This decade, even this entire century, has been an excellent period for those in the marketing business. Billions of people gaining access to the internet, accompanied by the social media boom, made for a perfect storm to turn marketing into an industry worth billions of dollars.
Below, we’ve provided a list of 61 video marketing statistics to assure you this is the future of advertising. Through extensive market research, advertisers have discovered that most users would rather watch a video than read through a commercial, turning them back onto the old TV format of advertising—filming a commercial.
With nearly 28 billion dollars in revenue in 2018, video marketing is well on its way to becoming one of the most lucrative global industries.
According to the latest video advertising stats, video marketing revenue will keep rising for the foreseeable future. Experts predict this growth trend will even pick up its pace, with the industry reaching $47.89 billion in revenue by the year 2022.
The US makes $10.71 billion, China sees $5.27 billion, and Japan makes $2 billion in video marketing revenue, which altogether account for the majority of global video marketing revenue. Followed by the UK and France, these three marketing giants show no intention of losing their spots as leaders in the industry.
Companies using video advertising as their main marketing campaign point earn, on average, $8.34 per internet user who sees their advertisement. Video statistics show that although the costs of running a video marketing campaign are significantly higher than running a photo ad, the profits seem to be tenfold.
When you’re not able to see the product in person, as you would in a shop, there is no better way to ensure you receive the item you want. Before making an online purchase, nearly half of all shoppers search the web for videos of the product they intend on buying according to online video statistics.
(Think With Google)
According to a study conducted back in 2015, barely 25% of customers prefer written or photo ads to video ones. Most find it more convenient to sit through a 30-second ad than read through a short paragraph.
TV as a medium and an advertising tool is slowly on its way out the door. Contemporary mediums, such as YouTube, Facebook, Twitter, and other similar platforms have replaced it, and the vast majority chooses to spend their leisure time using them. This explains why those who are serious about advertising their products have already made their online presence a priority. Modern video popularity definitely has nothing to do with old-fashioned media.
(Think With Google)
If you have a video available on your ecommerce site, the data indicates that every tenth user or so will watch the video in its entirety, regardless of which product the video features. Even though this number might appear low at first, imagine the exposure some brands get on larger platforms, such as eBay, Amazon, or Aliexpress.
According to the data, 81% of businesses recognize the advantages that video marketing offers. Of those businesses that still haven’t adapted to the new wave of marketing, 65% plan on doing so in the near future. Video usage statistics specifically in relation to marketing are definitely going to show much higher numbers in the years to come.
Businesses that advertise their services to other businesses, such as those specializing in cloud storage, mostly find video advertising beneficial to their company. In addition to attracting more customers, B2B video marketing statistics show that those using video as their primary marketing tool find that those customers have more confidence in their business, as having a video ad projects an image of authority and success.
(The MX Group)
For those arguing on behalf of mobile in the battle of mobile vs desktop video usage, nearly 60% of all video views on the internet originated from mobile users. This data includes all video platforms, including Netflix, YouTube, and Dailymotion. Even though some of them (such as Netflix) don’t allow ads, it is safe to assume that they will at some point in the future. Plus, mobile users can’t avoid ads via third-party apps the same ways desktop users can, proving once again that this is the market advertisers should set their sights on.
Facebook is killing it when it comes to ad revenue. Even though the advertisement methods on this platform may be a bit behind the industry standard, Facebook advertisers simply haven’t felt the need to switch to video, until recently.
According to video marketing statistics, 2018’s revenue from video ads alone was around $4.5 billion. Compared to 2015, when the company gained $674 million in video ad revenue, these numbers are a clear indicator of the rise of this form of advertising. If the increase continues at this rate—and it is fully expected to do just so—by 2021 Facebook will be reaching more than $9.5 billion in revenue just from their video ad service.
Facebook video stats show that not many advertisers on this platform are adapting to the new standards. As images represent the majority of ad content on Facebook, it is safe to assume its users still haven’t changed their preferences and would rather not be disturbed by videos while scrolling through their feed.
