Category: Marketing Automation

In 2021, marketers that used influencer marketing said the trend resulted in the highest ROI. In fact, marketers have seen such success from influencer marketing that 86% plan to continue investing the same amount or increase their investments in the trend in 2022. 
But, if you’ve never used an influencer before, the task can seem daunting — who’s truly the best advocate for your brand?

Here, we’ve cultivated a list of the most popular influencers in every industry — just click on one of the links below and take a look at the top influencers that can help you take your business to the next level: 

Top Food Influencers on Instagram
Top Travel Influencers on Instagram
Top Fashion & Style Influencers on Instagram
Top Photography Influencers on Instagram
Top Lifestyle Influencers on Instagram
Top Design Influencers on Instagram
Top Beauty Influencers on Instagram
Top Sport & Fitness Influencers on Instagram
Top Influencers on Instagram

Top Food Influencers on Instagram

Jamie Oliver (9.1M followers)
ladyironchef (620k followers)
Megan Gilmore (188k followers)
Ashrod (104k followers)
David Chang (1.7M followers)
Ida Frosk (299k followers)
Lindsey Silverman Love (101k followers)
Nick N. (60.5k followers)
Molly Tavoletti (50.1k followers)
Russ Crandall (39.1k followers)
Dennis the Prescott (616k followers)
The Pasta Queen (1.5M followers)
Thalia Ho (121k followers)
Molly Yeh (810k followers)
C.R Tan (59.4k followers)
Michaela Vais (1.2M followers)
Nicole Cogan (212k followers)
Minimalist Baker (2.1M followers)
Yumna Jawad (3.4M followers)

Top Travel Influencers on Instagram

Annette White (100k followers)
Matthew Karsten (140k followers)
The Points Guy (668k followers)
The Blonde Abroad (520k followers)
Eric Stoen (330k followers)
Kate McCulley (99k followers)
The Planet D (203k followers)
Andrew Evans (59.9k followers)
Jack Morris (2.6M followers)
Lauren Bullen (2.1M followers)
The Bucket List Family (2.6M followers)
Fat Girls Traveling (55K followers)
Tara Milk Tea (1.3M followers)

Top Fashion & Style Influencers on Instagram

Alexa Chung (5.2M followers)
Julia Berolzheimer (1.3M followers)
Johnny Cirillo (719K followers)
Chiara Ferragni (27.2M followers)
Jenn Im (1.7M followers)
Ada Oguntodu (65.1k followers)
Emma Hill (826k followers)
Gregory DelliCarpini Jr. (141k followers)
Nicolette Mason (216k followers)
Majawyh (382k followers)
Garance Doré (693k followers)
Ines de la Fressange (477k followers)
Madelynn Furlong (202k followers)
Giovanna Engelbert (1.4M followers)
Mariano Di Vaio (6.8M followers)
Aimee Song (6.5M followers)
Danielle Bernstein (2.9M followers)
Gabi Gregg (910k followers)

Top Photography Influencers on Instagram

Benjamin Lowy (218k followers)
Michael Yamashita (1.8M followers)
Stacy Kranitz (101k followers)
Jimmy Chin (3.2M followers)
Gueorgui Pinkhassov (161k followers)
Dustin Giallanza (5.2k followers)
Lindsey Childs (31.4k followers)
Edith W. Young (24.9k followers)
Alyssa Rose (9.6k followers)
Donjay (106k followers)
Jeff Rose (80.1k followers)
Pei Ketron (728k followers)
Paul Nicklen (7.3M followers)
Jack Harries (1.3M followers)
İlhan Eroğlu (852k followers)

Top Lifestyle Influencers on Instagram

Jannid Olsson Delér (1.2 million followers)
Oliver Proudlock (691k followers)
Jeremy Jacobowitz (434k followers)
Jay Caesar (327k followers)
Jessie Chanes (329k followers)
Laura Noltemeyer (251k followers)
Adorian Deck (44.9k followers)
Hind Deer (547k followers)
Gloria Morales (146k followers)
Kennedy Cymone (1.6M followers)
Sydney Leroux Dwyer (1.1M followers)
Joanna Stevens Gaines (13.6M followers)
Lilly Singh (11.6M followers)
Rosanna Pansino (4.4M followers)

Top Design Influencers on Instagram

Marie Kondo (4M followers)
Ashley Stark Kenner (1.2M followers)
Casa Chicks (275k followers)
Paulina Jamborowicz (195k followers)
Kasia Będzińska (218k followers)
Jenni Kayne (500k followers)
Will Taylor (344k followers)
Studio McGee (3.3M followers)
Mandi Gubler (207k followers)
Natalie Myers (51.6k followers)
Grace Bonney (840k followers)
Saudah Saleem (25.3k followers)
Niña Williams (196k followers)

