Video, a powerful tool in the storytelling arsenal, has become even more important in the past two years, according to 83% of marketers.
That's a key finding from the new Visual and Video Storytelling Survey of the Content Marketing Institute Sponsored by Vidyard .
83% of marketers say #videos have become more important over the last two years for their brand, according to @CMIContent @Vidyard #research via @LisaBeets. Click to Tweet But that one statistic doesn't mean you should focus on video and ignore other tactics or videos that deliver great results. To see the bigger picture on video, read on for six more things you should know.
1. Audiences don't necessarily prefer videos over other types of content
Nearly half of marketers (46%) say their primary audience watches video but it doesn't seem to be the preferred format, and 3% say their audience prefers other types of content. However, 29% say their audience seems to prefer video.
While an important part of the content marketing mix, video is not the end-all-all. Like most things, the importance of a video to your primary audience “depends” on who they are or why they want to see the content. Some audiences prefer written content, such as white papers, for educational purposes, while others prefer videos to see a working or existing product or solution entertainment .
Investing in video is to some extent prudent. The trick is to determine the right level of investment based on the characteristics of your current and desired audience.
2 . Two-thirds expect their video budgets to grow but not by 2022
Sixty percent of marketers surveyed expect their video budgets to grow to 2022 compared to 2021 . Still, 69% say their organization needs to invest more in the format, showing that marketers believe in the power of video.
Video budget feedback similar to what we've found in our broader B2B Content Marketing Benchmarks, Budgets, and Trends : Details for 2022 report: 69% of B2B marketers expect to invest in video in 2022, leaving the top budgets followed by events (61%), owned media assets (57%), and media fee (55%).
Additionally, 66% of B2B marketers in that study created or used videos in the last 12 months, making it the second most popular content type (short articles/posts topped the list. )
3. More work to do for better results
Only 17% of marketers in a video survey say their organization is getting excellent results from this tactic. Seventy-one percent reported average results and 12% said they saw below average results.
71% of marketers say they see average results from their #videos, according to @CMIContent @Vidyard #research via @LisaBeets. Click To Tweet 
Furthermore, 48% say their brand isn't using existing video to its potential.
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These results suggest that marketers who are not seeing the full benefits of video may not have successfully incorporated the format into their content marketing strategy. Follow the checklist this strategy To help your video marketing succeed:
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4. Video with influencers or SME produce the best results
Almost half (49%) of marketers say that interviews with influencers/subject matter experts produce the best video results. Followed by how-to, case studies/customer stories (48% each) and branded stories (47%).
# Videos with influencers or subject matter experts drive the best results for marketers, according to @CMIContent @Vidyard #research via @LisaBeets. Click to Tweet 
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People buy from organizations they trust. When people can see, hear, and learn from influencers or knowledgeable people working in your company, it makes your brand more trustworthy and trustworthy. Similarly, when celebrities in your industry speak well of your brand, it builds credibility.
5. Most marketers produce videos in-house
Fifty-five percent of marketers surveyed said they primarily produce videos in-house, while 19% say they mostly outsource. 26% say it's about 50/50.
It would be better to produce good in-house videos outsource ? The verdict depends on your brand, audience, goals, team expertise, and budget. Does the video require a high value production or can you do it with Iphone? Will most of the audience watch the video on the small screen or the big screen? Do you have enough staff resources to fully accomplish your goals?
Many tools on the market make it easier to create and edit videos at home – some of them are free. Regardless of the tool you choose, you'll need in-house resource(s) to manage your video projects. Some brands are suitable to cooperate with authorized dealer because they have the expertise or the in-house marketing team doesn't have the time.
6. Video production is about people
Regardless of which path you take, video production is largely about people. We ask: What is your organization's most valuable video production tool? Among the free-form responses, marketers mentioned things like Adobe products and quality cameras, lighting, etc.
However, many others told us that in addition to time and money, their wish list also involved human resources: “Talented staff.” “Our people.” “A solid production team can take the story from A to Z.”
“Input from our insider Subject matter experts about technical concepts and/or issues affecting our customers and communities, so that we have a knowledge base to draw on for video projects. ”
Those findings connect well with what Robert Rose, CMI's chief strategic advisor, says: “Anyone can make a video… simply creating a video isn't the differentiator.
“The power of video has nothing to do with technology. It has everything related to content and creativity in the video. This is your secret ingredient. Treat your digital video strategy like a content strategy. Build it to amplify and optimize your big ideas to create the iconic images of tomorrow. ”
The power of #video has to do with # content and creativity in video, not with technology, says @Robert_Rose via @CMIContent @Vidyard. #Search Click to Tweet In other words, be ready to experiment to get the most out of this effective way to communicate with your audience .
To learn more, read our detailed video marketing report, which includes additional insights such as:
- The venue for their videos
- Percentage of videos created for each stage of the buyer's journey
- Percentage of videos that viewers watch
- How organizations measure video success
- How much organizations spend on video creation
- The portion of the content marketing budget spent on video creation
Cover photo by Joseph Kalinowski / Content Marketing Institute
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