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


Greater than ever, social media channels are placing video content material entrance and middle on their feeds, as audiences more and more flip to TikTok, Reels, and reside movies to be entertained, uncover merchandise, and even find out about thrilling new manufacturers.

And for entrepreneurs, leveraging video not solely gives the highest ROI of any media format, nevertheless it performs a key function in serving to entrepreneurs exceed their targets.

To be taught extra concerning the high methods and alternatives in video advertising immediately, we surveyed over 500 professionals specializing in this discipline. Instantly, the effectiveness of video advertising grew to become apparent.

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However the place on this planet of video advertising do you have to focus your efforts first? That can assist you decide your subsequent steps, we gained insights from video entrepreneurs about all kinds of matters and techniques together with:

Let’s dive in.

Video Advertising Survey Findings

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 underneath 1,000 views
  • 16% common over 100K views

However views aren’t the one metric entrepreneurs monitor. There’s a protracted record of information factors you possibly can be conserving your eyes on, so let’s check out that are the most effective measure of your video’s efficiency.

The Most Prioritized Video Advertising Metrics

As soon as you start to get views, you may additionally need to construct in your technique by taking a look at 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 have 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.

most important video marketing metrics

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

1. Engagement Price

In response to 60% of video entrepreneurs, engagement is a very powerful metric to observe. 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 associates.

2. Conversion Price

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

3. Click on-through Price 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 folks to observe 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 may even replicate.

4. Follower and Subscriber Progress

If you’re 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 in every of your movies grows your following greater than standard, attempt to consider what set this video other than the remaining and replicate it. Additionally, verify your analytics for useful data on how these new subscribers/followers discovered your video. How are you going to hold offering them with helpful content material?

5. Common View Time

Common view length is essential to understanding which components of your video are extremely partaking and which sections wanted extra work or ought to have been lower out fully. Whereas the general common can supply helpful insights when evaluating similar-length movies, if doable, verify the share of viewers watching at key moments all through the video.

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

Talking of video size, we additionally requested video entrepreneurs how lengthy a advertising video needs to be. Let’s check out what they advised us.

How Lengthy Ought to a Advertising Video Be?

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

the optimal length for marketing videosPast that, opinions begin to differ, with the biggest chunk of them (36%) saying movies needs to be between 1-3 minutes, whereas 27% suppose the candy spot is between 4-6 minutes. One other 16% say the optimum video size is underneath 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 upon which kind of video most accurately fits your targets. So let’s dive into video entrepreneurs’ high targets in 2022.

Video Advertising Targets

The highest three video advertising targets embrace rising income (targeted 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 targeted on enhancing clients’ understanding of merchandise/companies, whereas 23% need to enhance customer support and retention with video.

top video marketing goals in 2022

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

Video Advertising Methods

The High Ways for Creating Efficient Movies

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

most important video content factors

Why Video Promotion Is Key

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

In reality, in a latest developments survey, we discovered that 78% of shoppers say it’s extra essential for advertising movies to be genuine and relatable than polished and high-quality. That doesn’t imply you must neglect video/audio high quality, nevertheless it isn’t going to make or break a video’s success.

whats most important when watching videos

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

How one can Promote a Advertising Video

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

top video promotion strategies

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 revealed.

For instance, in case your video goes reside 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 have interaction your core viewers and pique the curiosity of those that haven’t seen it but. It’s also possible to arrange an e-mail marketing campaign to exit asserting your video a couple of hours later, or add a banner to your web site linking to the video.

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

Now that you simply’re on top of things on video advertising targets and methods, let’s check out which video codecs are simplest.

High Video Codecs

The highest video three video codecs are short-form, long-form, and reside movies. On this part, we’ll take a deep dive into every of those, taking a look at which has the most effective ROI, how lengthy every sort of video needs to be, and some related benchmarks.

1. Quick-form Video

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

top video formats

Using short-form video will develop considerably in 2022, with 36% of video entrepreneurs planning to take a position extra in it than another format, and 45% planning to make use of it for the primary time this 12 months.

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

optimal short form video length

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

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

Lastly, when taking a look at click-through charges, almost half of short-form advertising 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 era, and engagement.

most engaging video formats

Lengthy-form video may even see important development in 2022 as 18% of video entrepreneurs plan to take a position extra in it than another format, and 36% of will use it for the primary time this 12 months.

The largest 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.

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

In relation to CTR, the most important chunk (57%) of long-form advertising movies are between 5-8%, which has similarities to the CTR for short-form movies.average marketing video ctr

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 reside movies/reside streams may even develop in 2022, with 35% of video entrepreneurs planning on leveraging it for the primary time.

what video formats are marketers leveraging

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

In relation to the common share of a video watched, over 60% of reside movies/reside streams fall are considered for 41% to 80% of their length.

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 channel, by far. Additionally it is the simplest channel for producing leads from advertising movies.

which channels offer the biggest roi for video marketingUse of social media for sharing advertising 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 another channel this 12 months. 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 12 months.

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 simplest at producing leads.

which video marketing channels drive the most leads

Use of a weblog or web site for sharing advertising movies may 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 movies over another channel.

best video marketing channels

3. Electronic mail

Electronic 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 via e-mail for the primary time in 2022, and 11% plan to take a position extra in sharing movies via e-mail than via another channel this 12 months.

