The HubSpot Blog’s 2024 Video Marketing Report [Data from 500+ Video Marketers]

More than ever, societal media channels are putting video contented beforehand and halfway connected their feeds, arsenic audiences progressively move to TikTok, Reels, and unrecorded videos to beryllium entertained, observe products, and moreover study astir breathtaking caller brands.

And for marketers, leveraging video not only offers nan highest ROI of immoderate media format, but it plays a cardinal domiciled successful helping marketers transcend their goals.

So, wherever successful nan world of video trading should you attraction your video trading efforts? To thief you find your adjacent steps, I surveyed 500+ video marketers to get their takes connected each sorts of topics and tactics, including: 

• Video Marketing Benchmarks and Metrics
• Video Marketing Benefits and Challenges
• The Top Video Marketing Goals and Strategies
• AI and Video Marketing
• Video Promotion Strategies
• Which video formats person nan highest ROI?
• Which channels and platforms are astir effective for video?

Let’s dive in.

Video Marketing Survey Findings

Video Marketing Benchmarks

The effectiveness of video trading is evident from nan study results — 73% of respondents opportunity video trading is effective astatine helping them scope their companies wide business goals. 

Video marketers besides overwhelmingly opportunity that video trading is very effective astatine helping pinch much circumstantial goals, specified arsenic helping customers understand their products/services, engaging audiences, and generating leads.

I besides asked marketers really galore videos they people per month, and a mostly (30%) are churning retired betwixt 8 and 10. 23% opportunity they’re publishing betwixt 5 and seven. 

I wanted to cognize really galore views these videos get, truthful I asked astir that arsenic well: 

• Most videos get betwixt 5K-10K views.
• 45% of trading videos mean little than 10K views
• 16% mean nether 1,000 views
• 17% mean complete 100K views

Views aren’t nan only metrics marketers track, though. There’s a agelong database of information points to support your eyes on, truthful let’s return a look astatine which are nan champion measurement of your video’s performance. 

The Most Prioritized Video Marketing Metrics

Video marketers told maine that engagement (likes, comments, etc.) is nan astir important video trading metric to track. That’s followed by watch clip and position count. 

I’ll dive a spot deeper into nan value of each awesome metric. 

1. Engagement Rate

43% of video marketers opportunity engagement is nan astir important video trading metric to watch, and this makes consciousness to maine because engagement intelligibly outlines really your videos resonate pinch your audience. 

High engagement intends group are eager to return action successful summation to conscionable watching nan video (liking, commenting, sharing, etc.). 

Here’s what Jigar Thakker, Chief Business Officer astatine INSIDEA, told maine astir why he thinks engagement complaint is nan astir important video trading metric:

“This metric [engagement rate] shows really good your assemblage is connecting pinch your content. High engagement indicates that your video is resonating pinch viewers, encouraging interaction, and fostering deeper connections pinch your brand…Engagement reflects nan existent effectiveness of your video successful driving meaningful actions and interactions.”

2. Watch Time

Watch clip is nan 2nd astir important metric that video marketers track. It’s cardinal to knowing really agelong group walk watching your videos.

And also, according to Michelle Tabor, Solutions Engineer astatine Lynton, nan value of your video: “I want arsenic galore group arsenic imaginable to watch, and position clip is simply a apical parameter of if my contented is boring aliases not.”

For example, if nan mean watch clip for your five-minute video is 4 minutes, astir viewers are sitting done astir each of it because you’ve successfully hooked them. If you spot a dropoff halfway through, nan video whitethorn person been excessively agelong aliases not held liking capable to support group watching. 

The wide mean watch clip of your videos tin beryllium useful erstwhile comparing similar-length videos. I do recommend, if possible, checking nan percent of viewers watching astatine cardinal moments passim your videos. 

Speaking of video length, I besides asked marketers astir really agelong trading videos should be.

How agelong should a trading video be?

A whopping 91% of marketers work together that nan optimal magnitude of a trading video is nether 10 minutes.

Beyond that, opinions commencement to differ, pinch nan largest chunk (36%) saying videos should beryllium betwixt 1-3 minutes, while 16% deliberation nan saccharine spot is betwixt 4-6 minutes. Another 30% opportunity nan optimal video magnitude is nether 60 seconds. 9% advocator for videos betwixt 7-9 minutes long.

At nan extremity of nan day, nan magnitude of your video will mostly dangle connected which type of video champion suits your goals (I’ll talk much astir this later on).

3. View Count

View count is nan 3rd astir important video trading metric to track, and nan 3rd astir celebrated video trading metric overall.

