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State of Video Marketing 2018
State of Video Marketing 2018
VIDEO
MARKETING
2018
Table of Contents
Introduction 3
Executive Summary 5
Acknowledgements 46
2018
Introduction
INTRODUCTION THE STATE OF VIDEO MARKETING 2018 4
For far too long, the emphasis on video content marketing has been on
production quality; the higher the quality, the more marketing value a
video is presumed to have.
Success is very much a function of how well video content and viewing
data integrate with the marketing technology stack, and how the sales
team leverages the intelligence.
In this fifth annual video content marketing report, Demand Metric and
Vidyard partnered on research to better understand the use of video
for sales and marketing, how performance is being measured, and what
impact video is having.
This study’s focus is on the use of video in marketing, the maturity indi-
cators such as measuring video content performance, and how video
viewing data is integrated with marketing automation platforms (MAP)
and customer relationship management (CRM) systems.
This report shows what progress, if any, has been made in the fifth year
of this study.
These study results provide insights and data useful for helping
marketers get the highest possible return on their video content
investment.
THE STATE OF VIDEO MARKETING 2018 5
2018
Executive Summary
EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2018 6
Nearly 80% of this study’s participants were in marketing roles in B2B or All of the organizations that participated in this study are using video
mixed B2B/B2C organizations, with 73% reporting revenue growth in the to some degree in their marketing efforts. Agencies and studios were
most recently completed fiscal year. disqualified from contributing to the study.
Key Findings
For the fifth consecutive year, over 80% More study participants are using metrics to
of study participants report that video is track video content effectiveness, with only 15
becoming more important as a form of percent reporting that no metrics are in use.
marketing content.
The usage of video in places like social The percentage of organizations that are
media, recorded webinars, and emails planning to integrate video viewing data with
has increased year over year. their existing martech stack sometime in the
future jumped from 21% in 2017 to 32%in 2018.
Over two-thirds of study participants Marketers who produce more videos in a year
report the use of video viewing data by also report a much higher level of overall
members of the sales team to qualify, satisfaction with their video marketing efforts.
engage, or influence deals. As the number of videos produced increases,
so to does the level of satisfaction.
The use of video in Account-Based Marketing teams that make use of advanced
Marketing (ABM) strategies continues video features and functionality have higher
to increase year over year. levels of satisfaction with video marketing.
2018
For the fifth consecutive year, the importance of video remains high, with
83% of study participants reporting that video, as a form of marketing or How is the importance of video, as a form of marketing or
sales content, is becoming more important, as shown in Figure 1. sales content, changing in your organization?
5%
Less important
12% 83%
Not changing
More important
THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 10
Video production numbers can also provide insight into the value of How many videos of any type (including webinars,
video content. This study tracks annual video production quantity, and on demand, product feature videos, etc.) does your
Figure 2 shows this year-to-year comparison. organization produce for marketing purposes on an
annual basis?
The number of videos produced continues to increase year over year;
60% of participants reported they are producing more than 11 videos per
year in 2018, while only 49% reported this in 2014.
FIGURE 2: MARKETING VIDEOS PRODUCED ANNUALLY
18
14%
% In 2017, 18% of study participants
26% 40%
13% 7%
15% 10% 8%
26% 41%
10% 8%
29% 18% 35%
11% 5%
20 %
In 2018, 20% of study participants
27% 26% 31%
produced more than 51 videos/year
9% 8%
25% 26% 32%
The data suggests that the cost of producing a video has become more
affordable for even the smallest of companies. Highly accessible tools,
TABLE 1: COMPANIES PRODUCING LESS THAN
like the Vidyard GoVideo plugin, continue to make video very simple to
5 VIDEOS ANNUALLY
create and distribute.
The video production gap has narrowed considerably.
However, there are differences in video production volume based on
company size.
In the past, this study found that small companies produced fewer videos
than larger ones. Companies Producing Less than 5 Videos Annually
While that holds true in 2018, small companies have begun producing SMALL MEDIUM LARGE
more and more videos annually as shown in Table 1. COMPANY SIZE
($25 million ($26 - $499 ($500+
(Annual Revenue)
or less) million) million)
Video content can be used in many different ways and places. Figure 3
summarizes where study participants are using video content. Where are you currently using video in your marketing
activities?
