SlideShare a Scribd company logo
2
▶ SPONSOR’S MESSAGE.................................................................................................................3
▶ INTRODUCTION............................................................................................................................. 4
▶ KEY FINDINGS............................................................................................................................... 5
▶ VIDEO USE..................................................................................................................................... 6
▶ VIDEO TYPES...............................................................................................................................10
▶ VIDEO PRODUCTION...................................................................................................................12
▶ VIDEO & AUDIENCE.....................................................................................................................15
▶ VIDEO METRICS & SUCCESS......................................................................................................16
▶ VIDEO BUDGETS & SPENDING...................................................................................................18
▶ VIDEO CHALLENGES..................................................................................................................21
▶ ACTION STEPS............................................................................................................................22
▶ METHODOLOGY..........................................................................................................................24
▶ ABOUT..........................................................................................................................................25
TABLE OF CONTENTS
3
SPONSOR’S MESSAGE
Content is key to a successful marketing strategy, and
video is one of the best ways to convey that content to
the broadest audience.
At Vidyard, we see the magic of video at work every
day. Video builds authentic connections with your
audience, explains the value of your product, and
generates investment in your brand. Text is impersonal
and imprecise; video shows, not tells, and your viewers
will love you all the more for it.
As you’ll discover in this report, the overwhelming
majority of content marketers say that video has
become more important to their organizations over the
last two years. Future investments into video are only
expected to further climb.
Still only sprinkling video into your marketing programs
here and there? You’re missing out on huge potential
increases to your key metrics. By upping your video
investment and making it a backbone of your overall
marketing approach—like a lot of your peers are already
doing—you can better connect, educate, and convert.
Vidyard is proud to present this Content Marketing
Institute (CMI) survey on the use of video. We hope it
helps you focus your investments and get the most out
of your marketing dollar.
DOES VIDEO PLAY A BIG ENOUGH ROLE IN YOUR MARKETING MIX?
4
INTRODUCTION
W
elcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report,
you’ll learn how content marketers are using videos, how they’re getting them produced, where
they’re seeing results, and more.
Among the findings:
▶	 88% of those surveyed use videos for content marketing; among those who don’t, 60% expect that they 	
	 will be within 12 months
▶	 83% said video has become more important to their organization in the last two years
▶	 Respondents said videos featuring influencers/subject matter experts are producing the best content 	
	 marketing results
▶	 Most video (45%) is created for the brand awareness stage
▶	 60% of respondents expect that their organization will spend more on video in 2022 than they did in 2021
▶	 The current top video content marketing challenge is “not using video to potential” (48%)
Are you using video strategically? Are you paying as much attention to your video distribution plan as you
are to video creation? Are you measuring results to see what works? All are important to overall video
marketing success. Here’s to yours!
5
KEY FINDINGS
Most marketers surveyed use
videos for content marketing.
88% of those surveyed
use videos for content
marketing. Of those who do
not, 60% expect to within the
next 12 months. See page 6.
Videos have become more
important to business.
83% said videos have become
more important to their
business in the last two years.
17% said they are about the
same in importance. No one
said they have become less
important. See page 9.
How-to videos are the top
type used but interviews
with influencers/subject
matter experts produced
the best results.
How-to videos, case studies,
and branded stories also
produce good results, but
videos showing interviews
with influencers/subject
matter expects came out on
top. See pages 10 and 11.
Those surveyed are mostly
producing videos in-house.
55% said they mostly produce
in-house, while 19% said they
mostly outsource. 26% said
it’s about 50/50. See page 12.
Most videos are created for
the brand awareness stage
and are designed to inform.
Respondents said that
45%, on average, of the
videos they produce are
being created for the brand
awareness stage. In addition,
44% are being designed to
inform. See page 13.
Audiences don’t necessarily
prefer video over other
content types.
46% said their key audience
consumes videos, but doesn’t
seem to prefer video over other
content types. 29% said their
key audience does seem to
prefer video over other content
types. See page 15.
60% expect their video
budget to increase in 2022
compared with 2021.
Even still, 69% of respondents
said their organization needs
to invest more in video. Will
the increases in 2022 be
enough? That remains to be
seen. See page 20.
There is work to be done.
Only 17% of respondents said
their organization is getting
excellent results from video.
71% said they are getting
average results and 12%
said they are getting below
average results. Furthermore,
48% said their organization
is not using existing video to
potential. See pages 17 and 21.
6
88% of those surveyed said their organization uses videos for content marketing.
VIDEO USE
Does Your Organization Use
Videos for Content Marketing?
12%
88%
m Yes
m No
When Do You Think Your Organization
Will Begin Using Videos?
36%
24%
15%
25% m Within the next 12 months
m Within the next 6 months
m I don’t expect our organization to begin
using videos within the next 12 months
m Unsure
Base: Content marketers.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Base: Content marketers who don’t currently use videos.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
7
Budget and concern about video quality
if we did it in-house. However, we are
working on addressing these issues
and are planning to incorporate video in
the next 6 to 12 months.
We don’t have the budget/other
resources to create the types
of videos we would want to be
associated with our brand. While
we use video in other formats that
could potentially be repackaged (paid
social, live streams, etc.), we do not
produce anything specifically for our
content marketing goals.
We occasionally use videos. But
a video is a lot more expensive to
create than a blog post. And written
words are still easier to optimize for
search. It’s been difficult to see return
on the significant investment.
Leadership is convinced that we need
to make every video a big production,
so they’ve dragged their feet on videos
because of the analysis-paralysis of trying
to determine budget and costs. It’s been
immensely difficult to convince them
that you don’t need a video production
company and expensive equipment to
make solid-quality video content.
Given the cost of production and lack
of time/resources, our experience has
revealed little return on investment.
People weren’t using them.
VIDEO USE
Why doesn’t your organization currently use videos?
Many of the fill-in responses to this question cited lack of time, money, and
resources. Others said they were in the early phases. In addition, we heard:
8
53% said their organization has been using videos for content marketing for five
or more years.
VIDEO USE
How Long Has Your Organization
Been in Business?
69%
12%
10%
8%
1%
m 15+ years
m 10 to 14 years
m 5 to 9 years
