Video marketing has become a staple with regard to the marketing and branding of a business. To ignore the tremendous impact video has is to find yourself in a fight with one hand tied behind your back. The chances of expanding your brand and overtaking your rivals shrinks without the use of video. So, what is the best strategy? What is actually working? In some recently published data, Marketing Charts has discovered just what may, indeed, be working when they interviewed nearly 700 businesses. The following is taken directly from that published research:
- According to the data, presentation videos were the most popular type of marketing video with the largest share (65%) of respondents saying that they made this type. Video ads/promos represented the second most popular (57%) type, while some 47% turned to explainer videos for marketing content.
- Two-thirds (66.2%) of marketers think that video marketing is time-consuming. Producing videos can be challenging, but fortunately, for a plurality (45%) of respondents generating video ideas is only a minor struggle. That said, about one-third (32%) find it a big struggle. Relatedly, two-thirds (66%) of respondents agreed that video marketing is time-consuming, while 4 in 10 (41%) think that it’s complicated.
- Separately, businesses generally feel that custom footage (48%) performs better than animation (30%) or stock footage and imagery (23%).
- According to respondents, there are a number of qualities to a video that makes it perform well. Here’s a roundup:
- Music: The majority of respondents agreed that videos with music (81%) perform better compared to those without (19%).
- Voiceover: Respondents agreed that videos with a voiceover (66%) perform better than those without (34%).
- Captions: Videos with captions (64%) reportedly perform better than those without (36%).
- Text-on-screen: Nearly 8 in 10 (78%) respondents agreed that videos with less text-on-screen perform better than those with more text (22%).
- When it comes to posting marketing videos on social channels, marketers are most likely to post videos to Facebook (75%), and YouTube (70%). Interestingly, despite Facebook being the most popular social channel for posting video marketing, it’s not the one that respondents think has the best video ROI. That label goes to YouTube, selected by 35% of respondents, though Facebook is the next-best, as selected by one-quarter (26%).
-Written by Kevin Sawyer