Top Beauty Influencers on Instagram

Michelle Phan (1.9M followers)
Shaaanxo (1.3M followers)
Jeffree Star (13.7M followers)
Kandee Johnson (2M followers)
Manny Gutierrez (4M followers)
Naomi Giannopoulos (6.2M followers)
Samantha Ravndahl (2.1M followers)
Huda Kattan (50.5M followers)
Wayne Goss (703k followers)
Zoe Sugg (9.3M followers)
James Charles (22.9M followers)
Shayla Mitchell (2.9M followers)

Top Sport & Fitness Influencers on Instagram

Massy Arias (2.7M followers)
Eddie Hall (3.3M followers)
Ty Haney (92.6k followers)
Hannah Bronfman (893k followers)
Kenneth Gallarzo (331k followers)
Elisabeth Akinwale (113k followers)
Laura Large (75k followers)
Akin Akman (82.3k followers)
Sjana Elise Earp (1.4M followers)
Cassey Ho (2.3M followers)
Kayla Itsines (14.5M followers)
Jen Selter (13.4M followers)
Simeon Panda (8.1M followers)

1. Jamie Oliver
Jamie Oliver, a world-renowned chef and restaurateur, is Instagram famous for his approachable and delicious-looking cuisine. His page reflects a mix of food pictures, recipes, and photos of his family and personal life. His love of beautiful food and teaching others to cook is clearly evident, which must be one of the many reasons why he has nearly seven million followers.

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2. David Chang 
Celebrity chef David Chang is best known for his world-famous restaurants and big personality. Chang was a judge on Top Chef and created his own Netflix show called Ugly Delicious, both of which elevated his popularity and likely led to his huge followership on Instagram. Most of his feed is filled with food videos that will make you drool.

 

 

 

 

 

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A post shared by Dave Chang (@davidchang)

3. Jack Morris and Lauren Bullen
Travel bloggers Jack Morris (@jackmorris) and Lauren Bullen (@gypsea_lust)have dream jobs — the couple travels to some of the most beautiful places around the world and documents their trips on Instagram. They have developed a unique and recognizable Instagram aesthetic that their combined 4.8 million Instagram followers love, using the same few filters and posting the most striking travel destinations.

 

 

 

 

 

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A post shared by JACK MORRIS (@jackmorris)

4. The Bucket List Family
The Gee family, better known as the Bucket List Family, travel around the world with their three kids and post videos and images of their trips to YouTube and Instagram. They are constantly sharing pictures and stories of their adventures in exotic places. This nomad lifestyle is enjoyed by their 2.6 million followers.

 

 

 

 

 

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A post shared by Jessica Settie Gee (@jessgee)

 
5. Chiara Ferragni
Chiara Ferragni is an Italian fashion influencer who started her blog The Blonde Salad to share tips, photos, and clothing lines. Ferragni has been recognized as one of the most influential people of her generation, listed on Forbes’ 30 Under 30 and the Bloglovin’ Award Blogger of the Year.
6. Alexa Chung
Model and fashion designer Alexa Chung is Instagram famous for her elegant yet charming style and photos. After her modeling career, she collaborated with many brands like Mulberry and Madewell to create her own collection, making a name for herself in the fashion world. Today, she shares artistic yet fun photos with her 5.2 million Instagram followers.

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7. Jimmy Chin
Jimmy Chin is an award-winning professional photographer who captures high-intensity shots of climbing expeditions and natural panoramas. He has won multiple awards for his work, and his 3.2 million Instagram followers recognize him for his talent.

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8. Jannid Olsson Delér
Jannid Olsson Delér is a lifestyle and fashion blogger that gathered a huge social media following for her photos of outfits, vacations, and her overall aspirational life. Her 1.2 million followers look to her for travel and fashion inspirations.

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9. Grace Bonney
Design*Sponge is a design blog authored by Grace Bonney, an influencer recognized by the New York Times, Forbes, and other major publications for her impact on the creative community. Her Instagram posts reflect her elegant yet approachable creative advice, and nearly a million users follow her account for her bright and charismatic feed.
10. Huda Kattan
Huda Kattan took the beauty world by storm — her Instagram began with makeup tutorials and reviews and turned into a cosmetics empire. Huda now has 1.3 million Instagram followers and a company valued at $1.2 billion. Her homepage is filled with makeup videos and snaps of her luxury lifestyle.

 

 

 

 

 

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A post shared by Huda Kattan (@huda)

11. Zoe Sugg
Zoe Sugg runs a fashion, beauty, and lifestyle blog and has nearly 10 million followers on Instagram. She also has an incredibly successful YouTube channel and has written best-selling books on the experience of viral bloggers. Her feed consists mostly of food, her pug, selfies, and trendy outfits.

 

 

 

 

 

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A post shared by Zoë Sugg (@zoesugg)

12. Sjana Elise Earp
Sjana Elise Earp is  a lifestyle influencer who keeps her Instagram feed full of beautiful photos of her travels. She actively promotes yoga and healthy living to her 1.4 million followers, becoming an advocate for an exercise program called SWEAT.

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13. Massy Arias
Personal trainer Massy Arias is known for her fitness videos and healthy lifestyle. Her feed aims to inspire her 2.6 million followers to keep training and never give up on their health. Arias has capitalized on fitness trends on Instagram and proven to both herself and her followers that exercise can improve all areas of your life. 

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A post shared by WWW.MASSYARIAS.COM (@massy.arias)

 

 

POV: You’re new in the market and you’re wondering just how your small business can stand out among the millions of brands currently on social media.
In this article, you’ll learn how to use social media for small businesses and which (free) software you should have in your toolbox.
Why social media is important for small businesses?
The biggest benefit to using social media is that it’s a low-cost strategy to increase your brand awareness.
While you, of course, have to invest time and resources in building out your content, you can create high-quality content with a reliable phone and a few tools at your disposal.
In addition, with social media, you have the potential to reach your target audience for a fraction of what you would pay in targeted ads.

😍😍😍😍 — Kendall Miles (@TheKendallMiles)
September 20, 2021

For instance, you may spend $100 developing creative assets for a video that ends up reaching 100,000 users. To reach those same users with an ad, you will likely have to invest much more money.
In addition, social media allows you to:

Drive more traffic to your website and generate leads.
Promote products and services.
Build a community.
Connect with and learn from your target audience.

When you get down to it, the way you use social media as a small business isn’t much different from how you’d use it as a mid to large-size business. In both cases, you’re sharing, engaging, monitoring, and optimizing.
The key difference is that a small business is likely focused on growth while an established brand may prioritize expansion.
Social Media Tips for Small Business
1. Be consistent.
The best thing you can do as a small business when starting out on social media is to be consistent.
Too often, brands get discouraged if they don’t see results within a few weeks. The truth is social media growth can be slow but like most things, if you remain consistent, you will generate results.
This means posting high-quality content on a regular basis (at least once a week). You do this for a few reasons.

@thecraftghan Acrylic baby milestone signs in ‘Linen’
#acrylicsignstoronto
#makeitwithme
#tiktoktoronto
#shopsmall
#smallbiz
#cricutprojects
#babymilestones
♬ TO THE MOON – Jnr Choi & Sam Tompkins

The first is that when a user does land on your profile, you want them to get a clear picture of your brand. If you have little to no content, users will quickly lose interest and leave. The same is true for scattered posts.
Social media is an opportunity to tell a story. When you prioritize consistency and cohesiveness, users will know what to expect from your page, what your voice is, and what you offer. And that’s how you’ll attract your target audience.
2. Diversify your content.
On social media, there’s so much room to be creative and experiment. Too often, brands find one strategy that works and stick to that.
While there’s a lot of truth to the saying “If it ain’t broke, don’t fix it,” social media is constantly evolving. What worked yesterday may not work today, as these platforms implement new features and user behavior changes.
With this in mind, play around with content formats whenever possible. For instance, on TikTok, you can only post videos. However, on Facebook, you have the option of going live, posting images, conducting polls, and more.
Here are some formats you should leverage:

Photos
Videos
Illustrations
Stop-motion
Live streams
Polls

With content, the limit truly does not exist.
Our social media report revealed that small businesses get the best ROI from creating educational and relatable content. Meanwhile, mid-size and large businesses report better results with funny and interactive content.

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This data point makes sense for many reasons. Larger brands have likely already built a strong following and know what their audience likes. That’s why they’re able to do interactive polls and be creative with their content.
Small businesses, on the other hand, still have a lot to prove. They want to add value to their audience and grow a following, and the easiest way to do that? Make content that educates and/or resonates.
This isn’t to say that small businesses should stick to these two types of content. In fact, they should experiment with all content to narrow down what their audience likes. However, this can serve as a strong starting point.
Here are some ideas to get you started:

How-tos
Customer spotlights
Industry facts and updates
Behind the scenes
Trends (viral sounds and dances)
Product highlights
Q&As

3. Focus on quality instead of quantity.
This applies not only to the content you post but also to which platforms you post.
From a content perspective, while it is encouraged that you post often on social media, there’s a caveat. Everything you post should add value.