YouTube 67%
Emails 55%
The use of video in email marketing efforts at large companies has more Website 85% 88% 84%
than doubled since last year’s study. In this year’s study, the biggest differ-
ences in usage, based on company size, are found in the usage reported
Social media 89% 81% 78%
with Landing Pages, YouTube, Social Media, and Recorded Webinars.
Ultimately, marketers need approaches and content that convert well, YouTube 69% 69% 51%
and the growth of video in each of the places where it sees use offers
another endorsement of its effectiveness. Landing
47% 65% 84%
Pages
Recorded
50% 60% 65%
webinars
Sales
24% 20% 24%
Conversations
THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 14
The study also inventoried the types of videos that marketers create and
deploy, which Figure 4 summarizes for the current study year compared
Which types of videos have you invested in?
to past studies.
20%
59% 59% 43%
Product Demos Explainer Social Media Webinars How-to / Customer Live Streams Cultural Vlogs One-to-One Thought
Videos Videos Videos Educational Videos Videos Leadership*
Videos
* Added for 2018 study
THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 15
Where videos are used (Figure 3) and which types of videos are used
(Figure 4) are correlated, and Table 3 shows this relationship.
Recorded Sales
Rank Landing Pages Emails Website Social Media YouTube
Webinar conversations
#1 Demos (66%) Webinars (64%) Webinars (59%) Social (60%) Webinars (66%) Webinars (85%)
Explainer/
Demos
(tie 73%)
#2 Webinar (64%) Demos (61%) Demos (55%) Webinars (56%) Explainer (57%) Explainer (60%)
Explainer/Product
#3 Explainer (57%) Explainer (53%) Demos (53%) Social (55%) Social (52%) Webinars (64%)
(tie 57%)
THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 16
For most use cases, Webinar videos see the greatest use, representing Some subtle shifts in the types of videos produced occurs as the produc-
a major change in usage since last year’s study where Product videos tion volume increases. These shifts are shown in Table 4.
reigned supreme.
In 2018, Webinars have surpassed Product and Explainer videos in
Changes in the types of video being produced and where video is being terms of video production in cases where companies produce more
used indicates that the use of video is expanding across the business. than 11 videos annually..
2018
Over the past two years of this study, the percentage of participants that
report video converts somewhat or much worse than other content types
has held steady at 7%.
6% 1%
Somewhat worse Much worse
As the use of video increases, so does the number of video users strug-
gling to capture accurate return-on-investment (ROI).
7%
Much better
34%
About the same
52%
Somewhat better
THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 19
This study has collected data about the relative ROI movement of video:
is it getting better, staying the same, or declining?
How is the ROI you get from video changing?
Figure 6 displays this ROI data.
The most troubling insight that Figure 6 reveals is that 49% of study
participants do not know the ROI of their video marketing efforts.
It is possible to determine the ROI of video by measuring how it is FIGURE 6: HOW IS THE ROI OF VIDEO CHANGING?
consumed by leads in the sales pipeline, and this measurement is
Nearly half of this study’s participants (49%) do not understand
enabled by integrating video consumption data with CRMs or marketing
how the ROI of their video marketing efforts is changing.
automation platforms.
This integration status and its implications for ROI are explored fully in an
upcoming section of this report.
28%
Getting Better
49%
Unknown
22%
Staying the Same
1%
Declining
THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 20
The most mature video marketers will use advanced metrics to link the 14% 14%
The use of intermediate metrics grew immensely in 2018, with 32% of 48% 24%
While the segment of those who are using advanced metrics is compar-
atively small, the ROI impact related to advanced video metrics usage is
substantial. Figure 8 compares the percentage of study participants who FIGURE 8: % REPORTING VIDEO ROI IS MUCH WORSE
report their video ROI is getting much worse to each of the video content
effectiveness measures. Using basic or no metrics has a big effect on ROI.
There are some important points to make from the data presented in
Figure 8:
A true and accurate measurement of the ROI of video (or any type
1
of content) requires the adoption and use of advanced or interme-
diate metrics. When intermediate or advanced metrics are not in
33%
No metrics
use, ROI determination is an estimate, at best. in use
2 When advanced metrics are in use, marketers have the informa- 67%
Basic metrics
tion they need about video content performance to improve on its
use, helping achieve even better performance.
