The State of Video Marketing in 2018

Truth be told, video marketing is ALREADY a big thing and if you haven’t embraced it by now then you are seriously lagging behind as a marketer.

1. Video marketing usage is on the rise.

81% of businesses use video as a marketing tool — up from 63%, the number reported in our 2017 survey.
99% of those who already do use video, say they’ll continue to do so in 2018.
65% of those who don’t currently use video marketing, say they plan to start in 2018.

2. We watch a lot of video.

From the video content we watch at work, to online streaming services and beyond, video is a central part of how we live. We asked respondents specifically how much video content they’d watch in a typical day, and the average response was 1.5 hours. 15%, meanwhile, told us they watch more than 3 hours of video on a typical day.

3. Marketers rely on video to help them do their jobs.

Video is often cited as a tool that helps drive various areas of business performance, and the numbers back up those claims:
97% of marketers say video has helped increase user understanding of their product or service.
76% say it helped them increase sales.
47% say it helped them reduce support queries.
76% say it helped them increase traffic.
80% of marketers say video has increased dwell time on their website.
95% of people have watched an explainer video to learn more about a product or service.
81% of people have been convinced to buy a product or service by watching a brand’s video.
69% of people have been convinced to buy a piece of software or application by watching a video.
85% of people say they’d like to see more video from brands in 2018.

4. Consumers love video.

It’s probably unsurprising, but video seems to add tremendous value to our experience as customers, too …
Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.

5. We love to share.

There’s a popular misconception that people will generally only share frivolous, entertainment videos (cats and epic fails!) Our findings suggest that, if you create video content that your specific audience enjoys, 83% of consumers would consider sharing it with their friends. Being a brand is not necessarily a disadvantage — content is king!
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