YouTube is the most popular video platform on the internet today. While everybody knows it’s a comprehensive source of virtually all types of videos – entertainment, sports, culture, education – it’s also an important marketing tool you can leverage to elevate your digital presence.
With a properly implemented YouTube marketing strategy, you can take advantage of YouTube’s massive user base to grow your following and gain access to a steady stream of leads.
Develop a robust YouTube marketing strategy with the help of our YouTube statistics 2022 compilation. Learn more about YouTube marketing, the top YouTube search trends in 2020 and the different YouTube trends 2022 has revealed to fine-tune your YouTube strategy.
Let’s dive into them:
General YouTube Statistics
• YouTube stats show that the platform has over 2 billion monthly active users (YouTube, 2021).
According to YouTube stats provided by Statista, YouTube enjoys over 22.8 billion monthly visits from users, second only to Google, with 86.9 billion monthly visits.
• YouTube users spend an average of 19 minutes watching videos daily (Alexa, 2021).
This is a giant leap from YouTube stats in 2020, when users spent an average of 11 minutes on YouTube – a 72.3 percent increase.
• Seventy-nine percent of internet users reportedly have a YouTube account (DataReportal, 2019).
YouTube’s user base has grown steadily over the years. One reason for its dominance as a video-sharing platform is accessibility. Nearly everyone can create a channel and publish videos on the platform, which explains its meteoric rise as the second-most popular website on the internet.
• Mobile users make up the majority of YouTube’s demographic, with more than 70 percent of watch time coming from mobile devices (YouTube, 2019).
Speaking of accessibility, YouTube makes its platform easy to access on mobile devices through its mobile app. Because it’s so easy to use, an overwhelming majority of users now access the site through this app. Keep these YouTube statistics in mind when designing a YouTube digital marketing strategy to optimize your content.
YouTube Marketing and Ads Statistics
• Fifty-five percent of marketers use YouTube as part of their digital marketing strategy (Social Media Examiner, 2021).
Having a YouTube digital marketing strategy can be transformative for your business. What’s surprising about this YouTube marketing stat is that an astounding 45 percent of marketers haven’t realized what it can achieve for their marketing strategy.
• After seeing branded content on YouTube, 70 percent of viewers were convinced to purchase from that brand (Google, 2020).
By having a YouTube digital marketing strategy, you can leverage the power of video marketing to convey your marketing message. Not only that, but it also makes it easier to capture your audience’s attention, strengthen your sales pitch and boost your credibility. All of that combined equals a powerful strategy that gets results.
• According to YouTube trends, 50.9 percent of business-to-business (B2B) decision-makers use YouTube for research (Hootsuite, 2020).
Thanks to YouTube’s overwhelming popularity, many decision-makers now rely on the digital platform to perform audience research. Video marketing agency experts cite the diversity of YouTube’s user base as their reason for choosing YouTube.
• Users who watch a TrueView ad in its entirety or for at least 30 seconds are 23X more likely to perform a desired action (Think With Google, 2015).
Users who view TrueView ads to completion or at least 30 seconds are 23 times more likely to visit a channel or watch and share branded content.
YouTube Video Marketing Strategy Statistics
• Sixty-two percent of U.S. businesses now use YouTube as a distribution channel for their video marketing strategy (Buffer, 2019).
Many U.S. business owners have realized the value that video marketing services bring by highlighting the power of video in effective brand communication. They now turn to YouTube as a powerful channel for distributing marketing content. The platform has become a primary distribution channel for businesses and video marketing services alike.
• According to YouTube statistics 2022, 20 percent of users will close a video if they aren’t hooked within the first 10 seconds (Advanced Web Ranking, 2018).
User attention spans are at an all-time low. Video marketing agency tool Advanced Web Ranking’s YouTube statistics 2022 show that an overwhelming number of users will bounce or close a video if they aren’t hooked within the first 10 seconds. One way to overcome this is by providing an executive summary of your content during the early stages to give users a glimpse of what to expect and capture their attention.
• YouTube is second only to Instagram as a popular platform for influencer marketing (MediaKix, 2019).
Ask any video marketing agency professional: Influencer marketing is becoming an essential component of a business’s overall marketing strategy. It delivers 11X higher return on investment (ROI) than other forms of digital marketing. As a popular platform for sharing all kinds of content, YouTube has become the most important platform for influencer marketing outside of Instagram.
