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6 video marketing statistics in 2020

Did you know that 86% of enterprise marketers used video in 2019? Or that "explainer" videos account 72% of video marketing strategies? If you are interested in knowing more about video marketing statistics to understand what this content can do for your company, keep reading.

Video marketing statistics show that this media is very effective in content marketing strategies.

For instance, did you know that 86% of enterprise marketers used video in 2019? According to a Content Marketing Institute (CMI) survey, this was the second most used content type following social media posts.

Regardless of your answer, you probably noticed that videos are all over the internet, are easy to access, consume, produce, and share.

It is possible to use them for numerous purposes, from educating the audience to presenting a service or a brand.

Given that, they can be a valuable resource to provide relevant information to your audience and achieve your goals, which is useful to improve your company’s content marketing strategies.

If you are interested in knowing more about video marketing statistics to understand what this content can do for your company, keep reading.

1. Video trends

Different surveys indicate that video usage in marketing strategies increased over the years and tends to keep growing.

As you can see in the chart below, from a study by Wyzowl, video marketing has increased by 24% in 2020 over 2016.

In fact, 99% of marketers who use videos in their campaigns intend to keep doing so and 95% plan on increasing or maintaining their investment.

Besides that, forecasts estimate the amount of time spent watching videos online will increase by up to 100 minutes per day, and less money will be invested in TV ads.

 Regarding the type of video used in marketing strategies, the most common are:

  • Explainer videos (72%)
  • Presentation videos (49%)
  • Testimonial videos (48%)
  • Sales videos (42%)
  • Video ads (42%).

2. Video marketing engagement

As mentioned, one of the benefits of using video marketing is the ability to easily share content.

Video is the second most used medium in social media to engage the audience.

Videos are not only engage audiences on social media but also to increase conversion rates on landing pages. A Demand Gen report suggests that adding videos to landing pages leads to a growth of 86% in conversions.

This type of media also drives traffic to websites according to 87% of marketers interviewed.

Additionally, 81% of them believe that video is responsible for a rise in the average time spent on their pages.

3. Social video

Social videos are particularly interesting to include in video marketing strategies, and often perform remarkably.

One reason for that is the fact that a large number of marketers use social media as marketing channels. CMI’s 2020 report indicates that 91% of those professionals used social media to distribute their content in 2019.

Surprisingly, LinkedIn and Facebook were more effective as marketing channels than YouTube, which only distributes video, according to Wyzowl’s study.

Buffer indicates that, overall, Facebook was by far more used to post videos than YouTube in 2019 (81.2% vs. 62.9%).

 4. Video consumption

When it comes to video consumption, Cisco estimates that video will make up more than 82% of all consumer internet traffic by 2022, which is 15 times greater than in 2017.

Smart devices must be considered when producing videos for marketing strategies.

Facebook points out that people are 1.5 times more likely to watch videos daily on a smartphone than on a computer. Given that, it is vital to create content that can easily adapt to different screens.

5. Video production

Other than being careful about the format, make sure to exercise your creative thinking skills and pay attention to the video length, to make sure that it will engage your audience.

A study shows that videos that are up to 2 minutes long generate the most engagement.

If it is longer than that, the engagement rate tends to drop as well as the viewer abandonment rate, which can reach 44% after 60 seconds.

When you decide to invest time and money on a piece of content, you want your audience to view it. So, keep it short!

 6. Video Marketing ROI

Video marketing statistics show that video has a positive effect on content marketing ROI.

Besides increasing traffic and average time spent on certain pages, it helps to generate leads and drive to a direct rise in sales according to 80% of video marketers interviewed.

The ROI from video increases year on year. In 2020, it rose 5% in comparison to the previous year. From 2015 to 2020, there was an expansive growth of 55%.

These video marketing stats show you the relevance of including video in your company’s marketing strategy and learning a few tips to maximize your results.

Video is becoming increasingly popular, drives conversions, and has an impact on content marketing ROI. Therefore, it shouldn’t be overlooked when you’re building your next campaign.

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