 

 

 

 

 

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A post shared by 86 West (@official86west)

If it doesn’t meet that criteria, consider another strategy, such as reposting brand-related content from a non-competitor or sharing user-generated content (UGC).
In fact, 33% of small businesses surveyed (those with 1-25 employees) report getting the best ROI on social media from leveraging UGC.
Now onto the platforms.
If you’re a small business with limited time and resources, you may not able to manage an account on every single social platform. And that’s OK.
It’s much more valuable to focus on one to three platforms that have your target audience’s demographics and go from there.
According to our 2022 social media marketing research, small businesses are prioritizing Facebook and YouTube in 2022 (even though they report that Facebook and Instagram generate the highest quality leads).
However, if your audience is Gen-Z, you may choose to focus your efforts on TikTok and grow your audience there.
4. Find trends.
This is another piece of advice that relates to both content and platform.
Our research found that many small businesses are exploring live audio chat rooms and short-form videos for the first time – two of the biggest trends of the last two years.
Yes, trying out a new platform demands a lot more than trying out a new format or type of content.

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For a while, brands were wary of TikTok. They saw it as a non-serious platform meant to entertain Gen-Z. Now, brands realize that it’s another highly valuable network that can broaden their reach and increase their brand awareness.
This is all to say that you don’t have to jump on every trend when it first appears, that’s not the recommendation here. Instead, you want to monitor them and their evolution. Because while some trends die off, others turn into staples.

Social Media Tools for Small Business
1. Google Analytics for Analytics
When asked about the tools they use to track social media metrics, 75% of small businesses said Google Analytics.

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The platform allows you to track the impact of your social media accounts on your traffic, specifically:

How many visitors are coming from social media
How long their sessions are
Which landing pages are getting shared most on social media
Conversion rates from social media compared to other channels
Which social campaigns are generating traffic and conversions

There are both free and paid versions of the app – the free version offers so many features that as a small business, there is little need for the upgrade.
2. Canva for Graphic Design
Don’t have money to hire a graphic designer? Don’t fret – Canva to the rescue.

This graphic design platform offers thousands of free social media templates that you can use to build a consistent visual identity.
You can also find stock images and videos that are free to use for commercial and non-commercial use.
Note: While Canva is incredible for creating branded templates, avoid using it for logos, as you may struggle to find unique designs.
3. Asana for Content Planning
Asana is a project management tool that makes social media planning easy.
With the free version, you can:

Integrate it with 100+ tools, including Slack, Google Calendar, Adobe, Canva, MailChimp.
Create unlimited projects and tasks.
Tag social platforms, content, and more for easy sorting.
Have up to 15 users to facilitate collaboration.

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With all of these features, you can map out your content for the month and create tasks to track your progress. This makes scheduling a piece of cake and allows others to get a clear understanding of your plans.
Growing your social media presence as a small business is an exciting time. Use these tools to get you on track and remember, slow and steady always wins the race.

More than ever, social media channels are putting video content front and center on their feeds, as audiences increasingly turn to TikTok, Reels, and live videos to be entertained, discover products, and even learn about exciting new brands.
And for marketers, leveraging video not only offers the highest ROI of any media format, but it plays a key role in helping marketers exceed their goals.
To learn more about the top strategies and opportunities in video marketing today, we surveyed over 500 professionals that specialize in this field. Immediately, the effectiveness of video marketing became obvious.

But where in the world of video marketing should you focus your efforts first? To help you determine your next steps, we gained insights from video marketers about all sorts of topics and tactics including:

Video Marketing Benchmarks and Metrics
The Top Video Marketing Goals and Strategies
Which Video Formats Have the Highest ROI?
Which Channels and Platforms are Most Effective For Video?
How to Make Viral Videos

Let’s dive in.
Video Marketing Survey Findings

Video Marketing Benchmarks
If no one sees your video, was it even worth making?
We first asked video marketers how many views their videos get on average. Here’s what we found:

38% of marketing videos average less than 10K views
16% average under 1,000 views
16% average over 100K views

But views aren’t the only metric marketers track. There’s a long list of data points you could be keeping your eyes on, so let’s take a look at which are the best measure of your video’s performance.
The Most Prioritized Video Marketing Metrics
Once you begin to get views, you’ll also want to build on your strategy by looking at and improving on a few other metrics.
Among video marketers, video engagement, conversion rate, and click-through rate are among a handful of other KPIs marketers look at, with engagement rate being prioritized by 60% of marketers, and conversion and click-through rates being a focus of 56% and 52% of marketers respectively.

