If there’s one video marketing statistic you should take away from this article, it’s this — You have just 30 seconds to grab your viewers’ attention before 33% of them click away.
No pressure, right?
At WPBeginner, we know this challenge well. Creating engaging video tutorials is a big part of what we do, and we’re always testing new ways to keep our viewers watching.
We’re constantly digging into the latest video marketing data to understand what works (and what doesn’t).
Whether you’re just starting out with video or looking to improve your existing strategy, these statistics will help you make better video content in 2025.
Latest Video Marketing Statistics You Must Know
We’ve looked at a lot of different data from multiple sources to bring you the most important numbers that will shape your video strategy.
You can use these quick links to jump to the section you need:
Let’s dive into these video marketing statistics and see what they mean for your business.
General Video Marketing Statistics
Let’s start with some fun numbers about video marketing.
1. Online video makes up 82.5% of all internet traffic.
Yes, you read that right. When you’re surfing the web, watching TikToks, or following a YouTube tutorial, you’re part of the overwhelming majority of internet users who are consuming video content.
This massive percentage isn’t just a random spike. It’s the result of years of steady growth in video consumption, sped up by factors like:
The rise of video-first social media platforms.
Increased accessibility to high-speed internet.
The global shift to remote work and video conferencing.
A growing preference for video content across all age groups.
So, if your digital marketing strategy isn’t using video content, you’re essentially missing out!
But don’t feel overwhelmed if you’ve been focusing solely on text content until now. Here at WPBeginner, we started small by creating video versions of our popular written tutorials. You can check them out on our Free WordPress Video Tutorials page.
This simple step helped us discover an entirely new audience that preferred video learning. From there, we expanded our video content strategy based on what our viewers wanted to see.
2. People watch digital video for 3 hours and 50 minutes daily, while traditional TV viewing has dropped to 2 hours and 55 minutes.
You might think this isn’t surprising news. After all, hasn’t online video been dominant for years?
Actually, this change is bigger than you’d expect. While some countries switched to online video early, others stuck with regular TV for a long time.
Now that digital video is winning everywhere, businesses have a better chance than ever to reach people worldwide with their video content.
More General Video Marketing Trends and Stats
92% of internet users worldwide watch online videos every month.
Music videos are the most popular video content type, with 48.8% of global viewers.
Comedy videos attract 35.2% of online viewers globally.
Live streaming captures 28.4% of video viewers’ attention.
Product reviews reach 25.9% of video content consumers.
Tutorial videos are watched by 25.6% of online viewers.
38% of businesses use video marketing mostly for lead generation and sales.
Video Marketing Effectiveness & Return on Investment (ROI)
Now, let’s look at how effective video marketing really is and what kind of returns businesses are seeing from it.
3. 89% of people have bought a product after watching a video about it.
Watching how something works or how others use it can be more convincing than reading about it.
But that doesn’t mean just showing your product alone is enough. You need to create videos that:
Show how the product works in real-life scenarios.
Demonstrate the problems it solves.
Share real customer testimonials.
Include detailed product features and specifications.
Answer any customer questions that may come up.
It’s also a good idea to add product videos to your online store’s product pages. This helps shoppers make confident buying decisions right when they’re most interested in your product.
Here’s a great example from the beauty marketplace, Sephora:
4. 66% of marketers measure success through engagement (likes and shares), 62% focus on video views, and 49% track leads and clicks.
Which metrics matter most will depend on your goals. If you want to build brand awareness, then focus on views and engagement. For sales goals, leads and clicks might be more important.
Thankfully, most social platforms offer built-in analytics to track these metrics. But if you use social video marketing as a way to drive website traffic, then you may want to know which videos are bringing the most visitors.
That’s where MonsterInsights comes in. We use it here at WPBeginner to track our website performance. It can show us which traffic sources send us the most visitors (including social media).
This information is helpful for understanding which video strategies work best to direct traffic to our website. From there, we can replicate these approaches in other videos and improve our video marketing efforts.
You can also use MonsterInsights to track how visitors interact with videos on your website. Whether you’re using YouTube, Vimeo, or HTML5 videos, you can see important metrics like video plays, average watch time, completion rates, and viewer engagement.
