Online videos have evolved from a novel way to grab customers’ attention to a marketing must-have. The number of marketers adopting this powerful lead-generating, sales-boosting tool keeps increasing.
So, what do customers want from brand-created videos? And which strategies are giving marketers results right now?
The 2022 Wyzowl’s State of Video Marketing Survey gives insights into how marketing professionals are using video marketing, whether their efforts are successful, and what customers think of all the brand-created content.
Coming up: 15 stats all video marketers must know.
1) 88% of consumers would like to see more videos from brands in 2022.
Consumers can’t seem to get enough of video. Marketers must produce amazing content to win customers in this time of video overload. Videos also must be mobile-friendly to connect with audiences on multiple mobile devices.
2) 33% of marketers plan to include TikTok in their 2022 video marketing strategy (+13% from 2021).
With TikTok boasting the title as the fastest growing social media platform in the world, it’s no wonder marketers want to create content on the app. TikTok’s appeal includes its simple-to-create and highly shareable content.
3) 62% of marketers have used webinars.
This in-demand type of video marketing supports different marketing goals, including connecting with consumers and finding out what they want. You also can launch a new product or service, educate consumers on existing products or services, and introduce the faces behind a brand.
4) 90% of marketers who held a webinar said it was an effective tool, making it the most widely praised video marketing channel of all those listed.
Webinars work so well to engage consumers, generate leads, and encourage sales. Plus, they have an interactive nature and the power to boost credibility and build relationships.
5) 72% of marketers have used Instagram.
Currently, there are four video-fueled ways to reach the enormous Instagram community: through Stories (15-second videos that vanish after 24 hours), Videos (videos up to 60 minutes long), Live (as-it-happens recording), and Reels (15- to 30-second videos).
6) In 2022, consumers expect to watch an average of 19 hours per week of online video.
With videos popping up in so many of our screen-based activities, video-watching is consuming more of our time. We’re now watching nearly double the online videos we did in 2018. Consumers watch most of these videos on their phones, and YouTube takes the number one spot for the most-used video-sharing platform.
7) 73% of consumers said they’d prefer to watch a short video to learn about a product or service.
Who’s got time to read about a product or service when they could just watch a quick informative video? A straightforward video can convince consumers of the value of a business’s offerings with minimal demand and time.
8) 87% of marketers say they expect video to help them generate good ROI in 2022.
Video has a solid track record for giving marketers all-round wins. The wide-ranging rewards include reduced need for support calls, improved customer understanding of products and services, higher lead generation, and more direct sales.
Let’s take a brief break to learn how to create a video marketing strategy from Lemonlight.
9) 93% of marketers say video has helped them increase brand awareness.
The top videos for making brands memorable include explainers, pre-rolls (mesmerizing paid ads that play before related online videos), and vlogs of team members answering customers’ burning questions. Optimizing videos for different devices and promoting them across multiple platforms maximizes brand exposure.
10) 94% of marketers say they expect video to help them increase understanding of a product.
Explainer videos are so effective at getting consumers interested in a product. An animated video can teach customers about a business’s offerings without being boring.
11) 27% of marketers say pure, bottom-line sales are their yardstick for determining whether a video is successful or not.
These marketers will likely be delighted at emerging sales-directed video marketing trends. Shoppable videos let customers shop straight from videos (no need to click through to a different page).
12) 61% of marketers say the number of video views determines success.
What value is brilliant content that’s never seen? The greater the video’s reach, the better a brand’s visibility and the higher its chance of being top of mind.
13) 12% of marketers exclusively hire other people/companies to create video for them.
Viewers prefer authentic-feeling videos, so it makes sense that most marketers keep video creation in-house. Internal teams understand their brands and what they stand for, making them the best people to tell brand stories.
14) 40% of marketers said they spend $0-$500 per video.
The trend toward no-frills smartphone-created videos removes the need for big budgets. Marketers can create effective videos cheaply or even for free.
15) 12% of marketers said they create videos to onboard new hires.
The other 88% are missing out on benefits like accessibility, productivity for HR teams, and brand consistency.