m 1 to 4 years
m Less than 1 year
How Long Has Your Organization
Been Using Video Content?
29%
38%
9% 11%
13%
m 15+ years
m 10 to 14 years
m 5 to 9 years
m 1 to 4 years
m Less than 1 year
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
9
83% said video has become more important to their business in the last two years.
VIDEO USE
In the Last Two Years, Has Video Become…
83%
17%
0%
m More important to your business
m About the same in importance
m Less important
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
10
VIDEO TYPES
65% of respondents use how-to/explainer videos, making them the top type used.
Types of Videos Organizations Use
How-to videos (explainer videos)
Interviews with influencers/subject matter experts
Case studies or customer stories
Stories about our organization/employees
Branded stories (e.g., short films, series, documentaries, inspirational videos)
Product demonstrations (animated or actual)
Product overviews
Training videos (formal education on topics)
Repurposed ads (e.g., long-form versions of TV ads)
Other
0 20 40 60 80
65%
58%
51%
51%
50%
50%
49%
48%
17%
13%
Base: Content marketers who use videos. Aided list; multiple responses permitted.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
11
VIDEO TYPES
Respondents said videos featuring interviews with influencers or subject matter
experts produced the best content marketing results in the last 12 months.
Video Types That Produced the Best Content Marketing Results in Last 12 Months
Interviews with influencers/subject matter experts
Case studies or customer stories
How-to videos (explainer videos)
Branded stories (e.g., short films, series, documentaries, inspirational videos)
Product demonstrations (animated or actual)
Product overviews
Stories about our organization/employees
Training videos (formal education on topics)
Repurposed ads (e.g., long-form versions of TV ads)
0 10 20 30 40 50 60
49%
48%
48%
47%
44%
34%
31%
29%
25%
Base: Content marketers who use videos. Respondents were shown a list of videos they use and asked to select all that apply.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
12
Most respondents produce videos mostly in-house and house their videos on
public third-party hosting sites and their own websites.
How Organizations Produce Videos
for Content Marketing
55%
26%
19%
m Mostly in-house
m Mostly outsourced
m About 50/50
Does Your Organization Have a Designated
Person Who Audits Your Video Assets?
55%
7%
38%
m Yes
m No
m Unsure
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey.
Content Marketing Institute, October 2021.
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey.
Content Marketing Institute, October 2021.
Base: Content marketers who use videos. Aided list;
multiple responses permitted.
Source: Content Marketing Video Survey.
Content Marketing Institute, October 2021.
VIDEO PRODUCTION
Where Organizations House Content Marketing Videos
89%
61%
22%
A public third-party hosting site
A private third-party hosting site
Our website
0 10 20 30 40 50 60 70 80 90
13
Most videos are created for the brand awareness stage (45%) and are designed to
inform (44%).
Base: Content marketers who use videos. Respondents were asked to estimate.
Percentages were required to total 100%.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Base: Content marketers who use videos. Respondents were asked to estimate.
Percentages were required to total 100%.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
VIDEO PRODUCTION
Percentage of Videos That Are Created for
Stages of the Buyer’s Journey
45%
24%
15%
16% m Brand awareness stage – Getting
to know your organization
m Consideration stage – Evaluating solutions
m Buying stage – Close to/making a purchase
m Post-purchase – Training/customer relations
Percentage of Videos That Are Created To…
44%
33%
20%
3%
m Inform (e.g., showcase products or services)
m Educate (e.g., train/teach new skills)
m Entertain, evoke emotion, or inspire
(e.g., tell a funny story, share someone’s struggle)
m Other
14
Script writers, video equipment,
employee talent.
Input from our internal subject
matter experts about technical
concepts and/or issues that affect
our customers and community, so
that we have a knowledge base to
draw upon for video projects.
iPhones.
A solid production team that can
take stories from A-Z.
Adaptation over the last year into
usage of virtual platforms.
Employee talent.
Our agency partner.
Our people.
We’re still looking for one to love.
What are your organization’s most-valued tools for video production?
Many of the fill-in responses to this question cited Adobe products. Others
mentioned quality equipment. In addition, we heard:
VIDEO PRODUCTION
15
VIDEO & AUDIENCE
29% of respondents said their audience seems to prefer videos over other
content types.
Which of the Following Statements About Video
in Your Organization Is Most Accurate?
46%
29%
3%
23%
m Our key audience consumes videos, but doesn’t seem to prefer
video over other content types
m Our key audience seems to prefer videos over other content types
m Our key audience seems to prefer other content types over video
m Unsure
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
16
35% of respondents said viewers are consuming 50% or more of the videos they
want them to watch.
Percentage of Videos That Viewers Watch
26%
25%
30%
9%
3%
9% m They watch 75% to 100% of what
we want them to watch
m They watch 50% to 75%
m They watch 25% to 49%
m They watch 10% to 24%
m They watch less than 10% of what
we want them to watch
m Unsure
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021
VIDEO METRICS & SUCCESS
17
87% of respondents said their organization is getting excellent or average results
with video. The top measure of success is the number of views for each video (76%).
Base: Content marketers who use videos. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021
Base: Content marketers who use videos. Aided list; multiple responses permitted.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Results Organizations Are Getting With Video
71%
12% 17% m Excellent results – exceeding
our expectations
m Average results – meeting
our expectations
m Below average results – not meeting
our expectations
How Organizations Measure Video Success
Number of views for each video
Number of viewers who follow call to action
Number of viewers who watch until the end
Number of shares on social media
Word-of-mouth feedback
Number of times viewers watched the same video
Number of videos each viewer watches
Other
We don’t measure video success
0 20 40 60 80
76%
59%
48%
45%
28%
13%
11%
7%
11%
VIDEO METRICS & SUCCESS
18
Half of respondents spend $5,000 or less on video creation in one year; 20% spend
$50,000 or more.
Base: Content marketers who use videos.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Base: Content marketers who know their video budget. Aided list. Respondents were asked to
estimate amounts in U.S. dollars not including salaries.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Do You Have Knowledge of Video
Budgets/Spending in Your Organization?
53%
47%
m Yes
m No
How Much Organizations Spend on
Video Creation In One Year
14%
16%
19%
31%
11%
5%
4%
m $100,000 or more
m $75,000 to $99,999
m $50,000 to $74,999
m $25,000 to $49,999
m $10,000 to $24,999
m $5,000 to $9,999
m Less than $5,000
VIDEO BUDGETS & SPENDING
19
Portion of Total Content Marketing Budget
Organizations Spend on Video Creation
19%
29%
16%
20%
3% 2%
11%
m 100% – this is the only type of content we’re creating
m 75% to 99%
m 50% to 74%
m 25% to 49%
m 10% to 24%
m 5% to 9%
m 4% or less
VIDEO BUDGETS & SPENDING
Some organizations invest heavily in video, with 16% reporting that they spend 50%
or more of their total content marketing budget on video creation.
Base: Content marketers who know their video budget. Aided list.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
20
VIDEO BUDGETS & SPENDING
	 44% of respondents said their 2021 video budget was more than their 2020 video budget.
	 60% think their video budget will increase in 2022 compared with 2021; 24% of those think it will
	 increase by more than 9%.
	 69% think their organization needs to invest more in video.
How 2021 Video Budget Compares
With 2020 Video Budget
44%
35%
5%
6%
11%
m Increased
m Stayed the same
m Decreased
m We didn’t have a video
