The Latest On How Video Marketing Shapes Engagement

Video Marketing Report

Explore how video marketing revolutionizes engagement, boosts sales, and dominates web traffic in 2024 with insights from experts.

As viewers increasingly resort to TikTok, Reels, and live videos for entertainment, product discovery, and even to learn about intriguing new businesses, social media platforms are prioritizing video content more than ever on their feeds. And for marketers, utilizing video marketing not only provides the highest return on investment (ROI) of any media medium but also significantly aids in achieving marketing objectives.

Our partners at HubSpot surveyed video marketers to learn about their tactics and how they can help your business thrive in a digital world.

Video Marketing Benchmarks

• 38% of marketing videos average less than 10K views
• 16% average under 1,000 views
• 16% average over 100K views

Once you begin to get views, you’ll also want to build on your strategy by looking at and improving on a few other metrics.

Among video marketers, video engagement, conversion rate, and click-through rate are among a handful of other KPIs marketers look at, with engagement rate being prioritized by 60% of marketers and conversion and click-through rates being a focus of 56% and 52% of marketers respectively.

1. Engagement Rate

According to 60% of video marketers that HubSpot interviewed, engagement is the most important metric to watch. After all, when a video sees high engagement, that means it is resonating with your audience enough to make them want to drop a like, write a comment, or share it with their friends.

2. Conversion Rate

Conversion rate comes in at #2 and can be a great indicator of how successful your video is at getting viewers to take the desired action.

3. Click-through Rate Speaks to Your Thumbnail and Title/Caption

Click-through rate (CTR) comes in at #4 and can tell you how effective your thumbnail is at getting people to watch the video in the first place. Before watching a video, your audience is also seeing the title or caption attached to it, which your CTR will also reflect.

4. Follower and Subscriber Growth

If you are gaining followers/subscribers from a video, that means it’s resonating with viewers, and they want to see more from your brand. 

If one of your videos grows your following more than usual, try to think about what sets this video apart from the rest and replicate it. Also, check your analytics for helpful information on how these new subscribers/followers found your video. How can you keep providing them with valuable content?

5. Average View Time

Average view duration is key to understanding which parts of your video are highly engaging and which sections needed more work or should have been cut out entirely. While the overall average can offer useful insights when comparing similar-length videos, if possible, check the percentage of viewers watching at key moments throughout the video.

For example, if a high percentage of viewers stick around through the introduction, you successfully hooked them. However, if you see a huge dropoff halfway through, the video may have been too long.

Video Marketing Momentum

The Power of Video in Marketing

Video continues to revolutionize marketing strategies, significantly impacting various channels. Lemonlight’s February 2023 survey provided vital insights into how audiences engage with video content.

Generating Leads with Video
A striking 90% of marketers credit video for boosting their lead generation efforts. This highlights video’s effectiveness in attracting potential customers and initiating consumer interest.

Dominating Web Traffic
In 2023, a staggering 82.5% of all web traffic was attributed to online videos, showcasing their pivotal role in driving digital traffic and engaging viewers.

Discovering Brands Through Video Ads
Video ads have emerged as the top method for consumers to discover brands, ultimately leading to purchases. This trend emphasizes video’s role in brand recognition and customer acquisition.

YouTube: A Platform for Discovery
YouTube stands as a significant platform for over 90% of people to find new brands and products, underlining its influence in the marketing arena.

Videos Driving Website Traffic
86% of marketers report an increase in website traffic due to video content, illustrating its capacity to draw audiences to digital platforms.

Enhancing Website Engagement
Videos have proven to increase dwell time on websites, with 83% of marketers observing this effect, thus highlighting video’s role in keeping viewers engaged.

Clarifying Product Understanding
An impressive 94% of video marketers agree that video content has enhanced user comprehension of their products or services.

High Retention Rates
Viewers claim an exceptional 95% retention rate for messages conveyed through videos, signifying the format’s effectiveness in message delivery.

Influencing Shopping Decisions
Over half of shoppers state that online video has guided them in choosing specific brands or products, demonstrating video’s impact on consumer decisions.

Converting Views to Purchases
A notable 84% of people have been persuaded to purchase a product or service after watching a brand’s video, highlighting its persuasive power.

Boosting Sales
78% of marketers acknowledge that video has directly contributed to an increase in sales, proving its effectiveness in driving revenue growth.

Acquiring Customers via Social Media Videos
A striking 93% of brands have gained new customers through videos on social media, emphasizing the platform’s role in expanding customer bases.

