Video Is Essential: The Numbers and Statistics Behind Video Production.
In today’s digital world, video isn’t a luxury; it’s essential. Static images and long-form text no longer cut it. Audiences want to see your story, your people, and your product in motion. Whether you’re a small business or a global brand, video helps you connect authentically and drive results. It grabs attention, boosts engagement, and outperforms other formats in conversions and retention. From short clips to full brand films, video meets audiences where they are. Its emotional power, tone, expression, and atmosphere create a human connection in a crowded online space, making it a cornerstone of modern marketing.
UK Video Marketing in 2025: A Growing Priority
In the UK, video marketing has evolved from a forward-thinking experiment into a non-negotiable pillar of modern communication. What was once seen as an optional extra is now considered essential by nearly every marketer in the country. According to recent industry data, a staggering 92% of UK marketers now place video at the heart of their digital strategies, a dramatic rise from 78% in 2015. This surge reflects a broader shift in how both businesses and consumers engage with content online. As mobile phone usage continues to rise, and as data plans become cheaper and internet speeds faster, video has become not just more accessible, but more expected.
The average UK viewer now spends 100 minutes per day watching online video, a figure that’s growing year on year. Platforms like YouTube, Instagram, and TikTok dominate this screen time, particularly among younger audiences who are increasingly rejecting traditional advertising in favour of authentic, bite-sized content that entertains, educates, or inspires. On social media specifically, videos are shared 1,200% more than text and image posts combined. That’s not a marginal difference, it’s a seismic advantage. Viral videos have the power to catapult small brands into the public eye, while even modest campaigns benefit from stronger engagement and longer reach.
But virality isn’t the only value. UK businesses are seeing measurable returns on their video efforts. 93% of marketers report that video has helped them attract new customers, and 66% say video brings in more qualified leads, those already warmed up and likely to convert. These aren’t vanity metrics; they’re bottom-line results. Whether you're marketing to corporate decision-makers, busy parents, students, or Gen Z trendsetters, video consistently outperforms static media in generating interest, building trust, and driving action.
In a digital landscape saturated with content, video cuts through the noise with immediacy and emotional resonance. It communicates faster, with more depth and clarity, and sticks in the memory far longer than a block of text. In the UK market, where audiences are savvy, distracted, and digitally native, video is no longer a competitive edge. It’s the baseline. And if your brand isn’t meeting that baseline, your message may never be heard.
The Global Landscape: Billions in Video Investment
On a global scale, the rise of video is not just impressive, it’s transformative. The internet as we know it has been reshaped by the sheer volume and impact of video content. As of 2024, video now accounts for over 82% of all internet traffic worldwide, and that figure is still climbing. This surge isn’t limited to entertainment or social media clips; it spans every industry, from education and healthcare to finance, tech, and e-commerce. The format has become the default for how we learn, communicate, and make purchasing decisions online. And the investment reflects that shift: global video ad spending is projected to reach an astounding $456 billion by 2025, more than doubling what it was just a few years ago.
But this explosion in spending isn’t just about scale, it’s about results. Studies show that viewers retain 95% of a message when delivered through video, compared to just 10% when reading text. That level of retention drives tangible business outcomes. For example, landing pages that include video can increase conversion rates by anywhere from 18% to 80%, depending on placement, quality, and relevance. Videos explain value quickly, answer customer questions without friction, and help people visualise outcomes, making them far more effective than even the best-written copy.
Moreover, 87% of marketers globally report that video provides a strong return on investment. Brands that prioritise clear messaging, emotional storytelling, and visually engaging formats are seeing not only increased awareness but genuine action, more clicks, more leads, and more sales. Video enables deeper customer relationships, greater brand trust, and more memorable interactions.
It’s also incredibly adaptable: from short TikToks and Instagram Reels to long-form YouTube series, webinars, product walkthroughs, and virtual events, the possibilities are endless. In an era of rapid digital change and global competition, video isn’t just a marketing tactic; it’s the foundation of effective communication. Brands that fail to prioritise it risk falling behind, while those that embrace it are positioning themselves to lead, influence, and grow across borders and industries. On the world stage, video is the language that speaks loudest.
Video and Social Media: The Engagement Engine
Social media platforms have become the primary stage for video content to thrive, evolve, and dominate. What began as a way to share casual updates has transformed into a global ecosystem where short-form video drives trends, shapes culture, and builds brands overnight. Platforms like Facebook, Instagram, TikTok, LinkedIn, and YouTube are no longer just distribution channels; they are video-first environments, each with its own unique language, rhythm, and audience expectations. Take Facebook, for instance: it still commands billions of daily video views, and remarkably, 85% of those views happen with the sound off. This single statistic underscores the growing importance of strong visual storytelling, captions, and text overlays. If your video can’t communicate without sound, it risks losing the majority of its audience.
What’s more, native videos, those uploaded directly to Facebook, receive 530% more engagement than shared links from other platforms like YouTube. The algorithm rewards original content, and so do users. It’s not enough to simply post a link. To truly maximise reach and impact, you need to create platform-native videos that are designed to work within that ecosystem’s flow and habits.
Meanwhile, TikTok and Instagram Reels have redefined how younger generations engage with video. These platforms favour fast-paced, bite-sized content that delivers entertainment, education, or emotional connection in seconds. They reward creativity, authenticity, and immediacy. The result? Video content consistently outperforms static posts in every measurable category: 48% more views, 1200% more shares, and significantly higher engagement in likes and comments. Video is now the universal format for attention.
