Videos are becoming an essential tool in both content marketing strategy and ad campaigns themselves. Thus, 60% of agencies consider that online video ads are already more effective than those on TV, and 70% of CMOs believe that the conversion rate of video content is better than any other format. That video will be an important pillar in the future of content marketing is something we’ve already talked about countless times.

But … What types of video content have the most impact and are the most effective and how can we use them strategically? That is the question they wanted to answer in Ascend2, for which they surveyed different marketers. And according to respondents, customer testimonials (51%), tutorials (50%) and demo videos (49%) perform the best. Below would be interviews with leaders (35%), practical cases (26%), webinars (23%), videoblogs (15%) or videos of events (13%).

Perhaps the main drawback is that customer testimonials are, for about half (42%) the most difficult content to do, followed by practical cases (41%). So it might be wise to go for the second or third  Cambodia phone number list   most effective content (tutorials and demonstration videos), although, of course, the effectiveness of each video also depends on the type of company and the objectives you want to achieve.

For a very large 87% of respondents, the effectiveness of video marketing is increasing (43% say the increase is significant and 44% say a slight increase). And only 1% consider that the effectiveness is decreasing. This data is very optimistic when compared to any other format and reflects well the rapid adoption of video in companies’ strategies.

Regarding the objectives that they want to achieve with an effective video strategy, the main one is to publicize the brand (this is considered by 47% of those surveyed), but also to increase online engagement and provide didactic information to the user. Below would be other conversion and sale objectives, which could be reached, indirectly, fulfilling the first.

And how do you assess the effectiveness of video marketing to achieve important goals? Well also very good: 25% consider it very successful, and 60% quite successful. Only 15% are struggling to make video content work.

The main obstacles

The lack of an effective strategy is the main handicap to achieving video marketing success (48% of marketers believe this), although 40% consider that what is missing is attractive content. The scarcity of resources (of money, time or technicians) is another inconvenience wielded by many.

Given the lack of means (or capacity) to produce the videos, few decide to make them within the company itself (only 8%). The vast majority prefer to outsource (all or part) of the video production. In addition, most companies have increased their budget for video marketing in recent months (69%), and only 5% have reduced it.

As interest in this content increases, brands are increasingly launching to produce it, as we have seen in this Ascend2 survey. But it is not enough to record a video and upload it to the network to succeed. The strategy must be designed with great care and must take into account factors such as time (better a short video, and with a beginning that attracts attention), the type of audience or the devices through which it is going to be viewed.

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