Greater than ever, social media channels are placing video content material entrance and middle on their feeds, as audiences more and more flip to TikTok, Reels, and reside movies to be entertained, uncover merchandise, and even find out about thrilling new manufacturers.
And for entrepreneurs, leveraging video not solely provides the highest ROI of any media format, however it performs a key position in serving to entrepreneurs exceed their targets.
So, the place on the earth of video advertising and marketing must you focus your video advertising and marketing efforts? That can assist you decide your subsequent steps, I surveyed 500+ video entrepreneurs to get their takes on all kinds of matters and techniques, together with:
Let’s dive in.
Video Advertising Survey Findings
Video Advertising Benchmarks
The effectiveness of video advertising and marketing is clear from the survey outcomes — 73% of respondents say video advertising and marketing is efficient at serving to them attain their corporations total enterprise targets.
Video entrepreneurs additionally overwhelmingly say that video advertising and marketing could be very efficient at serving to with extra particular targets, corresponding to serving to clients perceive their merchandise/providers, participating audiences, and producing leads.
I additionally requested entrepreneurs what number of movies they publish per 30 days, and a majority (30%) are churning out between 8 and 10. 23% say they’re publishing between 5 and 7.
I wished to know what number of views these movies get, so I requested about that as effectively:
- Most movies get between 5K-10K views.
- 45% of selling movies common lower than 10K views
- 16% common underneath 1,000 views
- 17% common over 100K views
Views aren’t the one metrics entrepreneurs monitor, although. There’s an extended listing of information factors to maintain your eyes on, so let’s check out that are the very best measure of your video’s efficiency.
The Most Prioritized Video Advertising Metrics
Video entrepreneurs advised me that engagement (likes, feedback, and many others.) is a very powerful video advertising and marketing metric to trace. That’s adopted by watch time and think about rely.
I’ll dive a bit deeper into the significance of every main metric.
1. Engagement Fee
43% of video entrepreneurs say engagement is a very powerful video advertising and marketing metric to look at, and this is sensible to me as a result of engagement clearly outlines how your movies resonate together with your viewers.
Excessive engagement means persons are desirous to take motion along with simply watching the video (liking, commenting, sharing, and many others.).
Right here’s what Jigar Thakker, Chief Enterprise Officer at INSIDEA, advised me about why he thinks engagement fee is a very powerful video advertising and marketing metric:
“This metric [engagement rate] reveals how effectively your viewers is connecting together with your content material. Excessive engagement signifies that your video is resonating with viewers, encouraging interplay, and fostering deeper connections together with your model…Engagement displays the true effectiveness of your video in driving significant actions and interactions.”
2. Watch Time
Watch time is the second most essential metric that video entrepreneurs monitor. It’s key to understanding how lengthy folks spend watching your movies.
And in addition, in line with Michelle Tabor, Options Engineer at Lynton, the standard of your video: “I need as many individuals as attainable to look at, and think about time is a prime indicator of if my content material is boring or not.”
For instance, if the typical watch time in your five-minute video is 4 minutes, most viewers are sitting by almost all of it since you’ve efficiently hooked them. When you see a dropoff midway by, the video could have been too lengthy or not held curiosity sufficient to maintain folks watching.
The general common watch time of your movies will be helpful when evaluating similar-length movies. I do suggest, if attainable, checking the share of viewers watching at key moments all through your movies.
Talking of video size, I additionally requested entrepreneurs about how lengthy advertising and marketing movies must be.
How lengthy ought to a advertising and marketing video be?
A whopping 91% of entrepreneurs agree that the optimum size of a advertising and marketing video is underneath 10 minutes.
Past that, opinions begin to differ, with the most important chunk (36%) saying movies must be between 1-3 minutes, whereas 16% suppose the candy spot is between 4-6 minutes. One other 30% say the optimum video size is underneath 60 seconds. 9% advocate for movies between 7-9 minutes lengthy.
On the finish of the day, the size of your video will largely depend upon which sort of video most accurately fits your targets (I’ll discuss extra about this afterward).
3. View Rely
View rely is the third most essential video advertising and marketing metric to trace, and the third hottest video advertising and marketing metric total.
The that means of views is within the phrase: how many individuals view your advertising and marketing movies. The extra views you have got, the extra folks, effectively, seen your video.
Nonetheless, excessive view rely doesn’t all the time equal top quality video, which is why it’s essential to watch a number of metrics (together with those I discussed above) to get a well-rounded image of your movies success.
