2020 Video Marketing Survey

The results are in from our 2020 survey of our video clients! We asked our clients to answer two sets of questions- 1 set from the perspective of a video consumer, and 1 set from the perspective of a video marketer. Take a look at some of our key findings below.

Video Consumer Highlights:

We had lots of interesting info from a consumer perspective, but the key takeaways were that 1) video works, 2) video credibility is key, and 3) keep it short and impactful! See highlights below:

• 82% of respondents have been convinced to buy a product because of a video they watched

• 95% of respondents answered “yes” to the question: Has video created by a brand helped you to better understand the brand’s product?

What's Important

Respondents ranked the most important criteria in a brand video

Video Style

Respondents didn't indicate a strong preference for video style. 77% of respondents selected "don't care as long as it's well done." So style doesn't matter, just get it right!

Video Length

50% of respondents indicated the maximum amount of time they will commit to watching a brand video is 2 to 5 minutes. 45% indicated they will commit less than 2 minutes, and 5% indicated they will commit 5 to 10 minutes.

Video Marketing Highlights:

Below are what the video marketing pros had to say when they took off their consumer hats and put on their professional hats. We’ve got lots of interesting survey highlights below, including most preferred online channels, marketing mix, etc. But- what are the biggest takeaways? Here goes:

• Over 68% of respondents acquired new leads using video

• Over 73% acquired new customers using video

• Over 79% had a positive ROI on professionally created video

Lead Generation

Over 68% of respondents indicated video has helped them to generate new leads

Customer Acquisition

Over 73% of respondents indicated that video has helped them to acquire new customers

Video Distribution Methods

84% of respondents find online video distribution most successful for customer acquisition, while 16% prefer email distribution

Acquisition & Engagement

Why Use Video

42% of respondents indicated that customer education is their preferred use for video in their marketing mix, while 32% use video for customer acquisition, and 26% use video for engagement

Publishing Frequency

Over half of respondents indicated they publish video content to their online channels infrequently, 21% publish monthly, 16% publish weekly, and 5% publish twice per week

ROI

79% of respondents indicated that they had a positive ROI on professionally created video

About our respondents

We surveyed a sampling of our customer base. Survey respondents primarily are over the age of 35, reside in NC, and are marketing and management professionals.

The Bottom Line

The bottom line- video works! Happily our clients report positive ROI, customer acquisition, and customer engagement through video production and marketing.

Reach out if we can help with your next brand video. Let’s get started!