Key Trends in Video Marketing 2018

Content marketing is shifting towards video content and streaming, some of the most profitable digital marketing tools in 2018 – recent report by Wyzowl reveals the state of the market from both marketers and consumers point of view

Video has become the rocket fuel for digital marketing, powering up the trafficconversionsweb and social engagement. It is capable of establishing authentic interaction with the audience, in real time, especially as a contextual relevant content, that is becoming the marketer’s ultimate goal.

The recent Wyzowl’s annual State of Video Marketing Survey, gathered data from 570 respondents, both marketing professionals and consumers, and revealed interesting statistics on the way video content is created, distributed and consumed.

Key takeaways form the report

  • Video marketing usage is rising rapidly among brands and marketers
  • YouTube is the most widely-adopted and most successful video channel for marketers
  • The average consumer watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours
  • 2018 looks set to be a breakout year for LinkedIn video. The number of marketers sharing video content on LinkedIn is around 38% right now – this is set to rise to 55% in 2018
  • Interactive video adoption will also soar from 1 in 5 marketers currently, to almost 1 in 3

Usage, Spend & ROI

  • 81% of businesses use video as a marketing tool, up from 63% in 2017
  • 65% of businesses who don’t currently use video say they intend to start using it in 2018, up from 34% in 2017
  • 85% of businesses regard video as an important part of their marketing strategy, up from 82% in 2017
  • 78% of marketers say video gives them a good ROI, down from 83% in 2017


  • 97% of marketers say video has helped increase user understanding of their product or service
  • 76% say it helped them increase sales
  • 47% say it helped them reduce support queries
  • 76% say it helped them increase traffic
  • 80% of marketers say video has increased dwell time on their website
  • 95% of people have watched an explainer video to learn more about a product or service
  • 81% of people have been convinced to buy a product or service by watching a brand’s video
  • 69% of people have been convinced to buy a piece of software or application by watching a video


Emerging Trends

Youtube – 87% of marketers have published video content on YouTube, and out of those, 90% found it to be an effective strategy

Facebook – 68% of marketers have published video content on Facebook, out of those, 87% found it to be an effective strategy

Webinar – 44% of marketers have hosted or participated in a webinar, out of those, 87% found it to be an effective strategy

Instagram – 41% of marketers have used Instagram video, of those who used it, 78% found it to be an effective strategy


The numbers show that video is, without a doubt, the trend on the rise and that marketers rely on for trafficand conversions. Also, it shows that we watch and love visual content. It is no longer a promotion tool only for big brands and media agencies: with the rise of social content and streaming, it has become crucial branding tool for all companies that seek to connect with their consumers during the entire customer journey.

With all these numbers in mind it doesn’t surprises us that by 2020, there will be almost a million minutes of video per second crossing the internet and 82% of all consumer web traffic will be video [Cisco].

If you are still thinking about investing in video, you should trust its engaging power – both marketers and consumers confirm it will be successful!



State of Video Marketing

Video Marketing Statistics