Below, we’ll dig a bit deeper into the importance of each major metric.
1. Engagement Rate
According to 60% of video marketers, engagement is the most important metric to watch. After all, when a video sees high engagement, that means it is resonating with your audience enough to make them want to drop a like, write a comment, or share it with their friends.
2. Conversion Rate
Conversion rate comes in at #2 and can be a great indicator of how successful your video is at getting viewers to take the desired action.
3. Click-through Rate Speaks to Your Thumbnail and Title/Caption
Click-through rate (CTR) comes in at #4 and can tell you how effective your thumbnail is at getting people to watch the video in the first place. Before watching a video, your audience is also seeing the title or caption attached to it, which your CTR will also reflect.
4. Follower and Subscriber Growth
If you are gaining followers/subscribers from a video, that means it’s resonating with viewers and they want to see more from your brand. 
If one of your videos grows your following more than usual, try to think about what set this video apart from the rest and replicate it. Also, check your analytics for helpful information on how these new subscribers/followers found your video. How can you keep providing them with valuable content?
5. Average View Time
Average view duration is key to understanding which parts of your video are highly engaging and which sections needed more work or should have been cut out entirely. While the overall average can offer useful insights when comparing similar-length videos, if possible, check the percentage of viewers watching at key moments throughout the video.
For example, if a high percentage of viewers stick around through the introduction, you successfully hooked them. However, if you see a huge dropoff halfway through, the video may have been too long.
Speaking of video length, we also asked video marketers how long a marketing video should be. Let’s take a look at what they told us.
How Long Should a Marketing Video Be?
A whopping 96% of marketers agree that the optimal length of a marketing video is under 10 minutes.
Beyond that, opinions start to differ, with the largest chunk of them (36%) saying videos should be between 1-3 minutes, while 27% think the sweet spot is between 4-6 minutes. Another 16% say the optimal video length is under 60 seconds. On the other hand 15% advocate for videos between 7-9 minutes long.
At the end of the day, the length of your video will largely depend on which type of video best suits your goals. So let’s dive into video marketers’ top goals in 2022.

Video Marketing Goals
The top three video marketing goals include increasing revenue (focused on by 33% of respondents(, raising brand awareness and advertising products/services (with 32% of marketers focusing on each).
More than one-fourth of marketers are also focused on improving customers’ understanding of products/services, while 23% want to improve customer service and retention with video.

As I mentioned at the very start, our survey shows video marketing is highly effective for reaching all of these goals, so let’s dive into some of the strategies video marketers are using to succeed.
Video Marketing Strategies
The Top Tactics for Creating Effective Videos
The most important factors for creating effective marketing videos are effectively promoting your video, capturing viewers’ attention in the first few seconds, and keeping your videos short/concise.

Why Video Promotion Is Key
It can be tempting to dedicate all of your time to crafting the “perfect” video with slick edits, high production value, and an irresistible thumbnail. While these things are important, they lose their power without effective video promotion.  
In fact, in a recent trends survey, we found that 78% of consumers say it is more important for marketing videos to be authentic and relatable than polished and high-quality. That doesn’t mean you should neglect video/audio quality, but it isn’t going to make or break a video’s success.

On the other hand, ineffectively promoting your video can cause your video to flop, so let’s take a look at a few strategies video marketers use to make sure that doesn’t happen.
How to Promote a Marketing Video
The most effective video promotion strategies are sharing them on social media, adding videos to your website/blog, running paid ads for your videos, optimizing your title/description for search, and integrating videos into your email campaigns.

Whichever channels you choose for video promotion, remember that simply sharing a video isn’t enough. Effective video promotion begins before a video is even complete and continues long after a video is published.
For example, if your video is going live on YouTube in the next 24 hours, hop on Instagram and start a countdown on your story. Share the thumbnail and title 3-5 hours before the video drops to generate more interest. Prepare a teaser to hook viewers in and share that on social media as soon as your video releases.
Once the video is out, you can run an interactive poll related to your video on social media to engage your core audience and pique the interest of those who haven’t seen it yet. You can also set up an email campaign to go out announcing your video a few hours later, or add a banner to your website linking to the video.
Lastly, make sure to continue promoting when the opportunity arises. For example, if you see a Reddit or Twitter thread related to the topic of your video and think your content could add value to the conversation, drop it in the comment section.
Now that you’re up to speed on video marketing goals and strategies, let’s take a look at which video formats are most effective.

