Highlights: Survey Results for Video Marketing

Creating and publishing video content as part of your digital marketing strategy is a hugely effective way of reaching your target audience. But it’s also good to have some research to back up that approach when it comes to allocating resources, right?

Over the past few years, video content has become an increasingly vital part of the content marketing mix for a huge number of brands, particularly those in the B2B space. A new study from the Web Video Marketing Council, Flimp Media and ReelSEO was based on survey results from 350 marketing, agency and B2B management professionals and confirms that 73% of businesses report that video positively impacts marketing results and ROI.

The respondents in the survey are all either actively involved in B2B video marketing or are involved in the decision-making process in regards to budgets and resources. The survey was carried out in Q3 2015, and established the following:

  • 96% of B2B respondents are engaged in video content marketing
  • 73% confirm that video has positively impacted marketing results
  • 83% are using video content for website marketing
  • 50% are using video content for email marketing
  • 75% are optimising video content for SEO

Key business challenges

Despite the positive data, 32% of businesses confirmed that video had only been part of their marketing for the past two years. We asked those surveyed what kind of challenges they were facing in terms of creating and marketing video content. The results showed that just under half (44%) confirmed that measuring the ROI was a challenge, as was the lack of in-house video marketing expertise (37%), plus the lack of creative ideas for video (17%).

As a counterpoint, the businesses who were investing in video secured a solid return on investment. This included raising brand awareness [80%], promoting products and services [65%] and increasing website traffic [61%].

Source: ReelSEO.com [abirdged]