Video content has been an essential element in today’s digital marketing industry. Instead of long-form blog posts or simple infographics, videos have dominated as the primary form of media to reach a targeted audience and effectively deliver a message.

Over the past few years, video marketing has experienced an exponential growth. More and more digital marketers are using videos in their campaigns, and reports show that video content has gained an increasingly positive ROI.

Taking this into consideration, it is no wonder that online brands and businesses are looking to include and improve their video marketing campaigns even further. 

But what exactly should digital marketers expect from video marketing in the coming years? To give you a better idea, here are some key video marketing statistics as well as upcoming trends everyone should know about.


5 Essential Video Marketing Facts

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The Growing Use Of Videos For Marketing

It is common to see video content online nowadays. Whether browsing social media, checking search engine results, or looking through a website. This is because roughly 82% of the global internet traffic comes from video content and has been a primary marketing tool for online brands.

According to recent reports, 9 out of 10 (91%) businesses utilize video content in their marketing campaigns. This is a slight increase from last year’s 86% but a huge jump from the 63% reported five years ago.

Many say creating and using content has been vital to today’s online marketing strategies. This is because videos effectively boost brand awareness, reach target audiences, and promote products or services.

However, there are still a number of digital marketers who avoid using video as a marketing tool. According to reports, the primary reason why they don’t use video is because it takes a significantly long time and a lot of effort to create content. 

Aside from that, some say that video marketing is too expensive to adopt effectively. Despite this, a whopping 70% of non-video digital marketers plan to start using videos as part of their marketing campaigns in the near future.

But why the change of heart?

Marketers using videos as a marketing tool for the first state that video content creation has become a lot easier in recent years. Since recording and editing videos using a smartphone is possible, producing quality video content has become much easier, quicker, and cheaper. 


Video Marketing Success

Another factor that video content marketers look into when starting a campaign is its potential return on investment (ROI). A couple of years back, many had second thoughts about using videos as a marketing tool because it is expensive, and there are still a ton of questions about its ROI.

But nowadays, it is much easier to judge and gauge video marketing success using several key performance indicators such as views, shares, conversion rates, etc. 

So, what does a successful video marketing campaign look like?

Digital marketers use certain key performance indicators (KPIs) to gauge their campaign’s 

success with regard to specific marketing goals and objectives. According to the latest reports, some of the most used video KPIs include views, level of audience engagement, lead generation, click-through rates, and retention. 

A further assessment shows that 96% of marketers report that video content has helped increase user understanding as it is more engaging and effective in delivering information. In addition, 95% say videos are great for boosting brand awareness, while 91% and 90% of video content marketers state that video has helped increase traffic and leads.


The Video Marketing Audience

Video marketing success is not possible without the participation of a targeted audience. Therefore, it is important to also look at the audience’s behavior and habits better to understand the effectiveness of a video marketing campaign.

Reports show that online and social videos have a massive audience reach of 92%. In addition to this, there has also been a massive increase in the global average for video consumption. 

In 2019, the average video watch time was only 39.7 minutes daily, which grew to 43.7 minutes by 2020. By early 2023, the global average for video consumption has risen to 84 minutes per day. 

But how does this affect online businesses and brands when it comes to their buying behavior and purchasing habits?

Research shows that 96% of web users watch videos to learn more about a particular brand, product, or service. 89% of them state that they have been convinced to buy a certain product after watching a video about it. 


Most Popular Type of Video Content

Using video for marketing purposes has been proven to be effective. However, it is important to understand that certain types of video content work better than others. Thus, the type of content that you produce can easily spell the difference between success and failure.

Considering this, reports show that brands lean toward three different styles of video content. 66% of video marketers have ventured into video live streaming and have adopted this video style in their marketing campaigns. 57% focused on screen-recorded videos, while 55% created animated videos.

In terms of video content style, online brands use a wide variety of formats. On top of the list are social media videos, with 71% of marketers using them as part of their campaigns. Next are explainer videos, with 70% designed to educate consumers. Other content styles include presentation videos, testimonial videos, video ads, teaser videos, and product demos. 


Top Video Marketing Channels

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Aside from the type and style of video content, placing also plays a crucial role in a video marketing campaign’s success. For videos to be seen, they should be visible to an audience.

Online videos are spread throughout various digital platforms and channels. However, there are places on the web where video content marketers get the most views, engagement, and ROI.

Social media platforms remain the most popular digital channel for marketers to distribute content. However, the most widely used video marketing platform is YouTube. 90% of digital marketers publish their videos on YouTube, the largest video-sharing social media platform worldwide. Facebook follows it with 86%, and Instagram and LinkedIn with 79%. 

On the flip side, the least used marketing platforms for video campaigns include virtual and augmented reality at 15%, 360 videos at 17%, and interactive videos at 31%. Surprisingly, digital marketers rarely use Snapchat (13%) and TikTok (35%) despite their deemed popularity among younger web users. 


Video Marketing Trends To Watch Out For

While the above-mentioned statistics have proven that video marketing has been effective, it is important to understand that marketing trends change ever so often. Considering this, here are some upcoming video marketing trends content marketers need to watch out for.


Captions for silent viewers

There has been a growing number of viewers who watch videos without audio. Whether they are traveling or in a public space, some people choose to watch online videos without any audio input. Considering this, it is important for marketers to include subtitles or captions to allow silent viewers to consume their content without the need to unmute or use their earphones.


Live videos for better engagement

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People love to feel like they belong. In video marketing, live streaming has provided a space for video creators and viewers to interact and engage with each other in real time. Live video streaming is an effective way to attract an audience, but it can also be an extremely powerful tool to increase conversion rates.


Increase in AR and VR content

Augmented and virtual reality have been here for the longest time. However, it is only now that video marketers have adopted these technologies in their content styles. As AR and VR devices become more and more accessible, it won’t be long before people will want to experience a more immersive and interactive viewing experience. 



Video marketing has been an increasingly popular strategy among content marketers. As videos dominate social media platforms and other digital channels, it is important for brands and online businesses to understand how video marketing campaigns are faring and what to expect in the near future. 

So far, video marketing has shown no signs of slowing down. The global average for video consumption is continuously increasing, and there’s even a growing demand for brands to post more content about their products and services.

Considering this, digital marketers should take advantage of video content’s popularity and note the upcoming trends to leverage for future marketing campaigns.


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