Most Widely Used Video Types Used by Marketers  [Study]

Most Widely Used Video Types Used by Marketers [Study]

According to Vidyard and Demand Metric report, more than 8 in 10 marketing, sales, and customer experience executives say that video is becoming more important as a form of content in their organization

Widely Used Video Types

Overall Video Creation Increased 178% in 2021 Compared to 2020

 Key Takeaways

1. Brand and Social Media Videos Are Widely Used by Marketers

The most common type of videos are brand videos (53%), followed by demo or product videos (51%), social media videos (48%), training videos (45%), and how-to videos (42%). The popularity of social media videos speaks to social’s presence as a leading distribution platform: 63% of respondents distribute videos on social media sites, equal with websites as the top area for posting videos.

80% of All Videos Created in 2021 Were User-Generated, Versus 60% in 2020

The top video types differ by role. For example, a large share of sales teams will invest in user-generated videos, while customer experience teams show a strong inclination to invest in how-to videos.

The Average Video Created in 2021 Was 9 Minutes and 58 Seconds Long

Among marketing respondents, the video types used by a majority are brand (71%), social media (64%), and demo or product (60%) videos, while close to half use training videos (48%) and customer testimonials (46%). Although how-to videos did not feature among the top 5 for marketers in this study, previous research indicates that they are often used by B2B content marketers, who find video to be among their most effective top-of-the-funnel demand generation tactics.

2. Half of The Marketers Say Video ROI is Improving
7 in 10 respondents across job roles said that video performs better than other content types they use or have used in producing their desired results, a figure 10 times higher than the share (7%) who say that video performs worse.

Additionally, two-thirds of respondents report that video’s ROI is either getting better (45%) or staying the same (21%), though 3 in 10 don’t know. Marketers are the most optimistic about video ROI, with about half (49%) saying that it is improving, and another fifth (21%) reporting steady results.

Prior research suggests that videos have performed better than other content types such as long articles, livestreaming content, and podcasts, though fewer content marketers in that study found video to be as effective for them as virtual events and research reports, among others.

3. Video Viewing Data Deemed Important for Lead Scoring and Nurturing
Three-quarters of sales respondents believe that it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals. Marketers largely agree, with two-thirds recognizing the importance of such data to lead nurturing efforts.

Currently, roughly 1 in 5 (21%) respondents say that their sales team uses video viewing data to a great extent to qualify leads, engage prospects, or influence specific deals, while about one-third say the sales team does so to a moderate extent (34%) and one-quarter (26%) to a slight extent.

Integration of this data would help, yet remains in its infancy: only slightly more than 1 in 3 respondents (36%) say that they have integrated video viewing data into their marketing automation platform (MAP) and/or customer relationship management (CRM) system, although another half (49%) claim that they are planning to integrate this data.

4. Video Production Proves Difficult
While various teams within the organization are requesting and creating video content, marketing has the biggest role to play, and is the only team that a majority identified as both requesting (63%) and creating (65%) this form of content.

Although most medium- and large-sized companies use external resources to some degree to aid in their video creation efforts, only a minority of smaller companies do so.

This could prove problematic, as video production is a challenging affair. When asked which barriers or roadblocks respondents are facing in successfully leveraging video to help achieve business goals, the top 4 (equally cited) all involved production to some extent:

  • Producing professional quality video that represents the brand well.
  • Having a strategy to drive video production.
  • Allocating staff time and resources for video production.
  • Producing videos that engage.

No wonder content marketers identified video as the number one type of content they would create if more resources were available to them.

Nonetheless, a majority of respondents are very satisfied (7%) or satisfied (49%) with the results they’re getting from their video efforts, with satisfaction rates much higher (67%) among those who use advanced metrics.

With this in mind, it’s perhaps not surprising that video was mentioned as the top area of investment for B2B content marketers this year.

About the Data: The results are based on a survey of 705 executives across marketing (45% share), sales (25%), customer experience (12%), and other (18%) job roles. Almost half (47%) described the nature of their business as mostly or entirely B2B, while another 41% described it as a split between B2B and B2C.


Need assistance with your video marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Marketing Campaign Priorities [Report]

Marketing Campaign Priorities [Report]

In their push towards digital marketing and advertising, marketers’ priorities seem to be more digital than traditional forms of media, according to the new Nielsen report. For example, respondents cited audience targeting – for which digital is highly touted – as their top campaign priority this year.

Marketing Campaign Priorities

Ad creative is the second-most prominent priority for the more than 350 brand and agency executives surveyed. This is followed by audience reach – one of the traditional benefits of legacy mass media.

