Video Ads are the #1 Way Consumers Discovered a Brand They Later Purchased From

Animoto, the company that makes it easy for anyone to create professional videos for marketing, sales, human resources, and more, reported new survey results today that detail a shift in social media platforms and video marketing trends. The video creator shared its Emerging Video Marketing Trends for 2022 report that details an in-depth look at the current video marketing landscape.

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Animoto’s latest study reveals video is the #1 most helpful form of content for consumers making a purchase decision.

“For brands planning their 2022 marketing strategy, video is a prominent and undeniable purchase driver,” said Brad Jefferson, CEO and co-Founder of Animoto. “At Animoto, we’re passionate about leveling the playing field so companies of all sizes can leverage the proven power of video, and experience that momentum first-hand.”

Video Stands Out as a Purchase Driver

• 93% of businesses landed a new customer after sharing a video on social media.
• Video ads on social were the #1 way consumers discovered a brand they later purchased from.
• 94% of marketers said paid video ads had a positive ROI for their business.

TikTok Gains Momentum Among Consumers

• Consumers said Facebook, YouTube, and TikTok were the top 3 social platforms on which they watched videos that led to a purchase.
• TikTok is the #1 social media platform increasing in popularity, according to consumer research.
• After discovering a new product or service, 67% of consumers visit the brand’s social media first. That’s a 9% increase from 2019.

Video Marketing Informs Brands’ 2022 Strategy

• When shopping online, video is the #1 most helpful form of content in making a purchase decision.
• 39% of consumers watched more video ads on social media than on TV in 2019. This year, that number rose to 58%.
• While marketers intend to invest the highest ad spend on YouTube in 2022, consumers will be flocking to TikTok to browse, discover, and purchase.

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