Another notable video advertising and marketing metrics I need to name out are follower/subscriber progress and click-through fee (CTR).
When you’re gaining followers/subscribers from a video, it resonates with viewers and so they need to see extra from you. In case your progress fee is increased than regular, you possibly can replicate your technique with that video to optimize the remainder of your content material.
CTR speaks to your thumbnail and title/caption. It tells you the way efficient they’re at getting folks to look at your video within the first place.
Let’s dive into the following part: video entrepreneurs prime targets for 2025.
Video Advertising Objectives
Video entrepreneurs’ prime three targets are rising model consciousness and reaching new audiences (52%), rising on-line engagement (38%), and rising income and gross sales (36%).
Greater than ¼ of video entrepreneurs are additionally centered on utilizing video to develop their on-line neighborhood/following, whereas 23% are utilizing video to foster relationships with clients and enhance model loyalty.
As I discussed on the very begin, our survey reveals video advertising and marketing is extremely efficient for reaching all of those targets, so let’s dive into a few of the methods video entrepreneurs are utilizing to succeed.
Video Advertising Advantages & Challenges
Video Advertising Advantages
Entrepreneurs say that the most important advantage of video advertising and marketing is that it helps clients higher perceive a product/service.
In addition they say that movies are already widespread amongst their goal audiences and generate extra leads than different sorts of content material.
Whereas this appears completely according to video entrepreneurs’ targets, these advantages can come together with just a few challenges.
Video Advertising Challenges
Creating an efficient video technique is the most important problem video entrepreneurs face, adopted by an absence of time to create video content material and an absence of content material concepts.
Video Advertising Budgets
Having insufficient budgets to create video content material is one thing that 28% of our survey respondents wrestle with.
81% say they’ve a devoted finances for video advertising and marketing, and it makes up 41-60% of their total advertising and marketing budgets. Right here’s what these budgets appear like:
- 8% of corporations spend over $100K on video advertising and marketing per quarter.
- 47% spend underneath $20K
- 45% spend between $20K-$100K
How a lot does making a advertising and marketing video value?
91% of entrepreneurs’ corporations spend underneath $50,000 to create a advertising and marketing video, and over half spend underneath $10,000.
Our survey outcomes present that entrepreneurs spend probably the most cash throughout the manufacturing stage of making a video (filming, organising lighting and audio, and many others.).
Video Advertising Methods
The High Ways for Creating Efficient Movies
An important elements for creating efficient video content material are capturing viewer consideration within the first few seconds, participating video modifying, and fascinating storytelling/scripting.
Why Instantly Capturing Viewer Consideration Is Key
Capturing viewer consideration within the first few sections (and even seconds) of your video is essential as a result of it’s what will get them to stay round.
In the event that they’re intrigued, they’re extra prone to watch extra and the extra they watch the extra possible they’re to profit from its content material (like educating them a couple of product and even simply making them snicker).
The longer they watch the extra possible they’re to kind an impression of your enterprise, and a optimistic impression can encourage follows/subscriptions.
When you seize their consideration and so they stick round, you even have the next likelihood of driving some kind of motion, like a viewer sharing the video with buddies.
So, how are you going to instantly seize this consideration?
Adriane Grunenberg, HubSpot Automation & Digital Analytics Knowledgeable at Pinetco, says: “The opening moments of your video are essential for capturing consideration. You could possibly use an intriguing query, a stunning reality, or a visually interesting scene to seize viewers’ consideration instantly.”
I do have to say that whereas storytelling/scripting is essential, customers these days additionally crave genuine, behind-the-scenes, and “real-life” sort content material.
Gabrielle Herrera, Neighborhood Progress Senior Advertising Supervisor at HubSpot observed first-hand how a lot folks get pleasure from this sort of content material after the Neighborhood crew despatched folks to INBOUND 2024.
A majority of the content material they created have been movies, and she or he mentioned: “The movies that acquired probably the most engagement and impressions weren’t those that have been polished or scripted; they have been those that featured the typical attendee, often impromptu on the present flooring, and highlighted the distinctive experiences and learnings of these featured within the video.”
She provides, “There is definitely a time and place for formal, scripted, and fantastically edited video advertising and marketing, however do not low cost the worth that UGC and peer-based views can convey to your video advertising and marketing technique!”
AI and Video Advertising
As with all areas of selling (and I suppose life basically), AI is impacting video advertising and marketing. In actual fact, probably the most generally used generative AI instruments amongst entrepreneurs are visible AI instruments (picture/video/design mills).
