6 video marketing statistics for 2022

Video marketing statistics show that this media is very effective in content marketing strategies.

For instance, did you know that 86% of enterprise marketers used video in 2019? According to a Content Marketing Institute (CMI) survey, this was the second most used content type following social media posts.

Regardless of your answer, you probably noticed that videos are all over the internet, are easy to access, consume, produce, and share.

It is possible to use them for numerous purposes, from educating the audience to presenting a service or a brand.

Given that, they can be a valuable resource to provide relevant information to your audience and achieve your goals, which is useful to improve your company’s content marketing strategies.

If you are interested in knowing more about video marketing statistics to understand what this content can do for your company, keep reading.

In this article, you will find out marketing statistics about:

• Video trends
• Video marketing engagement
• Social video
• Video consumption
• Video production
• Video marketing ROI.

6 video marketing statistics to be aware of in 2022!

1. Video trends

Different surveys indicate that video usage in marketing strategies increased over the years and tends to keep growing.

As you can see in the chart below, from a Wyzowl’s study, this type of content was 24% more used in 2020 than it was in 2016. In 2022 this number will increase more than ever.

Wyzowl also indicates that 99% of the marketers who use videos in their campaigns intend to keep doing so and 95% plan on increasing or maintaining their investment.

Besides that, a forecast estimates that the amount of time spent watching online videos will increase up to 100 minutes per day, the budget for this type of content will be higher, and less money will be invested in TV ads.

 Regarding the type of video used in marketing strategies, Wyzowl states that the most common are:

• Explainer videos (72%)
• Presentation videos (49%)
• Testimonial videos (48%)
• Sales videos (42%)
• Video ads (42%).

2. Video marketing engagement

As we mentioned, one of the benefits of using video marketing is the possibility of easily sharing the content.

In fact, this type of content is the second most used in social media to engage the audience.

Videos are not only useful to engage the audience on social media but also to increase conversion rates on landing pages. A Demand Gen report suggests that adding videos to those pages leads to a growth of 86% in conversions.

This type of media also drives traffic to websites according to 87% of marketers interviewed by Wyzowl.

In addition to that, 81% of them believe that videos are responsible for a rise in the average time spent on their pages.

3. Social video

Social videos are particularly interesting to include in video marketing strategies, having a remarkable content performance.

One reason for that is the fact that a large number of marketers use social media as marketing channels. CMI’s 2020 report indicates that 91% of those professionals used social media to distribute their content in 2019. The same is expected to happen in 2022.

Surprisingly, LinkedIn and Facebook became more effective as marketing channels than YouTube, which only distributes video, according to Wyzowl.

The first is considered effective by 87% of LinkedIn video marketers while the second, by 85% of the professionals that create videos for Facebook.

Besides that, Buffer indicates that, overall, Facebook was by far more used to post videos than YouTube in 2019 (81.2% against 62.9%). Check out the graph below to have some ideas of where to distribute your videos:

 4. Video consumption

When it comes to video consumption, we have found interesting video marketing statistics.

On YouTube alone, users watch over 1 billion hours of video daily and it is the second most popular site after Google, for example.

In addition to that, the popularity of this type of content keeps growing. Cisco estimates that online videos will make up more than 82% of all consumer internet traffic by 2022, which is 15 times more than in 2017.

Besides that, the device that will be used to watch videos is an aspect that must be considered when producing videos for marketing strategies.

Facebook points out that people are 1.5 times more likely to watch videos daily on a smartphone than on a computer. Given that, it is vital to create content that can easily adapt to different screens.

5. Video production

Other than being careful about the format, make sure to exercise your creative thinking skills and pay attention to the video length, to make sure that it will engage your audience.

A study shows that videos that are up to 2 minutes long generate the most engagement.

If it is longer than that, the engagement rate tends to drop as well as the viewer abandonment rate, which can reach 44% after 60 seconds.

When you decide to invest time and money on a piece of content, you want your audience to consume it to the end, don’t you agree? So, keep it short!

 6. Video Marketing ROI

Some video marketing statistics show that this media has a remarkable effect on content marketing ROI.

Besides increasing traffic and average time spent on certain pages, as we already mentioned, it helps to generate leads and drive to a direct rise in sales (up to 80% of video marketers believe that).

The ROI from video keeps rising over the years. In 2020, it rose 5% in comparison to the previous year. From 2015 to 2020, there was an expressive growth of 55%, as you can see in the chart below. In 2022 this number keeps increasing.

 We gathered these video marketing stats to show you the relevance of including this type of content on your company’s strategy and learn a few tips to maximize your results.

Videos are increasingly popular, drives conversions, and have an impact on content marketing ROI. Therefore, they can’t be left aside when you build your next campaigns.

Now that you know all these video marketing statistics, are you ready to start using this type of content in your strategy? Talk to us and get a quote for design and video creation!

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