These insights help you create better videos that keep viewers watching.
You can learn more about these features in our detailed MonsterInsights review.
More Video ROI Insights
93% of marketers say video marketing has given them a good ROI (return on investment).
81% of people have bought or downloaded an app after watching a video about it.
Short-form videos deliver the highest ROI at 21% compared to other content types.
Videos that are less than 1 minute long have the highest engagement rate, at 50%.
Live-streamed videos generate a 16% ROI for businesses.
Adding the word ‘video’ to email subject lines boosts open rates by 6%.
49% of marketers find Live Action videos (videos featuring real people and real-life situations) most effective for creating viral content.
Stats About Business Video Strategy
Now that we’ve seen the impact of video marketing, let’s explore how businesses are actually creating and sharing their videos.
5. 62% of businesses rely on employees to create videos, while 46% have dedicated video teams.
This shows you don’t need a professional studio to start making videos. Many successful companies simply let their team members create content using their smartphones.
Employee-made videos are also becoming more popular because they feel more authentic than polished ads. Plus, they are cost-effective compared to hiring influencers and show the real people behind your brand, which helps build trust.
6. Top video lead generation tactics include adding landing page links in descriptions (49%), embedding videos in websites (48%), and including videos in marketing emails (42%).
Each approach offers unique benefits for converting viewers into leads. Landing page links in video descriptions work well because viewers are already interested in your content. So, they are more likely to click through.
Adding videos to your blog posts or website pages keeps visitors engaged longer. This can improve your search rankings and give them more time to consider your offers.
To maximize your video’s visibility in search results, you can add video schema markup using All in One SEO. It’s the SEO plugin we use here at WPBeginner. The video schema generator is really easy to use and requires zero coding on your part.
Adding videos to your email marketing makes perfect sense, too. Even though emails are already short and sweet, some subscribers prefer watching a quick video explanation rather than reading text.
This is especially helpful when explaining complex topics that are easier to show than tell.
7. YouTube leads video hosting platforms with 77% of businesses using it, followed by HubSpot and Vimeo at 36% each.
Hosting videos on your own website can slow it down and cost a lot in bandwidth. Plus, platforms like YouTube can help your videos reach more people through their search features. This is why we don’t recommend uploading videos to your website.
Here at WPBeginner, we host our tutorial videos on YouTube because it helps new users find our content easily. It also keeps our WordPress site loading fast for visitors, which is important to maintain a good user experience.
More Business Video Marketing Statistics
Small businesses create one video every 24 days on average.
Medium-sized businesses produce one video every 4 days.
Large companies release at least one video every 3 days.
67% of businesses share videos on their websites, while 49% use email, and 43% choose LinkedIn.
40% of businesses actively post videos on YouTube.
Time and bandwidth (61%), team resources (44%), and budget constraints (36%) are the top challenges in video creation.
32% of marketers struggle with content strategy, while 15% face issues with remote production.
Product videos lead business content at 43%, followed by online courses at 38%.
35% of businesses focus on both webinars and social media videos.
25% of companies create promotional videos and ads.
Video Marketing Best Practices
This section explores what actually works in video marketing based on real data and proven results.
8. Videos between 30 seconds and 2 minutes perform best, with 73% of marketers finding them most effective.
People’s attention spans are getting shorter, especially on social media. Short, focused videos often work better than longer ones at keeping viewers engaged.
Here at WPBeginner, we use Opus to turn our longer tutorial videos into short clips. This AI tool helps us create bite-sized content that performs well across different platforms.
9. 33% of viewers leave within the first 30 seconds if the intro isn’t engaging.
Your video’s opening needs to grab attention immediately. Otherwise, you risk losing a third of your potential viewers before they even get to your main content.
That said, what counts as “engaging” varies by platform. Throughout the years, we’ve noticed that successful video content creators use different approaches for different platforms.
On YouTube, viewers prefer creators who get straight to the point. If someone’s testing viral gadgets, they’ll jump right into the first test rather than having a long introduction. The classic “Hey guys, welcome back to my channel” style is becoming less effective.
But on TikTok and Instagram Reels, hooks can be surprisingly simple. Sometimes, it’s just someone getting into their car, starting their morning routine, or opening their laptop.
