Where Did We Get Our Information?
As marketing plans were being put together at the end of 2015 and the beginning of this year, we reached out to marketers to ask about the current state of video content and its us. We heard back from slightly more than 250 respondents who answered questions such as "how do you plan to use video?", "how do you think it can help you?", "what are the challenges in creating quality video content?"
Our respondents are marketers - from Heads of Marketing to VPs to EVPs to CMOs to Heads of Marketing. They also include CEOs and Founders. They span a wide range of industries and include small, medium and large businesses.
Types of Businesses
B2B - 75% B2C - 25%
When we asked "Who 'Owns' Content Marketing in Your Organization?" the responses were:
- The entire marketing team - 35%
- One senior person on the team - 35%
- A smaller dedicated sub-group of the marketing team - 24%
- Other - 6%
A Closer Look at the Results
Business Goals and Video Content
Just like last year's survey, brand building and explaining a product or service remain as the top two uses for video content. Increasing revenue lost a little bit to make way for increasing engagement. Here's how the rest of the responses break down (respondents chose all that applied):
- Boosting SEO - 34%
- Inbound Leads and Conversions - 28%
- Internal Training - 21%
- Thought Leadership - 21%
- Referrals and Testimonials - 21%
- Customer Retention - 17%
- Reputation Management - 7%
What Types of Videos Will Be Created in 2016?
It's clear that Testimonial videos, About Us videos and Explainers are at the top of the list for 2016 marketing strategies. These top three were also at the top of the list in our 2015 survey, but Explainer videos went from the #1 spot to the #3 spot. To find out why this shift is taking place we asked some respondents to tell us why they were placing more emphasis on Testimonial videos in 2016. You can read about the answer here.
Video Ads take the lowest spot on the survey with just 14% of marketers saying they'll create them. There's reason to believe this number will increase over the next year.
How Many Videos Will it Take?
This year's results are very similar to last year's survey. In fact, extremely similar. So the only thing we would say is...
Content is King. So whether you're creating one video or multiple videos, make them count with valuable content tied to your overall marketing strategy and brand.
It's Not All Fun and Games
The challenges companies face in creating quality video content have changed from last year. "Finding the Time" has taken over the top spot from "Budget." In fact, "Time" only came in at 21% in 2015.
Another big change from last year is that companies report that finding internal talent is becoming less of an issue. In 2015, it came in as an issue for 36% respondents. This year that number has shrunken to 24%.
Measuring video ROI has become easier for companies. In 2015 it was reported as a challenge for 36% of repspondents. In 2016 that number has become just 14%. This is a great sign that video content is being used wisely and reliably. For those who may still be unsure of how to measure video ROI, we offer a couple of tips here.
Rounding out the answers to this question are:
- Not sure where and how to use video - 21%
- Not enough internal support or buy-in - 14%
- Not sure how to measure ROI - 14%
- Ability to create effective script or storyboard - 10%
The Holy Grail - Measuring Video ROI
Still taking the top two spots from last year is the use of video analytics and leads generated from custom CTAs in videos. Analytics is raw, real-time data, while custom CTAs (custom phone number or URL as a call to action in a video) can definitely show which videos are producing, and how well they're working.
Social sharing of videos has taken the #3 spot from "Not Sure" which was reported by 36% of marketers in 2015. This is great news because it means everyone is getting smarter about how they use and measure video content. We should also note that it's not easy to follow video analytics via social sharing, but it's still a great indicator of how your video is performing.
WHAT THIS ALL MEANS FOR 2016
For marketers and companies planning video content in 2016, this can be a road map of sorts to help figure out what direction to head in and what to look out for.
For Storyboard Media Group, we plan to write a lot of blog articles to help in areas where there is still some confusion about creating quality video content. Be sure to check back often to follow along as we outline strategies for making your content count.