Post-Purchase Satisfaction
93% of consumers find videos useful for post-purchase instructions, enhancing customer satisfaction and experience.

Reducing Support Queries
43% of video marketers note a decrease in support calls due to video content, indicating its effectiveness in addressing customer queries and concerns.

Preferred Learning Medium
69% of people favor learning about new products or services through short videos, showing the format’s appeal in delivering information.

Frequent Video Consumption
With 78% of people watching videos online weekly and 55% daily, video content has become a staple in digital media consumption.

How Long Should a Marketing Video Be?

A whopping 96% of marketers told HubSpot they agree that the optimal length of a marketing video is under 10 minutes. However, you should do a variety of video shorts and longer videos and see what resonates with your audience.

Video Marketing Goals

The top three video marketing goals include increasing revenue (focused on by 33% of respondents), raising brand awareness, and advertising products/services (with 32% of marketers focusing on each).

More than one-fourth of marketers are also focused on improving customers’ understanding of products/services, while 23% want to improve customer service and retention with video.

Video Marketing Strategies

The Top Tactics for Creating Effective Videos

The most important factors for creating effective marketing videos are effectively promoting your video, capturing viewers’ attention in the first few seconds, and keeping your videos short/concise. Also, 55% of video marketers leverage a mix of organic and paid content when posting videos on social media, while 24% use organic only, and 21% use paid only.

How to Promote a Marketing Video

The most effective video promotion strategies are sharing them on social media, adding videos to your website/blog, running paid ads for your videos, optimizing your title/description for search, and integrating videos into your email campaigns.

Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos. 

While YouTube comes in at #2 behind Instagram for ROI and lead generation, it is the most used app for video sharing, with 70% of video marketers leveraging it. 

Facebook is used by 60% of video marketers when sharing marketing videos (tied at #2 for usage with Instagram), though it comes in 4th for ROI, engagement, and lead generation.

Reddit, Tumblr, Twitch, Snapchat, and Pinterest are consistently the worst channels for sharing marketing videos.

 

What are the Top Content Types for Marketing Videos?

1. Content Showcasing Your Products and Services

Content showcasing products/services is the most leveraged type of video content and has the highest ROI of any content type, with 66% of participants reporting high returns. It is also the most effective at generating leads and gets the 2nd most engagement of all content types HubSpot asked about.

2. Content That Reflects Your Brand’s Values

Content that reflects a brand’s values is the second most leveraged type of video content and the 2nd most effective for generating leads and engagement.

3. Trendy Content

People generally don’t want to watch videos that feel out of date or out of touch, but they’re drawn to videos that discuss topics that they’re currently interested in, like trends or news related to their industry or hobbies. This is likely why “trendy content” has the second-highest ROI and gets the most engagement.

4. Relatable Content

Relatable content will see the newest investment in 2022, with 40% planning to leverage it for the first time, while 12% will invest more in it than any other content type.

5. Funny and Interactive Content

Both funny and interactive content have high ROI and will be leveraged by 29% and 27% of video marketers for the first time in 2022, respectively.

 

Video Marketing Benefits & Challenges

Video Marketing Benefits

The biggest benefits of creating marketing videos are that they help customers understand a product/service, get more engagement than other marketing content, and lead to more sales/conversions than other marketing content, according to HubSpot.

While this seems perfectly in line with video marketers’ goals, those benefits also come with a few challenges.

Video Marketing Challenges

The biggest challenges video marketers face are a lack of time to create video content, difficulty creating an effective video strategy, and inadequate budget to create video content.

The great news is that video marketing is simpler than ever, with 57% of video marketers describing video marketing as easy.

Take Your Video Marketing to the Next Level

If you’re looking to enhance your marketing plan with video content marketing, it’s essential to stay up-to-date on the latest trends and strategies. While video marketing is a powerful tool, combining it with other high-ROI methods can yield even better results.

To get the most out of video marketing, consider incorporating various types of videos, such as product videos, educational videos, explainer videos, and testimonial videos. By leveraging the benefits of video, you can create compelling content that resonates with your target audience.

Because 16% of marketers who don’t currently use video say it’s because they lack the time. (Wyzowl), many companies look to outsource it. If you’re looking for help creating high-quality videos that will elevate your marketing strategy, turn to Advent Trinity. Our team of experts can help you develop videos that captivate your audience and drive results.

Reasons Why Video Rules Social Media

By Leslie Radford

**Updated November 2023