2018
The data in Figure 9 reveals some encouraging findings: FIGURE 9: INTEGRATION STATUS OF VIDEO VIEWING DATA
1 Nearly half of study participants (46%) are either planning to inte- The majority of study participants either plan to integrate video
grate within the next 12 months or have integrated their systems viewing data with marketing and sales technology or have
but are not exploiting the data. already done so.
16% 6%
Integrated and
No plans to integrate
exploiting the data
26%
32%
Planning to integrate
Integrated but not
exploiting the data
sometime
20%
Planning to integrate
within 12 months
VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2018 24
The ROI that study participants report for their video marketing efforts
correlates to their integration status, and Figure 10 compares the ROI when
there is no integration to when integration of video viewing data exists. FIGURE 10: INTEGRATION OF VIDEO VIEWING DATA & ROI
None of this study’s participants who have integrated their systems Integrating video viewing data into sales and marketing systems
report ROI is declining, and 41% report their ROI is getting better. has a major effect on ROI.
27% 14%
0% 0%
The higher integration levels seen in this year’s study are reflected in the
way members of the sales team are using this data, which is summarized To what extent do members of the sales team currently
use video viewing data to qualify leads, engage
in Figure 11.
prospects, or influence specific deals?
Over two-thirds of study participants indicated that it is important for the
sales team to have access to customer and prospect video viewing data.
At the high end of the usage spectrum, the percentage of study partic- FIGURE 11: SALES USE OF VIEWING DATA TO QUALIFY,
ipants who report their sales team is currently using video viewing ENGAGE, OR INFLUENCE DEALS
data to qualify leads, engage prospects, or influence specific deals to Overall usage of video viewing data by the sale team is up
a great extent has doubled in the past year. year-to-year.
8% 7%
31% 18% 36%
11% 6%
39% 23% 21%
In 2018, 14% of study participants report
14 %
their sales team is currently using video 10% 6%
viewing data to a great extent 34% 18% 32%
11% 6%
37% 22% 24%
2018
This study continues to look at who is creating video content and where it
is hosted. Figure 12 shows who within the organizations that participated in Within your organization, who is producing any of your
video content (e.g. demos, webinars, how-to’s, etc.) on a
this study is creating video.
regular basis?
For the fifth consecutive year, the Marketing team remains the top
producer of video content, while the Internal Communications and HR
teams show the biggest year-to-year increase.
FIGURE 12: WHO IS CREATING VIDEO
9%
8%
This year’s study survey included a new question designed to find out
who is driving the creation of video content, and the results are shown Within your organization, who is driving the creation of
in Figure 13. your video content (e.g. demos, webinars, how-to’s, etc.)?
Internal
23%
communications team
HR team 16%
Other 8%
PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 29
18% 25%
Business
Platforms Both
57%
Free Platforms
PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 30
Today, most organizations create video using a blend of internal and external
resources, such as agencies, studios, freelancers, or contract employees. FIGURE 15: RESOURCES FOR VIDEO CREATION
Figure 15 shows this spectrum of resource usage for video creation.
Few organizations completely outsource video creation.
Compared to last year’s study, study participants reporting the use of
only external and only internal resources has increased at both ends of
the spectrum.
2017 2018
However, most organizations continue to blend external resources with
internal ones to create their videos and, on average, the division of respon-
sibility is almost even, slightly favoring the use of internal resources.
10% 17% 29% 25% 19%
External for
28% 28% 24%
most or all
Internal for
48% 44% 38%
most or all
PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 32
Figure 16 shows the relationship between video functionality usage and The features and functions available for use in creating marketing video
study participants who report their ROI is getting much better. In 2018, have expanded tremendously.
video functionality usage among study participants who report their ROI
The understanding of some of these features and functions are helped
is much better has increased for nearly all of the response choices.
through further explanation:
Some of the biggest deltas include individual viewer engagement (28% in
Video performance analytics: views, drop-off rate, etc.
