Wibbitz Report: Navigating the Video Content Marketing Landscape (Unlocked)

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Wibbitz is an automated video creation platform that empowers professional storytellers to tell great stories. The platform leverages patented AI technology to simplify the experience of video storytelling, helping content creators quickly produce beautiful video for every platform and channel. Creators have access to personalized video templates, intuitive editing tools, a team of in-house experts, and millions of licensed photos, videos, and soundtracks to ensure that each video captures their unique brand voice. Wibbitz supports video creation for over 400 partners, including The Vitamin Shoppe, TripAdvisor, Bloomberg, and CBSi. Wibbitz was founded in 2011 and has offices in New York City, Tel Aviv, and Paris. For more information visit www.wibbitz.com and follow @wibbitz.

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Video’s huge impact on marketers’ content strategies is not a new idea - but because of its high barrier to entry and high production costs, not many marketers can confidently say that they have mastered the game and are leveraging their resources in the best way possible. With so many platform choices in such a saturated content space, it is more important than ever for marketers to evaluate and optimize their budgets and operations in order to build a video-first strategy. When it comes to video promotion platforms, marketers across all industries should consider to explore Instagram and LinkedIn. Both platforms have invested heavily in video over the last year, which has made it easier for marketers to reach their target audiences and get the most bang for their video buck. Our research also shows that most marketers spend three times more of their budget on video distribution than creating video content, and the majority still cite lack of resources and personnel as their biggest pain points. So an efficient creation tool that can multiply the output of high-quality video content, and free up budgets to allocate for distribution efforts, is what most marketers will need to stay ahead of the video game.

Making your mark with video

Section 4

Top social platforms for paid video promotion

Marketers’ preferred channels for promoting video content

Social media is undoubtedly marketers’ go-to channel for both organic and paid video content, with Facebook ranked as the most common and most effective. While almost half of marketers leverage Youtube in their marketing strategy, it was only ranked in 4th place for effectiveness, surpassed by Instagram and LinkedIn.

Cracking the video puzzle: Best video practices

Section 3

Comparing marketers’ video creation budget to their video creation tools

How different creation tools impact budget

Comparing the amount of videos published monthly to marketers’ usage of video creation

How different creation tools impact productivity

Video editing software

33%

Online video creation tools

37%

Outside agencies/freelancers

42%

In-house video team

50%

How companies are creating marketing videos:

Video is one of the most creative and rewarding marketing efforts - but also the most challenging and costly. Half of marketers are creating videos in-house, while 42% outsource their video marketing efforts to agencies and freelancers - as most of their video budget is going towards distribution. Marketers that leverage efficient online video creation tools are able to create more videos every month, and allocate more of a budget to their distribution efforts.

Choosing the best pathway: Cost & productivity

Section 2

By company size

This year vs. next year

2019

61%

64%

74%

47%

2018

56%

How many marketers are leveraging video

Don’t forget to hover to reveal the data!

Video is becoming more essential to marketers’ online content strategy than ever: 56% of marketers in the US are leveraging video content this year, and 61% have plans to in 2019. Small-mid size companies with 51-200 employees are most likely to implement video in their overall marketing plan, and most are creating them to increase brand awareness and promote their products and services.

Video marketing on the horizon: Who’s leading the way?

Section 1

1. Personnel 2. Quality 3. Distribution 4. Analysis 5. Quantity 6. Cost

Rank in order of challenge

We understand why you think this way, but most marketers need manpower more than anything, in order to create professional-quality video content (which happens to be ranked #2).

Rank in order of challenge

We hear you! Most marketers agree that they need more manpower more than anything, in order to create professional-quality video content (which happens to be ranked #2).

Quantity - Meeting the high demand for video content

Quality - Creating engaging & professional-quality videos

Analysis - Measuring ROI (Click-through rates, video views etc.)

Personnel - Lack of resources, knowledge, or talent

Cost - Limited budget

Distribution - Reaching target audiences with video content

While there are plenty of challenges when it comes to video marketing, what did most marketers agree to be their biggest pain point?

13%

74%

Good call! A majority of marketers have budgeted less than $15,000 for video creation this year, with 42% spending less than $10K.

Turns out, most marketers don’t even hit the $15,000 mark for their video creation efforts.

More than $20K

$15K - $20K

Less than $15K

We found that the majority of marketers (78%) are spending less than $50K on video distribution this year. How much do you think most marketers are spending on video creation?

Hover over charts to reveal the data!

Manufacturing Financial Services Insurance Entertainment & Leisure Automotive Agriculture Telecommunications Advertising & Marketing Real Estate Utilities, Energy & Extraction Construction & Homes Business Support & Logistics Retail & Consumer Durables Healthcare & Pharmaceuticals Airlines & Aerospace Nonprofit Food & Beverage Education Transportation & Delivery Government Other

28%

20%

31%

49%

51%

56%

58%

60%

61%

62%

63%

67%

69%

70%

75%

76%

81%

Close! Marketers in the manufacturing industry are actually using the most video in their marketing strategy (more than 80%!) followed closely by marketers working in Finance and Insurance.

You’re absolutely right! More than 80% of marketers in the manufacturing industry are using video in their marketing strategy, followed closely by marketers working in Finance and Insurance.

Real Estate

Entertainment & Leisure

Financial Services

Manufacturing

Insurance

Advertising & Marketing

We found the following industries have a very high percentage of marketers who use video in their marketing strategy - but which industry do you think leverages video marketing the most?

Before we lead you across the video marketing landscape, let’s see if you can guess some of the most surprising findings that we found along the way...

Making your mark with video

Cracking the video puzzle

Choosing the right pathway

Video marketing on the horizon

Preparing for your journey

41°24’12.2″N 2°10’26.5″E

We surveyed 1064 marketers across various industries to understand video’s place in their content marketing strategies. In this report, we’ve mapped out all the stats, best practices, and inspiration you’ll need to reach your video marketing goals, and remain one step ahead as more and more marketers turn to video.

Wibbitz report:

Navigating Video Content Marketing Landscape