88% of marketers now use video for content marketing

As marketers look for new ways to improve their content marketing strategies, new research suggests that many are turning to video.

Vidyard and the Content Marketing Institute recently partnered to conduct the “Survey of Video Content Marketing and Visual Storytelling,” and statistics show that 88% of marketers are now using video for content marketing. That being said, many are new to this space, with the majority of marketers (38%) saying their organization has only been using video content for 1-4 years.

Over the past two years, most marketers (83%) agree that video has become more important to their business. So far, 71% of respondents said their organization is getting at least “average results” with their video content, and that it meets their expectations. About 17% said it exceeded their expectations.

Finding Paths to Success in Video Marketing

Despite the challenges that have developed in light of the pandemic, previous research indicates that marketers have been able to grow their following, especially through video.

MotionCue released its “Video Marketing Statistics 2021: Navigating Through Change” report, and 78% of marketers said video helped them attract new customers in 2020. Additionally, 85% believe video will play a essential role in marketing over the next few years.

Most marketers (70%) say video content has shown positive ROI. About 28% say it helped them build brand awareness and 24% say it helped them explain products.