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1、 2022 CONTENT MARKETINGVIDEO&VISUAL STORYTELLING SURVEY2 SPONSORS MESSAGE.3 KEY FINDINGS.4 VIDEO USE&TYPES.5 VIDEO PRODUCTION.8 VIDEO&AUDIENCE.12 VIDEO METRICS&SUCCESS.14 VIDEO BUDGETS&SPENDING.18 VIDEO CHALLENGES.20 CLOSING THOUGHTS.21 METHODOLOGY.23 ABOUT.24TABLE OF CONTENTS3SPONSORS MESSAGEA dive
2、rse content mix is essential to any successful marketing strategy,and video continues to be a critical component,but is it being utilized to its full potential?Video as a content form can enhance the experience for every buying cycle stage.From socializing your brand in an awareness campaign to a pe
3、rsonalized video message sent by a sales representative to an explainer of a new product or feature set it can educate and delight unlike any other medium.As with the 2021 version of this report,most content marketers agree that video remains vital to their organizations,but many still do not realiz
4、e the full benefits of adding video to their content marketing strategy.Like any single content type,video is no silver bullet and works best when used in tandem or to support your other marketing efforts.More organizations are upping video production budgets and bringing production in-house.The rea
5、l opportunity here is to hire(or train)video content creators over video producers.User-generated video content brings authenticity to your message and is easier,faster,and more economical to produce than traditional video content.Vidyard is proud to present this Content Marketing Institute research
6、 on the use of video.We hope it helps you think about how to focus your efforts to get the most out of your video investments.Where Does Video Fit Into Your Marketing Mix?4KEY FINDINGSVideos have become more important to business.Seventy-three percent of marketers said videos have become more import
7、ant to their business in the last year.Twenty-seven percent said they are about the same in importance.See page 5.Those surveyed are mostly producing videos in-house.Sixty-nine percent said they mostly produce in-house,while 24%said they mostly outsource.See page 8.More than half said their team has
8、 the right video equipment.Fifty-five percent said their team has the right video production equipment/editing tools to do their jobs effectively.See page 9.Videos that are one to three minutes long are the sweet spot.Fifty-two percent said videos ranging from one to three minutes long have been mos
9、t successful for their content marketing.See page 11.Audiences dont necessarily prefer video over other content types.Forty-three percent said their key audience consumes videos,but it doesnt seem to prefer video over other content types.Thirty-one percent said their key audience does seem to prefer
10、 video over other content types.See page 13.Room for improvement:Eighty-eight percent are not using their videos to full potential.Only 12%said their organization is using its videos to full potential.See page 14.Many said their organizations would get better results with video if they had a video s
11、trategy.Eighty-five percent of marketers said they are getting average or below average results with their videos.The top thing they need to get better results?A video strategy(59%).See page 15.Sixty-four percent expect their video budget to increase in 2023 compared with 2022.Still,74%of respondent
12、s said their organization needs to invest more in video.Will the increases in 2023 be enough?That remains to be seen.See page 19.5If your organization isnt investing in video,your competitors probably are.Seventy-three percent of marketers surveyed said video has become more important to their busin
13、ess in the last year.VIDEO USE&TYPESIn the Last Year,Has Video Become73%27%m More important to your businessm About the same in importance Base:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.6VIDEO USE&TYPESNearly all marketers are usi
14、ng videos on social media.Seventy-eight percent of respondents use social media videos,making them the top type used.Types of Videos Organizations UseSocial media videosHow-to videos(explainer videos)Branded stories(e.g.,short films,series,documentaries)Interviews with influencers/subject matter exp
15、ertsThought leadership videos with company leadersStories about our organization/employeesCase studies/testimonials/customer stories Product demonstrations(animated or actual)External training videos(formal education on topics)Livestreaming videosOther02040608078%59%54%53%50%46%45%45%26%26%7%Base:Co
16、ntent marketers who use videos.Aided list;multiple responses permitted.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.7Social media videos get results.Marketers said social media videos are the video type that produced the best content marketing results in the last 12
17、 months.Video Types That Produced theBest Content Marketing Results in Last 12 Months(Top 5)Social media videos How-to videos(explainer videos)Branded stories(e.g.,short films,series,documentaries)Case studies/testimonials/customer stories Interviews with influencers/subject matter experts020406041%
18、28%24%24%21%Base:Content marketers who use videos.Respondents were shown a list of video types they use and asked to select all that apply.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.VIDEO USE&TYPES8How Organizations Produce Videos for Content Marketing69%6%1%24%m
19、Mostly in-housem Mostly outsourcedm Mostly employee-generatedm Mostly user-/customer-generatedMost videos are produced in-house.In addition,85%of marketers said their organization houses its videos on public,third-party hosting sites.Where Organizations House Content Marketing Videos85%61%23%A publi
