Best Video Marketing Trends for Higher Traffic, Leads and Conversions

How many U.S. consumers are swayed by online video advertising? We have many ways to measure audiences as we review video marketing trends. For example, 34% of U.S. adults have responded to a pre-​roll video ad they saw in the last month, reports AudienceSCAN. Their responses range from doing an online search (51%) to clicking an online ad (45%).

Are your clients keeping up with the latest video marketing trends?

Audiences can’t get enough of video, and this means your accounts can reach the consumers who might buy their product or service. But video production can be expensive and chaotic. These market conditions mean video is a good opportunity for digital marketing services providers.

The 2026 State of Video Report from Wistia shows the extent of the marketplace.

Marketers report wanting to produce videos in the following categories:

• Educational 57%
• Product 57%
• Social media 56%
• Webinars 55%
• Ads 38%

Within the educational segment, there is one type of video that consistently attracts attention. Consumers are looking for directions on how to solve a problem or help them learn a skill. When your accounts post this type of content, they’ll draw traffic.

How to help accounts with their video content strategy

Because video production requires intense effort, marketers are moving to a monthly schedule. Even with a monthly production schedule, your accounts likely lack the resources they need to turn out quality videos. Wistia analysts report that 26% of accounts use freelancers for video production and 22% use video production agencies.

AI is proving to be a huge time saver in video production and is a video marketing trend you should be tracking. Accounts that use AI are able to produce more videos. But there is still opportunity for experts. 

If you want to win more accounts, let them know you’ve mastered the efficient use of AI. Turning to AI-​based help for writing is common. For example, little extras on video production include captions, clips and avatars.

Where Should Accounts Post Videos?

Marketers are now posting videos in several outreach channels including social media, website landing pages, email messages, and blog posts. 

Wistia analysts studied how well videos are received based on play rates on different website pages. Videos posted to the home page result in a 24% play rate. And analysts note that a 6% play rate is average for a landing page with a good CTA. These details are important to share with your accounts as video marketing trends.

How to boost engagement through video

What kind of engagement can your accounts expect with short videos? Wistia analysts studied engagement rates by vertical for videos placed anywhere and that are shorter than one minute in length. Here’s what they found:

• Education 51%
• Finance/​insurance 45%
• Food/​beverage 54%
• Health & wellness 51%
• Retail & e‑commerce 54%

Wistia also considered engagement rates by types of video. For videos shorter than one minute, here are the engagement rates:

• Course 55%
• Educational 56%
• Company update 52%
• Company culture 51%

Analysts point out that longer videos generate more engagement. There’s a 9% CTR for videos between five and 30 minutes. For videos over 60 minutes, a 21% CTR occurs.

In general, most CTRs happen at or near the end of the video.

How to use lead generation forms

Of course, the reason to post videos is to encourage user engagement. Your accounts can encourage that by including a lead generation form. Around 19% of viewers click through to that form.

How to use webinar videos

Webinars are becoming an important part of marketing with 75% of companies in the Wistia study holding them monthly. While the top way to measure success is through number of attendees, it’s a good idea to dig deeper. Since webinars require an investment of time, your accounts should be looking at leads and customers generated.

Boosting engagement is important for webinar producers. Using polls can help. And so can videos. Webinars can have a long shelf life with 33% of on-​demand plays happening 3 months after the event.

In addition, webinar clips can be used for other purposes – such as social posts or in email campaigns.

Marketers report that webinars with 60+ minutes have a high play-​through rate (52%).

How Posting Video to Social Media Delivers Engagement

It’s worth noting that 83% of companies post their videos to social media. And 22% of these marketers reported that social engagement ranked as a “top video success metric.” According to AudienceSCAN, around 69% of U.S. adults have taken action after seeing a social network posting such as a video. These actions range from visiting the advertiser’s website (38%) to buying the product or services (31%).

How B2B accounts use social video

Social video has influence beyond the B2C ecosystem. B2B accounts increasingly rely on social video to impress prospects. For them, it’s all about LinkedIn. They’re using the social site for:

• Sharing videos 81%
• Repurposing clips 67%
• Paid video ads 62%

In the past month, 49% of B2B buyers note that an ad on a social network influenced them to take action, reports B2B BuyerSCAN. And around 20% of these buyers seriously considered an offering from a marketer that posted an informative or entertaining social media video.

There’s no denying that investing in video can bring your accounts to new level of recognition. And when your accounts employ the latest video marketing trends, they’ll generate more leads and revenue.