Category: Marketing Automation

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Duplicate data is the bane of spreadsheet solutions, especially at scale. Given the volume and variety of data now entered by teams, it’s possible that duplicate data in tools like Google Sheets may be relevant and necessary, or it could be a frustrating distraction from the primary purpose of spreadsheet efforts.

The potential problem raises a good question: How do you highlight duplicates in Google Sheets?
We’ve got you covered with a step-by-step look at how to highlight duplicates in Google Sheets, complete with images to make sure you’re on the right track when it comes to de-duplicating your data.

Highlighting Duplicate Data in Google Sheets
Google Sheets is a free, cloud-based alternative to proprietary spreadsheet programs and — no surprise, since it’s Google we’re dealing with — offers a host of great features to help streamline data entry, formatting, and calculations.

Google Sheets has all the familiar functions: File, Edit, View, Format, Data, Tools, etc. and makes it easy to quickly enter your data, add formulas for calculations, and discover key relationships. What Sheets doesn’t have, however, is an easy way to find and highlight duplicates.
While other spreadsheet tools, such as Excel, have built-in conditional formatting tools that can pinpoint duplicate data in your sheet, Google’s solution requires a little more manual effort.
Step-by-Step: How to Highlight Duplicates in Google Sheets (With Pictures)
So how do you automatically highlight duplicates in Google Sheets? While there’s no built-in tool for this purpose, you can leverage some built-in functions to highlight duplicate data.
Here’s a step-by-step guide:
Step 1: Open your spreadsheet.
Step 2: Highlight the data you want to check.
Step 3: Under “Format”, select “Conditional Formatting.”
Step 4: Select “Custom formula is.”
Step 5: Enter the custom duplicate checking formula.
Step 6: Click “Done” to see the results.
Step 1: Open your spreadsheet.
First, head to Google Sheets and open the spreadsheet you want to check for duplicate data.

Step 2: Highlight the data you want to check.
Next, left-click and drag your cursor over the data you want to check to highlight it.

Step 3: Under “Format”, select “Conditional Formatting.”
Now, head to “Format” in the top menu row and select “Conditional Formatting”. You may get a notification that says “cell is not empty” — if so, click on it, and you should see this:

Step 4: Select “Custom formula is.”
Next, we need to create a custom formula. Under “Format cells if”, select the drop-down menu and scroll down to “Custom formula is”.

Step 5: Enter the custom duplicate checking formula.
To search for duplicate data, we need to enter the custom duplicate checking formula, which for our column of data looks like this:
=COUNTIF(A:A,A1)>1
This formula searches for any text string that appears more than once in our selected data set, and by default will highlight it in green. If you prefer a different color, click on the small paint pot icon in the formatting style bar and select the color you prefer.

Step 6: Click “Done” to see the results.
And voilà — we’ve highlighted the duplicate data in Google Sheets.

How to Highlight Duplicates in Multiple Rows and Columns
If you’ve got a larger data set to check, it’s also possible to highlight data duplicates in multiple columns or rows.
This starts the same way as the duplicate checking process above — the only difference is that you change the data range to include all the cells you want to compare.
In practice, this means entering an expanded data range in the Conditional format rules menu and the custom format box. Let’s use the example above as a starting point, but instead of just searching column A for duplicates, we’re going to search across three columns: A, B, and C, and also across rows 1-10.

When we enter our conditional format rules, Apply to Range becomes A1:C10 and our custom formula becomes:
=COUNTIF($A$2:G,Indirect(Address(Row(),Column(),)))>1
This will highlight all duplicates across all three columns and all 10 rows, making it easy to spot data doppelgangers:

Dealing With Duplicates in Duplicates in Google Sheets
Can you highlight duplicates in Google Sheets? Absolutely. While the process takes more effort than some other spreadsheet solutions, it’s easy to replicate once you’ve done it once or twice, and once you’re comfortable with the process you can scale up to find duplicates across rows, columns, and even much larger data sets.

It’s hard to overstate the importance of having a quality website for nonprofit organizations. All of an organization’s outreach, marketing, and ads need to drive an audience to take action like donating, finding out about services, or signing up for information.
An effective website allows these actions to happen quickly and seamlessly, making the path to conversion for any of these actions feel effortless.
On the other hand, subpar websites actually distract audiences from the goals you want them to accomplish, confusing visitors with navigation that obscures the most relevant information or overloading them with too many calls-to-action.
As digital marketing experts, we have a basic process we use as a guide when we start new nonprofit website projects, ensuring that the end product is clear, easy-to-use, and ultimately, effective.
Let’s dive in.

The 6 Phases of a Successful Nonprofit Website Project
1. Discovery
During the discovery phase, your project team will define its goals and understand existing strengths, opportunities for growth, and audiences.
Identify Your Goals
The first step in building a better website is recognizing that you need one, and determining goals for redesign efforts. Sometimes you can look at data to determine if your current site is meeting your expectations.
Understand Audiences
Tools such as Google Analytics can help you determine which actions or content are getting more or less traction with audiences to optimize accordingly. Implementing audience surveys can also provide insight into what parts of your website may be resonating better or worse with your key groups.
Evaluate Content
Sometimes the issue may have to do with the visual presentation of your brand elements –– your site may just need a general facelift or improved accessibility. Marketing agencies can help audit and review your current site in more detail to provide you with specific recommendations to guide and prioritize your goals for your new website.
Site Audit
In a full site redesign, research may be required as a first step to inform strategy and design. This might involve doing an in-depth audit of all of the existing content for your current site, as well as research and documentation about any other technical platforms (like CRM systems or fundraising platforms at your organization). This also might entail doing deeper research into your audience groups and mapping their specific needs at various stages of their journey interacting with your organization.
SEO Audit
An SEO audit is an important step to capture insights for your site rebuild, ensuring audiences can easily find it via search. An SEO audit involves taking an in-depth analysis of all the factors that affect a website’s visibility in search engines. Doing this audit gives complete insights into the website, overall traffic, and individual pages in regards to site health and overall domain authority.
Here are just a few things to consider during an SEO audit:

Does your site support a breadcrumb structure?
Does your navigation make sense?
Is it easy for users to find important and relevant content on your site?
Does the content reach the right audience and target important keywords?
Is there correct metadata throughout the site? Title tags?
Are there server errors on your site?

While these may seem like simple and mundane tasks, they are crucial steps in ensuring your site and brand increase organic visibility. Overall, completing this task can help assure that you are reaching your traffic goals and can make any changes necessary in the website redesign.
2. Strategy
Once your discovery is complete, you can move to your strategy phase. Here, you and your team will dive into planning how all of your content, including copy, images, videos, and any other assets, will be presented across the new website.
Content Strategy
Once you have a handle on who your audiences are, and how you’d like them to engage with your information, you can dive into your content strategy — or the way you’ll organize and develop content for visitors to engage with on your site. This might include revising your site map (otherwise known as a list of pages in a hierarchical order for your website), and navigation so content that’s relevant to a particular audience is grouped together, and in a way that will make it easy for them to find the right piece of content at the right point of their journey.
During your content strategy exploration, considering all stages of an audience’s user journey is critical. How are people new to your site engaging, and how can you make life easier for return visitors?
As a nonprofit, you’ll want to share different pieces of your story with new versus existing supporters — for instance, with new visitors, you can share background on your nonprofit, and with existing supporters, you can show them the impact and results of your nonprofit so they can see how their contributions matter.
Information Architecture
Once the overall content strategy is in place, you can start to solidify the role, or story, each individual page will play. Bringing the most important messages to the top, and allowing for less urgent pieces to cascade down the page, builds your loose information architecture that will help UXers and designers bring your story to life.
3. UX and Design
As you move into your user experience (UX) and design phase, you’ll bring all of your discovery and strategy to life with visuals. By keeping your audiences top of mind during this phase, you’ll be able to meet their needs in the most effective way possible.
User experience (UX) design comes next, often in the form of prototypes or wireframes, to provide visual structure for each page. Sometimes these wireframes also include notional copy, which are brief bits of text to indicate things like ‘Headline about our giving program goes here.’ This can be helpful to guide later copywriting efforts for site content.
Things get more interesting and fun as the new website’s visual and creative direction gets established. Designers can recommend a new visual approach to your brand elements, colors, fonts, and other style elements. When approved, this visual approach gets applied to page designs and layouts to arrive at finalized page designs.
4. Implementation
In your implementation phase, you’ll notice that the development processes vary a bit depending on the platform. As you and your team work through implementing your work, you’ll make some decisions that’ll impact how easy your site will be to maintain (through no/low-code platforms versus code-driven products).
Designs, requirements, specifications, and copy come together with development efforts to bring a new website to life. Today, organizations have a lot of great options to consider: No-code platforms such as Squarespace or Wix can make many parts of the development process so simple that developers aren’t needed and maintenance costs are greatly reduced, at the cost of some flexibility about what types of technical integrations they can work well with and how much customization can occur. 
Some solutions such as Hubspot’s CMS are tailored for HubSpot’s CRM tools and offer an out-of-the-box solution for organizations that want a powerful but easy-to-use interface. HubSpot offers more than two dozen themes for nonprofits to choose from, making customization and a sleek design and user experience available within minutes.
More development-intensive platforms like WordPress come with higher investment needed in the building process and long-term maintenance costs for things like plugins and hosting, but offer endless opportunities to realize a custom website vision.

