Video marketing adopted by 79 per cent of B2B marketers, survey says

Video is paving the way in content marketing strategy. According to a recent Content Marketing Institute (CMI) survey, 79 percent of B2B marketers have adopted video as a way of providing stories to their brands and products. But why has video taken off exactly? One word: millennials.

Currently, more people are streaming media and video than watching it on TV. When polled, some 75 per cent of executives has reported watching video as a content marketing tactic at least once a week. Meanwhile, 59 per cent of executives would also much prefer to watch video than read an article.

Some 73 per cent of B2B marketers feel that video also has a massive impact on their return on investment (ROI). Through the medium of sharing, on a great number of social media platforms, the ROI for companies is increasing at a rapid rate.

The CMI survey also found that video marketing is the most popular content with people that are digesting content. However, this all depends on a number of criteria. The general advice is not to make the videos too long, or conversely, too short. This doesn’t fit all strategies, however. Facebook users, according to a survey, for example, prefers shorter content, while those on YouTube prefer slightly longer content.

Similarly, with regards to call to action (CTA) messages — the advice is to get them in as early as possible. Whereas with blogs and articles, it’s customary to wait until the end of these messages, with video, you really need to put it in near the beginning. This is to ensure maximum ROI.

Finally, the usage of quizzes, interactiveness and in-video links also boosts user engagement and can benefit video storytelling significantly. Which, at the end of the day, is exactly what makes video so great. Rather than using words alone, you’re telling an engaging story about your brands and products though the use of images, sound and words.

What's more, as more content is consumed, marketers need to adapt their own marketing strategies. Video is a key driver of change. They need to become storytellers in order to better communicate their products and brands.

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