First, some good news for email boosters: Email is the leading channel for distributing videos.
The bad news is that brands are relying too much on traditional video production models. Whatever the delivery method, this prevents them from at creating and updating video quickly and at scale, according to The Pulse Of Professional Video, a new study from video platform SundaySky, conducted by CITE Research.
Of the marketers polled, 95% face barriers to using more video. These include:
In addition, 88% face barriers to personalizing video content, including:
Marketers also face barriers to updating video:
One more problem is that 55% of companies do not personalize. Of the remaining 45%, 16% personalize in multiple ways.
Still another issue is that brands are investing in people over technology, at a margin of 59%-41%.
It’s not all bad news: 82% of firms have increased video use over time, and 89% plan to maintain or increase usage in the
future. And among users, 31% of annual group budgets are going to video.
The most common uses for video are:
As for channels, here are the ones being used to distribute video:
On behalf of SundaySky, CITE Research surveyed 570 professionals at the manager or executive level.