Talk to us
Menu
Talk to us

2021’s Statistics on Commercial Videos (and What They Mean)

Feb 1, 2022 6:37:03 AM

It’s a new year, and that means it’s time to reflect. And crunch some numbers!

So what did 2021 tell us? Which trends soared and which ones bored?

Let’s dig in.

General Video Stats

1. The number one way customers are moving from discovering a brand to purchasing its products is video ads. (Animoto)

animated commercial video

This sounds obvious at first, but it’s an important factor: video ads don’t just introduce your brand, they convert them from viewers into active customers. It’s a testament to just how primal and engaging video really is.

 

2. According to Biteable, around 68% of marketers claim a return of the investment of a video is better than from one of Google Ads. Moreover, YouTube is claimed to have a better ROI for the video content than Facebook or Instagram.

commercial videos

This is big. 2021 saw a shift from regular online ads to video, and the numbers back it up. Investing in video pays off more reliably than Google, Facebook and Instagram.

And it shouldn’t be surprising. The internet started out as mostly text with a few images. But as the world moved from dial-up modems to ubiquitous broadband and high-speed mobile data, the internet and social media evolved with more images and video. So it makes sense that ads have followed suit and evolved to take advantage.



3. Shoppable video is starting to show higher conversion and click-through rates than those of display ads. Source

shopping video

Video is now the king of driving conversions, and there’s scores of data to back it up. Video has surpassed display ads with higher success rates. And it’s not hard to see why.

Text is easy to read, but images are visual. Moving images grab attention even better. And moving images plus sound capture our two most dominant senses together. It’s even more natural and lifelike because this is largely how we perceive the world around us already.



4. Combining video with full-page ads boosts engagement by 22%. Source
video ads
Of course, it doesn’t have to be a binary choice. Combining ads with video clearly has a powerful effect on engagement. It’s time to update your marketing strategy and include these kinds of hybrid approaches for best results.



Social Media Stats

24% of consumers are making more purchases due to ads on social media than they did last year. Animoto

ads on social media

That’s a big jump in just one year. But it’s a testament to the power and speed of social media’s ubiquitous growth. And serves as a warning of sorts: catch up or be left behind! Your ad messaging has to be present wherever your audience goes.


2. Video ads on social media are the most common way for consumers to find new brands and products before purchasing. Animoto
video ads on social media

Ads are one thing. But testimonial videos, reviews from enthusiasts and critical analysis from experts all give consumers an added level of information and take the risk out of blindly trying a new brand or product. And they’re all on video. A slick ad campaign by a company boasting about its product’s features is compelling; but a consumer will readily trust a first-hand testimonial from a fellow user like themselves.


3. 46% of consumers watch more video ads on social media platforms than on TV. Animoto

video ads on social media platforms
That’s nearly half your audience, and that statistic is likely to keep growing. If you’re focusing on television and more traditional/old-fashioned channels for your messaging, you’re pretty much handicapping your marketing. It’s time to go where your audience already lives: on social media.


4. 80% of marketers feel positive about the ROI of video ads published on social media. Source

roi video ads

Chances are your marketing team will happily back this up, too. Today, social media is a sure-fire thing as far as your ad messaging is concerned. The numbers don’t lie!



TikTok Stats


1. TikTok’s brand takeover ads guarantee 5 million daily impressions. Source

tiktok ads

TikTok seems to be a somewhat unusual and niche platform at first glance. But regardless of how well you understand its appeal or which side of the generation gap you’re on, it cannot be denied that the app has massive reach. Five million daily impressions is nearly the population of Toronto, Canada being reached every single day! TikTok may be bizarre and silly to some, but those numbers are nothing to laugh at.


25% of marketers plan to start using TikTok as an advertising channel in 2021. Postclick

tiktok as an advertising channel

…And this past year, marketers took notice of those numbers. A full 25% of marketers started using TikTok to increase their reach, and it’s done wonders for their messaging.



Twitter Stats


1. Video Website Cards on Twitter videos give a 2x higher clickthrough-rate as compared to standard video ads and boosts user retention by more than 60%. Twitter

video website cards
Twitter is no different. What started out as a text-only microblogging platform with a 160-character limit, has evolved over the years into its own unique social media platform with its own style and culture. And video ads are flourishing here, too!


2. Video is the fastest-growing advertising tool on Twitter. (Twitter)

twitter advertising
The statistics speak for themselves. Video is popular and growing even moreso, everywhere, and Twitter is no exception.


3. Twitter Video Ads save more than 50% on cost per engagement. Source

Pointer-13
Not only is video wildly popular, it’s also surprisingly economical. The broad impression people have is that video is expensive and laborious. But studies show that you actually spend less on cost per engagement, especially on Twitter.


4. Twitter Video Ads with Website Buttons deliver a 2x higher click-through rate than standard mobile video ads and increase user retention by more than 60%. Source

twitter ads
Twitter has overtaken standard mobile video as the go-to platform for ads. It’s not just a question of reach, but interaction and conversion, too– and by a long way.



Facebook Stats


1. Facebook has more than 500 million active video advertisers every month. Source

facebook advertising
The popularity and ubiquity of Facebook needs no explanation. It’s no surprise that it’s also a powerful advertising platform today, beating out all competing traditional giants in the field.


2. Almost 75% of brands use video ads on Facebook.

video ads on facebook
The internet as a whole has been steadily moving from text and images to video, and that includes social media. Video is the new text, a native language among netizens and mobile users. So it makes sense that video advertising has never been so popular, even on Facebook.



Instagram Stats


1. About 25% of Instagram advertisements consist of a single video.

instagram ads
A highly visual platform, Instagram lends itself naturally to video as well as images– and video ads and video branding work especially well in this space. It doesn’t even need to be a long and/or expensive campaign– even a single video can do the trick just as well.


2. Instagram video ads receive 3x more engagement than image ads, by means of comments. Source

instagram video ads
When we say “naturally” this is what we’re getting at– not only are video ads tolerated by Instagram users especially well, they’re great for interaction and engagement. Communicating with your audience is especially important, so pay attention to the comments as well as the view stats.


3. 47% of consumers appreciate ads on Instagram Stories. (Animoto)

ads on instagram stories
Instagram incorporates ads into stories as well, and they’re powerful and effective, blending seamlessly and unobtrusively into the format and experience. This is a great space to take advantage of and get your brand seen and heard.


Final Words


So there you have it, our report on commercial video trends for 2021. How does this inform and influence your strategy going forward into 2022? Is there anything we missed out on? Let us know in the comments!

And until next time: keep telling your stories!

GET STARTED

Subscribe by Email

No Comments Yet

Let us know what you think