Is it time to accelerate your video marketing?

Posted on March 3, 2023 in Online Marketing

Video marketing is, perhaps, one of the most potent weapons in your overall marketing arsenal. From email to your social media presence, video can be a major force in establishing your brand and driving traffic. In some recent research released by Hubspot, it shows just how effective video marketing can be to future growth. The following is taken directly from that research:

  • 36% of marketers say the primary goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences.
  • 42% of marketers surveyed say creating video content through an outside agency has resulted in better videos.
  • When asked what the biggest benefit of working with an agency to create video content is, 68% of marketers point to higher-quality videos that look more professional.
  • 77% of marketers say their company uses YouTube to host marketing videos.
  • When asked how long it takes to create a marketing video from start to finish, 30% of marketers say it takes two weeks.
  • According to 65% of marketers, production (filming, lighting, and audio) is the most expensive part of the video creation process.
  • 38% of marketers say pre-production (ideation, writing the script, and casting) is the most time-consuming part of the video creation process.
  • 74% of companies optimize videos for silent auto-play.
  • 78% of companies leverage accessibility features in video content. The most common accommodation is video captioning, which is used by 65% of companies.
  • 31% of brands publish two to four videos per month.

  • According to marketers the top three most important factors for creating effective video content are capturing viewers’ attention in the first few seconds (36%), effectively promoting videos (36%), and keeping videos concise (33%).
  • The most effective video promotion strategies according to marketers are promoting videos on social media platforms (63%), adding videos to the company website or blog, optimizing the title and description for SEO, and running paid ads for videos (47%).
  • The top metrics marketers use when measuring video content performance are view count (44%), watch time (43%), and engagement (41%).
  • 36% of marketers say the optimal length of a marketing video is one to three minutes.
  • 39% of marketers report that short-form videos generate the biggest ROI.
  • 41% of marketers found the average watch percentage of their short-form videos is between 61-80%.
  • 26% of marketers say the optimal length of a live video is seven to nine minutes.
  • 40% of marketers claim the biggest benefit of creating video content is to help customers understand its products and services. 36% of marketers say the biggest benefit of video content is that it gets more engagement than other types of marketing.

-Written by Kevin Sawyer