Video Marketing Statistics:
What You Need to Know for 2018

Somehow most video statistics seem either made up without any references, too niche or just pretty old!

So we decided to put together this ultimate list (yes, with the sources...) to help you make an informed decision when creating your media plan for 2018.
The video length, quality and purpose vary greatly between cases, which is why you need to run quantitative surveys to get accurate stats about video marketing.

As for the general trend - video is definitely taking more space online.

Find below the results of the major studies for video marketing.
Click here to go directly to the infographic.
We hope this is useful...

Current State of Video

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- YouTube has over a billion users, almost one-third of all people on the Internet.
YouTube, 2017 (Youtube for press)
- Over 8 billion videos or 100 million hours of videos are watched on Facebook every day.
TechCrunch, 2016 (according to Mark Zuckerberg’s Q4 of 2015 earnings call)
- 73% of marketers plan on increasing their use of videos. 
Social Media Examiner, 2016 (5086 survey participants for their survey)
- Businesses are in average publishing 18 new videos every month 
Vidyard, 2017 (Info collected from over 500 businesses and nearly 250,000 videos)
- Explainers, product demos, how-to videos, and testimonials are the most common videos produced. Websites and social channels are the most common distribution channels.
Vidyard, 2017 (Info collected from over 500 businesses and nearly 250,000 videos)
- 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017. 
Animoto, 2016 (2012 survey participants)
- 83% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget.
Buffer, 2016 (over 1200 survey participants)

How Video Engage

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- People only remember 10% of what they hear, 30% of what they read, but about 80% of what they see and do.
Paul Martin Lester, Syntactic Theory of Visual Communication, 2006
- Videos up to 2 minutes long get the most engagement.
Wistia, 2016 ("we looked at 564,710 videos, and more than 1.3 billion plays")
- The average length of a video is 8 minutes, but nearly 56% of all videos published in the last year are less than 2 minutes long.
Vidyard, 2017 (Info collected from over 500 businesses and nearly 250,000 videos)
- 65% of people who watch the first 3 seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds.
Facebook, 2016 (Facebook research)
- 55% of people consume videos thoroughly - the highest amount all types of content.
Hubspot, 2016 (1,091 survey participants)
- The top 5% of videos see an average retention rate of 77% of viewers.
Vidyard, 2017 (Info collected from over 500 businesses and nearly 250,000 videos)
- 85% of Facebook videos are watched without sound.
Digiday, 2016 (according to multiple publishers mentioned in the article)
- Half of 18 to 34 year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator.
Google, 2016 (from "The Youtube generation study")
- List posts and videos achieve much higher shares on average than other content formats.
Moz, 2015 (Buzzsumo collaborated with Moz to analyze the shares and links of over 1 million articles from the BuzzSumo database)
- People spent on average 2.6x more time on pages with video than without.
Wistia, 2016 ("we looked at 564,710 videos, and more than 1.3 billion plays")
- 43% of people want to see more video content from marketers.
Hubspot, 2016 (1,091 survey participants)
- 84% share content online as a way to support causes or issues they care about, and 78% share as it lets them stay connected to people they may not otherwise stay in touch with.
The New York Times Customer Insight Group, 2011 (2,500 participants)
- People spend on average, more than 3x more time watching a Facebook Live video than a video that’s no longer live, and comment 10x more.
Facebook, 2016 and Facebook, 2016 (both from Facebook newsroom)

Conversions and Sales

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- 70% of millennials are likely to watch a company video when shopping online.
Animoto, 2015 (1000 surveyed customers)
- 4 times as many consumers would rather watch a video about a product than reading about it.
Animoto, 2015 (1000 surveyed customers)
- Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion rates than those which don’t.
Aberdeen Group, 2015 (over 2000 individual data elements for each research)
- Companies which use videos in their marketing grow revenue 49% faster year-on-year than those which don’t.
Aberdeen Group, 2015 (over 2000 individual data elements for each research)
- 48% of marketers plan to add YouTube to their content strategy in the next year.
Hubspot, 2017 (6,399 professionals surveyed in 141 countries)

The takeaway...

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- Video traffic will be 82% of all consumer Internet traffic by 2021.
Cisco, 2016 (check their VNI methodology on the same link)
- Live video will grow 15-fold from 2016 to 2021 to account for 13% of Internet video traffic by 2021. 
Cisco, 2016 (check their VNI methodology on the same link)
Video is a trend that keeps getting bigger each year, and it won't slow down anytime soon.

Adding a video on your site as an explainer video, a tutorial, a demo video of an app, an on-boarding video, or placing it on a landing page or using it as a video ad, you will engage more your viewer - actually, even if your video is average!

People are lazy readers and to check what you got, a video is way more appealing.

Because of this increased engagement, your visitors will stay longer on your site and as this is something that Google values, it will increase the ranking of your page.

And if you do it well, you can capture the attention of your visitor, convey your branding style and direct her towards the Call To Action of your choice, which means you increase your conversions and sales.

For your convenience and visual delight,
here is an infographic with the main stats :)

Add our infographic to your site with the following embed code:

And, if you're curious...

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At Video Intro Maker we believe in the creativity of small businesses and we want to support them.

We do this by providing them with affordable explainer videos to improve their brand communication and their conversions in a fun way.

We build tailor-made animated explainer videos:
- that convert
- can be done in a week
- for a fraction of the price of the agencies

There you have it!
You can book a call with me to chat about your video project on top of the page - for free.
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