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All Marketers Do This: The Newest Video Marketing Statistics You Cannot Ignore


Video marketing has become a ubiquitous presence on social media platforms, such as Instagram Reels, TikTok, and Facebook ads, and has become increasingly easier for brands to use in their marketing strategies, with 38% of marketers claiming it is now easier to make videos in-house. But how effective is video marketing, what kind of content works best for your brand?

To answer these questions, let's take a look at some stats.

All marketers do this…

  • 96% of marketers say video is an important part of their marketing strategy. This statistic has increased by 5% from 2022. The types of video content created will vary based on the platform used, with short, snappy video ads for social media and longer product demos for landing pages being among the many options.

  • 52% of companies create videos to educate their audience about their products. These types of videos also saw the most engagement and ROI.

Some video viewer statistics

  • People watch an average of 17 hours of online video per week in 2023, which has actually fallen from an average of 19 hours in 2022.

  • People watch videos for 84 minutes every day worldwide. People in China and Sweden watch the most videos daily, at approximately 103 minutes.

  • Videos are twice as likely to be shared than any other type of content, with people being 52% more likely to share video content than social posts, product pages, or blog posts.

  • The average video retention rate for videos is 54%, meaning that 54% of viewers watch all the way through. For anything under 60 minutes, video retention rate increases to 62%.

  • More people are watching videos with closed captions. This is because more and more people are watching videos without sound, making captions necessary for accessibility.

  • 75% of people watch short-form video content on their mobile, so it's important to optimize your short-form video content for mobile devices. This is due to social platforms like TikTok and YouTube, which make mobile video super-accessible.

About types of video content

Short-form vs. long-form video

Short-form videos (those lasting less than 60 seconds) are typically better for engagement, but it often depends on the channel and topic. However, more brands are now creating long-form video content, such as webinars and fireside chats, and viewers are watching them. 16% of viewers stuck with a 60-minute video all the way through.

Explainer videos

The inclusion of explainer videos on landing pages leads to a 86% higher conversion rate.

A significant 96% of individuals have viewed an explainer video to gain a better comprehension of a product.

Additionally, 68% of users opt to watch an explainer video on how to repair a product rather than contacting customer support. Finally, 85% of individuals are more inclined to purchase a product after watching an explainer video

Product demo videos

When it comes to making a purchase, 69% of consumers find that a product demonstration is the most helpful tool. Demonstrating your product is one of the best ways to show your audience how it works. It enables you to delve into the specific features and highlight the nitty-gritty details of your product or service.

If you want to create video content that truly connects with your audience, it's important to understand their emotional responses to your content. That's where Empath comes in. By analyzing your video content, Empath can help you better understand your audience's emotions and reactions, allowing you to optimize your video ads for maximum impact. So why not give it a try? By creating video content that truly resonates with your viewers, you can increase engagement, build brand loyalty, and ultimately drive sales.


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