The Undeniable Power Of Video Content On Social Media

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.

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.

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.

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 live 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:

Wrapping up

In conclusion, you’ve likely heard the quote, “Do what you can, with what you have, where you are.” As these survey results demonstrate, a majority of marketers seem to have no trouble finding ways to be resourceful with their content when it comes to making videos.

How are you creating marketing videos? Have you and your team repurposed existing content into video form?

Share your tips in the comments below.

Guest Author:  Cyndi Knapic is the head of Animoto for Business. Animoto’s award-winning online video builder makes it easy for anyone to create powerful and professional videos. Millions of consumers, businesses, marketers, and photographers around the world use Animoto to turn content they already have into videos that stand out in a video-first world. Founded in 2006, Animoto has offices in New York City and San Francisco. For more information, visit http://animoto.com.

Disclaimer: This is a sponsored post on behalf of Animoto, but as always I am dedicated to providing content that is helpful and valuable to the reading audience.