Survey: LinkedIn joins Facebook and YouTube as a video marketing go-to

The research shows consumers clamor for product explainer videos. Also, you don’t need fancy equipment; use your smartphone—but keep things concise, for explainers and internal comms.

2020 State of Video Marketing

New research reveals that LinkedIn offers a surprisingly effective channel and that consumers desire short videos and videos that explain and demonstrate brands’ products and services.

A new survey from explainer-video company Wyzowl also reveals other information into the latest video marketing practices and trends that can help guide PR and marketing.

Here are a few key points from its State of Video Marketing Report:

What are the favored video marketing channels?

YouTube, used by 88% of marketers, remains the favorite channel for video marketing, followed by Facebook (76%). What’s surprising is LinkedIn’s popularity and effectiveness. Two-thirds of marketers plan to use video on LinkedIn this year, and 87% of LinkedIn video marketers say it’s an effective channel.

The platform yields high organic reach to a professional audience and has been striving to catch up to Facebook and other networks. It adopted native video in 2017 and introduced live video and enhanced its video measurement last year.

In addition, the Wyzowl survey reveals that marketers believe Facebook has become more effective for video marketing than YouTube (85% versus 83%).

That highlights Facebook’s recent emphasis on video, as well as its widespread popularity. Despite public concerns of privacy, it remains the most-used, if perhaps not the most-loved, social media network.

TikTok, cited as an up-and-coming platform with great potential, has been tried by only about 10% of marketers, but two-thirds of those say it’s been successful.

What do consumers want?

Consumers clearly like videos. Consumers name explainer videos and product demos as their favorite types. Two-thirds say they prefer to watch a short video to learn about a product or service, and 86% would like to see more video from brands in 2020.

Other experts agree that people prefer short videos. Distill long town hall meeting videos into short clips, urges Kristin Graham, principal of culture and communications at Amazon. Very few people will watch an entire 30-minute video. Most watchers, including professionals and employees, view video clips on social media with their phones.

For production, you don’t need fancy equipment or a studio. You can shoot video with a smartphone. Viewers consider videos from phones more credible than slick productions, Graham advises. Good audio and lighting, especially with a smart phone, increase viewer satisfaction.

More video marketing is on the horizon

Most businesses (85%) use video as a marketing tool, down slightly from 87% in 2019, according to Wyzowl. Video marketing could be reaching a plateau, but Wyzowl predicts it will rebound this year, given that practically all marketers (99%) who use video plan to continue using it and most (92%) regard it as an “important” part of their marketing strategy.

Many marketers adopted video for the first time in 2019. One in five video marketers said they’re using it for the first time. A combination of factors, including affordability, accessibility and deeper understanding of video, prompted the trend. Expense, time and questions about its ROI hold back non-adopters. Still, 59% of non-video marketers say they expect to start using videos in 2020.

The proliferation of videos has increased competition. Marketers must think long and hard about how to grab—and hold—audience attention.

“Video marketing can enhance brand credibility, but it takes more than a good idea to make audiences pay attention and believe in your brand,” advises Amir Shahzeidi, digital marketing manager at Uscreen, a video monetization and live streaming platform. “It takes consistent high-value content that solves your audience’s problems and a focus on the long game. Credibility is built over time.”

A version of this post first appeared on the Glean.info blog.

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