.