Essential Video Marketing Statistics
In the ever-evolving world of digital marketing, 2024 is testament to the continuous, unprecedented power of online video. A medium that has proven itself not only resilient, but increasingly essential in shaping consumer behaviour.
In a 2024 survey, 98% of people confirmed they enjoyed watching video content from brands (Lemonlight, 2024.) As an experienced video production company and animation studio we have to consider the wider marketing trends when creating corporate video content.
We’ve distilled our knowledge, insight and research in to this article to support marketers and marketing teams. In this guide, you’ll find some of the most important video marketing statistics that underscore the transformative impact and compelling potential of online video for 2025.
General Video Marketing Statistics
Video marketing continues to dominate the digital landscape, becoming a crucial tool for both production companies and brands investing in corporate video production. Its ability to boost engagement, improve conversions, and strengthen brand storytelling has made it a go-to strategy across industries.
This section highlights the key statistics that showcase video’s growing impact, helping businesses and creators make data-driven decisions to maximise results.
The Growth of Video Marketing
1. Is video marketing popular among marketers?
Last year, 91% of businesses use video as a marketing tool [Wyzowl]
96% of those marketers say video is a crucial part of their marketing strategy [WebFX]
2. Does video marketing drive business growth?
Yes, 87% of businesses report that video marketing has directly increased sales [Source]
3. What’s the best length for video content?
Video content that is 30-60 seconds long is deemed most effective by 39% of marketers, indicating a preference for brief yet impactful content. [Source]
4. How effective is video marketing for e-commerce?
Approximately 87% of consumers report that watching a product video has persuaded them to purchase, underscoring the influence of video content on buying behaviour. [Source]
5. Are explainer videos & animations effective?
94% of video marketers say explainer videos or animation has helped increase user understanding of their products or services, facilitating a better informed buying process. [Source]
6. Is video marketing successful?
98% of marketers currently using video content marketing affirm they will continue to do so, reflecting the entrenched value of video in marketing strategies. [Source]
7. What impact does video content have on brand awareness?
A substantial 90% of marketers report that brand video marketing has increased their brand awareness significantly. [Source]
8. Should I invest in paid video marketing?
53% of marketers invest in both organic and paid video strategies [Source]
9. What is the global daily consumption rate of online videos?
On average, people around the world watch 84 minutes of video per day, highlighting the global appeal and consumption of video content. [Source]
10. How effective is video for increasing conversions?
Employing video on landing pages can boost conversion rates by up to 80%, demonstrating its effectiveness in driving consumer actions. [Source]
11. How does video content affect consumer sales decisions?
87% of video marketers attribute direct sales increases to promotional video content, showcasing its critical role in enhancing marketing ROI. [Source]
12. What’s the average engagement rate for short-form videos?
Short-form videos, particularly those under one minute, typically achieve the highest engagement rates, with 59% being viewed for more than half their duration. [Source]
13. What advancements are marketers excited about in video production?
96% of marketers are looking to integrate AI in video production for tasks like scriptwriting and editing, aiming to enhance efficiency and creativity. [Source]
14. Is live video content popular in marketing strategies?
45% of businesses engage in monthly live video events, using them as a tool for real-time audience engagement and content delivery. [Source]
15. What is the effectiveness of video content for lead generation?
87% of video marketers have used video to effectively generate leads, highlighting its capability as a powerful tool for expanding customer bases. [Source]
16. How shareable is video content?
Video content is shared 12 times more than text and images combined on social media, underscoring its superior engagement potential. [Source]
17. What impact does video marketing have on web traffic?
86% of video marketers say that video has helped them increase web traffic, proving its efficacy in driving online activity. [Source]
18. What are the trends in video content engagement?
Over 55% of people who watch a video online engage with the brand by visiting their website, indicating high engagement and interest conversion rates. [Source]
19. How prevalent is video content online?
Video content makes up 82.5% of all web traffic [Source]
20. What is the future for video marketing?
According to Statista, the global digital video ad market is projected to reach $268 billion (£211b) by 2029
Video Marketing Across Industries
21. Technology Sector:
70% of technology companies utilize video marketing to demonstrate product features and benefits.
22. Healthcare Industry:
66% of healthcare organizations employ video content for patient education and engagement.
