Top Video Marketing Statistics for 2025: Trends to Watch Out For

There are many types of video marketing, from personalized video marketing to social media marketing and everything in between. But one thing is consistent across all types: Video marketing is an essential marketing tool. 

You don’t have to take our word for it; the statistics tell the story:

• About 91% of businesses use video marketing.
• 96% of marketers recognize it as an important part of their strategy. 
• 82% of consumers have purchased products or services after watching a marketing video.

But that’s just the tip of the iceberg. A plethora of other statistics show how crucial video marketing is for modern marketing strategies.

Why Video Marketing Is Essential in 2025

Online videos are massively popular, with billions of people watching online content across the globe. One third of all online activity is spent watching videos, and every day, 100 million internet users watch a video online.

Effective marketing strategies go where the people are, and right now, they are watching online videos. The average user spends over 16 minutes watching online video ads every month, but the benefits of video marketing aren’t just limited to engagement with the average consumer. 

About 75% of executives watch work-related videos on business websites at least once a week, and 59% of executives agree that if both text and video are available on the same topic, they prefer to watch a video. This makes video an ideal format for business-to-business (B2B) marketing, as 62% of global B2B buyers consume content before making a purchase decision.

Key Video Marketing Statistics You Need To Know

Several video marketing statistics are essential for B2B marketers to understand in order to optimize their video marketing strategy. These statistics can help influence your marketing strategies and identify key trends for reaching potential customers.

The ROI of Video Marketing: Performance Metrics That Matter

In 2023, 91% of businesses were using video as a marketing tool, and 95% of marketers say that video is an important part of their marketing strategy. This is largely due to video marketing's typically high return on investment (ROI). 

Consider the following:

• 87% of businesses report that video marketing significantly increased their lead generation. 
• 88% of video marketers say video has helped them generate leads. 
• 84% of video marketers say video has directly increased sales. 
• 84% of video marketers say video has helped keep visitors on their website longer.
• 88% of marketers say video marketing has helped users better understand their products or services.
• 87% say it helps generate a good ROI overall.

While creating marketing videos requires some upfront costs, video content marketing statistics show that this marketing method generates results and has a high return on investment.

Video Consumption Trends: How Audiences Engage With Video

By far, the most popular way that users watch digital videos is via their smartphone.  Almost 70% said their smartphone was the preferred way to watch online videos, but other common ways include smart TVs and computers. Smartphones are particularly valuable, with 92% of mobile video viewers sharing videos with others.

Social media is the most common way people interact with online videos, and social media videos are viewed 48% more than videos on other platforms. Some of the most popular social media sites that allow videos are:

• Facebook
• YouTube
• Instagram
• TikTok
• Snapchat
• X (formerly Twitter)

Social media is the most effective form of video marketing for many companies, but it’s not the only option. Many companies post videos on their websites to help customers decide whether to purchase a product or service. In fact, 90% of users find visual information more appealing when researching products online.

Additionally, hosting videos on your website can help boost your search engine optimization (SEO). Google’s algorithm really likes video content, which helps boost your website in the search results. On top of that, video keeps traffic on your web pages longer, which also boosts your rankings.

The Most Engaging Video Content Types (According to Data)

There are several types of video marketing, with some performing better than others. Overall, live action videos are the most common type of marketing video, followed by animated and screen recorded videos. 

Additionally, short-form videos are generally preferred over long-form ones:

• Videos under one minute have the highest engagement rate.
• 30% of brands use short-form video in their marketing strategies.
• 44% of consumers say they’d prefer to watch a short product or explainer video.
• Short-form videos deliver the highest ROI compared to other marketing strategies.

On Instagram and X, very short videos — under 15 seconds — do well. Videos of 15-60 seconds are preferred on TikTok, and longer videos over 60 seconds are the most popular on YouTube.

When it comes to the specific content types, the most common are:

• Explainer videos: 73% of video markers say they create explainer videos the most, and 91% of people have watched an explainer video to learn more about a product.
• Product demos: 99% of marketers say that videos help customers better understand their product, and 87% of people have bought a product after watching a product demo.
• Live video: The most common type of live videos from brands are webinars, and 64% of TikTok users prefer live content.
• User-generated content: 60% of consumers believe that user-generated content is the most genuine form of advertising, and email marketing statistics show that this type of video has a 78% higher click-through rate.
  
  

TikTok for B2B: Is It Worth the Investment?

TikTok is one of the most popular social media sites, with millions of users logging on daily. It may not be the first app that comes to mind when you think of B2B marketing, but TikTok can be a very effective marketing tool, even in the B2B sphere.

TikTok ads are a common way for companies to advertise, and the TikTok shop is a great way for businesses to sell products. There are over 955.3 million users on TikTok; odds are, some work for the types of companies you’re trying to sell to. 

TikTok also has the highest user engagement per post of any social media platform, making it easier to get your content in front of your target audience.

Many B2B companies have taken advantage of TikTok’s platform for their marketing, including:

• Adobe
• Grammarly
• Salesforce
• Shopify
• Square

The best thing about utilizing TikTok is that you don't need to post stunning cinematic videos. While these are nice, user-generated content and viral trends tend to do better on the platform.

How To Leverage These Video Marketing Trends

So, video marketing is effective and has a high ROI, but how do you leverage that as part of your overall marketing strategy?

Start by identifying your target audience. Who are you trying to market to? Once you determine that, you can start your market research. 

Different demographics have different interests in content types and content format. YouTube and Facebook are popular across the board, but 18-29 year olds are the most common age on TikTok and 30-49 year olds are the most common age on LinkedIn. Women dominate TikTok, while men are the primary users of X (formerly Twitter).

Use your market research to determine what type of content your audience likes best and where they typically watch online videos. From there, you can work to create a video marketing strategy that will resonate with your target audience, generate results, and yield a high ROI.

To learn more about B2B marketing specifically, check out our B2B video marketing tips.

Charter & Co: Expert Solutions for B2B Video Strategy

Video marketing works; it’s a top tool for raising brand awareness, converting your audience, and increasing ROI. However, video marketing can feel overwhelming if you're just starting out.

Charter & Co is here to help. We offer expert video production and marketing solutions for marketers who want to really stand out. Contact us today to learn how we can help you launch a successful B2B video marketing strategy. 

FAQs

What are the statistics for visual marketing?

Visual marketing — using video and images rather than just text — has some very compelling statistics, including:

• 95.2% of marketers say visual content is important for their marketing strategy.
• 80% of marketers use images in their social media posts.
• Visual content gets 94% more views than text content.
• Visual content is 40 times more likely to be shared on social media.
  
  

How effective is video advertising?

Video advertising is extremely effective. Statistics show:

• Including a video on a landing page can increase conversion rates by over 80%.
• Viewers are 95% more likely to remember a call to action after watching a video.
• 78% of consumers claim that seeing a video influenced them to buy or download software or programs.
• 88% of consumers say that a brand’s video influenced them to purchase a good or service.
  
  

What is the most effective social media marketing platform?

The most effective social media platform for marketing is Facebook. Other effective platforms include Instagram, X (formerly Twitter), LinkedIn, YouTube, and TikTok.