Video Marketing Statistics 2022
We gathered the stats below by surveying 582 unique respondents in December 2021. Our sample included both marketing professionals and online consumers. We separated these groups with a preliminary question, ensuring that respondents were only asked to answer the questions relevant to them. Our trend data is based on 8 years of asking these questions, dating back to 2015.
Section 1: Video Marketing Usage
Why don’t some marketers use video?
23% of non-video marketers don’t use video for marketing as they lack time.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-3
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16% of non-video marketers don’t use video for marketing as they don’t know where to start with creating video.
13% of non-video marketers say they don’t use video for marketing as they don’t feel it’s needed.
10% of non-video marketers don’t use video for marketing because it’s too expensive.
7% of non-video marketers don’t use video for marketing as they say they’re unclear on the ROI of video.
5% of non-video marketers say they don’t use video because they’re unable to convince key decision-makers to use it.
However, 79% of non-video marketers say they expect to start using video as a marketing tool in 2022 (10% more than last year.)
https://www.wyzowl.com/video-marketing-statistics/#stat-1-3
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First time video marketers
18% of video marketers said they used video for the first time in 2021. (down from 24% in 2020.)
https://www.wyzowl.com/video-marketing-statistics/#stat-1-4
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Of these, 46% said this was because video had become easier to create in-house.
46% said it had become easier to convince others in the business on the value of video content.
43% said video was made necessary by new challenges, including the coronavirus pandemic.
38% said it was because it had become quicker and less time-consuming to create video.
27% said it was because video had become more affordable.
22% said they had become clearer on the ROI of video and this had given them confidence to invest.
The pandemic’s impact on video marketing
64% of marketers say their video marketing plans for 2021 and 2022 have been affected by the pandemic. https://www.wyzowl.com/video-marketing-statistics/#stat-1-5 Tweet this stat Out of these people, three-quarters said the pandemic made it more likely they would create video, and the other quarter said it made it less likely. https://www.wyzowl.com/video-marketing-statistics/#stat-1-5 Tweet this stat The pandemic’s impact on video marketing budget seems to be diminishing. 50% of marketers expect the pandemic to affect their video marketing budget for 2022 – which is high – but this is compared to 63% last year. https://www.wyzowl.com/video-marketing-statistics/#stat-1-5 Tweet this statSection 2: Types of video created
Who creates videos for business?
55% of video marketers create all their own videos in-house. 12% exclusively hire other people/companies to create video for them. 32% use a mix – creating some videos in-house while outsourcing others. https://www.wyzowl.com/video-marketing-statistics/#stat-2-4 Tweet this stat The low average spend coupled with high proportion of in-house video creators suggests many people have embedded quick, cheap video production into their ways of working, allowing them to work at scale.Section 3: What does success look like?
What are marketers looking to achieve when they invest in video?
62% of people say video marketing success is determined by the engagement their videos get – including shares, likes and comments. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this stat 61% of people say the number of views a video gets determines success. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this stat 60% of people say leads/clicks are the main determining factor of video marketing success. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this stat 44% of people say brand awareness and PR are their criteria for video marketing success. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this stat 41% of people say customer engagement and retention are their primary measuring sticks for video marketing success. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this stat 27% of people say pure, bottom line sales are their yardstick for determining whether a video is successful or not. https://www.wyzowl.com/video-marketing-statistics/#stat-3-1 Tweet this statROI
So what do marketers actually credit video with helping them achieve in their business? 87% of marketers say video has helped them increase traffic. https://www.wyzowl.com/video-marketing-statistics/#stat-3-2 Tweet this statSection 4: The customer view…
Section 5: Video marketing channels
Which channels do video marketers plan to use in 2022?
88% of video marketers plan to include YouTube in their 2022 video marketing strategy. (-1% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 68% of video marketers plan to include LinkedIn in their 2022 video marketing strategy. (+5% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 68% of video marketers plan to include Instagram video in their 2022 video marketing strategy. (+10% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 65% of video marketers plan to include Facebook in their 2022 video marketing strategy. (-5% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 46% of video marketers plan to include webinars in their 2022 video marketing strategy. (-7% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 33% of video marketers plan to include TikTok in their 2022 video marketing strategy. (+13% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 30% of video marketers plan to include InstagramTV in their 2022 video marketing strategy. (the same number as last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 29% of video marketers plan to include Twitter in their 2022 video marketing strategy. (-2% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 26% of video marketers plan to include Facebook Live in their 2022 video marketing strategy. (-2% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 17% of video marketers plan to include interactive video in their 2022 video marketing strategy. (-7% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 14% of video marketers plan to include VR in their 2022 video marketing strategy. (+2% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 10% of video marketers plan to include 360 degree video in their 2022 video marketing strategy. (-2% from last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this stat 6% of video marketers plan to include Snapchat video in their 2022 video marketing strategy. (the same as last year) https://www.wyzowl.com/video-marketing-statistics/#stat-5-1 Tweet this statGet more info & pricing
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