Study: Videos are the Most Loved (and Shared) Form of Content Marketing

With a higher conversion rate and improved ROI, marketers are opting to include more video marketing into their content marketing strategy than ever before. That’s according to a video benchmark report from video and marketing analytics platform Vidyard. Approximately 71% of marketers said video content performance was either somewhat or much better than other types of content marketing.

For the last several years, we’ve seen videos gain momentum online. And it makes sense. People choose to consumer video because it is video – it delivers quickly and effectively and never loses its novelty. For marketers, it provides very accessible metrics to effectively increase ROI.

In this study, conducted by marketing research firm Demand Metric and sponsored by Vidyard, 235 respondents participated, representing B2B, B2C, and agency organizations.

Video Marketing ROI

When asked about the ROI of video was getting better, staying the same, or declining, nearly half of survey respondents claimed that video ROI was improving.

Effectiveness of Video

Nearly all of the 235 respondents (95%) rated video content effectiveness as somewhat more, or far more, important in terms of marketing and sales content.

Importance of Video

It’s not surprising that since marketers are achieving positive, measurable results with video, 69% of survey participants said they plan on increasing their video content budget.

Preferred Video Hosting

The study also went ahead and broke down the preferred hosting locations for video content. A majority of respondents (63%) said they use a combination of their own website and external hosting sites like YouTube and Vimeo to distribute video content.

Video Production

17% said their organization produces more than 50 videos per year, 32% claimed that they were producing between 11-50 videos annually. Twenty-five percent said they created less than five videos per year. The study showed that companies are increasing video content budget and a majority (55%) will plan on using a combination of internal and external resources to produce video content in the future.

Conclusion: Video does a better job at converting customers and as a result, proves its ROI to marketers.

Conversions are ultimately the end game for content marketing, it’s the “mission accomplished” stage where the customer has consumed all the information needed to buy or consume the product or service. And video content does just that. It has just enough power to catch and retain customers’ attention and provide the data that provides organizations an advantage.

(Click here to view the full report from Vidyard)