5 video marketing statistics for 2024

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

For instance, did you know that 94% of enterprise marketers used video in 2024? According to a Content Marketing Institute (CMI) survey, this was the second most used content type following short articles/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.

Today, it’s all about video, and if you want to compete in any modern industry, you need to know more about video marketing statistics.

Key Video Marketing Statistics

As we look at the key statistics for video marketing, it’s important to understand their significant role in today’s marketing world. These numbers show the widespread use and effectiveness of video marketing, highlighting its importance in shaping modern digital marketing strategies.

Let’s explore these vital statistics that help drive success and innovation in marketing.

1. Usage and Adoption

For starters, video marketing is ubiquitous. According to The Social Shepherd, 60% of all U.S. businesses use this promotion method. That number has steadily grown over the past five years.

In fact, the 60% mark is a low estimate. Some Statista surveys show that 71% of B2B businesses and 66% of B2C companies are using video marketing in 2024.

Looking more closely at professionals in the field of marketing, 92% of them already use video, with over half using a mix of short, long, and streamed video content.

Looking forward, this form of advertising will continue to grow, although it is approaching the ceiling of possibility. Within video marketing, live streams are growing the fastest—at a yearly rate of 13.5%. That trend is expected to hold until at least 2027.

2. Effectiveness and ROI

So, many businesses use video marketing. Does it work? How does it compare to other marketing strategies?

Going back to the surveys, 92% of video marketing experts claim that they get good ROI from their video efforts. Back in 2016, only 76% of marketers felt that way.

Looking at more specific metrics, 87% of marketers say that video content directly impacts sales (positively). Ninety-six percent report that videos are pivotal in the role of enhancing user comprehension.

Couple this with the fact that 96% of surveyed customers say they regularly turn to videos to learn more about products or services, and you can see that the marketers’ perspectives are justified.

All of this boils down to the same bottom line. Experts in marketing track as much as they can in terms of statistics: conversion rates, watch time, engagement, overall traffic, and click-through rates. They consistently see that value increases through these metrics when they invest in video content.

3. Consumer Preferences

Consumer preferences explain why video marketing is so consistently successful. There are 5.44 billion internet users around the world who engage with video content at least once in an average week. That’s up 23% from just three years prior.

In the United States, 239 million users watch more than an hour of YouTube videos every week. That demonstrates a massive audience—large enough to find interest in virtually any niche.

Among those users, 90% watch video on mobile devices. Concurrently, 59% view it on smart TVs. These are the most common ways to watch online videos, and statistics show that the majority of users consume content on multiple devices.

Here’s where things get a little weird. The majority of viewers say they prefer short-form content, but longer videos actually get more clicks per page. This could stem from how users find content. Long-form material is more likely to be found by people seeking out specific information, as opposed to seeing a video in a sea of short-form scrolling.

Once clicked, though, short-form videos achieve better metrics.

4. Engagement Metrics

When specifically considering engagement, most experts break things into a handful of categories: liking, sharing, commenting, and watch time. Other metrics may also be included, but the point is that marketing professionals are trying to measure the actions taken by users after they start watching videos.

Engagement will vary widely from one campaign to another, but there are some overarching trends.

Short-term content (videos under 60 seconds in length) leads in most engagement metrics. Once clicked, users engage with these videos more. This boosts ROI, click-through rates, and other important metrics.

There is one exception, and that’s watch time. Long-form (videos over three minutes in length) content gets the most watch time, but that’s probably just because there is more content to watch in each video.

5. Trends in Video Marketing

What can you expect moving forward? Video content will remain king, but as you read before, market saturation is reaching a cap. If 89% of people on the internet are already watching videos regularly, you don’t have a lot of room for growth.

The bigger trend to watch is what experts will do with their videos moving forward, and this is a little surprising.

Because short videos are so saturated, many marketers are focusing on live content. They aren’t ditching short videos, but they’re starting to produce more live videos than anything else.

Roughly 35% of marketers plan to introduce live streams for the first time in 2024.

A final anti-trend, if you will, merits your attention. Despite the fact that YouTube sees far and away the most watch time of any online video destination, it remains off the radar of many marketers. In fact, Hubspot calls it the most overlooked opportunity in video marketing.

Best Practices for Video Marketing

We’ve covered a huge range of statistics. The next step is to put them to use. What are some best practices for leveraging video marketing?

First, diversity rules.

You should not plan a single type of video for a marketing campaign. You want a mix of longer videos that explain things in more detail. Among other things, you also need short attention-grabbers, announcements, and live videos (if you have the resources in place).

In fact, you can look at our extensive guide to video marketing for a deeper dive.

Alongside diversity, you want consistency. People actually like engaging with video content, so if you can manage to build a following, take steps to maintain it. The best way to accomplish this is to post new material regularly.

You can shake up the content and form of the videos, but give people regular doses of your material, be it daily, weekly, or monthly. A slow but consistent schedule is better than having irregular gaps and brief periods of frequent uploads.

Last of all, make a plan and track it. If you have a plan, you can look at KPIs and see if your strategy is working. Because you track KPIs, you may easily adjust your plan over time in order to chase good returns.

Let the Professionals Help

Video marketing is important. If you’re ready to take a serious dive into it, plenty of expert assistance is available. You can take all of your content to the next level with help from Rock Content.