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Video Marketing and Sales Stats That Matter to Businesses

Video Marketing and Sales Stats That Matter to Businesses Skip Navigation December 17, 2020·13 min read

We’ve compiled the top video statistics that matter to businesses with everything from using video for sales calls and virtual conferences to video marketing trends for social media.

We know it can be hard to justify spending resources on a new content type without the data, especially for data-driven businesses. So if you—or your boss—are looking to understand the power of video and want the stats to back it up, then look no further. We’ve compiled the top video marketing statistics that matter to businesses to help you make the best decision for your marketing needs.

Or if you’re a sales leader or rep looking for more intel or insight on how video can grab your prospect’s attention, accelerate deal cycles, and close more business—we’ve got you covered too.

  1. Contents
  2. 1.Video for Sales Statistics
  3. 1.1Grab Prospects’ Attention
  4. 1.2Move Deals Forward to Close
  5. 1.3The Transition To Virtual Selling
  6. 2.Video Marketing Statistics
  7. 2.1Video Marketing Strategy
  8. 2.2Video Publishing and Production
  9. 2.3Video Length
  10. 2.4Video Engagement
  11. 2.5Video Analytics
  12. 2.6Online Video Statistics
  13. 2.7Mobile Video Statistics
  14. 2.8Video Email Statistics
  15. 2.9Video SEO Statistics
  16. 2.10Video Content Marketing Statistics
  17. 2.11Virtual Conference and Webinar Statistics
  18. 3.Social Media Video Statistics
  19. 3.1Facebook Video Statistics
  20. 3.2Instagram Video Statistics
  21. 3.3LinkedIn Video Statistics
  22. 3.4Twitter Video Statistics
  23. 3.5Snapchat Video Statistics
  24. 3.6YouTube Statistics
  25. 3.7TikTok Video Statistics

Video for Sales Statistics

Using video for sales has quickly become a priority for forward thinking businesses that are looking for the best ways to communicate with their audience and potential customers. The use of 1:1 video for sales conversations has exploded with an increase from 7% in 2019 to 40% in 2020, representing a 471% increase year-over-year. Looking at the video statistics below, it’s clear that sales reps would be smart to include video in their sales campaigns.

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Grab Prospects’ Attention

  • Nearly 90% of sales professionals report the importance of accessing video viewing data to qualify leads, engage prospects, or influence deals (Demand Metric & Vidyard, 2020)
  • 83% of respondents report that video is a form of content that is becoming more important to their organization (Demand Metric & Vidyard, 2020)
  • Business-created video webinars are high on the list of common content formats, when 73% of marketing and sales leaders say that they’re one of the best ways to generate quality leads (Hubspot, 2020)
  • Top performers favor cold calls over cold emails, and video is emerging as a top channel (McKinsey, 2020)
  • Sales team that use video get a 16% bump in email open rates (SalesLoft, 2018)
  • Sales teams that use video get a 26% increase in replies (SalesLoft, 2018)
  • Sales team who place videos after the first 10% of the email copy, but before the halfway point, see the biggest increase in replies—there’s also a slight bump for placing the video at the bottom of the email, such as in the post script (SalesLoft, 2018)
  • Sales emails containing video sent between the second and 20th day of the sales outreach process result in significantly higher reply rates (SalesLoft, 2019)

Move Deals Forward to Close

  • SaaS companies proposals that had video enjoyed a 41% higher close rate (Proposify, 2020)
  • Event Services company proposals that had video enjoyed a it’s a whopping 103% higher close rate (Proposify, 2020)
  • Nearly 90% of sales professionals report the importance of accessing video viewing data to qualify leads, engage prospects, or influence deals (Demand Metric & Vidyard, 2020)
  • The average product demo synchronous video call lasts 29 minutes and takes 79% of the meeting (Zoom/Chorus, 2019)
  • Deals that are closed/won used video 18.5% more than deals that are closed/lost (Zoom/Chorus, 2019)
  • Deals that are closed/won used screen sharing (on synchronous video calls) 26.3% more often than deals that are closed/lost (Zoom/Chorus, 2019)
  • The use of video in customer and sales conversations, as well as prospecting, increased by 93% since 2019 (Demand Metric & Vidyard, 2020)