YouTube Search Trends
Early in 2021, Ahrefs released a detailed report of the top YouTube search trends in 2020. The report contained a list of the most popular search terms in the U.S. in 2020.
Here’s what they found:
• Music-related searches dominated the list, occupying 20 spots. Popular search terms include Old Town Road, Billie Eilish, BTS and lofi hip hop.
• Branded searches (channel names and YouTube influencers) accounted for 52 percent of the top 100 list, with five appearing in the top 10.
• People use YouTube to be entertained, which is evident in the searches that dominate the list, with 93 percent of the top 100 searches related to sports and entertainment.
Top YouTube Trends 2022
1. Easily consumable videos are all the rage.
Short-form video content went viral in 2013 with Vine and has now re-emerged as one of the more popular video formats thanks to the emergence of TikTok and, later, Instagram Reels. As one of the biggest YouTube trends to come out in 2020, YouTube is following suit.
Last year, the giant video platform introduced its Chapters feature, allowing viewers to view and skip to specific sections of long videos as highlighted on the trackbar. Then a few months later, it launched YouTube Shorts, a vertical video section where creators can showcase their creativity through 60-second videos.
With mobile consumption going up by 100 percent each year, YouTube is set to capture both long-form and short-form content audiences by delivering easily consumable content on a single platform. So perhaps now is the time to diversify and integrate both formats in your YouTube marketing strategy.
2. YouTube ads are replacing traditional ads.
A Forrester study predicted that by 2025, roughly 50 percent of viewers won’t be subscribing to paid cable. With the continued fall of television, advertisers are pulling away from TV ads in favor of advertising on more popular channels like YouTube and other video-on-demand channels. YouTube is reaping the benefits of this migration and is now displaying two-part ads over content as more companies are investing in YouTube advertising.
3. Viewers are spending 8X more time watching live streams than on-demand videos.
YouTube’s live streaming feature isn’t something new. It was launched in May 2013 and was later added to its mobile app. But with live streaming taking social media by storm, it’s no wonder people are spending so much more time on live videos on YouTube. In fact, YouTube stats 2022 say people are more likely to watch a live video on YouTube than any regular video. Live streaming became so popular in 2020 that YouTube now has a dedicated channel for live videos.
Take advantage of the live video trend to grow your business and get more out of your YouTube strategy. Live videos are a great way to connect with your followers, allowing you to interact with them in real-time. Your viewers speak to you, and you answer their questions, which makes the interaction all the more authentic – and makes your followers feel genuinely valued.
4. “Interactive” shopping videos are growing more popular.
There is an inherent sense of uncertainty when it comes to shopping online. To alleviate some of that uncertainty, shoppers turn to the internet to find more information about products they want to buy. And what better tool to use than the second-largest search engine on the internet?
As one of the more surprising YouTube trends to come out this year, YouTube is now a go-to channel for online shoppers for all types of shopping content. Here are some of the most popular shopping-type videos according to YouTube stats 2022:
• Gift Guides
• Product Reviews
• Product Comparisons
• Best-Of Lists
YouTube is testing a new YouTube Shopping feature where creators can tag products on videos. Adding in-app shopping features could transform the way brands advertise on YouTube – something potentially worth adding to your YouTube video marketing arsenal.
5. Beginner videos are more popular than ever.
The term YouTube University became popular with the rise of YouTube as a platform for tutorials and learning videos. But during the pandemic, the popularity of so-called beginner videos hit an all-time high, with people turning to YouTube to learn new hobbies.
How-to videos, tutorials, life hacks and cooking videos are all the rage right now, especially among millennials, with 70 percent believing they can always learn something new from YouTube.
You can take advantage of this trend by introducing beginner-type YouTube video marketing content to your strategy.
Fine-Tune Your YouTube Marketing Strategy
As one of the biggest platforms on the internet, YouTube can do wonders for your business. Taking advantage of our YouTube stats 2022 list enables you to fine-tune your marketing strategy. You can gain insights into what tactics work, content ideas that resonate with your audience and YouTube trends 2022 to take advantage of and prepare for.
Do you need to get in touch with a professional YouTube marketing agency? Start refining your YouTube strategy with Thrive’s video marketing services.
Our YouTube marketing agency elevates your digital marketing strategy by leveraging the power of video marketing to capture your audience and persuade them to convert.
Work with our YouTube marketing agency and catapult your business to greater heights. Get a free consultation session by messaging us here.