50 video marketing stats to inform your strategy for 2022 [New Data]


As marketers look for more innovative ways to engage their audiences, video strategic dialogue.

Video marketing is no longer a “modern” content strategy. It is becoming increasingly powerful at telling brand stories, explaining value propositions, and building relationships with customers and prospects.

The HubSpot blog surveyed 550 marketers to learn about the latest video trends. The most recent data shows that video content isn’t just effective, the demand for it is growing at an astonishingly fast pace. Here are some key video marketing statistics to keep in mind to inform your strategy.

General video marketing statistics

Video Marketing Statistics: 36% of marketers use video marketing to increase brand awareness.

  1. 36% of marketers say the main goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences.
  2. 37% of companies create video content exclusively in-house, 14% rely on agencies, and 49% share a mix of in-house and agency-created video content.
  3. 69% of marketers say their company owns production equipment used to create video content.
  4. The most popular video editing software is Adobe Premiere Pro, used by 61% of marketers.
  5. 44% of marketers use iPhone as their primary camera for video content.
  6. 88% of companies surveyed have teams dedicated to creating video content, and 45% of companies providing dedicated video support have teams of 2-5 people.
  7. 81% of marketers said their primary company has a special budget for video marketing, and 52% of marketers said their video marketing budget will remain the same in 2022.
  8. 42% of marketers surveyed said that creating video content through an external agency resulted in better video.
  9. 69% of marketers claim that the biggest benefit of creating video content in-house is greater creative control and flexibility.
  10. When asked what the biggest benefit of working with an agency to create video content is, 68% of marketers cited high-quality video that looks more professional.
  11. 77% of marketers say their company uses YouTube to host marketing videos.
  12. 14% of marketers say their company spends between $7,000 and $10,000 on video production.
  13. When asked how long it takes to create a marketing video from start to finish, 30% of marketers say it takes two weeks.
  14. According to 65% of marketers, production (photography, lighting, audio) is the most expensive part of the video production process.
  15. 38% of marketers say pre-production (idea, script, casting) is the most time-consuming part of the video production process.
  16. 74% of businesses optimize their videos for autoplay.
  17. 78% of businesses utilize accessibility features in their video content. The most common adjustment is video captions used by 65% ​​of companies.
  18. 31% of brands publish 2-4 videos per month.
  19. 29% of businesses are starting to prioritize video marketing in 2019.
  20. Lack of time to create video content (39%), difficulty in establishing an effective video strategy (33%), and lack of budget for video content creation (31%) were the top three most difficult questions when creating video content. ).

Video Marketing Performance Statistics

Video Marketing Statistics: 63% of marketers say trendy content drives the most video engagement.

  1. According to marketers, the three most important factors for creating effective video content are grabbing viewers in the first few seconds (36%), promoting your video effectively (36%), and keeping your video concise (33%).
  2. According to marketers, the most effective video promotion strategies are promoting videos on social media platforms (63%), adding videos to company websites or blogs, optimizing titles and descriptions for SEO, and running video paid ads (47%).
  3. 44% of marketers say creating video content is rather easy.
  4. 59% of marketers feel that video marketing is somewhat effective in achieving their company’s overall business goals.
  5. 47% of marketers say video marketing is somewhat important to their company’s overall marketing strategy.
  6. 55% of marketers claim that video marketing has an average ROI, and 41% of marketers report that video marketing has a high ROI.
  7. 32% of marketers say the most effective way to generate leads from marketing videos is to place links to landing pages in social media video ads.
  8. The top metrics marketers use to measure video content performance are views (44%), watch time (43%), and engagement (41%).
  9. 36% of marketers say the optimal length of a marketing video is 1-3 minutes.
  10. 39% of marketers report that short-form videos generate the greatest ROI.
  11. 64% of marketers surveyed say the optimal length of a short-form marketing video is 20-60 seconds.
  12. 41% of marketers say short videos have an average viewing rate of 61-80%.
  13. 26% of marketers say the optimal length of a live video is 7-9 minutes.
  14. 40% of marketers claim that the biggest benefit of creating video content is helping customers understand your products and services. 36% of marketers say that the biggest benefit of video content is that it drives more engagement than other types of marketing.
  15. 68% of marketers say content that showcases products and services drives the biggest ROI.
  16. 63% of marketers generate the most video engagements with content related to cultural moments and news.
  17. 59% of marketers created a video to generate word of mouth.
  18. According to marketers, the most important factors in creating a viral video are creating relatable content (28%), keeping the video short (27%), and grabbing viewers’ attention in the first few seconds (26%).
  19. 24% of marketers say entertaining content is most likely to generate word of mouth.

social media video marketing stats

Video Marketing Statistics: 55% of marketers use a mix of organic and paid content.

  1. According to 58% of marketers, short videos such as TikTok, Instagram Reels, and YouTube Shorts are the main video formats utilized in their roles.
  2. The top channels for sharing or hosting marketing videos are social media (76%), blogs or websites (55%), email (44%), and Vimeo (31%).
  3. 67% of marketers say sharing marketing videos on social media (YouTube, Instagram, TikTok) has the biggest ROI.
  4. The top social media platform for video sharing is YouTube (70%), followed by Instagram (60%) and TikTok (35%).
  5. 54% of businesses plan to increase their investment in video for TikTok this year.
  6. 64% of marketers say their company is most engaged when sharing marketing videos on Instagram.
  7. According to marketers, the top social media platforms for generating leads from videos are Instagram (66%) and YouTube (59%).
  8. 56% of brands plan to increase their investment in video for Instagram this year.
  9. When posting marketing videos to social media, 55% of marketers say they use a mix of organic and paid content.
  10. 27% of marketers say YouTube is the platform they will invest the most in for marketing video sharing in 2022.
  11. When comparing the two platforms, 78% of marketers said YouTube was more effective in meeting their overall business goals, compared to 8% of marketers who thought Vimeo was more effective in meeting their business goals.

As online platforms and consumer habits turn to video, brands must invest in the medium to keep their audience interested and expand their reach.

Find videos, templates, tips, and other resources to help you execute an effective video marketing strategy.

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