When 70% of all Facebook advertisers still using photo ads as their primary marketing strategy plan on making a switch to video, we can see that video consumption is slowly increasing on Facebook. With over 6 million active advertisers, Facebook should be looking into acquiring more storage for all the data coming their way.
(Social Samosa, Adstage)
Once again, Facebook users are the slowest to adopt new trends, as not even a third of them are on mobile.
With over 2 billion active daily users, Facebook is one of the best markets to tap into. With nearly a third of all users engaging with brands on a regular basis, the potential for new business is practically endless.
Online video consumption statistics show that Facebook’s ad algorithms appear to be working perfectly, according to this stat. Since the concept of marketing was invented, there hasn’t been a medium that can target audiences more effectively.
(Small Business Trends)
After seeing a Facebook video ad, two-thirds of consumers have decided to purchase the product that they saw advertised—one of our particularly appealing video marketing statistics.
As one of the leading global social networks, Facebook needs to accommodate all of its audience, most of whom don’t speak or understand English. By including over 70 languages, they have also created an excellent opening for those looking to market their products worldwide.
(Facebook for Developers)
Even though most stats point to the fact that Facebook is an excellent platform to advertise on, there are some that paint a different picture.
When YouTube’s algorithm shows an ad roughly every 10 minutes and 500 million hours of video are watched on the platform every day, we can easily see the potential that this medium has for advertisers. Even when users with Adblock are excluded from the equation, these video marketing statistics by Forbes indicate that the number of potential customers remains mind-boggling.
With even more languages available than Facebook, YouTube represents an even broader potential market for advertisers. Those selling their products globally won’t be able to find an easier or cheaper way to advertise their product to diverse audiences, as these YouTube statistics show.
(YouTube for Press)
With YouTube introducing its new Partnership Program, the number of channels that can run ads has significantly dropped. Only those channels which receive more than 4,000 watch hours in a year, while having 10000 or more subscribers, are now able to join the program. These criteria mean that only the ones putting in an effort can monetize their work, leading to a more friendly environment for advertisers.
If you’ve ever wondered what percentage of video views on YouTube come from mobile, it’s 70%, most of whom are aged between 18 and 49. These ages are otherwise known as target demographics by advertisers, as they are the ones looking to spend their hard-earned money.
There are more than 270 million mobile internet users in the US, and nearly 90 million of them access YouTube more than once per day. For the second year in a row, mobile video browsing stats beat desktop use by a margin of over 10%.
The number of views a specific video on YouTube gets isn’t valid from a marketing standpoint. What matters is the view-through rate. VTR represents the number of people who have seen the ad in its entirety, and people over the age of 45 appear to be the ones with the most patience.
YouTube appears to be trailing behind Facebook when it comes to ad revenue by a significant margin, despite having video engagement stats going in its favor. While YouTube acquired less than $4 billion in 3 years from its US market, Facebook made $14.9 billion last year alone. What should be considered is that YouTube shares its ad revenue with those eligible for their partnership program, with two-thirds of the profit going in YouTube’s favor.
Ever since YouTube changed ownership and a new ad algorithm was implemented, the platform has seen a steady rise in ad revenue, as evident by its video content statistics. When Google acquired this company, the advertisers gained the ability to target most YouTube viewers based on gender, age, and location, as opposed to just being able to target them by their video history, at the cost of just a few cents per view.
With YouTube and Facebook, small business owners finally have a reasonably priced method of advertising their services—one of our particularly happy video marketing facts. Both platforms have settings aimed at cost control, such as setting a daily or monthly advertising budget, which helps small businesses get noticed without spending a fortune.
In addition to the standard YouTube ads, some companies choose to pay YouTubers directly for advertisements. This type of endorsement is also common in sports, as well as in various other niches. However, the majority of consumers have more trust in Pewdiepie's product recommendations than they do in Rihanna’s or David Beckham's.
(Think With Google)
With over 400 million people scrolling through their Instagram feeds, you’re bound to find potential customers in need of your services.
