It’s no secret that video content is the 2023 marketing trend. In this list of short-form video statistics, Colormatics highlights why short form video is so valuable and why businesses should get on the bandwagon ASAP.
From trending TikTok videos and Instagram Reels to the ever-growing popularity of YouTube, industry leaders are laser-focused on video marketing, and for good reason.
Keep in mind that what constitutes “video” today is very different from old-school video commercials.
In fact, there’s no better time than now for brands to produce bite-sized video. Snackable video. Digestible video. Easy-to-consume video. You get what we’re saying.
Straightforward and ideal for reaching consumers with microscopic attention spans, short-form video production is perfect for brands looking to modernize their digital marketing strategy.
Video marketing statistics for 2023 show that videos will continue to dominate the online marketing landscape. Advertisers will increasingly rely on ads with stats to demonstrate the effectiveness of their campaigns. Meanwhile, the short-form video market size will continue to grow as more people consume content on mobile devices. Music videos and viral videos will remain popular as platforms like YouTube continue to host user-generated and professionally-produced content. Looking back, the brief history of videos has seen them evolve from a novel technology to a ubiquitous form of communication, entertainment, and commerce.
But hey, don’t just take our word for it, check out this list of 15 game changing short form video statistics.
Video Consumption Statistics
To kick things off, check out how much video has taken over the Internet and what it means for businesses.
60% of Internet Traffic Revolves Around Video
While written content (like this post!) is still valuable, there’s been a seismic shift away from long-form blogs and articles to short form videos and snippets.
Attention spans are shrinking and video represents an entertaining, passive way to consume information.
Not only that, but businesses can get a ton of mileage out of any given piece of video content.
Think about it. The fact that a single video can span the likes of social media, YouTube, paid ads and your website is evidence of why the majority of the Internet is video now.
Oh, and the accessibility and affordability of commercials and animation likewise mean the barrier for creating such video is lower than ever.
Average Consumer Spends 40 min/day Watching YouTube
To say that consumers today are binge-watchers would be the ultimate understatement.
Much like we’re hooked on Netflix, video content keeps viewers seamlessly moving from one piece of content to the next.
For businesses creating video, this means that viewers can get to know your brand and product in mere seconds. No scrolling or reading required.
49% of Business Videos Are Less Than a Minute Long
Food for thought: producing a commercial for your business doesn’t mean you need a lengthy script or elaborate setting.
The average business video duration is getting shorter. Consumers are absolutely in love with bumper ads and short-form videos that entertain and inform in no time flat.
You’d be surprised at what you can squeeze in a 15 or 30-second spot.
Colormatics wrote an article covering the best short form video content trends that are known to increase Ad recall lift.
Majority of Online Media Consumption Happens on Mobile Devices
Pop quiz: would you rather watch a feature film on your smartphone or your home TV?
No contest, right?
The same logic rings true for ads and marketing content via mobile devices. By keeping your videos short-and-sweet, viewers are less likely to tap away.
Additionally, mobile consumers are much more likely to watch a 30-second snippet than scroll through a blog post or marketing copy.
72% of People Prefer Video vs Text to Learn a New Product or Service.
The beauty of video is that it’s not only time-efficient but also represents a way to show your audience what you’re selling versus telling them about it.
When it comes to either watching a video or reading text to learn about a product or service, 72% of people prefer video.
Short-form videos can be just as informative as written guides, all the while quicker to consume.
Short-form Video Advertising Statistics
Advertising via video is effective in the form of paid ads and organic video alike. Below are some short-form video statistics reflecting how bite-sized videos fit into a modern advertising strategy.
YouTube Ad Revenue Reached $15B in 2019
Innovative companies are constantly analyzing how to best spend their ad dollars and YouTube’s ad platform is paying off.
YouTube advertising revenues reached over $15 billion in 2019 versus the estimated $3.4 billion in 2018.
Given how much time people spend on YouTube, it’s pretty clear why their platform is raking in billions year-over-year.
That said, it’s notable that many of YouTube’s most popular ad placements are between six and 20 seconds long.
The takeaway here is that short-form video performs particularly well when it comes to paid ads.
66% of Video Ads are Less than 30 Seconds.
Piggybacking on the last time, brands on YouTube tend to keep their ads on the shorter side, less than 30 seconds long.
