According to its 2016 Social Video Forecast by Animoto, nearly two-thirds of all marketers are planning to incorporate video in their campaigns for the coming year, as investment in video promotion on social channels, and talent to support it, increases across the board.
The report examines how professional marketers and small and medium-sized business (SMB) owners are embracing the overlap of social media and video, compiled from a survey of 1,000 professional marketers and 1,000 SMB owners. The Animoto Social Video Forecast builds on the 2016 Social Media Marketing Industry Report, by the Social Media Examiner, detailing priorities for marketers and SMB owners.
Brad Jefferson, CEO of Animoto, says "… social video has become a must-have for businesses of all sizes… professional marketers are leading the charge in investment… small business owners are not far behind… a testament to the… ease and affordability of video distribution on social media platforms… (and) consumers' inclination towards video content…"
Video has reached new heights in marketing, says the report. 84% of marketers and 55% of SMB owners say they created or commissioned a marketing video in the past 12 months. As marketers see return on their video investments, they plan to invest further:
Facebook remains the powerhouse marketing platform, says the report, even as professional marketers begin to adopt and invest in newer channels like Snapchat and Instagram. YouTube also remains a stronghold for marketers, and is gaining in popularity with SMB owners:
The majority of marketers are still looking for a competitive edge when using video as a promotion tool. As newer social media platforms add video capabilities, marketers are evolving their strategies and testing new platforms, says the report. They are also investing in talent that can help them advance their social video capabilities in the next year:
N.B. The web-based survey was fielded April 25 through May 6, 2016 with a sample size of 1,000 marketers and 1,012 small business owners (margin of error +/- 3.1% at a 95% confidence level)
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