These everyday moments work because they create curiosity. When viewers see someone settling into their car, they think, “Where are they going?” or “What are they about to tell us?”
The key is understanding your platform and audience. In any case, it’s important to make those opening seconds count.
10. Calls to action work best in the final quarter of videos.
If you’re promoting a product or sharing an affiliate link in your video, timing is crucial. The final quarter of your video often works best for these promotional messages.
For instance, if you have a 20-minute tutorial video, consider adding your CTA around the 15-minute mark. This is usually when viewers have already learned the main concepts and are ready to take action.
However, this isn’t a strict rule. Some content creators successfully use mid-video CTAs, especially in longer tutorials where viewers might be looking for specific sections.
Make sure to test different placements and pay attention to when your audience is most engaged with your content.
More Video Marketing Best Practices
Videos under 5 minutes get better conversion rates with CTAs near the end.
51% of marketers say capturing attention in the first few seconds is their top priority.
41% of videos include annotations, CTAs, or lead generation forms.
27% of video content comes with closed captions or transcripts.
Videos with captions see 40% more views than those without.
Businesses receive the most video views in Q1 and Q4, with March and October being the peak months.
June and July typically show the lowest monthly video views.
Some creators find success posting during off-peak hours (2-4 a.m. EST), seeing up to 60% higher engagement.
YouTube Video Marketing Statistics
YouTube remains the top platform for video content. Here’s what it takes to start a successful YouTube channel.
11. Videos ranking on YouTube’s first page have an average duration of 14 minutes and 50 seconds.
This shows that YouTube viewers often prefer detailed, comprehensive content. Unlike social media platforms where shorter videos dominate, YouTube audiences tend to stay longer for in-depth information.
But don’t feel pressured by this number. We’ve seen both hour-long documentaries and 5-minute tutorials rank well.
What matters most is matching your video length to what your content needs to be valuable and complete.
12. Videos that can keep viewers watching for at least half their duration are 3 times more likely to be recommended.
YouTube’s algorithm favors videos that hold attention. This makes sense – if people watch a large portion of your video, it signals that the content is engaging and valuable.
To achieve this, you can start with your most interesting points early, use clear chapter markers for longer videos, and remove any unnecessary filler content that might make viewers click away.
For tutorials, consider using timestamps in your description so viewers can easily find specific sections they need.
Also, pay attention to your YouTube analytics to see where viewers typically drop off in your latest videos. This can help you identify which parts need improvement.
13. YouTube Shorts have a 5.91% engagement rate, outperforming both TikTok (5.75%) and Instagram (5.53%).
This high engagement likely comes from combining YouTube’s established audience with the popular short-form format.
Shorts appear right alongside regular YouTube videos, making them easily discoverable to viewers already on the platform.
If you’re already creating long-form YouTube videos, you can easily get started with Shorts by repurposing your existing content. You can use AI tools like Opus to identify the most engaging parts of your videos and transform them into the Shorts format.
14. The YouTube Trending feed refreshes every 15 minutes based on country-wide popularity.
Unlike your personalized recommendations, YouTube’s Trending feed shows what’s popular in your country, not what matches your viewing habits.
This means viral content often spreads faster within specific regions. And timing your content to your target country’s peak hours could increase your chances of trending.
More YouTube Video Facts and Data
The average view count for a YouTube Shorts video is 646.89 views.
YouTube Shorts creators post 0.66 videos a day, the second-highest after TikTok creators.
78% of social media users have a YouTube profile, with 32% visiting daily and 47% weekly.
People spend an average of 48.7 minutes watching YouTube content daily.
Mobile devices account for 47.9% of YouTube views, while smart TVs make up 39.2% and desktops 12.9%.
Thursday and Friday between 12-4 p.m. see the highest engagement rates on YouTube.
Videos with over 70% viewer retention rate in the first 30 seconds have a high chance of ranking on YouTube.
YouTube has over 1.058 billion users, with India (24%) and the US (12%) leading.
YouTube Shorts creators earn $0.01-$0.07 per 1,000 views, compared to $1.25-$2.5 for longer videos.
32% of YouTube users engage with branded content every day, while 47% only do so once a week.