budget in 2020
m Unsure
How Marketers Think Their 2022 Video
Budget Will Change Compared With 2021
24%
36%
31%
8%
.5%
.5%
m Increase more than 9%
m Increase 1% to 9%
m Stay the same
m Decrease 1% to 9%
m Decrease more than 9%
m Unsure
Statement Regarding Current Level of Video
Investment That Marketers Agree With Most
69%
31%
0%
m We need to invest more in video
m We invest the right amount in video
m We need to invest less in video
Base: Content marketers who know their video budget.
Source: Content Marketing Video Survey.
Content Marketing Institute, October 2021.
21
VIDEO CHALLENGES
Current Video Marketing Challenges
Not using our existing video to potential
Lack of in-house skill
Lack of budget
Video optimization issues
Lack of upper-management support
Video quality issues
Other
0 10 20 30 40 50 60
48%
43%
40%
22%
17%
13%
24%
Nearly half of respondents said their organization does not use existing video to potential.
Base: Content marketers who use videos.
Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
Fill-in “other” responses to this question included:
 Lack of time
 No video strategy
 Lack of resources to create volume and quality needed
 Small team
 Geographic constraints
 Not creating videos according to the funnel
 Getting clients to participate
 Lacking speed of production of new videos
22
ACTION STEPS
Video is important – and brands
must get better at it.
In 2021, video must be more than just
a by-product of a digital strategy. It is
core to a digital content strategy. Like
any content strategy, video requires
purpose and should be created, managed,
and activated with the structure and
optimization for ALL the different
channels where it may be experienced.
For example, if we produce a webinar, marketers must ask not
how to upload a webinar into YouTube – but how might this
webinar be changed and optimized into a video version.
If we produce a podcast, the question isn’t which logos to fade
as we stream the audio through a video platform like YouTube
– but rather should we ALSO shoot it so that it can live as a
video show as well.
If we produce a “how-to-use our product” video, it’s no longer
good enough to simply repurpose stock video from our sales-
training videos, or product videos from three generations ago.
We need to create current, purposeful, and specific content
that lives in a compelling context.
Put simply, if digital video is treated strategically, it should be
created like content within any other content strategy – as an
active product ecosystem, where we create content purposely
to be optimized for the channel in which it will be experienced.
Here are five action-oriented steps we can take.
1. Define a clear goal.
If we’re going to start with a digital video approach that feeds
from either a broader campaign or its own content marketing
idea (such as a video blog, video magazine, or interview
series), we must have a clear mission for what pieces,
episodes, or structure we are creating. The best place to start
is the point in the customer’s journey that you’re trying to
optimize.
Robert Rose
Chief Strategy Advisor
CMI
23
2. Identify the story architecture.
Just as great campaigns have a messaging architecture, so
too should your video projects have a story architecture. In a
television or movie series, a producer calls this a “show bible.”
It’s a clear description of everything from what’s allowed in
this universe, to the key messaging points, to the tone, the
visual aesthetics, the sound, the editorial guidelines, and
perhaps even a script for your story.
3. Develop a production strategy.
One of the benefits to slowing down our creation, ideation, and
scripting process into the story architecture is to think through
ALL the different areas where you may want to use video in
this strategy.
4. Have a flexible distribution strategy.
Where do we want to distribute this video? Not all video is
appropriate for every channel, nor should any channel be
immediately precluded simply because it’s not part of the
main marketing campaign. You never know.
In other words, say you dream up a video social media
campaign and only capture it in a vertical video format with
bad sound. What happens if that video goes viral and you
want to run it on television? Understand the options behind
your distribution strategy and how they may change over time.
Go back and forth between steps three and four.
5. Measure accordingly.
By creating an integrated content strategy, you should be able
to understand which channels, formats, and stories resonate
the most. You’ll also be in a great position to repurpose the
pieces that perform well so that over time you can double
down on those and reuse them in different contexts.
As you start thinking about video – and our ability to craft
beautiful, remarkable, extraordinary experiences – remember
the classic quote from media professor and author Marshall
McLuhan. He once said about media, “When any new form
comes into the foreground of things, we naturally look at it
through our old stereos. We’re just trying to fit the old things
into the new form.”
Today’s digital video is a new form. If we take the time to see
how we might stretch it into all new forms – rather than just
try to fit it into old forms – we might find that it enables US to
create the iconic images that shape a culture.
It’s your story. Tell it well.
ACTION STEPS
24
METHODOLOGY
Nature of Organization
9%
29%
7%
2%
52%
m B2B
m B2C
m B2B+B2C
m Nonprofit
m Other
Size of Organization
(total employees)
30%
29%
26%
15% m Micro (1 to 9 employees)
m Small (10 to 99 employees)
m Medium (100 to 999 employees)
m Large (1,000+ employees)
Location of Organization
1%
1% 1%
11%
6%
80%
m North America
m South America
m Europe
m Asia
m Africa
m Australia
Industry Classification
23%
18%
15%
10%
7%
7%
7%
7%
6%
m Technology/IT/software/hardware
m Agency (advertising, digital, content marketing, PR)
m Manufacturing
m Consulting
m Financial services/banking/insurance
m Professional services
m Healthcare/medical/pharma/life sciences
m Education
m Other
Job Function
33%
30%
7%
4%
2% 3%
21%
m Marketing management
m Senior leadership (e.g., CEO, Owner, VP, GM)
m Content creation/content management
m Marketing operations
m Advertising/PR/communications management
m Consulting
m Other
To better understand how content marketers use video, Content Marketing Institute (CMI) surveyed its opt-in subscriber database.
CMI emailed the survey invitations on September 1, 2021. Reminder emails were sent on September 15, 2021.
CMI designed the survey via Qualtrics and performed the data analysis. The survey closed on September 27, 2021 with 486
completed responses.
25
ABOUT
ABOUT CONTENT MARKETING INSTITUTE
Content Marketing Institute is the leading global content marketing
education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel
storytelling. CMI’s Content Marketing World event, the largest
content marketing-focused event, is held every fall in Cleveland,
Ohio, and ContentTECH Summit event is held every spring in
San Diego, California. CMI publishes Chief Content Officer for
executives and provides strategic consulting and content marketing
research for some of the best-known brands in the world. Content
Marketing Institute is organized by Informa Connect. Learn more at
ContentMarketingInstitute.com.
ABOUT INFORMA CONNECT
Informa Connect is a specialist in content-driven events and digital
communities that allow professionals to meet, connect, learn, and
share knowledge. We operate major branded events in Marketing,
Global Finance, Life Sciences and Pharma, Construction and Real
Estate, and other specialist markets, and connect communities online
year-round.
ABOUT VIDYARD
Vidyard is built for business. Our platform goes beyond just video
hosting and management. Connect with viewers through personalized
video experiences. Explore analytical insights about your audience.
Turn those insights into action through integrations with top enterprise
tools. Prove the impact of your video programs.
Global leaders and industry pioneers on the Fortune 500 list and
beyond rely on Vidyard to power their video strategies and turn viewers
into customers.
Get started with Vidyard free today at: vidyard.com/free
Thanks to all the survey respondents and everyone who disseminates these findings throughout
the content marketing industry.

