Author: Franz Malten Buemann

Video marketers report that it offers the highest ROI of any media format, but those who use it still face challenges with the strategy.
The HubSpot Blog Video Marketing Report surveyed 500+ video marketers and asked them about their top challenges, and we’ve compiled them in this post. Read on to learn what marketers are dealing with and how to overcome them in your strategy.

Top Video Marketing Challenges in 2022
The top five video marketing challenges are:

Lack of time to create video content.
Difficulty creating an effective video strategy.
Inadequate budget to create video content.
Difficulty with the video creation process (producing, filming, editing videos).
Lack of content ideas.

Let’s go more in-depth into each of these challenges and how you can address them if you also struggle with them.
1. Lack of time to create video content.
Marketers wear many hats and create multiple different types of content on multiple channels, so it makes sense that finding the time to balance everything can be a challenge.
As a result, it’s no surprise that lacking time to create video content is the top reported challenge for video marketers. When it comes to a lack of time, they also note that the most consuming part is pre-production, which involves coming up with ideas, writing a transcript, casting, etc.
One of the best ways to remedy a lack of time to create video content is to have an effective video strategy.
2. Difficulty creating an effective video strategy.
A video strategy can be crucial to success for video marketers. Still, those who already leverage the format say that it is the second most challenging part of video marketing.
If you’re hoping to overcome this challenge, the process for creating a video marketing strategy is similar to all others: identify your target audience, align with relevant stakeholders, create timelines and budgets, choose distribution channels, develop messaging, and decide on how you’ll track success.
Marketers say that some additional factors to consider when creating your strategy are:

How you’ll effectively promote your video content.
How you’ll capture attention in the first few seconds.
How you’ll keep your videos short and concise.

3. Inadequate budget to create video content.
A video marketing budget accounts for everything that goes into the video creation process, from storyboarding to promoting your videos to get a high ROI.
If you’re having trouble coming up with a budget, here is how marketers often break down theirs:

24% is dedicated to production,
20% is dedicated to pre-production,
20% is dedicated to post-production.

4. Difficulty with the video creation process (producing, filming, editing videos).
Our survey found the following tips from marketers when it comes to the video creation process:

Investing in your own video equipment is worthwhile in the long run, as 62% of marketers who own equipment describe the creation process as “easy.”
The most popular video editing software is Adobe Premiere Pro.
44% of marketers use an iPhone as their primary camera for video content.

Some other ways to make the video creation process run more smoothly are to create a script and prepare your shot list, organize your studio ahead of time to ensure you have everything you need, and prep talent by giving them the script ahead of time.
5. Lack of content ideas.
29% of marketers say that a lack of content ideas is a significant marketing challenge. Here are some high-quality and effective content ideas if you’re struggling with the same issue:

Content showcasing products or services has the highest ROI, according to marketers who use it.
Content showcasing your brand’s values is the second most leveraged type of content and the second most effective at generating leads and engagement.
Trendy content related to cultural moments and news stories gets significant engagement.
Relatable content is on the rise for the newest investments in 2022.

Consumers like watching videos, so meet them where they already are.
Consumers’ habits clearly show that video is a top-consumed and enjoyed media format. As a result, overcoming the common video marketing challenges will help you meet audience demand, generate engagement, and leave a lasting impression.

Short-form video is dominating the social media landscape — and many marketers want to get a piece of the action. But this leaves one important question: which video-sharing platform is worth your time, effort, and money — YouTube or TikTok?
While YouTube is the more mature platform, it’s hard to ignore the buzz around TikTok. In order to make the right decision, it’s essential to understand their unique audiences, marketing opportunities, and algorithms.