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The Transition To Virtual Selling

  • 64% of those who transitioned to virtual sales this year met or exceeded revenue targets, compared to 50% of the leaders who did not make the transition (HubSpot, 2020)
  • Video and CRM tools were the number one and two enablers of success (HubSpot, 2020)
  • The adoption of virtual selling is creating a competitive advantage (HubSpot, 2020)
  • 30% of the underperforming sales organizations now have a FY21 business goal to enable their reps to sell remotely–for the long term (HubSpot, 2020)
  • Brands that use intermediate or advanced video content effectiveness measures report the highest levels of satisfaction with video (Demand Metric & Vidyard, 2020)

The Power of Video Since COVID-19 has increased the need to interact remotely, the power of video as a way to connect with customers has surged. Digital interactions with sales reps have increased 41 percent since the pandemic began, and online chat has increased 21 percent (McKinsey & Company, 2020)

Video Marketing Statistics

Marketing teams and content builders around the world have already been embracing the shift to digital channels in this last decade, but the COVID-19 pandemic has really forced businesses to rethink their traditional marketing campaigns to online platforms using video.

Websites and social media are the two most popular places to embed video content. Looking at our roundup of 2020 video marketing statistics, a picture is painted of an industry moving digital and the data to back your businesses case to embrace video marketing too.

Video Marketing Strategy

  • In 2020, 92% of marketers say that video is an important part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is only growing (HubSpot, 2020)
  • According to 88% of marketers, video marketing provides them with positive ROI. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now (Smart Insights, 2020)
  • The percentage of study participants who report video performs “much better” compared to other types of content grew from 11% in 2019 to 23% in 2020, representing a 109% increase since last year (Demand Metric & Vidyard, 2020)
  • Strikingly, new research shows that some 76% of sales leaders believe that remote sales interactions are equally or more effective than traditional in-person engagement in prospecting for new customers (McKinsey, 2020)

Video Publishing and Production

  • 99% of current video marketers will continue to publish video in 2020, and 95% plan to increase or maintain their spend (Hubspot, 2020)
  • Organizations that are creating over 51 videos each year grew from 13% in 2019 to 46% in 2020, representing a 254% increase year-over-year (Demand Metric & Vidyard, 2020)
  • Companies of all sizes report an increase in overall video production volume, with large companies moving from 23% in 2019 to 53% in 2020 (Demand Metric & Vidyard, 2020)
  • Enterprise organizations are split when it comes to allocating resources for the production of video content, with 34% relying on internal or mostly internal and 36% relying on mostly or all external resources (Demand Metric & Vidyard, 2020)
  • Small and Medium-sized organizations (both at 57%) rely more heavily on internal resources when it comes to video production (Demand Metric & Vidyard, 2020)

Video Length

  • 59.9% indicated that a video being too long would strongly deter them from watching (Animoto, 2020)
  • Facebook recommends that small businesses try keeping videos to around 15 seconds as much as possible. They shared that 47% of value in a video is delivered in the first 3 seconds (Animoto, 2020)
  • Videos that are an average of 26 seconds receive the most comments on Instagram (Animoto, 2020)
  • The majority of videos (73%) are less than 2 minutes long. Very few videos (only 2%) fall in the 10 to 20 minute range, showing that most videos are either short-form content meant to quickly share important messages or longer-form content (20 to 60 minutes), such as webinars, that provide a deep level of education (Vidyard, 2019)
  • On average, 52% of viewers watch a video all the way through, regardless of the video’s length—more than the 46% who would do the same in 2017. Over two-thirds (68%) of viewers watch a video to the end if it’s less than 60 seconds, but only 25% will finish a video if it’s more than 20 minutes (Vidyard, 2019)