More Related Content

What's hot

Social media strategy
Social media strategySocial media strategy
Social media strategy
Anna Dosev
 
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
SlideTeam
 
What is digital PR?
What is digital PR?What is digital PR?
What is digital PR?
TopLine Communications
 
Top Social Media Trends You Need to Know About for 2022
Top Social Media Trends You Need to Know About for 2022Top Social Media Trends You Need to Know About for 2022
Top Social Media Trends You Need to Know About for 2022
Falcon.io
 
b2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdfb2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdf
Annefleur6
 
Brand Storytelling
Brand StorytellingBrand Storytelling
Brand Storytelling
Rock & Bloom
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
Memi Beltrame
 
Types of digital advertising
Types of digital advertisingTypes of digital advertising
Types of digital advertising
JackM29
 
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
Search Engine Journal
 
Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch Deck
Sayan Dasgupta
 
6 Step Content Strategy
6 Step Content Strategy6 Step Content Strategy
6 Step Content Strategy
Zeeland Family
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
Amrit Sagar
 
Social Media Marketing Trends 2022 // The Global Indie Insights
Social Media Marketing Trends 2022  // The Global Indie InsightsSocial Media Marketing Trends 2022  // The Global Indie Insights
Social Media Marketing Trends 2022 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing
MoEngage Inc.
 
Group 2 Digital Marketing Plan final
Group 2   Digital Marketing Plan finalGroup 2   Digital Marketing Plan final
Group 2 Digital Marketing Plan final
Fabien Van Espen-Boonen
 
Content strategy 101
Content strategy 101  Content strategy 101
Content strategy 101
Stephanie Gutowski
 
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
Hugues Rey
 
B2B Marketing Strategy check-list in 2022
B2B Marketing Strategy check-list in 2022B2B Marketing Strategy check-list in 2022
B2B Marketing Strategy check-list in 2022
waseemkhalayleh
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellence
DRCC
 
Digital Trends for 2022 - Futuresoft Lunch & Learn
Digital Trends for 2022 - Futuresoft Lunch & LearnDigital Trends for 2022 - Futuresoft Lunch & Learn
Digital Trends for 2022 - Futuresoft Lunch & Learn
Nkemdilim Uwaje Begho
 

What's hot (20)

Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
Digital Marketing Strategy Implementation And Practice PowerPoint Presentatio...
 
What is digital PR?
What is digital PR?What is digital PR?
What is digital PR?
 
Top Social Media Trends You Need to Know About for 2022
Top Social Media Trends You Need to Know About for 2022Top Social Media Trends You Need to Know About for 2022
Top Social Media Trends You Need to Know About for 2022
 
b2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdfb2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdf
 
Brand Storytelling
Brand StorytellingBrand Storytelling
Brand Storytelling
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
 
Types of digital advertising
Types of digital advertisingTypes of digital advertising
Types of digital advertising
 
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
 
Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch Deck
 
6 Step Content Strategy
6 Step Content Strategy6 Step Content Strategy
6 Step Content Strategy
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
Social Media Marketing Trends 2022 // The Global Indie Insights
Social Media Marketing Trends 2022  // The Global Indie InsightsSocial Media Marketing Trends 2022  // The Global Indie Insights
Social Media Marketing Trends 2022 // The Global Indie Insights
 
Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing Driving Growth With Omnichannel Marketing
Driving Growth With Omnichannel Marketing
 
Group 2 Digital Marketing Plan final
Group 2   Digital Marketing Plan finalGroup 2   Digital Marketing Plan final
Group 2 Digital Marketing Plan final
 
Content strategy 101
Content strategy 101  Content strategy 101
Content strategy 101
 
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
 
B2B Marketing Strategy check-list in 2022
B2B Marketing Strategy check-list in 2022B2B Marketing Strategy check-list in 2022
B2B Marketing Strategy check-list in 2022
 
Content strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellenceContent strategy, communications strategy and digital excellence
Content strategy, communications strategy and digital excellence
 
Digital Trends for 2022 - Futuresoft Lunch & Learn
Digital Trends for 2022 - Futuresoft Lunch & LearnDigital Trends for 2022 - Futuresoft Lunch & Learn
Digital Trends for 2022 - Futuresoft Lunch & Learn
 

Similar to Content Marketing Video & Visual Storytelling Survey

Video marketing in seo
Video marketing in seoVideo marketing in seo
Video marketing in seo
selinasimpson_176
 
Youtube marketing facts
Youtube marketing factsYoutube marketing facts
Youtube marketing facts
selinasimpson876
 
Why you Need to Use Video Marketing
Why you Need to Use Video MarketingWhy you Need to Use Video Marketing
Why you Need to Use Video Marketing
Digito Pvt Ltd
 
2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing
ChristianJHaight
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Content Marketing Institute
 
5 reasons to integrate videos in real estate marketing (1)
5 reasons to integrate videos in real estate marketing (1)5 reasons to integrate videos in real estate marketing (1)
5 reasons to integrate videos in real estate marketing (1)
FredericThomas22
 
