Yr over 12 months, social media platforms have grow to be extra video-centric. In 2022, video site visitors is estimated to account for 82% of all client Web site visitors. Not solely are customers watching, creating, and fascinating with extra video content material than ever, they’re looking for out movies to find new manufacturers and be taught extra about their merchandise earlier than buying.
That will help you keep on prime of the highest video advertising traits, we carried out a survey on 500 customers and 500 entrepreneurs to determine how companies are utilizing video, and the way customers are interacting with it. Our findings bolstered that entrepreneurs are catching on to the ability of video. In 2021, 93% of companies landed a brand new buyer after sharing a video on social media and ranked video #1 when it comes to ROI.
On this weblog, we’ll share the successes entrepreneurs have seen with video content material, how customers work together with video, what they need to see extra of, and what traits you’ll be able to combine into your video advertising technique in 2022.
Maintain studying or skip forward to be taught extra in regards to the video advertising traits that can affect your corporation probably the most.
- Key takeaways
- In regards to the survey
- Video consumption traits: What customers are on the lookout for in video
- Why is video advertising so efficient?
- 6 Video traits to include into your 2022 advertising technique
Key takeaways{#takeaways}
Video adverts have been the #1 approach customers found a model they later bought from.
Shoppers rated video the #1 most useful type of content material when buying on-line.
Shoppers usually tend to interact with video content material throughout all social media channels.
Video has the perfect ROI (return on funding) for entrepreneurs promoting their enterprise.
93% of companies landed a brand new buyer after sharing a video on social media.
In regards to the research{#about}
In 2021, we carried out a survey of 500 entrepreneurs and 500 customers to learn the way and the place they’re utilizing and consuming video content material. Not solely did we need to learn the way the panorama has modified for digital entrepreneurs and the place they’re seeing probably the most success with video, we needed to trace the video consumption habits amongst customers and determine how your model could make a stronger enchantment to those customers in 2022.
Video consumption traits: what customers are on the lookout for in video{#consumption}
With the push for extra social movies comes increased display screen instances and extra video consumption. Of all 500 customers surveyed, 65% reported watching movies greater than as soon as a day, together with movies from manufacturers, with no video burnout in sight. Not solely did nearly all of customers surveyed discover video to be their favourite type of content material from manufacturers, additionally they discovered video to be probably the most useful when buying on-line. What’s extra, 15% even mentioned they wish to see extra video content material on-line.
What platforms are customers utilizing?
In 2021, Fb, YouTube, Instagram, Twitter, and TikTok have been probably the most generally used social media platforms amongst customers, with 47% having greater than 4 lively accounts. Not surprisingly, video consumption was most typical on websites the place video content material, and notably short-form movies, have been prioritized. A whopping 65% of customers mentioned they watch video as soon as a day or extra and heavy video-consumers (those that watch 6+ movies per day) are partaking with movies totally on YouTube, TikTok, Fb Feed, Fb Tales, and Instagram Tales.
What do customers need out of video?
Customers are embracing video content material not just for leisure, however to find and analysis new manufacturers and merchandise. About 34% of respondents mentioned they first found a brand new model and subsequently bought one thing from them after being served a video advert on social media, even increased than by way of a buddy’s or influencer’s posts. After discovering a brand new model, 26% of customers journey to the model’s web site to buy and be taught extra or to the model’s YouTube channel to observe extra informative movies from the model.
Overwhelmingly, customers mentioned that they would like to observe a brief video a few services or products moderately than learn an article or infographic, attend a webinar or occasion, or take part in a gross sales name. This illustrates that video content material isn’t just an efficient device for top-of-funnel advertising efforts – customers view movies as a useful resource to find manufacturers, examine their credibility, and be taught extra in regards to the product earlier than happening to buy. In right this moment’s digital panorama, video content material helps convey customers additional and additional down the funnel, all the way in which to conversion and retention.
What forms of social video content material converts?
Of all social media advertising efforts, entrepreneurs discovered video content material to have the very best ROI. Of all social channels, Fb, YouTube, and TikTok have been the highest 3 social platforms on which customers watched movies that led to a purchase order. Fortunately for digital entrepreneurs, customers perceived these three platforms as having probably the most recognition and potential for development sooner or later too.
Why is video advertising so efficient?{#efficient}
Yr over 12 months and algorithm over algorithm, video content material continues to outperform static content material. In 2021, Head of Instagram Adam Mosseri introduced that the app is “not only a sq. photo-sharing app,” because it’s pivoting its focus to video. Then, in 2022, Fb shared that about half of all time spent on Fb and Instagram is spent watching movies as reels continues to develop in recognition.
