Video marketing is increasingly becoming an integral part of brand success. If you’re a marketer trying to develop the best video marketing strategy for your brand, it helps to know the top video marketing strategies brands are investing time and money in.
Fortunately, the HubSpot blog recently surveyed more than 500 marketers around the world about their video marketing strategies, those that seem to be working, and those worth reconsidering.
Most Used Video Marketing Strategies
Here’s a breakdown of the types of videos and platforms marketers continue to leverage and why:
In our survey, we found that 58% of marketers are using short video leads. Short videos also lead in ROI, engagement and lead generation. Nearly half (46%) of marketers plan to use short video for the first time in 2022, and 36% will invest more in short video than any other format.
According to 47% of video marketers, these numbers aren’t surprising when you consider that short videos are more likely to go viral.
Long-form video is the second most used format, with 37% of marketers using this format. This format also ranks second for ROI, lead generation, and engagement. According to our survey, 36% of marketers plan to use long-form video for the first time in 2022, and 18% will invest more in the format than any other type of video.
According to 36% of marketers, the optimal length for long videos is 3 to 6 minutes. Even platforms like TikTok are starting to embrace long videos, in fact, the app now allows 10-minute videos. This may be because long videos still get a lot of engagement.
In our survey, we found that 38% of long-form marketing videos had an average view rate between 41% and 60%. We also found that 25% of long videos had an average viewing time between 61% and 80%. Finally, 22% of users watched between 21% and 40% on average.
Video Marketing on Social Media
Social media is the preferred channel for sharing marketing videos, used by 76% of marketers in our survey. It also has the largest ROI to date, according to 67% of marketers who use it. Our survey shows that 66% of marketers also say it’s the most effective way to generate leads. We also found that 63% of marketers will use social media for the first time in 2022, and 61% will spend more on sharing video on social media than any other channel.
For specific social media platforms, Instagram is the top platform for ROI, lead generation, and engagement. According to our survey, 42% of marketers who don’t use Instagram to share video will do so for the first time in 2022, and 24% will invest more in sharing video on the platform than anyone else.
Facebook is also a popular tool for marketers, with 60% of marketers in our survey sharing videos on the platform. However, Facebook also ranks fourth in ROI, engagement, and lead generation. We found that 35% of marketers will invest in video on Facebook for the first time in 2022.
Second in engagement is TikTok, however, only 35% of marketers share videos on the platform, and 20% plan to do so for the first time in 2022.
Video Marketing on YouTube
YouTube has the highest usage rate among marketers, with 70% using the platform. Video marketers will also invest the most in 2022. According to our survey, more than half of marketers who don’t use YouTube will do so for the first time in 2022.
Regardless of which strategy you choose to employ for your brand, according to the marketers we surveyed, it’s important to keep in mind the most important factors when creating effective video content:
- Fully promote your video
- Grab your audience’s attention in the first few seconds
- Keep videos short/brief
Least Used Video Marketing Strategies
Here are the platforms, formats and concepts that marketers seem to be losing steam on.
Reddit, Tumblr, Twitch, Snapchat and Pinterest
While social media plays a vital role in video marketing, not every platform ensures success. Marketers tell us that Reddit, Tumblr, Twitch, Snapchat, and Pinterest don’t offer good ROI or engagement when it comes to marketing video, so these platforms will likely get the least investment from video marketers in 2022.
Nostalgic content and UGC
Despite the resurgence of TV shows, movies and music trends rooted in nostalgia, marketers say nostalgic content has been underperforming in terms of engagement, ROI and lead generation.
We found similar findings when we asked marketers about user-generated content (UGC). Our survey found that only 19% of video marketers will use nostalgic content for the first time in 2022, and only 3% will use UGC.
Compared to other video styles like live action and animation, screencasts have the lowest ROI. They are also far less efficient at generating leads and engagement, according to our survey. That being said, 52% of video marketers plan to utilize screen capture video for the first time in 2022, and 21% plan to invest more in this style of video.
Video content is becoming increasingly important as more and more platforms prioritize video sharing. Now that you know which investments are working for marketers and which aren’t, you can start brainstorming the best video marketing campaigns to ensure your brand’s success.