17% of Marketers Who Don’t Leverage Video Rely on Email Marketing

Although video continues to grow in use across organizations, new research indicates that not all marketers have hopped on the bandwagon just yet — but what are they leveraging to resonate with customers instead?

UpCity recently published its “Video Marketing Study” for 2022, and statistics suggested that out of the U.S. businesses that don’t use video marketing, the majority (17%) turn to email marketing instead. This is followed by social media marketing (16%), search engine optimization (15%), and content marketing (14%), indicating that video is not the only option for driving leads and revenue. In general, 11% of marketers do not currently use video or have plans to do so in the future.

Out of the marketers who have a video marketing strategy in place, most respondents (47%) claim that it is only “somewhat effective” at the moment, highlighting room for improvement.

Discovering the Advantages of Video Marketing

Many marketers may still be assessing the potential value of video, but previous research suggests that it has already become an integral part of some organizations’ strategies.

Wyzowl conducted “The State of Video Marketing 2022” report, and data indicated that 92% of marketers now consider video to be an important part of their marketing strategy. About 87% claim that it has helped them boost traffic, while 94% state that they have increased user understanding through video content. Approximately 86% claim that it has also helped generate leads, and 81% say that it has directly increased sales.

At the time when this data was collected, some marketers said they weren’t yet leveraging video — but 79% of participants in this group claimed they intended to do so within the year.