Trends

The State Of Video Marketing - 2017 Statistics

Rick Schettino
rickschettino@gmail.com

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Video marketing now rules the Worldwide Web and marketers need to get with the program.

Year’s end. A good time for brands to reflect on their marketing experiences over the past year and develop marketing plans for the coming year. In case you’ve been busy with cat memes and missed it, video marketing now rules The World Wide Web.

To really drive this fact home, we’ve compiled some factoids for you that should compel you to get your video marketing game on...and fast.

As you’ll see from the statistics below, to say that video is blowing up the Internet would be an understatement. To say that brands need to get real about video marketing if they want to remain competitive would be an even greater understatement.

Just one measure - video views - will illustrate just how crucial video has become to online marketing. In the third quarter of 2014, Facebook users logged one billion video views. By the second quarter of 2015, just 6 months later, that number quadrupled, bumping up to 4 billion. Another 6 months later that number exploded to more than 8 billion.

Video is clearly king of the Internet.

Here’s another statistic that will give you some perspective on the growth of online video: More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

2017 Video Marketing Trends and Statistics

The team here at Creative Propulsion Labs did a little research to put together an overview of the state of video view marketing in 2017. We looked at a variety of information sources and compiled and organized the onslaught of video view marketing statistics into useful categories.

Many of these stats will give you insight that you can use to develop strategies that work for your brand, but the three most important takeaways here are:

  1. Video now dominates the Internet for both entertainment and consumer information.
  2. Content that includes video vastly outperforms video-less content in almost every marketing measure.
  3. Consumers desire video information about products and services and they trust video more than other types of media content.

Although you can find plenty of statistics lists online, the value we are providing in this article is to break them down into categories, such as: who’s watching, where they are watching, how much they are watching, what they are watching and most importantly, how effective video marketing is for marketers and how they are using video to boost their bottom line.

If you market your brand online, these statistics may just be the most important list you’ll read all year.

Here we go.

How many people are watching videos?

  • YouTube has over a billion users
  • Almost one-third of Internet users use YouTube
  • 85% of the U.S. Internet audience watches videos online (mobile and desktop)
  • 55% of people watch videos online every day
  • Over 500 million people watch videos on Facebook every day
  • 43% want more video content from marketers
  • The 25-34 age group watches the most online videos
  • Men spend 40% more time watching videos on the internet than women

How much video are people watching?

  • More than 500 million hours of videos are watched on YouTube each day
  • Facebook generates 8 billion video views on average per day
  • One-third of online activity is spent watching videos
  • By 2019, video traffic will account for 80% of all consumer internet traffic
  • 45% of people watch over an hour of Facebook or YouTube videos each week

How are audiences using video?

  • 85% of Facebook videos are watched without sound
  • 82% of Twitter users watch video content on Twitter
  • 90% of Twitter video views happen on a mobile device
  • 10 million videos are watched on Snapchat per day
  • 92% of mobile video viewers share videos with others
  • Videos up to 2 minutes long get the most engagement
  • Almost 50% of internet users look for videos product before visiting a store
  • 80% of consumers believe demonstration videos are helpful when shopping
  • 4 times as many consumers would prefer to watch a video about a product than read about it
  • Nearly two-thirds of consumers prefer videos under 60 seconds
  • 65% of video viewers watch more than ¾ of a video
  • “How-to” searches are up 70% year-over-year on YouTube
  • 92% of shoppers say visuals are the most influential factor in making purchase decisions
  • Mobile Video Statistics
  • By 2020, smartphones will account for 81% of total mobile traffic
  • Over 50% of video content is viewed on mobile
  • 33% of tablet owners watch one hour of video per day on their device

How much is live video being watched?

  • 50% of marketers plan on using live video in 2018
  • Periscope users have created more than 200 million broadcasts
  • Periscope users watch a combined 110 years of live video every day
  • Live video is given preference in the Facebook news feed
  • Video of a live event increases brand favorability by 63%

How are marketers using video?

  • Two-thirds of marketers and agency executives see video as the next trend in content marketing
  • 87% of online marketers use video content
  • 51% of marketing professionals worldwide name video as the type of content with the best ROI
  • Only 14% of marketers used live videos in their social media marketing in 2016
  • Square videos take up 78% more space in the Facebook News Feed and get more engagement than horizontal videos
  • 82% of B2C businesses report that video has become their most popular content marketing tactic
  • 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2018
  • 50% of advertisers are shifting budgets from TV to digital video

How effective is video marketing?

  • YouTube ads boast a staggering 95% visibility rate in 2017
  • Marketers who use video grow revenue 49% faster than non-video users
  • Social video generates 1200% more shares than text and images combined
  • Video drives a 157% increase in organic traffic from SERPs
  • Video on a landing page can increase conversions by 80% or more
  • Native videos on Facebook have 10 times higher reach compared to links to YouTube
  • The average CVR for websites using video is 4.8%, compared to 2.9% for those that don’t use video
  • 46% of users act after viewing an ad
  • An initial email with a video receives an increase click-through rate by 96%
  • Blog posts incorporating video attract 3 times as many inbound links as blog posts without video
  • Combining video with full-page ads boosts engagement by 22%
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
  • The average user spends 88% more time on a website with video
  • Online shoppers who view demo videos are 1.81 times more likely to purchase than non-viewers
  • Half of 18- to 34-year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator
  • 6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality
  • Marketers who use video grow revenue 49% faster than non-video users
  • 73% of B2B marketers say that video positively impacts marketing ROI
  • Replacing an image with a video on a landing page increases conversions by 12.62%
  • Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP
  • Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion rates than those that don’t
  • Video ads have an average click-through rate (CTR) of 1.84%, the highest of all digital ad formats
  • Enjoyment of video ads increase purchase intent by 97% and brand association by 139%

How much video is being produced?

  • 72 hours of video are uploaded to YouTube every 60 seconds
  • There are an estimated 400 hours of new videos uploaded to YouTube every minute
  • Periscope users have created more than 200 million broadcasts
  • More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years

 

Sources and additional reading

The following articles and infographics contain many of the same statistics listed in this article, however some of them provide additional insight and advice on video marketing. 

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