2017, 57% in 2018), centralized video content management (42% in 2017,
Centralized video content management: software that enables an
51% in 2018), channel performance analytics (42% in 2017, 65% in 2018),
organization to centralize, manage, and deliver video online
and custom CTAs at the end of videos (42% in 2017, 57% in 2018). The
increased use of video functionality shows that marketers are continuing Channel performance: views by channel
to experiment with techniques to improve their video results. Individual viewer engagement: tracking views and engagement of
each individual
Video Centralized Channel Custom CTAs Access Video content Group or Individual Synchronization Video
performance video content performance at end of control for with embedded role-based viewer of viewer content
analytics management analytics video private/ forms/gates administration engagement engagement personalization
secure of content data to Mktg
content Automation or CRM
PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 33
In the 2016 study, participants were asked to share their usage status of
the Account-Based Marketing (ABM) strategy and if they were using ABM, If your marketing or sales team currently practices
Account-Based Marketing (ABM), what role does video
the degree to which video content played a role.
content play?
Figure 17 shows historical usage data for the last three years.
3%
10% 39% 15% 13% 10% 10%
6% 7% 3%
16% 44% 13% 11%
6% 4% 3% 1%
25% 46%
I don’t know Don’t use ABM, but ABM with ABM with video in ABM with ABM with
ABM no video plans to minor role video in video in
use video moderate major role
role
THE STATE OF VIDEO MARKETING 2018 34
2018
Marketing budgets reflect the organization’s priorities, and the way initia-
tives are funded is perhaps the truest indicator of their perceived value. How is your organization’s budget for creating video
content changing?
Figure 18 summarizes video content budget growth for all years of the
study.
The fact that video content budgets are increasing for the majority of
participants as costs continue to go down says a lot about the value of
FIGURE 18: VIDEO CONTENT BUDGET
video content.
Video content budgets are staying the same or growing for well
over 90% of the organizations in this study.
2% 4% 7%
39% 48%
13%
0% 4%
37% 46%
0% 2%
29% 49% 20%
6%
Organizations in this study report their video
content budget is decreasing this year.
1% 2%
28% 53% 16%
The greater the investment in video content, the better the ROI and
conversion performance study participants report.
41% 68%
11% 49%
% ROI is % Conversion
getting performance
better is better
THE STATE OF VIDEO MARKETING 2018 37
2018
Satisfaction with
Video Marketing Results
SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 38
Last year, this study began to look at overall satisfaction with the results
of video marketing efforts. Figure 20 shows how this year’s study partici- Overall, how satisfied are you with the results you’re
pants rated their satisfaction. getting from your video marketing efforts?
1%
Very Dissatisfied
5% 5%
Very Satisfied
Dissatisfied
46%
Satisfied
43% Neutral
SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 39
Over half of this study’s participants report they are satisfied or very satis-
fied with the results they are getting from their video marketing efforts.
FIGURE 21: SATISFACTION & ANNUAL VIDEO
One of the correlations to satisfaction is the annual volume of videos
PRODUCTION VOLUME
produced by study participants.
Satisfaction increases as video production volumes increase.
Figure 21 shows how satisfaction increases with the volume of videos
produced.
This year, the number of study participants who report video marketing 11 to 50 62%
satisfaction with more than 50 videos produced annually jumped by 10%,
to 82% in 2018.
5 to 10 39%
The use of certain kinds of metrics from Figure 8, to measure the effective-
ness of video content, also correlates to satisfaction.
FIGURE 22: SATISFACTION & METRICS USAGE
Figure 22 shows the use of metrics by type for participants that are satis-
fied with the results they’re getting from video. The use of advanced metrics drives satisfaction significantly
higher.
The relationship between satisfaction and the use of advanced metrics
cannot be overlooked.
Study participants who report they are satisfied with the results they are
getting from their video marketing efforts are much more likely to use 0%
No Metrics in Use
advanced metrics to measure the effectiveness of their video content.
18%
Basic Metrics
in Use
73%
Advanced
Metrics in Use
9%
Study participants who are satisfied with the
0%
results they are getting from their video
marketing efforts and have no metrics in place.
SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 41
The use of any of these video features has the ability to increase satis-
faction with video marketing. FIGURE 23: SATISFACTION & VIDEO FEATURE/
FUNCTION USAGE
The satisfaction gap between those who use them and those who do
These video features/functions are major drivers of higher
not is substantial, averaging 21 percentage points.
satisfaction with video.
Video Centralized Channel Access Video content Group or Individual Synchronization Video
performance video content performance control for with embedded role-based viewer of viewer content
analytics management analytics private/ forms/gates administration engagement engagement personalization
secure of content data to marketing
content automation or CRM
THE STATE OF VIDEO MARKETING 2018 42
2018
Video remains one of the best performing types of content that is avail-
able to marketers. This year’s study reinforces many of the best practices
identified in past years, while introducing some new ones.