MarketingCharts’ latest US Media Audience Demographics report shows that radio and TV continue to have the widest weekly reach among US adults.

Surprisingly, data quality is only a marketing campaign priority for 28% of respondents. That’s despite companies relying more and more on data to help with various business decisions as well as to assist in other priorities like audience targeting and personalization.

Paid Media Effectiveness vs ROI Confidence

Nielsen’s survey found that search was perceived to be the most effective paid digital channel. This may relate to the priority being placed on audience targeting, search engine marketing strategies are often informed by such tools.

Other paid digital media perceived to be effective include video (online/mobile) and social media, while emerging channels such as streaming audio and podcasts are perceived to be less effective for now, potentially due to lower adoption or time with which to prove themselves.

Nielsen’s report does point out that the perceived effectiveness of a channel does not necessarily mean that marketers are confident that they are able to measure its ROI. For example, marketers are more confident in their ability to measure the ROI of email than of video or social media, yet they show less confidence in email’s effectiveness than in those other channels.

As such, businesses appear willing to continue investing in digital channels that may not be performing up to snuff or at least that they cannot necessarily prove are as effective as they think. Budgets may be following perceptions rather than reality: even though marketers are not very confident that they know how to measure ROI for many digital channels, most still expect to see their budget increase for the media they believe to be effective.

On the other hand, budgets for what may be considered tried and true traditional channels are expected to either remain the same or decrease in the next 12 months. Per the report, channels such as linear TV, radio or print have been around for much longer, and their effectiveness is not a guarantee that budgets will increase. Consciously or not, marketers seem to hold traditional channels to a higher standard.

Download the full report.

About the Data: Results are based on data collected via newsletter and follow-up emails in 2019 for a sample of 363 respondents; 247 brand executives and 116 agency executives. The majority of respondents (74%) were based in the US.


Are your campaigns delivering ROI? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

The Future of Content Marketing [Research]

The Future of Content Marketing [Research]

Marketers predicted that they will use more content-driven campaigns and audio and emerging formats in 2020, according to new research from World Media Group.

About 80% of marketing professionals worldwide surveyed in October 2019 said they expect content-led campaigns to grow over the next two years, with 19% saying they expect they would stabilize. Only 2% of respondents said there would be a decline.

Nine in 10 respondents said they planned to use audio/podcasts in 2020, and a similar percentage said they would use emerging technology like augmented reality and voice. This indicates that marketers are experimenting with formats beyond traditional social media posts and editorial-style content.

As content marketing becomes increasingly nuanced and evolves away from merely being a lead-generation tool, a holistic content strategy becomes key to brands engaging with their audiences. A holistic content strategy includes not only content creation—which can include white papers, podcasts, webinars—but also mapping of dissemination, which shows how content gets distributed through the various channels, reaching people at various stages of the customer journey.

Brands are looking to establish themselves as trusted experts and give customers a reason to come back to their websites. That allows them to convert more visitors into leads down the line. A robust content marketing strategy encompasses both content creation and a plan for multichannel dissemination.

And many executives agree that it’s an important strategy to invest in: According to an August 2019 report from The CMO Club, 86% of US CMOs surveyed said that content marketing is the most important area to invest marketing dollars.

About half of US local advertisers surveyed by Borrell Associates between April and July 2019 said they planned to increase ad spend in content marketing, though a larger majority indicated they would increase ad spending on traditional venues like digital video, social media and search.

“Content, when produced strategically and with regularity, can be the backbone of a marketing and advertising plan,” said Jillian Ryan, principal analyst at eMarketer. “It should be created for a specific audience and shared in the most relevant channel to reach the intended audience. Brands are starting to realize that content strategies can inform and provide fuel for most of their other marketing and advertising initiatives.”


Need help with your content marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

Email Marketing Priorities for 2020 [Report]

Email Marketing Priorities for 2020 [Report]

Email Marketing

Two of the key email marketing strategy priorities marketers hope to achieve are to increase sales revenue (59%) and to boost the number of leads generated (49%). But these are only two factors in marketers’ quest to make email marketing more effective, according to the latest Ascend2 report.

Email Marketing Priorities for 2020

3 Key Takeaways:

1. Marketers Are More Focused on Improving Engagement Than Boosting List Size

Increasing sales revenue and generating more leads aren’t the only goals marketers are looking to accomplish with this year’s email marketing strategy. About 39% say they will work on improving email engagement, which makes sense given increasing competition for attention in the inbox. Moreover, it appears that more marketers will be focused on engaging their current subscribers as opposed to adding to their email list, with only 21% of respondents saying increasing their email list size is a key goal for the year.

