The HubSpot Weblog’s 2022 Video Advertising Record [Data from 500+ Video Marketers]

by | Jun 28, 2022 | Etcetera | 0 comments

More than ever, social media channels are placing video content material entrance and middle on their feeds, as audiences more and more turn to TikTok, Reels, and live films to be entertained, discover products, and even learn about exciting new producers.

And for marketers, leveraging video not most efficient supplies the easiest ROI of any media structure, however it plays a key place in helping marketers exceed their objectives.

To learn additional regarding the top strategies and possible choices in video promoting these days, we surveyed over 500 professionals specializing in this field. Immediately, the effectiveness of video promoting was once obvious.

video marketing effectiveness graphic

→ Access Now: Video Marketing Starter Pack [Free Kit]

On the other hand where on the planet of video promoting should you focal point your efforts first? That can assist you unravel your next steps, we gained insights from video marketers about a wide variety of topics and strategies at the side of:

Let’s dive in.

Video Promoting Survey Findings

Video Promoting Benchmarks

If nobody sees your video, was once as soon as it even worth making?

We first asked video marketers what choice of views their films get on average. Proper right here’s what we came upon:

  • 38% of selling films average not up to 10K views
  • 16% average under 1,000 views
  • 16% average over 100K views

On the other hand views aren’t the only metric marketers follow. There’s a longer file of information problems you will have to be conserving your eyes on, so let’s take a look at which can also be the best measure of your video’s potency.

The Most Prioritized Video Promoting Metrics

Should you begin to get views, you’ll have the ability to moreover want to assemble to your methodology by way of looking at and improving on a few other metrics.

Among video marketers, video engagement, conversion value, and click-through value are among a handful of other KPIs marketers take a look at, with engagement value being prioritized by way of 60% of marketers, and conversion and click-through fees being a point of interest of 56% and 52% of marketers respectively.

most important video marketing metrics

Underneath, we will be able to dig a little bit deeper into the importance of each and every number one metric.

1. Engagement Price

Consistent with 60% of video marketers, engagement is a very powerful metric to have a look at. In the end, when a video sees top engagement, that implies it’s resonating at the side of your target market enough to lead them to want to drop a like, write a commentary, or percentage it with their buddies.

2. Conversion Price

Conversion value is to be had in at #2 and is in most cases a pleasing indicator of how a luck your video is at getting target audience to take the desired movement.

3. Click on on-through Price Speaks to Your Thumbnail and Establish/Caption

Click on on-through value (CTR) is to be had in at #4 and can let you know how environment friendly your thumbnail is at getting folks to have a look at the video inside the first place. Forward of staring at a video, your target market is also seeing the determine or caption attached to it, which your CTR can even replicate.

4. Follower and Subscriber Growth

If you are gaining lovers/subscribers from a video, that implies it’s resonating with target audience and they want to see additional from your brand. 

If one amongst your films grows your following more than standard, try to think about what set this video except for the rest and mirror it. Moreover, check out your analytics for helpful information on how the ones new subscribers/lovers came upon your video. How can you keep providing them with valuable content material subject matter?

5. Cheap View Time

Cheap view size is important to working out which parts of your video are extraordinarily engaging and which sections sought after additional artwork or should have been reduce out only. While all the average can also be providing useful insights when comparing similar-length films, if possible, check out the percentage of target audience staring at at key moments in every single place the video.

For instance, if a chief percentage of target audience stick spherical right through the advent, you successfully hooked them. However, in case you see a huge dropoff halfway by the use of, the video could have been too long.

Speaking of video dimension, we moreover asked video marketers how long a promoting video should be. Let’s take a look at what they prompt us.

How Long Will have to a Promoting Video Be?

A whopping 96% of marketers agree that the optimal dimension of a promoting video is under 10 minutes.

the optimal length for marketing videosPrevious that, critiques start to differ, with an important chunk of them (36%) announcing films should be between 1-3 minutes, while 27% assume the sweet spot is between 4-6 minutes. Each and every different 16% say the optimal video dimension is under 60 seconds. Then again 15% counsel for films between 7-9 minutes long.