20、c,third-party hosting siteA private,third-party hosting siteOur website00708090Base:Content marketers who use videos.Aided list.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.Base:Content marketers who use videos.Aided list;multiple responses permitted.Sour
21、ce:Content Marketing Video Survey.Content Marketing Institute,October 2022.VIDEO PRODUCTION9Many teams have the video tools they need to do their jobs effectively.However,32%of those surveyed said this is an area in which their organization needs to invest.Does your team have the right video product
22、ionequipment/editing tools to do their jobs effectively?55%13%32%m Yesm No,this is an area where our organization needs to investm N/A,we currently outsource these functionsBase:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.We asked m
23、arketers,“What,if any,video production equipment/editing tools are on your/your teams wish list?”Here are some of the answers.“Easy-to-use video tools.”“Better cameras,microphones,and lighting.”“Adobe Premiere Pro,After Effects,iMovie.”“Mics,gimbals,selfie sticks for content creators to use out in t
24、he field in several locations.In-house:a soundproof video and podcast production and recording suite.”“A trained editor to do the editing;a tool on its own is not enough.”VIDEO PRODUCTION10YouTube is the top platform where marketers post videos.In addition,marketers were split on whether they use cr
25、eation tools offered by social media platforms:46%use them and 46%dont.Social Platforms on Which Content Marketers Create/Post VideosYouTubeLinkedInFacebookInstagramTikTokOther02040608010086%76%70%57%19%21%Base:Content marketers who use videos.Aided list;multiple responses permitted.Source:Content M
26、arketing Video Survey.Content Marketing Institute,October 2022.Base:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.Does your organizations teamcreate videos using the tools offeredby social media platform(s)?45%8%1%46%m Yes,exclusively
27、m Yes,sometimesm Nom UnsureVIDEO PRODUCTION11Short videos often get the best results.Marketers said they have the most success with videos that are one to three minutes long.Video Length That Has Been Most Successfulfor Content Marketers24%52%6%6%9%1%2%m Less than 60 secondsm 1 to 3 minutesm 4 to 6
28、minutesm 7 to 9 minutesm 10 to 12 minutesm More than 12 minutesm UnsureBase:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.VIDEO PRODUCTION12Many marketers use videos to create human connections but just as many use videos to inform.Mo
29、st videos are created for the brand awareness stage(46%).Marketers were split(37%for each)on whether it is most important to use videos to create human connections or to provide information.VIDEO&AUDIENCEBase:Content marketers who use videos.Respondents were asked to estimate.Percentages were requir
30、ed to total 100%.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.Base:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.Percentage of Videos Createdfor Stages of the Buyers Journey46%23%16%15%m Brand awarene
31、ss stage Getting to know your organizationm Consideration stage Evaluating solutionsm Buying stage Close to/making a purchasem Post-purchase Training/customer relationsRegarding video,what results are mostimportant to your organization atthe present time?(Select one.)37%37%23%3%m Create a human conn
32、ection (e.g.,share stories,struggles,triumphs)m Inform (e.g.,showcase products/services)m Educate (e.g.,train/teach new skills)m Other13Audiences watch videos,but videos are not always the content type they prefer.Forty-three percent of marketers said their audience doesnt seem to prefer video over
33、other content types;however,31%said the opposite,making videos an important part of any content marketing strategy.Which of the following statements about videoin your organization is most accurate?43%31%22%4%m Our key audience consumes videos,but they dont seem to prefer video over other content ty
34、pes.m Our key audience seems to prefer videos over other content types.m Our key audience seems to prefer other content types over video.m UnsureBase:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.VIDEO&AUDIENCE14VIDEO METRICS&SUCCESSO
35、rganizations have a long way to go with using video to potential.Only 12%said their organization is using its existing videos to full potential.Is your organization using itsexisting videos to full potential?66%12%22%m Yesm Not yet,but were getting therem No,we have a long way to goBase:Content mark
36、eters who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.15A video strategy is key to video marketing success.Only 15%of marketers said theyre getting excellent results with video.What do they need most to get better results?Fifty-nine percent said they nee
37、d a video strategy.Results OrganizationsAre Getting With Video70%15%15%m Excellent results exceeding our expectationsm Average results meeting our expectationsm Below average results not meeting our expectations Base:Content marketers who use videos.Aided list.Source:Content Marketing Video Survey.C
38、ontent Marketing Institute,October 2022.Base:Content marketers whose organizations get average or below average resultsfrom their videos.Aided list;multiple responses permitted.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.What would your organization needto get bett