Video marketing statistics
Video marketing statisticsVideo marketing statistics
Video marketing statistics
LadyGaGa345
 
Video in marketing
Video in marketingVideo in marketing
Video in marketing
TomJones345
 
Creating & Using Video for Thought Leadership & Content Marketing
Creating & Using Video for Thought Leadership & Content MarketingCreating & Using Video for Thought Leadership & Content Marketing
Creating & Using Video for Thought Leadership & Content Marketing
Seth Cargiuolo
 
B2B video_marketing_benchmark_report
B2B video_marketing_benchmark_reportB2B video_marketing_benchmark_report
B2B video_marketing_benchmark_report
Madalina Balaban
 
Start Smart, Scale Up, And Stand Out With Video
Start Smart, Scale Up, And Stand Out With VideoStart Smart, Scale Up, And Stand Out With Video
Start Smart, Scale Up, And Stand Out With Video
Content Marketing Institute
 
Wav whitepaper- video-5.5.14
Wav whitepaper- video-5.5.14Wav whitepaper- video-5.5.14
Wav whitepaper- video-5.5.14
Haney Sweda
 
Not Your Father's Video Program: What's Next In Visual Commerce
Not Your Father's Video Program: What's Next In Visual CommerceNot Your Father's Video Program: What's Next In Visual Commerce
Not Your Father's Video Program: What's Next In Visual Commerce
G3 Communications
 
The ultimate video playbook
The ultimate video playbookThe ultimate video playbook
The ultimate video playbook
Madalina Balaban
 
2019 Video Marketing Statistics by Wyzowl
2019 Video Marketing Statistics by Wyzowl2019 Video Marketing Statistics by Wyzowl
2019 Video Marketing Statistics by Wyzowl
TreyRobinson11
 
Video Marketing to Drive Business Growth
 Video Marketing to Drive Business Growth  Video Marketing to Drive Business Growth
Video Marketing to Drive Business Growth
Vbout.com
 
Research Report
Research ReportResearch Report
Research Report
CJHaight
 
Search Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with PowtoonSearch Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with Powtoon
Kristine Pratt
 
Video Marketing Masterclass
Video Marketing MasterclassVideo Marketing Masterclass
Video Marketing Masterclass
GetCraft
 
DigiVid360-Video Marketing Tips and Statistics
DigiVid360-Video Marketing Tips and Statistics DigiVid360-Video Marketing Tips and Statistics
DigiVid360-Video Marketing Tips and Statistics
Kelley Howard
 

Similar to Content Marketing Video & Visual Storytelling Survey (20)

Video marketing in seo
Video marketing in seoVideo marketing in seo
Video marketing in seo
 
Youtube marketing facts
Youtube marketing factsYoutube marketing facts
Youtube marketing facts
 
Why you Need to Use Video Marketing
Why you Need to Use Video MarketingWhy you Need to Use Video Marketing
Why you Need to Use Video Marketing
 
2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
5 reasons to integrate videos in real estate marketing (1)
5 reasons to integrate videos in real estate marketing (1)5 reasons to integrate videos in real estate marketing (1)
5 reasons to integrate videos in real estate marketing (1)
 
Video marketing statistics
Video marketing statisticsVideo marketing statistics
Video marketing statistics
 
Video in marketing
Video in marketingVideo in marketing
Video in marketing
 
Creating & Using Video for Thought Leadership & Content Marketing
Creating & Using Video for Thought Leadership & Content MarketingCreating & Using Video for Thought Leadership & Content Marketing
Creating & Using Video for Thought Leadership & Content Marketing
 
B2B video_marketing_benchmark_report
B2B video_marketing_benchmark_reportB2B video_marketing_benchmark_report
B2B video_marketing_benchmark_report
 
Start Smart, Scale Up, And Stand Out With Video
Start Smart, Scale Up, And Stand Out With VideoStart Smart, Scale Up, And Stand Out With Video
Start Smart, Scale Up, And Stand Out With Video
 
Wav whitepaper- video-5.5.14
Wav whitepaper- video-5.5.14Wav whitepaper- video-5.5.14
Wav whitepaper- video-5.5.14
 
Not Your Father's Video Program: What's Next In Visual Commerce
Not Your Father's Video Program: What's Next In Visual CommerceNot Your Father's Video Program: What's Next In Visual Commerce
Not Your Father's Video Program: What's Next In Visual Commerce
 
The ultimate video playbook
The ultimate video playbookThe ultimate video playbook
The ultimate video playbook
 
2019 Video Marketing Statistics by Wyzowl
2019 Video Marketing Statistics by Wyzowl2019 Video Marketing Statistics by Wyzowl
2019 Video Marketing Statistics by Wyzowl
 
Video Marketing to Drive Business Growth
 Video Marketing to Drive Business Growth  Video Marketing to Drive Business Growth
Video Marketing to Drive Business Growth
 
Research Report
Research ReportResearch Report
Research Report
 
Search Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with PowtoonSearch Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with Powtoon
 
Video Marketing Masterclass
Video Marketing MasterclassVideo Marketing Masterclass
Video Marketing Masterclass
 
DigiVid360-Video Marketing Tips and Statistics
DigiVid360-Video Marketing Tips and Statistics DigiVid360-Video Marketing Tips and Statistics
DigiVid360-Video Marketing Tips and Statistics
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
Content Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Content Marketing Institute
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
Content Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Content Marketing Institute
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
Content Marketing Institute
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New Audiences
Content Marketing Institute
 

More from Content Marketing Institute (20)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New Audiences
 

Recently uploaded

Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Kopa Global Technologies
 
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpPillar-Based Marketing - Ryan Brock, DemandJump
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
klaudiadgmkt
 
Mastering Dynamic Web Designing A Comprehensive Guide.pdf
Mastering Dynamic Web Designing A Comprehensive Guide.pdfMastering Dynamic Web Designing A Comprehensive Guide.pdf
Mastering Dynamic Web Designing A Comprehensive Guide.pdf
Ibrandizer
 
Yes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch WebinarYes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch Webinar
Demandbase
 
Top digital marketing institutein noida
Top digital marketing institutein noidaTop digital marketing institutein noida
Top digital marketing institutein noida
aditisingh6607
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Boston SEO Services
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Martal Group
 
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
QuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to KnowQuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to Know
markmargaret23
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
kcblog21
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 

Recently uploaded (20)

Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
 
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpPillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJump
 
