What video marketing statistics should you know in 2022?
And, more importantly, how should you use these in 2023?
We’re nearing the final quarter of 2022 but there is still time to talk about the video marketing statistics of the year so far. And with an amazing 40% year on year growth of video uploaded to YouTube alone, video marketing is no flash in the pan. But, talks of a recession alongside the world’s rising energy prices might have an impact on businesses and their budgets.
How do we all like to watch videos?
Regardless of your budget and investment in video there is still plenty of video content out there for consumers. Understanding how the general public prefers to watch video can help you shape your video marketing strategy.
Video reaches nearly 92% of us. That’s right, almost 92% of us watched a video in the last quarter of 2021 according to Statista. For B2B marketers and those in higher education it is interesting to see that ‘how to’ videos, educational videos and product review videos reach between 27-30% of us. You could argue that that means one in three of your potential audience will watch one of your videos.
And if you combine that with the fact that we’re all watching more video – on average 2.5 hours of video a day – and we’re twice as likely to share video content than any other type of online content. You really need to think about including some sort of video in your marketing strategy.
Where are we all watching videos?
As nearly all of us watch video online the next question has to be: where are we watching them? The general public are largely watching videos on YouTube with 82% of 15-25 year olds in the UK still using this channel to view visual content.
Facebook and Instagram are in the top five of channels where our gen-z watch video with a respective 80% and 76% share according to Statista. It has been reported that we are spending up to 100 minutes a day watching videos with Instagram and Facebook featuring reels (videos) more heavily. It is no surprise. How long before we see LinkedIn turn to a video-led channel as well?
What if you are a B2B video marketer?
We’ve only highlighted a few facts so far and if you’re working in a B2B industry you might be holding your head in your hands right now. But, don’t panic. We can tell you that in 2019 the majority – 87% in fact – of business-related videos were viewed on a desktop. That’s reassuring to know, but as we’re all on the move and viewing LinkedIn before we start work or after this might be set to change.
It might also be reassuring to know that 46% of marketers said it was becoming easier to convince others in a business on the value of video. This might be down to 87% of marketers saying that video has helped increase traffic to their website.
What do you think? How do you use video for the workplace?
The statistics speak for themselves in terms of how we are all watching more videos. For marketers, in-house teams or managing directors it might not have answered all the questions on why and potential ROI.