Video production has proved to be one of the most effective and valuable investments that companies have been exploring in recent years. Engaging video content can transform the way your prospective customers view, understand, and think about your business. Today we’ll explore recent video marketing trends and statistics that help support investing your marketing dollars in them.
Wondering if Investing in Video Is Right for You?
With video, you can share your brand’s story, engage consumers, and ultimately convert customers and drive revenue. However, you don’t have to just take our word for it. The proof is in the research. Below, we’ve outlined some of the most interesting video marketing trends and statistics from over the past few years.
The Effects of the Pandemic
As people became unable to meet in person, eCommerce and B2B marketers alike had to rethink their content marketing strategy. According to Wyzowl, video marketing was heavily impacted by the pandemic. Video advertising became an integral part of digital marketing strategies.
In both 2021 and 2022, 64% of digital marketers said their plans for video marketing were affected. Three-quarters of those surveyed said they would be more likely to create videos, whereas the remaining quarter said they would not. Despite this, video marketing budgets are still feeling the effects left by the pandemic by 50% here in 2022 (a slight decrease from 63% last year).
Top Video Marketing Trends in 2022
Much like the digital landscape, video marketing is constantly changing. Smartphones, new trends, and evolving consumer habits are transforming the way people engage and watch content.
This rapid transformation is spurred by a variety of market factors. Improved streaming infrastructure, faster devices, and new social media platforms are all contributing to making video consumption an integral part of everyday life.
Naturally, numerous social media marketing trends begin to formulate over time. By understanding these trends that are taking place across industries, you can identify areas to capitalize on and stay ahead of the curve with your video marketing strategy. Let’s take a look at some of the ways video is transforming the ways businesses are marketed.
TikTok Video Marketing Trends
In recent years, TikTok has rapidly become a popular type of content. In case you’re not familiar, TikTok is an app that allows its content creators to make and share 15-second videos of content. With 37.3 million users, TikTok now surpasses Instagram in popularity among Gen Z in the United States. Though, Snapchat is still the top-ranking short-form video content among this group. Despite currently being the most popular of the 3, it's expected that Snapchat will have roughly the same number of users as Instagram and TikTok by 2025.
TikTok company even partnered with Shopify in 2021 to create shoppable videos. Meaning that users can now purchase directly from their favorite TikTok influencers and accounts. So it’s no surprise that in 2021, 14% of marketers planned to spend more on TikTok and increase their spending. Needless to say, there’s no doubt that this social network has become a huge marketing tool for businesses and brands alike.
While Instagram has implemented IGTV, live videos, and stories – the recent addition of reels has taken the spotlight. Instagram reels are one of the hottest video marketing trends of 2022. A study by Hootsuite found that the engagement rate for IG Reels is higher than that of IG videos with reels getting 300 to 800 likes per post (while IGTV and in-feed video posts only got 100 to 200 likes each). When it comes to recommending reels to non-followers, Instagram's algorithm prefers them over feed posts.
What Is The Big Deal About Reels?
With reels, you can entertain, educate, and get found by people who might love what you have to offer.
The difference between Instagram reels and Instagram stories is that reels are more about content creation, while the Stories are more about real-time or behind-the-scenes events. You might notice dance videos work best for Instagram reels and sneak-peaks or polls work well for Instagram stories.
Plus, these vertical videos don’t disappear after 24 hours. Reels are available on Instagram until they are deleted.
Video Podcast and Blog Video Marketing Trends
There are around 600 million blogs floating around the internet here in 2022. That’s huge for this written medium! Podcasts are also rapidly growing –– as of June 2022, there are over 2.4 million podcasts and that number is growing. While those numbers are impressive, there are more than one billion hours of video being watched on YouTube every single day.
With that in mind, it makes sense that bloggers and podcasters are turning their written and audio content into video. But why video? Because it helps followers get to know the creator on a more personal level and create a connection that can't be replicated with other types of video. Vlogging is predicted to continue growing in popularity in 2022.
User-generated content (UGC) is content created by users and posted to online platforms such as social media, YouTube, and discussion forums (like Reddit). The current trend is allowing brands to empower their viewers to become creators.
So what exactly do we mean when we say “user-generated content”? Think of videos of content creators unboxing new products or customers posting videos praising a company they worked with. Usually, UGC comes from your customers, whether you ask for it or they decide to share content about your brand on their own.
According to 60% of marketers, successful content requires both authenticity and quality. Therefore, customer-generated content is the most authentic type of content you can get.
Furthermore, this type of video gives brands more control over their branding, as well as the ability to learn more about their audience based on what they share.
Interactive Video Marketing Trends
Interactive video takes things a step further by allowing viewers to actually interact with video content by clicking, dragging, scrolling, or completing other actions.
What are some examples?
- Giving a 360 video view allows users to see in all directions by clicking and dragging the screen
- Viewers can enter information (such as their name, age, and location) using data input fields.
- Videos with quizzes that combine buttons and branching to provide an assessment and reveal a personalized result.
More than 90% of marketers surveyed reported a boost in sales from interactive videos, and 85% said they would create more in the future.
Video Marketing Statistics
By 2024, 73% of video ad spending will be allocated for mobile.
CMO’s are betting that the majority of consumers are watching their content on their own mobile devices. As video becomes more native on mobile devices, this bet will continue to pay off. By allocating their media spend to mobile channels, businesses will capitalize on engaged consumers who are browsing on their phones. To increase the effectiveness of your next campaign, be sure to re-size your ads correctly for mobile playback and add subtitles since most consumers view them with their devices muted. This will ensure that your next digital ad campaign is optimized in the best possible way.
More Important Video Marketing Trends Stats
As of last year, more than 99% of marketers said they will continue using video, and 96% planned to increase or maintain their spending. Not only that, but 79% of those who weren’t using video said that they planned to start in 2022. As if that isn’t shocking, that’s 10% higher than the numbers from the year prior.
The investment in video isn’t just a fad; it’s a trend that is paying off for companies big and small. With such a vast majority of marketers (96%) planning to increase their spending, you can see that businesses are realizing a positive return on investment from their video efforts.
As video production continues to increase across all industries, it will be important to understand how your video content stands out from others to ensure an engaging, high-quality asset. Consider how you can bring your unique value proposition alive through video in ways your competitors can’t.
Video Viewing Statistics
It isn’t enough to simply match your video marketing strategy to popular video marketing trends. You need to understand how your audience’s viewing habits are changing. Your customers may only want to watch videos that are of a certain length or format. These types of insights will help you craft a strategy that delivers the type of media they are seeking.
As you dive into these video marketing trends and statistics, you’ll soon realize why so many companies are investing more into their video production efforts than ever before.
78% of people watch online videos every week, and 55% view online videos every day. In fact, 54% of consumers want to see more video content this year.
Videos have become integrated into nearly every aspect of consumers’ lives. With the introduction of YouTube and the increase in streaming services, video is not a natural part of everyday life.
Research shows that your prospective customers watch branded videos every week, and more than half of them engage with video content every day. It is important to note that while the habits are changing, consumers are craving more video content from brands. Businesses that invest in their video production will be the first ones to deliver to these audiences searching for more content. The demand is there, and you need to capitalize on it.
57% of millennial consumers watch more video ads on social media than on television.
Leading companies capitalize on the captive audiences that are living on social media. Advertising on social media is more effective and easy to track than traditional media buys through networks.
With a video ad on social media, you can natively integrate your brand into the social conversation. A compelling piece of video content that is sized correctly and optimized for social can be widely shared by captive, engaged communities. Consider how you can ramp up your social video content to tap into this lucrative audience this year.
Video Content Statistics
Now that you know people are watching videos, it’s time to dive in and discover what exactly they are hoping to see. You can’t just create video content about your brand and hope that it resonates. Instead, you need to tap into the minds of your target consumers and craft a compelling story that intrigues and delights.
These statistics will help you decide what your content should be about and what type of video you need to create. Let’s take a look at exactly what consumers are seeking.
Think of the digital landscape as a desert and your potential customers are starving for your content. More than half of all consumers don’t think brands are producing enough videos to keep them satisfied. Pause and reflect. How many videos did your business produce this year?
The challenge for businesses is more than just finding the right content to produce. Businesses have to keep up with the demand for their content and continuously create engaging video content. By doing so, they will stay ahead of the curve and will continue to deliver amazing content that engages their target audiences.
The 3 Most Popular Video Marketing Trends for Business: Webinars, Demos, and Social Videos
If you’re at a loss for the type of video you should create, consider what types of videos are popular in the market. This will enable you to craft the right strategy and approach from the very beginning of your conception phase and stay current with the video marketing trends.
There are so many different types of videos that companies can create. Webinars are effective assets to educate your prospective customers on trends, insights, and industry-leading research. You can invite current customers and clients to join your webinar to share their stories and learnings for added exposure.
Product demo videos are a useful tool for explaining your product’s use cases and highlighting the different features you’re offering. Unlike written copy on a website, a demo video can help consumers visualize how they would use your product in their daily lives.
Lastly, social videos are designed for sharing. These are often short, bite-sized videos that showcase your product, brand, or story in an engaging and informative way. Multiple social videos can be tied together in a series that tells a long story about your business.
Video has become the most commonly used form of content marketing, overtaking blogs and infographics.