Only six months after welcoming Instagram’s millionth advertiser, the number doubled, as the company announced that 2 million advertisers were active on the network the following year. The popularity of Instagram among advertisers is on a rapid rise, with video marketing statistics projecting to reach 30 million by 2020.
Out of the 100 most popular brands in the world, 90 are on Instagram. According to the latest Instagram marketing statistics, advertisers from all niches and businesses, from clothing manufacturers to IT giants, have decided to advertise their products and services on this popular network.
The ability to not only advertise in photo or story mode but to also include video ads proved to be the right call for Instagram. As every video consumption stat predicted, the ad revenue Instagram received in 2017 reached $3.64 billion, while 2018’s numbers are around $6.84 billion, nearly doubling the company’s ad revenue. You could say that things are looking up for Instagram, as its ad revenue has been doubling every year since the company was founded, starting in 2015, when they earned $630 million.
With the introduction of its video feature back in 2013, Instagram saw more than 5 million videos uploaded to the platform within the first 24 hours. Video popularity hasn’t shown any signs of slowing down ever since, as users spent 80% more time watching videos in 2017 than they did the year before. This shows that Instagram video marketing is another asset advertisers need to take advantage of.
According to Forrester, users engage with brands on Instagram more than on any other platform. Even though brands post less on Instagram than on Facebook, Pinterest, or Twitter, brand engagement occurs 10, 54, and 84 times more on Instagram, respectively.
Keeping in mind that YouTube ads usually run around 10 seconds, video engagement stats show that users would be willing to spend more time watching ads. With the ability to choose between square or landscape mode, as well as between short and extended commercials, Instagram might prove to be the better option for advertisers.
(Instagram for Business)
It is estimated that half of Instagram users follow their favorite brands, 10 times more than Facebook users do.
(Global Web Index)
Instagram Feed is the oldest advertising option available on this platform, and it still manages to maintain its leading spot in popularity among advertisers and users, a valuable hint in our list of video marketing statistics.
In Feed ads, both photo and video ads are supported and available for users to discover. Based on what and who they follow, users see the ads, and the only thing that makes ads different from regular posts is the Sponsored label that sits at the top of each post. Still, compared to photo ads in their advertising, video consumption takes the back seat on Instagram.
Instagram’s new feature, Instagram TV (IGTV), has proven to be a massive success, reaching one billion users in no time. This new stand-alone app was introduced as a way for brands to build stronger connections with their customers and the general audience. It offers videos ranging from 15 seconds to 60 minutes long and various cost-cutting options such as subtitles, which can save companies millions of dollars.
Twitter is another nearly unlimited source of potential customers. With over 300 million active users, 67 million of whom are from the US, Twitter is managing to keep its place in the top 5 social networks.
Each year since its founding, Twitter has increased its global ad revenue by a billion dollars. 2018, however, didn’t look as good for the company, with earnings sitting at around $3.93 billion, making the company only $700 million more than the previous year.
According to video marketing stats, 2020 will be the year Twitter should thank the person responsible for implementing video ads. As every other platform listed above, Twitter found that video marketing was the way to go back in 2018. The company estimates that video ads were responsible for half of Twitter’s revenue in the last quarter, with obtaining $287 million just from video ads.
Twitter Ads reports show that half of Twitter users are able to remember an ad they’ve seen on the platform seconds after viewing it in their feed. By comparison, 80% of traditional TV viewers are not able to recall the commercial they’ve just seen.
The latest data shows that 80% of active Twitter users access the app with their smartphones. Mobile videos not only contribute to the number of visits, they also account for 88% of the company’s ad revenue.
Out of the 500 million posts that go up on Twitter every day, more than half are directed toward brands. It’s estimated that 82% of Twitter users, or around 240 million people every month, have some sort of contact with brands, either by seeing their ad or tweeting, retweeting, or favoring tweets that revolve around them.
