[2024] Video Marketing Statistics You Need to Know to Engage Your Audience

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You know that your audience craves video. In their Annual Internet Report, Cisco projected that by 2022, 82% of all consumer video traffic will be made up of videos.

It’s one thing to know that your audience craves video. It’s quite another to deliver video content that they will actually stop and watch - video that will be meaningful, video that will deliver results.

Here’s what the video marketing statistics tell us about how to create videos that drive authentic engagement and a healthy return on investment.

Articulate Clear Video Goals

Before getting started with any video campaign, you need to clearly define your objectives. Here are just a few of the ways video can be used to achieve your goals:

Introducing folks to your brand. When you need to drive awareness of your brand, video is an extremely powerful tool because it’s memorable. Viewers claim to remember 95% of the messaging they get from videos.
Driving incremental sales. Video makes an incredibly effective sales tool. People who watch product videos are anywhere from 64-85% more likely to make a purchase.
Promoting a product, service, or program. Groundwork Ohio educated potential applicants about the benefits of their Early Childhood Leadership Fellowship by using video testimonials from past fellows. They delivered 30% more unique page videos and exceeded their application goals by 11%.

Watch how incorporating user-generated video content took Groundwork Ohio’s promotional video to new heights:

Include Authentic Voices from your Community

Remember: every video you publish does not need to be heavily produced. By co-creating user-generated video content with your audience, you’ll deliver authentic content that truly resonates with your community. A Think with Google survey found that, when choosing what type of video to watch, content that relates to peoples’ passions is 1.6x more important than whether video production value is high.

While your individual mileage will vary, here’s what the stats say about the effectiveness of human-centered, user-generated, co-created video content: it is an essential tool in your video marketing toolbox that will empower you to get more traffic and increase conversions.

In their research, PapersOwl found that 79% of people say UGC highly impacts their purchasing decisions. And, they find UGC 9.8x more impactful than influencer content.
Jukin Media found that ads featuring UGC earned 73% more positive comments on social media networks than traditional ads.
And ComScore found that brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content.

Understand Where to Publish Them

Different audiences expect different things from video content posted on different channels. When you’re sharing video on social media, make sure you understand the platform:

For example, on LinkedIn, video content that’s meant for silent viewing—i.e., perfect on a train or in a crowded space—is 70% more likely to be watched all the way to the end.
On Facebook, live streams get double the views.
Tweets with video attract 10x the engagement than tweets without video.

Tailoring your video to a specific platform ensures the most engagement by your customers. That’s what the National Association of College Auxiliary Services (NACAS) did. When reimagining their annual conference for a virtual experience, they believed that user-generated video would resonate more. And it did: They saw 80% more social engagement and achieved a 62% increase in year-over-year registration. Take a look at the engaging Awards & Recognition video NACAS co-created with the members of their community:

Lastly, remember that video is a uniquely engaging form of content. 65% of viewers watch more than three-quarters of a video. We all know how easily our attention span can get diverted. With video, that’s less likely, which means you have a real opportunity to get a detailed message across to the customer. With more time to play with, you can get in-depth with your messaging and convey everything you want to the customer, without worrying about losing the person to the latest notification or message on their phone or device.

Video is a powerhouse and has the potential to be a game-changer for your company. But it’s not enough to just say you’re going to pivot to video and hope for it to magically yield results. By incorporating videos into your marketing or departmental strategies, you’ll deliver stronger results. Whether it’s a video to educate, entertain, or drive more revenue, the research proves that using video strategically has the ability to transform your business.