Media Marketing Statistics Menu: Engagement | Impact | Preferences | Trends

Let's look at the stats, indicating the effectiveness and efficiency of videos and photos

Visual media is the most engaging, impactful, and preferred form of marketing communication. Video and photo marketing are critical components of modern digital strategies, with substantial impressions on consumer behavior and business outcomes. 

Here are some key statistics that highlight the effectiveness of video and photo content in media marketing. For further research, you will find links to our data sources wherever we deliver the data. The complete reference list is located at the bottom.

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Engagement + Consumption

Social media videos are viewed 48% more than other types of content.

Social media videos are viewed 48% more than other types of content across platforms like YouTube, Facebook, Instagram, and TikTok​ [Sprout Social] [SocialPilot]. YouTube, the second-largest search engine, sees over 1 billion hours of video viewed daily, with mobile devices accounting for over 75% of this consumption​ [SocialPilot]. Tweets with videos attract 10 times more engagement than those without, illustrating the power of video in increasing interaction on platforms like Twitter [Lemonlight]​.

Business Impact

A majority of marketers (94%) view video as essential to their strategy.

A significant majority of marketers (94%) consider video an essential part of their strategy, with 88% of them planning to increase their investment in video marketing​[Lemonlight] [GUDSHO]. Live videos can uniquely captivate audiences, leading to longer watch times compared to recorded content, which translates into higher engagement rates​ [GUDSHO]. About 40% of consumers report purchasing a product after discovering it on YouTube, highlighting video’s role in driving sales​ [SocialPilot].

People Prefer Videos

69% of people prefer learning about new products through short videos.

69% of people prefer learning about new products or services through short videos, making this format highly effective for conveying information quickly and engagingly​[Lemonlight]. Instagram users have significantly increased their time spent watching videos, with 30% of them purchasing products discovered on the platform​ [SocialPilot] [Lemonlight].

Benefits for Consumers

Videos are beneficial to consumers because they increase awareness and help people to make informed decisions.

Among consumers, 96% watch explainer videos to learn more about a product or service. Among marketers, 94% agree that videos help increase consumer understanding of their product or service [Wyzowl].

Compared to other types of content, people are twice as likely to share video content with friends, and 69% of consumers prefer to learn about a new product or service by watching a short video [Wyzowl].

Benefits for Marketers

Videos are beneficial to marketers because they hold the audience’s attention and gain a high ROI.

Among video marketers, 85%, agree that videos are effective ways to gain attention online [Animoto]. Most businesses, 87%, now use video as a marketing tool, and 93% of video marketers consider video an important part of their marketing strategy [Wyzowl].

Compared to the previous year, 70% of video marketers create more videos now. On average, businesses publish 18 videos per month [Hubspot]. Among viewers, 37% watch all the way to the end of the average video, and the retention rate of personalized videos is 35% higher than non-personalized videos [Hubspot].

Video Marketing Trends

How Do Consumers Watch Videos?

Consumers, 78%, watch videos online every week, with 55% of these watching on a daily basis [Social Media Week]. Daily viewers are 1.5x more likely to watch video on a smartphone, rather than a computer [Facebook]. However, 86% of business-related video views happen on desktop browsers [Hubspot].

Where Do Consumers Discover Videos?

Among consumers, 58% visit a brand’s social media pages before visiting their website. The top 3 purchase-driving platforms are YouTube, Facebook, and Instagram [Animoto]. In 2020, TikTok established itself as a new powerhouse in social media networking [Wyzowl].

YouTube is the #1 online platform that affects consumer behavior, and it is the #1 purchase-driver on social media [Animoto]. 1 billion people use YouTube, which is almost 1/3 of the Internet, and these people watch over a billion hours of video every day. Among consumers, 83% prefer YouTube when they watch video content, and over 70% of their viewing is on mobile devices [YouTube].

Among marketers, 33% use Facebook Live as a channel, and 85% of these say that Facebook is effective as a video marketing channel [Wyzowl]. Instagram video ads generate 3 times more comments, compared with photo ads [Mediakix]. Among marketers, 77% post videos on Instagram. Among consumers, 1 in 4 make purchases after seeing a story on Instagram [Animoto].

How Do Videos Lead To Sales?

Among consumers, 79% say a brand’s video has convinced them to buy a piece of software or app [Wyzowl]. Among mobile consumers, 92% share videos with others. Viewers claim they remember 95% of messages obtained in videos [Social Media Week].

References

  1. 50+ Social Media Video Marketing Statistics for 2024 by Sprout Social, 2024.
  2. 100+ Surprising Video Marketing Statistics You Should Know in 2024 by Social Pilot, 2024.
  3. 67 Video Marketing Stats You Need to Know for 2024 by Lemonlight, 2024.
  4. Video Marketing Statistics & Trends For 2024 by GUDSHO, 2024.
  5. Video Marketing Statistics 2024: The State of Video Marketing by Wyzowl, 2024.
  6. What Video Marketers Should Know in 2023 by Hubspot, 2023.
  7. YouTube for Press by YouTube, 2024.
  8. 2024 Video Marketing and Statistics: What Brands Need to Know by Social Media Week, 2024.
  9. Video Marketing Statistics for 2020 by SocialMediaToday, 2019.
  10. The 2023 Video in Business Benchmarks You Won’t Want to Miss by Vidyard, 2023.
  11. 35 Instagram Stats that Matter to Marketers in 2024 by Hootsuite, 2024.
  12. Video Marketing Trends That You Cannot Ignore in 2023 by Forbes, 2023.

Conclusion

Hopefully, this video marketing report shows that videos are a vital part of your marketing plan. If you’d like to schedule a free consultation call, we’ll be happy to hear from you. Let’s discuss your goals and launch a video project that aligns with your vision and budget.