23. Financial Services:
58% of financial service providers use videos to explain complex financial products and services.
24. Educational Institutions:
74% of educational institutions incorporate video as a key component in their marketing and student engagement strategies.
25. Retail and E-commerce:
68% of retail businesses leverage video content to showcase products and enhance the online shopping experience.
26. Real Estate:
73% of real estate firms use video tours to market properties, providing virtual walkthroughs for potential buyers.
27. Hospitality and Travel:
81% of travel agencies and hospitality businesses utilize video to highlight destinations and accommodations, enticing potential travelers.
28. Manufacturing Sector:
59% of manufacturing companies employ video content to demonstrate product assembly and operational processes.
29. Nonprofit Organizations:
57% of nonprofits use video to tell compelling stories, aiming to increase donations and volunteer participation.
30. Professional Services:
64% of professional service firms, including legal and consulting services, use video to build brand authority and explain service offerings.
Most Common Video Formats Used By Marketers
31. Explainer Videos
73% of marketers create explainer videos
32. Social Media Videos
69% create social media videos
33. Video Testimonials
60% produce video testimonials
34. Product Videos
48% of businesses make product demos
35. Promotional Videos
44% create teaser or promotional videos
Video Marketing Budget Statistics
36. How much marketing budget should be used for video marketing?
60% of companies dedicate 11–50% of their marketing budget to video
37. Are video marketing budgets growing in 2025?
85% of marketers plan to maintain or increase their video budgets in 2025
38. How much do video marketing budgets grow year-on-year?
Businesses increase their video marketing budget by an average of 25% annually
Source: WebFX
Video Marketing & Search Engine Optimisation
39. Does video content improve dwell time on websites?
Incorporating web video into brand web pages increases the time users spend on a site by 88%, enhancing engagement metrics and potentially improving SEO rankings. [Source]
40. How can online video improve SEO rankings?
Web pages with video content are 53 times more likely to rank on Google’s first page [Source]
41. How can online video improve blog content?
Blog posts that include video attract 3x more backlinks than those without [Source]
42. Does Google prefer video content?
While we can never know Google’s true preferences, 62% of Google search results include video content [Source]
Measuring Video Marketing ROI
43. Which KPIs should I analyse to measure video ROI?
The statistics below refer to the # of marketers & marketing professionals.
66% track engagement metrics (likes, shares, comments).
62% monitor total video views.
49% measure click-through rates (CTR) and lead generation.
40% evaluate brand awareness and PR impact.
36% track customer engagement and retention rates.
30% focus directly on sales conversions.
Consumer Behaviour & Video Consumption Trends
Understanding how consumers engage with your video content is essential for crafting strategies that truly work.
With video consumption habits evolving rapidly, especially with the rise of short-form platforms like TikTok and YouTube Shorts, businesses need to consider not just what they create, but how and where it’s consumed. Investing in professional video production services can make all the difference in tailoring content to match these shifting behaviours.
This section explores the latest trends in video consumption and how they can shape smarter, more impactful marketing strategies.
How Consumers Are Watching Video in 2025
44. How popular is online video?
According to Statista, 92.3% of all internet users watch videos online weekly.
44. How much online video content do people watch?
The average viewer watches 17 hours of video content per week [Source] while 55% of people watch videos every day [Source].
45. How are people watching online video content?
75% of all online video views come from mobile devices [Source]
However, Desktop remains popular for long-form content, webinars, and B2B marketing videos , with 87% of business-related videos being viewed on desktops [Source].
46. How does audio factor into viewing habits?
92% of users watch videos with the sound off, especially on social media [Source] and 50% of silent video viewers rely on captions to understand the content [Source].
