Video content is becoming an increasingly important part of the marketing mix in many organisations, a new study has found.
According to research by the Content Marketing Institute and Lionbridge, nine in ten marketers across the UK currently use content marketing to push their message and engage with their audience.
Interestingly, however, a growing number are turning their attention towards doing this with video content.
Whereas 73 per cent of content marketers polled in 2014 said they use video, the figure now stands at 83 per cent.
YouTube appears to be the most popular platform for video-based content. Some 65 per cent of marketers polled in 2013 said they use YouTube, while 68 per cent said the same when they were surveyed last year.
But 2015 has seen a dramatic upturn, with 81 per cent of content marketers saying they are making use of the site to disseminate content.
Nevertheless, video has not displaced text and graphics-based content from brands’ promotional strategies.
LinkedIn remains the most popular platform for distributing material, with 93 per cent of content marketers using this site.
Twitter was the second most popular outlet, with 92 per cent posting content here. Facebook came fourth, just behind YouTube, with 78 per cent opting for this platform.
Google+, Slideshare, Instagram and Pinterest are also popular social platforms, along with Vimeo, Vine, iTunes and Tumblr.