76% of Marketers Say Video Was Most Important Form of Content in 2020

As more content marketers turn to video to resonate with their target audience, new research suggests that this form of media is going to continue to grow in importance.

Vidyard and Demand Metric recently came together to conduct “The State of Video 2020” report, and statistics showed that in 2020, video was the most important form of content for most organizations (76%). This is compared to 71% who said the same just one year earlier.

In the future, the majority of marketers (83%) believe that video will become even more important to their organization. This was compared to just 13% who said they believe its importance will stay the same, and 4% who said it will decline in significance.

Overall, most marketers (48%) said that in 2020, their ROI from video continued to get better. This was compared to 47% who said the same back in 2019.

The Rise of Enterprise Marketing Video Content

As content marketers shift toward developing more videos, previous research suggests that their initiatives are paying off.

Brightcove published the “Q2 2020 Global Video Index: Enterprise and Retail Edition” report, and data suggested that enterprise video viewers on computers rose 66% in the second quarter of 2020. In addition, enterprise video viewers on mobile phones sharply rose 216% in the same period.

In general, enterprise video viewers increased 93% in the second quarter. In the month of June alone, the percentage of enterprise video views rose 145%.