At the end of the day, the dimensions of your video will largely depend on which type of video most nearly fits your objectives. So let’s dive into video marketers’ top objectives in 2022.

Video Promoting Goals

The very best 3 video promoting objectives include increasing source of revenue (fascinated with by way of 33% of respondents(, raising brand awareness and selling products/products and services and merchandise (with 32% of marketers specializing in each and every).

A few-fourth of marketers are also fascinated with improving consumers’ working out of products/products and services and merchandise, while 23% want to make stronger buyer make stronger and retention with video.

top video marketing goals in 2022

As I mentioned at the very get began, our survey displays video promoting may be very environment friendly for attaining all of the ones objectives, so let’s dive into some of the important strategies video marketers are using to be successful.

Video Promoting Strategies

The Absolute best Tactics for Rising Environment friendly Films

The most important elements for growing environment friendly promoting films are effectively promoting your video, taking photos target audience’ attention inside the first few seconds, and conserving your films transient/concise.

most important video content factors

Why Video Promotion Is Key

It can be tempting to dedicate your entire time to crafting the “easiest” video with slick edits, top production value, and an unimaginable to withstand thumbnail. While these items are crucial, they lose their power without environment friendly video promotion.  

In reality, in a modern tendencies survey, we came upon that 78% of shoppers say it’s additional crucial for promoting films to be unique and relatable than polished and high quality. That doesn’t suggest you should forget video/audio top of the range, however it isn’t going to make or smash a video’s good fortune.

whats most important when watching videos

Then again, ineffectively promoting your video may just purpose your video to flop, so let’s take a look at a few strategies video marketers use to make certain that doesn’t happen.

The best way to Put it on the market a Promoting Video

The most effective video promotion strategies are sharing them on social media, together with films to your website online/blog, running paid ads in your films, optimizing your determine/description for search, and integrating films into your e-mail campaigns.

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top video promotion strategies

Whichever channels you choose for video promotion, remember the fact that simply sharing a video isn’t enough. Environment friendly video promotion begins faster than a video is even whole and continues long after a video is printed.

For instance, if your video is going survive YouTube inside the next 24 hours, hop on Instagram and get began a countdown to your story. Share the thumbnail and determine 3-5 hours faster than the video drops to generate additional pastime. Get able a teaser to hook target audience in and percentage that on social media as soon as your video releases.

As quickly because the video is out, you’ll have the ability to run an interactive poll similar to your video on social media to interact your core target market and pique the pastime of those who haven’t noticed it however. You’ll have the ability to moreover prepare an e-mail advertising marketing campaign to move out announcing your video a few hours later, or add a banner to your website online linking to the video.

In spite of everything, be sure you continue promoting when the risk arises. For instance, in case you see a Reddit or Twitter thread related to the topic of your video and assume your content material subject matter might simply add value to the conversation, drop it inside the commentary phase.

Now that you simply’re up to the mark on video promoting objectives and strategies, let’s take a look at which video formats are perfect.

Absolute best Video Formats

The very best video 3 video formats are short-form, long-form, and live films. In this phase, we’ll take a deep dive into each and every of the ones, looking at which has the best ROI, how long each and every type of video should be, and a few comparable benchmarks.

1. Fast-form Video

Of the entire video formats, short-form has the perfect ROI and is also #1 for lead generation and engagement.

top video formats

The use of short-form video will expand significantly in 2022, with 36% of video marketers planning to invest additional in it than each and every different structure, and 45% planning to use it for the main time this 365 days.

If you are one of those marketers, you are going to be wondering how long a short-form video should be. The consensus among video marketers is {{that a}} short-form video is under 60 seconds, with an important chunk (33%) announcing the optimal dimension is 31-60 seconds.

optimal short form video length

In terms of the percentage of time a video is watched, almost about all short-form films are watched for over 40% of their size, which isn’t sudden as a result of their rapid runtime. 59% of them are watched for 41-80% of their dimension, and 30% have an average watch percentage over 81%.

