The video marketing landscape is swiftly changing.
75% of website owners report that videos increased their website traffic. It’s also been confirmed that adding a video to a landing page could increase your conversion by 800%.
Suffice it to say that videos are a powerful tool for marketers. But it’s not about slapping a video to your page and hoping it will go viral.
The little details no one talks about make all the difference.
Plus, the social media space is rapidly changing. What worked for you the previous year might not work for you this year or the coming one.
So, how do you get it right?
Simple: learn to put an eye out for emerging trends. Find out what’s new, what now works, and what stopped working.
This article explores how the video marketing landscape has changed and what you should be doing to get ahead:
Statistic #1: According to Forbes, TikTok was the most downloaded app in 2022
TikTok was the most downloaded app in 2021. While we expected another app to take over, TikTok also emerged as the most downloaded app in 2022.
That’s two years of holding the mantle, and there’s a fair chance that might also be the case in 2023.
Here’s what happened in 2022:
- Facebook installs went down by more than 25%
- TikTok won again
- CapCut, a video editing app, cracked the top five most-downloaded apps in 2022
This news is not surprising because CapCut is owned by the same company as TikTok. And since the platform can also be used to make TikTok videos, it’s only natural that most TikTok users would want to install it.
Here are the ten most downloaded apps in 2022:
|App||The Number of Downloads in 2022|
|Subway Surfers||298 million|
|Stumble Guys||254 million|
So, as you think about your video marketing strategy for 2023, think about how you will integrate TikTok.
Statistic #2: A One-minute Video is Worth a 1.8 Million Words
A picture is worth 1000 words.
Going by the same logic, a one-minute video could be worth 1.8 million words.
Dr. James McQuivery did the math on this, and those were his results.
Now, an average person spends about 100 minutes per day watching videos. Now, imagine how many words they would have consumed by the end of the day.
Statistic #3: Videos Drive the Biggest Chunk of Internet Traffic
Online videos drive the majority of online traffic. In other words, most people who visit the internet go there to watch, not read, as some would love to assume.
In 2023, videos now account for about 82% of internet traffic. That number is 9% more than the number predicted the previous year.
Videos are a powerful marketing tool generally.
Let’s start with the fact that we all love to watch TV. And for the longest time, TVs have remained at the top of video consumption.
But as years go by, digital video viewership continues to increase. And if the trend continues, 2023 might be the year when digital viewership finally surpasses the time spent watching TV.
Statistic #4: The Demand for Video Content Will Continue to Rise
A study was conducted on the type of digital channels and media people love to spend their time on.
The following table summarises the kind of content people want to see from brands or the businesses they interact with:
|The Kind of Content People Expect to See from Brands|
|Social Media Images||41%|
|Social Media Videos||34%|
|Blog Articles and Posts||18%|
|PDF Content that they can download and read later||17%|
As you can see, a majority of people want to see videos.
In other words, they want to see brands working with influencers to produce video content.
When it’s entertaining or promotional, online consumers prefer it when it’s packaged in a video format, not text or image.
Statistic #5: 86% of Marketers Choose Videos as their Primary Promotional Tool
In a survey dated 2021, 86% of respondents reported using videos as their primary marketing tool for their business.
This number has remained stable since 2018 (85% in 2020 and 87% in 2019), but not in previous years.
In 2016, only 61% of marketers thought using video as their primary marketing tool was a good idea. In 2017, the number increased, but slightly, to 63%.
It was until 2018 that marketers started realizing the impact of videos, with 81% agreeing to promote them as their primary content tool.
Statistic #6: The Number of Videos People Are Uploading Skyrocked in the Last Five Years
As the world heads towards a video-centric content consumption model, it’s natural to see people uploading more videos.
According to Wistia, the number of videos uploaded on the platform shot from 5.7 million in 2017 to 15 million in 2020. That translates to a 263.5% increase in uploaded videos between the two years.
Statistics #7: 80% of the Population Say They Prefer Video Over Text
80% of people would rather get information through watching than reading. Videos are no longer optional for brands looking to marketers to millennials and Gen-Zers.
Studies also show that viewers are likely to retain more information after watching it instead of going through written text. While written content provides a more in-depth explanation, videos are more engaging.
68% of consumers also say they’d rather watch a video to learn about a product or service.
Suffice it to say that when there’s some learning involved, it always helps to package it in a video. And only use text when you need to elaborate or explain further.
In other words, text content tends to work well with skimming, backing claims, and expounding further.
Statistics #8: 500 Hours of Videos Are Uploaded on YouTube Every Minute (TubeFilter)
As of June 2022, content creators were uploading more than 500 hours of video on YouTube every minute. That translates to about 30,000 hours of fresh video content every hour and approximately 720,000 hours of videos every day.
