Video Marketing Statistics 2025
Section 1: Video marketing usage
🏆 89% of businesses use video as a marketing tool – a slight reduction from recent years but still an overwhelming majority.
🔑 95% of video marketers see video as an important part of their overall strategy – quite the climb from last year!
Reasons for not using video marketing…
The biggest barrier to adopting video marketing is that most marketers (37%) simply don’t know where to start! 🤷
⏰ Lack of time also remains a big barrier to video marketing adoption. Over a quarter of marketers who don’t use video say it’s because they don’t have enough time.
16% of marketers who don’t use video are unclear on the ROI of video marketing.
11% of marketers who don’t use video say it’s too expensive.
5% feel unable to convince key decision-makers.
And a further 5% of marketers who don’t use video don’t feel they need video in their marketing strategy.
BUT…
🔜 68% of marketers who don’t use video say they plan to start using video in 2025.
Our analysis…
The data is here and it’s clear: Video marketing is going nowhere! Video as a tool is used by 89% of businesses and is considered integral to the marketing strategy of 95% of marketers – an all-time high. Of course, barriers to adoption still exist for some marketers, with most citing time constraints or simply not knowing where to start as their main obstacles. This hints that getting started with video marketing could feel overwhelming for many. However, 68% who did not use video marketing last year plan to join the party in 2025.Section 2: Types of video created
🎥 Live action video is the most commonly created type of video.
54% of video marketers have mostly created live action video.
This is followed by animated video (24%) and screen-recorded (15%).
🏠 Over half of marketers create their videos themselves, in house.
The rest exclusively use external vendors (14%) or opt for a mix of both (31%).
Videos are being used for a wide – and evenly spread – number of different purposes…
73% of video marketers have created explainer videos, making this the most popular singular use case for video marketing in 2025.
This is followed by social media videos (69%)
Video testimonials (60%)
Presentation videos (53%)
Product demos (48%)
Sales videos (44%)
Teaser videos (44%)
Video ads (42%)
Onboarding customers (26%)
Videographics (22%)
Training videos (20%)
Customer service videos (20%)
App demos (17%)
And, employee onboarding (11%)
Our analysis…
Live action and animation continue to battle it out for the most popular video format among marketers, with live action comfortably winning. However, this highlights animation as a unique opportunity for brands who want to stand out in their industry. A third of marketers opt for a mix of making videos in-house and using external vendors. This makes sense as different types of videos require differing amounts of effort and expertise. For example, social media videos can be shot in the office on your iPhone, but a product demo or explainer video is likely to require a professional touch. Speaking of which, explainer videos comfortably top the charts as the most popular video type created. As explainer video fans ourselves, this comes as no surprise. Explainer videos are the perfect tool for helping marketers to explain products, services, topics and ideas.Section 3: The AI effect
🤖 This is almost an even split. 51% of video marketers say they’ve used AI tools to help them create or edit marketing videos, while 49% have not.
Our analysis…
Now this is very interesting! Last year, we reported that 75% of video marketers had used AI to create or edit videos. This has dropped significantly to 51%. Could this highlight an issue with the quality of AI-generated videos? Perhaps the technology is not yet capable of matching the high standard of human-made videos.Section 4: Video marketing – The financials
Most marketers (53%) allocate a third of their budget (or less) to video content. And surprisingly, 14% are not tracking the data and are unsure how much they spend!
📈 Most marketers (93%) plan on spending around the same or more on video marketing in 2025.
📢 36% of marketers have spent money on video ads this year. But the majority (64%) relied on organic reach.
💸 Responses on video marketing costs were mixed. 36% believe the costs associated with video marketing are getting cheaper, and a further 36% said they noticed no change. While 28% said costs are increasing.
Our analysis…
The amount spent by marketers on video content varies quite widely, which isn’t surprising as every business will have different budgets. What is surprising is that 14% of marketers aren’t even tracking their spend! This can obviously make it difficult to understand if video is delivering a good ROI (more on that in the next section). Another thing video marketers couldn’t agree on was whether the cost of creating a video is increasing or decreasing. What most people did agree on, however, was that they will continue to spend around the same (or more) on video content in 2025.Section 5: ROI – What does success look like?
