The Top Video Marketing Tactics Brands are Investing In [+Which Are Losing Steam]

Video marketing is changing into increasingly more integral to a model’s success. In case you’re a marketer attempting to craft the very best video advertising technique to your model, it helps to know the highest video advertising techniques manufacturers are investing their money and time in.

Happily, the HubSpot Weblog lately surveyed over 500 entrepreneurs throughout the globe about their video advertising techniques, what appears to be working, and which techniques are value reconsidering.

Most Used Video Advertising and marketing Techniques

Here’s a breakdown of the sorts of movies and platforms entrepreneurs are persevering with to leverage and why:

Brief-Kind Video

In our survey, we discovered short-form video leads in utilization with it being leveraged by 58% of entrepreneurs. Brief-form movies additionally lead on ROI, engagement, and lead era. Almost half (46%) of entrepreneurs will plan to make use of short-form movies for the primary time in 2022 and 36% will put money into short-form movies greater than another format.

These numbers aren’t shocking when you think about short-form movies usually tend to go viral, in line with 47% of video entrepreneurs.

Lengthy-Kind Video

Lengthy-form movies are available second in the case of utilization with 37% of entrepreneurs leveraging the format. This format additionally locations second by way of ROI, lead era, and engagement. In accordance with our survey, 36% of entrepreneurs plan to leverage long-form movies for the primary time in 2022, and 18% will put money into the format greater than another sort of video.

The optimum size of a long-form video is between three to 6 minutes, in line with 36% of entrepreneurs. Even platforms like TikTok are beginning to embrace long-form movies, the truth is, the app is now permitting 10-minute movies. This could possibly be as a result of long-form movies nonetheless obtain important engagement.

In our survey, we discovered 38% of long-form advertising movies have a median watch share between 41% and 60%. We additionally discovered 25% of long-form movies have a median watch time between 61% and 80%. Lastly, 22% have a median watch time between 21% and 40%.

Video Advertising and marketing on Social Media

Social media is the highest channel used to share advertising video, with it being utilized by 76% of entrepreneurs in our survey. It additionally has the largest ROI by far, in line with 67% of entrepreneurs who use it. Our survey revealed 66% of entrepreneurs additionally say it is the simplest for producing leads. We additionally discovered 63% of entrepreneurs will use social media for the primary time in 2022, and 61% will make investments extra in sharing movies on social media than another channel.

Concerning particular social media platforms, Instagram is the highest platform for ROI, lead era, and engagement. In accordance with our survey, 42% of entrepreneurs who don’t use Instagram for sharing movies will achieve this for the primary time in 2022, and 24% will make investments extra into sharing movies on the platform than another.

Fb can also be a standard instrument for entrepreneurs with 60% of these in our survey sharing movies on the platform. Nonetheless, Fb additionally is available in fourth place for ROI, engagement, and lead era. We discovered 35% of entrepreneurs will put money into movies on Fb for the primary time in 2022.

Coming in second place by way of engagement is TikTok, nevertheless, solely 35% entrepreneurs share movies on the platform and 20% plan on doing so for the primary time in 2022.

Video Advertising and marketing on YouTube

YouTube has the very best utilization amongst entrepreneurs with 70% leveraging the platform. It is going to additionally see probably the most funding from video entrepreneurs in 2022. Over half the entrepreneurs who don’t use YouTube will achieve this for the primary time in 2022, in line with our survey.

Irrespective of which tactic you select to leverage to your model, it is essential to recollect an important components when creating efficient video content material, in accordance the entrepreneurs we surveyed are:

• Adequately selling your video
• Capturing viewers’ consideration within the first few seconds
• Preserving your movies brief/concise

Least Used Video Advertising and marketing Techniques

Listed below are the platforms, codecs, and ideas that appear to be dropping steam amongst entrepreneurs.

Reddit, Tumblr, Twitch, Snapchat, and Pinterest

Whereas social media performs a significant position in video advertising, not each platform ensures success. Entrepreneurs informed us Reddit, Tumblr, Twitch, Snapchat, and Pinterest haven’t supplied favorable ROI or engagement in the case of advertising movies, subsequently these platforms will doubtless see the least funding from video entrepreneurs in 2022.

Nostalgic Content material and UGC

Regardless of the resurgence of TV exhibits, movies, and music traits rooted in nostalgia, entrepreneurs say nostalgic content material constantly underperforms by way of engagement, ROI, and lead era.

We discovered comparable findings after we requested entrepreneurs about user-generated content material (UGC). Our survey discovered simply 19% of video entrepreneurs will leverage nostalgic content material in 2022 for the primary time and solely 3% will use UGC.

Display-Seize video

Display-capture movies have the bottom ROI when in comparison with different video kinds like dwell motion and animation. They’re additionally a lot much less efficient in producing leads and engagement, in line with our survey. With that mentioned, 52% of video entrepreneurs plan on leveraging screen-capture video for the primary time in 2022, and 21% plan to take a position on this video fashion greater than another.

Video content material is continuous to achieve significance as increasingly more platforms prioritize video sharing. Now that you realize what investments are working for entrepreneurs—and which are not—you may start brainstorming the very best video advertising marketing campaign that can guarantee success to your model.