Video is the most engaging online content type. Most people probably know that even without any statistical proof.
But do you actually know how many ways video marketing impacts your consumers, their purchase behavior, sentiments, long-term brand loyalty, etc.?
And what about video content’s impact on your business, employees, work culture, communication modes, and productivity?
There are just so many ways video content marketing has changed our lives and businesses forever and for the better.
So, in this article, we’ve compiled some of the most eye-opening video marketing statistics that’ll help you realize how video has taken over the world around us.
Most of these stats come from Loom’s original research and survey reports. But we’ve also taken video marketing stats from other reliable sources to give you the complete picture.
Top Video Marketing Stats [2022]
The last few years have seen a meteoric increase in video content creation. This is not only because of the rise of new and user-friendly video content platforms but also because video creation is much more accessible thanks to smartphone cameras.
Let’s start with general video marketing statistics to give you an idea of the size of the video content revolution.
An average internet user devotes 33.3% of their internet time to watching videos (Source)
54% of consumers want to see more video content from brands they support. (Source)
59% of marketers consider video their most preferred content format (Source)
85% of marketers say short-form videos have the highest audience engagement among all content types. (Source)
53.4% of B2B marketers use video content for creating brand awareness, generating leads, and deriving sales. (Source)
66% of companies used video content marketing in the last 12 months (Source)
69% of B2B companies have invested more in video content marketing in 2022 than in 2021. (Source)
69% of users watch online videos with the sound off. (Source)
As the stats show, everyone from consumers and marketers to entrepreneurs and corporate professionals are creating and consuming more video content than ever.
If you’re still waiting on the sidelines, create your first video with Loom in just a few minutes.
Video Marketing ROI Stats
Creating high quality brand videos requires investment in equipment, production, and storytelling. But it’s all worth it because of video content’s return on investment (ROI).
Here are a few stats on the ROI of video marketing.
51% of marketers say webinars and webcasts have the highest ROI among all video content types. (Source)
68% of marketers agree that publishing organic video content has a better ROI than Google Ads. (Source)
Product videos increase eCommerce sales by 73% on average (Source)
74% of marketers realized an ROI of 50-500% using video testimonials on their sites and social media platforms (Source)
With Loom, you can start creating video content for free using your webcam, external camera, or computer screen. So, even if you’re on a tight budget, you can benefit from video content’s rising popularity.
Video Marketing Engagement Stats
A picture is worth a thousand words. What does that tell you about video content which is essentially a compilation of thousands of frames? There’s no doubt video content drives engagement. This is why marketers love using it at every opportunity.
Here are a few video marketing engagement stats to show you just how much people love seeing it.
Our brains can process and store visuals in 13 milliseconds. (Source)
The human brain retains visual information 100x longer than text. (Source)
Including the word “video” in your email subject line improves the open rate by 6% (Source)
Video content inspires consumers to experience 2x deeper emotions, feelings, and moods. (Source)
Embedding a video on a landing page increases its conversion rate by 34% (Source)
Adding a relevant video to your blog content increases the average session duration by 1.4x times which positively impacts your site’s SEO. In easier words, visitors spend more time on pages with a video than plain text pages. (Source)
As the stats show, video makes everything from your blog content and emails to landing and product pages more engaging and valuable. Plus, it makes your one to one or one to many conversations more personalized and effective.
Video’s Impact On Work
Marketers have been using video content to better communicate their message and drive more sales. But video content has also started reshaping our day to day work and how we communicate with our coworkers.
Here are a few stats showing how video communication is transforming the workplace.
74% of office workers use group video conferencing at least once a week (Source)
7 out of 10 corporate leaders believe video communication makes employees more productive. (Source)
89% of employees believe video communication has significantly improved their productivity. (Source)
81% of employees believe their collaboration with colleagues has remained the same or improved after switching to remote work. (Source)
82% of employees believe they’re less likely to multitask during a live video call or recorded video (Source)
Video communication in the workplace has become more popular than ever in the post-COVID era. As our report “State Of Modern Work” shows, 71% of employees now prefer hybrid or fully remote work. But working remote or hybrid isn’t possible without using modern video communication tools such as video conferencing and recorded video messages. Which explains the stats we’ve discussed in this section.
How The Absence Of Video Impacts Communication
Let’s look at the alternate view now. What happens when companies don’t prioritize video communication and stick to the old ways of in-person meetings even for non-essential matters.
U.S. businesses lose at least $128 billion each year due to employees wasting time trying to communicate effectively (Source)
34% of professionals say they waste 2-5 hours every week in unnecessary meetings (Source)
97% feel the need to add something extra in digital communication to clarify tone. (Source)
93% have felt the need to write multiple sentences to fully explain something.
82% have felt the need to use extra punctuation (e.g. !!, ?!?, …). (Source)
77% have felt the need to use emojis, with 25% saying they do so often (Source)
72% of office workers feel frustrated using conventional digital communication tools. (Source)
These stats highlight two critical problems. First, modern workers increasingly feel in-person meetings are a waste of time, hurt their productivity, and cost their employees millions of dollars in the long run.
Secondly, the conventional digital communication tools lack personalization and make users work extra hard to accurately convey their messages and avoid confusion. This results in longer conversations with unnecessary messages and causes anxiety in employees who’re fearful their messages might be wrongly interpreted by the managers and colleagues.
As the previous sections in this article show, the solution to these problems is in switching to more personalized video communication tools that allow people to see each other during conversations and understand the intent of their messages.
But what kind of video communication is more effective in a corporate setting? Let’s find out in the next section.
Asynchronous vs Synchronous Video Stats
Most of online video communication happens through synchronous or asynchronous tools.
What’s the difference?
Synchronous Video Communication
Synchronous video communication happens live where all the participants of a conversation are online at the same time. Live video conferencing using Zoom or Skype are the most common forms of synchronous communication.
Asynchronous Video Communication
Asynchronous video communication is done through recorded video messages. They provide more flexibility to the corporate professionals allowing them to see and respond to messages at their convenience. Loom's native Mac screen recorder is an example of asynchronous video communication tools.
So, which video communication type is more effective, engaging, and profitable for modern businesses? The following stats tell the full story.
48% of professionals believe asynchronous (recorded) video messages allow them to easily communicate with co-workers without setting up meetings. (Source)
49.7% of remote professionals believe 40% or more of their time spent on live video conferencing (synchronous communication) is unproductive. (Source)
32% say the majority of digital work meetings could be replaced by recorded/asynchronous video. (Source)
90% of remote leaders in tech don’t like live video meetings at work. (Source)
98% of office workers experience stress from group video conferencing, coming in as the most stressful form of communication. (Source)
81% of workers say their workplace currently uses asynchronous video. (Source)
36% say that recorded/asynchronous video meetings have been the best side effect of remote work. (Source)
47% of workers prefer asynchronous video for communication as it offers the flexibility of when to watch. (Source)
48% of professionals believe company-wide update meetings should be replaced with asynchronous video updates.(Source)
41% of professionals think employee training should be done using asynchronous video rather than live in-person sessions. (Source)
32% of professionals prefer asynchronous video over meetings for IT issues and bug fixes. (Source)
32% of professionals believe all meetings should be replaced with recorded/asynchronous video updates. (Source)
56% of professionals say live Zoom meetings run unnecessary long and hurt productivity (Source)
As you can see, video conferencing and other forms of synchronous video communication have their benefits. But modern professionals feel asynchronous or recorded video messages give them more control over time, protect them from unproductive meetings, and prevent the ill effects of constant work pressures.
With Loom, asynchronous video messaging is easier than sending an email or making a voice call. When you have Loom's Chrome screen recorder, you can record, edit, and share video messages in just a few clicks.
Social Media Video Marketing Stats
Social media platforms like Facebook, Instagram, and LinkedIn have essentially become video-first platforms that reward native video content by providing it more exposure and engagement.
Here are a few social media video marketing stats to show you how marketers and consumers engage with video content on some of the top social networks.
31% of B2B marketers believe short-form videos on TikTok, YouTube, Facebook, and other video platforms are the third hottest social media marketing trend in 2022. (Source)
40% of the 1 billion Instagram users create Instagram video stories daily (Source)
88% of marketers use YouTube for video marketing making it the most popular video platform in the world. (Source)
YouTube is also the world’s second-largest search engine with 122 million daily active users. (Source)
Approximately 1.23 million hours of video content is uploaded to YouTube every day (Source)
70% of consumers in the US have purchased a brand because of a YouTube video ad. (Source)
Facebook earned $9.58 billion in global video advertising revenue in 2021. (Source)
Facebook users gaze 5x longer at video content than at text posts. (Source)
LinkedIn live video posts generate 7x more reactions and 24x more comments than regular posts. (Source)
77% of marketers say organic LinkedIn videos produce better results than Facebook, Instagram, and YouTube videos. (Source)
TikTok’s exponential growth has forced YouTube, Facebook, and even Instagram to follow the short-form video content model. With so much user engagement on short and long-form social media videos, brands cannot afford to sit on the sidelines without a comprehensive video marketing strategy.
What Do These Video Marketing Stats Reveal?
Whether you’re a SaaS company, an eCommerce brand, or a service provider, high-quality video content should be an essential part of your marketing and communication strategy. Because that’s what your target audience and modern workforce expects from you.
No matter what industry you’re in, start creating product tutorials, informational videos, and marketing content to establish your brand’s expertise.
Make video your default communication tool to facilitate a hybrid work culture and access the global talent pool that’s ready to remotely work with you.
Loom makes it easy.