Let’s take a closer look at the key differences between YouTube and TikTok — and how to choose the right platform for your business.
YouTube vs. TikTok: A Head-to-Head Comparison
1. Demographics.
YouTube
With a global user base of more than 2 billion people, it’s safe to assume that your target audience is on YouTube. Let’s take a closer look at its user base.
YouTube holds sway with both men and women, almost in equal measure. Male users account for 53% of its population, while female users account for 46%.
The platform is also popular across different age groups. Outside of China, 77% of Gen Z, 75% of millennials, and 44% of Baby Boomers visit YouTube daily. Specifically, the 18-25 year age group commands the largest visitor base.
YouTube attracts a global audience, with more than 95% of the internet population using it. That said, India accounts for the largest audience size, followed by the United States and Indonesia.
TikTok
TikTok is known as the platform for Gen-Z — and the stats confirm it. Over half of Gen-Z consumers are on TikTok, and 46% of 13-19-year-olds say they use the platform daily.
However, TikTok is also picking up steam with other age groups. In 2021, 36% of TikTok users were between 35 and 54 years old, a 10% increase from the year before.
Unlike Youtube, TikTok’s user base skews primarily female (57% worldwide). That figure jumps to 61% for TikTok users in the US. While TikTok’s user base is increasingly diverse, there’s no denying its popularity among younger female audiences.
TikTok is a global platform available in 154 countries worldwide and in 75 different languages. The United States accounts for the largest user base (120 million users), followed by Indonesia, Brazil, and Russia.
2. Popularity.
There’s no real competition here (yet). YouTube commands an audience of over two billion monthly users — almost half of the entire internet-using population. It’s no surprise that one in five social media marketers plans to invest the most in YouTube this year, according to a recent HubSpot Blog’s report.
However, TikTok is a relatively new platform with stellar growth year-over-year. TikTok was the most downloaded app in 2019 and 2020, racking up over three billion downloads so far. It also boasts 1.2 billion monthly users, which experts predict will reach 1.5 billion by the end of 2022 — keeping YouTube on its toes.
Additionally, while TikTok doesn’t bring in the same monthly users, it certainly wins at engagement. In fact, TikTok is the most engaging of all social media apps, with an average user session of 10.85 minutes. As a result, 52% of marketers who use TikTok plan to increase their investment in 2022.
3. Content Format and Length
YouTube
Unlike other social media platforms, YouTube has become the unofficial home for long-form content. For instance, you’ve likely stumbled upon a 30-minute workout video or even a 2-hour podcast on YouTube.
However, it’s impossible to deny the popularity of short-form video content. In fact, 31% of marketers are currently leveraging short-form video, and 29% plan to leverage it for the first time this year.
In response, YouTube launched Shorts — enabling users to create 15-second videos with musical overlays. This also allows video marketers to play with different content types on the same platform.
TikTok
To put it plainly, TikTok is a short-form powerhouse. In fact, the app has become synonymous with fun, “snackable” content that attracts Gen-Z and millennial audiences.

Why does this matter? Short-form video is the most popular and effective social media format in 2022. So much so that 50% of social media marketers plan to leverage short-form video for the first time this year, and 95% of those who already use it will increase or maintain their investment.
Initially, TikTok videos could only be 15-seconds long. However, the app has extended the limit to 60 seconds. For marketers, this means more wiggle room to play around with video concepts. However, this only applies to videos recorded natively on the app.
4. Ad Formats
YouTube
YouTube ads are powered by Google. You have several ad formats to choose from, including:

Discover ads — ads that appear on the YouTube homepage or search results pages.
TrueView ads — also known as skippable ads, these are ads that play before a video.
Non-skippable ads — ads that appear before, in the middle, or after a video.
Bumper ads — 6-second ads that play before a video.
Overlay ads — banner ads that appear at the bottom of a video.

YouTube offers a lot of flexibility for marketers to experiment with different ad formats. For example, you can opt for a quick, 6-second ad at the beginning of a video or a 30-second non-skippable ad in the middle of a video.
TikTok
Despite its “newness,” TikTok has become a viable option for brands willing to get creative with their digital marketing. So much so, it launched TikTok for Business in 2021, allowing marketers to create and manage ad campaigns on the platform.
Additionally, there are different ways to advertise on the platform, including:

TopView — ads that appear at the top of their feed immediately after opening the app.
In-Feed Ads — ads that appear on a user’s discovery page.
Branded Hashtags — a hashtag that businesses promote in hopes of inspiring TikTokers to create content around it.
Brand Takeovers — an ad format that can include TopView, In-Feed, and Branded Hashtags all at once. They can also be videos, gifs, or still images.

As we’ll discuss later, each ad format on TikTok has a different price tag — so even if you have a smaller budget, you can play your cards right with a solid strategy.
5. Ad Costs
YouTube
YouTube follows a cost-per-view pricing model. Each view can cost between $0.10 and $0.30, depending on your industry and target keywords. You only pay when a user takes action — such as watching the entirety of your ad or clicking on a call-to-action.
You can spend as little or as much as you want. However, most businesses invest $10 or more a day to run an advertising campaign on YouTube. If you set a daily budget, Google will only charge you up until that amount, making YouTube ads a relatively safe investment.
TikTok
If you decide to advertise on TikTok, you can select a daily or lifetime budget that can be adjusted at any point during your campaign. However, at the campaign level, you must have a minimum daily and total budget of $50. For an ad group level, your budget must exceed $20 daily.
It’s also important to note that TikTok doesn’t use cost-per-click as a metric. Instead, it uses cost-per-mille (CPM), which means cost per 1000 views. TikTok ads start at $10 per CPM, so it’s possible to make an impact at a relatively low cost.
Which platform is right for your business?
One final question remains — which platform is better for my business? Ultimately, the answer hinges on several factors.
First, who is your target audience? As you can see, both YouTube and TikTok boast diverse audiences, but TikTok commands a younger, predominantly female audience. YouTube, on the other hand, is popular across multiple age groups. To state the obvious, you should prioritize the platform that will reach your audience.
Second, what type of content do you want to make? Does it lend itself more to lighthearted, snappy videos or longer, more in-depth ones? Is 15 seconds long enough to convey your message, or do you need more time?
Lastly, it’s important to consider your budget. YouTube offers more flexibility in choosing a daily budget. And, since it follows a cost-per-view pricing model, you only pay when a user takes action. To run a campaign on TikTok, you must commit to a daily budget of $50, which quickly adds up.
With these questions in mind, you have a better idea of which platform is right for your business. But remember, marketing is all about experimentation. You don’t need to commit to one platform right away — in fact, it may be useful to run side experiments on both to see what results you get.

