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

Video Advertising Benchmarks

If nobody sees your video, was it even price making?

We first requested video entrepreneurs what number of views their movies get on common. Right here’s what we discovered:

• 38% of promoting movies common lower than 10K views
• 16% common beneath 1,000 views
• 16% common over 100K views

However views aren’t the one metric entrepreneurs observe. There’s a protracted record of knowledge factors you possibly can be protecting your eyes on, so let’s check out that are the very best measure of your video’s efficiency.

The Most Prioritized Video Advertising Metrics

As soon as you start to get views, you will additionally need to construct in your technique by and enhancing on a couple of different metrics.

Amongst video entrepreneurs, video engagement, conversion charge, and click-through charge are amongst a handful of different KPIs entrepreneurs take a look at, with engagement charge being prioritized by 60% of entrepreneurs, and conversion and click-through charges being a spotlight of 56% and 52% of entrepreneurs respectively.

Beneath, we’ll dig a bit deeper into the significance of every main metric.

1. Engagement Charge

Based on 60% of video entrepreneurs, engagement is an important metric to look at. In spite of everything, when a video sees excessive engagement, which means it’s resonating together with your viewers sufficient to make them need to drop a like, write a remark, or share it with their mates.

2. Conversion Charge

Conversion charge is available in at #2 and generally is a nice indicator of how profitable your video is at getting viewers to take the specified motion.

3. Click on-through Charge Speaks to Your Thumbnail and Title/Caption

Click on-through charge (CTR) is available in at #4 and may inform you how efficient your thumbnail is at getting individuals to look at the video within the first place. Earlier than watching a video, your viewers can also be seeing the title or caption hooked up to it, which your CTR can even mirror.

4. Follower and Subscriber Progress

In case you are gaining followers/subscribers from a video, which means it’s resonating with viewers and so they need to see extra out of your model. 

If one among your movies grows your following greater than typical, attempt to consider what set this video aside from the remainder and replicate it. Additionally, test your analytics for useful data on how these new subscribers/followers discovered your video. How are you going to preserve offering them with invaluable content material?

5. Common View Time

Common view period is essential to understanding which elements of your video are extremely partaking and which sections wanted extra work or ought to have been reduce out solely. Whereas the general common can provide helpful insights when evaluating similar-length movies, if attainable, test the proportion of viewers watching at key moments all through the video.

For instance, if a excessive proportion of viewers stick round by the introduction, you efficiently hooked them. Nonetheless, in case you see an enormous dropoff midway by, the video could have been too lengthy.

Talking of video size, we additionally requested video entrepreneurs how lengthy a advertising and marketing video must be. Let’s check out what they informed us.

How Lengthy Ought to a Advertising Video Be?

A whopping 96% of entrepreneurs agree that the optimum size of a advertising and marketing video is beneath 10 minutes.

Past that, opinions begin to differ, with the most important chunk of them (36%) saying movies must be between 1-3 minutes, whereas 27% assume the candy spot is between 4-6 minutes. One other 16% say the optimum video size is beneath 60 seconds. Alternatively 15% advocate for movies between 7-9 minutes lengthy.

On the finish of the day, the size of your video will largely rely on which kind of video most accurately fits your targets. So let’s dive into video entrepreneurs’ high targets in 2022.

Video Advertising Objectives

The highest three video advertising and marketing targets embody growing income (centered on by 33% of respondents(, elevating model consciousness and promoting merchandise/companies (with 32% of entrepreneurs specializing in every).

A couple of-fourth of entrepreneurs are additionally centered on enhancing prospects’ understanding of merchandise/companies, whereas 23% need to enhance customer support and retention with video.

As I discussed on the very begin, our survey reveals video advertising and marketing is very efficient for reaching all of those targets, so let’s dive into a number of the methods video entrepreneurs are utilizing to succeed.

Video Advertising Methods

The High Techniques for Creating Efficient Movies

Crucial components for creating efficient advertising and marketing movies are successfully selling your video, capturing viewers’ consideration within the first few seconds, and protecting your movies brief/concise.

Why Video Promotion Is Key

It may be tempting to dedicate your entire time to crafting the “excellent” video with slick edits, excessive manufacturing worth, and an irresistible thumbnail. Whereas this stuff are essential, they lose their energy with out efficient video promotion.  

