We are surrounded by video content every way we look, to the degree that in 2022 alone, the average person is predicted to spend more than 100 minutes online just watching videos! Can you believe it? Well, it’s real! It is not a secret that videos are our number one choice of online content consumption. Want a recipe? Watch a YouTube video! Want to learn how to put a bed together? Watch a YouTube video! This very aspect of our lives has rendered YouTube the second most popular search engine in the world, the first being Google. First, it was, “Why don’t you Google that?” and now it is, “Let’s YouTube it!”. It is video content and the variety in which media platforms use it that has generated massive popularity for sites like YouTube.
Every business has incorporated a video marketing strategy into its marketing plan. And those that haven’t are soon to jump on the badwagon. So, let’s take a deeper dive into the marketing stats of videos from 2021 to predict what we will see in 2022.
Internet Users Eat Up Video Content
What can we say? Internet users simply love consuming video content online, which means that more and more videos are being watched now than they ever were before. Approximately 85 percent of the internet users in the U.S. watch video content monthly on their mobile devices, age groups 25 to 34 consume the most video content online, and 40 percent of men watch more videos online than women do! In 2021, approximately 83.3 percent of all internet users in the U.S accessed digital video content in one way or another. It is expected by 2022 that online videos will make up over 82 percent of all consumer internet traffic. This demand is 15 times higher than what it previously was in 2017. Funny enough, countries like Saudi Arabia and Turkey rank number one, with approximately 95 percent of all their internet users consistently watching online videos on one device or another in a month. You didn’t see that one coming, did you?
The Demand Continues to Rise
In the year 2020, video consumption increased by 96 percent. 9 out of 10 of these individuals claimed they would prefer to see more and more videos from brands and businesses. Approximately 72 percent of customers claimed that they would like to learn about new products and services through video content, out of which 84 percent claimed that they will be convinced to invest in a product or services if they learn about it from a brand or business’s video.
So it is safe to say that the demand for video content is on the rise and will continue to be in 2022. It is easy to assume that the purpose of videos is just limited to the entertainment world, but the truth couldn’t be farther from that. Videos extend to brands as well, and now you will find that almost every brand out there has some kind of video marketing strategy in place.
The demand for video content has been rising steadily for a few years now, which is why you’ll find several key industry influencers producing diverse content to meet this specific need and grow their organic reach.
People will indeed retain information for much longer and easier if given to them in video content form. And there are statistics to back this claim. Viewers find it easier to retain 95 percent of a message in video form, whereas they only retain about 10 percent of it is given to them in text form. It is much easier for people to lose interest in text and audio content and are more likely to skip it.
Approximately 59 percent of all executives agree that when content contains text and video on the same topic, consumers are more likely to opt for the video than read the content. 92 percent of these will even share such videos with others that they know, which increases a brand’s visibility online.
If a brand needs to hold the consumer’s attention, it should use the powerful effects of video content.
Marketing at Its Finest
The impact of video marketing was first witnessed in 2018 when it peaked for the first time. Since then, it has only grown in terms of popularity and the benefits it provides brands worldwide. This makes it crucial for businesses to incorporate videos into their digital marketing strategy. If they don’t, they end up missing out on a huge demographic, which reflects badly in their ROI. In a report conducted in 2018, it was revealed that approximately 87 percent of all marketing professionals make use of videos as a marketing tool. Take a look at just how many businesses used videos in their marketing strategies between the years 2016 to 2021.
- 2016: 61 percent
- 2017: 63 percent
- 2018: 81 percent
- 2019: 87 percent
- 2020: 85 percent
- 2021: 86 percent
Because of the benefits video content strategy provides, it is no surprise that more and more marketing professionals are using it to increase brand awareness, brand trust, and user engagement.
