Video Marketing: the 2022 stats

Video is a fast-growing medium across all social media platforms. This is our round-up of the important stats that will affect how you use video within your business-to-business marketing strategy.


As a creative agency specialising in business-to-business marketing and technology marketing, video is a growing part of digiio’s output. Brands know that video is great for engaging their audiences and fantastic for storytelling.


HubSpot has found that 86% of businesses use video as a marketing tool, with two-thirds planning to increase or maintain their video marketing spend in 2022.


These are the stats that explain why – and how to do it better.


Audiences continue to consume more video. Data from HubSpot suggests the amount of online video watched per week, per person, has almost doubled since 2018 – from an average of 10.5 hours in 2018 to 19 hours in 2022.


Video is the best performing type of post on LinkedIn. For B2B marketing, LinkedIn is a really important platform. LinkedIn’s own figures show that LinkedIn users are twenty times more likely to share a video on the platform than any other type of post.


Increasingly, video is consumed on mobile devices. Smart Insights says that, across platforms, half of video views take place on a mobile device. If you’re producing video content, you need to ensure that videos and images are optimised for mobile views. This isn’t just about screen size, it’s also about adding captions so the video has impact even when playing silently.


YouTube is the second most popular website globally. Daily time spent watching video on the platform clocks in at approx. one billion hours! YouTube is also really important for SEO. Only Google enjoys more daily searches. When you are producing video content, you need to think about how you are going to optimise it so that it can be found easily by your target audiences on YouTube.


Using video on Facebook gives brands greater reach in newsfeeds. HubSpot proposes that this is probably because Facebook newsfeeds prioritise viewer engagement in their algorithm. Remarkably, recent Biteable research showed that Facebook video ads garnered 480% more clicks than an ad with a still image.


TikTok now has one billion monthly active users. The short-form video app launched in China in 2016. In 2021, it became the most popular app in the US.


On Twitter, video means better engagement. Tweets with video enjoy ten times more engagement (likes, shares, comments) than posts without video. Short, captioned videos of between six and fifteen seconds are ideal for playing in a Twitter feed.


Product videos perform well in viewer popularity ratings. Statista has found that although the most popular type of video content is music videos (liked by 51.4% of audiences) and comedy, meme or viral videos (liked by 37.1%), product videos are also high ranking in terms of reach. The next four most popular video content types are: tutorial or “how to” videos (31.3%); video live stream (30.4%); educational videos (29.8%); and product review videos (27.7%). This offers brands fantastic opportunities to create content that audiences will love.


Don’t forget to promote your video content direct to your audiences via email. Research suggests that adding “video” to an email subject line can increase your click-through rate by as much as 300 percent!


Most marketers feel that video is a brilliant investment for lead generation. The 2022 HubSpot survey found that 86% of video marketers say video has been effective for generating leads. This is up 2% from 2021 and up 5% since 2019. The survey also found that 81% of the marketers questioned said that video has had a direct, positive impact on their organisation’s sales.


Videos can help with your search engine optimisation. Websites usually see a search engine boost when video is added. That’s because video increases page quality metrics and extends the time that website visitors spend on the page. As a result, HubSpot has found that 31% of marketers use video to improve SEO.


Ready to get started?

If you’d like to speak with the digiio team about how we can work with you to create exciting B2B videos optimised for your social media platforms, please give us a call.


You can reach us on: 020 7902 1190