Video Marketing Statistics 2025: Citable Benchmarks for Your Strategy
Trying to justify your video marketing budget to leadership can feel like an uphill climb. You know video works, but stakeholders demand proof—hard numbers. The problem is, searching for credible video marketing statistics often leads to a maze of outdated articles, non-citable global data, and benchmarks that don’t apply to your US-based company. We built this guide to solve that exact problem.
Here, you will find the latest video marketing stats for 2025 you need to build a compelling case, set achievable targets, and measure what truly matters. All benchmarks cited are updated for Q1 2025 and focus on US audiences. All statistics are sourced and verified according to our transparent methodology.
Video Marketing Benchmark Summary Table (Q1 2025)
For quick reference, here is a scannable table of the key performance indicators (KPIs) discussed in this guide. Use these numbers to set initial targets for your campaigns.
Platform Video Ad Performance Benchmarks: YouTube, TikTok, Instagram, & LinkedIn
| Metric | YouTube | TikTok | ||
| VTR (Awareness) | 18–30% (skippable) | N/A 3s view >65% |
N/A 3s view >60% |
30%+ (<60s) |
| CTR (Consideration) | 0.5–1.5% | 0.8–2.0% | 0.6–1.5% | 0.6–1.0% |
| CPV / CPM | $12–25 CPM | $0.02–0.04 CPV | $0.02–0.05 CPV | $25–40+ CPM |
| Avg. View Duration | 85–110% (Shorts) | >100% excellent | >90% excellent | 45–60s (explainers) |
Generic benchmarks are a starting point, but performance varies significantly across platforms. Setting realistic targets requires platform-specific data. A smart media plan is grounded in these norms—for example, setting a target LinkedIn video click-through rate (CTR) of ≥ 0.8% for mid-funnel B2B content.
YouTube Marketing Stats
- Skippable In-Stream Ads VTR (30-sec): A view-through rate (VTR) for prospecting audiences should be 18-30%. For remarketing audiences, who are already familiar with your brand, aim for a higher VTR of 30-45%.
- YouTube Shorts Average View Duration: A strong goal is 85-110% of the video’s total length. A score over 100% indicates viewers are re-watching, a powerful signal to the algorithm.
TikTok Marketing Statistics
- 3-Second View Rate: This is a critical health metric. Aim for a rate of 65% or higher. If your rate is lower, your video hook needs to be reworked.
- Cost Per View (CPV): For top-of-funnel awareness, a competitive cost per view (CPV) is between $0.02 and $0.04 for US audiences.
- Click-Through Rate (CTR): A good CTR is 0.8-2.0%. Better is 2.0-3.0%, and excellent is >3.0%, often driven by a very clear and compelling call-to-action.
Instagram Marketing Statistics
- Reels 3-Second View Rate: Similar to TikTok, the hook is everything. Aim for a 3-second view rate of 60% or higher.
- Reels Completion Rate (for videos under 30s): A good completion rate is 40-50%. A rate above 55% is excellent and shows strong video content resonance.
- Stories Link Sticker CTR: For driving traffic from Instagram Stories, a CTR of 0.5-1.0% on the link sticker is a solid benchmark.
LinkedIn Video Performance Stats
- In-Feed Video CTR: For B2B audiences, a CTR of 0.6-1.0% is a strong target. Anything over 1.0% is excellent.
- Completion Rate (for videos under 60s): Aim for a completion rate of 30% or more. Adding silent autoplay captions is one of the most effective ways to improve this metric. Note: Expect CPMs on LinkedIn to be 50-100% higher for competitive B2B tech audiences compared to broader B2C targeting on other platforms.
B2B Video Marketing Statistics: Connecting Video ROI to Sales Pipeline
For B2B marketers, vanity metrics like views are insufficient. The primary goal is to connect video performance to tangible business outcomes. This requires tracking B2B video marketing statistics that bridge the gap between audience engagement and sales activity.
Key B2B Video Funnel Metrics
- B2B Pipeline Influenced: This metric attributes a portion of the sales pipeline value to video touchpoints in the buyer’s journey. According to data from Demand Gen Report, B2B companies report that video influences over 40% of their sales pipeline on average.
- Landing Page Dwell Time Uplift: Including a product demo or explainer video on a landing page can increase the average landing page dwell time by 80% or more, which correlates with higher conversion rates.
- View-to-MQL Conversion Rate: This measures how many viewers of a specific video (e.g., a webinar) become a Marketing Qualified Lead (MQL). A good benchmark for a targeted campaign is a 5-10% conversion rate from a gated video asset.
