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34 B2B Video Marketing Stats You Need to Know in 2023

April 17, 2023 BY EPM Agency

Did you know that 62% of global B2B buyers consume content before making a purchase decision? Or that 72% of customers would rather learn about a product or service by way of video?

Video is an excellent way of boosting engagement across your digital platforms as the content can be created to be easy to consume. From bite-sized 30-second social media clips to longer talking-head testimonial videos, they can offer a versatile medium to connect with your audience.

Moreover, videos are a powerful tool for salespeople. With the potential for a high return on investment, they provide a visually stimulating and easily shareable means to enhance presentations or pitch products via a simple link.

Here, we’ve listed the essential video statistics you need to know to boost your marketing.

Video Marketing Statistics Overview

55% of marketers claim video marketing has an average ROI, and 41% of marketers report video marketing having a high ROI. Source: Hubspot

40% of marketers claim the biggest benefit of creating video content is to help customers understand its products and services. 36% of marketers say the biggest benefit of video content is that it gets more engagement than other types of marketing. Source: Hubspot

68% of marketers say content showcasing their products and services generates the biggest ROI. Source: Hubspot

Nearly 75% of B2B marketers believe that video has a positive impact on their ROI. Source: Biteable

74% of marketers say video has a better return on investment than static imagery. Source: Biteable

52% of marketers say that video helps them build trust with potential customers. Source: Biteable

53% of marketers say that video helps them raise awareness. Source: Biteable

Customers can retain up to 95% of the content in a video, but only 10% of it when reading it. Source: Insivia

72% of customers would rather learn about a product or service by way of video. Source: Hubspot

Video Marketing on Social Media Statistics

LinkedIn users are 20 times more likely to share a video post. Source: Hubspot

67% of marketers say sharing marketing videos on social media (YouTube, Instagram, TikTok) has the biggest ROI. Source: Hubspot

The top social media platform for sharing videos is YouTube (70%), followed by Instagram (60%) and TikTok (35%). Source: Hubspot

64% of marketers say their company has the highest engagement when sharing marketing videos on Instagram. Source: Hubspot

According to marketers, the top social media platforms for generating leads from videos are Instagram (66%) and YouTube (59%). Source: Hubspot

56% of brands plan on increasing their investment in videos for Instagram this year. Source: Hubspot

When posting marketing videos on social media, 55% of marketers say they leverage a mix of organic and paid content. Source: Hubspot

32% of marketers found the most effective way to generate leads from marketing videos is to place links to landing pages on social media video ads. Source: Hubspot

Video Marketing Combined With Email Marketing Statistics

A video thumbnail can improve subscriber engagement by almost 41% when it’s included in an email. Source: Backlinko

Emails with a video thumbnail saw a 21.52% increase in clicks. Source: Wistia

Including the word video in email subject lines increased open rates by 6%. Source: Superoffice

Video can increase open rates by 19% and click rates by 65% while reducing unsubscribe rates by 26%. Source: Campaign Monitor

Video Marketing on Web Pages and Landing Pages Statistics

A website is 53 times more likely to reach the front page of Google if it includes video. Source: Insivia

Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
Moz Source: Hubspot

Including a video on your landing page can boost your conversion rate by up to 80%. Source: Unbounce

Video Marketing Strategy Statistics

42% of marketers surveyed say creating video content through an outside agency has resulted in better videos. Source: Hubspot

69% of marketers claim the biggest benefit of creating video content in-house is having more creative control and flexibility. Source: Hubspot

When asked what the biggest benefit of working with an agency to create video content is, 68% of marketers point to higher-quality videos that look more professional. Source: Hubspot

14% of marketers say their company spends between $7,000 to $10,000 to produce a video. Source: Hubspot

When asked how long it takes to create a marketing video from start to finish, 30% of marketers say it takes two weeks. Source: Hubspot

According to 65% of marketers, production (filming, lighting, and audio) is the most expensive part of the video creation process. Source: Hubspot

38% of marketers say pre-production (ideation, writing the script, and casting) is the most time-consuming part of the video creation process. Source: Hubspot

When asked what the three biggest challenges are when creating video content, the top responses were lack of time to create video content (39%), difficulty creating an effective video strategy (33%), and inadequate budget to create video content (31%). Source: Hubspot

According to marketers the top three most important factors for creating effective video content are capturing viewers’ attention in the first few seconds (36%), effectively promoting videos (36%), and keeping videos concise (33%). Source: Hubspot

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