And that is, by finding ways to be resourceful. A whopping 92% of marketers say that they repurpose existing content and assets to create videos, meaning that very few marketers need to pick up a camera to shoot photos or footage, or to create new stories from scratch when it comes to making videos. The undeniable power of video content on social media network.
“I know what you did in your last Marketing campaign, do you?”Jalena Pineda
Of the 500 marketers surveyed who work at companies that have created at least two videos in the last year, 47% are publishing four or more marketing videos in an average month and 27% report creating more than six.
A new Animoto survey reveals how marketers are keeping up with today’s rising consumption of video content on the social web, also known as the golden age of online video.
So why are marketers creating more video content?
The frequency at which marketers are publishing video content online is not surprising when you consider another finding of the survey, which is that 60 percent of the 1,000 consumers surveyed say they watch branded videos on Facebook every day. Moreover, 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
In addition to marketers seeing results on Facebook, YouTube is a close second. On the consumer side, Facebook and YouTube also led the engagement category. And while Facebook holds the top spot when it comes to where consumers are watching videos daily, Instagram Stories took the second spot followed by Snapchat.
Interestingly, when it comes to living video, 52% of consumers reported preferring edited video compared to 48% for live video.
To illustrate the results like these, and more, Animoto has published an infographic detailing the findings, that you can see below:
In an earnings call last year, Facebook CEO Mark Zuckerberg said, “Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see the world that is video first with video at the heart of all our apps and services.” Today, “video-first” has become a reality for consumers and marketers alike.
We surveyed 1,000 consumers and 500 marketers to find out how video is making an impact in today’s golden age of video. How are consumers watching? And what are marketers doing to reach viewers? Here are some highlights:
64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
92% of marketers make videos with assets they already have.
81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating a square and/or vertical videos.
Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.