The truth is, in a current developments survey, we discovered that 78% of shoppers say it’s extra essential for advertising and marketing movies to be genuine and relatable than polished and high-quality. That doesn’t imply it is best to neglect video/audio high quality, however it isn’t going to make or break a video’s success.

Alternatively, ineffectively selling your video may cause your video to flop, so let’s check out a couple of methods video entrepreneurs use to be sure that doesn’t occur.

Find out how to Promote a Advertising Video

The simplest video promotion methods are sharing them on social media, including movies to your web site/weblog, working paid adverts to your movies, optimizing your title/description for search, and integrating movies into your e-mail campaigns.

Whichever channels you select for video promotion, keep in mind that merely sharing a video isn’t sufficient. Efficient video promotion begins earlier than a video is even full and continues lengthy after a video is printed.

For instance, in case your video goes stay on YouTube within the subsequent 24 hours, hop on Instagram and begin a countdown in your story. Share the thumbnail and title 3-5 hours earlier than the video drops to generate extra curiosity. Put together a teaser to hook viewers in and share that on social media as quickly as your video releases.

As soon as the video is out, you’ll be able to run an interactive ballot associated to your video on social media to interact your core viewers and pique the curiosity of those that haven’t seen it but. You can even arrange an e-mail marketing campaign to exit saying your video a couple of hours later, or add a banner to your web site linking to the video.

Lastly, ensure that to proceed selling when the chance arises. For instance, in case you see a Reddit or Twitter thread associated to the subject of your video and assume your content material may add worth to the dialog, drop it within the remark part.

Now that you just’re up to the mark on video advertising and marketing targets and methods, let’s check out which video codecs are best.

High Video Codecs

The highest video three video codecs are short-form, long-form, and stay movies. On this part, we’ll take a deep dive into every of those, which has the very best ROI, how lengthy every sort of video must be, and some related benchmarks.

1. Quick-form Video

Of all of the video codecs, short-form has the best ROI and can also be #1 for lead technology and engagement.

Using short-form video will develop considerably in 2022, with 36% of video entrepreneurs planning to take a position extra in it than some other format, and 45% planning to make use of it for the primary time this yr.

In the event you’re a type of entrepreneurs, chances are you’ll be questioning how lengthy a short-form video must be. The consensus amongst video entrepreneurs is {that a} short-form video is beneath 60 seconds, with the most important chunk (33%) saying the optimum size is 31-60 seconds.

With regards to the proportion of time a video is watched, almost all short-form movies are watched for over 40% of their period, which isn’t shocking because of their fast runtime. 59% of them are watched for 41-80% of their size, and 30% have a mean watch proportion over 81%.

The common watch proportion for these movies may even exceed 100% as your viewers replays them time and again.

Lastly, when click-through charges, almost half of short-form advertising and marketing movies even have a CTR between 5-8%.

2. Lengthy-Type Video

Lengthy-form movies, outlined on this survey as movies over three minutes, are available in 2nd to short-form for ROI, lead technology, and engagement.

Lengthy-form video can even see important development in 2022 as 18% of video entrepreneurs plan to take a position extra in it than some other format, and 36% of will use it for the primary time this yr.

The most important chunk of video entrepreneurs (36%) say the perfect size for long-form movies is 3-6 minutes, although many additionally advocate for movies as much as 20 minutes lengthy.

Wanting on the common watch proportion, 38% of long-form advertising and marketing movies fall between 41-60%, whereas one in 4 sees a mean watch proportion of 61-80%. One other 22% fall between 21 to 40%.

With regards to CTR, the most important chunk (57%) of long-form advertising and marketing movies are between 5-8%, which has similarities to the CTR for short-form movies.

3. Stay Movies/Stay Streams Metrics And Benchmarks

Stay movies or streams are utilized by 32% of video entrepreneurs and are available in #4 for ROI and #3 for engagement. And, use of stay movies/stay streams can even develop in 2022, with 35% of video entrepreneurs planning on leveraging it for the primary time.

The optimum size of a stay video/stay stream is between 4-9 minutes, in keeping with 51% of video entrepreneurs. One other 22% desire to go stay for 1-3 minutes, whereas round one in 5 recommends an extended time-frame of 10-Half-hour.