Favorite Kind of Online Content
As more and more social media platforms are turning to video content, almost every platform, whether blogs, Instagram videos, or MLS listings, has videos supporting all they do. Video content has simply become consumers’ favorite kind of social content online. According to a study conducted by Social Video Marketer Trends in 2018, 73 percent of all consumers claim that social media presence heavily influenced their purchasing decisions. It is true. You may have noticed yourself increasingly searching for all kinds of experiences online. If you have placed an order for something online and it has yet to arrive, you will find yourself searching for the specific product’s unboxing experience on websites like YouTube. There is no shame in it; we all do it, after all!
While there is no shame in it, it goes far to show just how heavily we all rely on video content for our purchasing decisions.
Videos and ROI
It is as simple as this: Video marketing equals profit. The only thing that matters at the end of the day is a company’s return on investment (ROI). Brand values and brand loyalty are essential, but we will be kidding ourselves if we don’t believe those impact numbers. Most video marketers are pleased with the ROI they generate through their video marketing efforts online. You can call it whatever you want, but most businesses that make videos do it to increase sales, trust, and brand awareness. They want to make sure their customers are well informed and find new customers down the road. The most vital platforms for video marketers are as follows:
Videos make for great explainers for brands. They can create unique explainer videos that do more in 2 minutes than content could in 20.
Keeping It Short
Even for videos, it takes a lot of effort and planning to drive engagement from viewers. Videos that are 2-minutes long gain more consumer engagement. However, the stats are slightly different for longer videos, as they see a significant drop in engagement numbers. But it is essential to know that in long videos, consumers that make it past the first 6-minutes almost always translate into sales. In 2021, approximately 56 percent of videos produced were under 2 minutes. And even from that, only the top 5 percent of videos can retain 77 percent of viewers until the very end of them.
If we had told you a few years ago that captions are crucial in any video, you probably wouldn’t believe it. However, we now live in a world where any video online is incomplete without captions. Statistics from Verizon and Publicis show that 92 percent of all consumers watch their videos online with the sound off, and 50 percent of those are entirely dependent on captions. It is crucial for you as a video marketer to ensure that your videos are optimized for silent viewing. A reliable video production firm may be able to help you do this effectively.
Video Marketing & Social Media Channels
I think we pretty much have it down by this point that videos are an incredible tool in any marketing strategy online, which makes this the only realistic question next: which platform should video marketers be focussing all their energies on? Even if you have a great video that is in sync with your brand’s vision and effectively displays your products and services, there isn’t much you can do unless you choose the right platform where it can generate the most views. Based on the latest stats, YouTube is your ideal choice to publish your videos on. Approximately 88 percent of all marketers say that their goal is to post their videos on YouTube.
Based on data received from The Marketing Helpline, videos posted on social media receive 48 percent more views. Approximately 73 percent of all people want to see entertaining videos. So, if you’re baffled by your husband or wife spending too much time watching IG Reels, welcome to the club! It’s only natural at this point.
Videos Influence Purchasing Decisions
As mentioned earlier, videos are much more than just entertainment. They help people make their purchasing decisions much faster. In a study conducted by Wyzowl, it was revealed that approximately eight out of every ten users have invested in some sort of app after viewing a brand’s video. Videos take buyers on a journey when contemplating whether or not to make the sale. We don’t mean that videos negatively influence them, but far from it! What videos do is help inform consumers so that when they do make their purchase, it is an informed purchase on their part. Google, the world’s biggest search engine, has even gone as far as to say that videos are Indispensable. We know that 55 percent of consumers use videos to help with their purchasing decisions through Google’s research. It gives people the confidence to go ahead because they have been informed appropriately.
Video Streaming and Downloads
As the popularity of video streaming and video making is on the rise, it comes as no surprise that internet traffic has also grown directly. By 2022, it is estimated that over 82 percent of the world’s internet traffic will be generated because of video streaming and downloads. When you compare these numbers to the year 2017, you find that it has grown by 88 percent! That number is pretty significant if you ask us! Who knows where this number will be by 2025?
The consumption of video content will only increase as years go by. Any organization that has yet to invest in a video marketing strategy should do that on time. The sooner they invest in a video marketing strategy, the better it will be to reap the benefits. So, have you thought about your next video marketing strategy and the platform you will choose to publish your video content?