The meaning of views is successful nan word: really galore group position your trading videos. The much views you have, nan much people, well, viewed your video. 

However, precocious position count doesn’t ever adjacent precocious value video, which is why it’s important to show aggregate metrics (including nan ones I mentioned above) to get a well-rounded image of your videos success. 

Some different notable video trading metrics I want to telephone retired are follower/subscriber maturation and click-through complaint (CTR). 

If you’re gaining followers/subscribers from a video, it resonates pinch viewers and they want to spot much from you. If your maturation complaint is higher than normal, you tin replicate your strategy pinch that video to optimize nan remainder of your content. 

CTR speaks to your thumbnail and title/caption. It tells you really effective they are astatine getting group to watch your video successful nan first place. 

Let’s dive into nan adjacent section: video marketers apical goals for 2025. 

Video Marketing Goals

Video marketers' apical 3 goals are expanding marque consciousness and reaching caller audiences (52%), expanding online engagement (38%), and expanding gross and income (36%). 

More than ¼ of video marketers are besides focused connected utilizing video to turn their online community/following, while 23% are utilizing video to foster relationships pinch customers and summation marque loyalty. 

As I mentioned astatine nan very start, our study shows video trading is highly effective for reaching each of these goals, truthful let’s dive into immoderate of nan strategies video marketers are utilizing to succeed.

Video Marketing Benefits & Challenges

Video Marketing Benefits

Marketers opportunity that nan biggest use of video trading is that it helps customers amended understand a product/service.

They besides opportunity that videos are already celebrated among their target audiences and make much leads than different types of content.

While this seems perfectly successful statement pinch video marketers' goals, those benefits tin travel on pinch a fewer challenges. 

Video Marketing Challenges

Creating an effective video strategy is nan biggest situation video marketers face, followed by a deficiency of clip to create video contented and a deficiency of contented ideas.

Video Marketing Budgets

Having inadequate budgets to create video contented is thing that 28% of our study respondents struggle with. 

81% opportunity they person a dedicated fund for video marketing, and it makes up 41-60% of their wide trading budgets. Here’s what those budgets look like: 

• 8% of companies walk complete $100K connected video trading per quarter. 
• 47% walk nether $20K
• 45% walk betwixt $20K-$100K

How overmuch does creating a trading video cost?

91% of marketers’ companies walk nether $50,000 to create a trading video, and complete half walk nether $10,000.

Our study results show that marketers walk nan astir money during nan accumulation shape of creating a video (filming, mounting up lighting and audio, etc.).

Video Marketing Strategies

The Top Tactics for Creating Effective Videos

The astir important factors for creating effective video contented are capturing spectator attraction successful nan first fewer seconds, engaging video editing, and engaging storytelling/scripting. 

Why Immediately Capturing Viewer Attention Is Key

Capturing spectator attraction successful nan first fewer sections (and moreover seconds) of your video is important because it’s what gets them to instrumentality around. 

If they’re intrigued, they’re much apt to watch much and nan much they watch nan much apt they are to use from its contented (like educating them astir a merchandise aliases moreover conscionable making them laugh).

The longer they watch nan much apt they are to shape an belief of your business, and a affirmative belief tin animate follows/subscriptions. 

If you seizure their attraction and they instrumentality around, you besides person a higher chance of driving immoderate benignant of action, for illustration a spectator sharing nan video pinch friends. 

So, really tin you instantly seizure this attention?

Adriane Grunenberg, HubSpot Automation & Digital Analytics Expert astatine Pinetco, says: “The opening moments of your video are important for capturing attention. You could usage an intriguing question, a astonishing fact, aliases a visually appealing segment to drawback viewers' attraction immediately.”

I do person to mention that while storytelling/scripting is important, consumers nowadays besides crave authentic, behind-the-scenes, and “real-life” type content.

Gabrielle Herrera, Community Growth Senior Marketing Manager astatine HubSpot noticed first-hand really overmuch group bask this type of contented aft nan Community squad sent group to INBOUND 2024. 

A mostly of nan contented they created were videos, and she said: “The videos that received nan astir engagement and impressions weren't nan ones that were polished aliases scripted; they were nan ones that featured nan mean attendee, usually impromptu connected nan show floor, and highlighted nan unsocial experiences and learnings of those featured successful nan video.”

She adds, “There's surely a clip and spot for formal, scripted, and beautifully edited video marketing, but don't discount nan worth that UGC and peer-based perspectives tin bring to your video trading strategy!”

AI and Video Marketing

As pinch each areas of trading (and I conjecture life successful general), AI is impacting video marketing. In fact, nan astir commonly utilized generative AI devices among marketers are ocular AI devices (image/video/design generators). 

I wanted to get much circumstantial astir video trading and AI, truthful I asked our study respondents whether they’re utilizing AI successful their processes and really they’re doing so—just 9% said they don’t usage AI successful their video strategy. 

The astir celebrated usage cases for those who usage AI successful their video strategy is to make descriptions/titles/tags to amended searchability, amended aliases make ocular effects layered successful videos, and make different ocular features life text, titles, transitions, etc.

Here are immoderate different absorbing AI and video trading stats I dug up from different HubSpot research:

• Visual AI devices (image/video/design generators) are nan astir celebrated generative AI devices societal media marketers usage to create content, utilized by 49% of societal media marketers. (Social Media Trends Report)
• The astir celebrated type of contented societal media marketers usage generative AI to create is short-form video (46%), and 55% opportunity generative AI is nan astir adjuvant for making short-form video content. (Social Media Trends Report)
• Marketers are much apt to opportunity that utilizing generative AI to create contented for audio/visual channels drives affirmative ROI. (AI Trends For Marketers 2024 Report)

Pro tip: If you’re looking for a low-stakes and easy-to-use instrumentality to get started utilizing AI successful your video marketing, I urge HubSpot’s Clip Creator.

You simply reply a fewer basal questions astir nan video you’re hoping to create, take a template, and beryllium backmost to fto AI make nan personalized contented you’re looking for.

Video Promotion Strategies

It tin beryllium tempting to dedicate each of your clip to crafting nan “perfect” video pinch slick edits, precocious accumulation value, and an irresistible thumbnail. While these things are important, they suffer their powerfulness without effective video promotion.  

In fact, nan past 3 times we’ve tally our Consumer Trends Survey, consumers overwhelmingly opportunity that it’s much important that brands station authentic and relatable contented connected societal media than polished and high-quality content. 

On nan different hand, ineffectively promoting your video tin origin your video to flop, truthful let’s return a look astatine a fewer strategies video marketers usage to make judge that doesn’t happen.

How to Promote a Marketing Video

The astir effective video promotion strategies are sharing them connected societal media platforms, adding videos to your website aliases blog, and moving paid ads for your videos. 

For optimum results, I urge a well-rounded video promotion strategy that includes nan apical strategies marketers told america about, and that starts earlier your video goes unrecorded and continues aft it’s published. 

For example, if your video is going unrecorded connected YouTube successful nan adjacent 24 hours, hop connected Instagram and commencement a countdown connected your story. Share nan thumbnail and title 3-5 hours earlier nan video drops to make much interest. Prepare a teaser to hook viewers successful and stock that connected societal media arsenic soon arsenic your video releases.

Once nan video is out, you tin tally an interactive canvass related to your video connected societal media to prosecute your halfway assemblage and pique nan liking of those who haven’t seen it yet. You tin besides group up an email run to spell retired announcing your video a fewer hours later, aliases adhd a banner to your website linking to nan video.

All successful all, proceed to beforehand your videos whenever nan opportunity arises. For example, if you announcement a speech connected X (Twitter) related to nan taxable of a video you published 3 months ago, you tin stock nan nexus if it adds worth to nan conversation. 

Now that you’re up to velocity connected video trading goals and strategies let’s return a look astatine which video formats are astir effective.

Top Video Formats

Survey results showed that nan mostly of video marketers usage short-form video (83%), 39% leverage long-form video, and conscionable 14% usage unrecorded video. 

In this section, I’ll dive a spot deeper into each of these formats. 

1. Short-form Video

Of each nan video formats, short-form has nan highest ROI and is besides #1 for lead procreation and engagement.

Short-form video usage besides grew importantly this year, pinch marketers overwhelmingly readying to put it successful much than immoderate different media format.

To apical it off, 30% of marketers who didn't already usage short-form videos started doing truthful this year. Our blog squad moreover tested retired using short-form videos arsenic a promotional tool.

Exactly really short are these short-form videos marketers make? The statement among study respondents is that 21-30 seconds (42%) is nan optimal length. 32% opportunity 31-60 seconds. 

2. Long-Form Video

Long-form videos, defined successful this study arsenic videos complete 3 minutes, travel successful 2nd to short-form for ROI, lead generation, and engagement.

The biggest chunk of marketers (36%) opportunity nan perfect magnitude for a long-form video is 3-6 minutes. 

Where long-form outshines short-form video is that it takes first spot successful position of format marketers scheme to leverage for nan first clip this year. 