The standard watch percentage for the ones films can even exceed 100% as your target market replays them over and over again.

In spite of everything, when looking at click-through fees, almost about a part of short-form promoting films also have a CTR between 5-8%.

2. Long-Form Video

Long-form films, defined in this survey as films over 3 minutes, are to be had in 2nd to short-form for ROI, lead generation, and engagement.

most engaging video formats

Long-form video can even see important growth in 2022 as 18% of video marketers plan to invest additional in it than each and every different structure, and 36% of will use it for the main time this 365 days.

The biggest chunk of video marketers (36%) say the very best dimension for long-form films is 3-6 minutes, despite the fact that many moreover counsel for films up to 20 minutes long.

Having a look at the average watch percentage, 38% of long-form promoting films fall between 41-60%, while one in 4 sees an average watch percentage of 61-80%. Each and every different 22% fall between 21 to 40%.

In terms of CTR, an important chunk (57%) of long-form promoting films are between 5-8%, which is similar to the CTR for short-form films.average marketing video ctr

3. Live Films/Live Streams Metrics And Benchmarks

Live films or streams are used by 32% of video marketers and are to be had in #4 for ROI and #3 for engagement. And, use of live films/live streams can even expand in 2022, with 35% of video marketers planning on leveraging it for the main time.

what video formats are marketers leveraging

The optimal dimension of a live video/live circulate is between 4-9 minutes, in step with 51% of video marketers. Each and every different 22% wish to head live for 1-3 minutes, while spherical one in 5 recommends a longer time period of 10-30 minutes.

In terms of the average percentage of a video watched, over 60% of live films/live streams fall are noticed for 41% to 80% of their size.

The Absolute best Video Promoting Channels

1. Social Media

Social media is used for video sharing by way of 76% of video marketers and has an important ROI of any video promoting channel, by way of a ways. It’s in most cases among the best channel for generating leads from promoting films.

which channels offer the biggest roi for video marketingUse of social media for sharing promoting films will expand significantly in 2022, with, 61% of all video marketers planning to invest additional in sharing films on social media than each and every different channel this 365 days. Additionally, nearly 2 in 3 of those who in no way used social media for sharing films plan to do so for the main time this 365 days.

2. Blog/Site Pages

A blog or website online is used by 55% of video marketers to percentage their films, has the 2nd perfect ROI, and is the 2nd perfect at generating leads.

which video marketing channels drive the most leads

Use of a blog or website online for sharing promoting films can even expand in 2022, with 59% of video marketers planning to take a look at it for the main time, and 18% of all video marketers investing in using their blog/website online for sharing promoting films over each and every different channel.

best video marketing channels

3. Piece of email

Piece of email is used by 44% of video marketers to percentage their films and almost about tied with blog or website online for ROI.

40% of video marketers plan to percentage films by the use of e-mail for the main time in 2022, and 11% plan to invest additional in sharing films by the use of e-mail than by the use of each and every different channel this 365 days.

While all these channels may also be environment friendly for sharing promoting films, social media is the clear winner. So let’s dive into which social media apps are perfect for video sharing.

The Absolute best Social Media Channels for Sharing Films

1. Instagram

Instagram is the very best social media platform for ROI, engagement, and lead generation for sharing promoting films and will see important investment from video marketers in 2022.

most roi generating social channels

Use of Instagram by way of video marketers will expand significantly in 2022, as 24% of them will invest additional into sharing films on Instagram than on each and every different platform. Additionally, 42% of those who don’t use Instagram for sharing films will do so for the main time this 365 days.

which social channels will video marketers invest in

2. YouTube

While YouTube is to be had in at #2 behind Instagram for ROI and lead generation, it’s necessarily probably the most used app for video sharing, with 70% of video marketers leveraging it.

