65 Marketing Statistics You Need to Know Before Heading Into 2022

With 2022 fast approaching, it's easy to get caught up in the excitement of a new year. As you plan your content strategy for the next 365 days, it's important to keep the following marketing statistics in mind if you want to amp up your copywriting and content writing game.

Digital Marketing Statistics

1. Over 3/4 of consumers took a new liking to online activities in 2020. Of those, 21% purchased a product online for the first time. (Qualtrics)
2. 86% of marketers increased brand awareness by using one or more digital marketing channels, whereas 79% of marketers educated their audiences via digital marketing. (Content Marketing Institute)
3. 75% of marketers boosted their company’s credibility and trust with digital marketing tactics. (Content Marketing Institute)
4. 85% of marketers believe that consumers expect personalized experiences. (Evergage)
5. 80% of consumers prefer to buy from brands whose actions align with their values. (KPMG)
6. 35% of marketers reach out to their leads weekly, with 22% contacting them every three days. (Demand Gen Report)
7. Companies that nurture leads well with inbound marketing make 50% more sales. (Marketo)

Content Marketing Statistics

8. 73% of marketers said that content marketing has good or excellent ROI. (Statista)
9. 83% of B2B content marketers say they’ve successfully used content marketing to nurture leads and subscribers. (Content Marketing Institute)
10. 88% of the most successful content marketers prioritize audience information over sales messages, compared to 50% of the least successful content marketers. (Content Marketing Institute)
11. 47% of buyers view three to five pieces of content before engaging with a sales rep. (HubSpot)
12. 51% of companies say updating old content has proven the most efficient tactic for their content marketing strategy. (G2)

Blog Statistics

13. Blogs (86%), case studies (42%), and customer success stories (36%) are the most popular content formats. (G2)
14. 38% of B2B company blogs publish content to educate their audience. (Backlinko)
15. 83% of B2C content marketers use blog posts or short articles in their strategy. (Statista)
16. The median average time spent reading an article is 37 seconds. (SEMRush)
17. Listicles get the most shares online and more traffic than other types of blogs. (SEMRush)
18. Readers spend an average of 37 seconds on an article. (NewsCred)
19. 75% of people prefer reading articles under 1,000 words. (SEMRush)
20. While shorter articles are preferred, longer articles do better in rankings and website visits because they are more comprehensive. (SEMRush)
21. To maximize social shares, aim for your content to be between 1,000 and 2,000 words long. (Backlinko)
22. On average, long-form content generates eight times more page views, three times more social media shares, and nine times more leads than short-form content. (SEMRush)

SEO Statistics

23. 74% of marketers said that SEO has good or excellent ROI. (Statista)
24. 87.8% of searches come from Google where 5.6% of search comes from Bing. (Statista)
25. The #1 ranked website on Google’s search results has an average click-through rate (CTR) of 31.7%. (Backlinko)
26. The #1 search result has 3.8 times more backlinks than the search results ranking #2-10. (Backlinko)
27. Less than 1% of online users click on something from Google’s second page. (Backlinko)
28. 40% of online search queries contain two keywords. (Statista)
29. 14.1% of all Google searches are in the form of a question. (Backlink)
30. Articles with long headlines (14+ words) get more traffic, more shares, and more backlinks than those with short headlines (7-10 words). (SEMRush)
31. Longreads (3,000+ words) get more traffic, shares, and backlinks than articles of average length (901-1,200 words) (SEMRush)
32. A well-structured content format is more likely to see a high performance. (SEMRush)

Social Media Statistics

33. 56% of marketers said that social media marketing has good or excellent ROI. (Statista)
34. 85.7% of marketers increased their social media activity when the COVID-19 pandemic began. (Statista)
35. Marketers post on social media on average 3-4 times per week. (G2)
36. 64% of social media marketers intend to increase brand awareness, whereas 45% of them are looking to drive conversion. (Hootsuite)
37. 66% of marketers use social media to generate leads. (G2)
38. Roughly 80% of online consumers have made a purchase from social media ads. (Statista)
39. Facebook is the most popular social media platform, used by 94% of B2B and B2C marketers. (Statista)
40. 76% of marketers use Instagram. (Statista)
41. 95% of B2B marketers used LinkedIn in 2020, making it the top B2B social media channel. (Content Marketing Institute)
42. B2B marketers agree that Linkedin is the most effective social media channel for lead generation, but only 47% of them actively use it. (G2)
43. YouTube is the second most popular website after Google. (G2)

Video Marketing Statistics

44. 86% of businesses use video as a marketing tool, an increase of 41% from 2016. (Wyzowl)
45. Video is the most commonly used form of content marketing, overtaking blogs and infographics. (HubSpot)
46. 74% of marketers said the COVID-19 pandemic made them more likely to use video, and 24% used video for the first time in 2020. (Wyzowl)
47. 87% of video marketers used YouTube last year, making it the most widely used video marketing platform for the seventh year in a row. (Wyzowl)
48. 96% of consumers have watched a video about a product or service. (Wyzowl)
49. 52% of people prefer visual content that is 3-6 minutes long. (TechSmith)
50. 84% of consumers purchased a product because they watched a marketing video. (Wyzowl)
51. 78% of video marketers say video has directly helped increase sales. (Wyzowl)

Email Marketing Statistics

52. 75% of marketers said that email marketing has good or excellent ROI. (Statista)
53. 74% of B2C marketers said they used email newsletters for content marketing. (Statista)
54. 50% of B2B marketers say email is the most effective channel for lead generation, followed closely by search engine optimization. (Statista)
55. The average open rate of an email is 18% whereas the average click-through rate (CTR) is 2.6%. (Campaign Monitor)
56. 48% of B2B digital marketing professionals said email marketing was highly effective in driving conversions. (Statista)
57. Email marketing has an average conversion rate of 3.71%. (Optinmonster)
58. “Too many emails” is the primary reason why a reader unsubscribes from an email list or reports it as spam. (HubSpot)

Mobile Marketing Statistics

59. Mobile devices account for 55% of the global market share, followed by desktops at 42%. (StatCounter)
60. 25% of Internet users access the Internet solely on a mobile device. (G2)
61. Consumers spend about 4.2 hours per day on mobile devices, up 20% from 2020. (App Annie) 
62. Mobile devices generate about half of all website traffic globally. (G2)
63. Mobile commerce (m-commerce) grew by more than 30% worldwide throughout 2020. (App Annie)
64. 59% of consumers say that being able to shop on mobile is important when deciding where to buy. (G2)
65. 77% of mobile internet users found targeted mobile ads annoying rather than helpful. (Statista)

Takeaway

Marketers need to keep in mind the various marketing channels that are available to them and how to best use each one. With blog, social media, video, and email being some of the most popular forms of marketing, it’s important for marketers to experiment with different content types and strategies to see what works best for their brand and audiences.