Evaluate video types and placement. Leverage advanced features and functions.
2 3
In this year’s study, Demo and Explainer videos eclipsed The use of advanced features and functions results in higher
Product videos, representing a major shift in the types levels of overall satisfaction with video marketing. Marketers
of videos that companies are investing in. As the use of need to make these features and functions a standard part
video continues to expand across the business, consider of the production process.
creating different forms of video content.
Leveraging a video platform for business makes advanced
It is equally important to consider where video is being used. features—such as video and channel performance analytics,
In this year’s study, the reported usage of video in social in-video calls-to-action, and synchronization of viewer
media, webinars, and emails have all increased dramatically. engagement data to marketing automation or CRM plat-
In fact, the use of video in email marketing efforts at large forms—easily accessible.
companies has more than doubled since last year almost
certainly because of the way it impacts engagement.
Experiment with new features and functions.
Marketers in companies of all sizes are encouraged to
4
experiment with a variety of video types and evaluate new The relationship between satisfaction with video marketing
distribution channels for video. efforts and functionality usage grew dramatically in 2018.
The number of study participants who use advanced
features and report that their ROI is getting much better also
continued to grow.
When examining the relationship between video features
and study participants who report their video ROI is getting
much better, some of the biggest deltas are found in the use
of centralized video content management, channel perfor-
mance analytics, and custom CTAs at the end of videos.
Marketers who are relying on free video platforms should
consider using a video platform for business if they want to
experiment with new features and functions and, ultimately,
extract more value out of their video marketing efforts.
ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2018 45
Marketers can realize the full power of video as a content form with the right hosting platform, integration to marketing and sales systems, and
exploitation of advanced metrics. By implementing these recommendations, marketers can take their video marketing efforts to the next level
of effectiveness.
ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2018 46
Acknowledgements
Demand Metric is grateful to Vidyard for sponsoring this benchmark study and for those participants that took the time to provide their input.
Demand Metric helps marketers get stuff done. Since 2006, we’ve Vidyard is the video platform for business that helps organizations drive
worked with over 100,000 marketers around the world to identify how top more revenue through the use of online video.
performing marketing departments operate.
Going beyond video hosting and management, Vidyard helps businesses
Unlike ‘ivory tower’ analyst firms, Demand Metric gives you practical drive greater engagement in their video content, track the viewing activ-
tools, training, and advice that will have you operationalizing best prac- ities of each individual viewer, and turn those views into action.
tices in minutes. Through our partnerships with American Marketing
Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Citi-
Association (AMA), Association of National Advertisers (ANA), and Asso-
bank, MongoDB, and Sharp rely on Vidyard to power their video content
ciation of International Product Managers and Marketers (AIPMM), our
strategies and turn viewers into customers.
tools and resources have become the industry standard.
Don’t reinvent the wheel. With Demand Metric you’ll know what to do,
how to do it, have consultant-grade tools to get work done fast, and agile
marketing software that’s so easy-to-use your team will love it.
To learn more about Demand Metric, sign up for a free membership at:
www.demandmetric.com
APPENDIX: SURVEY BACKGROUND THE STATE OF VIDEO MARKETING 2018 47
This 2018 Video Content Marketing Metrics Benchmark Study survey The representativeness of these results depends on the similarity of the
was administered online during the period of September 4 through sample to environments in which this survey data is used for comparison
September 24, 2018. During this period, 414 responses were collected or guidance.
and 271 were used in the analysis of the data for this report.
Summarized below is the basic categorization data collected about
respondents to enable filtering and analysis of the data:
15%
Other
4%
21% IT
7%
TYPE OF A Mix of B2B/B2C
50% President, CEO
ORGANIZATION PRIMARY ROLE OF or owner
Mostly or
entirely B2B RESPONDENT 5%
29% Sales
Mostly or entirely B2C
69%
Marketing
Modest decline
ENVIRONMENT ANNUAL SALES
IN MOST RECENT 20% 57% 12%
FISCAL YEAR Flat Modest increase $100 to $499 million
16%
$10 to $24 million
21%
$25 to $99 million
THE STATE OF VIDEO MARKETING 2018 48
www.demandmetric.com
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