5. Quality Assurance Testing
Once final content is entered or migrated into your new site, and an approach to blog posts and SEO considerations have been addressed, quality assurance (QA) testing can happen.
QA testing can check that the site presents well across all devices, meets accessibility standards, is optimized for speed, and is functioning according to requirements.
6. Accessibility
Creating a website that’s not only functional and well-organized but also accessible to all is becoming the standard. As nonprofit organizations, it’s even more important to be catering to all audiences, especially those you may be serving.
Remember that accessibility means accommodating for all disabilities, not just ones that are readily apparent. Over 13% of the U.S. population has a visual impairment. Making the mindful shift to ensuring your site is accessible consists of small changes, like using proper colors, H1/H2 tagging for screen readers, and providing alt text on all images and graphics. Checking these boxes goes a long way in helping everyone have a positive experience on your site.
Once your QA testing is complete, including your accessibility checks, you can make changes and find solutions, and then the site is ready for final approval to release.
Regardless of your platform, there are a few details (that are often forgotten) to always keep in mind.
Here are a few examples of great no-code and low-code nonprofit websites.
No-Code Nonprofit Website Examples
1. 50 States, 50 Grants
 It Gets Better: 50 States. 50 Grants. 5000 voices campaign was built using webflow. Although built on a template, the website still has great movement and engagement, and portrays a more custom website.
Issue Area: LGBTQIA+
Website Platform: Webflow
Website: https://www.50states50grants.com/ 
2. RiseUP Marketing Fellowship
RiseUP Marketing Fellowship is a purpose-driven marketing fellowship that works to increase diversity, access, and tangible social impact across the marketing and advertising industries.
Issue Area: Employment
Website Platform: Squarespace
Website: https://www.riseupfellows.com/
Code-driven Nonprofit Website Examples
1. OPS
OPS inspires, empowers, and connects a global community using high-impact films and visual storytelling to expose the most critical issues facing our planet.
Issue Area: Environment
Website Platform: WordPress
Website: https://www.opsociety.org/
2. Outward Bound USA
Outward Bound USA is the leading provider of outdoor education programs that allows young people to explore their personal potential, since 1962.
Issue Area: Education
Website Platform: WordPress
Website: https://www.outwardbound.org/
3. The Gerson Mission
The Gerson Institute’s mission is anchored in the education of food as medicine, reducing toxic exposure and creating a healthier world where Gerson Therapy is not just a viable option, but a pillar of treating chronic illness.
Issue Area: Health
Website Platform: WordPress
Website: https://gerson.org/
Common Nonprofit Website Pitfalls
1. Tracking and Conversions
All too often, organizations forget to transfer and/or set up their tracking on a new website. At the very least, make sure your Google Tag Manager and Google Analytics are published when the website is released.
Chances are with most website rebuilds, elements and forms on the website have shifted. Buttons may have changed colors or placements and new pages may have been added. Any custom event or conversion tracking on your existing website will need to be recreated for the next website so that you don’t lose out on any of your tracking.
There’s nothing worse than realizing a pixel isn’t firing correctly mid-campaign. Make sure you take the time to QA your site, test forms and buttons, and run reports the second the website is live.
2. SEO
Every company needs a strong marketing strategy, even nonprofits! However, most nonprofits don’t know or haven’t considered investing in search engine optimization (SEO) even though it can have one of the highest returns on investment.
How do you expect your supporters, volunteers, and advocates to find you if you don’t invest in your SEO and content strategy? Roughly, 53% of individuals say they always do research before they buy something to ensure they are making the best possible choice. This is no different for nonprofits.
Strong SEO is more vital for nonprofits than ever with the accelerated digital transformation due to COVID and the overall political climate within the United States. Many Americans are looking for ways to support organizations of specific social issues — highlighting the greater need for strong SEO.
3. Accessibility
According to the World Health Organization, one billion people — approximately 15% of the world’s population — live with some form of disability. And, roughly 75% of Americans with disabilities report using the internet on a daily basis.
It’s important to keep in mind accessibility in web design is best when planned ahead, but can be remedied in meaningful ways at any stage in a website’s lifecycle.
As mentioned above, there are small changes that can go a long way in helping everyone engage with your website, but a few of the most critical are as follows:

Ensure the colors of your text/backgrounds are friendly for those experiencing visual disabilities, including color blindness
When available, draft specific copy for alt texts on images and graphics to verbally describe what someone else would see

This also helps with folks who use screen readers, having a voice to describe what they’re seeing adds context and color to their experience online

Using the tab key to navigate your site to see how folks who are unable to mouse around will engage with your content can illuminate any areas where more work may need to be done.
And lastly, checking for discrepancies between a mobile and desktop experience can be a great last pass to ensure you’re up to par with accessibility needs

Ultimately, a website redesign isn’t easy, but it’s a smart and lucrative business decision when it comes to helping your nonprofit reach new audiences and increase impact. A strong website is critical for any brand, but particularly vital for nonprofits that are goaled on reaching and inspiring interested audiences.

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Picture it: You sign up with a great new email service provider (like Benchmark Email). You’re excited to get started, so you prepare to launch your first campaign by uploading your email list. Suddenly, your progress stops short. You’re informed you need to verify the email addresses on your email list. So, what exactly is…
The post Email Verification 101: What is it and Why Does it Matter? appeared first on Benchmark Email.

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Before I joined Buffer in 2022 as a content writer, I had my fair share of work experience: jobs and internships during both undergrad and graduate school. I worked a full time, 40-hour a week, position at a nonprofit when I was 22, and as a TV/movie journalist at a popular publication. But it wasn’t until I made the move to Buffer that I was introduced to what has felt to me like a radical concept: the four day workweek. When I first viewed the content writer opening on Buffer’s Journey page – I did a double take. Out of all the jobs I’ve applied for (and trust me, there have been a lot) it was the first time I had ever seen a company advertise a shorter work week on their benefits page. And to clarify, at Buffer, we take Fridays off but are still paid our full salary. Buffer has been a fully remote company since its inception in 2010, which is earlier than many made the switch. We then moved to a shorter work week in 2020.The move didn’t come as a surprise for many who were already familiar with Buffer’s culture and our CEO Joel Gascoigne’s vision for the company, including iOS engineer Jordan Morgan who has been a Bufferoo (our term for Buffer teammate) since 2015.“It’s something that didn’t surprise me, but in a good way,” said Jordan. “Because Joel is so bold with how he runs the company. And that’s why I like working here… he’s always on the lookout for us.” Most experts agree on the benefits of the four day work week, not only for employees, but for the company as a whole. I’ll detail what my experience with a shorter work week has been like along with sharing how some of my teammates spend their Fridays off.Why move to a four day work week in the first place?The decision to shift to a shorter week in 2020 stemmed from a desire to provide more flexibility and support to Buffer employees during a difficult time. Not only were the early months of the pandemic particularly challenging for many on a personal level, but it also complicated the work-life balance for individuals worldwide. A survey done in late 2020 found that 70 percent of workers started working during weekends while 45 percent worked more hours than before the pandemic as the lockdown measures blurred boundaries between the office and home. Initially, the four day work week was just a trial run at Buffer, but after several months and an internal survey, it became a permanent fixture in 2021. The survey results showed that our team still felt productive, like they had more autonomy, and they reported feeling happier, too. As someone who has just wrapped up four months at Buffer, I too can attest to all of these benefits.What it’s been like working only four days a weekI will say, it did take me a few weeks to adjust to the schedule change at first. It was strange when Thursday rolled around and people would say “have a great weekend” in Slack. I kept forgetting that meetings couldn’t be scheduled on Fridays and end of week deadlines needed to be met by Thursday. There was even a bit of anxiety on my part as I wondered if the work was really doable in just four days. But gradually, I became confident that this schedule was actually realistic. I’ve been able to fit in all my projects, attend all meetings, and I even have time for weekly donut calls (our optional weekly pair calls with another Buffer teammate). Mentally, knowing that I only had four working days to finish my tasks seemed to boost my productivity as well. Heather You, a core engineer at Buffer, said her team has also adapted to the shorter weeks by having good time management and being intentional with all of their communication. “We really learn to use our time wisely and efficiently so that no one is expected to work longer days or on their day off,” she said. “We try to keep our [meetings] to a minimum and work together asynchronously when we can.”This kind of flexibility is rare to find – at least in my experience. Currently in the U.S., droves of people are quitting jobs where they’re undervalued and underpaid, yet overworked. I am so grateful that my experience in Buffer has been the opposite of that. In fact, this has been my first job where I wasn’t expected to constantly check in with my manager. In a time when some companies surveil their workers and tie employee worth to output, this kind of freedom is quite liberating. Not only do I feel like my work and opinion is valued at Buffer, but so is my time.How do we spend Friday’s off?The great thing about having Fridays off is that each one is different. Some Fridays I sleep in until 11 am. Other times I schedule any important errands or appointments. I’ve also treated it as a travel day for shorter trips so I can maximize my time on vacation. There have also been a couple of Fridays where I’ve used the day for overflow work to ensure a smooth start for the next week. I’m not alone in doing so as it’s actually common to use Fridays as an extra day to catch up when needed. I’ve found that having an option for an overflow day has been so beneficial. It provides more flexibility in my