According to the video content statistics available to its shareholders, Twitter live-streamed more than 830 events in the third quarter of 2017. The live-streaming feature convinced more than half a million new advertisers to join Twitter in less than a year. Companies that live-stream events have a 63% larger following than those who still haven’t adopted this marketing tool.
Promoted videos are a feature that Twitter offers its advertisers, and it’s based on merely paying more in order for people to see your video ad on their feed. Getting your video promoted can prove to be an excellent business decision according to these kinds of video marketing statistics.
The golden days of providing your customers and users support over the phone are behind us, apart from the companies large enough to afford to pay dozens of people to answer their phones. 85% of the small and medium businesses on Twitter provide their customers with the answers and advice they need, according to Twitter’s own research.
(Twitter for Business)
Companies who advertise using the video ad feature on Twitter and have their logo appear at some point in the video are 9% more likely to induce an intent to buy.
Data shows that, even though the number of daily users dropped in its last quarter, Snapchat is still one of the top markets advertisers should be looking to get in. Considering that 188 million people open the app 25 times a day and spend more than 30 minutes browsing on average, advertisers have been tripping over each other to get into Snapchat’s new ad features.
Snapchat’s global ad revenue is significantly lower than other social networks’—however, it has been on the rise. The company’s video marketing stats for 2020 show the projected ad revenue exceeding $2.72 billion. Snapchat’s video advertising stats tell us that roughly half of their ad revenue is from video.
In its attempt to implement ads and increase revenue, Snapchat introduced a new, redesigned app. This app redesign offered unskippable ads. Although 1.2 million people revolted and signed the petition to revert the changes, Snapchat chose to ignore it. The Discover Feed was officially introduced, and users eventually accepted it—something that may influence future video marketing statistics.
Discover Feed was introduced as a way for Snapchat to implement ads into its system. The effort appeared to be in vain, as only 397 brands decided to join the new feed in the first three months. Compared to its competitors who have millions of advertisers running ads, Snapchat’s idea was not looking fruitful. Luckily for Snapchat, this has since changed, and now every major brand is present on the network.
With the Snapchat Discover situation making a rapid improvement, 63% of marketers worldwide have decided to join the platform. Video search statistics show that jewelry and watch companies were the first to move to Snapchat, with everyone else following.
After its users came around on the redesign, Snapchat seemed to be on track to reach the top of the ladder when it comes to video ad revenue and marketing revenue in general. However, barely over a fourth of its advertisers find Snapchat to be an effective piece of their marketing strategy.
When it comes to your video advertising, stats like these indicate that Snapchat doesn’t seem to have an audience willing to spend much money, which is sort of logical considering the app’s informal, or straight up silly, concept and appeal.
Compared to traditional newsletters, which are opened by 25% of their recipients, Snapchat statistics show that stories created by advertisers are opened by 90% of the people who follow them.
Nowadays, Snapchat offers multiple options to advertisers. There are Snap geofilters, which allow video marketing companies to target specific geographic zones, Sponsored Lenses, which are an expensive way to advertise, and Snap video ads, which are displayed full-screen and last for 10 seconds. Snap Ads appear between posts on both Discover and Live feed, and users will see them in between every few posts. Mobile video browsing stats show that the majority of users also prefer to see ads this way.
For the advertisers who want to appeal to younger audiences and spend hundreds of thousands of dollars per day doing so, the Sponsored Lenses option might seem appealing. The effectiveness of this advertising option is not known, but it’s estimated to be five times less effective than Snap Ads while costing the advertiser an arm and a leg.
(The Wall Street Journal)
Snapchat’s video popularity with the sound on is impressive. Especially when compared to other social networks, the advantage of Snapchat is apparent. For example, the number of Facebook ads that are viewed with sound on is just 15%.
There are many ways to apply video in your strategy: stories, live-stream, vlogs, and product demos are just some of them. All of these video marketing statistics prove that video is more engaging and more popular than any other type of content; hence, it’s one of the most effective tactics used by digital marketers. If you still haven’t used it, find the most suitable way for your business to start leveraging video marketing and thereby grow brand awareness and drive leads.