39、er results with video?A video strategy More budgetMore human resourcesBetter distributionMore training on best practicesBetter measurementBetter on-camera talent,includingmore SME participationBetter equipment/production,editing toolsBetter-quality videosOtherUnsure020406059%52%46%33%33%28%27%25%21%
40、6%2%VIDEO METRICS&SUCCESS16“Consistent video publishing,covering topics fit to the demands of our customers,and great SEO practices.”“Good content,timely topics,and professional production.”“Unique in our market.”“Investing in resources internally and establishing connections with production vendors
41、.”“We have a video team with expertise in how to use video for marketing and tech expertise in how to produce video.”“Engaging content,storytelling,finding topics that the audience is looking to watch videos about;length one to three minutes.”“Weve made good videos;our competitors dont have similar
42、quality and our audience doesnt have the time for longer content.”“Creating memorable content that our audience identifies with so they feel like they know us.”“Understanding the audience and what they want/need.If something doesnt work,we discontinue it.We also serve the content up at times our aud
43、ience is active on the various channels.”We asked marketers who are getting excellent results from their videos,“To what factor(s)do you attribute your organizations excellent results with video?”Here are some of the answers.“Storytelling real,authentic stories told from the people the stories are a
44、bout.”VIDEO METRICS&SUCCESS17Marketers use a mix of metrics to measure video success.Seventy-one percent cited view counts as their top metric.How Organizations Measure Video SuccessView count(total number of views per video)Engagement(number of comments and reactions)Watch time(percentage of each v
45、ideo that viewers watch)Click-through rateSocial sharesNumber of unique views Word-of-mouth feedbackWe dont measure successOther02030071%65%62%59%45%38%20%5%4%Base:Content marketers who use videos.Aided list;multiple responses permitted.Source:Content Marketing Video Survey.Content Market
46、ing Institute,October 2022.VIDEO METRICS&SUCCESS18VIDEO BUDGETS&SPENDINGMany organizations spend less than$10,000 per year on video creation.Forty-six percent of respondents said their organization spends less than$10,000 per year on video creation.Seventy-four percent of all respondents think more
47、investment is required(see page 19).How Much Organizations Spendon Video Creation in One Year16%12%10%5%4%7%13%33%m$100,000 or morem$75,000 to$99,999m$50,000 to$74,999 m$25,000 to$49,999m$10,000 to$24,999m$5,000 to$9,999m Less than$5,000m UnsureBase:Content marketers who use videos.Aided list.Respon
48、dents were asked to estimate amounts in U.S.dollars,not including salaries.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.19VIDEO BUDGETS&SPENDINGVideo budgets continue to increase.Forty-two percent of marketers said their 2022 video budget was more than their 2021 vi
49、deo budget.Sixty-four percent expect their video budget will increase in 2023 compared with 2022,and 26%of those expect it to increase by more than 9%.Seventy-four percent think their organization needs to invest more in video.How 2022 Video Budget ComparesWith 2021 Video Budget42%36%7%9%6%m Increas
50、edm Stayed the samem Decreasedm We didnt have a video budget in 2021m UnsureHow Marketers Think Their 2023 VideoBudget Will Change Compared With 202226%38%21%1%2%12%m Increase more than 9%m Increase 1%to 9%m Stay the samem Decrease 1%to 9%m Decrease more than 9%m UnsureStatement Regarding Current Le
51、vel ofVideo Investment Marketers Agree With Most74%26%m We need to invest more in videom We invest the right amount in videoBase:Content marketers who use videos.Source:Content Marketing Video Survey.Content Marketing Institute,October 2022.20“Pressure on the organization to align expenses with reve
52、nue streams impacting budget for us to hire additional resources.High demand for video production.Animation specifically is in high demand,so finding people or partners with the proper skills is critical.”“Telling complex stories visually.Engaging social media audiences who want to be entertained.”“
53、Being able to plan and strategize the right videos versus servicing the flood of video requests that come in.”“Two key things:cohesive strategy/consistency WHY should we be investing in video vs.other formats and how do we distribute/build audience to make it worthwhile?”“A change in company leaders
54、hip from 2021 to 2022.Different goals and strategies being implemented along with budget changes.We had a very successful social video campaign earlier this year,then the change in leadership put a hold on our planned continued marketing strategy.”“There is no shortage of video ideas or opportunitie
55、s,just not enough budget and resources to dedicate the time.”“Organize and coordinate internal resources to put together a program and collect information to produce quality content;everybody is always busy and a video strategy requires commitment and time of people who know the subjects we want to
56、talk about.”“Creating a multi-channel approach with channel owners taking part in the video cuts,needs,and ways it can be distributed.Videos are created in a silo,with a single requestors objective.”We asked marketers,“What are your organizations biggest video marketing challenges?”VIDEO CHALLENGES
57、Here are some of the answers.“We dont have clear ownership and processes yet,which means no one really owns video strategy,and so things areusually made per need.”21Video is becoming an increasingly critical piece of marketing experiences.And with it comes the challenge of delivering video in a targ
