+30 metrics you can’t ignore in 2022

Companies need many things to be successful: visionary leadership, an attractive offer, exceptional service and much more. But in today’s fast-paced marketing landscape, your brand really needs a story. Stories have a better marketing impact because they evoke emotions. And to get those stories across, there’s nothing like video marketing. Aside from being a rich visual medium, there are many benefits to incorporating video marketing into your digital strategy. The proof with these key figures…

Video usage over the past two years

The latest video marketing statistics show that 86% of marketers use video as a marketing tool (Wyzowl, 2021).

In 2020, 96% of consumers increased their online video consumption and 9 in 10 viewers said they wanted to see more branded and corporate videos. In fact, by 2022, it’s expected that a person will spend an average of 100 minutes a day watching videos online.

According to a March 2021 survey, 98% of companies believe that video will play an important role in marketing in the next few years. 81% of them plan to include video content in their marketing strategy.

The love for video content is not just limited to entertainment purposes. Video extends to brands. Studies show that 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018).

Animoto’s social video forecast also suggests that 91% of marketers are satisfied with the ROI of social media video marketing. In addition, 93% of them gained a new customer thanks to a video on social networks.

Additionally, 92% of marketers continue to view video as an “important part” of their marketing strategy.

The impact of the pandemic on video marketing

The Covid-19 pandemic has changed everything from the way people search for information, communicate and even shop. In particular, the impact of the pandemic on video marketing budgets appears to be diminishing. 50% of companies expect the health crisis to impact their budget in 2022.

While 64% say their video marketing strategy for 2021 and 2022 has been impacted by the pandemic, three-quarters say it’s made them more likely to create videos.

A perfect lead generation channel

According to another report, 83% of video marketers say videos help them generate leads. For 87% of them, the video increased traffic to their website.

Additionally, 93% say videos have helped them increase brand awareness.

Businesses get 66% more qualified leads per year from video (Optinmonster, 2019). And while they achieved 54% brand awareness, 93% said they gained a new customer through a social media video.

Social Media and Videos

Websites and social media platforms were the two most popular channels for posting videos, with YouTube being the most popular channel. Also, nearly 9 in 10 marketers (89%) say they plan to do video marketing on YouTube.

Next comes the king of social networks, Facebook, where 7 out of 10 marketers plan to do video marketing on the platform.

According to Google, YouTube reaches more 18-49 year olds in an average week than all cable TV networks combined.

Looking at usage time, users watch an average of 16 hours of online video per week. And 84% of them say watching a branded video convinced them to buy a product or service.

An important part of the shopping experience

By analyzing the KPIs of videos, they not only ensure more user engagement, but also play a pretty big role in their decision-making process.

While more than 55% of consumers use online video when shopping in a store, according to Google, 66% of them would rather watch a video than read about a product.

Still, getting the tone right is important because 75% of them decided not to buy a product because they were annoyed by the video voiceover, according to a 2017 survey. An informal, conversational tone is more effective for 83% of consumers.

Every year the video is therefore further improved. This type of content is an irreplaceable part of any company’s marketing strategy and can hardly be ignored. Are you convinced now? You know what you have to do!

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