In the last few years, video content has surpassed all other types of content to become the most effective format for brand marketing.

It's no surprise: after all the benefits of video marketing are huge: videos are easy to digest, versatile, engaging, and entertaining.

Social media platforms have helped make videos even more popular, such as the rise of the “Stories'' feature on every network from Snapchat to LinkedIn. What’s more, newcomer platforms such as TikTok are proof that video is here to stay.

If you’re still not convinced you need to invest in video - or you need to convince some one else like your boss - you’ve come to the right place.

We’ve not only compiled some of our favorite video marketing stats, but you'll also find lots of actionable tips for your B2B video marketing strategy in this article - you’re welcome.

1. Over 80% of all internet traffic will consist of video by 2021. (Cisco)

Let’s start with a bang! Thanks to better infrastructure and internet access, videos have become more accessible over the last couple of years. This means more and more people are able to watch videos online, whether it is on their phone, or using a laptop or computer.

Another thing to consider is that YouTube is now the second most popular search engine, so SEO is playing a key role in making videos an essential part of any successful marketing strategy.

💡 PlayPlay Pro Tip

Allow your videos to perform better by taking the time to optimize your videos by using a strong title, a solid meta description, and the right keywords.

2. Commentary, Product Reviews and How-To/Tutorials are the most popular types of video on YouTube. (Mediakix)

While commentary (YouTube users sharing their opinion or capturing their daily life) is the most popular type of content on YouTube, product reviews and tutorials are right behind.

This is excellent news for brands, as it means that animated marketing videos are ideal when it comes to creating product-focused content. You could create a series of tutorials or share additional tips and tricks related to your product with your core users. Brands in all industries are big on leveraging educational video marketing content to boost their achievements, for example in the energy sector in terms of renewable marketing.

💡 PlayPlay Pro Tip

Why not reach out to an influencer relevant to your industry and ask them to review your product or service? We recommend starting with micro-influencers and offering them a free product in exchange instead of spending all your marketing budget on a collaboration with one of the big shots.

3. 90% of consumers say video can help them make buying decisions. (Forbes)

Overall, internet users are increasingly resorting to getting the information they need in a visual way instead of having to skim through long texts, which is why video content is becoming a key part of the purchase decision-making process.

For potential customers, seeing a product or a service in action makes it easier to envision themselves using it. When it comes to smaller brands, videos are also an effective way for interested buyers to make sure your company is legit.

By showing your product in a “real-life” setting, you will be able to generate trust and build authenticity for your brand too. It’s a win-win situation.

💡 PlayPlay Pro Tip

If your product or service is complicated to explain or use, try creating tutorial or explanatory videos to help users understand. Add these to your product pages on your online store and post them on YouTube so new users can find them easily.

4. In 2020, 95% of video marketers planned to increase or maintain their spend. (Hubspot)

You may not know this, but many marketers have already gotten on board with video marketing. And the fact that this format’s popularity is growing quickly means a larger part of the marketing budget of brands will likely be re-distributed to video content in the future.

While many successful video campaigns were created on a small budget, we do recommend investing the necessary time and resources to make this new adventure a success.

💡 PlayPlay Pro Tip

If you are just getting started with video content, check out PlayPlay, an online video creation solution that enables anyone in your team to turn any message into a compelling video. These can help you create affordable professional-looking videos easily.

5. 88% of video marketers report that video gives them a positive ROI. (Hubspot)

Whether they are aiming to increase traffic or generate conversions, marketers worldwide have reported that video has a positive ROI for them.

Provided each video is created with a strong video marketing strategy in mind, this format is extremely efficient and can adapt to any marketing objective.

💡 PlayPlay Pro Tip

To be able to track the effects of your video marketing efforts, remember to use tracking links. Don’t forget to include a CTA at the end of your video or in its description too.

6. Video marketing generates 66% more qualified leads per year than other types of digital marketing.(Optinmonster)

Whether you are using them in newsletters, on your social media accounts, or on your own websites - videos have been shown to be extremely efficient when it comes to generating leads.

This is a key stat to keep in mind as up until a few years ago, most people saw videos as mostly great for mainly generating brand awareness. But fortunately, the times are a-changing!

💡 PlayPlay Pro Tip

The key to generating qualified leads with your video content is making sure each video is created with its goal and format in mind. A video meant to go out as part of a newsletter won’t look the same as an Instagram Story.
Remember to read up on the best specs and formats for each platform, especially on social media.

7. 92% of mobile users report sharing videos with others.(Social Media Week)

Sharing features are available on virtually every social media platform, and most social media users report sharing videos with others—either on their own profile or as a private message to a member of their network.

If you’re lucky, one of your videos might even go viral! This means they could end up being seen way beyond your current audience, without you having to spend any money on generating these views.

💡 PlayPlay Pro Tip

Encourage viewers to share your video by… simply asking!
You could also reward people who share your videos by offering them a discount code in return or giving them the chance to be featured on your social media accounts.

8. Videos generate 1,200% more shares on social media than text and image combined. (Learning Hub)

If you are looking for the right format to generate engagement on your social media accounts—which, in turn, will help boost your organic reach—video is the way to go!

As we said earlier, videos are becoming the preferred format to consume online and this is especially true on social media sites. Just make sure the first few seconds of your video grip your audience and you might get them to stop scrolling! If you need more input on how to make a marketing video, check out this blog post!

💡 PlayPlay Pro Tip

85% of Facebook videos are watched without sound, and this stat is valid for most other social media platforms as well. Keep this in mind when making your video and don’t forget to include subtitles to make sure your audience immediately knows what the video is about.

We hope we could convince you to go video this year. If you would like to start creating your first videos right away, don’t forget you can try PlayPlay for free for 7 days!