schedule because if something comes up during my work week, I know I can spend a couple hours on Friday to get back on track. I’ve been curious how my teammates spend their Fridays as well, so I spoke with five of them to learn more. Here’s what they had to say. Spending time with familyJordan is an IOS engineer based in Missouri and has been with Buffer for over six years.Once the schools opened back up in person, I was so excited because I got to take [my kids] to school in the morning [on Fridays]. And it’s a little slice of life that I’ve never done before because my wife stays at home and takes care of all that. So I kind of got to be a stay at home dad for a day. And it’s so beneficial because I can give my wife a break from some of those duties because being a stay at home parent is super hard and busy, and we have three kids.My son is so excited on Fridays. He loves it, because he knows I’m gonna take him [to school] and I’ll be in the car. So he always wakes up with a skip in his step on Friday mornings. And then my younger two will get to experience that later, too.On spending Fridays with his wifeWe walk a trail on Friday mornings, and just catch up, you know, just take a breather from the week. And then we go to Target literally every single Friday. I just get to do all those fun, silly little things that you might take for granted, like taking your kids to school, going to the gym, and then grocery shopping at Target.Getting errands doneHeather is a core engineer based in New York and has been with Buffer for one year. Having a four day work week since joining Buffer has been absolutely amazing. I’m happier and enjoy my work more than ever. The general atmosphere and attitudes of my colleagues are just so supportive and positive, and there is a lot of trust. I found that at Buffer, I have a lot more heads down time than I’ve ever had in previous roles where I’ve worked five days. The four day workweek also provides a lot of flexibility. A surprise for me is that I’ve found myself getting caught up with most of my annual health check ups since it’s a lot easier to schedule an appointment on a weekday rather than on a weekend.A lot of the chores that I had set up to be done over a weekend can now be spread over three days, which actually gives me time to rest and reflect. Fridays feel like bonus days for me, where I have a chance to catch up on any work related or personal tasks that I couldn’t get to over the week. I’ve also been able to use this time to sit down and take a course on a new language I’d been wanting to learn more about, relax and read a book, or go out and find a new hobby, and then I’m recharged and ready to take on a new week.An overflow dayIsmail is a product designer based in Morocco and has been with Buffer for nine months.The  four day workweek has a positive impact on my work-life balance and well-being. Having a shorter week has helped me focus on my work and I am also able to rest and restore over the longer weekends. This also allows me to spend good quality time with friends and family.I did have some doubt at the beginning, but I learned that I was able to be more productive than what I thought. Prioritizing my tasks helped me stay focused and I was honestly surprised to be able to get all of my work done.I spend my Friday intentionally –  it is usually an opportunity to make doctors and other appointments without taking time away from my job. For me, having a four days work week doesn’t mean that I don’t do anything work related on Fridays. Sometimes, I use the day to prepare for the next week and to also catch up with the general news that I missed during the weekdays. It really helps to better kick off the next week.Traveling the worldOcta is a senior customer advocate and has been with Buffer for over 8 years. He doesn’t have a home base as he’s been traveling the world full time for the last eight years. . I definitely would say that the four day workweek has been life changing – perhaps the most amazing thing that has happened since I joined Buffer. It has finally brought that work life balance that all of us are always searching for. Having that extra day of the week allows your schedule to free up to try new things. So in my case, the reason why it’s been super amazing is because it kind of feels like I’m having a mini long weekend, you know, like a vacation, every week in whichever place I am at. It’s helped me to feel more productive and happier. There’s not enough words to define how incredible it’s been.On his unique schedule working Fridays through MondayBecause I’m always traveling it really doesn’t matter – Monday to Sunday – it’s all the same. It’s slightly better to have my rest days in the middle of the week, because in terms of attractions and highlights of whichever place I am at, they tend to be less crowded on weekdays. So for example, if I fly, it’s always cheaper to fly on weekdays than on the weekends.On his love for travelingI’ve been traveling now full time for eight years. When I first started, I thought I would do it for four years. But then it kept getting better and better. I mean, to me, it’s a lifestyle. I’m super grateful that the Buffer team has always been super supportive of this. I just love the world. Every place I go, every person I meet, it’s like a new story.Fridays become “Free-days”Julia is a senior customer advocate based in Los Angeles and has been with Buffer for over six years.I can’t imagine going back to not working a 4-day workweek. Since we started experimenting with it over 2 years ago I’ve used the time off in so many different ways – which is the awesome thing about it.I have been on schedules with taking Mondays off and Fridays off, and am currently on the Fridays-off schedule (since our Advocacy team has staggered days so we can maintain global coverage). I have found my groove by using it as a ‘free’ day, not just an extension of the weekend. It sets me up for a weekend that is actually restful – not overtaken by errands and “to-do’s”. I love that there is a free day, if I need it, upon which I can rely to catch up on work. I feel less rushed with our mindset of getting the right things done over cramming the same amount of stuff into a shorter week.Like my coworkers, the four day work week has also made such a positive impact on my overall well being. Not only do I feel like my performance and output at work has improved, but I also have more time to live my life and do the things that make me happiest.We love to share our experiences around the four day work week with others. Send us any questions you may have on the topic on Twitter!

