Video Marketing: Is This Year the Year?

Video Usage

87% of businesses now use video as a marketing tool. (This figure has seen a sharp rise from 63% in 2017, and 81% in 2018.)

91% of video marketers consider video an important part of their marketing strategy. That’s an increase from 82% in 2017 and 85% in 2018.

83% of marketers say video gives them a good ROI (up from 78% in 2018.)

90% of video marketers feel the level of competition and noise has increased in the past year.

But despite this – 99% will continue to use video in 2019, with 88% saying they’ll spend more than they did in previous years.

The Benefits Of Video

96% of people say they’ve watched an explainer video to learn more about a product or service.

79% of people say a brand’s video has convinced them to buy a piece of software or app.

68% of people say they’d most prefer to learn about a new product or service by watching a short video. This makes video more popular as a learning tool than text-based articles (15%), infographics (4%) presentations and pitches (4%) ebooks and manuals (3%).

Video Marketing Effectiveness

94% of video marketers say video has helped increase user understanding of their product or service.

84% of marketers say video has helped them increase traffic to their website.

81% of marketers say video has helped them generate leads.

80% of marketers say video has increased dwell time on their website.

41% of marketers say that video has helped them reduce support calls.

2018: The Year That Was…

27% of video marketers said they used video for the first time in 2018, while 73% were already using it.

When asked why they finally took the plunge into video marketing in 2018…

44% said it was because they’d found it easier to convince others in their organisation of the value of video.

41% said it was because video has become more affordable.

39% said it was because it became quicker and less time-consuming to create video content.

35% said it was because it’s become easier to create video in-house.

15% said they now felt clearer on the ROI of video.

Video Trends

YouTube Video
87% of video marketers have used YouTube as a channel. (The same number as 2018.)

Out of those, 80% say it’s been successful for them. (Down from 90% in 2018.)
88% plan to use it in 2019.

Facebook Video
84% of video marketers have used Facebook video as a channel. (Up from 68% in 2018.)

Out of those, 85% say it’s been successful for them. (Down from 87% in 2018.)
78% plan to use it in 2019.

Instagram Video
51% of video marketers have used Instagram video as a channel. (Up from 41% in 2018.)

Out of those, 88% say it’s been successful for them. (Up from 87% in 2018.)
67% plan to use it in 2019.

LinkedIn Video
51% of video marketers have used LinkedIn video as a channel (Up from 38% in 2018.)

Out of those, 84% say it’s been successful for them. (Up from 75% in 2018.)

61% plan to use it in 2019.

Twitter Video
45% of video marketers have used Twitter video as a channel (Up from 39% in 2018.)

Out of those, 71% say it’s been successful for them. (Up from 70% in 2018.)

43% plan to use it in 2019.

Webinar
41% of video marketers have used webinar as a channel. (Down from 44% in 2018.)

Out of those, 83% say it’s been successful for them. (Down from 87% in 2018.)

37% plan to use it in 2019.

Facebook Live
35% of video marketers have used Facebook Live as a channel (Up from 34% in 2018.)

Out of those, 74% say it’s been successful for them. (Down from 81% in 2018.)
36% plan to use it in 2019.

Interactive Video
23% of video marketers have used Interactive video as a channel (Up from 20% in 2018.)

Out of those, 83% say it’s been successful for them. (Up from 78% in 2018.)

24% plan to use it in 2019.

Instagram TV
17% of video marketers have used Instagram TV as a channel.

Out of those, 53% say it’s been successful for them.

30% plan to use it in 2019.

360 Video
14% of video marketers have used 360 video as a channel. (Down from 15% in 2018.)

Out of those, 74% say it’s been successful for them. (Up from 62% in 2018.)

19% plan to use it in 2019.

Snapchat
12% of video marketers have used Snapchat video as a channel (Up from 11% in 2018.)

Out of those, 50% say it’s been successful for them. (Up from 27% in 2018.)

10% plan to use it in 2019.

Virtual Reality
11% of video marketers have used VR as a channel (Down from 14% in 2018.

Out of those, 64% say it’s been successful for them. (Down from 67% in 2018.)

11% plan to use it in 2019.

Mobile Video Statistics

An overwhelming majority of people split their video viewing time between mobile and desktop, with just 1% saying they watch ALL their video on desktop and just 6% saying they watch exclusively on mobile.

34% say they watch ‘mainly’ on mobile, and 17% ‘mainly’ on desktop, with 42% watching ‘pretty much equally’ across mobile and desktop.

Video Sharing

48% of people said they’d be most likely to share video content with their friends, ahead of any other type of content. Video came out ahead of social media posts (23%), news articles (16%), blog posts (5%) and product pages (3%).

Looking Ahead

87% of people would like to see more video from brands in 2019.

When asked to identify just one type of video content they’d like to see more of from brands…

39% of people cited explainer videos.

20% wanted to see more entertaining ‘viral’ style videos.

12% would like to see product demo videos.

10% said video blogs.

9% said interactive videos.

6% said they’d like to see more software tutorials.

Marketers Not Using Video

23% said they lack time.

21% said they just didn’t know where to start.

14% said they were unclear on the ROI of video.

12% said they thought video was too expensive.

9% said they didn’t feel they needed video content.

5% said they were unable to convince the key decision-makers in their business of the value of video.

However …

74% of marketers NOT currently using video as a marketing tool said they expect to start using it in 2019. (As opposed to 34% in 2017, and 65% in 2018).

Source: Wyzowl