Your Audience Is Always Online

Two forces make video marketing uniquely powerful: global connectivity and near-universal access to capable devices.

• Internet users: In 2024, an estimated 5.5 billion people—about 68% of the world’s population—were online, up from 65% in 2023 (International Telecommunication Union).
• Mobile reach: The global mobile ecosystem continues to expand; for the latest subscriber and device mix, see The Mobile Economy 2024 (GSMA Intelligence data) (GSMA).

The takeaway for marketers: your audience is accessible almost everywhere, all the time, on devices built for video.

The Internet Runs on Video

Independent network telemetry shows just how dominant video has become in real-world traffic.

• Traffic share: Global internet usage keeps hitting records; large content platforms account for the majority of both fixed and mobile traffic (Sandvine, Global Internet Phenomena 2024; Sandvine, 2025).
• YouTube scale: Viewers globally watch 1+ billion hours of YouTube content on TVs daily, and Shorts averages 70+ billion daily views (YouTube Official Blog; YouTube Official Blog).

Practically, this means your brand competes for attention in a landscape where moving pictures and sound are the norm—not the exception.

Why Video Marketing Works So Well

1. Emotion and trust: Video carries tone of voice, facial expression, and narrative pacing—cues that build credibility and connection. (On brand trust and its impact on behaviour, see the Edelman Trust Barometer 2024.)
2. Memorability: Visual + auditory storytelling helps people process and recall complex ideas faster than text alone.
3. Format flexibility: The same core message can run as a 15-second vertical cut, a 60-second teaser, and a 3-minute explainer—each purpose-built for its platform.

Proof That Video Marketing Delivers

Marketers and consumers consistently report tangible benefits from video.

• Adoption: Year after year, a strong majority of marketers use video as a core tactic (Wyzowl, State of Video Marketing 2025).
• ROI & impact: In Wyzowl’s 2025 study, 93% of marketers reported good ROI from video; many also cited direct sales uplift and stronger awareness (Wyzowl, 2025).
• Consumer influence: Wyzowl’s longitudinal research also shows a large share of consumers say video has influenced a purchase (Wyzowl, 2025).

Why Many Marketers Hold Back (and Why That’s Your Edge)

Despite the upside, teams often hesitate because video seems expensive, complex, or time-consuming. Meanwhile, audiences spend more time on video-first platforms and connected TVs (see YouTube’s living-room data above). The gap between audience behaviour and brand output is your opportunity.

How to Win with Video Marketing (Practical Playbook)

1) Start with story, not gear

Authenticity outperforms gloss. A clear narrative and human voice convert better than generic polish.

2) Design for the feed

• Instagram feed: 4:5 portrait is the recommended native aspect (Meta Help: Photo Aspect Ratios).
• Instagram Reels & TikTok: 9:16 vertical (Meta Help: Reels Sizes).
• YouTube main channel: 16:9 landscape (Shorts also supports 9:16 and now reaches 70B+ daily views—YouTube).

3) Batch and repurpose

Plan one anchor shoot per month or quarter. From a single 5-minute interview you can create: a hero film (YouTube), 6–10 vertical clips (Reels/TikTok/Shorts), GIFs for email, and cut-downs for paid.

4) Optimise distribution

• Prioritise platforms where your audience already watches (YouTube’s living-room growth points to bigger-screen opportunities—YouTube).
• Match captions, hooks, and thumbnails to each channel’s norms.

5) Measure what matters

Blend attention metrics (hook rate, average view duration) with business outcomes (lead quality, assisted conversions). If you need a benchmark, Wyzowl’s research provides year-on-year adoption and ROI context (Wyzowl 2025).

The Bottom Line

Billions of people online (ITU), a mature mobile base (GSMA), and a traffic mix dominated by video (Sandvine) all point to the same conclusion: video marketing is the most potent way to earn attention, build trust, and be remembered. The brands that commit now—consistently and creatively—will own the advantage.

Sources

• International Telecommunication Union (2024): Facts & Figures – Internet use
• GSMA (2024): The Mobile Economy 2024
• Sandvine (2024/2025): Global Internet Phenomena 2024  |  2025
• YouTube Official Blog (2024–2025): Shorts 70B+ daily views; TV screen & 1B+ hours/day; 2024 recap of YouTube on TV
• Meta Help Center (current): Instagram photo/video aspect ratios incl. 4:5 feed; Reels sizes & ratios
• Wyzowl (2025): State of Video Marketing 2025
• Edelman (2024): Edelman Trust Barometer 2024