What Video Marketers Should Know in 2023, According to Wyzowl Research

It is nicely established that video has been one of many breakout tendencies within the advertising world for the previous decade.

However what’s taking place in video advertising proper now? And the way does its progress and success stand as much as the twists and turns of a world pandemic?

At Wyzowl, we have launched an annual State of Video Advertising and marketing survey yearly since 2015, charting utilization, spend, channels, and opinions amongst video entrepreneurs and customers.

We lately launched our ninth State of Video Marketing report. Throughout that point, utilization, spend, and reported ROI have crept slowly upward – from an already excessive place to begin.

However this yr’s outcomes counsel that, removed from reaching saturation level, video advertising is definitely persevering with to develop in reputation – and attaining higher outcomes for entrepreneurs than ever.

Our analysis suggests:

• Video stays a key precedence for enterprise with its use as a advertising instrument, and its perceived significance by entrepreneurs, reaching an all-time excessive.
• Entrepreneurs really feel extra constructive about video’s return on funding than at any level since 2015, as they report an unprecedented degree of affect on KPIs equivalent to site visitors, leads, gross sales, and viewers understanding.

• Extra entrepreneurs credited video with growing dwell time, site visitors, leads, gross sales, and diminished assist queries than in ANY of our annual surveys since 2015, – whereas an all-time excessive variety of entrepreneurs (92%) instructed us they get ROI on video content material, up from 87% in 2022.
• Driving all of that is the truth that customers proceed to make use of video as an integral a part of their journey with manufacturers. They count on to see video content material from manufacturers – and use it as a key a part of their analysis and buying selections.

Concerning the Survey

Wyzowl’s State of Video Marketing Survey is an annual report, now in its ninth iteration. Yearly, we ask a variety of questions — lots of them the identical from yr to yr — to guage how the video advertising panorama is altering and rising.

This time round, our survey was taken by a pattern of 528 distinctive respondents consisting {of professional} entrepreneurs and customers, solely round 8% of whom have been Wyzowl clients.

You possibly can try the complete report — with loads extra knowledge factors — and get a downloadable model by visiting Wyzowl’s State of Video Marketing 2023 page.

Key Findings

91% of companies use video as a advertising instrument – an all-time excessive since we began monitoring this knowledge and a big soar from earlier years.

The utilization of video isn’t the one knowledge level that’s increased in 2023 than ever.

96% — extra entrepreneurs than at any level prior to now 9 years — instructed us they see video as an ‘necessary half’ of their advertising technique.

And maybe most strikingly, 92% of video entrepreneurs reported that video provides them a constructive ROI – you guessed it, one other all-time excessive.

This might nicely be attributed to an ever-increasing understanding of tips on how to use video, in addition to tips on how to observe and quantify its influence.

Digging into the specifics of what entrepreneurs have achieved utilizing video, extra entrepreneurs than ever earlier than instructed us they’ve generated leads utilizing video.

87% of entrepreneurs really feel that video has a direct, constructive influence on gross sales – one other all-time excessive.

And 96% of entrepreneurs agree that movies have helped enhance person understanding of their services or products.

This determine has by no means dropped beneath 93% since 2015, however this yr’s knowledge represents the very best determine in 5 years.

By way of the metrics that entrepreneurs really feel actually matter to them when figuring out video advertising success, the variety of video views stays the preferred at 63%.

That is adopted by:

• Viewers engagement (61%)
• Leads/click on throughs (56%)
• Model consciousness (43%)
• Buyer retention (42%)
• Backside line gross sales (26%)

A couple of in 10 entrepreneurs nonetheless say they don’t observe video ROI in any respect.

Wanting Forward

All of the indicators counsel that utilization and spend are on target to proceed their progress in 2022.

For a begin, 70% of the entrepreneurs who do not presently use video as a advertising instrument, instructed us they plan to start out in 2023.

Add that to the 99% of present video entrepreneurs who instructed us they will proceed utilizing video in 2023, and the 96% who instructed us they plan to both preserve or enhance their video advertising finances, you may see that there’s potential for these figures to proceed growing once we revisit this survey in a yr.

The web results of that is, in fact, that we are able to all count on to see extra noise and competitors for viewers consideration within the coming 12 months.

However whereas oversaturation is a problem, it is not an insurmountable one. It merely raises the bar by way of content material high quality. Your movies will have to be well-planned, and really well-executed.

The Large Alternatives for Video Advertising and marketing in 2022

The excellent news is that regardless of the noise and competitors – huge alternatives stay.

It’s notable that audiences proceed to look at extra movies. Our knowledge suggests the quantity of on-line video watched per week, per particular person, has nearly doubled since 2018 – though it did see a fall this yr.

And what about the place they watch it? Unsurprisingly, YouTube is probably the most widely-used platform — utilized by 90% of video entrepreneurs.

However a few of the lesser-used video ways additionally appear to reap actual outcomes for video entrepreneurs.

This yr we requested individuals to inform us the needs of the movies they’d created – what particular objectives have been they seeking to obtain, and the way have been they planning to make use of them?

Essentially the most extensively created forms of movies have been these for use on social media.

Explainer movies have seen great success. In addition to being the second most typical ‘purpose’ of a advertising video, an amazing majority of individuals (96%) report watching explainer movies to study extra a few product, with 89% being swayed to make a purchase order.

The product doesn’t should be bodily, both. 79% of individuals say they’ve been satisfied to buy an app or piece of software program due to a video.

Which means, on prime of all the pieces else, video’s means to tell buy selections can also be at an all-time excessive.

To Sum Up

The rise of video as a advertising instrument appears inexorable.

Greater than 9 out of 10 individuals report desirous to see extra movies from manufacturers in 2023 – one other knowledge level that’s increased than ever – making video a wonderful instrument for lead technology and brand awareness.

Video has rapidly turn into a non-negotiable factor for audiences seeking to discover and make purchases.

Video appears to be like set to proceed its ten-year in a single day success story into the approaching decade.

These stats paint an image of a media kind that is nearly universally well-liked amongst each entrepreneurs and their audiences, serving to obtain a variety of extremely necessary objectives.

Editor’s be aware: This put up was initially printed in January 2018 and has been up to date to replicate the most recent knowledge.