![The HubSpot Weblog’s 2024 Video Advertising Report [Data from 500+ Video Marketers]](https://i0.wp.com/www.hubspot.com/hubfs/video-marketing-report.webp?w=598&resize=598,398&ssl=1 "The HubSpot Weblog’s 2024 Video Advertising Report [Data from 500+ Video Marketers]")
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 stay movies to be entertained, uncover merchandise, and even study thrilling new manufacturers.
And for entrepreneurs, leveraging video not solely provides the highest ROI of any media format, however it performs a key function in serving to entrepreneurs exceed their targets.
So, the place on the planet of video advertising do you have to focus your video advertising efforts? That will help you decide your subsequent steps, I surveyed 500+ video entrepreneurs to get their takes on all kinds of matters and ways, together with:
Let’s dive in.
Video Advertising Survey Findings
Video Advertising Benchmarks
The effectiveness of video advertising is clear from the survey outcomes — 73% of respondents say video advertising is efficient at serving to them attain their firms total enterprise targets.
Video entrepreneurs additionally overwhelmingly say that video advertising could be very efficient at serving to with extra particular targets, reminiscent of serving to clients perceive their merchandise/companies, partaking audiences, and producing leads.
I additionally requested entrepreneurs what number of movies they publish per thirty days, and a majority (30%) are churning out between 8 and 10. 23% say they’re publishing between 5 and 7.
I needed to know what number of views these movies get, so I requested about that as properly:
- Most movies get between 5K-10K views.
- 45% of promoting movies common lower than 10K views
- 16% common below 1,000 views
- 17% common over 100K views
Views aren’t the one metrics entrepreneurs monitor, although. There’s an extended checklist of knowledge 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 instructed me that engagement (likes, feedback, and many others.) is an important video advertising metric to trace. That’s adopted by watch time and consider depend.
I’ll dive a bit deeper into the significance of every main metric.
1. Engagement Fee
43% of video entrepreneurs say engagement is an important video advertising metric to look at, and this is smart to me as a result of engagement clearly outlines how your movies resonate along with your viewers.
Excessive engagement means individuals are wanting 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, instructed me about why he thinks engagement fee is an important video advertising metric:
“This metric [engagement rate] reveals how properly your viewers is connecting along with your content material. Excessive engagement signifies that your video is resonating with viewers, encouraging interplay, and fostering deeper connections along 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 vital metric that video entrepreneurs monitor. It’s key to understanding how lengthy individuals spend watching your movies.
And likewise, in line with Michelle Tabor, Options Engineer at Lynton, the standard of your video: “I would like as many individuals as potential to look at, and consider time is a prime indicator of if my content material is boring or not.”
For instance, if the common watch time in your five-minute video is 4 minutes, most viewers are sitting by practically all of it since you’ve efficiently hooked them. In the event you see a dropoff midway by, the video might have been too lengthy or not held curiosity sufficient to maintain individuals watching.
The general common watch time of your movies may be helpful when evaluating similar-length movies. I do advocate, if potential, 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 movies must be.
How lengthy ought to a advertising video be?
A whopping 91% of entrepreneurs agree that the optimum size of a advertising video is below 10 minutes.
Past that, opinions begin to differ, with the most important chunk (36%) saying movies must be between 1-3 minutes, whereas 16% assume the candy spot is between 4-6 minutes. One other 30% say the optimum video size is below 60 seconds. 9% advocate for movies between 7-9 minutes lengthy.
On the finish of the day, the size of your video will largely rely upon which kind of video most closely fits your targets (I’ll discuss extra about this in a while).
3. View Rely
View depend is the third most vital video advertising metric to trace, and the third hottest video advertising metric total.
The which means of views is within the phrase: how many individuals view your advertising movies. The extra views you’ve gotten, the extra individuals, properly, seen your video.
Nevertheless, excessive view depend doesn’t at all times equal top quality video, which is why it’s vital 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 metrics I wish to name out are follower/subscriber progress and click-through fee (CTR).
In the event you’re gaining followers/subscribers from a video, it resonates with viewers and so they wish to see extra from you. In case your progress fee is increased than regular, you may 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 individuals to look at your video within the first place.
Let’s dive into the subsequent 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 group/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 is extremely efficient for reaching all of those targets, so let’s dive into a number of the methods video entrepreneurs are utilizing to succeed.
