Video Marketing Statistics 2018

Survey: The State of Video Marketing 2018

These video marketing statistics were gathered by surveying 570 unique respondents in December 2017. The respondents consisted of both marketing professionals and online consumers. Respondents were categorised as marketers or consumers according to their answer to a preliminary question, to ensure they were only prompted to answer relevant questions.

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Usage, Spend, and ROI

Businesses using video

81% of businesses use video as a marketing tool. (up from 63% in 2017)

Out of those…

99% of businesses who use video say they will continue to do so in 2018. (the same percentage as last year)

85% of businesses regard video as an important part of their marketing strategy. (up from 82% in 2017)

82% of businesses plan to spend more on video marketing in 2018. (the same percentage as last year)

78% of marketers say video gives them a good ROI. (down from 83% in 2017)

Businesses not using video

Out of the 19% of businesses that aren’t using video:
65% of businesses who don’t currently use video say they intend to start using it in 2018. (up from 34% in 2017)

The average person

The average person watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours.

Analysis:

Video has soared during the last 12 months, with a 17% leap in usage. This looks set to carry on into 2018 – around 2 out of 3 businesses not currently using video plan to start in 2018, and, almost unanimously, those who already use video plan to continue. The vast majority also plan to increase or maintain spending on video in the next twelve months – although it’s interesting to note that there’s been a slight fall in the number of marketers reporting positive ROI from video.

Video Marketing Effectiveness

As a business

97% of marketers say video has helped increase user understanding of their product or service.

76% say it helped them increase sales.

47% say it helped them reduce support queries.

76% say it helped them increase traffic.

80% of marketers say video has increased dwell time on their website.

Analysis:

Video has soared during the last 12 months, with a 17% leap in usage. This looks set to carry on into 2018 – around 2 out of 3 businesses not currently using video plan to start in 2018, and, almost unanimously, those who already use video plan to continue. The vast majority also plan to increase or maintain spending on video in the next twelve months – although it’s interesting to note that there’s been a slight fall in the number of marketers reporting positive ROI from video.

As a consumer

95% of people have watched an explainer video to learn more about a product or service.

81% of people have been convinced to buy a product or service by watching a brand’s video.

69% of people have been convinced to buy a piece of software or application by watching a video.

Analysis:

Consumers continue to value video content highly as part of their buyer journey. While viewers most commonly use video as a starting point to build their knowledge about a product or service, it’s also interesting that video has also acted as a ‘tipping point’ for an overwhelming majority of consumers – a decisive factor that convinces them to buy or download a product or piece of software.

Having watched a branded video that they enjoyed, 83% of consumers would consider sharing it with their friends.

85% of people say they’d like to see more video from brands in 2018.

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.

Analysis:

This data underscores the popularity of video content among consumers. When marketers create content that adds value, the audience is almost overwhelmingly happy to give that video extra impact by sharing it with their own friends. Consumers are also keen to see more video content from brands over the next twelve months, and continue to prefer watching video to reading text.

Emerging Trends

YouTube Video
87% of marketers have published video content on YouTube.
Out of those, 90% found it to be an effective strategy.
87% of marketers say they plan to use it in 2018.

Facebook Video
68% of marketers have published video content on Facebook.
Out of those, 87% found it to be an effective strategy.
70% of marketers plan to use Facebook Video in 2018.

Webinar
44% of marketers have hosted or participated in a webinar.
Out of those, 87% found it to be an effective strategy.
49% say they plan to host or participate in a webinar in 2018.

Instagram Video
41% of marketers have used Instagram video.
Of those who used it, 78% found it to be an effective strategy.
44% say they plan to use Instagram video in 2018.

Twitter Video
39% of marketers have published video content on Twitter.
Out of those, 70% found it to be an effective strategy.
40% plan to use Twitter video in 2018.

LinkedIn Video
38% of marketers have published video content on LinkedIn.
Of those who used it, 75% found it to be an effective strategy.
55% plan to use LinkedIn video in 2018.

Facebook Live
34% of marketers have used Facebook Live.
Of those who used it, 81% found it to be an effective strategy.
37% plan to use Facebook Live in 2018.

Interactive Video
20% of marketers have used interactive video.
Of those who used it, 78% found it to be an effective strategy.
28% plan to use interactive video n 2018.

360 Video
15% of marketers have used 360 video.
Of those who used it, 62% found it to be an effective strategy.
16% of marketers plan to use 360 video in 2018.

Virtual Reality
14% of marketers have used virtual reality video.
Of those who used it, 67% found it to be an effective strategy.
14% of marketers plan to use VR in 2018.

Snapchat
11% of marketers have used Snapchat video.
Of those who used it, 27% found it to be an effective strategy.
Just 9% plan to use it in 2018.

Analysis:

YouTube remains the most popular (and most effective) sharing platform for video content, and there are no signs of that trend being reversed in the next year.

LinkedIn video looks set to grow significantly in the next year, with a 17% discrepancy between those currently using it, and those planning to in 2018.

Despite relatively low adoption (less than 1 in 2) webinars are highly valuable to marketers, with 87% reporting to have found it an effective strategy.

Many trends that are perenially touted as the future of video marketing continue to stutter – adoption remains low for 360 Video and Virtual Reality, and companies are also struggling to demonstrate the effectiveness of these technologies. Both tactics look set to rise in adoption during 2018, but only by a single percentage point each.

It’s been a particularly disappointing year for Snapchat video. It’s adoption remains around the 1 in 10 mark among marketers, only a quarter of those found it to be effective – and it’s the only tactic which looks set to drop in usage in 2018, with less than 10% planning to try it in 2018.