This isn’t to say that respondents think that improving engagement will be simple. 45% say it is also a challenging barrier to the success of their email marketing strategy – making it the biggest obstacle cited in the survey. This challenge is nothing new to marketers as increasing email engagement has been a challengethey have faced for several years.

2. Almost 1 in 3 Marketers Say That Email’s Effectiveness is Declining

Last year Ascend2 found that email marketing campaigns were considered less effective than other tactics such as social media marketing, content marketing, and search engine optimization. When respondents of this most recent survey were asked to what extent effectiveness is changing for email marketing, slightly fewer than one-third said that effectiveness is actually decreasing, either marginally (24%) or significantly (7%).

Other data from DemandMetric and Return Path from Validity has found that more than 43%of marketers believe their email effectiveness remained unchanged last year, with only 28% seeing a slight improvement. Combined with that result, the relatively large number of marketers who report a decrease in effectiveness in this latest survey is significant as the majority of marketers still consider email to be one of their most important marketing channels.

3. Marketers Focus More on Response Rates Than Conversions

When looking at the metrics used to measure the health of their email programs, respondents emphasized click-through-rate (CTR, 55%) and open rate (48%) first among all. This is understandable considering marketers’ wish to increase engagement, especially at a time when open rates and CTR are declining.

With the majority of respondents setting increasing sales revenue as a key priority this year, it is somewhat surprising that fewer (43%) say that one of the most effective metrics used to measure their email marketing strategy’s success is post-email conversions.

Other Findings

  • Better content (66%) and more personalization (65%) are considered the best tactics for improving the effectiveness of email programs.
  • Relatively few marketers feel they can improve effectiveness with more video and animation (22%) and more testing (12%).
  • Almost three-quarters (73%) of marketers plan to continue their investment in email marketing either moderately or significantly, while 16% say they have no plans to invest at all.
  • About half (49%) of organizations use a combination of outsourced and in-house resources to implement their email strategy, with more than one-third (37%) saying they keep it all in-house.

Check out the full report.

About the Data: Ascend2 surveyed 287 marketing professionals across B2B (37%), B2C (43%) and B2B/B2C equally (20%) sectors during the week of December 9, 2019.


Need help with your 2020 email marketing strategies? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

Email Marketing Priorities for 2020 [Report]

TikTok Ad Formats and Campaign Examples

It’s been one year since the Chinese-owned TikTok video app launched in the US, and the app has exploded into a cultural force.

Much of the app’s popularity in the beginning could be attributed to its hashtag challenges, in which users film themselves lip-syncing or dancing to short audio clips about trending hashtags. The short clips can originate from anywhere: it might be a snippet from a song (which can go on to live in a Spotify playlist of popular TikTok songs), the audio from a Vine (RIP), or a clip from a viral YouTube video. The best challenges might get edited into TikTok compilations on YouTube. It’s all part of a beautiful content circle of life.

Technically, TikTok has been around for longer than a year, just in different forms. Its creator, Chinese startup ByteDance, has been operating the short-form video app Douyin since 2016. There was also Musical.ly, an app with the same creative, silly energy that ByteDance purchased in 2017. But it wasn’t until last August that Musical.ly was relaunched as TikTok for the rest of the world. TikTok promoted the #posechallenge to get people started, writing, “OK, you got 15 seconds and 6 poses to make an impression,” and teens dove right in.

TikTok has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling several advertising capabilities.

To reach a a younger audience, TikTok announced a multiyear partnership in early September with the National Football League (NFL). Tom Brady, the six-time Super Bowl-winning quarterback of the New England Patriots, posted for the first time on his TikTok account, sharing highlights from his first week of the season.

Brady and the NFL join other US brands that are hoping to reach younger consumers through TikTok. Below is an overview of TikTok’s current ad offerings and some of its biggest brand partnerships to date.

Ad Formats

Though the video app has yet to roll out all its ad capabilities—such as augmented reality lenses and full-screen video ads, as listed on its website—some early adopters are testing select formats.

Brands like Guess and Chipotle Mexican Grill have partnered with TikTok on sponsored “Hashtag Challenges,” which placed branded hashtags on the app’s Discover page. Food delivery app Grubhub was testing video ads on TikTok as early as January 2019, and fashion retailer Hollister Co. ran a series of in-feed video ads last spring. TikTok has also become a popular platform for influencer marketing, especially for brands looking to work with the platform’s up-and-coming video creators.

