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, nevertheless it performs a key position in serving to entrepreneurs exceed their targets.
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 types of matters and techniques, together with:
Let’s dive in.
Video Advertising and marketing Survey Findings
Video Advertising and marketing Benchmarks
The effectiveness of video advertising is apparent from the survey outcomes — 73% of respondents say video advertising is efficient at serving to them attain their firms general 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 prospects perceive their merchandise/companies, participating 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 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 underneath 1,000 views
- 17% common over 100K views
Views aren’t the one metrics entrepreneurs monitor, although. There’s an extended record of knowledge factors to maintain your eyes on, so let’s check out that are the most effective measure of your video’s efficiency.
The Most Prioritized Video Advertising and marketing Metrics
Video entrepreneurs instructed me that engagement (likes, feedback, and so on.) is crucial video advertising metric to trace. That’s adopted by watch time and think about 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 sensible to me as a result of engagement clearly outlines how your movies resonate together with your viewers.
Excessive engagement means individuals are wanting to take motion along with simply watching the video (liking, commenting, sharing, and so on.).
Right here’s what Jigar Thakker, Chief Enterprise Officer at INSIDEA, instructed me about why he thinks engagement fee is crucial video advertising metric:
“This metric [engagement rate] exhibits how properly your viewers is connecting together with your content material. Excessive engagement signifies that your video is resonating with viewers, encouraging interplay, and fostering deeper connections together 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 monitor. It’s key to understanding how lengthy folks spend watching your movies.
And in addition, based on Michelle Tabor, Options Engineer at Lynton, the standard of your video: “I would like as many individuals as attainable to look at, and think about time is a high indicator of if my content material is boring or not.”
For instance, if the typical watch time to your five-minute video is 4 minutes, most viewers are sitting by way of almost all of it since you’ve efficiently hooked them. Should you see a dropoff midway by way of, the video could have been too lengthy or not held curiosity sufficient to maintain folks watching.
The general common watch time of your movies may be helpful when evaluating similar-length movies. I do suggest, 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 underneath 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 underneath 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 sort of video most closely fits your targets (I’ll discuss extra about this afterward).
3. View Rely
View depend is the third most necessary video advertising metric to trace, and the third hottest video advertising metric general.
The which means of views is within the phrase: how many individuals view your advertising movies. The extra views you will have, the extra folks, properly, considered your video.
Nevertheless, excessive view depend doesn’t at all times 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 wish to name out are follower/subscriber development and click-through fee (CTR).
Should you’re gaining followers/subscribers from a video, it resonates with viewers they usually wish to see extra from you. In case your development fee is greater 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 the way efficient they’re at getting folks to look at your video within the first place.
Let’s dive into the subsequent part: video entrepreneurs high targets for 2025.
Video Advertising and marketing Objectives
Video entrepreneurs’ high 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 targeted on utilizing video to develop their on-line neighborhood/following, whereas 23% are utilizing video to foster relationships with prospects and improve model loyalty.
As I discussed on the very begin, our survey exhibits video advertising is very efficient for reaching all of those targets, so let’s dive into a few of the methods video entrepreneurs are utilizing to succeed.
Video Advertising and marketing Advantages & Challenges
Video Advertising and marketing Advantages
Entrepreneurs say that the largest advantage of video advertising is that it helps prospects higher perceive a product/service.
Additionally they say that movies are already widespread amongst their goal audiences and generate extra leads than different forms of content material.
Whereas this appears completely consistent with video entrepreneurs’ targets, these advantages can come together with just a few challenges.
Video Advertising and marketing Challenges
Creating an efficient video technique is the largest problem video entrepreneurs face, adopted by a scarcity of time to create video content material and a scarcity of content material concepts.
Video Advertising and marketing 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 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 firms spend over $100K on video advertising per quarter.
- 47% spend underneath $20K
- 45% spend between $20K-$100K
How a lot does making a advertising video price?
91% of entrepreneurs’ firms spend underneath $50,000 to create a advertising video, and over half spend underneath $10,000.
Our survey outcomes present that entrepreneurs spend probably the most cash in the course of the manufacturing stage of making a video (filming, establishing lighting and audio, and so on.).
Video Advertising and marketing Methods
The High Techniques for Creating Efficient Movies
An important elements for creating efficient video content material are capturing viewer consideration within the first few seconds, participating video enhancing, 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 necessary 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 couple of product and even simply making them snicker).
The longer they watch the extra doubtless they’re to kind an impression of your enterprise, and a constructive impression can encourage follows/subscriptions.