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social media platforms for sharing video

YouTube can even see necessarily probably the most investment from video marketers in 2022, with 27% investing additional into sharing films on YouTube than each and every different platform. On top of that, over a part of those who don’t use YouTube for sharing films will do so for the main time in 2022.

3. Facebook

Facebook is used by 60% of video marketers when sharing promoting films (tied at #2 for usage with Instagram), despite the fact that it’s to be had in 4th for ROI, engagement, and lead generation.

video marketing and social media leads

35% will spend money on sharing films on Facebook for the main time in 2022 and 16% of video marketers will invest additional in sharing films on Facebook than on each and every different platform this 365 days.

4. TikTok

While TikTok has the 3rd perfect ROI and is to be had in 2nd for engagement, most efficient 35% of video marketers in recent years percentage films on the app, and easily 20% plan to start out out for the main time in 2022.

social media platforms and sharing videos

Which social media channels have low video potency?

Reddit, Tumblr, Twitch, Snapchat, and Pinterest are repeatedly the worst channels for sharing promoting films and will see the least investment from video marketers in 2022.

Each and every different consideration when sharing films on social media is whether or not or now not you’re going to pay for ads or percentage your content material subject matter organically. Let’s take a look at which video marketers are using.

Will have to you utilize paid or herbal video posts on social media?

55% of video marketers leverage a mix of herbal and paid content material subject matter when posting films on social media, while 24% use herbal most efficient, and 21% use paid most efficient.

paid vs organic video marketing

Now that we’ve looked at how marketers are sharing their films on social media, let’s read about two of the most common platforms for web page internet hosting films – YouTube and Vimeo.

Hosting Films on YouTube vs. Vimeo

We asked video marketers who use each and every YouTube and Vimeo to compare the two, and not most efficient do 78% of them say YouTube is more practical for attaining their normal industry objectives, then again YouTube is some distance superior in each magnificence.

youtube vs vimeo

Vimeo comes as regards to being as environment friendly as YouTube for privacy alternatives, storage, video/audio top of the range, and video player customization, then again nevertheless lags behind or is considered concerning the same as YouTube.

What are the Absolute best Content material subject matter Varieties for Promoting Films?

1. Content material subject matter Showcasing Your Products and Services

Content material subject matter showcasing products/products and services and merchandise is largely probably the most leveraged type of video content material subject matter and has the perfect ROI of any content material subject matter sort, with 66% of participants reporting top returns. It’s in most cases among the best at generating leads and can get the 2nd most engagement of all content material subject matter types we asked about.

video content with the best ROI

Product and service content material subject matter can even see necessarily probably the most investment of any video content material subject matter sort this 365 days, with 17% planning to spend money on it more than each and every different, while 36% plan to leverage it for the main time in 2022.

2. Content material subject matter That Shows Your Producers Values

Content material subject matter that shows a brand’s values is the second most leveraged type of video content material subject matter and the 2nd perfect for generating leads and engagement.

3. Trendy Content material subject matter

People maximum incessantly don’t want to watch films that truly really feel outdated or out of touch, then again they’re drawn to films that discuss topics that they’re in recent years intreested in, like tendencies or knowledge related to their industry or hobbies. This is most definitely why “stylish content material subject matter” has the second-highest ROI and can get necessarily probably the most engagement.

video content types with the most roi and engagement4. Relatable Content material subject matter

Relatable content material subject matter will see necessarily probably the most new investment in 2022, with 40% planning to leverage it for the main time, while 12% will invest additional in it than each and every different content material subject matter sort.

content types video marketers will begin testing

5. Funny and Interactive Content material subject matter

Every funny and interactive content material subject matter have top ROI and might be leveraged by way of 29% and 27% of video marketers for the main time in 2022, respectively.

Next, let’s take a look on the different kinds of films you’ll have the ability to use, and which can also be perfect.

