From Facebook Stories to Youtube, Livestreams to Virtual Reality, we are surrounded by more engaging video content than ever before.
It's everywhere, from being projected onto buildings to flooding our social media feed and video blogs, and that's not a bad thing!
It's no secret that video content is a marketers secret weapon. We love to watch videos, which make them an amazing and accessible tool. They've been shown to boost ranking and conversion rates, making video content one of the most successful tools to implement in any content marketing strategy.
As more and more marketing professionals implement online videos in their digital marketing strategy, it's more important than ever to understand the state of video content in 2022.
As an agency involved with video production, we thought we could give you a helping hand here. We've even sorted them into categories for you, kind, eh?
We've scoured the internet to bring you the essential video marketing statistics you need to know in 2022. From video trends to mobile content, as well as how marketers use video within social media successfully, we've gathered everything up for you.
So to understand the current state of video content in 2022, get reading below!
Here, you'll find all sorts of useful information to give you a general overview of the state of video content in 2022 before we dive into the specifics afterwards...
This is the current estimate on the amount of time the daily person will watch online videos every day. This is a 25% increase from the 67 minutes estimated two years ago in 2018.
While this rise seems significant, it actually forms a steadily increasing incline. Reports suggest that the average viewing rate increased between 2013 and 2018 at a rate of 32% annually.
That estimated 84 minutes of viewing video every day is only going to increase to a staggering 100 minutes daily in 2021.
If we combined all those daily minutes for the year together, the average viewer will spend more than 25 days straight viewing video content
As competition for views and consumer attention grows fiercer and fiercer, it's important to understand what people are looking for.
In a recent study, it was found that 48% of people interviewed want a video to reflect the specific products and services they are interested in. Perhaps consider utilising explainer videos or product demonstrations to appease consumers?
In second place, 43% of people interviewed wanted videos to be interactive, allowing them to decide what information is visible and when.
In a recent survey in October 2020, it was revealed that 82% of UK teenagers and young adults (15-25) use the popular online video platform YouTube, making it more popular than Facebook, WhatsApp, and Instagram.
This shows the importance of video marketing when trying to reach this demographic. Marketers should consider whether their product or service could be of value to this demographic, before deploying video marketing efforts to reach them.
It is estimated that 85% of all internet users in the United States watch online video content monthly on any device, again highlighting video's current popularity.
25-34-year-olds watched the most online videos, with adult males spending approximately 40% more time watching videos on the internet than females.
When it comes to global video views, the top viewers are Saudi Arabia and Turkey, where videos are watched by 95% of internet users monthly.
As more and more people watch video content daily, the percentage of traffic deriving from video climbs.
By 2022, it's estimated that 82% of all global internet traffic will come from video views and downloads. This is a 13% increase in traffic from the 72. 3% accounted for in 2017.
It is estimated that people are 1.5 times more likely to watch video content on their mobile devices. This is possibly one reason marketers say mobile video marketing campaigns are more effective and engaging than ever. Here are some essential mobile statistics to consider before planning your next mobile campaign.
It is estimated that the rate of people who watch video on their mobile devices rises by 100% every year. With this ever-increasing rate also comes more and more competition as other businesses use video to attract customers.
With mobile video being such a powerful marketing tool, it's essential that marketers dive into mobile content as soon as possible to beat their competitors.
About 61% of Internet users access it through mobile devices. Of this, about half of the time is spent browsing social media and watching videos.
Video marketers need to be aware of how best to optimise video content to mobile devices to ensure their product or service is viewed in the best perspective possible.
When done right, tailoring video ads for mobile can increase brand awareness and visibility.
One step video marketers are taking to account for mobile devices include prioritising vertical interfaces - accounting for a mobile's screen. This creates an easier and more pleasurable viewing experience for the viewer and can do wonders for your brand's name.
Still not convinced that you need to tailor your video marketing strategy to mobile. This statistic should give you something to think about.
It's estimated that 75% of all video views are accrued from mobile devices. Video blog posts are just one type of content becoming immensely popular on YouTube and social media, as well as explainer videos and product demonstrations.
If you aren't thinking about using video in your digital marketing strategy, we hope you're starting to think otherwise now...
92% of viewers that watch videos on their mobile devices are likely to share it with others.
That's why many marketers say that they consider video as a marketing tool. Besides the power to engage and interact with audiences, video content is incredibly shareable.
Thanks to integrated 'share' buttons, sending a video to a friend is only a tap away. that's why creating quality content is essential.