Should you seize their consideration they usually stick round, you even have a better probability of driving some type of motion, like a viewer sharing the video with pals.
So, how will you instantly seize this consideration?
Adriane Grunenberg, HubSpot Automation & Digital Analytics Skilled at Pinetco, says: “The opening moments of your video are essential for capturing consideration. You would use an intriguing query, a shocking reality, or a visually interesting scene to seize viewers’ consideration instantly.”
I do have to say that whereas storytelling/scripting is necessary, customers these days additionally crave genuine, behind-the-scenes, and “real-life” sort content material.
Gabrielle Herrera, Neighborhood Progress Senior Advertising and marketing Supervisor at HubSpot seen first-hand how a lot folks take pleasure in such a content material after the Neighborhood workforce despatched folks to INBOUND 2024.
A majority of the content material they created had been movies, and she or he stated: “The movies that acquired probably the most engagement and impressions weren’t those that had been polished or scripted; they had been those that featured the typical 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 and marketing
As with all areas of promoting (and I suppose life basically), AI is impacting video advertising. In reality, probably the most generally used generative AI instruments amongst entrepreneurs are visible AI instruments (picture/video/design mills).
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 most well-liked use instances for individuals 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 on.
Listed below are another attention-grabbing 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 Developments 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 probably the most useful for making short-form video content material. (Social Media Developments Report)
- Entrepreneurs usually tend to say that utilizing generative AI to create content material for audio/visible channels drives constructive ROI. (AI Developments For Entrepreneurs 2024 Report)
Professional tip: Should you’re searching for a low-stakes and easy-to-use device 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 in regards to 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 entire 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 3 times we’ve run our Client Developments Survey, customers 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 just a few methods video entrepreneurs use to be sure that doesn’t occur.
Methods to Promote a Advertising and marketing Video
The best video promotion methods are sharing them on social media platforms, including movies to your web site or weblog, and operating paid advertisements to 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 printed.
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’ll be able to run an interactive ballot associated to your video on social media to have interaction your core viewers and pique the curiosity of those that haven’t seen it but. You may also arrange an e-mail marketing campaign to exit saying 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 at any time when the chance arises. For instance, if you happen to discover a dialog on X (Twitter) associated to the subject of a video you printed 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 up to the mark on video advertising targets 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 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 very best ROI and can also be #1 for lead technology and engagement.
Quick-form video use additionally grew considerably this yr, with entrepreneurs overwhelmingly planning to speculate it in additional than every other media format.
To high it off, 30% of entrepreneurs who did not already use short-form movies began doing so this yr. Our weblog workforce even examined out utilizing short-form movies as a promotional device.
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 largest 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 yr.
3. Reside Movies/Reside Streams Metrics And Benchmarks
Reside video has misplaced reputation amongst video entrepreneurs — a -56% lower in utilization, in truth, 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 and marketing 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 widespread.
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 may be efficient for sharing advertising movies, social media is the clear winner. Let’s dive into which platforms are simplest for video sharing.
The Finest 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 widespread 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 sorts for advertising movies?
1. Content material Showcasing Your Merchandise and Providers
Content material showcasing merchandise/companies is probably the most leveraged sort of video content material, and video entrepreneurs say it’s the best at serving to them attain their video advertising targets.
Customers 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 price 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
You need to be a useful useful resource to your viewers, so it’s no shock that training and informational movies are the third hottest sort of video amongst our survey respondents.
Studying new issues is without doubt one of the predominant causes customers use YouTube, so if you happen to 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 customers 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 targets.
Viral Movies
Making a viral video is a objective that many video entrepreneurs could have, nevertheless it’s not essentially a objective you will have management over. You may hope to go viral by, say, leaping on trending matters or leveraging a preferred influencer/celeb, however its potential actually is dependent upon how customers obtain it.
Methods 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, 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 helpful data
- Viral movies elicit robust feelings by showcasing actual tales
- Viral movies encourage viewer interplay by way of feedback, likes, shares, or challenges
- Viral movies are straightforward to share for individuals who wish to move 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 underneath every week.
This doesn’t shock me in any respect: short-form movies are the most well-liked video format, and customers admire extra genuine movies.
Because of this entrepreneurs can spend much less time on manufacturing (shorter movies sometimes require much less filming) and enhancing.
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 traits and advertising methods is vital.
Whereas video advertising is presently one of many high advertising methods, there are just a few 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? You may also obtain our free Video Advertising and marketing Starter Pack beneath.