With regards to the common proportion of a video watched, over 60% of stay movies/stay streams fall are considered for 41% to 80% of their period.

The High Video Advertising Channels

1. Social Media

Social media is used for video sharing by 76% of video entrepreneurs and has the most important ROI of any video advertising and marketing channel, by far. It is usually the best channel for producing leads from advertising and marketing movies.

Use of social media for sharing advertising and marketing movies will develop considerably in 2022, with, 61% of all video entrepreneurs planning to take a position extra in sharing movies on social media than some other channel this yr. Moreover, nearly 2 in 3 of those that by no means used social media for sharing movies plan to take action for the primary time this yr.

2. Weblog/Web site Pages

A weblog or web site is utilized by 55% of video entrepreneurs to share their movies, has the 2nd highest ROI, and is the 2nd best at producing leads.

Use of a weblog or web site for sharing advertising and marketing movies can even develop in 2022, with 59% of video entrepreneurs planning to attempt it for the primary time, and 18% of all video entrepreneurs investing in utilizing their weblog/web site for sharing advertising and marketing movies over some other channel.

3. E-mail

E-mail is utilized by 44% of video entrepreneurs to share their movies and almost tied with weblog or web site for ROI.

40% of video entrepreneurs plan to share movies by e-mail for the primary time in 2022, and 11% plan to take a position extra in sharing movies by e-mail than by some other channel this yr.

Whereas all these channels will be efficient for sharing advertising and marketing movies, social media is the clear winner. So let’s dive into which social media apps are best for video sharing.

The Greatest Social Media Channels for Sharing Movies

1. Instagram

Instagram is the highest social media platform for ROI, engagement, and lead technology for sharing advertising and marketing movies and can see important funding from video entrepreneurs in 2022.

Use of Instagram by video entrepreneurs will develop considerably in 2022, as 24% of them will make investments extra into sharing movies on Instagram than on some other platform. Moreover, 42% of those that don’t use Instagram for sharing movies will accomplish that for the primary time this yr.

2. YouTube

Whereas YouTube is available in at #2 behind Instagram for ROI and lead technology, it’s essentially the most used app for video sharing, with 70% of video entrepreneurs leveraging it.

YouTube can even see essentially the most funding from video entrepreneurs in 2022, with 27% investing extra into sharing movies on YouTube than some other platform. On high of that, over half of those that don’t use YouTube for sharing movies will accomplish that for the primary time in 2022.

3. Fb

Fb is utilized by 60% of video entrepreneurs when sharing advertising and marketing movies (tied at #2 for utilization with Instagram), although it is available in 4th for ROI, engagement, and lead technology.

35% will put money into sharing movies on Fb for the primary time in 2022 and 16% of video entrepreneurs will make investments extra in sharing movies on Fb than on some other platform this yr.

4. TikTok

Whereas TikTok has the third highest ROI and is available in 2nd for engagement, solely 35% of video entrepreneurs at the moment share movies on the app, and simply 20% plan to begin for the primary time in 2022.

Which social media channels have low video efficiency?

Reddit, Tumblr, Twitch, Snapchat, and Pinterest are persistently the worst channels for sharing advertising and marketing movies and can see the least funding from video entrepreneurs in 2022.

One other consideration when sharing movies on social media is whether or not you’ll pay for adverts or share your content material organically. Let’s check out which video entrepreneurs are utilizing.

Must you use paid or natural video posts on social media?

55% of video entrepreneurs leverage a mixture of natural and paid content material when posting movies on social media, whereas 24% use natural solely, and 21% use paid solely.

Now that we’ve checked out how entrepreneurs are sharing their movies on social media, let’s evaluate two of the commonest platforms for internet hosting movies – YouTube and Vimeo.

Internet hosting Movies on YouTube vs. Vimeo

We requested video entrepreneurs who use each YouTube and Vimeo to check the 2, and never solely do 78% of them say YouTube is more practical for reaching their total enterprise targets, however YouTube is way superior in each class.

Vimeo comes near being as efficient as YouTube for privateness choices, storage, video/audio high quality, and video participant customization, however nonetheless lags behind or is taken into account about the identical as YouTube.

What are the High Content material Sorts for Advertising Movies?

