Creating video content is a time-consuming process and it doesn’t matter if you are a small business or a large multinational. You need to know if the content you are producing is working. Here I want to share with you the video content engagement statistics that you should care about and how you can get them!
In 2020, nearly 72% of customers would prefer to learn about a product or service through videos, and Cisco predicted that video will even make up 82% of all internet traffic in 2021. If that statement doesn’t make you want to jump on board the video content bandwagon – I don’t know what will!
80 video content engagement statistics from around the web
- 85% of all internet users in the U.S watched online video content monthly on any of their devices (Statista, 2018)
- 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018)
- 87% of marketing professionals use video as a marketing tool. (Wyzowl, 2019)
- Videos are a consumers’ favorite type of content to see from a brand on social media. (Animoto, 2018)
- 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto, 2018)
- Video marketers get 66% more qualified leads per year (Optinmonster, 2019)
- The average user spends 88% more time on a website with video (Forbes, 2018)
- Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. (Wyzowl, 2018)
- YouTube is the second largest search engine. It receives more than 1.5 billion users per month and plays over 1 billion hours of video each day to users. (SEJ, 2018)
- Viewers are 95% more likely to remember a call to action after watching a video, compared to 10 percent when reading it in text format. (Forbes, 2017)
- 88% of marketers are satisfied with their social media video marketing ROI (Smart Insights, 2019)
- 82% of users find it off-putting to watch videos that are not optimized in their chosen orientation
- 7. 65% of senior executives visit the website related to a video they viewed on YouTube (impactbnd, 2019)
- 97% of marketers report that video helps users understand their products or services better. It also helps to increase sales.
- 53% of consumers engage with a brand after viewing a video on social media (Smart Insights, 2019)
- In terms of how people engage with a brand after watching a video, 20% reported visiting a brands’ website while a further 20% then conducted research into the brand. On top of this, 23% of people (30% of Millennials) want a video to be accompanied by a link that allows them to directly purchase a product, showing that product videos and shoppable content offer a lot of opportunity. (Smart Insights, 2019)
- When text and video are presented on the same page, 72% of people prefer to learn about a service or product via video. While watching a video may not necessarily be quicker than reading a text description, it offers a chance to see the benefits of what is on offer. On top of this preference, 83% of consumers said they would consider sharing a video they enjoyed with friends, helping to increase brand awareness, engagement and ROI even more. (Smart Insights, 2019)
- 75% of Instagram users have taken an action, such as visiting a website, after viewing a brand’s content on the platform. (Smart Insights, 2019)
- This year is likely to see video accounting for around 78% of mobile data traffic, showing that smartphones are the device of choice when it comes to consuming video content. (Smart Insights, 2019)
- One of the biggest emerging trends in video is interactive video, with 23% of marketers saying they have used it, which is up from 20% in 2018. (Smart Insights, 2019)
- While websites and social media were top of the list in terms of where video content is used, with 85% and 84% of respondents using these, respectively, many marketers are using videos in different ways. Some 67% of respondents use video on YouTube, while others use them on landing pages (57%), recorded webinars (55%), emails (55%) and to help with sales conversions (24%). (Smart Insights, 2019)
- Adding video to your emails can increase click rates by 300%. (HubSpot)
- 50% of viewers aged 18-34 said they would stop what they were doing to watch a video from their favorite creator. (Google)
- On average, people spend 2.6x more time on pages with video than without. (Wistia)
- 64% of consumers will make a purchase after watching branded videos on social platforms. (Tubular Insights)
- Video is expected to make up 82% of internet traffic by 2021. (Cisco)
- YouTube video kills it with over five billion views every day VideoNitch
- Videos under two minutes long get the most engagement. (Wistia)
- 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
- Google Chrome blocks autoplay ads as a way to make the 82% of consumers that hate autoplay stick around. (Marketing Land)
- 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
- 65% of viewers skip online video ads as soon as possible. (CNBC)
- 93% of marketers use video. (SingleGrain)
- 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)
- 71% of people watch more video than they did a year ago. (HubSpot)
- 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. (Buffer)
- 6 out of 10 people would rather watch online videos than television. (Google)
- Mobile video consumption rises by 100% every year. (Insivia)
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
- 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
- A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
- YouTube is the second most popular website after Google. (Alexa)
- Users view more than 1 billion hours of video each day on YouTube. (YouTube)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- 75% of all video plays are on mobile devices. (eMarketer)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
- 92% of users watching video on mobile will share it with others. (Wordstream)
- By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)
- 65% of people use YouTube to help them solve a problem. Want to build a house or remove weird parasites from your eye? YouTube might have the answer. (Google)
- Social media posts with video have 48% more views. (HubSpot)
- 45% of Twitter users want to see more videos from celebrities. (Twitter)
- 90% of Twitter video views happen on a mobile device. (Twitter)
- Over 1.9 billion people use YouTube. That’s about one-third of the internet. (YouTube)
- The highest earner on YouTube made $22 million last year. He’s 7 years old.