Video Advertising Advantages & Challenges
Video Advertising Advantages
Entrepreneurs say that the most important good thing about video advertising is that it helps clients higher perceive a product/service.
Additionally they say that movies are already common amongst their goal audiences and generate extra leads than different kinds of content material.
Whereas this appears completely in step with 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 it makes up 41-60% of their total advertising budgets. Right here’s what these budgets seem like:
- 8% of firms spend over $100K on video advertising per quarter.
- 47% spend below $20K
- 45% spend between $20K-$100K
How a lot does making a advertising video price?
91% of entrepreneurs’ firms spend below $50,000 to create a advertising video, and over half spend below $10,000.
Our survey outcomes present that entrepreneurs spend essentially the most cash through 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
Crucial components for creating efficient video content material are capturing viewer consideration within the first few seconds, partaking video modifying, and interesting storytelling/scripting.
Why Instantly Capturing Viewer Consideration Is Key
Capturing viewer consideration within the first few sections (and even seconds) of your video is vital as a result of it’s what will get them to stay round.
In the event that they’re intrigued, they’re extra more likely to watch extra and the extra they watch the extra doubtless they’re to profit from its content material (like educating them a few product and even simply making them snigger).
The longer they watch the extra doubtless they’re to kind an impression of your enterprise, and a constructive impression can encourage follows/subscriptions.
In the event you seize their consideration and so they stick round, you even have a better probability of driving some form of motion, like a viewer sharing the video with mates.
So, how will you instantly seize this consideration?
Adriane Grunenberg, HubSpot Automation & Digital Analytics Professional at Pinetco, says: “The opening moments of your video are essential for capturing consideration. You possibly can use an intriguing query, a stunning truth, or a visually interesting scene to seize viewers’ consideration instantly.”
I do have to say that whereas storytelling/scripting is vital, shoppers these days additionally crave genuine, behind-the-scenes, and “real-life” sort content material.
Gabrielle Herrera, Neighborhood Development Senior Advertising Supervisor at HubSpot seen first-hand how a lot individuals take pleasure in the sort of content material after the Neighborhood workforce despatched individuals to INBOUND 2024.
A majority of the content material they created had been movies, and she or he stated: “The movies that acquired essentially the most engagement and impressions weren’t those that had been polished or scripted; they had been those that featured the common attendee, normally 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 superbly edited video advertising, however do not low cost the worth that UGC and peer-based views can carry to your video advertising technique!”
AI and Video Advertising
As with all areas of promoting (and I suppose life normally), AI is impacting video advertising. The truth is, essentially the most generally used generative AI instruments amongst entrepreneurs are visible AI instruments (picture/video/design mills).
I needed to get extra particular about video advertising 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% stated they don’t use AI of their video technique.
The most well-liked 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 stats I dug up from different HubSpot analysis:
- Visible AI instruments (picture/video/design mills) are the most well-liked generative AI instruments social media entrepreneurs use to create content material, utilized by 49% of social media entrepreneurs. (Social Media Traits Report)
- The most well-liked sort of content material social media entrepreneurs use generative AI to create is short-form video (46%), and 55% say generative AI is essentially 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 constructive ROI. (AI Traits For Entrepreneurs 2024 Report)
Professional tip: In the event you’re searching for a low-stakes and easy-to-use instrument to get began utilizing AI in your video advertising, I like to recommend HubSpot’s Clip Creator.
You merely reply just a few fundamental questions concerning the video you’re hoping to create, select a template, and sit again to let AI generate the customized content material you’re searching for.
Video Promotion Methods
It may be tempting to dedicate your whole time to crafting the “excellent” video with slick edits, excessive manufacturing worth, and an irresistible thumbnail. Whereas this stuff are vital, they lose their energy with out efficient video promotion.
The truth is, the previous thrice we’ve run our Shopper Traits Survey, shoppers overwhelmingly say that it’s extra vital that manufacturers put up genuine and relatable content material on social media than polished and high-quality content material.
Alternatively, 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.
The way 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 operating paid advertisements in your movies.
For optimum outcomes, I like to recommend a well-rounded video promotion technique that features the highest methods entrepreneurs instructed us about, and that begins earlier than your video goes stay and continues after it’s revealed.