47. What sort of video content do business audiences enjoy?
81% of consumers want to see more short-form videos from brands [Source], this is evidenced by TikTok, Instagram Reels, and YouTube Shorts having the highest engagement rates across all video formats [Source]
How Video Content Influences Buying Decisions
48. How effective is video marketing for driving conversions?
82% of consumers have purchased a product after watching a brand’s video
90% of consumers say video content helps them make buying decisions
96% of people watch explainer videos to better understand a product or service
55% of consumers use YouTube to research products before purchasing
40% of users have purchased products they discovered through YouTube
70% of users are open to learning about new products from brands via video content
LinkedIn Video Marketing Statistics
LinkedIn has evolved from a professional networking platform to a powerful B2B marketing tool, and business video content has played a significant role in this transformation. Known for its engaged professional user base, LinkedIn has become a go-to platform for brands seeking to build thought leadership, generate leads, and connect with decision-makers. This section breaks down the most important video marketing statistics for LinkedIn and offers strategic insights on how to maximise ROI on the platform.
1. How effective is video content for B2B marketers on LinkedIn?
71% of B2B marketers use video content on LinkedIn to engage their professional audiences.
Source: The Social Shepherd, “B2B Video Marketing Trends”
2. How prevalent is video usage among LinkedIn influencers?
Over 38% of LinkedIn influencers regularly use video content to engage their followers, making it a key strategy for personal branding and thought leadership.
Source: Influencer Marketing Hub, “LinkedIn Influencer Statistics”
3. How long should LinkedIn videos be?
Short-form videos, typically under 2 minutes, are most effective on LinkedIn, aligning with the platform’s professional ethos and users’ preference for concise, impactful content.
Source: HubSpot, “LinkedIn Video Marketing Statistics 2024”
4. Is LinkedIn video effective for lead generation?
87% of LinkedIn video marketers say the platform is effective for lead generation [Source], while companies that use video marketing on LinkedIn report a 20% increase in lead generation demonstrating the direct commercial benefits of video content.
Source: Vidyard, “LinkedIn Video Benchmarks and Best Practices”
5. What role do videos play in LinkedIn ad campaigns?
Video ads on LinkedIn have a 30% higher click-through rate than non-video ads, indicating their effectiveness in driving user action and engagement.
Source: Adweek, “How to Use Video in Your LinkedIn Ad Campaigns”
6. Is LinkedIn a good platform for Product Videos?
Demonstrating products through LinkedIn videos can increase conversion rates by over 35%, particularly effective in sectors like software and technology.
Source: MarketingProfs, “LinkedIn Video Marketing Trends”
7. What percentage of LinkedIn users prefer video over text?
65% of LinkedIn users prefer to consume content in video format, finding it more engaging than static posts.
Source: Content Marketing Institute, “LinkedIn Content Marketing Benchmarks”
8. How has video consumption on LinkedIn changed over the past year?
There has been a 40% increase in video consumption on LinkedIn, reflecting growing user preference and the platform’s enhancements in video capabilities.
Source: TechCrunch, “LinkedIn Video Usage Trends”
9. What are the benefits of using native videos on LinkedIn?
Video posts are shared 20x more frequently than other types of LinkedIn content (LinkedIn Insights) and native videos uploaded directly to LinkedIn are prioritised in the algorithm, resulting in a 52% increase in video visibility and engagement.
Source: Search Engine Journal, “Optimizing Native Video Content on LinkedIn”
10. What is the effectiveness of personalised video messages on LinkedIn?
Sending personalised video messages via LinkedIn InMail enhances response rates by up to 40%, significantly higher than standard text-based InMails.
Source: Business Insider, “Boosting InMail Response Rates with Video”
Instagram Video Marketing Statistics
Instagram has solidified its place as one of the most powerful video marketing platforms, especially for B2C brands and e-commerce businesses. With features like Reels and Stories, Instagram offers multiple avenues for brands to engage audiences through both organic and paid video content. This section explores how video content performs on Instagram and offers strategies for maximising ROI.
1. How influential are Instagram Stories in driving consumer actions through video?
50% of Instagram users have visited a website to purchase a product or service after seeing it in Stories, highlighting the effectiveness of this feature in driving direct consumer actions through video content.
Source: Instagram, “Instagram Business Statistics 2024”
2. What is the engagement rate for video on Instagram?
Video posts on Instagram receive 38% more engagement than image posts, underscoring the importance of incorporating video into content strategies for higher user interaction.
Source: Social Media Examiner, “2024 Instagram Marketing Statistics”
3. How do videos on Instagram impact brand discovery?
72% of Instagram users report discovering new products on the platform, showcasing its effectiveness as a tool for brand exposure and discovery through video content.
