April 29, 2024

Video Marketing Statistics in 2024


Did you know that people average about 47 seconds on a screen before they're off to something else? 

Also, according to Insivia, people retain 95% of what they watch in a video but only 10% of what they read in text. 

So, it’s clear that marketers need to grab people's attention quickly and that videos are the way to do it. Let's take a look at how they’re using video to keep people engaged at a time when every second counts. 

What video content is trending?

When it comes to marketing in 2024, short-form videos are the most popular. In fact, according to Hootsuite, about 73% of consumers like to watch short videos when looking for products. On average, 60% of these videos are watched for 41% to 80% of their length, which is solid engagement. 

In terms of the type of content to focus on, Wyzowl noted that live-action takes the lead with 48%, closely followed by animated videos at 24% and screen-recorded content at 22%. Hubspot and Dash say this type of video content is trending in 2024:

Video Marketing Statistics

Who creates video marketing content?

Video marketing is gaining serious traction across the board. Vidico says 87% of B2B marketers use video marketing, while Siege Media found that 69% of content marketers are all about video, too. Plus, it's not just B2B brands; SaaS and B2C brands are also seeing the benefits and focusing on video marketing in 2024.

How is video success measured?

Businesses use different yardsticks to measure video success. And in 2024, they’re focused on a few stats:

Video Marketing Statistics
  • Engagement: According to Wistia, marketers are checking engagement graphs and heatmaps and using video analytics dashboards to track likes, shares, and comments.

  • ROI: Metrics like likes and shares, engagement, and views show how much buzz their videos are generating, according to Wyzowl. Results like sales and leads are also important.

  • Conversion: Wistia's data shows that annotations, CTAs, and email capture forms are driving action. Capture forms lead the pack in conversion rates, followed by CTAs and annotations.

By keeping an eye on these stats, businesses can ensure they're hitting the mark with their audience.

How much does video marketing cost?

When it comes to the budget for video marketing:

  • Wyzowl found that most marketers put around 21-30% of their budget into it, but it varies quite a bit.

  • 85% are planning to keep spending the same or even more on video next year.

  • Almost 7 out of 10 marketers are paying for video ads, while about a third are relying on reaching people organically.

  • According to Hubspot, short-form video ranks #1 for ROI, with 56% of marketers increasing investment in TikTok.

There's no set rule for how much to spend on video marketing, but most marketers think it's worth investing in, whether through paid ads or organic reach. Even though opinions differ on costs, everyone agrees that video marketing isn't losing its popularity anytime soon.

What's the ROI?

For most marketers, video marketing pays off. According to Wyzowl, 90% say it brings good ROI. Short videos, especially those lasting 30-60 seconds, do well across the board. Take a look at what they help to accomplish. 

Video Marketing Statistics

Consumers are clearly into videos, with 82% making purchase decisions based on what they see. Quality is important, too, with 87% saying it influences how much they trust a brand.

It’s clear that video marketing delivers results, but it’s key to track the right numbers and adjust your tactics to make the most of it.

What are the challenges of video marketing?

Creating videos can be a hassle for businesses. Recent surveys by Wistia show that 61% of companies struggle with time and bandwidth, while issues like small team size, limited resources, and technical challenges compound the difficulties in video production.

Despite these hurdles, businesses aren't throwing in the towel on videos. In fact, 78% of them are keen on ramping up their production efforts in 2024. 

Solutions like Tella offer a straightforward way to tackle these challenges. Tella provides entrepreneurs with simple and powerful screen recording capabilities, making it easy and affordable to produce professional-quality videos without the usual hassle.

So, if you're looking for an easier way to engage with your audience, Tella might just be the solution you need.

What are strategies for video marketing?

Here's how to put out great video content in 2024:

  1. Know Your Audience: Learn about their likes, where they live, and what they like to buy. Then, make videos that match their interests.

  2. Make Videos Personal: Use data to personalize content for each viewer. Add fun things like quizzes or polls to keep them engaged.

  3. Keep it Short: These days, people like short videos. So, make them quick and catchy, especially on apps like TikTok and Instagram.

  4. Go Live: Chat with your audience in real-time through live videos. Show them new products or take them behind the scenes.

  5. Tell a Story: Show how your product helps solve problems or share stories from customers.

  6. Get Found: Make sure your content can be easily found online by using the right keywords and tags.

  7. Use Many Platforms: Share your videos on different websites like YouTube, Facebook, and Twitter. Make sure the content fits each platform's style.

To really make an impact, tweak your video players, improve resolution, and add features like closed captions. It all adds up to a better experience and more engagement with content. 

How to get your videos out there

Distribution is key to getting the most out of video content. Businesses are using various channels to share their videos. Their websites are a top choice for hosting, followed by email, LinkedIn, YouTube, and other social platforms. 

According to Wyzowl, YouTube is a hit, trusted by 90% of marketers, with Facebook, Instagram, and LinkedIn not far behind. 

What’s to come in 2025

By 2025, Vidico expects 82% of traffic to be videos, and AI is set to play a massive role. Experts foresee AI generating 90% of content by 2025. Tools like Sora, developed by OpenAI, can create realistic videos using basic text prompts. 

Google and Meta are also investing in AI video research. This means that soon, creating lifelike videos could become accessible to everyone without the need for advanced CGI skills. Stay tuned. 

Tella — Screen recording for entrepreneurs

Tella — Screen recording for entrepreneurs