To put everything into perspective, it would take an average person 82 years to watch YouTube videos uploaded within an hour. That’s like a lifetime of watching YouTube videos.
Media habits have taken a 360, especially among the young generation. The more the media fragments, the more it becomes challenging to develop a successful marketing strategy.
Attest released its annual report not long ago. About 59% of young adults spend more than 3 hours on social media daily.
TikTok is the second most popular social media platform for this age group, trailing only YouTube.
60% of young adults visit TikTok daily (compared to the 61% who visit YouTube daily).
We’re only counting five years since TikTok was launched. But the platform has managed to attract more than 1 billion monthly active users.
Internet users are twice as likely to share video content with their friends and family than any other form of content.
And that includes blog posts, product pages, infographics, and social media posts.
That’s because videos are more engaging and more likely to appeal to the emotional side of the viewer when compared to text.
Statistic #11: 96% of People Say they Have Watched an Explainer Video to Learn About a Topic or Product (Business Butler UK)
Nearly everyone has watched an explainer video to learn about a product or service.
An explainer video is a short, animated video that explains a concept, product, or service in an easy-to-understand way. They are typically used for online marketing, sales, and educational purposes and often feature a voiceover, music, and graphics to help convey information. They can be used to explain complex ideas, demonstrate how a product works, or introduce a new business to potential customers.
Statistics #12: 88% of People Say They’ve Been Convinced to Buy a Product or Service After Watching a Video (WyzOwl)
88% of the population have purchased a product or service on a whim after watching a video.
That’s how convincing videos are.
Statistics #13: 78% of people Watch Videos Every Week
78% of people watch a video every week, while 55% do it daily. A day hardly goes by without more than half of the people watching a video.
Statistics #14: Give the Option to Choose between Videos and Text 59% of the population would choose a video
59% say they would choose to watch a video over text about the same topic.
So, in as much as there are people who still enjoy reading, a majority of users prefer your message better when it’s packaged in a video.
Statistics #15:Video Marketing Channels in 2023
Which channels do marketers plan to use in 2023?
88% of marketers will include YouTube in their 2023 video marketing strategy.
68% will include LinkedIn.
68% will include Instagram videos.
Here’s a detailed breakdown of the channels marketers will use in their marketing strategy in 2023:
Statistics #16: Video Production Practises in 2023
36% of marketers plan to spend less than $2500 on their video project, while 14% don’t mind exceeding $10,000.
53% of marketers also plan to create a brand or explainer video this year, both of which share the story of how their brands were conceived, the values they stand for, and why consumers should care about them.
64% of marketers share between one and four videos every month across different channels.
Statistics #17: Video Distribution Statistics:
Websites and social media are the most preferred channels for video content distribution.
Asked to choose which social media channel to distribute their content, 29% chose LinkedIn, 24% chose YouTube, and 19% chose Facebook.
Statistics #18: Consumer Habits
Only 4% of marketers don’t like brand videos.
The top three platforms consumers use to watch videos include YouTube, Facebook, and Instagram.
58% of consumers prefer watching videos on their smartphones. Only 19% prefer watching them from their laptops.
The top two qualities of a good or engaging video, as reported by consumers, are authenticity and storyline/messaging.
Statistics #19: Using Videos to Attract Customers
84% of marketers reported videos helped them generate new leads (Wyzowl)
85% of marketers suggested videos as the most effective way to attract attention online (Animoto)
Videos are the #1 way people discover the brands they purchase from (Animoto)
90% of consumers say they have discovered a new brand of product from a YouTube video (Google)
Statistics #20: Using Videos to Nurture Prospective Customers and Leads
94% of consumers say videos have helped them increase user understanding of their products and services (Wyzowl).
Also, viewers are more likely to retain 95% of information or message if it’s served as a video (Social Media Week)
Statistic #21: Using Videos to Close Deals
Maybe you didn’t know, but videos can be an excellent conversion tool.
First, videos allow consumers to see a product or service in action, pre-emptively responding to any question they might have.
It’s an excellent tool to overcome any final objection they might have.
Now, here are some interesting stats to back up this claim:
- More than 50% of consumers say videos have helped them decide which brand or product to buy (Google)
- 84% of consumers admit to having been convinced to buy a product or service after watching a brand video (Wyzowl)
- 78% of marketers admit videos have directly helped them increase sales (Wyzowl)
- 93% of brands say they have gotten a new customer after posting a video on social media (Animoto)
Statistics #22: Using Videos to Delight Your Customers
The biggest mistake you can ever make as a marketer is to ignore your customers after they purchase your products or services.
One of the ways to improve your customers’ post-purchase experience is through videos.
The idea is to produce videos that ensure the customer gets the most out of the product or service they’ve just purchased.
