Video marketing has been growing alongside social media apps like Snapchat, Instagram, TikTok and Facebook. And it promises to have staying power in 2023. More content creators are producing video, but that doesn’t mean they are using the medium to its full potential. The Content Marketing Institute recently released its 2022 Content Marketing Video & Visual Storytelling Survey results, highlighting today’s video trends. Read on for some of the most notable takeaways.

1. Social media is a popular home for videos.

Nearly 80% of survey respondents say they use social media videos—more than any other type of video used. This will likely continue, as 41% of respondents say social media videos produced the best content marketing results, followed by how-to videos and branded story videos, such as series and documentaries. YouTube is the top site for posting (86%), followed by LinkedIn (76%).

The orientation, duration and style of video that resonates with viewers varies greatly across platforms, so having channel-specific strategies for video content is critical. While you can and should cross-promote, you’ll want to adapt your content to suit the preferences of each channel’s users.

Check out Sprout Social’s running list of social media specs to make sure your videos are always optimized for every platform.

2. Many marketing teams are producing videos in house.

A variety of factors have lowered audience expectations when it comes to video production. Whether it’s the time many of us spent on video calls during the pandemic or the ubiquity of smartphone-shot video, the reality is that audiences are more engaged by the quality of a video’s content than flashy production value.

Marketers are picking up on this, too. Nearly 70% of respondents say they produce their videos in house, and 55% say they have the proper tools to do this. But 32% say they need to invest more in production equipment and editing tools.

3. Video budgets are expected to increase in 2023.

Video budgets increased from 2021 to 2022, and 64% of marketers expect the same in 2023. About 74% think their organization needs to invest more in video.

4. Longer videos don’t always garner better results.

More than half of respondents say that videos between one and three minutes long are the most successful. The next-best performing videos were less than one minute long. Of course run time is influenced by platform. Some channels may truncate video to be far shorter than three minutes. The length of your video should be determined by the content. Like writing a blog post, your video should be long enough to cover the topic or convey the message completely, but succinctly. If your video is too long for a particular platform, use that platform to tease the video and link to the full-length version.

5. Videos are made to inform and connect people.

Almost half of respondents say they create videos to raise brand awareness. When planning videos, marketers say their two primary goals are to create a human connection (37%) or inform their audience (37%).

There are multiple video formats that can achieve these goals. Opting for real employees over hired talent or voice actors can go far to connect your audience with people behind your organization. Information-based video can often be the most cost- and time-effective to create. With stock video, some music and text on screen, you can convey data, quick tips and insights.

NEED SOME VIDEO INSPIRATION? CHECK OUT OUR POST: 4 Compelling and Cost-Effective Video Marketing Ideas

6. Creators haven’t taken full advantage of videos yet.

Only 12% of respondents say their organization uses existing videos to their maximum potential. For this fraction, the survey asked how they achieved excellent results with video. One respondent said, “We’ve made good videos, our competitors don’t have similar quality, and our audience doesn’t have the time for longer content.” Another respondent attributed strong results to having tech and marketing teams with video expertise.

7. Video works best with a strategy.

While only 15% of respondents say they are exceeding their expectations with the success of videos, 59% say a video strategy would help them improve their results. Setting a video strategy helps provide direction and focus, and it should be one component of a comprehensive content strategy.

To get started with a solid content strategy that serves as the foundation of your video efforts, download our guide by filling out the form below.