Remember: the goal of a video ad isn’t to explain every aspect of your product or service to customers. You’re looking to pique their interest and encourage them to learn more.
Video is the ultimate format when it comes to grabbing someone’s attention and short-form video does so in a matter of seconds.
68% of People will Happily Watch a Business Video if it’s Under a Minute
Conventional wisdom tells us that people are averse to advertising however, the entertainment factor behind video is a huge point in its favor.
Think about how people absolutely adore Super Bowl ad spots. Consumers have no problem sitting through a video, especially if it’s short, sweet and entertaining.
54% of People Want to See Brands Create Video vs Any Other Type of Content
The rise of video consumption in both entertainment and advertising has led to people wanting (and expecting) more productions from brands.
This is precisely why investing in video is a matter of now not “if.”
93% of Marketers have Landed a Customer via Social Media Video
It’s important to note that running ads isn’t the only way to win customers over via video.
Plenty of brands show off their products in action via social media and let their productions speak for themselves.
Companies like GoPro are a great example of this.
Short form video content is the ideal format for sports fans who want to stay up-to-date with the latest news, highlights, and behind-the-scenes footage. With the proliferation of social media platforms like Instagram, TikTok, and Twitter, fans can easily access bite-sized clips of their favorite athletes, teams, and leagues. These short videos offer a quick and convenient way for fans to consume sports content on the go, whether they're waiting in line for coffee or taking a break from work. From game-winning shots to hilarious bloopers, short form video content captures the excitement, drama, and emotion of sports in a way that is both entertaining and informative. For sports fans, there's no better way to stay connected to their favorite teams and players than through short form video content.
Short-form Social Media Video Statistics
Social media and the rise of short-form video go hand in hand. Below we break down just how much social consumers are glued to their screens.
Mobile-first Video Ads Account for 50% of Facebook’s Ad Revenue
The effectiveness of Facebook’s hyper-targeted ad platform is well-documented. Even so, it’s telling that roughly half of the platform’s revenue comes exclusively from video.
From product demos to mini-commercials, brands have tons of flexibility and creativity to produce video on Facebook.
The platform’s in-depth targeting options and analytics which break down just how much your videos are getting viewed is a nice touch for figuring out exactly what’s working and what’s not.
People Spend Half of Their Time on Facebook Watching Videos
Remember what we said earlier about consumers being binge-watchers?
Although Facebook and Instagram themselves might not be solely known for video content, users are spending most of their time consuming it.
An upside of social media video is that it doesn’t necessarily need to be polished. Consider the popularity of Instagram Reels and Facebook Stories, which consist of off-the-cuff smartphone footage.
Below are some quick ideas for social video that brands can roll out to tap into their audience’s binge-watching tendencies:
- Product demos
- Live Q&A sessions with your audience
- “Behind the scenes” video of your team or product in action
- Memes and skits
- How-to tutorials (think: makeup and beauty tutorials)
Average TikTok User Spends 26 Minutes on the Platform per Day
Even if you don’t quite “get” what TikTok is all about, this is definitely a compelling stat.
The platform is exclusively video, meaning that users are spending all of their time on TikTok binge-watching.
Note that videos on TikTok videos are typically limited to 15 seconds long. If someone is spending 25+ minutes per day on TikTok, they’re easily consuming dozens of videos per session.
No matter how you slice it, that’s a lot of video. This likewise continues to the trend of videos erring on the shorter side when it comes to social media.
Video Content on Instagram Receives 49% Higher Engagement Rates
Instagram is regarded as a photo-sharing platform, however video content tends to perform better than static photos.
Almost all of Instagram’s video formats are bite-sized, with their in-feed videos sitting a two-minute limit.
This means that the platform is yet another place to publish and repurpose short-form video for your business.
Video Content Gets 48% More Views on Social Media
Beyond how well short-form video works in advertising, consider just how shareable it is organically.
The concept of the “viral video” exists for a reason.
People tend to share videos like crazy and, versus any other type of content, videos are most likely to spread.
Although content creators shouldn’t hang on the dream of going “viral,” they should make video the cornerstone of their strategies for the sake of greater reach.
Short-Form Video Statistics Key Notes
- Start creating short form videos now.
- Short-form video is less than 1 minute long.
- Consumers prefer video content over text articles.
- Marketers are getting new customers with video right now.
- People spend a lot of time watching videos on social media channels from their mobile device.