Absolute best Video Varieties

1. Live-Movement (Films That incorporates Precise Footage)

Live-action films are leveraged most frequently, have an important ROI, are among the best for lead generation, and get necessarily probably the most engagement.

Use of live-action video will expand significantly in 2022, as 55% plan to use it for the main time ever and 48% of all video marketers will invest additional in live-action than each and every different video style.

Screen Shot 2022-06-09 at 12.01.14 PM2. Animated Films

Animated films are used by one in two video marketers, have the second-highest ROI, and are the 2nd perfect for lead generation and engagement.

49% of video marketers can even leverage animated films for the main time this 365 days, and 30% will spend money on them more than each and every different video style.

3. Visual display unit-Take hold of or Visual display unit Recording

Visual display unit-capture films are used by 43% of video marketers, the least of the three video varieties. Visual display unit-capture has the ground ROI, by way of a ways, and is a ways a lot much less environment friendly for generating leads and engagement.

top video content styles

However, screen-recorded films will see additional use in 2022, with 52% planning to leverage them for the main time and 21% planning to invest additional in them than each and every different video style

Now that you understand the very best formats, varieties, and content material subject matter types for promoting films, along with where to percentage them, we will be able to dive into our research on how you’ll create viral films.

Viral Films

Getting one amongst your films to move viral would perhaps seem to be a pipe dream, however it isn’t as out of achieve as it’s possible you’ll assume.

63% of video marketers have created a viral video – so let’s take a look at exactly how they did it so your next video can blow up too.

The best way to Make a Video Transfer Viral

The most effective strategies for creating a viral video are making retable content material subject matter, conserving films transient/concise, and taking photos target audience’ attention inside the first few seconds.

top factors for viral video

Let’s dig slightly deeper into the ones top 3 strategies and the way in which you’ll have the ability to use them.

1. Making Relatable Content material subject matter Way Further Engagement

Making relatable content material subject matter is important to getting target audience to interact at the side of your video. Whether they commentary to your video or percentage it with a chum, the algorithm takes perceive and boosts your video to additional target audience, increasing its probabilities to move viral.

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2. Shorter Is Upper

Preserving films transient is also an important to virality. Consistent with 47% of video marketers, short-form films are the most likely to move viral.

which videos are more likely to go viral

On the other hand how long is a short-form video exactly? Our video promoting tendencies record came upon that the consensus among video marketers is under 60 seconds, with an important chunk (33%) announcing the optimal dimension is 31-60 seconds.

3. Take hold of Attention Immediately

Capturing target audience’ attention inside the first few seconds is the third perfect strategy to make a video transfer viral.

This may well be as simple as starting a video with a vibrant animation, an intriguing question, showing text on-screen, or even with physically movements like hand motions or jumping out of your chair to set a video off.

Now that you understand the very best tips on how to make a video transfer viral, let’s take a look at which platforms you should use.

Which Platform are Films Most Susceptible to Transfer Viral On?

YouTube, TikTok, Instagram, and Facebook are the platforms that video marketers say are most likely to have a video transfer viral.

Screen Shot 2022-06-09 at 12.03.25 PMIn case you have a social media presence on any of those 3, they may be able to be tough for scoring a viral video. On the other hand in case you’re not leveraging them however, it might be time to in spite of everything give TikTok, Instagram Reels, or YouTube Shorts a shot.

Which Type of Video Content material subject matter is Most Susceptible to Transfer Viral?

Funny, stylish, and relatable films that replicate a brand’s values are most likely to move viral.

viral video content by typeCombine the ones top content material subject matter types by way of creating a funny, relatable, and on-trend video for the best chance of going viral.

In spite of everything, we’ll take a look at the opposite video varieties and which is perfect for a viral video.

Which Style of Video Content material subject matter is Most Susceptible to Transfer Viral?

Live-action films are most likely to move viral in step with 49% of video marketers, then again animation is also environment friendly for 31% of respondents.

