One of the main things we’ve learned during the COVID-19 pandemic in regards to how people consume content is that they want to be entertained in different ways. Consumers want the convenience of being able to consume content where they spend the most time, and on their own terms. If your brand doesn’t give consumers this option, then you’re missing out on a big fraction of your audience — that’s where the powerful tool of video comes into play. In our recent 2022 State of Video Report, we found that people were watching more videos than ever before in 2020 as […]

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. To learn more about the top strategies and opportunities in video marketing today, we surveyed over 500 professionals that specialize in this field. Immediately, the effectiveness of video marketing became obvious. But where in the world […]

According to 2022 HubSpot Blog Research, 31% of video marketers surveyed say their biggest challenge is having an inadequate budget to create video content. In this article, we’ll cover what it costs to run a video marketing campaign and what brands are investing in the most this year. How much are marketers spending on video marketing? This year, we wanted to learn more about how marketers approach video marketing, including the strategies they leverage, the returns they get, and the amount they invest. We surveyed over 500+ global marketers and here’s what we discovered. Firstly, the data suggests that video […]

Both B2B and B2C brands recognize the power of video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content. But how do B2B and B2C brands differ as it relates to strategy, goals, and performance? We surveyed 550 global marketers to find out. Read on to learn about the key trends we discovered. B2C and B2B brands balance creating content in-house with relying on outside agencies. We asked 500+ global video marketers, “Does the primary company you do video marketing for creating content in-house, through an outside agency, or […]

Short-form video is dominating the social media landscape — and many marketers want to get a piece of the action. But this leaves one important question: which video-sharing platform is worth your time, effort, and money — YouTube or TikTok? While YouTube is the more mature platform, it’s hard to ignore the buzz around TikTok. In order to make the right decision, it’s essential to understand their unique audiences, marketing opportunities, and algorithms. Let’s take a closer look at the key differences between YouTube and TikTok — and how to choose the right platform for your business. YouTube vs. TikTok: […]

Conventional wisdom tells us that views, especially three-seconds ones, are a vanity metric. But Facebook tracks them for a good reason. In 2016, they analyzed their users’ video consumption data and discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds. Facebook’s study suggests that views are a good indicator of how well your video’s hook performed. But view count, as a metric, also has drawbacks, like not being able to tell you who your audience is or whether your video resonates with them. That’s why we […]

If you’re looking for a video marketing guide, you’re not alone. 79% of marketers who aren’t using video plan to build a video strategy in 2022. And 99% of those who already use video are planning to use it more. There’s no strategy like video marketing for educating, generating leads, and converting customers. Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel. So what do you think you know about video marketing, and what do you want to learn? Video production is more cost-effective […]

As marketers find more innovative ways to attract audiences, video has become a meaningful part of the strategic conversation. Video marketing is no longer an “up-and-coming” content strategy. It’s here, and it’s an increasingly powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. The HubSpot Blog surveyed 550 marketers to learn about the latest video trends. The most recent data shows that video content isn’t just effective — the demand for it is growing at an impressively rapid pace. Here are the key video marketing statistics you should keep in […]