40% of YouTube Shorts viewers don’t use TikTok or Instagram Reels.
MrBeast’s “Would You Fly to Paris for a Baguette?” Short holds the record for most likes at 54 million and counting.
TikTok Video Statistics
Here are some stats that show how users are using TikTok and what’s actually working on the platform.
15. 64% of TikTok users have bought something from TikTok ads/shoppable content.
This high conversion rate shows TikTok isn’t just for entertainment – it’s becoming a powerful social commerce platform. The app’s format makes it easy to showcase products naturally, helping even small businesses make sales.
This is why many small business owners now run TikTok live sessions to connect with shoppers directly. If you run an online boutique, for instance, you can do regular TikTok lives where potential customers can see how dresses move in real time, ask about sizing, and get styling tips.
This way, buyers can feel more confident about purchasing after seeing the products in action.
Want to tell your website visitors that you’re on TikTok? The Smash Balloon TikTok Feed plugin lets you display your TikTok videos beautifully on your WordPress site. This can help you turn website visitors into TikTok followers and customers.
If you want to learn more, you can check out our guide on how to embed TikTok videos in WordPress.
16. TikTok accounts with over 50,000 followers upload 0.9 posts per day, the highest rate among platforms.
This high posting frequency shows that TikTok rewards consistent creators more than other platforms.
For businesses, this means you should prioritize a steady content schedule on TikTok. You don’t need perfect production quality. What matters is showing up regularly with authentic content that connects with your audience.
If you’re struggling with content ideas, AI can help. Just try this ChatGPT prompt: “Create 5 TikTok video concepts for a [your business type] that align with current trends and include hook ideas, talking points, and suggested hashtags.”
For more creative prompts like this, check out our complete guide on the best ChatGPT prompts for marketers.
17. 71% of TikTok users prefer seeing brands post casual, unpolished content.
TikTok users want to see real, natural content from brands. They’d rather watch something that feels honest than a perfect-looking ad.
This is great news for your business – you don’t need fancy cameras or editing skills. Just grab your phone and show what happens at your business each day. Quick videos of your team at work or simple product demos often get more views than expensive marketing videos.
ClickUp is one brand that does this brilliantly. They create funny videos showing their team’s daily struggles in the workplace. These moments, while not directly selling their product, show they can empathize with their target audience.
18. On average, it takes 14 days for a video to go viral on TikTok.
That being said, chasing viral success isn’t always the best strategy. It’s more important to build a loyal audience that consistently engages with your content.
To build a loyal TikTok following, focus on these strategies:
Post at the same times each week so your audience knows when to expect content.
Respond to comments within the first hour of posting to boost engagement.
Create series-style content (like “Monday Marketing Tips” or “Weekly Product Spotlights”).
Use your analytics to see which types of videos your audience watches fully.
Join conversations in your niche by duetting or stitching relevant creators’ content.
More TikTok Video Marketing Stats
US adults spend 58.4 minutes daily on TikTok on average.
On average, TikTok accounts with over 50,000 followers can get 91,400 views per video.
54% of TikTok users engage with brand video content daily, making it a key platform for social media video marketing.
TikTok has become the top video marketing channel for reaching Gen Z, beating traditional marketing platforms like Instagram and YouTube.
The average short video on TikTok gets 18,173.32 views – significantly higher than video stats from other social media platforms.
Through the Creator Fund, TikTok pays content creators $0.02 to $0.04 per 1,000 video views.
TikTok’s new Creativity Program Beta offers higher video marketing ROI, paying up to 20x more than the TikTok Creator Fund (about $400 to $800 per million views).
Instagram Video Marketing Insights
The latest numbers show that Instagram Reels are changing how businesses reach customers.
19. Instagram Reels get 22% more engagement compared to standard video posts.
Today, almost everyone watches videos on their phones held vertically. Smart marketing agencies have adapted by creating two versions of every video: one vertical for platforms like Reels and TikTok and one horizontal for YouTube and traditional media.
Pro Tip: When shooting videos, frame your subject in the center with plenty of space around them. This gives you the flexibility to crop for both vertical platforms (like Reels and Stories) and horizontal ones (like YouTube) without losing any important content.
