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What Video Marketers Should Know in 2022, According to Wyzowl Research

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What Video Marketers Should Know in 2022, According to Wyzowl Research

It’s well established that video has been one of the breakout trends in the marketing world for the past decade.

But what’s happening in video marketing right now? And how does its growth and success stand up to the twists and turns of a global pandemic? 

At Wyzowl, we’ve released an annual State of Video Marketing survey every year since 2015, charting usage, spend, channels, and opinions among video marketers and consumers. 

We recently released our eighth State of Video Marketing report and, in light of the chaos of recent years, it’s perhaps our most fascinating set of findings yet.

Our research suggests:

  • Video remains a key priority for marketers with usage and spend both, overall, increasing in 2021, and plans to increase again in the next 12 months.
  • The pandemic continues to impact video marketing plans — but the disruption appears to be reduced compared to last year, as people adjust to a ‘new normal.’
  • People are watching more video online than ever before – in fact the amount of online video they watch has almost doubled since 2018.
  • Marketers feel more positive about the return on investment offered by video than ever, as it continues to strongly influence traffic, leads, sales, and audience understanding.
  • Consumers continue to use video as an integral part of their journey with brands, and are excited to see even more video content in the year ahead.

About the Survey

Wyzowl’s State of Video Marketing Survey is an annual report, now in its eighth iteration. Every year, we ask a range of questions — many of them the same from year-to-year — to evaluate how the video marketing landscape is changing and growing.

This time around, our survey was taken by a sample of 582 unique respondents (only around 7% of whom were Wyzowl customers) consisting of professional marketers and consumers.

The key findings …

86% of businesses use video as a marketing tool, holding steady from last year.

This is the high point in a general story of video usage growing which can be traced back to 2016 (the first time we asked this particular question in this way).

video usage in marketing over time

Also, 92% of marketers who use video say that it’s an important part of their marketing strategy.

marketers who say video is an important part of their marketing strategy

Perhaps most strikingly, 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015. This could well be attributed to greater understanding of how to use video, as well as how to track and quantify its impact. 

marketers who have reported good ROI with video

Most marketers feel that video is a great investment for lead generation. 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019.

marketers who've increased lead generation with video

81% of marketers feel that video has a direct, positive impact on sales. 

marketers who've increased sales with video

94% of marketers agree that videos have helped increase user understanding of their product or service.

marketers who've increased user understanding with video

On measuring success, most marketers (62%) consider video engagement the top metric. Views or plays were a close second (61%). 

While only 27% of video marketers consider sales as a measurement of success, 81% report that video marketing has improved their company’s bottom line — meaning that videos will have a positive impact even if the focus remains on other metrics.

what does success look like for marketers posting video?

Pandemic Impact

Unfortunately, 2021 was not the end of the pandemic – and it looks like COVID is likely to continue to make its impact felt in 2022.

So what impact is this having on the world of video marketing?

Well, 64% of marketers say the pandemic has affected their video marketing plans for 2021 and 2022. Out of these people, three-quarters said the pandemic made it more likely they would create video, and the other quarter said it made it less likely. 

But, the good news is, the pandemic’s impact on video marketing budget seems to be diminishing. 

In last year’s survey we asked marketers whether they expected their 2021 video marketing budget to be affected, and 63% said they thought it would be.

This year’s number – still high, at 50% – represents a considerable fall.

Looking Ahead

All the signs suggest that usage and spend are on course to continue their growth in 2022.

More than 99% of current video marketers told us they’ll continue using video in 2021, and two-thirds plan to increase or maintain their spend.

What’s more, from the people who told us they don’t currently use video, 79% told us they expect to start in 2022. (This is 10% higher than last year’s figure of 69% and 20% higher than the year before that.)

The net result of this is that we can all expect to see more noise and competition for audience attention in the coming 12 months. 

Of course, while oversaturation is a challenge, it isn’t an insurmountable one. It simply raises the bar in terms of content quality. Your videos will need to be well-planned, and very well-executed.

The Big Opportunities for Video Marketing in 2022

You’d be forgiven for looking at these numbers and feeling that video might be on the verge of reaching saturation point. Most of the percentage data around usage, spend, and consumer opinion are in the 80s and 90s — where they’ve held, consistently, for a number of years.

But the good news is that there still seems to be underutilized opportunities for marketers to explore video.

It’s notable that audiences continue to watch more video. Our data suggests the amount of online video watched per week, per person, has almost doubled since 2018.

average hours of online video watched per week

And what about where they watch it? Unsurprisingly, YouTube is the most widely-used platform among video marketers — used by 88%, with a considerable gap to the next widely-used.

channels video marketers plan to use in 2022

But some of the lesser-used video tactics also seem to reap real results for video marketers.

This year we asked people to tell us the purposes of the videos they’d created. 

purpose of marketing videos created

Explainer videos have seen tremendous success. As well as being the most common ‘goal’ of a marketing video, an overwhelming majority of people (96%) report watching explainer videos to learn more about a product, with 88% being swayed to make a purchase. 

The product doesn’t have to be physical, either. 78% of people say they’ve been convinced to purchase an app or piece of software because of a video.

To Sum Up

The rise of video as a marketing tool seems inexorable.

Nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness. 

In many ways, with people spending more time at home – working remotely – the demand (and consumption) of video has accelerated.

Video looks set to continue its ten-year overnight success story into the coming decade. These stats paint a picture of a media type that’s almost universally popular among both marketers and their audiences, helping achieve a number of incredibly important goals.

You can check out the full report — with plenty more data points — and get a downloadable version by visiting Wyzowl’s State of Video Marketing 2022 page.

Editor’s note: This post was originally published in January 2018 and has been updated to reflect the latest data.

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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