Video Marketing Statistics 2021

Navigating Through Change

An in-depth look at the current state of video marketing

To analyze and understand the state of video marketing during COVID-19, we conducted a survey of 200 marketers and consumers in the USA between the ages of 20-60.

In our full report, we cover issues pertinent to video marketers and aim to provide insights that’ll help you navigate through 2021.

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Past Reports: 2020

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Feel free to use these statistics in any commercial or non-commercial capacity. If you use them, we require a link to MotionCue.

Enter 2021—consumer trends

Social media and video

Value of video content

Trends and trajectory

Enter 2021 consumer trends

The number one medium for keeping brands
top of mind: video

33% of consumers said video was the best at keeping brands top of mind. 31% picked images on social media, 19% said newsletters, 11% went with brochures/flyers, 3% said blogs, and 3% were in favor of infographics. https://motioncue.com/video-marketing-statistics-2021/

Videos spread joy in 2020

72% of people reported that video reduced their stress level during the pandemic and made them happy. https://motioncue.com/video-marketing-statistics-2021/

59% of consumers chose to watch entertaining videos during the pandemic, while 26% preferred informational/educational content. 9% opted for relatable stories, 5% watched content that offered support, and 1% said they watched ads. https://motioncue.com/video-marketing-statistics-2021/

The most popular device for video
consumption: mobile phone

66% of consumers said they watch video content on their mobile phones. https://motioncue.com/video-marketing-statistics-2021/

Online learning became the norm

56% of people said that the pandemic pushed them toward online learning. https://motioncue.com/video-marketing-statistics-2021/

Social media
and video

The no. 1 platform for watching videos: YouTube

71% of people picked YouTube as their favorite platform for watching videos. https://motioncue.com/video-marketing-statistics-2021/

Video grabs attention on social

68% of consumers spent a quarter or more of their time on social media watching videos. https://motioncue.com/video-marketing-statistics-2021/

The no. 1 platform for video marketers: YouTube

54% of marketers picked YouTube as their favorite platform for sharing content. https://motioncue.com/video-marketing-statistics-2021/

Social media usage during the pandemic

42% of people reported that they were more active on social media during the pandemic. https://motioncue.com/video-marketing-statistics-2021/

Value of video content

Marketers swear by video

70% of marketers said that videos showed a positive ROI. https://motioncue.com/video-marketing-statistics-2021/

Videos in vogue

The main business objectives marketers want to achieve with video are: build awareness (28%); explain product/service to prospects (24%); increase sales (18%); drive traffic (18%); and customer onboarding (12%). https://motioncue.com/video-marketing-statistics-2021/

High-value content for businesses

In terms of high-value content for businesses, 24% of marketers picked training videos, 24% chose promo videos, 14% went with demo/explainer videos, 14% selected live streams, 12% went with personalized videos, 10% opted for how-to videos, and 2% picked customer onboarding videos. https://motioncue.com/video-marketing-statistics-2021/

Trends and trajectory

Future outlook

68% of marketers shared more video content in 2020 compared to the year before. https://motioncue.com/video-marketing-statistics-2021/

78% of marketers plan to incorporate more videos into their marketing strategy. https://motioncue.com/video-marketing-statistics-2021/

In 2021, marketers plan to experiment with the following types of videos: training and educational videos (40%); mobile videos (38%); live streaming (36%); interactive videos (28%); shoppable videos (22%); video conferencing for marketing (18%); and video podcasts (16%). https://motioncue.com/video-marketing-statistics-2021/

COVID-19’s influence

Live streams went mainstream in 2020 and 60% of marketers chose YouTube as their favorite platform for going live. https://motioncue.com/video-marketing-statistics-2021/

During the pandemic, marketers created video content to inform and educate (38%), to advertise/sell products (20%), to offer support (emotional/technical) (18%), to tell relatable stories (16%), and to reposition their brand (8%). https://motioncue.com/video-marketing-statistics-2021/

64% of respondents said they used videos (asynchronous and synchronous) to communicate with their team while working remotely during the pandemic. https://motioncue.com/video-marketing-statistics-2021/

63% of people picked Zoom as their favorite video conferencing platform. https://motioncue.com/video-marketing-statistics-2021/

73% of people thought that video conferencing was a decent substitute for in-office face-to-face communication. https://motioncue.com/video-marketing-statistics-2021/