Source: Instagram, “Instagram Business Statistics 2024”
4. How often do Instagram users engage with shopping through video content on the platform?
44% of Instagram users use the app to shop weekly, indicating its strong influence as a shopping platform where video content can drive purchasing decisions.
Source: Instagram, “Instagram Business Statistics 2024”
5. How long should Instagram videos be?
The average watch time for Instagram videos is significantly higher for content under 30 seconds, making short, engaging videos the most effective format for this platform.
Source: Social Media Today, “Maximizing Video Engagement on Instagram”
6. How effective is video content in generating brand loyalty on Instagram?
Brands that consistently use video content on Instagram see a 21% increase in repeat customers, illustrating the role of engaging video content in building and maintaining brand loyalty.
Source: HubSpot, “Instagram Video Marketing Statistics 2024”
7. How popular is video content on Instagram?
Over 80% of Instagram users engage with video content on the platform, emphasizing the necessity for brands to incorporate video into their Instagram marketing strategies.
Source: Hootsuite, “Instagram Video Marketing Insights 2024”
8. How do Instagram Reels impact engagement and reach?
Reels generate 67% more engagement than standard Instagram videos, providing a significant boost in visibility and interaction.
Source: Hootsuite
9. How effective are video ads on Instagram?
Video ads on Instagram have a higher click-through rate compared to static image ads, making them more effective in driving user action and engagement.
Source: MarketingProfs, “Instagram Video Ad Effectiveness”
10. How can I sell products using video on Instagram?
Product demonstration videos on Instagram have been shown to increase purchase intent by 67%, making them an effective tool for showcasing products and driving sales.
Source: HubSpot, “Instagram Video Marketing Statistics 2024”
11. Are Instagram Stories effective for business marketing?
68% of people say they become more interested in a brand or product after viewing it in Stories
Source: Facebook Business Insights
12. Are Instagram Stories popular?
One-third of the most-viewed Stories come from businesses
Source: Instagram Insights
TikTok Video Marketing Statistics
TikTok has revolutionised video marketing with its algorithm-driven content discovery and focus on short-form, high-engagement videos. Known for its viral trends and authentic content, TikTok offers brands a unique opportunity to reach large audiences organically while also leveraging paid advertising for targeted campaigns. With over 1.5 billion users worldwide, TikTok has become a must-use platform for businesses aiming to capture attention and drive conversions.
1. How effective is TikTok for brand visibility in video content?
63% of TikTok videos that highlight a brand’s key message within the first three seconds see a higher click-through rate.
Source: Dash, “Video marketing statistics for your 2024 campaigns”
2. What is the current user base of TikTok as of 2024?
TikTok has 1.7 billion monthly active users as of 2024, showcasing its vast reach and potential for video marketers to tap into a large, diverse audience.
Source: TikTok, “TikTok Statistics 2024”
3. Is TikTok popular for business?
85% of brands planned to increase their TikTok spend in 2023, reflecting the platform’s effectiveness in engaging users with branded video content.
Source: The Social Shepherd, “TikTok Video Marketing Statistics 2023”
4. What is the majority demographic on TikTok?
Millennials are 1.3 times more likely to tag a product on TikTok than on any other platform, highlighting the platform’s strong engagement with younger audiences.
Source: Business of Apps, “TikTok Marketing in 2024”
5. What type of video content should brands focus on?
Entertainment remains the most popular content category on TikTok, followed by dancing and pranks, making it essential for brands to create engaging and fun video content.
Source: The Social Shepherd, “TikTok Video Marketing Statistics 2023”
6. How long should TikTok videos be?
Short-form videos, particularly those under 30 seconds, are the most engaging on TikTok, with users more likely to watch and interact with brief content.
Source: Wyzowl, “Video Marketing Statistics 2024”
7. How influential is TikTok in shaping consumer behaviour?
70% of TikTok users say that the platform helps them discover new products and brands through video content.
Source: Think with Google, “TikTok Insights for Marketers 2024”
8. What is the impact of TikTok videos on e-commerce?
TikTok Shop, the platform’s e-commerce feature, is becoming a key player for brands, with 80% of users saying they feel more confident about purchasing products they see on TikTok.
