In 2024, the most widely used video types in marketing worldwide were explainer videos, with 73 percent of marketers saying they used them. Social media videos came second, with 69 percent of global marketers using them, while 60 percent cited testimonial videos.

During a 2024 survey among marketers worldwide, approximately 67 percent reported plans to increase their use of Instagram for video marketing purposes in the near future. Similarly, 66 percent said they would use YouTube more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

During a late 2023 survey among marketing professionals worldwide, 78 percent of respondents found YouTube to be an effective video marketing channel. This was followed by 71 percent of respondents finding Facebook effective, while 64 percent cited Instagram.

During a late 2023 survey carried out among marketing professionals worldwide, 90 percent of respondents stated they used videos on YouTube for marketing purposes. Facebook was the second-most commonly named platform, mentioned by 86 percent of respondents. TikTok was used by 69 percent of interviewed marketers.

According to a survey conducted among video marketers worldwide and released in December 2024, 71 percent of respondents said short-form videos were the video formats with then highest return on investment (ROI). This was followed by 22 percent of respondents saying long-form videos had the highest ROI, while six percent of respondents cited live videos.

According to a survey conducted among video marketers worldwide and released in June 2022, 33 percent of respondents said their leading video marketing goal for 2022 was to increase revenue and sales. This was followed by 32 percent of respondents saying their main video marketing goal was to increase brand awareness and reach new audiences.

In 2019, marketers and agencies in Canada were surveyed on their usage of online video in promotional campaigns. According to the results, 73 percent of agencies and 62 percent of marketers were frequently using online video as part of their strategies in 2019.

The number of Instagram users in the United States was forecast to continuously increase between 2024 and 2028 by in total 13.4 million users (+8.59 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 169.5 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Canada and Mexico.

In 2019, marketers and agencies in Canada were asked about how familiar they were with online video for marketing purposes. According to the results, 77 percent of agencies and 74 percent of marketers were familiar with the medium and its application in promotional strategies.

During a late 2024 survey among marketing professionals worldwide, 17 percent of respondents stated they allocated between 11 and 20 percent of their marketing budgets to video. Two percent of respondents said they spent between 91 and 100 percent of their budgets to video.

In recent years, video has become one of the most popular online formats, spanning from educational content to product reviews. During the third quarter of 2024, music videos recorded the highest category reach, with almost half of internet users worldwide reporting to watch music videos online each week. Social video engagement In recent years, YouTube and TikTok have become two of the most important social media platforms for global users, as video content commands high levels of engagement. In 2024, users worldwide spent approximately 28.4 hours using the YouTube mobile app per month. Additionally, the leading hashtags used by content creators on TikTok have amassed billions of views: as of January 2024, the TikTok hashtag “fyp” or “for you page” had reached 55 and 35 billion post views, respectively. Watching content: what device do users prefer? In 2023, televisions were the most used devices for global viewers to watch video-on-demand (VOD), with 55 percent of respondents reporting using these devices. In comparison, 13 percent of respondents reported using smartphones. Age group and generation are factors impacting viewership habits and device preferences, as younger users appear to prefer using their smartphones to consume content. According to a March 2024 survey, U.S. users aged 18-34 years were more likely to watch video content on smartphones than any other devices. By comparison, connected TVs were particularly popular for the online video audience aged 35 and older.

During a survey conducted in September 2021 among content marketers in the United States who make use of videos, 48 percent of respondents said their organization did not utilize existing video to potential. Lack of in-house skill was also deemed a challenge by 43 percent of respondents, while 40 percent cited a lack of budget.

According to a survey carried out among video marketers in the United States between February and March 2024, 70 percent of respondents said social video advertising was a must-buy for their media plans. Over 69 percent of respondents considered connected TV (CTV) a must-buy, while 46 percent cited national broadcast and cable TV.

This statistic shows the results of a survey question on whether or not marketers in the Netherlands expected to use social video in the near future from 2017 to 2019. As of 2019, approximately 60 percent of the respondents stated they planned to use social video "more often" or "much more often". This is an increase compared to the previous year.

Like in other countries, influencers play an increasing part in marketing in the Netherlands. As of September 2019, Iranian-Dutch fashion blogger Negin Mirsalehi was the most-followed Netherlands-based influencer on Instagram with over 5.5 million followers.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

During a survey conducted in September 2021 among content marketers who make use of videos in the United States, 60 percent of respondents said they were planning to increase their video budget in 2022, out of which 24 percent said they planned to increase it by more than nine percent.

During a survey carried out in October 2021 and conducted among U.S. content marketers who made use of videos, 65 percent of respondents said they used explainer videos in content marketing. Interviews with influencers or subject matter experts were used by 58 percent of respondents, while 51 percent said they used case studies or customer stories.

This statistic shows the results of a survey question on how often marketers in the Netherlands used interactive video from 2017 to 2019. As of 2019, approximately 65 percent of the respondents indicated they had not used interactive video. This is roughly the same as when compared to the previous year.

Like in other countries, influencers play an increasing part in marketing in the Netherlands. As of September 2019, Iranian-Dutch fashion blogger Negin Mirsalehi was the most-followed Netherlands-based influencer on Instagram with over 5.5 million followers.

During a November 2022 survey carried out among professionals involved in content marketing, 18 percent stated that they used social media posts as a part of their content marketing strategy; 13 percent named videos in the same context. The 2022 digital video ad spending in the U.S. was estimated at 67 billion U.S. dollars.

This statistic shows the results of a survey question on how often marketers in the Netherlands used instructional videos from 2017 to 2019. As of 2019, approximately 40 percent of the respondents indicated they had not used instructional videos. This is an increase compared to the previous year.

Like in other countries, influencers play an increasing part in marketing in the Netherlands. As of September 2019, Iranian-Dutch fashion blogger Negin Mirsalehi was the most-followed Netherlands-based influencer on Instagram with over 5.5 million followers.