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
 
Mastering Dynamic Web Designing A Comprehensive Guide.pdf
Mastering Dynamic Web Designing A Comprehensive Guide.pdfMastering Dynamic Web Designing A Comprehensive Guide.pdf
Mastering Dynamic Web Designing A Comprehensive Guide.pdf
 
Yes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch WebinarYes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch Webinar
 
Top digital marketing institutein noida
Top digital marketing institutein noidaTop digital marketing institutein noida
Top digital marketing institutein noida
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
 
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
 
QuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to KnowQuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to Know
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 

Content Marketing Video & Visual Storytelling Survey

  • 1.
  • 2. 2 ▶ SPONSOR’S MESSAGE.................................................................................................................3 ▶ INTRODUCTION............................................................................................................................. 4 ▶ KEY FINDINGS............................................................................................................................... 5 ▶ VIDEO USE..................................................................................................................................... 6 ▶ VIDEO TYPES...............................................................................................................................10 ▶ VIDEO PRODUCTION...................................................................................................................12 ▶ VIDEO & AUDIENCE.....................................................................................................................15 ▶ VIDEO METRICS & SUCCESS......................................................................................................16 ▶ VIDEO BUDGETS & SPENDING...................................................................................................18 ▶ VIDEO CHALLENGES..................................................................................................................21 ▶ ACTION STEPS............................................................................................................................22 ▶ METHODOLOGY..........................................................................................................................24 ▶ ABOUT..........................................................................................................................................25 TABLE OF CONTENTS
  • 3. 3 SPONSOR’S MESSAGE Content is key to a successful marketing strategy, and video is one of the best ways to convey that content to the broadest audience. At Vidyard, we see the magic of video at work every day. Video builds authentic connections with your audience, explains the value of your product, and generates investment in your brand. Text is impersonal and imprecise; video shows, not tells, and your viewers will love you all the more for it. As you’ll discover in this report, the overwhelming majority of content marketers say that video has become more important to their organizations over the last two years. Future investments into video are only expected to further climb. Still only sprinkling video into your marketing programs here and there? You’re missing out on huge potential increases to your key metrics. By upping your video investment and making it a backbone of your overall marketing approach—like a lot of your peers are already doing—you can better connect, educate, and convert. Vidyard is proud to present this Content Marketing Institute (CMI) survey on the use of video. We hope it helps you focus your investments and get the most out of your marketing dollar. DOES VIDEO PLAY A BIG ENOUGH ROLE IN YOUR MARKETING MIX?
  • 4. 4 INTRODUCTION W elcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more. Among the findings: ▶ 88% of those surveyed use videos for content marketing; among those who don’t, 60% expect that they will be within 12 months ▶ 83% said video has become more important to their organization in the last two years ▶ Respondents said videos featuring influencers/subject matter experts are producing the best content marketing results ▶ Most video (45%) is created for the brand awareness stage ▶ 60% of respondents expect that their organization will spend more on video in 2022 than they did in 2021 ▶ The current top video content marketing challenge is “not using video to potential” (48%) Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
  • 5. 5 KEY FINDINGS Most marketers surveyed use videos for content marketing. 88% of those surveyed use videos for content marketing. Of those who do not, 60% expect to within the next 12 months. See page 6. Videos have become more important to business. 83% said videos have become more important to their business in the last two years. 17% said they are about the same in importance. No one said they have become less important. See page 9. How-to videos are the top type used but interviews with influencers/subject matter experts produced the best results. How-to videos, case studies, and branded stories also produce good results, but videos showing interviews with influencers/subject matter expects came out on top. See pages 10 and 11. Those surveyed are mostly producing videos in-house. 55% said they mostly produce in-house, while 19% said they mostly outsource. 26% said it’s about 50/50. See page 12. Most videos are created for the brand awareness stage and are designed to inform. Respondents said that 45%, on average, of the videos they produce are being created for the brand awareness stage. In addition, 44% are being designed to inform. See page 13. Audiences don’t necessarily prefer video over other content types. 46% said their key audience consumes videos, but doesn’t seem to prefer video over other content types. 29% said their key audience does seem to prefer video over other content types. See page 15. 60% expect their video budget to increase in 2022 compared with 2021. Even still, 69% of respondents said their organization needs to invest more in video. Will the increases in 2022 be enough? That remains to be seen. See page 20. There is work to be done. Only 17% of respondents said their organization is getting excellent results from video. 71% said they are getting average results and 12% said they are getting below average results. Furthermore, 48% said their organization is not using existing video to potential. See pages 17 and 21.
  • 6. 6 88% of those surveyed said their organization uses videos for content marketing. VIDEO USE Does Your Organization Use Videos for Content Marketing? 12% 88% m Yes m No When Do You Think Your Organization Will Begin Using Videos? 36% 24% 15% 25% m Within the next 12 months m Within the next 6 months m I don’t expect our organization to begin using videos within the next 12 months m Unsure Base: Content marketers. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who don’t currently use videos. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 7. 7 Budget and concern about video quality if we did it in-house. However, we are working on addressing these issues and are planning to incorporate video in the next 6 to 12 months. We don’t have the budget/other resources to create the types of videos we would want to be associated with our brand. While we use video in other formats that could potentially be repackaged (paid social, live streams, etc.), we do not produce anything specifically for our content marketing goals. We occasionally use videos. But a video is a lot more expensive to create than a blog post. And written words are still easier to optimize for search. It’s been difficult to see return on the significant investment. Leadership is convinced that we need to make every video a big production, so they’ve dragged their feet on videos because of the analysis-paralysis of trying to determine budget and costs. It’s been immensely difficult to convince them that you don’t need a video production company and expensive equipment to make solid-quality video content. Given the cost of production and lack of time/resources, our experience has revealed little return on investment. People weren’t using them. VIDEO USE Why doesn’t your organization currently use videos? Many of the fill-in responses to this question cited lack of time, money, and resources. Others said they were in the early phases. In addition, we heard:
