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Top Highlights from Annual State of Video Marketing Report

Updated: Aug 6, 2021

Top Highlights from Annual State of Video Marketing Report

Recently, the seventh compilation of Wyzowl’s “The State of Video Marketing” was released. The survey charts usage, spend, channels, and opinions among video marketers and consumers. Here are the top five things brands need to know.

Video remains crucial for marketers in both usage and spend.

86% of businesses use video as a marketing tool in 2021, the highest percentage since the survey’s inception in 2015. Because of its versatility, video can be integrated into a marketing plan in many ways; from social media to TV commercials, YouTube videos, and more. In short, video marketing is not slowing down despite surpassing critical mass.

The pandemic increased the number of videos watched.

While which pandemic trends continue as the world returns to some sense of normal, the pandemic not only increased the total volume of videos watched, but the number of unique environments we watched as well. Fragmentation is real.

Marketers felt positive about the ROI offered by video.

Video continues to strongly influence traffic, leads, sales, and audience understanding. 78% of marketers who took part in the survey reported that video has improved their company’s bottom line. This means that video will continue to have a positive impact even if the focus remains on other metrics.

Video still holds underutilized opportunities for marketers.

This is especially true for the explainer video. 94% of people report watching these types of videos to learn more about a product, with 84% being swayed by the video to make a purchase. It’s so simple and so underutilized.

Demand continues to rise for videos.

Nine out of ten people report wanting to see more videos from brands in 2021. This makes video an excellent tool for lead generation and brand awareness while giving brands permission to go beyond :30s and :15s to create authentic brand video content.


The pandemic did little to slow the rise of video. The stats and findings presented in this report set the tone for video to continue as a success story for brands.

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