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The Best Video Marketing Channels to Grow Your Brand in 2022

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The Best Video Marketing Channels to Grow Your Brand in 2022

Video marketing isn’t “quick.” On average, it takes 2 weeks to create a video from start to finish.

To get the most traction out of your work, it’s essential to pick the best video marketing channels to leverage. However, since most social media channels are pivoting to video, it’s hard to know which ones are worth your time.

Here, we’ll list the best video marketing channels for your long-form, short-form, and live videos — based on ROI, engagement, and lead generation.

Best Channels for Long-Form Video

1. YouTube

In the social media sphere, YouTube feels like a steady ship in choppy water. In fact, it’s nearly impossible to talk about video marketing without mentioning the behemoth that is YouTube.

Launched more than a decade ago, YouTube has kept a competitive edge against new players in the field, like TikTok and Instagram. But it’s not just an entertainment hub — it’s a powerful marketing tool.

According to a HubSpot Blogs report of 500+ video marketers, almost half (48%) of marketers plan to increase their investment in YouTube this year.

YouTube: best video marketing channel in 2022

Participants also ranked YouTube as the second best platform for ROI. While many marketers find success on YouTube for different reasons, its large user base (2.6 billion active users, to be exact) and advanced ad targeting certainly help.

If you’re looking for the best place to host your long-form videos — like product demos, Q&As, behind-the-scenes content, and more – YouTube may fit the bill.

Check out this article to see how brands are getting creative on YouTube in 2022, plus this guide on YouTube marketing 101.

2. Instagram Video

Video marketing is no small feat — it’s an investment in time, money, and effort. So if you’re looking to get the most bang for your buck, here’s one stat you need to know: 65% of video marketers say Instagram has the best ROI of any other platform.

Here’s more good news: 64% of video marketers say Instagram also has the best engagement and lead generation out of any other social platform. 

Instagram: best video marketing channel in 2022

All this to say, if you’re looking to engage with your audience, build a community, and nurture brand loyalty with video, Instagram deserves a chance on your marketing roster.

Best Channels for Short-Form Video

1. TikTok

Since launching in 2016, TikTok has seen a meteoric rise, cementing itself as a powerhouse for short-form video while keeping more mature platforms, like YouTube and Facebook, on its toes.

Despite its popularity, some marketers initially dismissed TikTok as a platform for lighthearted dancing and lip-synching — and nothing more. But in 2022, things have changed.

According to a 2022 HubSpot Blogs report of 500+ video marketers, participants ranked short-form videos as the most engaging and effective type of content today — and TikTok is their platform of choice. In fact, 54% of marketers plan to increase their investment in TikTok this year.

When it comes to engagement, TikTok secures third place behind YouTube and Instagram — which is impressive considering its relative “newness.” Also impressive: the average user session on TikTok is 10.85 minutes — far exceeding any other social platform. In short, users are engaged.

TikTok: best video marketing channel in 2022

TikTok also falls into third place for ROI, closely trailing YouTube and Instagram.

Despite its quirkiness, TikTok has become a viable marketing option for those willing to get creative — and these stats prove it. To learn more about TikTok marketing, check out this helpful guide.

2. IG Reels

Instagram’s answer to TikTok is here, and it’s called Reels. Reels are short videos that users can film, edit, and share on the app.

While you can create short-form content on a number of platforms, Reels has one major advantage: its discoverability. They appear on the platform in various places, from the Explore page to a user’s feed.

Since Reels are heavily promoted on the platform, the feature is almost unavoidable — sometimes to the chagrin of users. In fact, 91% of active Instagram users say they watch videos on Instagram at least once a week.

Instagram Reels: best video marketing channel in 2022

For marketers, Instagram is a great option if you want to play with multiple content formats — like carousels, Reels, Lives, and Stories — while capturing the attention of an already engaged audience.

Best Channels for Live Video

1. YouTube Live

With its massive user base, reach, and diverse audience, YouTube Live is an appealing option for your streaming needs.

It’s also a great time to get started: YouTube is currently expanding its live stream features, including Super Chats and Super Stickers, membership gifting, and more. These features enable greater engagement with your audience and additional monetization avenues.

YouTube also provides powerful analytics on live videos. Check real-time analytics like concurrent viewers, likes, and chat rates, as well as post-stream stats like new subscribers, total watch time, and more.

2. Instagram Live

Did you know Instagram captures 13% of all live stream viewers on social media? 

With Instagram Live, you can stream from anywhere — and invite guests to join your stream. There’s plenty of opportunity for engagement: viewers can send emojis, write comments, and send donation badges.

Additionally, when you go live on Instagram, your followers receive a notification to tune in so your stream won’t get lost in the crowd — which is more likely to happen on YouTube or Twitch.

3. Facebook Live

Like YouTube, Facebook boasts a massive audience spanning multiple age groups, although Millennials take up the largest share.

Facebook Live is an excellent option if you’re already active on the platform and have a healthy following. But if you’re still growing an audience, fear not — you can go live from a personal profile, page, or even a group.

With Facebook Live, you can edit previously recorded streams, chat with users using the live chat feature, and schedule your streams in advance. However, keep in mind that Facebook limits your stream length, and your monetization options aren’t as robust as other platforms.

But what about Twitch?

It feels odd to exclude Twitch from a conversation about live streaming. That said, marketers report low engagement and ROI on the platform, and only 10% of marketers plan to leverage Twitch for the first time this year. Additionally, Twitch is highly saturated with gamers – so if that’s outside your niche, it’s worth exploring other options.

Back to You

It takes time, money, and energy to create videos — making it imperative to find the best home for your content. Start by defining your goals — such as lead generation, engagement, or brand awareness. Once you nail down your goals, it’s easier to pick the platform that can achieve them.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 



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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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