That video is one of the most popular content formats and is hard to argue with. Its effect on business is a different question. Popular content isn’t the same thing as commercially effective content.
The statistics and facts below, which are drawn from credible and reliable sources, focus specifically on the return on investment (ROI) of video content.: its effect on business reach, conversion rates, and revenue. These things matter to companies of any size, in any industry.
The article also includes plenty of other useful data for founders, marketers, and business owners who are deciding how to split budgets across marketing and advertising channels and looking for new ways to grow.
We update this data regularly so the information stays current and useful.
How Widely Marketers Use Video
• More than 82% of marketing professionals use video in their marketing mix. — G2
• Video production is the second most common service outsourced by social media marketers after paid social advertising. — Meltwater
** YouTube is the second most popular channel for product research, with 63% of respondents citing it, just behind Google’s 87%. In third place, TikTok received 25% of responses.
Video and Conversion Rates
• Long-form videos have the highest average conversion rate, with 30-60 minute videos having an average rate of 17% and 5-30 minute videos having an average rate of 10%. — Wistia
• On average, the conversion rate is 4.8% higher for websites with videos than for those without.
• According to Zebracat, there is a 46% increase in purchase intent from product demo videos on product pages.
Impact on Sales and Revenue
• Zappos found that sales increased by 6% to 30% for product pages with videos.
• More than half of marketers attribute their annual revenue growth to video-driven campaigns, with 59% of them doing so. — MConverter
ROI and Ad Spending
• According to a Statista survey of video marketers worldwide, 71 percent said that short-form videos had the highest ROI. Long-form videos were cited by 22% of respondents as having the highest ROI, while 6% cited live videos.
• The cost-per-action (CPA) rate for companies is 15% higher in the event that video is not included in their 2026 marketing mix for both traditional search and social channels. — Lumira
** By 2026, U.S. digital video ad spending is expected to exceed $80 billion, marking a 11% year-over-year increase. — IAB
Video in B2B Marketing
• Testimonial videos (39%) and explainer videos (38%) are the leading types of videos used by B2B marketers worldwide. — Statista
• According to Wyzowl data, the top measurable outcomes from video marketing are increased user understanding of the product, increased brand awareness, and generated leads.
Engagement and Brand Recall
• 80% of users remember a video even a month later. However, only 10% remember a blog they read last week. — The Aplhanizes
• Branded video storytelling increases engagement by 1,200% more than images and text combined. — Wistia
• Videos receive up to 5 times more engagement on LinkedIn. Live videos receive up to 24 times more. — LinkedIn
• Compared to 39.9% of those who do not invest in interactive content, 44.4% of marketers using interactive content report a mildly or very successful strategy. — SiegeMedia
** Captions have the greatest impact on views, accounting for 41.5% of them. A strong hook influences 37.9% of video views. — Neil Patel
Video in Search and AI Visibility
• YouTube videos appear in 74.9% of Google AI Overviews for SaaS keywords and queries. — Grizzle
• Brand-related content on YouTube is consumed by almost 50% of its users on a weekly basis, especially those who are interested in long-form videos. — Sprout Social
Turn These Video ROI Statistics Into Real Pipeline
The data is clear: video is one of the most reliable conversion drivers in marketing. The results in ROI come from applying it — matching the right video type to each funnel stage and measuring what actually moves revenue.
Ready to put these numbers to work? Zelios produces animated explainers, product videos, and demos for B2B & tech businesses — built to convert.
Explore our video production services or schedule a call and let’s talk about the details!
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