However, not all videos work equally well across all platforms. A winning strategy requires content that’s platform-appropriate: short, vertical, and spontaneous for TikTok and Reels; polished and narrative-driven for YouTube; concise and insight-rich for LinkedIn. Whether it’s a behind-the-scenes moment, a product demo, or a heartfelt customer testimonial, success lies in delivering the right message in the right format to the right audience. Video is no longer just a creative medium; it’s the lifeblood of how modern brands communicate in the social age.
Video and E-Commerce: Conversions in Motion
For online retailers and service providers, video has become much more than a tool for brand awareness; it’s a direct driver of sales, trust, and long-term customer loyalty. In an increasingly competitive e-commerce landscape, where consumer attention is fleeting and expectations are sky-high, video offers something rare: clarity and confidence at the moment of decision. Studies show that 64% of online shoppers are more likely to purchase a product after watching a video about it. This isn’t just about showcasing features, it’s about storytelling, problem-solving, and demonstrating real-world value in a way static images and text simply cannot.
Even more compelling, 57% of shoppers say that product videos help them feel more confident in their purchase and reduce the likelihood of returns. This matters enormously in today’s marketplace, where the cost of acquiring a new customer is high, and returns are a logistical and financial burden. When consumers can see how something works, how it fits, or how it solves a problem, they feel less uncertainty. They make more informed decisions, and they’re happier with what they receive. Conversion data supports this, too.
Product pages with embedded video can experience conversion rate increases of up to 85%, and explainer videos on service-based websites often lift lead generation by 34% or more. These aren’t niche improvements, they’re substantial performance gains that impact revenue. It’s why leading platforms like Shopify, Amazon, and Etsy now fully support integrated, shoppable video, letting merchants showcase products in action, answer questions before they’re asked, and guide viewers from interest to checkout in a single, seamless interaction.
Ultimately, video removes friction. It reduces uncertainty, accelerates decision-making, and humanises the shopping experience. You’re not just describing a product, you’re giving your audience a chance to connect with it, imagine it in their lives, and trust that it will meet their needs. In a digital space where customers can’t touch or try before they buy, video becomes the next best thing, and often, the deciding factor between browsing and buying.
Long-Form Video and Documentaries: Slow Burn, High Reward
While short-form video continues to dominate social media platforms and drive the lion’s share of viral attention, long-form video is quietly carving out its own powerful niche, one built not on fleeting views but on depth, loyalty, and lasting value. Webinars, interviews, educational series, and documentary-style storytelling may not capture the same instant buzz as a 30-second TikTok, but they’re playing a crucial role in how brands establish trust and credibility. In fact, consumption of long-form content has increased by a staggering 11,000% over the past decade. That number isn’t a typo; it’s a clear signal that audiences are hungry for substance, not just snackable content.
Yes, it’s true that only about 25% of viewers finish videos longer than 20 minutes, but here’s the nuance: the ones who do are typically highly engaged, deeply interested, and significantly more likely to take meaningful action. These viewers are more inclined to share, subscribe, make purchasing decisions, or become advocates for your brand. Long-form video doesn’t just entertain, it educates, persuades, and builds relationships over time. That makes it ideal for complex industries, thought leadership, nonprofit storytelling, and mission-driven businesses that need more than a headline to communicate their value.
Documentary-style video, in particular, offers a unique opportunity to go deeper, to showcase the people behind the brand, to address nuanced issues, to build emotion and authenticity. Unlike blogs or tweets, video conveys tone, body language, and emotion in real time. It builds authority while keeping audiences emotionally connected. Whether it’s a brand origin story, a deep dive into an important topic, or a testimonial-driven narrative, this kind of content can shape perception in a way short clips cannot. The smartest approach? Use short-form video to attract attention and guide viewers toward long-form content that delivers depth and context. Segment your audience by interest and intent. Give casual viewers an entry point, and give committed audiences something to sink their teeth into. In the age of endless scrolling, depth has become rare and incredibly valuable.
Action Steps: How to Capitalise on the Video Boom
If your business hasn’t yet made video a core part of its strategy, now is the time to start, not tomorrow, not next quarter. Right now. Video is no longer just a trend or a nice-to-have add-on. It’s become the most effective, versatile, and in-demand medium for reaching audiences, building trust, and driving results. But before you grab a camera or hire a production team, take a step back and identify your core business objectives. Are you trying to increase brand awareness, drive sales conversions, or build a community around your product or mission? Each of these goals calls for a different approach to video content.
If you aim to grow your following and increase visibility, lean into short-form social content, Reels, TikToks, and YouTube Shorts, so that you can post frequently and adapt to current trends. These quick-hit videos don’t require large budgets, but they do require consistency, creativity, and authenticity. If you want to boost conversions and move viewers down the funnel, focus on product demos, explainer videos, and customer testimonials that address real questions and build confidence. And if your goal is to foster deeper trust with your audience, consider behind-the-scenes stories, founder introductions, or even mini-documentaries that highlight your mission and values.
Regardless of the format, accessibility and consistency matter. Caption everything, not only to serve those watching without sound but also to improve comprehension and engagement. Optimise your videos for mobile-first viewing, as most users are consuming content on phones. And above all, stay consistent. Social media algorithms reward creators and brands that show up regularly, and audiences begin to expect and look forward to your content when it becomes part of their routine.
At Reverie Films, we don’t just create videos; we help brands communicate with impact. Whether it’s a 30-second ad that grabs attention or a 30-minute documentary that moves hearts, we craft stories that connect, convert, and endure. If you're ready to unlock the full power of video, get in touch with us today. Let’s create something remarkable, together.