👍 93% of marketers say video marketing has given them a good ROI – that’s the highest since we started recording this data!
66% of video marketers quantify ROI through video engagement such as likes, shares and reposts.
62% of video marketers quantify ROI through video views.
49% of video marketers quantify ROI through leads/clicks.
40% of video marketers quantify ROI through brand awareness/PR.
36% of video marketers quantify ROI through customer engagement and retention.
30% of video marketers quantify ROI through bottom line sales.
Most people (73%) believe videos between 30 seconds and 2 minutes are most effective.
99% of video marketers say video has helped to increase user understanding of their product or service – this is another all-time high!
96% of video marketers say video has helped them increase brand awareness. Up from 90% in our 2024 report.
82% of video marketers say video has helped them increase web traffic – a slight decrease.
88% of video marketers say video has helped them generate leads.
84% of video marketers say video has directly increased sales.
84% of video marketers say video has helped keep visitors on their website longer (aka dwell time).
62% of video marketers say video has helped them reduce support queries.
Our analysis…
Across the board, video marketing appears to be delivering an excellent ROI for businesses. Video content is helping marketers reduce support queries, increase brand awareness and user understanding, increase web traffic and dwell time, generate leads, and increase sales. When it comes to measuring ROI, video marketers take a look at different metrics – which is great for getting the whole picture. Most agreed that they use video views and engagement markers, such as likes, shares, and reposts.Section 6: The customer view…
👨🎓️ 98% of people have watched an explainer video to learn more about a product or service – an all-time high!
🛍️ 87% of people have been convinced to buy a product or service by watching a video – not quite an all-time high, but another increase.
📲 81% of people have bought or downloaded an app after watching a video about it – another all-time high for this data.
🙋 83% of consumers want to see more videos from brands in 2025 – if we call out the all-time highs, we have to call out the all-time lows too, right? Although this figure is still pretty great for video marketers!
🤩 91% of consumers say video quality impacts their trust in a brand. Up from 87% in our 2024 report.
💬 When asked how they’d like to learn about a product or service, 78% say they’d most like to watch a short video.
This comfortably beats off other materials such as text-based articles (9%), ebooks or manuals (5%), infographics (3%), sales calls (2%) or webinars/presentations/pitches (3%).
Our analysis…
We had a lot of all-time highs with this data, highlighting that consumers are more receptive to video marketing than ever. More people are watching videos, and more people are buying products and services after watching. Video quality is also important to the large majority of consumers – which is perfectly understandable. They’re exposed to a lot of video content so they’re going to be able to quickly tell the difference between something that’s poorly put together and something made with professional care.Section 7: Video marketing channels
The 🎉 MOST WIDELY USED 🎉 video marketing platforms
For the first time ever, LinkedIn is the most widely used video marketing platform with 70% of video marketers using it. This suggests an increase in usage among B2B brands. Other widely used platforms include Facebook (66%), Instagram (66%), and webinars (51%).
The 👎 LEAST WIDELY USED 👎 video marketing platforms
X (27%), interactive video (24%), 360 video (14%), Facebook Live (12%), VR (9%), and Snapchat (8%) come in as comfortably the least widely used video marketing platforms.
Note: We accidentally omitted YouTube as a question in the survey but this has comfortably been the winner each year with 90% in 2024.
The 🤩 MOST EFFECTIVE 🤩 video marketing platforms
Instagram is the most successful video marketing platform for marketers, with 61% reporting success. This is followed by LinkedIn (59%), Facebook (51%), and webinars (49%).
The ☠️ LEAST EFFECTIVE ☠️ video marketing platforms
Interactive video (17%), 360 video (11%), X (10%), Facebook Live (10%), VR (7%), and Snapchat (7%) are reported as the least effective platforms for video marketing.
Note: We accidentally omitted YouTube as a question in the survey but this has comfortably been the winner each year with 78% in 2024.
Our analysis…
There are some clear winners and losers in this category. Video marketers favour Facebook, Instagram, LinkedIn, and webinars. These are the platforms that bring them the most success and, unsurprisingly, the platforms they plan to continue using the most in 2025. Some platforms have really taken a nosedive since last year, most notably Snapchat and X.Get more info & pricing
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