Report: Wyzowl’s Key Takeaways from their 2018 Video Survey

by Wyzowl |

Well, 2018 has begun with a bang – and, once again, it looks set to be a huge year for video marketing.

Here at Wyzowl – a trusted partner of Rapt Media – we've just released the findings from our fourth annual State of Video Marketing Survey.  Every year, this piece of research aims to build a true picture of the video marketing industry. We're constantly surprised and fascinated by the results, and this years instalment has been no exception.

You can check the full results here but we thought we'd give you a quick rundown of the standout figures...

  • The average person watches more than 90 minutes of online video content per day, with around 15% averaging even more than that- coming in at a massive 3 hours!
  • Video usage has soared during the last twelve months, with a 17% leap in content viewed, with around 2 out of 3 businesses who don't use video at present, plan to start using it this year.
  • In addition to that, those who already use video in their strategy, almost unanimously plan to continue in 2018.
  • The vast majority also plan to increase or at least maintain spending on video in the next twelve months.

Video effectiveness


Businesses continue to benefit from video in a wide variety of different business functions , most commonly helping to increase user understanding. (97%)

81% of businesses use video as a marketing tool, which is a a staggering 63% up from 2017.

Increased dwell time (80%) , sales, traffic (76%)  and reduced support queries (47%) are all attributed to video by sizeable chunks of marketers.


Consumers continue to value video content highly as part of their buyer journey.

Viewers most commonly use video as a starting point to build their knowledge about a product or service, and an overwhelming majority (81%) of consumers count online video as a decisive factor that convinces them to download or buy a product.

Wyzowl Stats

Social media and people

Social Media platforms are continuing to go big on video content, with consumers more likely to share content through these platforms than ever.

83% of consumers claimed that having a watching an online video that they would consider sharing it with their friends.

This data proves the popularity of video content, showing that when marketers create content that adds value, the consumer is more than happy to to give that video extra impact by sharing it with their own friends.

People as consumers LOVE video, with a massive 85% of those surveyed saying they would like to see even MORE videos from brands in 2018.

And, where both video and text are available on the same page, 72% of people would rather watch the video.

The champions

It come as no surprise that YouTube is still the high flyer when it comes to video content, it remains the most popular and the most effective channel for video sharing.

87% of marketers use YouTube, 90% find it effective and 87% plan to use it in 2018. (The highest percentage of all the options from the survey.)

But coming up right behind them as a force to be reckoned with is Facebook video.

With 68% marketers publishing video content on Facebook, a whopping 87% finding it effective and 70% planning to use it in 2018.

Emerging technology

1 in 5 marketers have used interactive video – painting a healthy picture of interactive video as a growing trend, increasing both in usage and in consumer popularity. More than three-quarters of video marketers found it effective, and usage looks set to jump again in 2018, with more than a quarter (28%) planning to harness its power in the coming 12 months.

Trailing behind

Whilst Snapchat is a wildly popular channel, it's had a particularly disappointing year when video marketing is concerned. Adoption remains around the 1 in 10 mark among marketers. Only a quarter of those marketers found it to be effective, and it's the only tactic included in the survey that looks set to drop in usage in 2018 – with less than 10% planning to try it out in 2018. 

Drawing to a close

2017 was predicted to be 'the year of the video' and in a lot of ways it was. But with consumers still expressing a need for even MORE video led content, 2018 looks set to out do the past year.

So what is your 2018 video campaign going to look like?

(Don't forget to check out the full findings of our research – including a shiny downloadable report – by clicking here.)

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