1. Content material Showcasing Your Merchandise and Providers

Content material showcasing merchandise/companies is essentially the most leveraged sort of video content material and has the best ROI of any content material sort, with 66% of members reporting excessive returns. It is usually the best at producing leads and will get the 2nd most engagement of all content material sorts we requested about.

Product and repair content material can even see essentially the most funding of any video content material sort this yr, with 17% planning to put money into it greater than some other, whereas 36% plan to leverage it for the primary time in 2022.

2. Content material That Displays Your Manufacturers Values

Content material that displays a model’s values is the second most leveraged sort of video content material and the 2nd best for producing leads and engagement.

3. Fashionable Content material

Individuals usually do not need to watch movies that really feel outdated or out of contact, however they’re drawn to movies that debate matters that they are at the moment intreested in, like developments or information associated to their trade or hobbies. That is doubtless why “stylish content material” has the second-highest ROI and will get essentially the most engagement.

4. Relatable Content material

Relatable content material will see essentially the most new funding in 2022, with 40% planning to leverage it for the primary time, whereas 12% will make investments extra in it than some other content material sort.

5. Humorous and Interactive Content material

Each humorous and interactive content material have excessive ROI and shall be leveraged by 29% and 27% of video entrepreneurs for the primary time in 2022, respectively.

Subsequent, let’s take a look at the totally different kinds of movies you should utilize, and that are best.

High Video Types

1. Stay-Motion (Movies That includes Actual Footage)

Stay-action movies are leveraged most frequently, have the most important ROI, are the best for lead technology, and get essentially the most engagement.

Use of live-action video will develop considerably in 2022, as 55% plan to make use of it for the primary time ever and 48% of all video entrepreneurs will make investments extra in live-action than some other video model.

2. Animated Movies

Animated movies are utilized by one in two video entrepreneurs, have the second-highest ROI, and are the 2nd best for lead technology and engagement.

49% of video entrepreneurs can even leverage animated movies for the primary time this yr, and 30% will put money into them greater than some other video model.

3. Display screen-Seize or Display screen Recording

Display screen-capture movies are utilized by 43% of video entrepreneurs, the least of the three video kinds. Display screen-capture has the bottom ROI, by far, and is way much less efficient for producing leads and engagement.

Nonetheless, screen-recorded movies will see extra use in 2022, with 52% planning to leverage them for the primary time and 21% planning to take a position extra in them than some other video model

Now that you already know the highest codecs, kinds, and content material sorts for advertising and marketing movies, in addition to the place to share them, we are able to dive into our analysis on easy methods to create viral movies.

Viral Movies

Getting one among your movies to go viral would possibly seem to be a pipe dream, however it isn’t as out of attain as you would possibly assume.

63% of video entrepreneurs have created a viral video – so let’s check out precisely how they did it so your subsequent video can blow up too.

Find out how to Make a Video Go Viral

The simplest methods for making a viral video are making retable content material, protecting movies brief/concise, and capturing viewers’ consideration within the first few seconds.

Let’s dig a bit deeper into these high three methods and the way you should utilize them.

1. Making Relatable Content material Means Extra Engagement

Making relatable content material is essential to getting viewers to interact together with your video. Whether or not they remark in your video or share it with a buddy, the algorithm takes discover and boosts your video to extra viewers, growing its possibilities to go viral.

2. Shorter Is Higher

Protecting movies brief can also be essential to virality. Based on 47% of video entrepreneurs, short-form movies are the almost certainly to go viral.

However how lengthy is a short-form video precisely? Our video advertising and marketing developments report discovered that the consensus amongst video entrepreneurs is beneath 60 seconds, with the most important chunk (33%) saying the optimum size is 31-60 seconds.

3. Seize Consideration Instantly

Capturing viewers’ consideration within the first few seconds is the third best technique to make a video go viral.

This could possibly be so simple as beginning a video with a colourful animation, an intriguing query, exhibiting textual content on-screen, and even with bodily actions like hand motions or leaping out of your chair to set a video off.

Now that you already know the highest methods to make a video go viral, let’s check out which platforms it is best to use.

Which Platform are Movies Most More likely to Go Viral On?

YouTube, TikTok, Instagram, and Fb are the platforms that video entrepreneurs say are almost certainly to have a video go viral.

