Companies Focus in on Video for Branded Content Marketing

Companies Focus in on Video for Branded Content Marketing

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:

Companies Focus in on Video for Branded Content Marketing

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.


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About the Author -
Chris Atkinson joined ReelSEO in 2011. He is a longtime film and television reviewer, and has almost two decades of experience in the theater industry. He also writes on his personal blog - http://nymoviereviews.com. View All Posts By -

What do you think? ▼
  • MikeWise07

    thanks for sharing the data-points. Three questions for readers..
     
    1. What are some of the best uses of branded video? Any favorites out there?
     
    2. What about production quality? Is it important to have high-production quality or is low-budget fine as long as the point is made clearly?
     
    3. What about timeline from concept to release? Is it critical to move quickly with video production, and thus potentially sacrifice production quality and pursuit of perfection? Or should you spend the extra time to 'get it just right'?

  • RiverFilmLondon

    @TurquoiseBrands Thanks for the RT!

    • TurquoiseBrands

      @RiverFilmLondon Thanks for sharing the link! We're big believers in the power of branded video content.

      • RiverFilmLondon

        @TurquoiseBrands Sounds like we're singing from the same hymn sheet! Give us a shout if you're ever looking for a production company.

        • TurquoiseBrands

          @RiverFilmLondon Noted...

  • Jennifer Glass Scott

    Got it now. Thanks!

  • tape6matt

    @wilsoncleveland @reelseo there's a @CJPdigital for that.

  • renoweb

    We specialize in online video production and I believe this is only the tip of the iceberg. 2012 has begun with a bang for us and I believe that more- and-more companies will be turning to video in the next 18 months. I predict that very soon people will be saying, "I went to your website but I did not see your video." In other words if you don't have at least one short video saying what your site is about you will be at a disadvantage. Thanks for providing some statistics that help people graphically understand the trend.

  • MikeWise07

    thanks for sharing the data-points. Three questions for readers..
     
    1. What are some of the best uses of branded video? Any favorites out there?
     
    2. What about production quality? Is it important to have high-production quality or is low-budget fine as long as the point is made clearly?
     
    3. What about timeline from concept to release? Is it critical to move quickly with video production, and thus potentially sacrifice production quality and pursuit of perfection? Or should you spend the extra time to 'get it just right'?

  • Larissa660News

    @LisaOstrikoff @BizBOXTV Hey Lisa! Link seems to not be working. Technology...

  • Great Scott Productions

    I can't get the link to work on this one. Any help? Sounds like a great article.

  • RiverFilmLondon

    @TurquoiseBrands Thanks for the RT!

    • TurquoiseBrands

      @RiverFilmLondon Thanks for sharing the link! We're big believers in the power of branded video content.

      • RiverFilmLondon

        @TurquoiseBrands Sounds like we're singing from the same hymn sheet! Give us a shout if you're ever looking for a production company.

        • TurquoiseBrands

          @RiverFilmLondon Noted...

  • ReelSEO

    I think you probably checked as we were moving our server.. Are you able to access it now?

  • Jennifer Glass Scott

    Got it now. Thanks!

  • tape6matt

    @wilsoncleveland @reelseo there's a @CJPdigital for that.

  • renoweb

    We specialize in online video production and I believe this is only the tip of the iceberg. 2012 has begun with a bang for us and I believe that more- and-more companies will be turning to video in the next 18 months. I predict that very soon people will be saying, "I went to your website but I did not see your video." In other words if you don't have at least one short video saying what your site is about you will be at a disadvantage. Thanks for providing some statistics that help people graphically understand the trend.