Marketing News: What makes people recommend a brand to others?
Why video can boost your digital marketing efforts

According to Animoto’s 2018 State of Social Video: Consumer Trends report, 93% of businesses now claim to have gained new customers as a direct result of posting video on social media.

The report also highlights that video is consumers’ favourite type of content to see from brands on social media. This is unsurprising given the ease with which viewers are able to absorb information when presented in this format, as well as the diverse nature of video that makes it easier to create something innovative and engaging.

Content that gets consumed in-depth

Indeed, HubSpot carried out research into the different forms of content that are typically produced by brands and asked consumers to state whether they were more likely to skim through, or to consume it thoroughly. The results placed video at the top of the list for thorough consumption, with almost two-thirds (62%) of respondents falling into this camp.

HubSpot also asked consumers what types of content they would like to see more of in the future and, again, video proved to be the number 1 choice for more than half (53%) of those polled. Interestingly, video came ahead of all types of written content – news articles, social media posts, reports, etc – and was also more popular than other visual content types, like photos on social and infographics.

Driving maximum return for marketers

Video also offers excellent return on investment (ROI) for those who create innovative and exciting content. Furthermore, the research showed that when asked to rank the different forms of content in terms of their ROI, video came out either 1st or 2nd for 63% of marketing professionals. Overall, 80% of marketers stated they were happy with the ROI of the videos they produce.

As such, businesses hoping to maximise their return and to deliver the greatest impact from their marketing budgets should be looking to include video in their wider marketing strategies during the months and years to come. With increasing appetite for visual content that engages the audience and is easy to consume, video could facilitate the next big push for many brands.

Further reading / sources
The latest video trends: Where your audience is watching Thinkwithgoogle
2018 State of Social Video: Consumer Trends Animoto Blog
Content Trends: Preferences Emerge Along Generational Fault Lines HubSpot
How to Create High-Quality Videos for Social Media HubSpot