For instance, in case your video goes stay 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 may 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 may as well arrange an e mail marketing campaign to exit asserting 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 each time the chance arises. For instance, when you discover a dialog on X (Twitter) associated to the subject of a video you revealed three months in the past, you may share the hyperlink if it provides worth to the dialog.
Now that you just’re on top of things on video advertising targets and techniques let’s check out which video codecs are handiest.
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 stay video.
On this part, I’ll dive a bit deeper into every of those codecs.
1. Quick-form Video
Of all of the video codecs, short-form has the best ROI and can be #1 for lead technology and engagement.
Quick-form video use additionally grew considerably this 12 months, with entrepreneurs overwhelmingly planning to speculate it in additional than every other media format.
To prime it off, 30% of entrepreneurs who did not already use short-form movies began doing so this 12 months. Our weblog workforce even examined out utilizing short-form movies as a promotional instrument.
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 in 2nd to short-form for ROI, lead technology, and engagement.
The most important chunk of entrepreneurs (36%) say the best 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 12 months.
3. Reside Movies/Reside Streams Metrics And Benchmarks
Reside video has misplaced recognition amongst video entrepreneurs — a -56% lower in utilization, actually, for the reason that 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, essentially the most used video advertising channel—81% of our survey respondents use it. YouTube/Vimeo is the second-most common.
Social media can be the channel that brings within the highest ROI and generates essentially the most leads, considerably outshining the second-place holder (weblog/web site) — 83% of survey respondents selected social media as having the best ROI, and 10% selected weblog/web site.
Whereas all these channels may be efficient for sharing advertising movies, social media is the clear winner. Let’s dive into which platforms are handiest for video sharing.
The Greatest Social Media Channels for Sharing Movies
1. Instagram
Instagram is the most well-liked social media channel for sharing movies. 76% of entrepreneurs use it, and it’s the highest social platform for ROI, engagement, and lead technology when sharing advertising 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 movies, and it ranks fourth for ROI, engagement, and lead technology.
4. TikTok
TikTok provides the second-best engagement and leads when sharing advertising movies, and 54% of video entrepreneurs use it.
Which social media channels have low video efficiency?
Tumblr, Twitch, Pinterest, and Reddit are the least common channels for sharing advertising 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 sorts for advertising movies?
1. Content material Showcasing Your Merchandise and Providers
Content material showcasing merchandise/companies is essentially the most leveraged sort of video content material, and video entrepreneurs say it’s the simplest at serving to them attain their video advertising targets.
Shoppers instructed us that content material showcasing a model’s merchandise/companies is the second-most memorable sort of content material they see on social media, so it’s value investing on this inside your individual video advertising technique.
2. Relatable Content material
Relatable content material is the second hottest sort of video content material, and additionally it is the second finest when it comes to serving to entrepreneurs meet their targets.
3. Instructional and Informational Content material
Try to be a useful useful resource in your viewers, so it’s no shock that schooling and informational movies are the third hottest sort of video amongst our survey respondents.
Studying new issues is likely one of the foremost causes shoppers use YouTube, so when you leverage that platform, take into account posting useful and academic movies to your channel.
4. Humorous Content material
General, humorous content material is essentially the most memorable sort of content material for shoppers 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 might have, however it’s not essentially a aim you’ve gotten 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 is determined by how shoppers obtain it.
The way to Make a Video Go Viral
Nevertheless, 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 assume 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 train viewers one thing new or present priceless data
- Viral movies elicit robust feelings by showcasing actual tales
- Viral movies encourage viewer interplay by feedback, likes, shares, or challenges
- Viral movies are straightforward to share for individuals who wish to cross them alongside to family and friends.
How lengthy does it take to create a advertising video?
93% of promoting movies are created in three weeks or much less, and 32% are made in below per week.
This doesn’t shock me in any respect: short-form movies are the most well-liked video format, and shoppers recognize 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 or a seasoned video skilled, maintaining with the most recent tendencies and advertising methods is vital.
Whereas video advertising is at present one of many prime advertising methods, there are just a few others which have even higher ROI – fortunately, you may incorporate most of them into your video advertising technique for even higher outcomes.
Simply getting began with video? You may as well obtain our free Video Advertising Starter Pack under.
