The power of video: 93 percent of brands landed a new customer after sharing one on social media

by | Nov 24, 2021 | Public Relations

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.”

Key takeaways:

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.

The power of video: 93 percent of brands landed a new customer after sharing one on social media

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.

Review all the insights here.

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%.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter