Greater than ever, social media channels are placing video content front and center 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 objectives.
So, the place on the earth of video advertising do you have to focus your video advertising 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 is clear from the survey outcomes — 73% of respondents say video advertising is efficient at serving to them attain their corporations general enterprise objectives.
Video entrepreneurs additionally overwhelmingly say that video advertising may be very efficient at serving to with extra particular objectives, comparable to serving to prospects perceive their merchandise/providers, partaking 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 properly:
- Most movies get between 5K-10K views.
- 45% of promoting movies common lower than 10K views
- 16% common beneath 1,000 views
- 17% common over 100K views
Views aren’t the one metrics entrepreneurs observe, although. There’s an extended listing 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 advised me that engagement (likes, feedback, and so forth.) is crucial video advertising metric to trace. That’s adopted by watch time and examine depend.
I’ll dive a bit deeper into the significance of every main metric.
1. Engagement Fee
43% of video entrepreneurs say engagement is crucial 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 persons are desperate to take motion along with simply watching the video (liking, commenting, sharing, and so forth.).
Right here’s what Jigar Thakker, Chief Enterprise Officer at INSIDEA, advised me about why he thinks engagement charge is crucial 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 necessary metric that video entrepreneurs observe. 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 examine 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. In case you see a dropoff midway by, the video might have been too lengthy or not held curiosity sufficient to maintain folks watching.
The general common watch time of your movies could be helpful when evaluating similar-length movies. I do advocate, 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 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 beneath 10 minutes.
Past that, opinions begin to differ, with the biggest 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 beneath 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 on which sort of video most accurately fits your objectives (I’ll speak extra about this afterward).
3. View Depend
View depend is the third most necessary video advertising metric to trace, and the third hottest video advertising metric general.
The that means of views is within the phrase: how many individuals view your advertising movies. The extra views you’ve gotten, the extra folks, properly, seen your video.
Nevertheless, excessive view depend doesn’t all the time equal prime quality video, which is why it’s necessary 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 need to name out are follower/subscriber development and click-through charge (CTR).
In case you’re gaining followers/subscribers from a video, it resonates with viewers they usually need to see extra from you. In case your development charge is larger than regular, you’ll be able to 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 ways efficient they’re at getting folks to look at your video within the first place.
Let’s dive into the subsequent part: video entrepreneurs prime objectives for 2025.
Video Advertising Targets
Video entrepreneurs’ prime three objectives are growing model consciousness and reaching new audiences (52%), growing on-line engagement (38%), and growing income and gross sales (36%).
Greater than ¼ of video entrepreneurs are additionally targeted on utilizing video to develop their on-line neighborhood/following, whereas 23% are utilizing video to foster relationships with prospects and enhance model loyalty.
As I discussed on the very begin, our survey reveals video advertising is very efficient for reaching all of those objectives, 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 advantage of video advertising is that it helps prospects higher perceive a product/service.
Additionally they say that movies are already in style amongst their goal audiences and generate extra leads than different sorts of content material.
Whereas this appears completely according to video entrepreneurs’ objectives, these advantages can come together with a number of 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 battle with.
81% say they’ve a devoted funds for video advertising, and it makes up 41-60% of their general advertising budgets. Right here’s what these budgets appear to be:
- 8% of corporations spend over $100K on video advertising per quarter.
- 47% spend beneath $20K
- 45% spend between $20K-$100K
How a lot does making a advertising video price?
91% of entrepreneurs’ corporations spend beneath $50,000 to create a advertising video, and over half spend beneath $10,000.
Our survey outcomes present that entrepreneurs spend probably the most cash through the manufacturing stage of making a video (filming, establishing lighting and audio, and so forth.).
Video Advertising Methods
The High Ways for Creating Efficient Movies
An important components for creating efficient video content material are capturing viewer consideration within the first few seconds, partaking 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 necessary 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 learn from its content material (like educating them a few product and even simply making them giggle).
The longer they watch the extra possible they’re to kind an impression of your small business, and a constructive impression can encourage follows/subscriptions.