58、eted fashion.Most organizations publish videos into“resource centers”or playlists (for example,YouTube channels or other social posts).Others embed videos into blog posts.Ultimately this becomes an“inside looking out”strategy as the marketing teams decide how and where to optimize the display of vid
59、eo.We have seen the popularity of video increase steadily over the last couple of years.But as this research shows,great results are hard to come by.Why?First and foremost,a holistic strategy is important.But assuming a clear set of objectives,videos that produce the best results build a larger stor
60、y versus ad hoc pieces.Put simply,the more specific and focused a video experience,the better it seems to perform.“Marketers should start exploring how to deliver different video experiences to specific audiences at different parts of their customer journey.”At its surface,this seems like a no-brain
61、er but its still striking how often brands try to cover“all the bases”with their videos.Video is expensive and takes special skill to produce;its no wonder that businesses try to get the most“bang for the buck.”Robert RoseChief Strategy AdvisorCMICLOSING THOUGHTSThink Like a Streaming Network 22CLOS
62、ING THOUGHTSHowever,in the coming year,we see a transformation away from simple web pages that are just walls of icons of archived webinars and how-to videos.Instead,marketers should start thinking like television streaming services.Instead of pouring a mountain of broad webinars,interviews,how-to v
63、ideos,and promotional videos onto a buying team,marketers should ask how they might present just the right video that should be watched in just the right context “Netflix style.”More to the point,marketers should start exploring how to deliver different video experiences to specific audiences at dif
64、ferent parts of their customer journey.There is certainly a business case to be made that we have to cover the basics:the“information”and“thought leadership”that a buyer needs in order to come to a sound decision.However,there is also a great and differentiated value of knowing when a buying team is
65、 beyond the information-gathering point and is just looking for a trusted resource that makes a particular vendor the easiest one to buy from.What videos will we offer to the customer then?This years research illustrates that in modern marketing we would do much better to understand what audiences a
66、re asking for rather than focus on the questions the brand wants to answer.Todays successful marketers are providing less information to make the research process fuller and more content designed to make the buying process easier.However,to do that,marketers must first understand their audiences rea
67、l needs.With video in 2023,that challenge just got even more interesting.23METHODOLOGYNature of Organization14%10%3%46%27%m B2Bm B2Cm B2B+B2Cm Nonprofitm OtherSize of Organization(total employees)26%26%34%14%m Micro(1 to 9 employees)m Small(10 to 99 employees)m Medium(100 to 999 employees)m Large(1,
68、000+employees)Industry Classification21%23%14%10%6%6%6%7%7%m Technology/IT/software/hardwarem Agency(advertising,digital,content marketing,PR)m Healthcare/medical/pharma/life sciencesm Manufacturingm Professional servicesm Consultingm Education m Financial services/banking/insurancem OtherLocation o
69、f Organization1%1%1%11%4%82%m North Americam South Americam Europem Asiam Africam AustraliaTo better understand how content marketers use video,Content Marketing Institute(CMI)surveyed its opt-in subscriber database.CMI emailed the survey invitations on August 24,2022.Reminder emails were sent on Se
70、ptember 13,2022.CMI designed the survey via Qualtrics and performed the data analysis.The survey closed on September 20,2022,with 344 completed responses.24ABOUTABOUT CONTENT MARKETING INSTITUTEContent Marketing Institute(CMI)exists to do one thing:advance the practice of content marketing through o
71、nline education and in-person and digital events.We create and curate content experiences that teach marketers and creators from enterprise brands,small businesses,and agencies how to attract and retain customers through compelling,multichannel storytelling.Global brands turn to CMI for strategic co
72、nsultation,training,and research.Organizations from around the world send teams to Content Marketing World,the largest content marketing-focused event,ContentTECH Summit,and CMI virtual events.Our community of 215,000+content marketers shares camaraderie and conversation.CMI is organized by Informa
73、Connect.To learn more,visit .ABOUT INFORMA CONNECTInforma Connect is a specialist in content-driven events and digital communities that allow professionals to meet,connect,learn,and share knowledge.We operate major branded events in Marketing,Global Finance,Life Sciences and Pharma,Construction and
74、Real Estate,and in a number of other specialist markets,and connect communities online year-round.ABOUT VIDYARDVidyard is the leading video marketing and video selling solution for businesses that are looking for ways to drive more revenue through the use of video content.With Vidyard,customers can
75、expand their use of video across their entire organization to personalize marketing and sales activities while tracking rich viewer analytics into leading marketing automation and customer relationship management platforms.This helps customers to optimize their video performance and generate better results immediately.Get started for free.Thanks to all the survey respondents and everyone who disseminates these findings throughout the content marketing industry.