Video advertising and marketing is changing into increasingly integral to a model’s success. If you happen to’re a marketer attempting to craft the very best video advertising and marketing technique to your model, it helps to know the highest video advertising and marketing techniques manufacturers are investing their money and time in.
Happily, the HubSpot Weblog lately surveyed over 500 entrepreneurs throughout the globe about their video advertising and marketing techniques, what appears to be working, and which techniques are value reconsidering.
Most Used Video Advertising and marketing Ways
Here’s a breakdown of the sorts of movies and platforms entrepreneurs are persevering with to leverage and why:
In our survey, we discovered short-form video leads in utilization with it being leveraged by 58% of entrepreneurs. Brief-form movies additionally lead on ROI, engagement, and lead era. Practically half (46%) of entrepreneurs will plan to make use of short-form movies for the primary time in 2022 and 36% will put money into short-form movies greater than another format.
These numbers aren’t stunning when you think about short-form movies usually tend to go viral, based on 47% of video entrepreneurs.
Lengthy-form movies are available in second relating to utilization with 37% of entrepreneurs leveraging the format. This format additionally locations second by way of ROI, lead era, and engagement. In keeping with our survey, 36% of entrepreneurs plan to leverage long-form movies for the primary time in 2022, and 18% will put money into the format greater than another sort of video.
The optimum size of a long-form video is between three to 6 minutes, based on 36% of entrepreneurs. Even platforms like TikTok are beginning to embrace long-form movies, actually, the app is now permitting 10-minute movies. This may very well be as a result of long-form movies nonetheless obtain important engagement.
In our survey, we discovered 38% of long-form advertising and marketing movies have a median watch share between 41% and 60%. We additionally discovered 25% of long-form movies have a median watch time between 61% and 80%. Lastly, 22% have a median watch time between 21% and 40%.
Video Advertising and marketing on Social Media
Social media is the highest channel used to share advertising and marketing video, with it being utilized by 76% of entrepreneurs in our survey. It additionally has the largest ROI by far, based on 67% of entrepreneurs who use it. Our survey revealed 66% of entrepreneurs additionally say it is the simplest for producing leads. We additionally discovered 63% of entrepreneurs will use social media for the primary time in 2022, and 61% will make investments extra in sharing movies on social media than another channel.
Concerning particular social media platforms, Instagram is the highest platform for ROI, lead era, and engagement. In keeping with our survey, 42% of entrepreneurs who don’t use Instagram for sharing movies will accomplish that for the primary time in 2022, and 24% will make investments extra into sharing movies on the platform than another.
Fb can also be a typical device for entrepreneurs with 60% of these in our survey sharing movies on the platform. Nonetheless, Fb additionally is available in fourth place for ROI, engagement, and lead era. We discovered 35% of entrepreneurs will put money into movies on Fb for the primary time in 2022.
Coming in second place by way of engagement is TikTok, nonetheless, solely 35% entrepreneurs share movies on the platform and 20% plan on doing so for the primary time in 2022.
Video Advertising and marketing on YouTube
YouTube has the very best utilization amongst entrepreneurs with 70% leveraging the platform. It would additionally see probably the most funding from video entrepreneurs in 2022. Over half the entrepreneurs who don’t use YouTube will accomplish that for the primary time in 2022, based on our survey.
Regardless of which tactic you select to leverage to your model, it is necessary to recollect crucial elements when creating efficient video content material, in accordance the entrepreneurs we surveyed are:
- Adequately selling your video
- Capturing viewers’ consideration within the first few seconds
- Conserving your movies brief/concise
Least Used Video Advertising and marketing Ways
Listed below are the platforms, codecs, and ideas that appear to be shedding steam amongst entrepreneurs.
Reddit, Tumblr, Twitch, Snapchat, and Pinterest
Whereas social media performs a significant function in video advertising and marketing, not each platform ensures success. Entrepreneurs advised us Reddit, Tumblr, Twitch, Snapchat, and Pinterest haven’t supplied favorable ROI or engagement relating to advertising and marketing movies, due to this fact these platforms will probably see the least funding from video entrepreneurs in 2022.
Nostalgic Content material and UGC
Regardless of the resurgence of TV exhibits, movies, and music developments rooted in nostalgia, entrepreneurs say nostalgic content material persistently underperforms by way of engagement, ROI, and lead era.
We discovered comparable findings after we requested entrepreneurs about user-generated content material (UGC). Our survey discovered simply 19% of video entrepreneurs will leverage nostalgic content material in 2022 for the primary time and solely 3% will use UGC.
Display-capture movies have the bottom ROI when in comparison with different video kinds like reside motion and animation. They’re additionally a lot much less efficient in producing leads and engagement, based on our survey. With that stated, 52% of video entrepreneurs plan on leveraging screen-capture video for the primary time in 2022, and 21% plan to take a position on this video fashion greater than another.
Video content material is continuous to realize significance as increasingly platforms prioritize video sharing. Now that you realize what investments are working for entrepreneurs—and which are not—you possibly can start brainstorming the very best video advertising and marketing marketing campaign that may guarantee success to your model.