Video Marketing Statistics 2017
Survey: The State of Video Marketing 2017
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Usage, Spend, and ROI
Businesses using video
63% of businesses are using video as a marketing tool.
Out of those…
82% of businesses feel video is an important part of their marketing strategy.
99% of businesses will continue to use video throughout 2017.
82% of businesses will be spending more on video in 2017.
83% of businesses believe that video gives them a good ROI.
Businesses not using video
Out of the 37% of businesses that aren’t using video:
66% won’t be using video in 2017, with 48% citing they don’t feel it’s needed.
74% of respondents said that they have been convinced to buy a product or service after watching a brand’s video.
Video Effectiveness
84% of consumers have been convinced to make a purchase after watching a brand’s video.
91% of consumers have watched an explainer video to learn about a product or service.
How effective is an explainer video?
62% of businesses have an explainer video.
56% of businesses use their explainer video on their homepage.
Of those businesses…
62% of businesses said that the video on their homepage was an effective marketing tool.
97% of businesses said that their explainer video has helped increase user understanding of their product or service.
81% of businesses said that their explainer video has helped them increase sales.
Over half (53%) of businesses said that video has helped them reduce the number of support calls that they receive.
76% of businesses said that video has helped them increase traffic to their website.
Length and Voiceover
Voiceover Preferences
53% of consumers believe that a MALE voiceover would be the most effective for a product aimed at a male audience.
69% of consumers believe that a FEMALE voiceover would be the most effective for a product aimed at a female audience.
83% of consumers feel that an INFORMAL voice (chatty, laid back, conversational, communicates like friends and family) would be more relatable and persuasive than a formal voice.
75% of consumers have been discouraged from buying a product because a voiceover in an ad annoyed or alienated them.
Video Length
50% of consumers believe that 1 minute is the ideal length for an explainer video.
33% opted for between 1 – 2 minutes.
17% said less than 1 minute.
Video Trends – Past
Out of those, 78% said that Facebook Live was an effective marketing tool.
8% of businesses have used Snapchat for marketing purposes.
Out of those, 88% said that Snapchat was an effective marketing tool.
26% of businesses have used Instagram video for marketing purposes.
Out of those, 85% said that Instagram video was an effective marketing tool.
12% of businesses have used 360 video for marketing purposes.
Out of those, 86% said that 360 video was an effective marketing tool.
24% of businesses have used Interactive video for marketing purposes.
Out of those, 92% said that Interactive video was an effective marketing tool.
7% of businesses have used Virtual Reality video for marketing purposes.
Out of those, 59% said that Virtual Reality video was an effective marketing tool.
49% of businesses have used Webinars for marketing purposes.
Out of those, 94% said that a Webinar is an effective marketing tool.
Video Trends – Future
27% plan to use Snapchat in 2017.
42% plan to use Instagram in 2017.
31% plan to use 360 video in 2017.
43% plan to use interactive video in 2017.
17% plan to use VR video in 2017.
58% plan to use webinars in 2017.
Do these trends work overall?
82% of consumers have been encouraged to take action after watching a businesses marketing video.
Video and Mobile
60% of consumers prefer to watch videos on their desktop.