Here are a few insights from the report: 1. There were no standards around where and how to host, share, and track videos. But, with the rise of true, purpose-built video marketing platforms, we are now seeing that marketers have gained the analytics they need to get insights, optimize results, and drive more and higher quality leads to the sales team. But now, as more and more marketers are easily able to prove video marketing’s ROI though viewing data, marketing system integrations, and multi-touch attribution, video volume is rising again. The number of marketers creating 11-50 videos annually jumped 17 percent this year. Based in Brooklyn, Chris spent years selling SaaS technology solutions and now helps those companies craft their content marketing strategies. It gets shared to your followers' Disqus feeds, and gives the creator kudos! Find More Discussions Share Share this discussion on Twitter Facebook Sort by Best Best Newest Oldest Start the discussion… in this conversation ⬇ Drag and drop your images here to upload them. Attach Log in with or sign up with Disqus or pick a name Disqus is a discussion network Disqus never moderates or censors. Load more comments Powered by Disqus Subscribe Add Disqus to your siteAdd DisqusAdd Privacy SECURITY WARNING: Please treat the URL above as you would your password and do not share it with anyone.
Is three new marketing videos every month a lot or a little? Does using video viewing data to enrich leads make you average or exceptional? You just never know. And if you don’t know, you can’t improve.
As Sherlock Holmes said in A Study in Scarlet, “it is a capital mistake to theorize before one has the data.”
Well, we’ve got your data right here. For the fourth year in a row, we’ve partnered with Demand Metric to publish The 2017 State of Video Marketing which samples a broad array of video marketing professionals across industries to see how they’re doing.
Here are a few insights from the report:
1. Video isn’t rising—it’s already risen. Now marketers are busy mastering it
The percentage of organizations that have integrated video viewing data–and are exploiting it–with key sales and marketing systems jumped 54 percent.
Video viewing data is booming and it’s the new nitrous oxide to video marketing’s growth. Up until recently, the video marketing ecosystem was fairly fractured, and marketers didn’t have much access to data. There were no standards around where and how to host, share, and track videos. Many marketing teams used social media sites like YouTube, hoping to garner extra views. Some, wary of ads, hosted videos directly on their website or landing pages. Others still tried home-grown solutions, and regardless of medium, all despaired the lack of insight. But, with the rise of true, purpose-built video marketing platforms, we are now seeing that marketers have gained the analytics they need to get insights, optimize results, and drive more and higher quality leads to the sales team.
2. As the ROI becomes clear, organizations are creating more video
In 2016, 71% of marketers were creating more than 5 videos annually. This year, the number rose to 85%.
Video is exploding. We get it, social media sites get it, analyst firms get it, the whole world seems to get it. And as a result of all the talk, video creation started to rise in 2014-15, but then dropped in 2016. What happened? Marketers, eager to experiment with this new technology, had…
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