Back in 2009, 37% of North American companies used video for content marketing. Last year, that number rose to 52%. While almost every company uses websites, e-mails, and print media to get their message across, video is becoming more and more important. We all knew that, but ContentWise and the Custom Content Council recently did a study just to confirm what we believed: companies are finding video to be a valuable tool in their business for content marketing. And of all the resources in content marketing, video is showing the largest increase of any other medium.
Video And Branded Content Marketing: It's Getting Bigger
Let's take a look at the graph, courtesy of emarketer.com:
So it looks like 54% of the respondents in this study plan to do more video. Everything else is either increasing or decreasing slightly, or with no change whatsoever. Now why do you think that is? Well a lot of it has to do with the fact that video has room to grow and other digital content areas have basically been maxed out. There's not much you can do with e-mail anymore.
But also, with video, with the emergence of all the different networks like YouTube and their tremendous reach is growing because video is uniquely powerful in a way that these other forms of content only wish they could be. Videos are entertainment, the branding can be non-intrusive if done the correct way, and they sell a brand with sight and sound rather than descriptions or static pictures.
It's amazing how quickly video went from being used only slightly as recently as 2009 to more than half the companies feeling the need to get into video or increasing their interest in it within 2 years.