88% of Marketers Are Now Using Video for Content Marketing Purposes

As marketers look for new ways to elevate their content marketing strategies, new research suggests that many of them are turning to video.

Vidyard and the Content Marketing Institute recently teamed up to conduct the “Content Marketing Video and Visual Storytelling Survey,” and statistics indicated that 88% of marketers are now using videos for content marketing. That being said, many are newcomers to this area, with the majority of marketers (38%) stating that their organization has only been utilizing video content for 1-4 years.

Over the last two years, most marketers (83%) agree that video has become more important to their business. Thus far, 71% of respondents said that their organization is getting at least “average results” with their video content, and it is meeting their expectations. About 17% stated that it was exceeding their expectations.

Finding Avenues of Success in Video Marketing

Despite the challenges that have developed in light of the pandemic, previous research indicates that marketers have been able to grow their customer base, specifically through video.

MotionCue published its “Video Marketing Statistics 2021: Navigating Through Change” report, and 78% of marketers said that video helped them get new customers in 2020. Furthermore, 85% believe that video will play a critical role in marketing over the coming years.

Most marketers (70%) say that video content has shown a positive return-on-investment. About 28% claim that it has helped them build brand awareness, and 24% say that it has helped them explain products.