- YouTube has 23,946,561 subscribers (and counting!) (SocialBlade)
- 62% of people said they were more interested in a product after seeing it in a Facebook Story. (Marketing Land)
- 75 million people visit Facebook’s video platform every day. (Adweek)
- Social video generates 1200% more shares than text and image content combined. (G2 Crowd)
- Video promotions are now equally as popular as photo promotions on Facebook. (Socialbakers)
- Snapchat users watch 10 billion videos each day. (Mashable)
- Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
- Social video gets shared 1200% more than text and images combined. (Wordstream)
- Mobile video ad spend is expected to be around 72% of the total digital ad spend this year. (eMarketer)
- 81% of businesses prefer to use Facebook for their video marketing. (Buffer)
- Videos attach 300% more traffic and help to nurture leads. (MarketingSherpa)
- A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia)
- Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
- Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Hubspot)
- Video increases organic search traffic on a website by 157%. (Conversion XL)
- 25% of companies publish videos every week. (Buffer)
- 85% of consumers want to see more video content from brands. (HubSpot)
- 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video. (Forbes)
- 97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
- 87% of businesses now use video as a marketing tool. (This figure has seen a sharp rise from 63% in 2017, and 81% in 2018.) (Wyzowl, 2019)
- 90% of video marketers feel the level of competition and noise has increased in the past year (Wyzowl, 2019)
- But despite this – 99% will continue to use video in 2019, with 88% saying they’ll spend more than they did in previous years. (Wyzowl, 2019)
- 68% of people say they’d most prefer to learn about a new product or service by watching a short video. This makes video more popular as a learning tool than text-based articles (15%), infographics (4%) presentations and pitches (4%) ebooks and manuals (3%). (Wyzowl, 2019)
- 91% of video marketers consider video an important part of their marketing strategy. That’s an increase from 82% in 2017 and 85% in 2018. (Wyzowl, 2019)
- Social Media Today
- Wave Video Blog
- The State of Video Marketing in 2020 [New Data] Hubspot
- The Ultimate List of Marketing Statistics for 2019 Hubspot
- 16 Video Marketing Statistics to Inform Your 2020 Strategy [Infographic] Hubspot
I run a purpose-focused content design agency and I know that video content is not about just pushing record on a camera. There is a huge amount of effort that goes into the strategy that allows you to connect with your audience, produce content that they want to engage with and importantly – track what they are engaging with the most.
Why knowing the statistics is an important part of a strategy
A digital strategy is split up into four parts and you can find a full content strategy workflow in my post – click here.
1. Define your audience
This is all about identifying your ideal customer. This is about knowing who you are talking to. The way you talk to a new parent is very different from how you talk to a CEO or professional. So that means you need to have a clear image of the person you are speaking to.
You need to create a customer or audience persona and lay the foundations for the type of voice and content they want to see.
Sometimes you don’t know exactly who your audience is. If you already have clients you could start by looking at who they are and use that as a base from which to grow your audience avatar.
If you have no idea or want to grow an audience that just likes you and wants to connect that is also OK. But remember to visit this question regularly it’ll help in the long run!
2. What content do they want?
There are so many options and sorts of content that you can create: videos, animations, infographics, podcasts, SEO optimised articles – which one is best?
The great news is that it has never been easier to create all sorts of content! There are more and more services and educational content that can help you create anything! Canva, SplashEO, AnchorFM are just some examples of services that are free or inexpensive ways to create content.
The second part of this question is: What content will be most helpful to them? What do they want to know about and how can you best help them?
I’ve written about this extensively in another blog post. The first thing is to make a list of 20 questions that your potential audience would be asking that you can answer. Then break them down into keywords or topics.
Take the keywords that you come up with (you may four or five) and put them into a free tool called Answer the Public.
Here you will find a whole range of questions that are being searched on Google around the keywords and topics that you identified.
Use that information to guide your topics and videos. The questions may not be the one you thought that your audience would be asking and that’s the whole point of this!
3. Where are they?
There are so many platforms, websites and online publications that you could create content for. Each has its own unique best use requirements and voice that it can be hard to pick which ones work for you!
Your audience may be across many platforms so you can test which are the most engaged. For example, visiting your website is a great metric of how engaged the audience is.
