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.

Past Reports: 2020

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

Videos spread joy in 2020

72% of people reported that video reduced their stress level during the pandemic and made them happy.

The most popular device for video
consumption: mobile phone

Online learning became the norm

Social media
and video

The no. 1 platform for watching videos: YouTube

Video grabs attention on social

68% of consumers spent a quarter or more of their time on social media watching videos.

The no. 1 platform for video marketers: YouTube

Social media usage during the pandemic

Value of video content

Marketers swear by video

70% of marketers said that videos showed a positive ROI.

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%).

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.

Future outlook

68% of marketers shared more video content in 2020 compared to the year before.

78% of marketers plan to incorporate more videos into their marketing strategy.

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%).

COVID-19’s influence

Live streams went mainstream in 2020 and 60% of marketers chose YouTube as their favorite platform for going live.

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%).

64% of respondents said they used videos (asynchronous and synchronous) to communicate with their team while working remotely during the pandemic.

63% of people picked Zoom as their favorite video conferencing platform.

73% of people thought that video conferencing was a decent substitute for in-office face-to-face communication.

2021 video marketing trends

Where Next?

Click here to instantly download a PDF of this survey.

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