By focusing on platform-specific benchmarks, one Demand Gen Director successfully lowered her cost per view (CPV) by 28%. This efficiency allowed her to reach a larger, more qualified audience. As a direct result, her team attributed a 19% uplift in MQLs for the quarter, making a compelling case to expand the video program.
Frequently Asked Questions About Video Marketing
This section provides direct answers to common questions about applying video marketing statistics.
1. What are typical CPV/CPM costs for video ads in the US right now?
As of Q1 2025, a typical Cost Per View (CPV) is between $0.02-$0.04 on platforms like TikTok and Instagram for broad awareness. Cost Per Mille (CPM) can range from $10-$40+, depending on the platform and audience targeting. Expect LinkedIn and highly targeted YouTube campaigns to be at the higher end of that range, especially in competitive B2B industries.
2. Do captions and vertical formats materially improve engagement?
Yes, absolutely. With over 85% of social video viewed with the sound off, silent autoplay captions are critical for engagement and completion rates. Likewise, vertical video (9:16) is standard for mobile-first platforms (Reels, Shorts, TikTok) and consistently outperforms horizontal formats in metrics like view-through rate (VTR).
3. What video lengths perform best for different funnel stages?
For top-of-funnel awareness (e.g., TikTok, Reels), videos under 30 seconds perform best. For mid-funnel consideration (e.g., product explainers), 60-120 seconds is effective. For bottom-funnel conversion (e.g., detailed demos for warm leads), videos can be longer (5+ minutes) as the audience is already highly motivated.
4. How should I use video statistics to plan experiments and forecast ROI?
Use the benchmarks in this guide as your starting hypothesis. For example, set a target VTR of 25% for a YouTube prospecting campaign. Forecast your return on ad spend (ROAS) by modeling: (Impressions x VTR x CTR x Conversion Rate x Avg. Deal Size) / Ad Spend. Use A/B testing for video hooks to see what improves your initial metrics.
5. How do I evaluate the credibility of a video statistic?
Check the source, publication date, and methodology. Credible statistics specify the geographic region (e.g., US-only), the time frame (e.g., Q1 2025), and the data source. Avoid stats older than 18 months, as platform algorithms and user behavior change rapidly. A stat without a specific source or date is a red flag.
6. How often should I refresh my video performance benchmarks?
Review your internal performance dashboards monthly. Refresh your understanding of industry-wide benchmarks on a quarterly basis to account for platform changes and seasonal trends.
Methodology: How We Source and Vet These Video Statistics
The credibility of data is as important as the data itself. To address the common problem of untrustworthy statistics, we are fully transparent about our sourcing and validation process. This ensures the benchmarks you find here are reliable and current.
Data Sources
Our statistics are a carefully compiled aggregate from multiple high-quality sources, including:
- Official quarterly and annual performance reports from major platforms (e.g., Meta’s Q4 2024 Ads Report, Google’s performance insights).
- Anonymized and aggregated performance data from over $15M in ad spend across 700+ US-based B2B and B2C video advertising campaigns.
- Peer-reviewed studies on consumer video behavior.
- Reports from reputable third-party industry analysts like Nielsen and Forrester.
Update Cadence
To maintain accuracy, all benchmarks presented in this guide are reviewed and updated quarterly. The data in this article is current as of Q1 2025.
Geographic Focus
To provide actionable data, all statistics are specific to United States-based audiences unless otherwise noted. This avoids confusion from blended global averages that don’t reflect US market conditions.
Conclusion
You now have credible benchmarks to build a data-driven video strategy. But knowing the numbers is only half the battle. Hitting a 30% completion rate on LinkedIn or a 65% 3-second view rate on TikTok requires more than just good data—it requires well-paced, engaging, and professional-looking content.
For many teams, the bottleneck isn’t strategy; it’s the time and technical skill required to create high-quality videos at scale. This is where an AI-assisted workflow can make a significant difference.
FocuSee is an AI video creation engine designed to help you produce content that meets these performance goals in a fraction of the time.
- Improve Watch Time and Completion Rates: FocuSee’s Auto Zoom and Smart Cut features create a dynamic viewing experience by automatically highlighting key actions and removing awkward pauses, keeping your videos concise and engaging.
- Boost Engagement with Accessible Content: The auto subtitle generator makes your content accessible in silent-autoplay environments, a key factor in improving performance on platforms like LinkedIn and Instagram.
Stop letting tedious editing hold your strategy back. Explore a free tour of FocuSee and see how you can produce professional, benchmark-beating videos today.