I wished to get extra particular about video advertising and marketing and AI, so I requested our survey respondents whether or not they’re utilizing AI of their processes and the way they’re doing so—simply 9% mentioned they don’t use AI of their video technique.
The preferred use circumstances for many who use AI of their video technique is to generate descriptions/titles/tags to enhance searchability, enhance or generate visible results layered in movies, and generate different visible options life textual content, titles, transitions, and many others.
Listed here are another fascinating AI and video advertising and marketing stats I dug up from different HubSpot analysis:
- Visible AI instruments (picture/video/design mills) are the preferred generative AI instruments social media entrepreneurs use to create content material, utilized by 49% of social media entrepreneurs. (Social Media Traits Report)
- The preferred sort of content material social media entrepreneurs use generative AI to create is short-form video (46%), and 55% say generative AI is probably the most useful for making short-form video content material. (Social Media Traits Report)
- Entrepreneurs usually tend to say that utilizing generative AI to create content material for audio/visible channels drives optimistic ROI. (AI Traits For Entrepreneurs 2024 Report)
Professional tip: When you’re searching for a low-stakes and easy-to-use device to get began utilizing AI in your video advertising and marketing, I like to recommend HubSpot’s Clip Creator.
You merely reply just a few fundamental questions in regards to the video you’re hoping to create, select a template, and sit again to let AI generate the personalised content material you’re searching for.
Video Promotion Methods
It may be tempting to dedicate your entire time to crafting the “good” video with slick edits, excessive manufacturing worth, and an irresistible thumbnail. Whereas these items are essential, they lose their energy with out efficient video promotion.
In actual fact, the previous thrice we’ve run our Shopper Traits Survey, customers overwhelmingly say that it’s extra essential that manufacturers put up genuine and relatable content material on social media than polished and high-quality content material.
However, ineffectively selling your video could cause your video to flop, so let’s check out just a few methods video entrepreneurs use to guarantee that doesn’t occur.
Methods to Promote a Advertising Video
The simplest video promotion methods are sharing them on social media platforms, including movies to your web site or weblog, and working paid advertisements in your movies.
For optimum outcomes, I like to recommend a well-rounded video promotion technique that features the highest methods entrepreneurs advised us about, and that begins earlier than your video goes reside and continues after it’s printed.
For instance, in case your video goes reside on YouTube within the subsequent 24 hours, hop on Instagram and begin a countdown in your story. Share the thumbnail and title 3-5 hours earlier than the video drops to generate extra curiosity. Put together a teaser to hook viewers in and share that on social media as quickly as your video releases.
As soon as the video is out, you possibly can run an interactive ballot associated to your video on social media to interact your core viewers and pique the curiosity of those that haven’t seen it but. You can too arrange an e mail marketing campaign to exit saying your video just a few hours later, or add a banner to your web site linking to the video.
All in all, proceed to advertise your movies every time the chance arises. For instance, should you discover a dialog on X (Twitter) associated to the subject of a video you printed three months in the past, you possibly can share the hyperlink if it provides worth to the dialog.
Now that you just’re in control on video advertising and marketing targets and techniques let’s check out which video codecs are simplest.
High Video Codecs
Survey outcomes confirmed that almost all of video entrepreneurs use short-form video (83%), 39% leverage long-form video, and simply 14% use reside video.
On this part, I’ll dive a bit deeper into every of those codecs.
1. Brief-form Video
Of all of the video codecs, short-form has the very best ROI and can also be #1 for lead era and engagement.
Brief-form video use additionally grew considerably this yr, with entrepreneurs overwhelmingly planning to speculate it in additional than some other media format.
To prime it off, 30% of entrepreneurs who did not already use short-form movies began doing so this yr. Our weblog crew even examined out utilizing short-form movies as a promotional device.
Precisely how brief are these short-form movies entrepreneurs make? The consensus amongst survey respondents is that 21-30 seconds (42%) is the optimum size. 32% say 31-60 seconds.
2. Lengthy-Kind Video
Lengthy-form movies, outlined on this survey as movies over three minutes, are available 2nd to short-form for ROI, lead era, and engagement.
The most important chunk of entrepreneurs (36%) say the perfect size for a long-form video is 3-6 minutes.
The place long-form outshines short-form video is that it takes first place when it comes to format entrepreneurs plan to leverage for the primary time this yr.
3. Dwell Movies/Dwell Streams Metrics And Benchmarks
Dwell video has misplaced reputation amongst video entrepreneurs — a -56% lower in utilization, in actual fact, because the final time we ran this survey. It is available in third place when it comes to leads, engagement, and ROI.
