There are many types of video marketing, from personalized video marketing to social media marketing and everything in between. But one thing is consistent across all types: Video marketing is an essential marketing tool.
You don’t have to take our word for it; the statistics tell the story:
But that’s just the tip of the iceberg. A plethora of other statistics show how crucial video marketing is for modern marketing strategies.
Online videos are massively popular, with billions of people watching online content across the globe. One third of all online activity is spent watching videos, and every day, 100 million internet users watch a video online.
Effective marketing strategies go where the people are, and right now, they are watching online videos. The average user spends over 16 minutes watching online video ads every month, but the benefits of video marketing aren’t just limited to engagement with the average consumer.
About 75% of executives watch work-related videos on business websites at least once a week, and 59% of executives agree that if both text and video are available on the same topic, they prefer to watch a video. This makes video an ideal format for business-to-business (B2B) marketing, as 62% of global B2B buyers consume content before making a purchase decision.
Several video marketing statistics are essential for B2B marketers to understand in order to optimize their video marketing strategy. These statistics can help influence your marketing strategies and identify key trends for reaching potential customers.
In 2023, 91% of businesses were using video as a marketing tool, and 95% of marketers say that video is an important part of their marketing strategy. This is largely due to video marketing's typically high return on investment (ROI).
Consider the following:
While creating marketing videos requires some upfront costs, video content marketing statistics show that this marketing method generates results and has a high return on investment.
By far, the most popular way that users watch digital videos is via their smartphone. Almost 70% said their smartphone was the preferred way to watch online videos, but other common ways include smart TVs and computers. Smartphones are particularly valuable, with 92% of mobile video viewers sharing videos with others.
Social media is the most common way people interact with online videos, and social media videos are viewed 48% more than videos on other platforms. Some of the most popular social media sites that allow videos are:
Social media is the most effective form of video marketing for many companies, but it’s not the only option. Many companies post videos on their websites to help customers decide whether to purchase a product or service. In fact, 90% of users find visual information more appealing when researching products online.
Additionally, hosting videos on your website can help boost your search engine optimization (SEO). Google’s algorithm really likes video content, which helps boost your website in the search results. On top of that, video keeps traffic on your web pages longer, which also boosts your rankings.
There are several types of video marketing, with some performing better than others. Overall, live action videos are the most common type of marketing video, followed by animated and screen recorded videos.
Additionally, short-form videos are generally preferred over long-form ones:
On Instagram and X, very short videos — under 15 seconds — do well. Videos of 15–60 seconds are preferred on TikTok, and longer videos over 60 seconds are the most popular on YouTube.
TikTok is one of the most popular social media sites, with millions of users logging on daily. It may not be the first app that comes to mind when you think of B2B marketing, but TikTok can be a very effective marketing tool, even in the B2B sphere.
TikTok ads are a common way for companies to advertise, and the TikTok shop is a great way for businesses to sell products. There are over 955.3 million users on TikTok; odds are, some work for the types of companies you’re trying to sell to.
TikTok also has the highest user engagement per post of any social media platform, making it easier to get your content in front of your target audience.
Video marketing works; it’s a top tool for raising brand awareness, converting your audience, and increasing ROI. However, video marketing can feel overwhelming if you're just starting out.
Charter & Co is here to help. We offer expert video production and marketing solutions for marketers who want to really stand out. Contact us today to learn how we can help you launch a successful B2B video marketing strategy.