By fneedle@hubspot.com (Flori Needle)

More than ever, social media channels are putting video content front and center on their feeds, as audiences increasingly turn to TikTok, Reels, and live videos to be entertained, discover products, and even learn about exciting new brands.

And for marketers, leveraging video not only offers the highest ROI of any media format, but it plays a key role in helping marketers exceed their goals.

So, where in the world of video marketing should you focus your video marketing efforts? To help you determine your next steps, I surveyed 500+ video marketers to get their takes on all sorts of topics and tactics, including:

• Video Marketing Benchmarks and Metrics
• Video Marketing Benefits and Challenges
• The Top Video Marketing Goals and Strategies
• AI and Video Marketing
• Video Promotion Strategies
• Which video formats have the highest ROI?
• Which channels and platforms are most effective for video?

Let’s dive in.

Video Marketing Survey Findings

Video Marketing Benchmarks

The effectiveness of video marketing is obvious from the survey results — 73% of respondents say video marketing is effective at helping them reach their companies overall business goals.

Video marketers also overwhelmingly say that video marketing is very effective at helping with more specific goals, such as helping customers understand their products/services, engaging audiences, and generating leads.

I also asked marketers how many videos they publish per month, and a majority (30%) are churning out between 8 and 10. 23% say they’re publishing between five and seven.

I wanted to know how many views these videos get, so I asked about that as well:

• Most videos get between 5K-10K views.
• 45% of marketing videos average less than 10K views
• 16% average under 1,000 views
• 17% average over 100K views

Views aren’t the only metrics marketers track, though. There’s a long list of data points to keep your eyes on, so let’s take a look at which are the best measure of your video’s performance.

The Most Prioritized Video Marketing Metrics

Video marketers told me that engagement (likes, comments, etc.) is the most important video marketing metric to track. That’s followed by watch time and view count.

I’ll dive a bit deeper into the importance of each major metric.

1. Engagement Rate

43% of video marketers say engagement is the most important video marketing metric to watch, and this makes sense to me because engagement clearly outlines how your videos resonate with your audience.

High engagement means people are eager to take action in addition to just watching the video (liking, commenting, sharing, etc.).

Here’s what Jigar Thakker, Chief Business Officer at INSIDEA, told me about why …read more

Source:: HubSpot Blog

Author: Aaron