Video Engagement

  • 51% report they are satisfied or very satisfied with the results they are getting from video in 2020 (Demand Metric & Vidyard, 2020)
  • 86% of people would like to see more video from brands in 2020. Out of these, 36% say they’d most like to see more educational/explainer video style content, with 14% wanting to see more product demos (Wyzowl, 2020)
  • People are twice as likely to share video content with their friends than any other type of content (Wyzowl, 2020)
  • The average retention rate for videos across the board is 52%. However, the amount of time people spend engaging with a video also depends a lot on how long it is. More than two-thirds (68%) of viewers watch a business-related video all the way to the end if it’s less than 60 seconds, but only 25% will finish a video if it’s more than 20 minutes long (Vidyard, 2019)
  • More viewers will watch a video that’s two to four minutes long all the way through than a video that’s between one and two minutes.This likely has to do with the actual video content. Shorter videos (like those in the one to two minute range), are usually more top-of-funnel and don’t tend to contain as much information, whereas slightly longer videos (in the two to four minute range) can come packed with a lot more value (Vidyard, 2019)

Video Analytics

Online Video Statistics

  • Millennials watch online videos for 2.4 hours per day while Gen Z averages 3.4 hours (HubSpot, 2020)
  • There are 235.1 million video viewers in the U.S., 82.8% of internet users (eMarketer, 2019)
  • The most common types of B2B videos are webinars, demos, and social media videos (Demand Metric & Vidyard, 2020)
  • Digital video’s share of time spent in relation to TV is higher in Canada than in any other country in eMarketer’s global forecast (eMarketer, 2019)
  • 26% of marketers listed “product how-to videos” as a top inbound marketing priority for their company (HubSpot, 2018)
  • 72% percent of households with wireless internet now stream video on their connected TV screens (Think With Google, 2020)
  • Video is expected to make up 82% of all internet traffic by 2021 (Influencer Marketing Hub, 2020)

Mobile Video Statistics

  • 75% of worldwide video viewing is mobile (eMarketer, 2018)
  • Roughly 71% of Gen Z teens use mobile devices to watch videos, while 51% use mobile for social media surfing (HubSpot, 2020)
  • Mobile video consumption rises by 100% every year (Insivia, 2018)
  • People are 1.5 times more likely to turn to mobile phones to watch a video (Facebook, 2020)
  • People are 1.5x more likely to watch video daily on a smartphone than on a computer (Facebook, 2020)

Video Email Statistics

Video SEO Statistics

  • 62% of Google universal searches include video, and that 8 of 10 of the video results come from YouTube rather than other video platforms (Searchmetrics, 2018)
  • Video is the #1 form of media used in content strategy, overtaking blogs and infographics (HubSpot, 2020)

Video Content Marketing Statistics

  • 64% of B2B marketers increased their use of audio visual content (videos, live streaming, and webinars) in 2019 over their previous commitment (Content Marketing Institute, 2019)
  • When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video. This compares to 18% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 2% who’d like a sales call or demo (Wyzowl, 2020)
  • 70% of businesses say they are creating more videos now compared to the same time last year (Animoto, 2020)
  • 63% of marketers said their organization plans to produce more video in 2019, falling only after social media (72%) and website content (65%) (MarketingProfs, 2019)
  • Aside from ranking high-budget video features as the least likely reasons for watching videos, millennials and Gen Z differ from older age groups in that they’re more accepting of user-generated content over professionally made videos (HubSpot, 2020)