Should you’ll have the ability to, use each and every. Keep target audience engaged by way of switching backward and forward between your live-action shot and animation with a voiceover.

Video Promoting Benefits & Not easy scenarios

Video Promoting Benefits

The biggest benefits of constructing promoting films are that they be in agreement consumers understand a product/provider, get additional engagement than other promoting content material subject matter, and lead to additional product sales/conversions than other promoting content material subject matter.

video marketing benefits

While this seems totally in step with video marketers’ objectives, those benefits moreover come with a few challenging scenarios.

Video Promoting Not easy scenarios

The biggest challenging scenarios video marketers face are a lack of time to create video content material subject matter, factor growing an effective video methodology, and inadequate price range to create video content material subject matter.

biggest video marketing challenges

The great knowledge is that video promoting is more effective than ever, with 57% of video marketers describing video promoting as easy.

video content creation experience

On top of that, 46% of those who started making films previously 365 days did so on account of growing promoting films was once a lot much less time-consuming, and 38% discussed they started on account of films was once more uncomplicated to make in-house. 1 in 2  moreover started making promoting films in step with the pandemic.

why creators started creating videos

Whether or not or now not you’re merely starting out in a different way you’ve been making films for a while, budgeting is in most cases a disturbing part of the process. That can assist you navigate your video promoting price range, let’s take a look at how other marketers are budgeting for their films.

Video Promoting Budgets

81% of video marketers have a faithful price range for video promoting. Proper right here’s what those budgets seem to be:

  • 20% of companies spend over $100K on video promoting in step with quarter
  • Spherical 1 in 4 spend under $20K
  • 42% spend between $20K-$100K

We moreover asked video marketers how their price range changed from 2021 to 2022, and positioned that 52% of video marketers spotted the inexpensive building up in 2022, while 46% spotted no industry. Merely 2% spotted a decrease.

Marketers who spotted an building up in their video price range maximum incessantly gained a substantial boost in their price range, with 41% of video marketers getting an building up of over 51%.

2022 video marketing budget increase

You might also be wondering what percentage of total promoting budgets goes in opposition to video promoting, so let’s take a look at that too.

what percentage of total marketing budgets go to video?

It kind of feels that 44% of companies spend 31-60% of their total promoting price range on video promoting.

How So much Does Creating a Promoting Video Value?

91% of marketers’ corporations spend under $50,000 to create a promoting video, and over phase spend under $10,000.how much does it cost to create a marketing video

With the entire value of making a promoting video in ideas, let’s look into how so much video marketers are spending on each and every step inside the video introduction process.

video marketing spend allotments

Production takes up 24% of the average video marketer’s price range, followed by way of pre-production and post-production tied at 20%. Each and every different 18% is spent on talent and video promotion/distribution.

We moreover asked video marketers which part of the video introduction process is most expensive, and 65% of them say production is the costliest step.

the most expensive part of video creationIn spite of everything, let’s speak about how long it takes to create a promoting video and which parts are most time-consuming.

How Long Does it Take to Create a Promoting Video?

86% of selling films are created in 3 weeks or a lot much less, and 40% are made in under a week.

how long does it take to create a marketing video

One of the time-consuming part of the video introduction process is pre-production (bobbing up with ideas, writing script, casting, and so on.), in step with 38% of those who make promoting films in-house.

what parts of video creation are most time consumingFurther Insights From the HubSpot Blog

Whether or not or now not you’re merely getting started with video promoting or a seasoned video professional, keeping up with the most recent tendencies and promoting strategies is important.

While video promoting is in recent years some of the important top promoting strategies, there are a few others that have even upper ROI – fortunately, you’ll have the ability to incorporate most of them into your video marketing strategy for even upper results.

If you’re ready to take your video marketing strategy to the next level, check out our Advertising Traits and Social Media Traits research from earlier this 365 days!

Merely getting started with video? You’ll have the ability to moreover download our free Video Promoting Starter Pack below.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 

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