The State of Video Marketing 2022: Relevant insights for Tourism

Video has been the breakout trend in digital marketing for the past decade. When used correctly and effectively, it can increase the public’s engagement with a company or brand content, develop confidence and reach more people beyond its audience.

Marketers usually bet on video because people tend to be easily persuaded by the powerful combination of images, sounds, and movement. When it comes to Tourism, audiovisual content also is used to transport viewers to the experiences and emotions they can find in the tourism destinations, products, and services.

But what’s happening in video marketing right now?

Wyzowl’s State of Video Marketing Survey

Annually, Wyzowl asks marketing professionals and online consumers various questions to analyze how video marketing is changing and developing.

The Wyzowl's State of Video Marketing Survey 2022 puts together some statistics that could be pretty relevant for the Travel Video Marketing sector.

The key findings

86% of businesses use video as a marketing tool.
A considerable proportion of marketers (92%) continue to value video as an ‘important part’ of their marketing strategy.
46% of marketers said it had become easier to convince others in the business on the value of video content.
43% of marketers said video was made necessary by new challenges, including the coronavirus pandemic.
Companies create a broad range of different videos. 42% mostly use live-action videos, 33% primarily use animated videos, and 16% mainly use screen recorded videos.

What are marketers looking to achieve when they invest in video?

62% say video marketing success is determined by the engagement their videos get – including shares, likes, and comments;
61% say the number of video views determines success;
60% say leads/clicks are the main determining factor of video marketing success;
44% say brand awareness and PR are their criteria for video success;
41% say customer engagement and retention are their primary measuring sticks for video marketing success;
93% of marketers say video has helped them increase brand awareness.

The customer view

88% of people would like to see more video from brands in 2022 ((An increase of 3% from last year).
88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
When asked how they’d most like to learn about a product or service, 73% said they’d prefer to watch a short video. This compares to 11% who’d rather read a text-based article, website, or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 3% who’d like a sales call or demo.
People watch an average of 19 hours of online video per week. (This is an increase of 1 hour per week compared to 12 months ago and a staggering 8.5hour increase per week across the past 3 years).
People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.

Video Marketing usage

More than 99% of people who use video for marketing say they’ll continue using video in 2022.
Two-thirds of marketers (66%) will either increase or maintain their spending.

These recent statistics show that video has gained importance for brands, including Tourism over the years. As one of the most interactive content with the target audience is expected that video continues to grow and be increasingly used. Video Marketing is here to stay.