Video Marketing Statistics 2022

We gathered the stats below by surveying 582 unique respondents in December 2021. Our sample included both marketing professionals and online consumers. We separated these groups with a preliminary question, ensuring that respondents were only asked to answer the questions relevant to them. Our trend data is based on 8 years of asking these questions, dating back to 2015.

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Section 1: Video Marketing Usage

Video continues to be used by an overwhelming majority of businesses.

86% of businesses use video as a marketing tool.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-1
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A huge proportion of marketers (92%) continue to value video as an ‘important part’ of their marketing strategy.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-2

Why don’t some marketers use video?

23% of non-video marketers don’t use video for marketing as they lack time.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-3
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16% of non-video marketers don’t use video for marketing as they don’t know where to start with creating video.

13% of non-video marketers say they don’t use video for marketing as they don’t feel it’s needed.

10% of non-video marketers don’t use video for marketing because it’s too expensive.

7% of non-video marketers don’t use video for marketing as they say they’re unclear on the ROI of video.

5% of non-video marketers say they don’t use video because they’re unable to convince key decision-makers to use it.

However, 79% of non-video marketers say they expect to start using video as a marketing tool in 2022 (10% more than last year.)
https://www.wyzowl.com/video-marketing-statistics/#stat-1-3
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First time video marketers

18% of video marketers said they used video for the first time in 2021. (down from 24% in 2020.)
https://www.wyzowl.com/video-marketing-statistics/#stat-1-4
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Of these, 46% said this was because video had become easier to create in-house.

46% said it had become easier to convince others in the business on the value of video content.

43% said video was made necessary by new challenges, including the coronavirus pandemic.

38% said it was because it had become quicker and less time-consuming to create video.

27% said it was because video had become more affordable.

22% said they had become clearer on the ROI of video and this had given them confidence to invest.

The pandemic’s impact on video marketing

64% of marketers say their video marketing plans for 2021 and 2022 have been affected by the pandemic.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-5
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Out of these people, three-quarters said the pandemic made it more likely they would create video, and the other quarter said it made it less likely.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-5
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The pandemic’s impact on video marketing budget seems to be diminishing. 50% of marketers expect the pandemic to affect their video marketing budget for 2022 – which is high – but this is compared to 63% last year.
https://www.wyzowl.com/video-marketing-statistics/#stat-1-5
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Section 2: Types of video created

Companies create a broad range of different videos. 42% mostly use live action video, 33% primarily use animated videos and 15% mainly use screen recorded videos.
https://www.wyzowl.com/video-marketing-statistics/#stat-2-1

The most commonly created types of video are explainer videos, but video is used incredibly widely, for an ever-increasing number of goals.
https://www.wyzowl.com/video-marketing-statistics/#stat-2-2

On average, most people (40%) spend $0-500 on a typical video, with the overwhelming majority 97% spend less than $10,000.
https://www.wyzowl.com/video-marketing-statistics/#stat-2-3

Who creates videos for business?

55% of video marketers create all their own videos in-house. 12% exclusively hire other people/companies to create video for them. 32% use a mix – creating some videos in-house while outsourcing others.
https://www.wyzowl.com/video-marketing-statistics/#stat-2-4
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The low average spend coupled with high proportion of in-house video creators suggests many people have embedded quick, cheap video production into their ways of working, allowing them to work at scale.

Section 3: What does success look like?

What are marketers looking to achieve when they invest in video?

62% of people say video marketing success is determined by the engagement their videos get – including shares, likes and comments.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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61% of people say the number of views a video gets determines success.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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60% of people say leads/clicks are the main determining factor of video marketing success.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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44% of people say brand awareness and PR are their criteria for video marketing success.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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41% of people say customer engagement and retention are their primary measuring sticks for video marketing success.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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27% of people say pure, bottom line sales are their yardstick for determining whether a video is successful or not.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-1
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ROI

So what do marketers actually credit video with helping them achieve in their business?

87% of marketers say video has helped them increase traffic.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-2
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82% of marketers say video has helped them increase dwell time.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-3

94% of marketers say video has helped them increase understanding of product or service.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-4

86% of marketers say video has helped them generate leads.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-5

81% of marketers say video has helped them directly increase sales.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-6

49% of marketers say video has helped them reduced support calls.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-7

93% of marketers say video has helped them increased brand awareness.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-8

87% of marketers say video has helped them general good ROI.
https://www.wyzowl.com/video-marketing-statistics/#stat-3-9

Section 4: The customer view…

96% of people have watched an explainer video to learn more about a product or service.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-1

88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-1
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78% of people say they’ve been convinced to buy or download a piece of software or app by watching a video.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-1
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When asked how they’d most like to learn about a product or service, 73% said they’d prefer to watch a short video. This compares to 11% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 3% who’d like a sales call or demo.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-2

People watch an average of 19 hours of online video per week. (This is an increase of 1 hour per week compared to 12 months ago, and a staggering 8.5 hour increase per week across the past 4 years.)
https://www.wyzowl.com/video-marketing-statistics/#stat-4-3

In 2018, people watched an average of 1.5 hours per day of online video. Our 2022 survey shows this has risen to an average of over 2.5 hours per day.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-3
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People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles and product pages.
https://www.wyzowl.com/video-marketing-statistics/#stat-4-4

Section 5: Video marketing channels

Which channels do video marketers plan to use in 2022?

88% of video marketers plan to include YouTube in their 2022 video marketing strategy. (-1% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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68% of video marketers plan to include LinkedIn in their 2022 video marketing strategy. (+5% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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68% of video marketers plan to include Instagram video in their 2022 video marketing strategy. (+10% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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65% of video marketers plan to include Facebook in their 2022 video marketing strategy. (-5% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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46% of video marketers plan to include webinars in their 2022 video marketing strategy. (-7% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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33% of video marketers plan to include TikTok in their 2022 video marketing strategy. (+13% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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30% of video marketers plan to include InstagramTV in their 2022 video marketing strategy. (the same number as last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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29% of video marketers plan to include Twitter in their 2022 video marketing strategy. (-2% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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26% of video marketers plan to include Facebook Live in their 2022 video marketing strategy. (-2% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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17% of video marketers plan to include interactive video in their 2022 video marketing strategy. (-7% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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14% of video marketers plan to include VR in their 2022 video marketing strategy. (+2% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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10% of video marketers plan to include 360 degree video in their 2022 video marketing strategy. (-2% from last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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6% of video marketers plan to include Snapchat video in their 2022 video marketing strategy. (the same as last year)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-1
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More than 99% of people who use video for marketing say they’ll continue using video in 2021.
https://www.wyzowl.com/video-marketing-statistics/#stat-5-2

Two thirds of marketers (66%) will either increase or maintain their spend on video in 2022.
https://www.wyzowl.com/video-marketing-statistics/#stat-5-2
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88% of people would like to see more video from brands in 2022. (An increase of 3% from last year.)
https://www.wyzowl.com/video-marketing-statistics/#stat-5-2
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