3. Live Videos/Live Streams Metrics And Benchmarks

Live video has mislaid fame among video marketers — a -56% alteration successful usage, successful fact, since nan past clip we ran this survey. It comes successful 3rd spot successful position of leads, engagement, and ROI. 

The Top Video Marketing Channels

Social media is, overall, nan astir utilized video trading channel—81% of our study respondents usage it. YouTube/Vimeo is nan second-most popular. 

Social media is besides nan transmission that brings successful nan highest ROI and generates nan astir leads, importantly outshining nan second-place holder (blog/website) — 83% of study respondents chose societal media arsenic having nan highest ROI, and 10% chose blog/website. 

While each these channels tin beryllium effective for sharing trading videos, societal media is nan clear winner. Let’s dive into which platforms are astir effective for video sharing. 

The Best Social Media Channels for Sharing Videos

1. Instagram

Instagram is nan astir celebrated societal media transmission for sharing videos. 76% of marketers usage it, and it’s nan apical societal level for ROI, engagement, and lead procreation erstwhile sharing trading videos. 

2. YouTube

YouTube comes successful astatine #2 down Instagram successful position of usage and ROI but 3rd for engagement and generating leads. 

3. Facebook

60% of video marketers usage Facebook to stock trading videos, and it ranks 4th for ROI, engagement, and lead generation. 

4. TikTok

TikTok offers nan second-best engagement and leads erstwhile sharing trading videos, and 54% of video marketers usage it. 

Which societal media channels person debased video performance?

Tumblr, Twitch, Pinterest, and Reddit are nan slightest celebrated channels for sharing trading videos, and each 4 connection small title to Instagram and YouTube successful position of generating precocious ROI, driving leads, and getting engagement. 

Now we cognize wherever marketers are sharing their videos, but what benignant of videos are they sharing connected those platforms?

What are nan apical contented types for trading videos?

1. Content Showcasing Your Products and Services

Content showcasing products/services is nan astir leveraged type of video content, and video marketers opportunity it’s nan astir effective astatine helping them scope their video trading goals. 

Consumers told america that contented showcasing a brand's products/services is nan second-most memorable type of contented they spot connected societal media, truthful it’s worthy investing successful this wrong your ain video trading strategy. 

2. Relatable Content

Relatable contented is nan 2nd astir celebrated type of video content, and it is besides nan 2nd champion successful position of helping marketers meet their goals. 

3. Educational and Informational Content

You should beryllium a adjuvant assets for your audience, truthful it’s nary astonishment that acquisition and informational videos are nan 3rd astir celebrated type of video among our study respondents. 

Learning caller things is 1 of nan main reasons consumers usage YouTube, truthful if you leverage that platform, see posting adjuvant and acquisition videos to your channel. 

4. Funny Content

Overall, funny contented is nan astir memorable type of contented for consumers erstwhile they brushwood it connected societal media. 32% of our study respondents usage it, and it comes successful 4th spot successful position of helping video marketers meet their goals. 

Viral Videos

Creating a viral video is simply a extremity that galore video marketers whitethorn have, but it’s not needfully a extremity you person power over. You mightiness dream to spell viral by, say, jumping connected trending topics aliases leveraging a celebrated influencer/celebrity, but its imaginable really depends connected really consumers person it. 

How to Make a Video Go Viral

However, pinch that successful mind, I did inquire our study respondents if they’d had a manus successful creating a viral video and, if so, what they deliberation contributed to its virality. The apical themes I gleaned from responses are: 

• Videos are relatable, authentic, and humorous 
• Viral videos capitalize connected trends, popular culture, and timely events
• Viral videos are informative and thatch viewers thing caller aliases supply valuable information
• Viral videos elicit beardown emotions by showcasing existent stories
• Viral videos promote spectator relationship done comments, likes, shares, aliases challenges
• Viral videos are easy to stock for group who want to walk them on to friends and family.

How agelong does it return to create a trading video?

93% of trading videos are created successful 3 weeks aliases less, and 32% are made successful nether a week. 

This doesn’t astonishment maine astatine all: short-form videos are nan astir celebrated video format, and consumers admit much authentic videos.

This intends that marketers tin walk little clip connected accumulation (shorter videos typically require little filming) and editing.

More Insights From nan HubSpot Blog

Whether you’re conscionable getting started pinch video trading aliases a seasoned video professional, keeping up pinch nan latest trends and trading strategies is key.

While video trading is presently 1 of nan apical trading strategies, location are a fewer others that person moreover amended ROI - luckily, you tin incorporated astir of them into your video trading strategy for moreover amended results.

Just getting started pinch video? You tin besides download our free Video Marketing Starter Pack below.