Source: Business of Apps, “TikTok Marketing in 2024”
9. How does TikTok compare with other platforms for video engagement?
TikTok videos generate higher engagement rates compared to videos on other social media platforms, making it a top choice for marketers focusing on video content.
Source: Hootsuite, “TikTok Video Marketing Insights 2024”
10. What is the average daily time spent on TikTok by users?
On average, users spend 52 minutes per day on TikTok, reflecting the platform’s high engagement levels and the opportunity for brands to capture audience attention through video.
Source: Oberlo, “TikTok Marketing Statistics 2024”
YouTube Video Marketing Statistics
As the world’s second-largest search engine and the leading video platform, YouTube remains a cornerstone of video marketing strategies for businesses across industries. With over 2.5 billion monthly active users and one billion hours of video watched daily, YouTube offers unmatched reach and engagement potential. YouTube provides the ideal platform to showcase everything from corporate videos and explainer content to product demos and brand stories.
1. How many people use YouTube in 2024?
Over 2.5 billion people use YouTube every month, making it the world’s second most-visited website after Google [Source].
2. How much video content do people watch on YouTube daily?
Users collectively watch over 1 billion hours of video on YouTube every single day, highlighting the platform’s unmatched audience engagement [Source]
3. Can YouTube help people discover my brand or products?
Absolutely, 90%of YouTube users say they’ve discovered new brands or products through the platform, making it a powerful tool for increasing brand visibility [Source]
4. Do people want more video content from brands on YouTube?
Yes! 54% of consumers say they want to see more video content from the brands they follow, and YouTube is their top choice for this.[Source]
5. Is YouTube effective for generating leads?
Definitely, 84% of video marketers say that YouTube has been effective for lead generation, especially when using explainer videos, tutorials, and product demos [Source]
6. How many YouTube views come from mobile devices?
70% of YouTube views happen on mobile devices, so it’s crucial to optimise videos for smaller screens and vertical formats [Source]
7. Does YouTube content help with SEO?
62% of Google searches include video results, and 80% of those come directly from YouTube, making it vital for improving search visibility [Source]
8. Can YouTube videos influence purchasing decisions?
Yes. 68% of users have made a purchase after watching a branded video on YouTube, proving its power in the buyer journey [Source]
9. Are YouTube Shorts popular?
YouTube Shorts are exploding in popularity, generating over 50 billion daily views and offering a major opportunity for brands to reach new audiences [Source]
10. What is the main YouTube audience demographic?
Users aged 25 to 34 make up 21.3% of YouTube’s global audience, making them the largest age group on the platform.
Approximately 54.4% of YouTube’s global users are male, while 45.6% are female
This is UEA (Lambda Films)
Achieved an 87% engagement rate on YouTube
AI Video Marketing Statistics
1. How popular is AI video production?
84% of respondents in 2024 indicated they had used AI in some form during the video production process, with 22% creating content solely in-house and 18% relying on external support for certain production tasks. [1]
2. Does AI have a future in marketing?
96% of marketers now believe that AI will play an increasingly crucial role in marketing strategies over the next few years, a significant jump from the 2023 results. [2]
3. How is AI impacting video production?
53% of respondents indicated that they plan to spend $5,000 or less on their projects, while 20% reported plans to spend $15,000 or more, reflecting a shift toward more cost-effective production enabled by AI tools. [3]
4. How will AI video production be used?
55% of marketers said they would focus on creating AI-assisted explainer videos or brand videos this year, with AI tools helping to streamline the storytelling process. [4]
AI is streamlining video production, reducing costs, and enabling hyper-personalised marketing strategies. While it excels at efficiency and data-driven optimisation, the most impactful videos still combine AI’s capabilities with human creativity for authentic storytelling.
In 2025, the narrative is unmistakable: business video production and marketing is not a mere accessory in the business marketing toolbox, it is a driving force. It has become a language that brands and businesses must speak fluently if they are to effectively engage, connect, and convert in an increasingly visual and fast-paced digital landscape.
However, beyond these video marketing statistics and trends, the power of online video lies in its innate ability to humanise brands, forge emotional connections, and tell captivating stories. As marketers and advertisers, our mission should not be merely to ride this wave but to steer its course.
