99% of Marketers Who Already Use Video Will Continue to Do So in 2021

As the investment in video content continues to ramp up, new research suggests that marketers will keep using this form of collateral to resonate with their target audience.

Wyzowl recently published “The State of Video Marketing 2021,” and statistics showed that more than 99% of marketers who use video for marketing say they’ll continue to do so throughout the remainder of the year. In addition, 96% will either increase (67%) or maintain (29%) their spend in this area.

Overall, the number of marketers using video as a tool has steadily increased from 2016. Originally, 61% of marketers said they use video as a marketing tool (2016), which has since risen to 86% (2021). That being said, the authors of the report write that “there remains potential for growth in video use.”

The Growing Investment in Video Content Marketing

This is not the first batch of research to suggest that marketers will be investing heavily in video in the coming months. A previous study indicates that the investment in online video, in particular, is expected to rise throughout the year.

WARC conducted its “Marketer’s Toolkit” for 2021, and data showed that the majority of marketers (70%) intend to boost their investment in internet-based video content this year. Nineteen percent stated that it will at least stay the same, while only three percent said it will decrease.

Fifty-four percent claimed that they will increase how much money they put into YouTube, making it the most desirable platform among video marketers this year.