  • 8. 8 53% said their organization has been using videos for content marketing for five or more years. VIDEO USE How Long Has Your Organization Been in Business? 69% 12% 10% 8% 1% m 15+ years m 10 to 14 years m 5 to 9 years m 1 to 4 years m Less than 1 year How Long Has Your Organization Been Using Video Content? 29% 38% 9% 11% 13% m 15+ years m 10 to 14 years m 5 to 9 years m 1 to 4 years m Less than 1 year Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 9. 9 83% said video has become more important to their business in the last two years. VIDEO USE In the Last Two Years, Has Video Become… 83% 17% 0% m More important to your business m About the same in importance m Less important Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 10. 10 VIDEO TYPES 65% of respondents use how-to/explainer videos, making them the top type used. Types of Videos Organizations Use How-to videos (explainer videos) Interviews with influencers/subject matter experts Case studies or customer stories Stories about our organization/employees Branded stories (e.g., short films, series, documentaries, inspirational videos) Product demonstrations (animated or actual) Product overviews Training videos (formal education on topics) Repurposed ads (e.g., long-form versions of TV ads) Other 0 20 40 60 80 65% 58% 51% 51% 50% 50% 49% 48% 17% 13% Base: Content marketers who use videos. Aided list; multiple responses permitted. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 11. 11 VIDEO TYPES Respondents said videos featuring interviews with influencers or subject matter experts produced the best content marketing results in the last 12 months. Video Types That Produced the Best Content Marketing Results in Last 12 Months Interviews with influencers/subject matter experts Case studies or customer stories How-to videos (explainer videos) Branded stories (e.g., short films, series, documentaries, inspirational videos) Product demonstrations (animated or actual) Product overviews Stories about our organization/employees Training videos (formal education on topics) Repurposed ads (e.g., long-form versions of TV ads) 0 10 20 30 40 50 60 49% 48% 48% 47% 44% 34% 31% 29% 25% Base: Content marketers who use videos. Respondents were shown a list of videos they use and asked to select all that apply. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 12. 12 Most respondents produce videos mostly in-house and house their videos on public third-party hosting sites and their own websites. How Organizations Produce Videos for Content Marketing 55% 26% 19% m Mostly in-house m Mostly outsourced m About 50/50 Does Your Organization Have a Designated Person Who Audits Your Video Assets? 55% 7% 38% m Yes m No m Unsure Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who use videos. Aided list; multiple responses permitted. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. VIDEO PRODUCTION Where Organizations House Content Marketing Videos 89% 61% 22% A public third-party hosting site A private third-party hosting site Our website 0 10 20 30 40 50 60 70 80 90
  • 13. 13 Most videos are created for the brand awareness stage (45%) and are designed to inform (44%). Base: Content marketers who use videos. Respondents were asked to estimate. Percentages were required to total 100%. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who use videos. Respondents were asked to estimate. Percentages were required to total 100%. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. VIDEO PRODUCTION Percentage of Videos That Are Created for Stages of the Buyer’s Journey 45% 24% 15% 16% m Brand awareness stage – Getting to know your organization m Consideration stage – Evaluating solutions m Buying stage – Close to/making a purchase m Post-purchase – Training/customer relations Percentage of Videos That Are Created To… 44% 33% 20% 3% m Inform (e.g., showcase products or services) m Educate (e.g., train/teach new skills) m Entertain, evoke emotion, or inspire (e.g., tell a funny story, share someone’s struggle) m Other
  • 14. 14 Script writers, video equipment, employee talent. Input from our internal subject matter experts about technical concepts and/or issues that affect our customers and community, so that we have a knowledge base to draw upon for video projects. iPhones. A solid production team that can take stories from A-Z. Adaptation over the last year into usage of virtual platforms. Employee talent. Our agency partner. Our people. We’re still looking for one to love. What are your organization’s most-valued tools for video production? Many of the fill-in responses to this question cited Adobe products. Others mentioned quality equipment. In addition, we heard: VIDEO PRODUCTION
  • 15. 15 VIDEO & AUDIENCE 29% of respondents said their audience seems to prefer videos over other content types. Which of the Following Statements About Video in Your Organization Is Most Accurate? 46% 29% 3% 23% m Our key audience consumes videos, but doesn’t seem to prefer video over other content types m Our key audience seems to prefer videos over other content types m Our key audience seems to prefer other content types over video m Unsure Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 16. 16 35% of respondents said viewers are consuming 50% or more of the videos they want them to watch. Percentage of Videos That Viewers Watch 26% 25% 30% 9% 3% 9% m They watch 75% to 100% of what we want them to watch m They watch 50% to 75% m They watch 25% to 49% m They watch 10% to 24% m They watch less than 10% of what we want them to watch m Unsure Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021 VIDEO METRICS & SUCCESS
  • 17. 17 87% of respondents said their organization is getting excellent or average results with video. The top measure of success is the number of views for each video (76%). Base: Content marketers who use videos. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021 Base: Content marketers who use videos. Aided list; multiple responses permitted. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Results Organizations Are Getting With Video 71% 12% 17% m Excellent results – exceeding our expectations m Average results – meeting our expectations m Below average results – not meeting our expectations How Organizations Measure Video Success Number of views for each video Number of viewers who follow call to action Number of viewers who watch until the end Number of shares on social media Word-of-mouth feedback Number of times viewers watched the same video Number of videos each viewer watches Other We don’t measure video success 0 20 40 60 80 76% 59% 48% 45% 28% 13% 11% 7% 11% VIDEO METRICS & SUCCESS
  • 18. 18 Half of respondents spend $5,000 or less on video creation in one year; 20% spend $50,000 or more. Base: Content marketers who use videos. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Base: Content marketers who know their video budget. Aided list. Respondents were asked to estimate amounts in U.S. dollars not including salaries. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Do You Have Knowledge of Video Budgets/Spending in Your Organization? 53% 47% m Yes m No How Much Organizations Spend on Video Creation In One Year 14% 16% 19% 31% 11% 5% 4% m $100,000 or more m $75,000 to $99,999 m $50,000 to $74,999 m $25,000 to $49,999 m $10,000 to $24,999 m $5,000 to $9,999 m Less than $5,000 VIDEO BUDGETS & SPENDING
