Top Marketing Statistics You Need to Know in 2022

Feb 07, 2022

Interested in enhancing your company’s ability to connect marketing to sales? HubSpot just released their Ultimate List of Marketing Statistics for 2022 and we’ve put together for you a summary of the top SEO, content marketing, social media, video marketing, email marketing, lead generation and digital advertising statistics you should know this year to do just that.

Top Search Engine Optimization Stats

  1. Over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies. (HubSpot State of Marketing Report, 2021)
  2. 71% of marketers say using strategic keywords was their number one strategy for SEO. (HubSpot State of Marketing Report, 2021)
  3. Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
  4. The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)
  5. Website is the #2 channel used in marketing, behind social media. (HubSpot State of Marketing Report, 2021)
  6. 69% of marketers invested in SEO in 2021. (HubSpot State of Marketing Report, 2021)
  7. 64% of SEO marketers call mobile optimization an effective investment. (HubSpot Blog Research, 2021)
  8. Mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
  9. Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)
  10. Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)

Measure SEO Success

Top Digital Advertising Statistics

  1. 44% of respondents say they use adblockers because they don't want their online behavior to be tracked. (Statista, 2020)
  2. In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
  3. Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
  4. 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
  5. 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)
  6. Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)
  7. An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
  8. Viewers are 4x more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)
  9. Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)
  10. In-app ad revenue is expected to rise in 2021 by 6.2% for non-gaming apps and by 19.1% for gaming apps. (Omdia, 2020)

Top Content Marketing Stats

  1. 82% of marketers actively use content marketing. (HubSpot State of Marketing Report, 2021)
  2. Short articles, less than 3,000 words, ranked third in the B2B content assets that generated the best results in the last 12 months. (Content Marketing Institute, 2021)
  3. 54% of decision makers say they spend more than one hour per week reading and reviewing thought-leadership content. (Edelman/LinkedIn 2021)
  4. 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
  5. 45% of marketers are already using infographics while 38% plan to leverage it for the first time in 2022. (HubSpot Blog Research, 2021).
  6. Video is the number one format marketers used in their content strategy in 2021. (HubSpot State of Marketing Report, 2021)
  7. Video will be the top investment for B2B brands in 2022. (Content Marketing Institute, 2021)
  8. 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020)
  9. 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020)
  10. 80% of marketers who leverage audio content and podcasts plan to invest the same amount or more budget in 2022. (HubSpot Blog Research, 2021)

Primary Forms of Media Use

Top Lead Generation Statistics

  1. The top priority for marketers is generating leads. (HubSpot, 2020)
  2. More than half (53%) of marketers say webinars is the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021)
  3. 53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021
  4. In 2021, 78% of marketers say their demand-gen budget will grow or remain the same. (Activate, 2020)
  5. 28% of marketers say using additional account-level fields helps improve their lead scoring. (Activate, 2020)
  6. 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
  7. 76% of companies report using automation in 2021. (HubSpot State of Marketing Report, 2021)
  8. 92% of B2B marketers now have an ABM program, and 68% of them use automation. (Salesforce, 2020)
  9. 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
  10. Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)

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Top Social Media Statistics

  1. LinkedIn has over 774 million users, with roughly a quarter of them being U.S. internet users. (Statista, 2021)
  2. LinkedIn is the largest B2B display advertiser in the U.S. at 32.3%. (eMarketer, 2021)
  3. 4 of 5 LinkedIn members drive business decisions. (LinkedIn, 2021)
  4. Over 90% of B2B marketers use LinkedIn for organic social marketing. (Content Marketing Institute, 2021)
  5. 82% of B2B content marketers leveraged Twitter for organic marketing in 2021. (Content Marketing Institute, 2021
  6. Facebook is the primary content distribution channel for marketers today. (HubSpot State of Marketing Report, 2021)
  7. 69% of Americans use Facebook. (Statista, 2021)
  8. 3% of Facebook users access the app on mobile. (Statista, 2021)
  9. Social listening is the number one tactic used by marketers. (HubSpot, 2020)
  10. The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)

Social Media Channel

Top Email Marketing Statistics

  1. The industry average email click-through rate is 2.13%. (GetResponse, 2020)
  2. Friday is typically the day with the highest clickthrough rates potential, at 2.7%. (Campaign Monitor, 2020)
  3. Audience segmentation is one of the top three tactics used by marketers in email marketing. (HubSpot State of Marketing Report, 2021)
  4. Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)
  5. Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)
  6. Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
  7. From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
  8. In the U.S., 21% of email opens happen between 9 a.m. and noon. (Litmus, 2019)
  9. Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
  10. The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)

Top Video Marketing Statistics

  1. The average engagement rate for short-form video content is 53.9%. (Wistia, 2021)
  2. 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
  3. 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
  4. 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
  5. 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
  6. People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
  7. The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
  8. YouTube is the number one platform social media marketers build communities on. (HubSpot Blog Research, 2021)
  9. The YouTube audience spans multiple age groups, with 49% of U.S. users over the age of 65. (HubSpot State of Marketing Report, 2021)
  10. 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)

Interested in enhancing your company’s ability to connect marketing to sales? Contact Jonathan Ebenstein at 440-772-0180 or email Jonathan.

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