Are Investing In Which Are Losing

Video Marketing on YouTube

YouTube has the highest usage among marketers with 70% leveraging the platform. It will also see the most investment from video marketers in 2022. Over half the marketers who do not use YouTube will do so for the first time in 2022, according to our survey.

No matter which tactic you choose to leverage for your brand, it’s important to remember the most important factors when creating effective video content, according the marketers we surveyed are:

  • Adequately promoting your video
  • Capturing viewers’ attention in the first few seconds
  • Keeping your videos short/concise


Least Used Video Marketing Tactics

Here are the platforms, formats, and concepts that seem to be losing steam among marketers.

Reddit, Tumblr, Twitch, Snapchat, and Pinterest

While social media plays a vital role in video marketing, not every Wuhan Mobile Phone Number platform ensures success. Marketers told us Reddit, Tumblr, Twitch, Snapchat, and Pinterest have not provided favorable ROI or engagement when it comes to marketing videos, therefore these platforms will likely see the least investment from video marketers in 2022.

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Nostalgic Content and UGC

Despite the resurgence of TV shows, films, and music trends rooted in nostalgia, marketers say nostalgic content consistently underperforms in terms of engagement, ROI, and lead generation.

We found similar findings when we asked marketers about user-generated content (UGC). Our survey found just 19% of video marketers will leverage nostalgic content in 2022 for the first time and only 3% will use UGC.

Screen-Capture video

Screen-capture videos have the lowest ROI when compared to other video styles like live action and animation. They are also much less effective in generating leads and engagement, according to our survey. With that said, 52% of video marketers plan on leveraging screen-capture video for the first time in 2022, and 21% plan to invest in this video style more than any other.

Video content is continuing to gain importance as more and more platforms prioritize video sharing. Now that you know what investments are working for marketers—and which aren’t—you can begin brainstorming the best video marketing campaign that will ensure success for your brand.

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