TikTok confirmed that its hashtag unit was still the only ad product officially available in the US, but it is conducting early experiments with other models. Last month, sponsored hashtags were expanded under the name Hashtag Challenge Plus and now include a shoppable component within the app.

NFL

TikTok announced a multiyear partnership with the NFL that will allow third-party brands to sponsor content on the NFL’s TikTok account. When the announcement was made prior to the 2019 season, the NFL began posting using the hashtag #WeReady. Although the NFL told AdAge that it did not pay to promote the hashtag, the organization plans to use the Hashtag Challenge feature in the future. The NFL also hopes to generate user engagement by inviting fans to create TikTok-centric content to support their favorite teams and players.

Ralph Lauren

As the official outfitter of the US Open Tennis Championships, Ralph Lauren was one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature to show off its collection for the 2019 tournament. The challenge asked TikTok users to post a video wearing Ralph Lauren products using the hashtag #WinningRL. At the end of the contest, creators of the top three videos with the highest engagement were awarded free US Open gear.

Macy’s

The department store kicked off the back-to-school shopping season by bringing its omnichannel “All Brand New” campaign to TikTok using the platform’s Hashtag Challenge. The challenge encouraged students to post videos wearing back-to-school outfits, and if users tapped on the hashtag, a “Shop Now” prompt appeared above Macy’s official videos linking to its website.

Kroger

For its own back-to-school campaign, Kroger became the one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature. The grocery chain promoted its #TransformUrDorm campaign, which encouraged college students to show off their decorated dorm rooms. Similar to Macy’s, the campaign allowed users to tap on the sponsored hashtag, which led to a separate Explore tab showcasing Kroger products and direct links to its ecommerce channel.

Chipotle

One of TikTok’s most notable US partnerships was with Chipotle, which worked with the video platform twice on hashtag challenges. For Cinco de Mayo, the restaurant chain asked fans to post their best “lid flip”—where users flipped an aluminum dish lid onto a Chipotle plate and then used the hashtag #ChipotleLidFlip—to promote its free delivery offer. The brand went viral on TikTok in August when it announced a new challenge, #GuacDance, which became TikTok’s highest-performing branded challenge in the US.

Ready to test TikTok? For help with all your social media marketing, schedule a free consultation or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Email Marketing Priorities for 2020 [Report]

Content Marketing – Most Effective and Challenging

Content Marketing

Increasing lead generation and improving customer engagement continue to be the most important goals of a content marketing strategy. Lead generation has taken the lead this year, per the Ascend2 report. That’s in line with recent research from Regalix, in which lead generation was found to have increased in importance from last year as a content priority for B2B marketers.

Content Marketing - Most Effective and Challenging

The Ascend2 study suggests that marketers are generally satisfied with the success of their content strategies. While few (16%) feel that they’re very successful compared to their competitors, an additional 50% believe that they’re somewhat successful on a competitive basis. Almost 9 in 10 see content marketing’s effectiveness rising, including more than one-third whose effectiveness is increasing significantly.

There have been numerous studies that have measured the perceived effectiveness of various content types. This latest survey of 219 marketing influencers, the vast majority (84%) of whom are engaged in at least some B2B marketing, offers some interesting insights to add to the body of research.

This study indicates that research reports (46%) are considered an effective type of content, narrowly edging blog posts (45%). The result brings to mind findings contained in MarketingCharts’ 2015 B2B Digital Marketing Insights Report, which showed 98% of B2B buyers agreeing that they would like to see more data and research to support vendor’s content.

Videos and podcasts were next on the list of top-perceived content types, according to the Ascend2 survey. Again this is consistent with the Regalix research, which demonstrated that B2B marketers see video as becoming a more indispensable content type this year.

The Ascend2 survey also shows that videos and podcasts headed the list of most difficult content types to create, followed by research reports.

In comparing effectiveness and difficulty, blog posts are the second-most effective content type and the easiest to create. Challenges in creating high-quality content are always the issue for marketers. The survey shows that the most significant barriers to achieving important content marketing goals are the lack of content creation resources (48%) and the lack of an effective strategy (48%).

The inability to measure effectiveness (36%) is perceived to be less of a barrier, despite research finding that content marketing is among the more difficult digital channels to measure for ROI.

About the Data: The Ascend2 data is based on a survey of 219 marketing influencers around the world. Approximately 69% are B2B, while another 15% market to B2B and B2C equally. More than 6 in 10 (62%) respondents come from companies with at least 50 employees.

What content do you find most effective and challenging? To simplify your content marketing, contact Lori at 877.447.0134 or info@BersonDeanStevens.com.