Virtual Conference and Webinar Statistics

  • Data shows that by June 2020, attendees were spending 28x more time attending virtual events than they had been in January of 2020. In November, that figure jumped to 34x more than in January. In total for 2020, nearly 75 million attendees registered for more than one million virtual events on Eventbrite and logged over 100 million hours (Eventbrite, 2020)
  • 53% of virtual event consumers said they plan to attend both virtual and in-person events in the future — even when it is safe to gather in-person again (Eventbrite, 2020)
  • 25% of people watch webinars from their mobile device (Work Cast, 2020)
  • The sudden shift to virtual events in 2020 produced mixed results in terms of attendance. While just over half of the events lost audience in the transition, 46% gained attendees as a result. Removing travel requirements and audience familiarity with video presentations worked together to keep event attendance largely intact (Business Wire, 2020)
  • 50% of attendees at virtual events in 2020 were neutral on their experience, more or less getting what they expected. But nearly a third indicated that they had a better experience than expected (Business Wire, 2020)
  • 29% of all webinars are produced by software and technology companies, followed by financial services (14%), education (11%), and consulting (10%) (GoToWebinar, 2019)
  • 56% of webinar hosts said that they used both live and on-demand video (Letter.ly, 2020)
  • Studies show that 83% of people stated they would only attend one webinar per week (Letter.ly, 2020)
  • Over 28% of people watch recorded versions of webinars as opposed to live (Letter.ly, 2020)
  • 36% of webinar registrations occur between 8 and 10 a.m. (GoToWebinar, 2019)
  • 59% of registrations occur less than a week before the webinar and 17% happen the day of (GoToWebinar, 2019)
  • Email drives 57% of webinar registrations, followed by social (15%) and website/blog (14%) (GoToWebinar, 2019)
  • 57% of marketers now use live video within their strategies (Smart Insights, 2020)
  • Over a third (34%) of marketers are making use of Facebook’s live streaming options, creating in-the-moment videos that allow viewers to react in real-time. Instagram is the second most popular option, with 13% creating live videos on the platform (Smart Insights, 2020)
  • 93% of businesses landed a new customer because of a video on social media (Animoto, 2020)
  • Half of Gen Z and Millennials “don’t know how they’d get through life without video” (HubSpot, 2020)
  • 91% of marketers are satisfied with the ROI of video marketing on social media (Animoto, 2020)
  • 13% of social video viewers say that the option to use a “buy” button on a social network would increase their likelihood of purchasing a product—that’s 29% more than the average (Global Web Index, 2019)
  • 60% of internet users are social video viewers, including 70% of 16- to 24-year-olds (Global Web Index, 2019)
  • 16% of social video viewers have used vlogs to research products (Global Web Index, 2019)
  • 37% of businesses publish video content on social monthly, 24% publish weekly, and 13% share video every day (Buffer, 2019)

Facebook Video Statistics

  • 64% of businesses said that in the last 12 months, a video on Facebook resulted in a new client (Animoto, 2020)
  • Facebook users are 4x more likely to watch live streams than recorded videos (Sprout Social, 2020)
  • Users watch 85% of Facebook videos without sound (Sprout Social, 2020)
  • Native video gets more engagements and shares than any other content type on Facebook, including Facebook Live video (NewsWhip, 2019)
  • Square Facebook videos get 35% more views than landscape videos and outperform landscape videos in both “likes” and engagement (Sprout Social, 2020)
  • Facebook has become more effective as a video marketing channel than YouTube with 79% of video marketers using it – and 85% of those people say it’s been a success (Wyzowl, 2020)
  • 26% of Facebook users have watched a live stream video in the past month (Global Web Index, 2019)
  • Facebook Live Videos get, on average, 6x more interactions than regular videos (Facebook, 2018)
  • Facebook is the most popular channel for businesses to share video content, favored by 81% of businesses (Buffer, 2019)

Instagram Video Statistics

  • Video posts on Instagram receive more than 2x more comments than other types of posts (HubSpot/Mention, 2019)
  • 77% of marketers have posted a video on IGTV (Animoto, 2020)
  • Video posts on Instagram receive, on average, the highest number of likes—and engagement with video increased over the previous (HubSpot/Mention, 2019)
  • 500 million people use Instagram Stories—which is typically a combination of photo and video—daily (Facebook, 2019)
  • 47% of people say they find Instagram Stories helps them to be more authentic in their communication with friends and family (Instagram, 2018)
  • 39% of people say they’ve become more interested in a brand or product after seeing it on Instagram Stories (Instagram, 2018)
  • People share 95 million photos and videos on Instagram every day (WordStream, 2019)
  • 13% of Instagram users have watched a live stream video in the past month (Global Web Index, 2019)

