Wistia’s annual report examines video advertising developments and finest practices shaping SMB companies’ video content material methods
Wistia, a number one video advertising platform for B2B companies, at this time launched its annual State of Video report, which discovered that greater than 14.6 billion minutes value of movies have been watched in 2021. The 2022 State of Video Report was created by analyzing person knowledge from the Wistia platform, together with greater than 42 million movies uploaded to the platform between 2019 and 2021 throughout greater than 330,000 accounts, in addition to practically 700 responses to an in-depth buyer survey. This yr’s report additionally exhibits minutes of video watched elevated 121% since 2019 and offers actionable insights for small and medium-sized advertising groups to make finest use of their video manufacturing spend.
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People are consuming much more video content material than in years previous
At the onset of the pandemic in 2020, shoppers have been watching extra movies than ever earlier than as they spent prolonged durations of time at house. In 2021, because the world opened up and employment charges rose, shoppers managed to look at much more video content material, with the period of time spent watching movies rising 20% from 2020. Further, the annual quantity of video performs continues to go up yearly and elevated 77% from 2019 to 2021.
While the variety of whole movies uploaded to Wistia in 2021 fell barely from 2020, whole uploads to Wistia rose by 73% when in comparison with 2019. Time spent watching movies in 2021 peaked in February and March at 1.3 billion and 1.4 billion minutes, respectively, corresponding to minutes watched in April and May 2020 in the course of the first surge of the COVID-19 pandemic. As journey opened up in the course of the 2021 summer season months, video consumption leveled off at 21% from March’s price, bottoming in July with 1.1 billion minutes seen.
Brands are spending their 2022 {dollars} creating much more video content material
According to a brand new Wistia survey of practically 700 clients, included within the State of Video Report for the primary time this yr, respondents overwhelmingly shared their plans to double down on video in 2022. Fifty-five % of manufacturers are planning to extend their video funds by 5% or extra this yr, and the vast majority of manufacturers (72%) are hoping to discover new varieties of movies altogether. In reality, 32% of Wistia clients are planning to create their very own unique branded collection in 2022.
“With 74% of manufacturers saying their greatest impediment to creating extra video content material was merely lack of time, we anticipate advertising and video groups will proceed to broaden in 2022 so manufacturers can maintain experimenting with movies to achieve their goal audiences with participating content material,” stated Dan Mills, VP of Marketing at Wistia. “Consumer urge for food for video continues to extend. In reality, creation of movies lasting half-hour or extra elevated 27% from 2020 to 2021. Brands are in search of various kinds of video to supply, from unique, branded content material, to product movies, and buyer case research. With knowledge displaying viewers eat and work together with various kinds of video in distinct methods, entrepreneurs have extra instruments than ever earlier than to create video content material that matches their model’s particular wants.”
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https://martechseries.com/video/video-marketing/video-consumption-increased-121-since-2019-per-wistia-is-state-of-video-report/