4. Measure and optimise
This is why were are here, right! This part uses the video content engagement statistics to work out if you are heading in the right direction!
We need to know if your content is “working” based on our goals. Are your audience engaging beyond simply ‘liking’ the content or are they commenting and sharing?
This data is the only way to inform your content strategy and achieve your goals. Remember that this is not meant to be used as a way to trick your audience into commenting liking or sharing your content.
Use this information to be more and more helpful to your audience. What are they engaging with is often content that addresses a particular problem that they are having.
The statistics that you should care about for your content
Content creation can be an agonising process. Coming up with ideas, recording or writing the content, editing for narrative, video color correction, audio balancing adding extra multimedia…
You want to make sure that your engagement is going up and you are at least getting better at being valuable to your audience. I recently recorded a video about the metrics that I use for determining if I’m heading in the right direction!
Here’s a breakdown of the metrics that I use for blogs and video content!
Blogs are a fantastic way to be as helpful as possible to your audience. I like to write long-form posts (over 1500 words) that are detailed and crammed full of value. This forms part of my long term strategy as each of my blog posts are search engine optimized for search engines.
After writing a blog post it can take up to one year to see the results organically (you can post to social media for quicker traffic). Once you see some traffic here are the metrics that can determine your content value.
Time on page
I am going to use Google Analytics for all of the results that I’m posting here. Whatever you use to track your website’s analytics these should be the same.
In google analytics click on behavior> overview to get these metrics for the date range you are interested in. For the lifetime of this blog this is what mine look like:
The blog is less than a year old but you can see that the average time on page is over two minutes – that is what you should aim for! This number reflects how much your audience is reading of your blog posts.
Another blog that I run (only three months old) has organic traffic time-on-page of over seven minutes! This tells me that the 30 blog articles that I wrote are really valuable and have a large growth potential with the search engine traffic.
Number of visitors
With my blog, I am very interested in growing the number of visitors that I am attracting to my blog. Whether that is from search engines or my audience that I am growing on LinkedIn. I want to see growth.
It is a really young blog but all I care about is that there is a steady growth month on month. Creating content is a long term strategy and measuring month on month is better than worrying if a particular week is better than another.
These two metrics are how I like to measure how valuable my blog is – beyond that looking at what post and pages are visited the most
Video content can also provide long term growth if posted to YouTube. With the right keyword strategy and a bit of time, your content will be searchable. However, I will be focussing on the content metrics that matter for social media platforms – where likes are given away freely and shares mean that your audience has identified with some aspect of the video. Shares are the highest value interaction.
Here are a range of formulas that you can use to measure engagement!
5 Popular engagement formulas
There are a number of ways that you can measure engagement on social media posts. Here are a few from Hootsuite that I think are very important!
1. Engagement rate by reach (ERR)
This formula is one of the most common ways to calculate engagement with content. It measures the percentage of people who chose to interact with your content after seeing it.
- ERR = total engagements per post / reach per post * 100
To determine the average, add up the all the ERRs from the posts you want to average, and divide by number of posts:
- Average ERR = Total ERR / Total posts
2. Engagement rate by posts (ER post)
This formula measures engagements by followers on a specific post. It is similar to ERR, except instead of reach it tells you the rate at which followers engage with your content.
- ER post = Total engagements on a post / Total followers *100
To calculate the average, add up all the ER posts you want to average, and divide by number of posts:
- Average ER by post = Total ER by post / Total posts
Example: Post 1 (4.0%) + Post 2 (3.0%) / 2 = 3.5%
3. Engagement rate by impressions (ER impressions)
Another base audience metric you could choose to measure engagements by is impressions. While reach measures how many people see your content, impressions tracks how often that content appears on a screen.
- ER impressions = Total engagements on a post / Total impressions *100
- Average ER impressions = Total ER impressions / Total posts
4. Daily engagement rate (Daily ER)
While engagement rate by reach measures engagement against maximum exposure, it’s still good to have a sense of how often your followers are engaging with your account on a daily basis.
- Daily ER = Total engagements in a day / Total followers *100
- Average Daily ER = Total engagements for X days / (X days *followers) *100
5. Engagement rate by views (ER views)
If video is a primary vertical for your brand, you’ll likely want to know how many people choose to engage with your videos after watching them.
- ER view = Total engagements on video post / Total video views *100
- Average ER view = Total ER view / Total posts
The final word
Video content engagement statistics for your content are a tricky thing to try and measure and calculate. As long as you are consistent with the metric that you are using to measure your engagement you can’t to too far wrong!