Top Video Formats
The top video three video formats are short-form, long-form, and live videos. In this section, we’ll take a deep dive into each of these, looking at which has the best ROI, how long each type of video should be, and a few relevant benchmarks.
1. Short-form Video
Of all the video formats, short-form has the highest ROI and is also #1 for lead generation and engagement.

The use of short-form video will grow significantly in 2022, with 36% of video marketers planning to invest more in it than any other format, and 45% planning to use it for the first time this year.
If you’re one of those marketers, you may be wondering how long a short-form video should be. The consensus among video marketers is that a short-form video is under 60 seconds, with the biggest chunk (33%) saying the optimal length is 31-60 seconds.

When it comes to the percentage of time a video is watched, nearly all short-form videos are watched for over 40% of their duration, which isn’t surprising due to their quick runtime. 59% of them are watched for 41-80% of their length, and 30% have an average watch percentage over 81%.
The average watch percentage for these videos can even exceed 100% as your audience replays them over and over.
Lastly, when looking at click-through rates, nearly half of short-form marketing videos also have a CTR between 5-8%.
2. Long-Form Video
Long-form videos, defined in this survey as videos over three minutes, come in 2nd to short-form for ROI, lead generation, and engagement.

Long-form video will also see significant growth in 2022 as 18% of video marketers plan to invest more in it than any other format, and 36% of will use it for the first time this year.
The biggest chunk of video marketers (36%) say the ideal length for long-form videos is 3-6 minutes, though many also advocate for videos up to 20 minutes long.

Looking at the average watch percentage, 38% of long-form marketing videos fall between 41-60%, while one in four sees an average watch percentage of 61-80%. Another 22% fall between 21 to 40%.
When it comes to CTR, the biggest chunk (57%) of long-form marketing videos are between 5-8%, which is similar to the CTR for short-form videos.
3. Live Videos/Live Streams Metrics And Benchmarks
Live videos or streams are used by 32% of video marketers and come in #4 for ROI and #3 for engagement. And, use of live videos/live streams will also grow in 2022, with 35% of video marketers planning on leveraging it for the first time.

The optimal length of a live video/live stream is between 4-9 minutes, according to 51% of video marketers. Another 22% prefer to go live for 1-3 minutes, while around one in five recommends a longer time frame of 10-30 minutes.
When it comes to the average percentage of a video watched, over 60% of live videos/live streams fall are viewed for 41% to 80% of their duration.

The Top Video Marketing Channels
1. Social Media
Social media is used for video sharing by 76% of video marketers and has the biggest ROI of any video marketing channel, by far. It is also the most effective channel for generating leads from marketing videos.
Use of social media for sharing marketing videos will grow significantly in 2022, with, 61% of all video marketers planning to invest more in sharing videos on social media than any other channel this year. Additionally, almost 2 in 3 of those who never used social media for sharing videos plan to do so for the first time this year.
2. Blog/Website Pages
A blog or website is used by 55% of video marketers to share their videos, has the 2nd highest ROI, and is the 2nd most effective at generating leads.

Use of a blog or website for sharing marketing videos will also grow in 2022, with 59% of video marketers planning to try it for the first time, and 18% of all video marketers investing in using their blog/website for sharing marketing videos over any other channel.

3. Email
Email is used by 44% of video marketers to share their videos and nearly tied with blog or website for ROI.
40% of video marketers plan to share videos through email for the first time in 2022, and 11% plan to invest more in sharing videos through email than through any other channel this year.
While all these channels can be effective for sharing marketing videos, social media is the clear winner. So let’s dive into which social media apps are most effective for video sharing.
The Best Social Media Channels for Sharing Videos
1. Instagram
Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos and will see significant investment from video marketers in 2022.

Use of Instagram by video marketers will grow significantly in 2022, as 24% of them will invest more into sharing videos on Instagram than on any other platform. Additionally, 42% of those who don’t use Instagram for sharing videos will do so for the first time this year.

2. YouTube
While YouTube comes in at #2 behind Instagram for ROI and lead generation, it is the most used app for video sharing, with 70% of video marketers leveraging it.

YouTube will also see the most investment from video marketers in 2022, with 27% investing more into sharing videos on YouTube than any other platform. On top of that, over half of those who don’t use YouTube for sharing videos will do so for the first time in 2022.
3. Facebook
Facebook is used by 60% of video marketers when sharing marketing videos (tied at #2 for usage with Instagram), though it comes in 4th for ROI, engagement, and lead generation.

