The State of Video Marketing in 2022

How uncertain economic times are impacting video marketing spend and behavior.

The State of Video Marketing in 2022

What’s going on with Video Marketing in 2022? How are businesses using video, where are they making their investments and how does this impact the overall market?

It’s time to release the results of our annual consumer study aimed at global businesses and how they use and spend on online video. For this study, we spent the last 6 months surveying video marketers, digital technologists and business owners about their plans for video in 2022. With the world economy uncertain and businesses carefully making decisions on where to spend, this report is a timely benchmark on the world of online video software.

A lot has changed since 2019 and if you’ve been following 50Wheel we have been providing data and trends on how the market has been evolving to adapt to the new world we live in. In 2020, the online video market exploded as people were sheltered inside and looking for any means to communicate and video just happened to be the star of the show. In 2021, we saw video software growth soften slightly as the population returned to their new version of normal daily lives.

In 2022, the fittest survive and the market will again be tested as the world faces economic decline and a new war on the truth, information and attacks on media. Audiences are shifting to new platforms and consuming content in new ways and formats.

Whether you are a consumer, a vendor or both, this report will provide data on the state of online video and video marketing 2022.

Study details: This study was conducted exclusively by 50Wheel during the months of January and June 2022. Data presented in this article was obtained by survey that received 1,418 responses.

Video Library Size

Most businesses will manage a library of less than 10 videos in 2022.

71% of businesses reported they manage no more than 10 videos in their library at any given time. 12% of businesses reported that they manage a library of 250+ videos any anytime.

Responses

71% of businesses have video libraries of less than 10 videos
12% of businesses have video libraries of more than 250+ videos

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

Most businesses operate with smaller video library sizes due to a number of reasons, most glaring budget, which is addressed in this report. Further breaking down the results: 4% of businesses manage libraries of 100-200 video assets, 7% manage libraries of 10-50 videos and 6% manage libraries of 50-100 videos.

Viewing Destinations

About 60% of all business video viewing happens on YouTube.

60% of businesses have reported that their videos are primarily viewed on YouTube. 26% of businesses shared that Tikok and Instagram are the primary destinations for video viewing.

Responses

YouTube 60%
Business Website 13%

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

Only 13% of businesses report that video viewership on their website is the primary video viewing destination. Instagram video viewing is around 26% and shockingly Facebook is only 4%.  In the survey we asked participants if they shared video on LinkedIn or saw viewership there. Surprisingly, below 1% of video viewing takes place on LinkedIn.

Video Software

Nothing beats “Free.” 62% of businesses use free video software.

62% of businesses use free video hosting as their primary means of video marketing. Free video hosting includes services such as YouTube, Vimeo, Facebook and other online video sharing services. Video creation and editing are the second most popular types of software video marketers are using, with 18% of businesses spending budget on this software category.

Responses

Free video hosting (YouTube, Vimeo, etc.)
Video creation & editing software

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

15% of businesses use screen and video capture software. This category consists of web cam and desktop recording application. Interesting, businesses are investing resources in enriching content with interactive video, 7% of business are using interactive video software. In 2022 the post-production and video collaboration software category increased in popularity amongst non-media businesses. 7% of businesses report that they use post-production and editing collaboration software in their video production process. Surprisingly only 6% of businesses use premium video hosting software. 5% of businesses use live streaming software as a core part of their video marketing technology stack.

Video Performance

How do businesses measure the success of their online videos in 2022?

61% of businesses say that they measure the impact of online video by the simple metric of the number of views or “plays” the video receives. In 2022, social media plays a big factor in video marketing success, with 24% of businesses reporting that they measure video performance based on the number of comments, retweets, subscribers generated and video shares.

Responses

By the number of views the video gets 61%
By the number of comments, retweets, subscribers generated, or share of a video 24%
By the amount of advertising revenue the video makes 15%

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

15% of businesses report that they measure the success of a video based on the amount of subscription revenue that video gets. In this context subscription would be mean video on OTT streaming and paywall gated video experiences. Digital marketers in the B2B space are converting viewers into sales leads with their videos, with 15% of businesses reporting that they measure a video’s success based on how many leads it generates for the business. Video advertising has grown in 2022 and 13% of businesses report that video ads are their primary measurement of success.

Video Budget

How much will businesses spend on video product and video marketing software in 2022?

83% of businesses say that they will spend less than $50,000 USD on video production, software and related costs in 2022. The remaining 17% of businesses say they will spend upwards of $250,000 USD in 2022.

Responses

Less than $50,000 USD 83%
More than $50,000 USD 17%

Source: The State of Video Marketing, 50Wheel 2022.

What are businesses spending their video marketing budget on?

37% of businesses are spending their budget on video software and related technology. This includes technology such as video editing, streaming and hosting software. 32% of businesses spend most of their budget on video production education and classes. You can’t make video without video gear and it’s no surprise that 18% of businesses spend a bulk of their budget on video gear and hardware. 13% of businesses report that they spend their budget to outsource video production to a third party.

Industries & Demographics

Which industries and business lines are using online video and video marketing in 2022?

16% of businesses included in our research reported that they are operating in the Educational space. This consists of K12, Higher Education and Online Education. 9% of businesses operate as Non-Profits. It’s no surprise that 8% of businesses included in the research operate in the Real Estate industry.

Responses

Education 16%
Non Profit 9%
Real Estate 8%

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

There is a wide variety of businesses represented in the research. Surprisingly the Technology sector came in below 1%. See the complete breakdown below:

  • Aerospace 6.6%
  • Hospitality 6.6%
  • Healthcare 1.3%
  • Retail 3.9%
  • Education 15.8%
  • Banking & Financial 2.6%
  • Civil & Government 2.6%
  • Insurance 1.3%
  • Manufacturing 1.3%
  • Marketing & Advertising 3.9%
  • Real Estate 7.9%
  • Technology & Software 0.1%
  • Non-profit 9.2%
  • Food & Beverage 2.6%
  • Other 34.2%

Video Plans in 2022

How will businesses adapt and change to expansion of audience growth and engagement in 2022?

47% of businesses say that they will increase investment in online video software. Another 25% of businesses say that they will not only increase investment but also expand usage of online video across their organizations in general.

Responses

Increase investment in online video 47%
Cutting back on online video investment 29%

Source: The State of Video Marketing, 50Wheel 2022.

The breakdown

7% of businesses report that they are hiring more employees focused on video in 2022, despite turbulent economic conditions. 13% of businesses plan to purchase new video software in 2022. With all that said, 29% of businesses reported that they will be cutting back on their video marketing budgets in 2022. Budget cutbacks are, in most cases, related to the current unpredictable environment.

50Wheel is the world's leading website for video strategy and marketing technologies. Browse hundreds of software tools, guides and get strategy advice.

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