Video has been hailed as a key driver of engagement and sales for some time now, but communicators may not be aware of exactly how powerful the medium is with consumers. New research from marketing-focused video creation firm Animoto shares data that makes it very clear, detailing a shift in social media platforms and video marketing trends.
The firm recently shared its Emerging Video Marketing Trends for 2022 report that takes an in-depth look at the current video marketing landscape.
“For brands planning their 2022 marketing strategy, video is a prominent and undeniable purchase driver,” said Brad Jefferson, CEO and co-Founder of Animoto, in a news release. “At Animoto, we’re passionate about leveling the playing field so companies of all sizes can leverage the proven power of video, and experience that momentum first-hand.”
Video stands out as a purchase driver
- 93 percent of businesses landed a new customer after sharing a video on social media.
- Video ads on social were the #1 way consumers discovered a brand they later purchased from.
- 94 percent of marketers said paid video ads had a positive ROI for their business.
TikTok gains momentum among consumers
- Consumers said Facebook, YouTube, and TikTok were the top 3 social platforms on which they watched videos that led to a purchase.
- TikTok is the #1 social media platform increasing in popularity, according to consumer research.
- After discovering a new product or service, 67 percent of consumers visit the brand’s social media first. That’s a 9 percent increase from 2019.
Video marketing informs brands’ 2022 strategy
- When shopping online, video is the #1 most helpful form of content in making a purchase decision.
- 39 percent of consumers watched more video ads on social media than on TV in 2019. This year, that number rose to 58 percent.
- While marketers intend to invest the highest ad spend on YouTube in 2022, consumers will be flocking to TikTok to browse, discover, and purchase.
Animoto surveyed a representative sample of U.S. adult consumers and adult marketers at companies that have created at least 2 videos in the past year to learn about social media and video marketing practices. The web-based survey was fielded August 11, 2021 through August 19, 2021, with a sample size of 500 consumers 18 years or older and 500 video marketers (at companies of 3 employees or larger). For each survey, the margin of error was 4.4%.