This article was published originally on Marketing Charts in December 2021.

Marketers are increasingly turning to videos to leverage video-focused social media platforms like YouTube and TikTok. In a recent survey, Vidyard and Content Marketing Institute found that 9 in 10 (88% of) organizations that use content marketing are using video for these purposes.

The survey of more than 480 marketers — the majority of whom represent B2B or B2B+B2C companies — indicates that many respondents are video veterans. More than one-third (38%) of those who are using videos for content marketing have done so for 1-4 years, while 3 in 10 (29%) have used video for 5-9 years. Only 1 in 10 (9%) appear to be new to the game, claiming to have started using video less than one year ago.

Interestingly, while audiences are definitely consuming video, the survey suggests that video may not be their favorite form of content. Some 3 in 10 (29%) respondents say their key audience prefers video over other content, yet, close to half (46%) say that while their audience consumes video, they doesn’t seem to prefer it over other content types.

 

With video content proving most effective at the beginning of the buyer’s journey, the largest share of videos produced are for the brand awareness stage, with three-quarters of videos being created with the intention of informing (44%) or educating (33%) the audience.

Fewer than 1 in 5 (17% of) respondents say their results from video have been excellent, with most (71%) instead saying that the results are average, though meeting expectations. However, this hasn’t dampened respondents’ faith in video as a form of content marketing. Nearly half (44%) say their organizations increased their 2021 video budget over what it was in 2020, with 6 in 10 saying they plan to increase that budget in 2022.

Find the full report here.

About the Data: Findings are based on a survey of 486 respondents, 81% of whom are B2B (52%) or B2B and B2C (29%) companies. 

Our Take

• In our experience, video content has proved extremely valuable in communicating the key elements of your Message Platform in your own words.
• Videos are extremely valuable in putting a face on your company, so buyers can get to know, like and trust you. Not to mention, you get to tell your own story in your own words.
• We concur that video is most useful at the beginning of the Buyer’s Journey, hence the popularity of explainer videos. That being said, we believe you can stick a fork in the “hand sketch” variety of explainer videos. They have been around for years and have become cliché.
• Video is more expensive to produce than other content types, but if done well videos become content assets that can be leveraged time and again.
• Because video is more expensive to produce, it is important to have a content strategy to align content development with the Buyer’s Journey. Avoid the temptation to create content because it is “cool” instead of meeting a specific information need at each stage of the journey!

Let’s Talk! Schedule a free 30-minute Digital Marketing consultation to discuss how we can help you Tell a Story That Matters.

 

About Prism Group

Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Technology, Energy, Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business. 

Contact

James Constas
President
Prism Group
JConstas@1PrismGroup.com