[2021] Video Marketing Statistics You Need to Know to Engage Your Audience

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You know that your audience craves video. In their Annual Internet Report, Cisco projected that by 2022, 82% of all consumer video traffic will be made up of videos.

It’s one thing to know that your audience craves video. It’s quite another to deliver video content that they will actually stop and watch - video that will be meaningful, video that will deliver results.

Here’s what the video marketing statistics tell us about how to create videos that drive authentic engagement and a healthy return on investment.

Articulate Clear Video Goals

Before getting started with any video campaign, you need to clearly define your objectives. Here are just a few of the ways video can be used to achieve your goals:

Watch how incorporating user-generated video content took Groundwork Ohio’s promotional video to new heights:

Include Authentic Voices from your Community

Remember: every video you publish does not need to be heavily produced. By co-creating user-generated video content with your audience, you’ll deliver authentic content that truly resonates with your community. A Think with Google survey found that, when choosing what type of video to watch, content that relates to peoples’ passions is 1.6x more important than whether video production value is high

While your individual mileage will vary, here’s what the stats say about the effectiveness of human-centered, user-generated, co-created video content: it is an essential tool in your video marketing toolbox that will empower you to get more traffic and increase conversions. 

  • In their research, Stackla found that 79% of people say UGC highly impacts their purchasing decisions. And, they find UGC 9.8x more impactful than influencer content.
  • Jukin Media found that ads featuring UGC earned 73% more positive comments on social media networks than traditional ads. 
  • And ComScore found that brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content.

Understand Where to Publish Them

Different audiences expect different things from video content posted on different channels. When you’re sharing video on social media, make sure you understand the platform:

Tailoring your video to a specific platform ensures the most engagement by your customers. That’s what the National Association of College Auxiliary Services (NACAS) did. When reimagining their annual conference for a virtual experience, they believed that user-generated video would resonate more. And it did: They saw 80% more social engagement and achieved a 62% increase in year-over-year registration. Take a look at the engaging Awards & Recognition video NACAS co-created with the members of their community:

Lastly, remember that video is a uniquely engaging form of content. 65% of viewers watch more than three-quarters of a video. We all know how easily our attention span can get diverted. With video, that’s less likely, which means you have a real opportunity to get a detailed message across to the customer. With more time to play with, you can get in-depth with your messaging and convey everything you want to the customer, without worrying about losing the person to the latest notification or message on their phone or device. 

Video is a powerhouse and has the potential to be a game-changer for your company. But it’s not enough to just say you’re going to pivot to video and hope for it to magically yield results. By incorporating videos into your marketing or departmental strategies, you’ll deliver stronger results. Whether it’s a video to educate, entertain, or drive more revenue, the research proves that using video strategically has the ability to transform your business. 


Cisco Annual Internet Report (2018–2023) White Paper. (March 2020). Cisco. 

2020 Video Marketing and Statistics: What Brands Need to Know. (October 2019). Social Media Week.

Can Product Videos Increase Conversion Rates? (2021). Neil Patel. 

Quality is in the eye of the beholder: new research on what viewers love. (April 2019). Think with Google.

Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age. (2020). Stackla.

STUDY: Consumers Find Ads With UGC More Relatable, Authentic, Unique, than Traditional Ads. (August 2018). Creativepool. 

Comscore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness. (March 2012). Comscore.

Ready to get started with video ads on LinkedIn? Here are 9 things you need to know. (June 2018). LinkedIn.

[Facebook Study] What 10,596,877 Video Posts Tell Us About Facebook Video Strategy In 2020. (May 2020). Social Insider.

How video is reshaping digital advertising. Twitter Business.

13 Video Marketing Stats that Prove You're Missing Out By Not Using Video. Spectrio.

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