LinkedIn Video Statistics

  • In 2019 LinkedIn has emerged as the most successful channel for video marketers, with an overwhelming 87% of LinkedIn video marketers describing it as an effective channel (Wyzowl, 2020)
  • LinkedIn Live streams have increased by 158% since February 2020 (LinkedIn, 2020)
  • Video is the most shared type of content on LinkedIn, over 20 times more than other forms of content (Business of Apps, 2020)
  • Videos shared in LinkedIn’s limited beta release of their video feature were shared 20x more than any other content (LinkedIn, 2018)
  • 80% of video views on LinkedIn happen without sound and content designed for silent playback is 70% more likely to be watched all the way through (LinkedIn, 2018)

Twitter Video Statistics

  • More than 2 billion video views happen every day on Twitter, which is 67% year-over-year growth (Twitter, 2019)
  • Tweets with video attract 10x more engagement than Tweets without video (Twitter, 2019)
  • Tweets with video are 6x more likely to be Retweeted (Twitter, 2018)
  • Promoted Tweets with videos save more than 50% on cost-per-engagement (Twitter, 2019)
  • Video Website Cards on Twitter deliver a 2x higher click-through rate than standard mobile video ad benchmarks and boost user retention more than 60%—because people watch the video while the site loads (Twitter, 2019)
  • 93% of video views happen on mobile (Twitter, 2019)
  • 13% of Twitter users have watched a live stream video in the past month (Global Web Index, 2019)

Snapchat Video Statistics

  • Snapchat Stories have 186 million daily active users (eMarketer, 2018)
  • Only 11% of video marketers say they’ve used Snapchat as a video channel, and – out of those – less than half report success (Wyzeowl, 2020)
  • 15% of Snapchat users have watched a live stream video in the past month (Global Web Index, 2019)

YouTube Statistics

  • Over 100 million people watch YouTube TV on their TV screens each month in the U.S. (Think with Google, 2020)
  • More than 80% of 12- to 17-year-olds use YouTube and about two-thirds do so daily (eMarketer, 2018)
  • More YouTube users accessed the site via mobile in 2018 (52.7%) than any other device, including connected TV (18.3%), desktop/laptop (16.7%), and tablet (12.3%) (eMarketer, 2019)
  • 90% of Canadians say YouTube helps them discover new products and brands (Think with Google, 2019)
  • People are 3x more likely to pay attention to online video vs. TV (Think with Google, 2019)
  • 60% of people watched YouTube content related to their passions in the past 24 hours—content about passions is 3x more important than content with famous actors (Think with Google, 2019)
  • In the past year, watch time has increased in the following categories: Home renovation (up 200%), makeup transformation (up 80%), keto diet (up 320%), wildlife (up 60%), new tech (up 200%), and new recipes (up 140%) (Think with Google, 2019)
  • More than seven in 10 Canadians feel empowered, motivated or confident after learning something new from a YouTube video (Think with Google, 2019)
  • 35% of Canadian and 40% of global shoppers say they’ve purchased products that they’ve discovered on YouTube (Think with Google, 2019)
  • Two-thirds of internet users watch YouTube at least once a week and more than one in 10 of those users watch DIY or how-to videos in a typical session (Consumer Barometer with Google, 2019)
  • 50% of social video viewers have watched a tutorial video that explained how to do something on YouTube in the past month; 43% have watched an educational video; 36% have viewed a video posted by a celebrity or vlogger; 35% have watched a video made by a brand; and 32% have watched a consumer review of a product (Global Web Index, 2019)
  • 51% of CEOs and CMOs and 54% of VPs and directors plan to add YouTube as a distribution channel for their marketing efforts in the next 12 months (HubSpot, 2018)

TikTok Video Statistics

  • TikTok – often cited as a video platform with huge potential – remains largely untapped, with only around 1 in 10 video marketers having given it a shot. Out of those who’ve tried it out, though, 66% report having seen success (Wyzowl, 2020)

Alanna Gurr

Alanna Gurr

Alanna is our Content Marketing Manager, a digital illustrator and lover of all things video.Outside of office life she can be found searching for that perfect cup of coffee, getting cozy with a good book or performing her own music across Canada.

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