Here are some stats to prove that videos can help you delight your customers and get them to become your brand loyalists:
- 93% of consumers say they find videos helpful after they have purchased a product or service, especially for their instructions (Animoto)
- 43% of marketers say videos have helped them reduce the support calls they used to receive (Wyzowl)
Statistics #23: Video Statistics By Channel
After exploring random video marketing statistics, let’s see if we can break down these stats by marketing channels:
- YouTube is the number one social media platform for driving purchases
- 87% of consumers say that watching or shopping on YouTube has helped them decide on whether or not to purchase a product or service
- 65% of viewers single out YouTube as their most preferred platform for watching UGC (user-generated content)
- 40% of shoppers say they have purchased a product they discovered after watching a YouTube video
- 83% of people say they prefer to watch videos on YouTube than any other platform
Statistic #24: Video Statistics For Instagram
58% of consumers admit to being more interested in a product or brand after seeing it in their Instagram stories (Instagram)
50% say they visited a brand’s website to purchase a product or service after seeing it on their Instagram stories (Instagram)
One in every four consumers has purchased a product or service after seeing it in their stories (Animoto)
77% of marketers say they have published a video on IGTV (Animoto)
Statistics #25: Video Statistics for Facebook
The recommended video length for driving engagement on Facebook is 2 to 5 minutes (Social Insider)
Facebook accounts with more than 100,000 followers post 71% of all the video content you see on the platform (Social Insider)
Statistics #26: Video Statistics for TikTok
TikTok is considered the most untapped social media platform. Only 1 out of 10 video marketers have given the platform a shot. And from those who’ve tried, 66% report receiving massive success (Wyzowl)
63% of TikTok videos with high-click-through rates highlight a product or its key message within the first three seconds (TikTok)
TikTok videos short vertically have a 25% more watch-through time than those shot horizontally (TikTok)
Statistics #27: Video Statistics for Twitter
Tweets with videos receive ten times more engagement than those without (Twitter)
Promoted tweets that feature videos save over 50% on the cost per engagement (Twitter)
Over 2 million videos are watched on Twitter every day (Hootsuite)
Videos are the number three reason people love Twitter (Hootsuite)
Users are 20 times more likely to share a video on LinkedIn than any other type of content (LinkedIn)
LinkedIn videos designed to be viewed silently have a 70% chance of being watched until the end (LinkedIn)
Statistics #29: The Video Statistics on Other Channel
- These five video streaming apps, Netflix, Hulu, Amazon Prime, YouTube, and Disney Plus, account for about 80 percent of connected TV viewing
- Streaming households first eclipsed household pay TV in 2020
The human brain processes video 60,000 faster than text. That fact alone should be enough to convince you to consider integrating videos into your content marketing strategy.
Videos Improve Brand Recall
People don’t retain much of the information they read online without finding time to go over them more than a few times. However, things are a little different with videos.
Studies show viewers can retain up to 95% of the message or information they receive by watching a video. With text, only 10% of the information is retained.
That explains why videos are suddenly the craze.
That’s because people are more likely to recall a story they watched than a listicle they read online. Videos also give marketers the creative license to convey their message in a short but concise narrative that engages their audience in a way that a text can’t achieve.
You can easily convey your personality in a video and create a lasting impression on viewers interacting with it. While your audience won’t have the time to dig through huge chunks of text to make sense of the message you’re trying to convey, a quick, upbeat video can quickly get through them.
Videos Elicit Action
Videos elicit strong emotions that get the viewer to act. Their auditory and visual cues speak to our core, motivating us to do something.
Kissmetrics did a study on this. They found that videos with calls to action generated 380% more clicks than text content with the same CTA.
That’s why it’s advisable to include a CTA at the end of every video you produce. Whether it’s to guide viewers to sign up for your newsletter, share the video, or check out your website for a free service or SaaS product.
Always guide your viewers towards doing something. Otherwise, you’ll be wasting all the potential a video has.
Videos Are Easier to Create than Text
Technology has simplified the video creation process. You don’t need to hire a high-end video production team or attend any video editing or production school to produce high-quality videos. Nor do you have to purchase any high-end video production equipment.
You can use your smartphone if you can’t purchase a DSLR camera (which isn’t expensive, by the way).
Editing isn’t a problem, either. The internet is brimming with video editing software programs that take the hassle off editing a video.
You can upload your video footage and make a few clicks here and there, and the programs will work their magic to piece together the pieces and enhance their quality.
Each video editing software program is different. Also, they each have their own unique features.
You want to experiment with a few free versions before opting for paid ones.
- The software should allow you to import videos directly from your camera or film it from the program itself
- Let you add music or other soundtracks to your video
- Incorporate text and common shapes onto your videos
- Speed up or slow down the video 1 to 2x times at least
- Export videos in 480p + quality
- No branded watermark
- High-definition export
- Scrub the video while editing
- Multi-track timelines and editing
- Professional transitions