Video marketing has emerged as a great way to get eyes on your product and brand. Whether you’re utilizing it for stakeholder communications or for driving external sales, it’s a powerful tool for engagement and providing a sense of immediacy. But many businesses aren’t using it as effectively as they could. Video is a great way to break through traditional gatekeepers and get the eyes you want on your brand. Whether you’re using a product demonstration as part of a sales pipeline, using marketing hype reel videos on social media or taking a totally different approach, videos should be part of your marketing plan for 2022. But when you’re formulating your marketing plan, it’s critical to have the right information at hand, rather than simply going with your gut. With data at hand, you can build a strategy that outlines exactly why you should be including video content in your marketing plan, both for your team and outside stakeholders. Being able to clearly demonstrate the importance of video is critical to internal and external parties alike — so with this in mind, let’s dig into some of the key video marketing statistics for 2022.
- The average business publishes 18 videos each month, whether on social media or a dedicated video hosting site. Now that potentially means a lot of competition from your competitors – but it’s important to remember that not all video content is created equal. If you can do what they do better or offer a viable alternative, viewers will love it.
- Hubspot reports that video is the second-most used content type for increasing audience engagement on social media. When you consider the scope of social media behemoths like Facebook, Twitter, Instagram and TikTok, that gives you an idea of the potential audience you could be missing by not utilizing video. If you’re not already onboard, now’s the time to start!
- There’s a huge desire for video-based content. During 2019-2020, there was an 800% increase in the overall global watch-time of ad-supported video and purchased feature-length movies. Some of this can probably be attributed to factors such as the pandemic that hit in early 2020, but it’s also about consumer education. YouTube, social media and streaming services aren’t novelties anymore — they’re integrated parts of people’s everyday lives.
- Audience attention spans have been growing overall — there’s a desire for longer-form video content. Hubspot also reported that in 2019, the average length of the top trending videos of the year was 9.5x longer than in 2010. Pre-produced webinars have proven particularly popular; it’s a great way to be able to control the professional quality of the video, ensuring that its messaging and timing are reflective of your company and wider branding initiatives.
- That said, you still need to be able to hook people pretty quickly. There’s plenty of other content out there for them to scroll onto. With an average of just 2.7 seconds to capture a viewer’s attention, you need to have professional-looking content that hooks viewers and offers something of substance.