Video marketing is becoming more and more integral to a brand’s success. If you’re a marketer trying to craft the best video marketing strategy for your brand, it helps to know the top video marketing tactics brands are investing their time and money in.

Fortunately, the HubSpot Blog recently surveyed over 500 marketers across the globe about their video marketing tactics, what seems to be working, and which tactics are worth reconsidering.

Most Used Video Marketing Tactics
Here is a breakdown of the kinds of videos and platforms marketers are continuing to leverage and why:
Short-Form Video
In our survey, we found short-form video leads in usage with it being leveraged by 58% of marketers. Short-form videos also lead on ROI, engagement, and lead generation. Nearly half (46%) of marketers will plan to use short-form videos for the first time in 2022 and 36% will invest in short-form videos more than any other format.
These numbers aren’t surprising when you consider short-form videos are more likely to go viral, according to 47% of video marketers.

Long-Form Video
Long-form videos come in second when it comes to usage with 37% of marketers leveraging the format. This format also places second in terms of ROI, lead generation, and engagement. According to our survey, 36% of marketers plan to leverage long-form videos for the first time in 2022, and 18% will invest in the format more than any other kind of video.
The optimal length of a long-form video is between three to six minutes, according to 36% of marketers. Even platforms like TikTok are starting to embrace long-form videos, in fact, the app is now allowing 10-minute videos. This could be because long-form videos still receive significant engagement.
In our survey, we found 38% of long-form marketing videos have an average watch percentage between 41% and 60%. We also found 25% of long-form videos have an average watch time between 61% and 80%. Finally, 22% have an average watch time between 21% and 40%.

Video Marketing on Social Media
Social media is the top channel used to share marketing video, with it being used by 76% of marketers in our survey. It also has the biggest ROI by far, according to 67% of marketers who use it. Our survey revealed 66% of marketers also say it’s the most effective for generating leads. We also found 63% of marketers will use social media for the first time in 2022, and 61% will invest more in sharing videos on social media than any other channel.
Regarding specific social media platforms, Instagram is the top platform for ROI, lead generation, and engagement. According to our survey, 42% of marketers who don’t use Instagram for sharing videos will do so for the first time in 2022, and 24% will invest more into sharing videos on the platform than any other.
Facebook is also a common tool for marketers with 60% of those in our survey sharing videos on the platform. However, Facebook also comes in fourth place for ROI, engagement, and lead generation. We found 35% of marketers will invest in videos on Facebook for the first time in 2022.
Coming in second place in terms of engagement is TikTok, however, only 35% marketers share videos on the platform and 20% plan on doing so for the first time in 2022.

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 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.
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.