20. Instagram has the highest short-form video engagement rates (3.79%) for accounts under 5,000 followers compared to other platforms.
While TikTok might get more overall views, Instagram Reels often get better engagement for smaller accounts.
The platform’s algorithm seems to favor quality over quantity, focusing on how well your content resonates with viewers. This creates a more level playing field where even niche businesses can build engaged communities.
But remember that consistency is still key to maintaining engagement. We recommend using ClickSocial, a social media scheduling tool that makes it easy to plan and post your content regularly.
It lets you schedule posts across multiple platforms with just one click, saving you time while maintaining a consistent presence.
Check out our complete ClickSocial announcement post to learn more about its features.
21. Reels that are less than 90 seconds long are more likely to be recommended to non-followers.
Think of it this way: When someone’s scrolling through their Reels feed, they’re more likely to watch a shorter video completely.
This higher completion rate signals to Instagram that your content is engaging. This will prompt the algorithm to show it to even more people. It’s a snowball effect that can help your Reels reach viral status faster.
So, try to deliver your main message in the first 30 seconds, then use the remaining time for supporting information or a call to action. This way, even if viewers don’t watch the full Reel, they still get your key message.
More Instagram Reel Statistics
84% of all social media users have an Instagram account, the highest of all social media platforms.
Instagram Reels average 16,152.88 views per post, making them the second most-viewed short-form video format after TikTok.
Instagram accounts with over 50,000 followers post an average of 0.55 Reels per day and gain an average of 65,800 views per Reel.
Instagram accounts with over 50,000 followers post Reels every 2 days, while those under 500 followers post every 5 days.
The average Instagram Reel receives 243 likes, 8 comments, and 28 saves.
Instagram users now spend 50% of their time on the platform watching Reels.
Instagram videos that are under 15 seconds get the highest engagement on the platform.
Instagram accounts with 5,000-10,000 followers achieve a 3.72% engagement rate on Reels, outperforming similar-sized accounts on TikTok and YouTube Shorts.
Every minute, 694,000 Instagram Reels get shared via direct messages.
LinkedIn Video Marketing Statistics
Did you know that LinkedIn has joined the short-form video trend? Here are the latest video marketing statistics that show why B2B businesses should pay attention.
22. LinkedIn users are 5 times more likely to engage with video posts than with other content types.
This makes sense for B2B marketing because LinkedIn is where professionals go to learn and connect. Unlike TikTok or Instagram, LinkedIn users are actively looking for business insights and industry knowledge.
Here’s how to make LinkedIn videos work for your B2B business:
Start with your most valuable insight first – busy professionals won’t wait.
Add captions since many watch without sound during work hours.
Share specific industry knowledge rather than general business tips.
End with a clear call to action like “Download our full report” or “Book a demo.”
More LinkedIn Video Insights
LinkedIn users spend 3 times longer watching video ads compared to static ones.
70% of marketers choose LinkedIn as their primary video platform for B2B content.
LinkedIn live streams get 7 times more reactions than regular video posts.
Live videos on LinkedIn receive 24 times more comments than standard video uploads.
Video Advertising Trends
Next, let’s look at some data showing what makes video ads successful.
23. 74% of viewers prefer video ads that relate directly to the content they’re watching.
While content creators can’t control ad placement, advertisers should focus on contextual targeting.
Think about it: someone watching cooking videos is more likely to engage with kitchen gadget ads than random product promotions. This is why platforms like YouTube now offer topic-specific ad targeting. It lets advertisers show their ads only on relevant channels and videos.
24. 60% of viewers prefer non-interrupting ad formats.
This explains why sponsored segments in YouTube videos are so effective when done naturally. Take Answer in Progress, for example. When sponsored by Hostinger, they didn’t just read a promotional script about web hosting.
Instead, they naturally incorporated building a website into their videos, showing the product in action while delivering valuable content.
This type of native advertising works because it feels like part of the content rather than an interruption.
The best creators find creative ways to include sponsored messages in their regular content. This makes the advertising feel less like an ad and more like useful information.
More Stats About Video Ads
Around 65.9% of viewers skip ads whenever possible, making engaging content crucial for success.
YouTube advertising generates 3.9 times more sales compared to traditional TV commercials.