The High Video Advertising Channels
Social media is, total, probably the most used video advertising and marketing channel—81% of our survey respondents use it. YouTube/Vimeo is the second-most widespread.
Social media can also be the channel that brings within the highest ROI and generates probably the most leads, considerably outshining the second-place holder (weblog/web site) — 83% of survey respondents selected social media as having the very best ROI, and 10% selected weblog/web site.
Whereas all these channels will be efficient for sharing advertising and marketing movies, social media is the clear winner. Let’s dive into which platforms are simplest for video sharing.
The Greatest Social Media Channels for Sharing Movies
1. Instagram
Instagram is the preferred social media channel for sharing movies. 76% of entrepreneurs use it, and it’s the highest social platform for ROI, engagement, and lead era when sharing advertising and marketing movies.
2. YouTube
YouTube is available in at #2 behind Instagram when it comes to use and ROI however third for engagement and producing leads.
3. Fb
60% of video entrepreneurs use Fb to share advertising and marketing movies, and it ranks fourth for ROI, engagement, and lead era.
4. TikTok
TikTok provides the second-best engagement and leads when sharing advertising and marketing movies, and 54% of video entrepreneurs use it.
Which social media channels have low video efficiency?
Tumblr, Twitch, Pinterest, and Reddit are the least widespread channels for sharing advertising and marketing movies, and all 4 supply little competitors to Instagram and YouTube when it comes to producing excessive ROI, driving leads, and getting engagement.
Now we all know the place entrepreneurs are sharing their movies, however what sort of movies are they sharing on these platforms?
What are the highest content material varieties for advertising and marketing movies?
1. Content material Showcasing Your Merchandise and Providers
Content material showcasing merchandise/providers is probably the most leveraged sort of video content material, and video entrepreneurs say it’s the simplest at serving to them attain their video advertising and marketing targets.
Shoppers advised us that content material showcasing a model’s merchandise/providers is the second-most memorable sort of content material they see on social media, so it’s price investing on this inside your individual video advertising and marketing technique.
2. Relatable Content material
Relatable content material is the second hottest sort of video content material, and it is usually the second finest when it comes to serving to entrepreneurs meet their targets.
3. Academic and Informational Content material
You have to be a useful useful resource in your viewers, so it’s no shock that training and informational movies are the third hottest sort of video amongst our survey respondents.
Studying new issues is among the foremost causes customers use YouTube, so should you leverage that platform, take into account posting useful and academic movies to your channel.
4. Humorous Content material
General, humorous content material is probably the most memorable sort of content material for customers once they encounter it on social media. 32% of our survey respondents use it, and it is available in fourth place when it comes to serving to video entrepreneurs meet their targets.
Viral Movies
Making a viral video is a aim that many video entrepreneurs could have, however it’s not essentially a aim you have got management over. You would possibly hope to go viral by, say, leaping on trending matters or leveraging a well-liked influencer/superstar, however its potential actually will depend on how customers obtain it.
Methods to Make a Video Go Viral
Nonetheless, with that in thoughts, I did ask our survey respondents in the event that they’d had a hand in making a viral video and, in that case, what they suppose contributed to its virality. The highest themes I gleaned from responses are:
- Movies are relatable, genuine, and humorous
- Viral movies capitalize on tendencies, popular culture, and well timed occasions
- Viral movies are informative and educate viewers one thing new or present worthwhile info
- Viral movies elicit robust feelings by showcasing actual tales
- Viral movies encourage viewer interplay by feedback, likes, shares, or challenges
- Viral movies are simple to share for individuals who need to go them alongside to family and friends.
How lengthy does it take to create a advertising and marketing video?
93% of selling movies are created in three weeks or much less, and 32% are made in underneath every week.
This doesn’t shock me in any respect: short-form movies are the preferred video format, and customers respect extra genuine movies.
Which means that entrepreneurs can spend much less time on manufacturing (shorter movies usually require much less filming) and modifying.
Extra Insights From the HubSpot Weblog
Whether or not you’re simply getting began with video advertising and marketing or a seasoned video skilled, maintaining with the newest tendencies and advertising and marketing methods is vital.
Whereas video advertising and marketing is at the moment one of many prime advertising and marketing methods, there are just a few others which have even higher ROI – fortunately, you possibly can incorporate most of them into your video advertising and marketing technique for even higher outcomes.
Simply getting began with video? You can too obtain our free Video Advertising Starter Pack under.
