Report: At Least 80% of Marketers Believe Video is Becoming More Critical

As video grows in prominence, research suggests that more marketers are turning to this form of content to resonate with their target audiences.

Demand Metric and Vidyard recently conducted “The State of Video Marketing,” and statistics showed that for the fifth consecutive year, at least 80 percent of marketers (83 percent in 2018) believe that video is becoming more important as a form of marketing content.

Marketers are using video in several different applications as well. Website (85 percent) is most common, followed by social media (84 percent), YouTube (67 percent), landing pages (57 percent) and recorded webinars (55 percent).

When it comes to the type of videos marketers are creating, webinars (56 percent) are the most common. This is followed by demos (52 percent) and social media videos (51 percent). In general, most marketers are sharing their video content on social media (84 percent).

Marketing Video Content on Social Media

This is not the first time that research has pointed to social channels as a means of rolling out video content.

Wibbitz published the “Navigating the Video Content Marketing Landscape” report, and statistics showed that 37 percent of marketers are turning to organic video channels, such as social channels, to promote their videos.

In terms of social channels, Facebook is the most popular among video creators, with 66 percent saying they run video ads on the platform.

Overall, statistics showed that 56 percent of marketers in the U.S. were leveraging video content in 2018, and 61 percent had plans to do so within the next 12 months.