In case you seize their consideration they usually stick round, you even have the next probability of driving some form of motion, like a viewer sharing the video with pals.
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 can use an intriguing query, a shocking truth, or a visually interesting scene to seize viewers’ consideration instantly.”
I do have to say that whereas storytelling/scripting is necessary, 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 folks take pleasure in such a content material after the Neighborhood crew despatched folks to INBOUND 2024.
A majority of the content material they created had been movies, and he or she stated: “The movies that obtained probably the most engagement and impressions weren’t those that had been polished or scripted; they had 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, however do not low cost the worth that UGC and peer-based views can deliver to your video advertising technique!”
AI and Video Advertising
As with all areas of promoting (and I assume life on the whole), AI is impacting video advertising. In reality, probably the most commonly used generative AI tools among marketers are visible AI instruments (picture/video/design turbines).
I wished 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 preferred use instances 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 so forth.
Listed here are another attention-grabbing AI and video advertising stats I dug up from different HubSpot analysis:
- Visible AI instruments (picture/video/design turbines) are the preferred generative AI instruments social media entrepreneurs use to create content material, utilized by 49% of social media entrepreneurs. (Social Media Trends 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 Trends Report)
- Entrepreneurs usually tend to say that utilizing generative AI to create content material for audio/visible channels drives constructive ROI. (AI Trends For Marketers 2024 Report)
Professional tip: In case you’re in search of 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 a number of 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 in search of.
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 necessary, they lose their energy with out efficient video promotion.
In reality, the previous thrice we’ve run our Shopper Traits Survey, shoppers overwhelmingly say that it’s extra necessary that manufacturers publish genuine and relatable content material on social media than polished and high-quality content material.
Then again, ineffectively selling your video may cause your video to flop, so let’s check out a number of methods video entrepreneurs use to make it possible for doesn’t occur.
How one can 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 advised us about, and that begins earlier than your video goes reside and continues after it’s revealed.
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’ll be able to 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. It’s also possible to arrange an e-mail marketing campaign to exit asserting your video a number of hours later, or add a banner to your web site linking to the video.
All in all, proceed to advertise your movies at any time when the chance arises. For instance, for those who discover a dialog on X (Twitter) associated to the subject of a video you revealed three months in the past, you’ll be able to share the hyperlink if it provides worth to the dialog.
Now that you simply’re in control on video advertising objectives and methods 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 technology and engagement.
Brief-form video use additionally grew considerably this yr, with entrepreneurs overwhelmingly planning to take a position 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 videos as a promotional tool.
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 technology, 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 recognition amongst video entrepreneurs — a -56% lower in utilization, in actual fact, 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, general, probably the most used video advertising channel—81% of our survey respondents use it. YouTube/Vimeo is the second-most in style.
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 could be efficient for sharing advertising 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 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 in style channels for sharing advertising movies, and all 4 provide 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 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 objectives.
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 personal 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 greatest when it comes to serving to entrepreneurs meet their objectives.
3. Academic and Informational Content material
You need 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 without doubt one of the essential causes shoppers use YouTube, so for those who 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 shoppers after 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 objectives.
Viral Movies
Making a viral video is a purpose that many video entrepreneurs might have, however it’s not essentially a purpose you’ve gotten management over. You would possibly hope to go viral by, say, leaping on trending matters or leveraging a preferred influencer/celeb, however its potential actually is dependent upon how shoppers obtain it.
How one can 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, if that’s the 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 traits, popular culture, and well timed occasions
- Viral movies are informative and train viewers one thing new or present worthwhile data
- Viral movies elicit sturdy 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 video?
93% of promoting movies are created in three weeks or much less, and 32% are made in beneath every week.
This doesn’t shock me in any respect: short-form movies are the preferred video format, and shoppers respect extra genuine movies.
Because of this 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 newest traits and advertising methods is vital.
Whereas video advertising is at present one of many prime advertising methods, there are a number of others which have even higher ROI – fortunately, you’ll be able to incorporate most of them into your video advertising technique for even higher outcomes.
Simply getting began with video? It’s also possible to obtain our free Video Advertising Starter Pack beneath.