As marketers say video and social media become more and more intertwined, we break down the key trends you need to know before tackling them like an expert.
88% of marketers say they plan on using video as a marketing tool on YouTube in 2020. This diverse video platform is perfect for your marketing video, like product demos, encouraging influencer reviews, or even an explainer video to introduce your business to people.
To make the most of the platform, video marketers could consider including a link to a landing page clearly, either in the video itself or in the description.
In the same study, Facebook came second, with more than 76% of marketers planning on using video marketing on the platform.
LinkedIn is relatively new as a video marketing platform, introducing the video feature in 2017, but it has bested Instagram and Twitter to become the third-most-popular social media platform for video marketing. 66% of marketers say they will use video on the site in 2020.
It's almost incomprehensible to understand the scale of videos on Facebook. Videos account for 11% of all Facebook posts and generate 8 billion views a day - an average of 100 million daily hours, making Facebook a key player for any social media marketing plan.
If you can cut through the noise with quality and engaging videos on Facebook, marketers can expect to greatly boost sales and drive awareness of your brand's name.
Videos boast the highest engagement rate on Facebook. Photo posts currently hold an estimated 4.36% engagement rate, while status posts hold a current 1.66% engagement rate. However, video posts hold an estimated 6.04% engagement rate.
When possible, video marketers should capitalise on this potential for engagement.
Including links to a landing page where viewers are asked for an email address to receive discount codes are a possible technique for introducing cold traffic into the sales funnel.
In a recent survey of Instagram Stories users, 34% said that they engaged with Instagram stories that featured videos more than anything else.
This is important for video marketers looking to diversify their incoming traffic.
For more information on why diversifying traffic is a great move, why not read our article covering it here
With video technology increasingly evolving, marketers are looking for new ways to engage with consumers. An estimated 57% of video marketing professionals are currently using live video.
34% of these marketers utilise Facebook’s live-streaming options, allowing them to communicate and engage with their audience in a personal and interactive way that creates a relationship between brand and buyer.
In second is Instagram, with an estimated 13% of marketers using live video options.
We've covered social media and video, the relationship between videos and mobile devices, as well as the general state of video in 2022. For our last set of statistics, we're now going to turn our attention to the state of video marketing itself in 2022 and look to where it may go in the future.
In 2020, 92% of marketers say video is an important part of their marketing strategy, an 18% increase from the 78% interviewed in 2015.
As more and more marketers realise the importance of video, it becomes harder and harder to make your name heard, which is why you should start producing quality and tailored videos as soon as possible.
In 2020, the projected spend internationally for video advertising is set at an estimated £28.5 million.
As video becomes more and more prominent (YouTube is now the second most popular website in the UK behind Google.com) this spend is only set to increase annually.
It isn't just B2C marketers taking advantage of video marketing. Of those interviewed, 41% of b2b marketers stated they are interested in deploying video marketing efforts.
Of those interviewed, 88% of marketers are happy with the ROI (return on investment) on their social media videos. Considering that ROI is one of the most important metrics to consider when creating a marketing campaign, this level of satisfaction is nothing to be sniffed at.
Of those consumers interviewed, 86% stated that they wanted to see more video posts from brands they knew and supported. This was closely followed by personalised emails - with regular social media posts in third place.
In 2015, 80% of surveyed marketers stated that they felt videos had helped build an understanding of their products and services. This has increased to 95% in 2020.
As technology continues to develop and progress at an alarming rate, many are wondering what the next step in video marketing will be.
Two likely candidates may be found in both Virtual and Augmented Reality experiences. These will help create immersive and memorable experiences for the viewer, as they become engrossed in different worlds, or as their own become manipulated and shaped by technology.
Examples of this are already becoming prominent, with horror movies and tourism boards utilising virtual reality to create memorable marketing experiences for viewers.
One viral example of this is for 'The Nun' a popular horror film, where viewers are immersed in a 360-degree environment to brilliant effect. Take part for yourself on YouTube here
Video marketing is more important now than it has ever been before.
With the rise of social media giants like Facebook and Instagram revealing the extent of video viewing habits on their platforms, combined with the rapid advances in video technology such as VR and livestreams, it's clear that video is here to stay.
But to make it big in video advertising, you need to produce videos that are quality, accessible, attention-grabbing and engaging. Nobody wants to watch 5 minutes of bland video, whatever the subject!
As a marketing agency that offers video production, we know that creating a video marketing campaign might seem daunting, even impossible, but we're here to tell you that it's worth it!