35% will invest in sharing videos on Facebook for the first time in 2022 and 16% of video marketers will invest more in sharing videos on Facebook than on any other platform this year.
4. TikTok
While TikTok has the 3rd highest ROI and comes in 2nd for engagement, only 35% of video marketers currently share videos on the app, and just 20% plan to start for the first time in 2022.

Which social media channels have low video performance?
Reddit, Tumblr, Twitch, Snapchat, and Pinterest are consistently the worst channels for sharing marketing videos and will see the least investment from video marketers in 2022.
Another consideration when sharing videos on social media is whether you will pay for ads or share your content organically. Let’s take a look at which video marketers are using.
Should you use paid or organic video posts on social media?
55% of video marketers leverage a mix of organic and paid content when posting videos on social media, while 24% use organic only, and 21% use paid only.

Now that we’ve looked at how marketers are sharing their videos on social media, let’s compare two of the most common platforms for hosting videos – YouTube and Vimeo.
Hosting Videos on YouTube vs. Vimeo
We asked video marketers who use both YouTube and Vimeo to compare the two, and not only do 78% of them say YouTube is more effective for reaching their overall business goals, but YouTube is far superior in every category.

Vimeo comes close to being as effective as YouTube for privacy options, storage, video/audio quality, and video player customization, but still lags behind or is considered about the same as YouTube.
What are the Top Content Types for Marketing Videos?
1. Content Showcasing Your Products and Services
Content showcasing products/services is the most leveraged type of video content and has the highest ROI of any content type, with 66% of participants reporting high returns. It is also the most effective at generating leads and gets the 2nd most engagement of all content types we asked about.

Product and service content will also see the most investment of any video content type this year, with 17% planning to invest in it more than any other, while 36% plan to leverage it for the first time in 2022.
2. Content That Reflects Your Brands Values
Content that reflects a brand’s values is the second most leveraged type of video content and the 2nd most effective for generating leads and engagement.
3. Trendy Content
People generally don’t want to watch videos that feel out of date or out of touch, but they’re drawn to videos that discuss topics that they’re currently intreested in, like trends or news related to their industry or hobbies. This is likely why “trendy content” has the second-highest ROI and gets the most engagement.
4. Relatable Content
Relatable content will see the most new investment in 2022, with 40% planning to leverage it for the first time, while 12% will invest more in it than any other content type.

5. Funny and Interactive Content
Both funny and interactive content have high ROI and will be leveraged by 29% and 27% of video marketers for the first time in 2022, respectively.
Next, let’s look at the different styles of videos you can use, and which are most effective.
Top Video Styles
1. Live-Action (Videos Featuring Real Footage)
Live-action videos are leveraged most often, have the biggest ROI, are the most effective for lead generation, and get the most engagement.
Use of live-action video will grow significantly in 2022, as 55% plan to use it for the first time ever and 48% of all video marketers will invest more in live-action than any other video style.
2. Animated Videos
Animated videos are used by one in two video marketers, have the second-highest ROI, and are the 2nd most effective for lead generation and engagement.
49% of video marketers will also leverage animated videos for the first time this year, and 30% will invest in them more than any other video style.
3. Screen-Capture or Screen Recording
Screen-capture videos are used by 43% of video marketers, the least of the three video styles. Screen-capture has the lowest ROI, by far, and is much less effective for generating leads and engagement.

However, screen-recorded videos will see more use in 2022, with 52% planning to leverage them for the first time and 21% planning to invest more in them than any other video style
Now that you know the top formats, styles, and content types for marketing videos, as well as where to share them, we can dive into our research on how to create viral videos.

Viral Videos
Getting one of your videos to go viral might seem like a pipe dream, but it isn’t as out of reach as you might think.
63% of video marketers have created a viral video – so let’s take a look at exactly how they did it so your next video can blow up too.
How to Make a Video Go Viral
The most effective strategies for creating a viral video are making retable content, keeping videos short/concise, and capturing viewers’ attention in the first few seconds.

Let’s dig a little deeper into these top three strategies and how you can use them.
1. Making Relatable Content Means More Engagement
Making relatable content is key to getting viewers to engage with your video. Whether they comment on your video or share it with a friend, the algorithm takes notice and boosts your video to more viewers, increasing its chances to go viral.
2. Shorter Is Better
Keeping videos short is also crucial to virality. According to 47% of video marketers, short-form videos are the most likely to go viral.