Vertical eCommerce videos with a paid partnership have 20% more conversions per dollar than other types of vertical videos.
Adding voice-over narration to video ads increases conversion rates by 3%.
Companies worldwide spend around $176 billion on video advertising.
Companies using multiple Google advertising platforms together see 108% higher ROI.
User-Generated Video Content Trends
Authentic customer content is becoming more powerful than traditional advertising. Here’s what the data reveals about user-generated videos.
25. 74% of shoppers trust customer videos more than brand or influencer content.
This statistic reveals a cost-effective marketing opportunity. Instead of spending thousands on influencer partnerships, consider starting a customer referral program that encourages video reviews.
If you need help, then we’ve created a detailed guide on turning WooCommerce customers into affiliates using AffiliateWP. This plugin makes it easy to set up an affiliate program that makes your buyers want to promote your products.
You can also launch viral video contests where customers share their experiences with your products. Just check out our guide on running successful social media contests to get started.
26. Shoppers are 91% more likely to purchase products that have video reviews.
This powerful conversion statistic shows why you should showcase customer videos on your website. You can add a video testimonial section to your homepage and display product-specific reviews directly on product pages.
Again, we don’t recommend uploading a video directly to your website.
Instead, use a WordPress video gallery plugin like Smash Balloon YouTube Feed to create an organized collection of customer reviews. This makes it easy for potential buyers to see real people using and recommending your products.
For more information, head over to our step-by-step guide on how to create a video gallery in WordPress.
More User-Generated Video Content Findings
61% of Gen Z shoppers always look for customer reviews in video format before making a purchase.
72% of Millennials consider user-generated content essential to their buying decisions.
Only 29% of Baby Boomers actively seek out shopper videos when shopping online.
88% of shoppers look for customer videos when buying clothing online.
76% of consumers want to see user videos before purchasing shoes.
74% of people seek out customer video reviews for health and beauty products.
84% of online shoppers expect to find customer videos directly on product pages.
54% of users want to see customer videos while browsing category or search results pages.
89% of consumers rely on user-generated videos to see how products look in real-life situations.
Artificial Intelligence in Video Marketing
Artificial intelligence (AI) is no longer just a buzzword – it’s becoming an essential tool for content creators.
Let’s see how AI has influenced video marketing.
27. AI video tools reduce production costs by 80%, cutting production time from 3 weeks to 24 hours.
Tasks that once required an entire production team can now be handled by a single marketer with the right AI tools.
Here are some examples of what’s being automated:
Video editing and color correction that used to need professional editors
Background removal and scene transitions that previously required complex software
Voice-over generation that once needed hiring voice actors
Music selection and audio mixing formerly done by sound engineers
Automatic reformatting of videos for different platforms (think TikTok, Instagram, YouTube)
For small businesses, this means you can now create professional-looking videos without technical expertise. That being said, expenses can still add up if you use premium AI tools for your videos.
28. AI-generated closed captions can increase viewer retention by 65%.
This is likely because many people watch content without sound during work hours or in public places.
Adding captions is now easier than ever with free AI tools. Canva‘s video editor, for example, automatically generates accurate captions in seconds. You can even customize the style to match your brand’s look and feel.
More AI-Assisted Video Marketing Trends
One company reported that their training video production time dropped from 13 to 5 days after implementing AI tools, marking a 62% efficiency increase.
Currently, 18% of marketing teams actively use generative AI tools for video creation.
50% of all video marketers now rely on AI to generate scripts and content outlines.
58% of consumers are skeptical about AI-generated video content.
Sources:
Adam Connell, Backlinko, Demand Sage, DigitalJoy, eMarketer, Facebook, GumGum, HootSuite, HubSpot, LinkedIn, Loomly, Pictory, Power Reviews, Priori Data, Retention Rabbit, SendShort, Social Insider, Sprout Social, Statista, Super Office, Synthesia, Think With Google, TikTok, VidIQ, Wistia, Wyzowl, YouTube Creator Academy, and Zebracat.
And that is all for our list of amazing video marketing statistics. If you want to discover more insights about digital marketing, just check out the guides below:
More Marketing Trends and Facts You Should Know
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