You probably have a social media presence on any of these three, they are often highly effective for scoring a viral video. However in case you’re not leveraging them but, it could be time to lastly give TikTok, Instagram Reels, or YouTube Shorts a shot.

Which Kind of Video Content material is Most More likely to Go Viral?

Humorous, stylish, and relatable movies that mirror a model’s values are almost certainly to go viral.

Mix these high content material sorts by making a humorous, relatable, and on-trend video for the very best likelihood of going viral.

Lastly, we’ll check out the totally different video kinds and which is best for a viral video.

Which Type of Video Content material is Most More likely to Go Viral?

Stay-action movies are almost certainly to go viral in keeping with 49% of video entrepreneurs, however animation can also be efficient for 31% of respondents.

In the event you can, use each. Preserve viewers engaged by switching forwards and backwards between your live-action shot and animation with a voiceover.

Video Advertising Advantages & Challenges

Video Advertising Advantages

The most important advantages of making advertising and marketing movies are that they assist prospects perceive a product/service, get extra engagement than different advertising and marketing content material, and result in extra gross sales/conversions than different advertising and marketing content material.

Whereas this appears completely in step with video entrepreneurs’ targets, these advantages additionally include a couple of challenges.

Video Advertising Challenges

The most important challenges video entrepreneurs face are an absence of time to create video content material, problem creating an efficient video technique, and insufficient price range to create video content material.

The good information is that video advertising and marketing is easier than ever, with 57% of video entrepreneurs describing video advertising and marketing as straightforward.

On high of that, 46% of those that began making movies prior to now yr did so as a result of creating advertising and marketing movies turned much less time-consuming, and 38% mentioned they began as a result of movies turned simpler to make in-house. 1 in 2  additionally began making advertising and marketing movies in response to the pandemic.

Whether or not you’re simply beginning out otherwise you’ve been making movies for some time, budgeting generally is a anxious a part of the method. That can assist you navigate your video advertising and marketing price range, let’s check out how different entrepreneurs are budgeting for his or her movies.

Video Advertising Budgets

81% of video entrepreneurs have a devoted price range for video advertising and marketing. Right here’s what these budgets appear like:

• 20% of firms spend over $100K on video advertising and marketing per quarter
• Round 1 in 4 spend beneath $20K
• 42% spend between $20K-$100K

We additionally requested video entrepreneurs how their price range modified from 2021 to 2022, and located that 52% of video entrepreneurs noticed a price range enhance in 2022, whereas 46% noticed no change. Simply 2% noticed a lower.

Entrepreneurs who noticed a rise of their video price range usually obtained a considerable enhance of their price range, with 41% of video entrepreneurs getting a rise of over 51%.

You may additionally be questioning what proportion of complete advertising and marketing budgets goes in the direction of video advertising and marketing, so let’s check out that too.

It seems that 44% of firms spend 31-60% of their complete advertising and marketing price range on video advertising and marketing.

How A lot Does Making a Advertising Video Price?

91% of entrepreneurs’ firms spend beneath $50,000 to create a advertising and marketing video, and over half spend beneath $10,000.

With the full price of constructing a advertising and marketing video in thoughts, let’s look into how a lot video entrepreneurs are spending on every step within the video creation course of.

Manufacturing takes up 24% of the common video marketer’s price range, adopted by pre-production and post-production tied at 20%. One other 18% is spent on expertise and video promotion/distribution.

We additionally requested video entrepreneurs which a part of the video creation course of is most costly, and 65% of them say manufacturing is the most expensive step.

Lastly, let’s discuss how lengthy it takes to create a advertising and marketing video and which elements are most time-consuming.

How Lengthy Does it Take to Create a Advertising Video?

86% of promoting movies are created in 3 weeks or much less, and 40% are made in beneath per week.

Essentially the most time-consuming a part of the video creation course of is pre-production (arising with concepts, writing script, casting, and so forth.), in keeping with 38% of those that make advertising and marketing movies in-house.

Extra Insights From the HubSpot Weblog

Whether or not you’re simply getting began with video advertising and marketing or a seasoned video skilled, maintaining with the newest developments and advertising and marketing methods is essential.

Whereas video advertising and marketing is at the moment one of many high advertising and marketing methods, there are a couple of others which have even higher ROI – fortunately, you’ll be able to incorporate most of them into your video advertising and marketing technique for even higher outcomes.