But how long is a short-form video exactly? Our video marketing trends report found that the consensus among video marketers is under 60 seconds, with the biggest chunk (33%) saying the optimal length is 31-60 seconds.

3. Capture Attention Immediately
Capturing viewers’ attention in the first few seconds is the third most effective way to make a video go viral.
This could be as simple as starting a video with a colorful animation, an intriguing question, showing text on-screen, or even with physical movements like hand motions or jumping out of your chair to set a video off.
Now that you know the top strategies to make a video go viral, let’s take a look at which platforms you should use.
Which Platform are Videos Most Likely to Go Viral On?
YouTube, TikTok, Instagram, and Facebook are the platforms that video marketers say are most likely to have a video go viral.
If you have a social media presence on any of those three, they can be powerful for scoring a viral video. But if you’re not leveraging them yet, it might be time to finally give TikTok, Instagram Reels, or YouTube Shorts a shot.
Which Type of Video Content is Most Likely to Go Viral?
Funny, trendy, and relatable videos that reflect a brand’s values are most likely to go viral.
Combine these top content types by creating a funny, relatable, and on-trend video for the best chance of going viral.
Lastly, we’ll take a look at the different video styles and which is most effective for a viral video.
Which Style of Video Content is Most Likely to Go Viral?
Live-action videos are most likely to go viral according to 49% of video marketers, but animation is also effective for 31% of respondents.
If you can, use both. Keep viewers engaged by switching back and forth between your live-action shot and animation with a voiceover.
Video Marketing Benefits & Challenges
Video Marketing Benefits
The biggest benefits of creating marketing videos are that they help customers understand a product/service, get more engagement than other marketing content, and lead to more sales/conversions than other marketing content.

While this seems perfectly in line with video marketers’ goals, those benefits also come with a few challenges.
Video Marketing Challenges
The biggest challenges video marketers face are a lack of time to create video content, difficulty creating an effective video strategy, and inadequate budget to create video content.

The great news is that video marketing is simpler than ever, with 57% of video marketers describing video marketing as easy.

On top of that, 46% of those who started making videos in the past year did so because creating marketing videos became less time-consuming, and 38% said they started because videos became easier to make in-house. 1 in 2  also started making marketing videos in response to the pandemic.

Whether you’re just starting out or you’ve been making videos for a while, budgeting can be a stressful part of the process. To help you navigate your video marketing budget, let’s take a look at how other marketers are budgeting for their videos.
Video Marketing Budgets
81% of video marketers have a dedicated budget for video marketing. Here’s what those budgets look like:

20% of companies spend over $100K on video marketing per quarter
Around 1 in 4 spend under $20K
42% spend between $20K-$100K

We also asked video marketers how their budget changed from 2021 to 2022, and found that 52% of video marketers saw a budget increase in 2022, while 46% saw no change. Just 2% saw a decrease.
Marketers who saw an increase in their video budget generally received a substantial boost in their budget, with 41% of video marketers getting an increase of over 51%.

You may also be wondering what percentage of total marketing budgets goes towards video marketing, so let’s take a look at that too.

It turns out that 44% of companies spend 31-60% of their total marketing budget on video marketing.
How Much Does Creating a Marketing Video Cost?
91% of marketers’ companies spend under $50,000 to create a marketing video, and over half spend under $10,000.
With the total cost of making a marketing video in mind, let’s look into how much video marketers are spending on each step in the video creation process.

Production takes up 24% of the average video marketer’s budget, followed by pre-production and post-production tied at 20%. Another 18% is spent on talent and video promotion/distribution.
We also asked video marketers which part of the video creation process is most expensive, and 65% of them say production is the costliest step.
Lastly, let’s talk about how long it takes to create a marketing video and which parts are most time-consuming.
How Long Does it Take to Create a Marketing Video?
86% of marketing videos are created in 3 weeks or less, and 40% are made in under a week.

The most time-consuming part of the video creation process is pre-production (coming up with ideas, writing script, casting, etc.), according to 38% of those who make marketing videos in-house.
More Insights From the HubSpot Blog
Whether you’re just getting started with video marketing or a seasoned video professional, keeping up with the latest trends and marketing strategies is key.
While video marketing is currently one of the top marketing strategies, there are a few others that have even better ROI – luckily, you can incorporate most of them into your video marketing strategy for even better results.
If you’re ready to take your video marketing strategy to the next level, check our Marketing Trends and Social Media Trends research from earlier this year!
Just getting started with video? You can also download our free Video Marketing Starter Pack below.

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