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

The Finest Social Media Channels for Sharing Movies

1. Instagram

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

most roi generating social channels

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 another platform. Moreover, 42% of those that don’t use Instagram for sharing movies will achieve this for the primary time this 12 months.

which social channels will video marketers invest in

2. YouTube

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

social media platforms for sharing video

YouTube may even see probably the most funding from video entrepreneurs in 2022, with 27% investing extra into sharing movies on YouTube than another platform. On high of that, over half of those that don’t use YouTube for sharing movies will achieve this for the primary time in 2022.

3. Fb

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

video marketing and social media leads

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 another platform this 12 months.

4. TikTok

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

social media platforms and sharing videos

Which social media channels have low video efficiency?

Reddit, Tumblr, Twitch, Snapchat, and Pinterest are persistently the worst channels for sharing advertising 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 advertisements or share your content material organically. Let’s check out which video entrepreneurs are utilizing.

Do you have to 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.

paid vs organic video marketing

Now that we’ve checked out how entrepreneurs are sharing their movies on social media, let’s examine 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 general enterprise targets, however YouTube is way superior in each class.

youtube vs vimeo

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 Varieties for Advertising Movies?

1. Content material Showcasing Your Merchandise and Companies

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

video content with the best ROI

Product and repair content material may even see probably the most funding of any video content material sort this 12 months, with 17% planning to put money into it greater than another, 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 simplest for producing leads and engagement.

3. Fashionable Content material

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

video content types with the most roi and engagement4. Relatable Content material

Relatable content material will see probably 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 another content material sort.

content types video marketers will begin testing

5. Humorous and Interactive Content material

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

Subsequent, let’s have a look at the completely different kinds of movies you should utilize, and that are simplest.

High Video Kinds

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

Stay-action movies are leveraged most frequently, have the most important ROI, are the simplest for lead era, and get probably 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 another video type.

Screen Shot 2022-06-09 at 12.01.14 PM2. Animated Movies

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

49% of video entrepreneurs may even leverage animated movies for the primary time this 12 months, and 30% will put money into them greater than another video type.

3. Display-Seize or Display Recording

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

top video content styles

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 another video type

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

Viral Movies

Getting one in every of your movies to go viral would possibly seem to be a pipe dream, nevertheless it isn’t as out of attain as you would possibly suppose.

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.

How one can Make a Video Go Viral

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

top factors for viral video

Let’s dig slightly 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 have interaction together with your video. Whether or not they remark in your video or share it with a good friend, the algorithm takes discover and boosts your video to extra viewers, rising its possibilities to go viral.

2. Shorter Is Higher

Preserving movies quick can also be essential to virality. In response to 47% of video entrepreneurs, short-form movies are the almost certainly to go viral.

which videos are more likely to go viral

However how lengthy is a short-form video precisely? Our video advertising developments report discovered that the consensus amongst video entrepreneurs is underneath 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 simplest method to make a video go viral.

This may very well be so simple as beginning a video with a colourful animation, an intriguing query, displaying 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 realize the highest methods to make a video go viral, let’s check out which platforms you must 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.

Screen Shot 2022-06-09 at 12.03.25 PMWhen you’ve got a social media presence on any of these three, they are often highly effective for scoring a viral video. However should you’re not leveraging them but, it is perhaps time to lastly give TikTok, Instagram Reels, or YouTube Shorts a shot.

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

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

viral video content by typeMix these high content material sorts by making a humorous, relatable, and on-trend video for the most effective probability of going viral.

Lastly, we’ll check out the completely different video kinds and which is simplest 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 line with 49% of video entrepreneurs, however animation can also be efficient for 31% of respondents.

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

Video Advertising Advantages & Challenges

Video Advertising Advantages

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

video marketing benefits

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

Video Advertising Challenges

The largest challenges video entrepreneurs face are a scarcity of time to create video content material, problem creating an efficient video technique, and insufficient price range to create video content material.

biggest video marketing challenges

The nice information is that video advertising is less complicated than ever, with 57% of video entrepreneurs describing video advertising as straightforward.

video content creation experience

On high of that, 46% of those that began making movies prior to now 12 months did so as a result of creating advertising movies grew to become much less time-consuming, and 38% mentioned they began as a result of movies grew to become simpler to make in-house. 1 in 2  additionally began making advertising movies in response to the pandemic.

why creators started creating videos

Whether or not you’re simply beginning out otherwise you’ve been making movies for some time, budgeting could be a hectic a part of the method. That can assist you navigate your video advertising 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. Right here’s what these budgets seem like:

  • 20% of firms spend over $100K on video advertising per quarter
  • Round 1 in 4 spend underneath $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 improve in 2022, whereas 46% noticed no change. Simply 2% noticed a lower.

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

2022 video marketing budget increase

You might also be questioning what share of whole advertising budgets goes in the direction of video advertising, so let’s check out that too.

what percentage of total marketing budgets go to video?

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

How A lot Does Making a Advertising Video Price?

91% of entrepreneurs’ firms spend underneath $50,000 to create a advertising video, and over half spend underneath $10,000.how much does it cost to create a marketing video

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

video marketing spend allotments

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 costliest, and 65% of them say manufacturing is the most costly step.

the most expensive part of video creationLastly, let’s speak about how lengthy it takes to create a advertising video and which components 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 underneath per week.

how long does it take to create a marketing video

Probably 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 line with 38% of those that make advertising movies in-house.

what parts of video creation are most time consumingExtra Insights From the HubSpot Weblog

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

Whereas video advertising is at present one of many high advertising 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 technique for even higher outcomes.

When you’re able to take your video advertising technique to the following degree, verify our Advertising Tendencies and Social Media Tendencies analysis from earlier this 12 months!

Simply getting began with video? It’s also possible to obtain our free Video Advertising Starter Pack under.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy.