43.2% of Spaniards choose TikTok to watch videos [Estudio HubSpot]


Spain is immersed in a renewed process of digital transformation, a fact that has been accentuated since the pandemic. In one year, the number of Internet users has grown by almost 1%, reaching 94% of the Spanish population in 2022, no less than 44 million people in our country use the internet.

As a result of this accelerated digitization, companies have turned their marketing strategies around to adapt to these new habits, both general and consumer. Among these, the growing popularity and effectiveness of the video format stands out, which manages to attract the attention of users thanks to its dynamism. And, it is that, considering the recent study prepared by Hub Spot 23.4% of respondents prefer video content compared to other non-audiovisual formats, followed by those who prefer social networks (15.56%) and podcasts (11.7%).

TikTok is the favorite to consume videos and Instagram to share own content

Due to the success of this format, more and more non-native video networks are deciding to increase their bet on it. This is the case of Instagram or Facebook, for example, two networks that are focusing their most recent strategies on videos, specifically on reels.

HubSpot’s study shows that the most used social network to watch videos is TikTok (43.21%), followed by Instagram (38.27%) and Facebook (7.41%). However, Instagram continues to be the preferred network for users to share their own content, as confirmed by 56.79% of those surveyed.

Likewise, the favorite device to play the videos is the mobile phone (46.02%). While in second place we find the computer (28.98%) and in third position the tablet (13.07%).

Video as a valuable sales and marketing tool

The video format is a useful resource that can be integrated throughout the entire customer-based cycle, and not only to increase brand recognition. As Shelley Pursell, Marketing Director of HubSpot for Iberia and Latin America, assures: “Video is not only a piece of a company’s complete marketing plan, today we see that it is a tool to increase engagement and educate audiences, in addition to boosting the reach of campaigns to ensure that the efforts put into them pay off. 79% of marketers who are not using video plan to build a strategy this year and 99% of those who already use it plan to use it more.”

On the other hand, according to HubSpot, video continues to be a fundamental element in the consumer’s journey, as well as in their brand awareness cycle. This becomes even more evident when knowing that 55.11% of consumers resort to opinion videos and 53.41% to video tutorials when researching about a product or service prior to making purchasing decisions.

Video marketing educates and creates connections with the user

Still 23.4% of respondents like find videos about business, education and use them for information. Video marketing helps build trust and can be used to convey value to your consumers or the general public.

This is why, as Shelley Pursell states, “pTo be successful you need a solid video marketing strategythat is why we believe it is important to take into account these six points to create one: choose the target audience and know where they spend their time, connect with the parties involved and have a clear objective, establish a timeline and budget, choose the best platform for distribute the video, create messages for each type of audience, and define the metrics”.

Authenticity builds trust

If we stop to analyze the characteristics that a video must present in order to succeed on the web, we discover that being an expert in production, although it helps, is not so necessary. And, it is that, most videos with high playback rates are simple and have not gone through large or numerous editing processes.

So much so, that the study reveals that the 77.84% of those surveyed prefer to view videos with real images, 75.57% in short format (of which 31.25% prefer that they last less than 2 minutes) and 40.91% in their original language. We thus see how authenticity prevails over quality due to the trust and connection it generates.

Also, the title (42.22%) and the description (24.44%) are usually the most influential factors for users to choose to play one video or another.

Image: HubSpot

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