In the meantime, TikTok continues to disrupt the social media panorama. Whereas Fb and YouTube took about eight years to realize a billion customers, TikTok hit this quantity in simply 5 years and is anticipated to achieve 1.5 billion customers by the tip of 2022.
So what’s it about video content material that makes it such a robust advertising device? Video content material is simpler as a result of it:
- Stays seen longer on social feeds
- Tells greater than a single picture or infographic
- Will get extra engagement
- Is flexible
- Is extra personable
- Ranks increased in search
- Feeds rising social media websites’ algorithms
6 video traits to include into your 2022 advertising technique{#traits}
Small and mid-sized companies are getting probably the most out of their advertising efforts by leaning into video content material. In 2021, 47% of entrepreneurs reported that they created 4+ social media advertising movies per week. Almost half of those movies have been natural, and half have been paid. Entrepreneurs are additionally discovering success creating movies for his or her web sites, the primary place many customers go to after studying a few model.
This 12 months, entrepreneurs are planning to extend the quantity of video content material they create rather than static photos. If you wish to keep forward of the curve and create extra movies that convert, regulate these 6 traits.
1) Deal with related platforms
Fb, YouTube, and TikTok have been the highest 3 social platforms on which customers watched movies that led to a purchase order. Every of those platforms have completely different necessities and are optimized for sure sorts of video content material. To make a very stable video advertising technique, it is advisable to put up extra optimized content material right here and extra usually. For instance, sq. product promo movies could also be finest fitted to Fb, whereas panorama product demos can do properly on YouTube, and quick format promo movies will get extra engagement on TikTok.
MAKE A VIDEO
2) Share extra how-tos, buyer tales, and promo movies
It’s not simply the amount of movies that issues, however the forms of movies that you simply share. Shoppers mentioned the highest 3 causes they observe a model on Instagram are for information about merchandise/providers, entertaining or humorous content material, and inspirational content material. Shoppers additionally mentioned how-to movies are their favourite sort of content material from manufacturers, with buyer tales and promo movies trailing shut behind. To maintain customers entertained and engaged, video selection is essential.
BROWSE VIDEO TEMPLATES
3) Reprioritize TikTok
Shoppers and social media consultants alike count on TikTok to be the #1 social media platform when it comes to recognition, however entrepreneurs predicted YouTube to return out on prime. Whereas entrepreneurs intend to take a position the very best advert spend on YouTube in 2022, customers will probably be flocking to TikTok to browse, uncover, and buy. In the event you haven’t already created a TikTok account, now’s the time.
MAKE A TIKTOK VIDEO
4) Create social-friendly content material
In 2019, 39% of customers watched extra video adverts on social media than on TV in 2019. This 12 months, that quantity rose to 58%. Every platform has completely different necessities when it comes to dimensions, video lengths, caption lengths, audio utilization, and extra. With Animoto, you’ll be able to rapidly resize video content material for a number of channels with the press of a button, saving you effort and time.
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5) Be first within the feed with paid video adverts
This previous 12 months, 94% of entrepreneurs mentioned paid video adverts had a optimistic ROI for his or her enterprise. Entrepreneurs are planning to spend much more to have their content material prioritized in social feeds and stand out. Stake your declare in customers’ timelines by investing in paid adverts whereas sustaining a cadence of useful, entertaining, and inspirational natural content material.
MAKE A VIDEO AD
6) Be per video
Video burnout just isn’t on the horizon for a lot of customers; 74% of customers go to social media greater than as soon as a day, with 64% watching social movies no less than as soon as a day. By sustaining a daily posting schedule, not solely does this feed into the algorithm and assist your content material to have higher engagement and views, it builds credibility within the eyes of the buyer and helps your model to remain top-of-mind.
MAKE A VIDEO
Begin creating gorgeous movies
In the event you haven’t made video the centerpiece of your advertising technique, it’s time. With Animoto, you don’t must be an expert video creator, editor, or devoted content material creator. With drag-and-drop instruments, a library of hundreds of inventory movies and pictures, licensed music tracks, and a whole bunch of video templates to select from, you’ll be able to rapidly create gorgeous skilled movies and scale your video advertising technique.
Begin creating skilled movies without spending a dime with Animoto.
MAKE A VIDEO
