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Infographic Vidyard Video Marketing 2018

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For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.

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Infographic Vidyard Video Marketing 2018

  1. 1. In this 5th annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. Benchmark Study Report November 2018 THE STATE OF VIDEO MARKETING 2018 www.demandmetric.com www.vidyard.com Download the full report today for the full detailed recommendations, and discover many additional insights that will empower your video marketing strategy with the tools and technology you need to increase revenue. The more video content that marketers can produce, the better. As the volume of videos produced increases, so too does overall satisfaction with video as a form of content. Produce more video. Marketers in companies of all sizes are encouraged to experiment with a variety of video types and evaluate new distribution channels. Evaluate video types and placement. By utilizing a video platform for business, advanced features like video performance analytics, in-video calls-to-action, and syncing viewer engagement data to marketing automation or CRM are easily accessible. Leverage advanced features and functions. Satisfaction with video marketing efforts based on functionality usage grew dramatically in 2018. Participants who use advanced features and reported that their ROI is getting much better, also continued to grow. Experiment with new features and functions. Views by embedded location, viewer drop-off rates, and attribution to the sales pipeline are all examples of advanced video metrics to track. Track advanced metrics. By integrating video viewing data with sales and marketing systems, marketers can further enable their sales and marketing teams. Integrate video viewing data. Are you looking to improve your video marketing strategy? For the fifth consecutive year, over 80% of study participants report that video is becoming more important as a form of marketing content. The usage of video in places like social media, recorded webinars, and emails has increased year over year. Webinars, demos, and social media videos are the most common types of videos being produced in 2018. Over two-thirds of study participants report the use of video viewing data by members of the sales team to qualify, engage, or influence deals. The use of video in Account-Based Marketing (ABM) strategies continues to increase year over year. Overall satisfaction with the results of video marketing is greater as the annual volume of videos produced increases. VIDEO STATE OF MARKETING Video remains one of the best performing types of content that is available to marketers. Key Findings 83% 51 or more 11 to 505 to 10Less than 5 82% 62% 39% 18% 64% 56% 2016 2017 2018 8% 16% 23% 2015 2016 2017 2018 84% 55% 55%

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