How Has Video Marketing Changed in the Past Decade?

Video marketing is the practise of using videos content to promote a brand, product or service digitally. With 5.2 billion people active on social media in 2025 it is imperative that brands use video marketing to their advantage. It works best by leveraging visual storytelling to engage audiences. Viewers retain 95% of a message when delivered in video form (versus only 10% through text) which is why 89% of businesses use video as a marketing tool in 2025. In this article we will dive into statistics of video marketing and how they have changed in the past decade. 

How video marketing works 

From short social media clips to longer educational videos, they work by engaging and capturing attention of readers. 

• People spend 17 hours per week watching online videos on different social media platforms.  
• 93% of marketers paise video marketing and it brought them good ROI boosting brand awareness, web traffic, lead generation, and sales.

Short-Form vs. Long-Form Video: ROI, Engagement, and Spending Trends

ROI

• Short form video is currently the top performing format for return on investment. According to recent survey, 77% of marketers prefer short video to deliver highest ROI, compared to 23% who preferred long form videos.
• Data suggests that videos between 30 and 60 minutes are the best at converting viewers into customers (likely because longer content attracts an audience already interested enough to watch).
• The key is that short-form excels in reach and cost-effectiveness, whereas long-form excels in depth and conversion when targeting the right audience.

Viewer Engagement

Short-Form Dynamics

• Completion rates for videos under 90 seconds hover around 50%, meaning roughly half the audience watches through to the end.
• Studies show short clips are 2.5× more likely to be shared or commented on versus longer formats.
• Light, snappy content thrives on social platforms, boosting potential for virality and quick brand exposure.
  

Long-Form Dynamics

• While the completion percentage is lower, total watch time can be significantly higher, someone might watch 5 minutes of a 10-minute video (vs. 30s out of 45s for short-form).
• Excellent for tutorials, product demos, and how-to videos: viewers seeking detailed explanations are willing to watch longer.
• Engaged viewers on long-form pieces often build deeper brand trust and are more inclined to take next-step actions (like signing up for a newsletter or requesting a sales call).

Spending Trends in Video Marketing

• Video usage jumped from about 60% of businesses in 2016 to nearly 90% in 2025.
  
• 93% of marketing teams plan to maintain or increase their video budget over the next year.
  
• Average video length dropped 75% (from nearly 3 minutes in 2016 to 76 seconds in 2023) as short-form content took center stage.
  
• Short-form ad revenue is projected to surpass $100 billion globally by 2025.
  
• TikTok alone may generate over $10 billion in U.S. ad revenue by 2024, showing marketers’ interest in ultra-short clips.

Platform Performance for video marketers 

YouTube

• Used by about 90% of video marketers.
  
• Ideal for long-form (podcasts, webinars), but Shorts offers a short-form option.
  
• Generated around $36 billion in global ad revenue in 2024.
  
• Historically recognized for strong brand awareness and lead generation results.
  

TikTok

• Embraced by 69% of businesses for short, viral videos.
  
• Appeals primarily to Gen Z and Millennials with 15–60 second content.
  
• Faces some conversion challenges: 52% of marketers find it less direct for sales.
  
• Rapidly growing ad revenue, surpassing $10 billion in the U.S. soon.
  

Instagram

• Around 79% of video marketers utilize Instagram (Reels, Stories, feed).
  
• Delivers top performance for 61% of brands, thanks to high engagement rates on short clips.
  
• Users spend over half their time on the platform watching videos, indicating strong video-friendly culture.
  
• Meta invests heavily in Reels ads, tapping into the $100B short-form ad market.
  

Facebook

• Used by 86% of video marketers, leveraging its massive global audience.
  
• Around 51% of marketers report high success on Facebook, slightly lower than Instagram or YouTube.
  
• Short auto-play videos dominate the News Feed; Facebook Watch supports longer content.
  
• Commonly used alongside Instagram due to integrated advertising and cross-posting tools.