  • 19. 19 Portion of Total Content Marketing Budget Organizations Spend on Video Creation 19% 29% 16% 20% 3% 2% 11% m 100% – this is the only type of content we’re creating m 75% to 99% m 50% to 74% m 25% to 49% m 10% to 24% m 5% to 9% m 4% or less VIDEO BUDGETS & SPENDING Some organizations invest heavily in video, with 16% reporting that they spend 50% or more of their total content marketing budget on video creation. Base: Content marketers who know their video budget. Aided list. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 20. 20 VIDEO BUDGETS & SPENDING  44% of respondents said their 2021 video budget was more than their 2020 video budget.  60% think their video budget will increase in 2022 compared with 2021; 24% of those think it will increase by more than 9%.  69% think their organization needs to invest more in video. How 2021 Video Budget Compares With 2020 Video Budget 44% 35% 5% 6% 11% m Increased m Stayed the same m Decreased m We didn’t have a video budget in 2020 m Unsure How Marketers Think Their 2022 Video Budget Will Change Compared With 2021 24% 36% 31% 8% .5% .5% m Increase more than 9% m Increase 1% to 9% m Stay the same m Decrease 1% to 9% m Decrease more than 9% m Unsure Statement Regarding Current Level of Video Investment That Marketers Agree With Most 69% 31% 0% m We need to invest more in video m We invest the right amount in video m We need to invest less in video Base: Content marketers who know their video budget. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021.
  • 21. 21 VIDEO CHALLENGES Current Video Marketing Challenges Not using our existing video to potential Lack of in-house skill Lack of budget Video optimization issues Lack of upper-management support Video quality issues Other 0 10 20 30 40 50 60 48% 43% 40% 22% 17% 13% 24% Nearly half of respondents said their organization does not use existing video to potential. Base: Content marketers who use videos. Source: Content Marketing Video Survey. Content Marketing Institute, October 2021. Fill-in “other” responses to this question included:  Lack of time  No video strategy  Lack of resources to create volume and quality needed  Small team  Geographic constraints  Not creating videos according to the funnel  Getting clients to participate  Lacking speed of production of new videos
  • 22. 22 ACTION STEPS Video is important – and brands must get better at it. In 2021, video must be more than just a by-product of a digital strategy. It is core to a digital content strategy. Like any content strategy, video requires purpose and should be created, managed, and activated with the structure and optimization for ALL the different channels where it may be experienced. For example, if we produce a webinar, marketers must ask not how to upload a webinar into YouTube – but how might this webinar be changed and optimized into a video version. If we produce a podcast, the question isn’t which logos to fade as we stream the audio through a video platform like YouTube – but rather should we ALSO shoot it so that it can live as a video show as well. If we produce a “how-to-use our product” video, it’s no longer good enough to simply repurpose stock video from our sales- training videos, or product videos from three generations ago. We need to create current, purposeful, and specific content that lives in a compelling context. Put simply, if digital video is treated strategically, it should be created like content within any other content strategy – as an active product ecosystem, where we create content purposely to be optimized for the channel in which it will be experienced. Here are five action-oriented steps we can take. 1. Define a clear goal. If we’re going to start with a digital video approach that feeds from either a broader campaign or its own content marketing idea (such as a video blog, video magazine, or interview series), we must have a clear mission for what pieces, episodes, or structure we are creating. The best place to start is the point in the customer’s journey that you’re trying to optimize. Robert Rose Chief Strategy Advisor CMI
  • 23. 23 2. Identify the story architecture. Just as great campaigns have a messaging architecture, so too should your video projects have a story architecture. In a television or movie series, a producer calls this a “show bible.” It’s a clear description of everything from what’s allowed in this universe, to the key messaging points, to the tone, the visual aesthetics, the sound, the editorial guidelines, and perhaps even a script for your story. 3. Develop a production strategy. One of the benefits to slowing down our creation, ideation, and scripting process into the story architecture is to think through ALL the different areas where you may want to use video in this strategy. 4. Have a flexible distribution strategy. Where do we want to distribute this video? Not all video is appropriate for every channel, nor should any channel be immediately precluded simply because it’s not part of the main marketing campaign. You never know. In other words, say you dream up a video social media campaign and only capture it in a vertical video format with bad sound. What happens if that video goes viral and you want to run it on television? Understand the options behind your distribution strategy and how they may change over time. Go back and forth between steps three and four. 5. Measure accordingly. By creating an integrated content strategy, you should be able to understand which channels, formats, and stories resonate the most. You’ll also be in a great position to repurpose the pieces that perform well so that over time you can double down on those and reuse them in different contexts. As you start thinking about video – and our ability to craft beautiful, remarkable, extraordinary experiences – remember the classic quote from media professor and author Marshall McLuhan. He once said about media, “When any new form comes into the foreground of things, we naturally look at it through our old stereos. We’re just trying to fit the old things into the new form.” Today’s digital video is a new form. If we take the time to see how we might stretch it into all new forms – rather than just try to fit it into old forms – we might find that it enables US to create the iconic images that shape a culture. It’s your story. Tell it well. ACTION STEPS
  • 24. 24 METHODOLOGY Nature of Organization 9% 29% 7% 2% 52% m B2B m B2C m B2B+B2C m Nonprofit m Other Size of Organization (total employees) 30% 29% 26% 15% m Micro (1 to 9 employees) m Small (10 to 99 employees) m Medium (100 to 999 employees) m Large (1,000+ employees) Location of Organization 1% 1% 1% 11% 6% 80% m North America m South America m Europe m Asia m Africa m Australia Industry Classification 23% 18% 15% 10% 7% 7% 7% 7% 6% m Technology/IT/software/hardware m Agency (advertising, digital, content marketing, PR) m Manufacturing m Consulting m Financial services/banking/insurance m Professional services m Healthcare/medical/pharma/life sciences m Education m Other Job Function 33% 30% 7% 4% 2% 3% 21% m Marketing management m Senior leadership (e.g., CEO, Owner, VP, GM) m Content creation/content management m Marketing operations m Advertising/PR/communications management m Consulting m Other To better understand how content marketers use video, Content Marketing Institute (CMI) surveyed its opt-in subscriber database. CMI emailed the survey invitations on September 1, 2021. Reminder emails were sent on September 15, 2021. CMI designed the survey via Qualtrics and performed the data analysis. The survey closed on September 27, 2021 with 486 completed responses.
  • 25. 25 ABOUT ABOUT CONTENT MARKETING INSTITUTE Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Connect. Learn more at ContentMarketingInstitute.com. ABOUT INFORMA CONNECT Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and other specialist markets, and connect communities online year-round. ABOUT VIDYARD Vidyard is built for business. Our platform goes beyond just video hosting and management. Connect with viewers through personalized video experiences. Explore analytical insights about your audience. Turn those insights into action through integrations with top enterprise tools. Prove the impact of your video programs. Global leaders and industry pioneers on the Fortune 500 list and beyond rely on Vidyard to power their video strategies and turn viewers into customers. Get started with Vidyard free today at: vidyard.com/free Thanks to all the survey respondents and everyone who disseminates these findings throughout the content marketing industry.