Instagram is an incredibly popular social media app for teens — in fact, roughly 41% of U.S. teens use Instagram as of January 2021.
But the app can be a tricky platform for teens since it inherently fosters social comparison. In fact, Meta reports one in three teen girls say Instagram makes their body image worse.
Additionally, teens who are unsatisfied with their lives are more negatively impacted by Instagram.
Fortunately, Instagram’s team aims to change that, in part with a new nudge feature. Let’s dive into what this new feature does, and what it could mean for marketers.

How Instagram’s New Nudge Feature Works
Research has found social media digital nudges can help people become more reflective of their social media usage, potentially decrease their time on the apps, and make their overall experience more pleasant.
One study found 58% of respondents say nudges make their social media experience better by helping them become more mindful of their time on platforms like Instagram.
Instagram’s new nudge feature for teens aims to leverage this powerful research by making it more difficult for teens to dive too deeply into certain potentially unhealthy topics — like teen girls consistently comparing themselves to the same three influencers.
If a teen spends too long on Instagram’s Explore page perusing posts with a particular theme, the platform will display a notification with suggestions for other types of posts. This works in two ways:

Helps teens discover new topics beyond their current interests
Encourages teens to pause and assess whether they want to continue looking at the type of content they’re currently seeking out

As Instagram puts it, “This nudge is designed to encourage teens to discover something new and excludes certain topics that may be associated with appearance comparison.”

Instagram has taken other steps to encourage positive teen behavior when it comes to their platform, including the launch of another feature, Take A Break, which is a reminder that pops up after a teen has spent a considerable amount of time on the platform, as well as tips for what they can do instead.
The nudge feature is a positive step in the right direction for reducing the time teens spend perusing unhelpful content, and reminding teens to stay mindful of what they consume on the app.
It’s important to note, the feature works no matter what type of content teens are scrolling. As Instagram spokesperson Liza Crenshaw explained to The Verge, “The notification shows up after scrolling on any topic for a number of consecutive posts. But, what we include in the recommendations of what to switch to excludes content that may be associated with appearance comparison.”
If you’re a content creator or marketer whose target audience includes teens, then this could impact how much time teens spend on your posts — but the more you aim to create healthy, uplifting content for teens, the more likely teens are to mindfully return to your content.
Consider, for instance, @laurajaneillustrations, an Instagram account filled with “content to make you feel GOOD about yourself”, like the one below:

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Laura Jane Jones (@laurajaneillustrations)

There are plenty of influencers, non-profits, and brands that create inspiring, positive, helpful content, and these are the brands that will be best-suited for these digital nudges. Dosomething.org, for instance, has an Instagram account filled with inspiring content on how young people across the world can make a social impact.
Nike is another brand that focuses on powerful, uplifting messages on Instagram, and regularly showcases a diverse range of athletes on the company’s profile.

Instagram aims to support young creators in this venture by creating an Expert Steering Committee, which will be a panel made up of child psychology and digital literacy experts who will provide evidence-based ways for creators to use language that supports teen’s emotional well-being and self image.
More likely than not, your business won’t be too impacted by this new feature. The nudge feature will focus on reminding teens to look elsewhere when they’ve spent exuberant amounts of time on one type of content. It’s a healthy step towards reducing the time some teens might spend on appearance-based content.
Ultimately, if your brand focuses on creating positive, diverse content for your audience, then you shouldn’t be too affected by the nudge feature.

One of the biggest reasons why email marketing is so effective is that everyone has an email address and checks their inbox consistently. On average, Americans check their personal email two hours a day and work email three hours a day.  There are various types of emails out there – promo emails, newsletters, content-related emails,…
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