Years ago, most marketers were focused on creating high-quality infographics filled with useful facts, statistics, and visualizations. These assets, along with other long-form pieces of content, would populate their blogs and be optimized for search engines.
With the introduction of cost-effective video production solutions paired with the rise in social media, businesses have turned their attention to video as the leading form of content marketing. This shift occurred after many businesses started realizing the power of video and saw a positive return on investment for their efforts.
48% of consumers want videos to reflect topics and content they want to see.
There is no one-size-fits-all approach to video content. Every brand will need to tap into its audience to understand what its customers want to see. This can be as simple as sending out a survey to existing customers or analyzing existing video performance data.
By increasing your social listening efforts, you’ll be able to evolve and tweak your video marketing strategy to more closely align with your target consumers’ expectations and desires. As your content matches your customers’ preferences, you’ll drive more engagement.
Social Media Video Statistics
One of the most popular mediums for video distribution is social media. This is often the easiest way to get your video in front of a large captive audience. Brands often create multiple versions of the same content to ensure that the video content is correctly sized, formatted, and optimized for each social channel.
But how do you know which social channel is best for video? How are video marketers harnessing the built-in functionality of each platform to optimize for performance? These are critical questions that all companies should be asking. Let’s dive into the world of social media video statistics to find out.
Facebook users are 10X more likely to comment on live videos versus regular videos
For Facebook video, it pays to do it live. Only 12% of marketers are taking advantage of Facebook Live, the platform's built-in live stream function. Since so few people are taking advantage of this function, going live can be a great way to stand out from your competition and cut through the clutter. As a bonus, your fans will get a Facebook notification when you go live, increasing awareness of your video. In addition, live streams on Facebook out-perform pre-recorded Facebook video posts, making them more unique and effective altogether.
Video Marketing Effectiveness Statistics
It’s important to go beyond the trends and analytical data of the video market and truly grasp its effectiveness. Do video marketing trends actually work? Will it be a good investment for your business? Will you generate a positive return on investment? After all, it isn’t just about making an amazing video. Your content should drive engagement and sales for your business.
Let’s take a look at some of how marketers realize the true value of video marketing. Depending on what key performance indicators (KPIs) you’re tracking, the video will likely make a meaningful impact on your business’s bottom line.
88% of marketers are satisfied with the ROI of their video marketing efforts on social media.
Marketers are shifting their social strategy to account for more video content. The investment is paying off, and their fans are engaging with the content. With 9 out of 10 marketers impressed by their social media video performance, this should be a strong indicator that social video is a safe investment.
Not only will your videos reach a wide audience, but you can also use them to introduce new products to the market, explain existing use cases, or simply share your brand story. Whether you’re creating organic social video content or leveraging video in your paid ads, the nominal investment in the creative can drive a meaningful return for your business when done correctly.
73% of businesses now use some form of video analytics to track content effectiveness.
The magic of video marketing trends is that their effectiveness can be easy to track. There are plenty of different analytics software on the market to evaluate your video’s performance and attribute sales to the content.
You can use the built-in insights page in the back-end of all the social media platforms to evaluate video performance. If you want to examine how your videos are performing on your website, you can opt for a paid service like Vidyard to gate your videos and show how long the viewer watches and if they convert. Once you see how video is impacting your business, you’ll be able to focus your efforts on what is working and ramp up your production.
87% of video marketers say video has increased traffic to their website.
Although sales are king, there are still plenty of other benefits that result from integrating video marketing trends into your marketing strategy. One of these is increased traffic to your website. Interested prospects may see a brand video in an ad, email, or social media feed and click the link associated with it. This will land them on your website (or better yet: a targeted landing page) which could lead them to convert.
By using more video content in your digital, email, and social media campaigns, you’ll drive more traffic to your website. This traffic will be invaluable to collect leads and create useful retargeting audiences for future video marketing campaigns.
Investing in video production might be one of the best decisions you make. As you can see above, there are plenty of opportunities available to leverage video to capitalize on changing consumer habits and increase revenue for your business. Proven video marketing trends research can guide you as you formulate your strategic plan. With an effective video strategy, you can achieve your desired business objectives more quickly and efficiently.
Unsure where to start with your video production efforts? The process of developing videos doesn’t have to be overwhelming. Our entire team is ready to assist you in messaging development, storyboarding, filming, editing, and producing your next video.
Take your video production to the next level with Levitate Media. Contact us today to bring your brand story to life with high-quality, customer-focused videos.
If you’d like to sign-up for our monthly newsletter please sign up here. It will be a collection of the best articles we’ve written each month along with exclusive offers we roll out from time to time to our subscribers. Stay current on the video marketing trends of the year.