Video Marketing Statistics for 2021 and Beyond

As a marketer, you are in a constant struggle to capture the attention of your audience, and we are going to show you how video marketing is one of the most effective ways to do so. Looking at some of the video marketing statistics for 2020 will make it clear what this technology has to offer and how to best use it. 

Compelling Video Marketing Statistics for 2021

It has been fifteen years since YouTube came into existence and redefined the way users interact with video. In recent years, the popularity of video has soared further with new platforms such as Vine, Snapchat, TikTok as well as Twitter, Facebook, and Instagram. It is no secret that visual content drives high engagement and with video content accounting for 60% of downstream traffic, you can’t afford to miss your opportunity to connect to your audience via video marketing. 

The following video marketing statistics will give you an even better idea of the reach and effectiveness of video content, both in and out of the marketing context. Then, we are going to show you how to capitalize on that information to improve engagement with your audience. Let’s start by breaking these statistics down into three categories:      

Viewership

When we talk about video content for marketing, it primarily refers to video ads, tutorial videos, interviews, presentations, product demos, reviews, testimonials, and live streaming. Regardless of the type of video content, here are a few numbers that reflect the rise in viewership and the growing demand for video marketing:

• Around 14.9% of millennials (aged between 26-35 years) watched 10-20 hours of online video per week across the globe.
• In the U.S., the number of online users accessing digital video content was projected to reach 83.3 percent in 2020.  
• Smartphones are the primary device used by viewers worldwide to access online videos, followed by computers, smart TVs, and other internet-connected devices. 

Engagement

Engagement, in terms of comments, shares, etc., on social media platforms reflects how well a video resonates with its target audience. Completion rate and view duration are among other powerful video marketing metrics to gauge an audience’s interest in the content.

• In the first quarter of 2020, the completion rate for video ads in North America was reported to be 85%.
• 30-second ads account for more impressions than 15-second ads and remain the preferred ad length for many advertisers.
• The engagement rate for video posts on Facebook is the highest at 6.09%, compared to engagement with any other type of content on the platform.   

Effectiveness

With high viewership and engagement, it is quite clear that the sentiment towards video content and marketing is favorable. Video ads are instrumental in driving consumers to discover new brands and make purchasing decisions. As a result, video marketing is comfortably positioned as a key digital marketing strategy for modern business success.  

• 57% of marketers use live, in-the-moment videos to let viewers react in real-time.
• 88% of marketers reported that video marketing offers a positive ROI.   
• The global ad spending on online videos is projected to reach $61 billion by 2021.

So, What Type of Video Marketing Should You Use? 

With the total number of smartphone users in the U.S. having been estimated to reach 275.66 million by 2020, and a significant percentage of these users preferring communication with businesses via text messages, multimedia messaging service (MMS) marketing has proven to be a very effective way to reach your audience with video. And, when you consider that no special app or even an internet connection is required to receive text messages, it speaks volumes about the success and reach that text marketing campaigns can have. 

Unlike standard SMS that only supports plain text, MMS can be considered to be an improved version of that traditional text message, in that it lets you include rich media like videos, audio clips, and images. Interestingly, MMS offers an increased character limit over SMS (500 to 5,000 depending on the platform), way over the typical 160 to 240 character limit for SMS messages. 

With the features offered by MMS, you can leverage the statistics shown above and create engaging marketing messages containing text as well as high-interest visual content. These potential benefits of MMS marketing help you successfully reach subscribers, and since these recipients have already opted-in as subscribers, you know that you are reaching an audience that is interested in the content you will be delivering. 

All you need is the right text marketing platform to take advantage of MMS marketing for your business and include it in your overall marketing strategy. 

Choosing the Right MMS Delivery Platform for Your Marketing Goals

Choosing the right text marketing platform for your text marketing campaigns can have a significant impact on the success of those campaigns. The right text marketing platform should offer a robust suite of features that make things easy for you and valuable for your audience. 

Some features you will definitely want to have are unlimited keywords, which let you connect with different audience segments, and the option to create multiple user groups to help you send targeted MMS texts that your recipients will find valuable and relevant. Additionally, auto-responders in a text delivery platform can improve real-time engagement with your subscribers, and choosing a text marketing platform with a full audit trail helps your business avoid legal liabilities and find peace of mind. 

Last but not the least, you need affordable pricing so that you can capitalize on the clear value shown in these statistics without breaking the bank or spending your entire marketing budget in one place.    

Jeff Winaker

Jeff Winaker is the CEO of NorthText. He’s passionate about helping clients reach their customers faster with SMS marketing. He resides in the Bay Area with his family.