Digital Marketers: What Kind of Video User are You?

Digital Marketers: What Kind of Video User are You?

Recently, we conducted a multi-part survey as part of our quest to continuously understand digital marketers' evolving online video needs. Online video is a dynamic field, and marketers have taken advantage of it in varied--though ever-increasing--ways in recent years. Consumer consumption habits continue to shift and target audiences expect access to engaging video content that will both educate and entertain them from virtually any device or platform. As a result, digital marketers are under pressure from a content creation and a delivery perspective. We want to help our digital marketer customers to succeed with their online video efforts; through this survey, we sought to determine what video challenges and opportunities are on digital marketers’ horizon in 2013 and beyond and the role that technology plays in the process.

As part of our research effort, we uncovered some real data "gems" that we thought might be of some interest to Brightcove Blog readers. Before we dive in, a quick note on methodology: back in April, we fielded a survey to Brightcove newsletter subscribers who had identified themselves as "marketers." We had 728 respondents who completed the survey.

Now, on to the good stuff! Consider the following:

  • Product videos are paramount: Roughly 56 percent of respondents reported that product-driven content is the most common video category displayed on their public-facing website. Video that relates to branding and PR took the second position, with almost 49 percent of respondents saying it's the most common video type accessible on their public website.
  • Content is overwhelmingly produced in-house: 89 percent of respondents reported that their video content is original and produced by an internal video team. This speaks volumes to the career opportunities that exist as an internal video producer and/or storyboarder, and also supports recently touted "new" marketing careers such as chief content officer and channel master. Having the video assets is a first step, but properly taking advantage of them brings the process full-circle. 
  • Engagement matters most: 64 percent of digital marketer respondents reported that engagement is a primary goal of their video content. 52 percent reported that they create video for educational purposes, while lead generation is also a priority for 46 percent.
  • Video strategies are multifold: Digital marketers are taking advantage of a plethora of platforms to distribute their content. The primary outlets are: their own website (85 percent), YouTube (81 percent), Facebook (66 percent) and Twitter (53 percent). Twenty-four percent of respondents are currently sharing video via mobile apps--but almost 70 percent indicated that mobile video apps are a priority for 2013.
  • Video is a long-term commitment: Twenty-nine percent of survey respondents plan to distribute one or two new videos each week in the next six months--representing a significant investment in terms of both resources and technology.
  • Staying relevant isn't easy: Forty-five percent of respondents indicated that creating relevant content is a struggle. At the same time, 35 percent find it difficult to manage the nuances of delivering high-quality content to all devices. 35 percent of survey takers also reported that proving video ROI can be challenging. The last point is significant; video can often have a "long tail" of success--which can clash with decision-makers eagerness for a quick return--so a long-term assessment of video performance is ideal.
  • Presentation matters: A total of 66 percent of respondents reported that a professional appearance for their website's video player is either "very important" or a "must have." Brand voice and reputation is an integral component of online video success--it has to be authentic.

Digital marketers' perspective on online video is exciting. It's clear that online video is a priority, and digital marketers want to "get it right" in order to fully reap the benefits and opportunities that online video can help to create. Do you agree with the data outlined above? What kind of online video user are you?