Marketing

Video Marketing Statistics: What You Need to Know In 2022

If you’re reading this post, chances are you most probably consume, create, or edit video content. 

And that’s great news!

Why?

Because if there was one marketing winner in recent years, it’s video.

Before the pandemic in 2020, everyone talked about how important video content was for brand awareness, audience engagement, and sales. Yet it was mostly lip service.

But things changed when COVID-19 pushed businesses into transforming their digital capabilities, including the adoption of video marketing tactics. 2020 came along and pushed us to create more videos and not only talk about them or treat them as a necessary evil. 

At Piktochart, for example, we created double the amount of video content than the year prior (and we keep producing more).

We started to wonder if video use and creation changed for other companies as well and how it impacted their business. 

For this reason, we surveyed over 300 business professionals from various industries and asked them questions about their video use and creation.

Keep reading for a summary of the video marketing statistics we got.

Video is king

An overwhelming majority of respondents told us that they use video content on a regular basis, with the pandemic being a contributing factor. 

  • 85.7 percent of respondents agree that video is now more important than other forms of content
  • 72.7 percent of respondents use video as part of their marketing strategy
  • 87 percent of respondents agree that video marketing plays a key role in their B2B marketing strategies, resulting in positive ROI
  • 50 percent of respondents started to create more video content than before the pandemic in 2020
usage of video content in 2022 based on a survey of 300 respondents
Video marketing statistics 2022

Businesses and brands realized the importance of authentic communication and how it affects audience behavior.

In fact, Instagram trends and predictions point to video content dominating in 2022. For the past year, 54.4 percent of respondents said that they use videos to engage with their audience on social media.

Video editing tools such as Piktochart Video helped them get more out of their video content and deliver a better experience to their users. For example, they use Piktochart Video to edit lengthy Zoom recordings.

video usage statistic on social media for 2022
video usage statistic on social media

“We are a non-profit, and I spearheaded the production/filming of a video to highlight our work.

Because of our video, we were selected as a finalist in the Chan-Zuckerberg/Rockefeller Communities Thrive Challenge.”

– Elizabeth McGinsky, Senior Director Data & Evaluations, The Enterprise Center

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piktostory video creation tool

People prefer videos over text if they want to learn about a product or service

66 percent of survey respondents said they prefer to watch a video to learn about a product or a service, in comparison to only 23 percent who like to learn about it from marketing materials or a website. User-generated videos are best for creating visual social proof in eCommerce.

“We provide short videos to support internal training.”

– Pam Karleskint, Enablement Manager, LogMeIn

Most common types of video content produced for the past year

While it’s clear, from these video marketing statistics, that video production in general skyrocketed, our survey also clearly showed that explainer videos, social media videos, and webinars were the most common video types produced. Video testimonials and sales videos were also mentioned.

types of video content produced in 2022, video marketing statistics
most common types of video content produced over the last year

Finally, 61 percent of respondents agreed that video content helps their customers understand their products and services better.

61 percent of respondents agreed that video content helps their customers
61 percent of respondents agreed that video content helps their customers understand their products and services better

“We predominantly use video as part of a wider learning on-demand strategy for our team members. As our business operates in 4 separate locations (3 in Australia and 1 in New Zealand) we utilize video for everything from policy explainers to full eLearning packages for induction, orientation and offboarding.”

– Paul Piltz, Learning & Development Specialist, BP Software

Video creation and production remains a challenge for many

Our video marketing survey showed that even though video production has been on the rise, it doesn’t mean it’s a piece of cake for everyone.

Video creation is perceived as a challenge by a good percentage of the respondents. Most people think that advanced video editing skills are needed and that the knowledge of professional video editing software is required. 

  • 44.6 percent of the respondents felt that the video creation process requires advanced video editing skills
  • 28.6 percent of the respondents admitted that video production is cumbersome, expensive, and time-consuming
  • 26.8 percent of the respondents agreed that video production is quick and easy
video statistics, video content report

Bite-size videos do great in social media

Video marketing statistics also show that the use of social media videos helps your business grow. 

65.5 percent of those surveyed said Facebook, Twitter, and LinkedIn are the most used social media platforms to share their videos, in comparison to only 5.5 percent for YouTube.

But there’s one thing to remember: KEEP YOUR MESSAGES SHORT.

Strangers that come across video content in their news feed and know nothing about the person who is in the video don’t owe them any of their precious time. 

When it comes to new content, they are going to be selective in what they choose to invest their time in. They are far less likely to spend ten or fifteen minutes with unknown content from a stranger.

In short, creating bite-size videos ready for social media platforms is the key to viral success.

So how long should your videos be? Check out this guide to ideal video length for social media and other platforms.

Video marketing remains costly for the majority

A staggering 71.4 percent of respondents said they would create more videos if there was an easy and cost-effective way to do it. 

We believe that anyone can be a video content creator and that video should be for everyone. 

For this reason, we created Piktochart Video, a video-editing platform that will turn your long video content into shareable, bite-size clips to help boost engagement for your brand.

Edit long video recordings into video snippets for social media

Easily turn one video into multiple content piece with Piktochart Video.

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