Video is becoming an increasingly popular tool for marketers as more and more users prefer to engage with this type of media when making purchasing decisions. It’s therefore important to know the statistics surrounding the topic so that you have all the information you need in order to use it effectively.

 

Who?

Although your video’s audience should ultimately be representative of your ideal buyer persona, it’s good to get to grips with the general statistics that show who’s really watching the video.

1) Adults: 3 in 4 reported they watched YouTube videos on their mobile at home

2) Millennials: 70% are watching videos to learn how to do something or learn about something they were interested in.

3) Teachers: With over 2 million views of classroom set-up videos, and watch time hitting 300,000 hours, it shows teachers have a strong attraction to video.

4) B2B: 86% of people are more likely to watch video relevant to their job, and 75% are more likely to watch video that references their specific industry.

5) Men are the bigger audience, spending 40% more time than women watching videos.

 

Format

We now take a look at the statistics showing what sort of formats are popular and the considerations you should make when choosing whether your video has sound, if it should be horizontal or vertical and what the optimal length is.

6) If your video is going to be promoted through Instagram stories, you may want to consider using sound – statistics show 60% of them are viewed with sound.

7) If your audience is on LinkedIn, it’s preferable to use subtitles as 80% of videos are viewed with no sound and 70% of these silent videos are being watched right until the end.

8) When it comes to the layout, statistics show that 70% default to horizontal viewing when watching videos on their phones and 75% prefer to watch videos this way. Also, when a video isn’t optimised for either horizontal or vertical viewing the satisfaction and experience of 82% users were affected.

9) When it comes to the length of your video,  it will ultimately depend on the type you are creating. With an explainer video you should aim for around the 1 minute mark – 50% of consumers believe this is the correct time frame, and 68% of people prefer to learn about a new product or service through shorter videos.

 

Content

You know your audience and format, but now you need to consider what the content should be. Here are some statistics showing the type of video people are expecting and choosing to watch from brands.

10) 65% of people are using video to view ‘fix-it type’ of information.

11) 85% of people are using YouTube videos to learn something.

12) 7 in 10 people turn to video when they need a problem solved.

13) The above three points are further supported by the fact that 39% of users are looking for brands to produce explainer type videos. 12% would like demo videos to give the type of content they are looking for.

14) People want to see video content showcasing reviews – 50000 years of product review videos watched on mobile between 2015-2017

15) If you’re in the wellness industry, great news – video is really for you! Statistics show that when content was focused on relaxing, watch time increased over 70% between 2017 to 2018.

 

Performance

There wouldn’t be any point in producing a video if it didn’t get results. So let’s explore some statistics that show just what video could do for your business.

16) When social videos get shared 12 times more than text and images combined, it means you’re likely to get your video in front of more people.

17) Instagram has been successful for 88% of marketers in 2019.

18) Click-through rates in email are increased by 96% when video is used.

19) 41% of marketers report support calls have reduced due to the use of video.

20) 66% of leads are more qualified when video has been utilised.

21) Conversion is increased by 80% when video has been added to the landing page

22) If you’re a SaaS company, listen up: with 79% of people reporting that a video has convinced them to buy a piece of software or app, you may want to start adding it to your strategy.

23) If you have difficulty explaining your product or service, a video may be a good route to go down with 94% of marketers reporting user understanding was increased through video.

24) 80% of shoppers who watched a related YouTube video at the beginning of their shopping process went on to purchase.

25) Companies who are using video have seen 41% more web traffic from search than non-users, and 157% increase has been found in organic traffic from search engines.

26) 65% of executives who have watched a video go on to visit the brand’s website and 39% call them.

With all these positive indicators surrounding video, it’s not hard to see why this medium should have a vital place within your marketing strategy. Just keep in mind who your video is for and its core purpose. To help you do this we have a great video planning template you can download.