More small business owners and professional marketers are saying video is a must these days, and that they value video marketing above all other marketing skills for new hires, according to a recent survey by cloud-based video creation service Animoto.
Video Marketing Trend
Animoto’s Social Video Forecast for 2016, which is compiled from the online survey of more than 1,000 professional marketers and 1,000 small- and medium-sized business owners (SMB owners), shows that video has reached new heights in marketing. Fifty-five percent of SMB owners and 84 percent of marketers said that they created or commissioned a marketing video in the past 12 months.
New Heights in Video Marketing
As marketers see good returns on their video investments, they plan to invest further. According to the survey, nearly two-thirds of all marketers are planning to incorporate video in their campaigns for the coming year, as well as invest in video promotion on social media channels. Additionally, the marketers are planning to invest in talent to support video campaigns across the board.
“Social video has become a must-have for businesses of all sizes,” Animoto CEO Brad Jefferson said in a press release announcing the video marketing survey. “While professional marketers are leading the charge in terms of where and how much to invest, small business owners are not far behind. That is a testament to the growing ease and affordability of video distribution on social media platforms, as well as consumers’ inclination towards video content.”
Animoto’s 2016 Social Video Forecast
Animoto’s Social Video Forecast builds on the findings of the 2016 Social Media Marketing Industry Report (PDF) released last month by SocialMediaExaminer.com. The Social Media Marketing Industry Report details how marketers and SMB owners are using social media to grow their businesses, including where they will focus investments in social video to gain a competitive edge.
As it turns out, Facebook continues to dominate as the leading marketing platform for sharing and distributing video content, although professional marketers are beginning to adopt and invest in newer channels like Snapchat and Instagram. Moreover, YouTube remains a stronghold for marketers, and is gaining in popularity with SMB owners, according to both reports.
“This year, we’ve seen social networks such as Facebook prioritize video content and optimization like never before,” said Mari Smith, Facebook marketing expert and social media thought leader. “This prioritization, paired with the rise in video consumption on nearly every social network, has made it impossible for marketers to ignore the importance of consistent video creation and promotion. Animoto’s forecast underscores that ‘social plus video’ has truly arrived.”
2016 Social Video Forecast Infographic
Animoto’s online video creation service offers apps for web and mobile to help anyone easily turn ordinary photos and video clips into professional-quality HD videos. The company fielded its survey between April 25 and May 6, 2016, and created a beautiful infographic capturing its key findings. Check out the infographic below: