Digital Marketing Websites

2021 Survey Reveals How Marketers Take Advantage of Video

2021 Survey Reveals How Marketers Take Advantage of Video
Written by publishing team

Whether you are in a small business or a global company, you cannot deny the value of video content in marketing.

In fact, 70% of marketers swear by the value of video marketing and say it has shown a positive return on investment. This statistic alone should be enough to get you excited about the video.

Video content is of immense value. If the video is skillfully created, it is likely to showcase the features that are important to business while adding a touch of personal connection.

Visual content is always more interesting because it is attractive with fun graphics, gritty sound and a variety of styles.

According to the latest Video Marketing Statistics Report, there were a few key points about the target and preference of marketers when it comes to the value of the video content they offer.

Business Objectives Behind Video Marketing

Trying to pivot video marketing can be like opening a digital can of worms, which is pretty scary. However, it doesn’t have to be.

Understanding the type of video that works can ease some intimidation and simplify a strategy that works in your favor.

There are many value-added goals that can be achieved through video marketing. Here’s what marketers choose:

1. Building awareness

Building brand awareness with video content has a ripple effect. The more people see your content, the more they know about you.

The more people who know about you, the greater your chances of expanding your consumer base.

Video is a goldmine for SEO as it provides a very fertile opportunity to generate backlinks, increase likes and shares and drive traffic back to your website.

The above graph shows that 28% of marketers use video to increase their brand awareness.

2. Products Explanation

The explanatory video is to break down the product or service step by step. They provide the necessary context and information required to understand the concept.

According to our survey, 24% of marketers use videos to explain their products.

The combination of audio and visual tools is the most succinct way to explain a product. What’s more, they do it in a colorful, playful and entertaining way.

3. Increase sales

Having a diverse set of content can help you engage more of your customer base. Visitors on a website tend to stay on a page twice as long as if it had a video on it.

What happens when a person spends more time on your website? They discover more about your products and are more likely to buy them.

About 18% of marketers prefer using videos to increase conversion rates.

How-to videos are also a great way to increase sales. See how Home Depot does it.

4. Traffic increase

We talked about how videos make users spend twice as much time on a website. This increased visit time makes your page valuable.

It signals Google to rank your website higher in search results. Ranking higher ultimately leads to more organic traffic towards your website.

About 18% of marketers prefer using videos to increase traffic.

See how MotionCue uses a video on their landing page. It makes things look more interesting, doesn’t it?

5. Customer preparation

The traditional method of getting a customer on board with a scary text clue is pretty much out of date.

Onboard video is a great alternative. It can help your customers get maximum value from their purchase and their positive experience will boost brand loyalty.

According to a MotionCue survey, 12% of marketers use video content to create customers. Which means that not many people benefit from this type of video.

Now, there are many things you can do with setup video to help your customers.

You can add a helpful demo or how-to video in your setup package to familiarize the customer with your product.

How to use Slack | Your Quick Start Guide | Slack 101

In addition to educational videos about the product, you can also add a separate video for common questions or common problems that a new user may encounter while using the product.

Doing so will save a lot of time for your company in customer service.

Marketers prefer creating videos

When deciding what type of video is, there are many factors that marketers take into consideration.

What is the point of the video? What is required of this video? Who is the target audience? On which platform will the video be posted, etc.

The above survey helped us understand marketers’ preferences when it comes to the type of videos they prefer.

In terms of high-value content, marketers have chosen the following types of videos.

1. Training videos and how-to content

In a world where working from anywhere is becoming more and more popular, it is no surprise that employee training videos are also proliferating.

A training video is convenient and can allow you to grow your team’s skills no matter where they are located or when they join the company.

Since the videos are easily accessible, any employee can refer to them at any time if they want to review the training materials.

To summarize, this video-assisted training program is scalable, accessible, and cost-effective!

These are all the reasons why 24% of marketers chose training videos while 10% specifically chose how-to videos.

2. Promotional videos

Promotional videos promote a new business initiative, event, product or service to customers and prospects.

A promotional video is often a short clip or a teaser.

It is mainly for the purpose of capturing and engaging your audience and making them learn more about you.

It elevates the conversation to a more personal level without making it too sale. A total of 24% of marketers choose promotional videos.

3. Explanatory video

No one can deny the effectiveness of the demo/explainer that provides the necessary information and guidance.

It saves the viewer a lot of time understanding what the product does and how to use it. They not only fill the gap in context, but do so in a colorful and interesting way.

It also serves as a great entry point for new businesses and is especially popular with start-ups. 14% of marketers go to explainer/explainer videos.

4. Live broadcast

The level of interaction that live videos offer is unmatched by any other type of video. It has the highest engagement rate which surpasses every type of video format out there.

Almost all social media platforms now offer a live broadcast option with real-time feedback from the audience.

Above all, it is relatively hassle-free.

All of the above reasons could be why live streaming has gone viral during the pandemic and is still going strong.

5. Personal videos

Personalized video content is when companies use customer data to create video marketing content for a specific group of customers or for each individual.

There are several types of personalized videos such as event invitations, thank you videos, presentation videos, and more.

You can expect them to actually come home and that may be why 12% of marketers choose to harness the power of personal videos.


When all is said and done, the one thing that really gets overlooked is the customer’s post-purchase experience with your product or service.

This is evidenced by the fact that only 2% of marketers believe that embedded videos are worth it for a business. This means that making customers happy with video isn’t something companies are looking for, but there is a lot of untapped potential here.

If you continue to entertain and delight your customers with personalized onboarding videos, you have a good chance of turning them into brand advocates.

Therefore, building a long-term relationship with this type of content is crucial.

The more you understand what type of video content is right for a business, the faster you will be able to gain control of your customer base.

Happy Marketing!

About the author

publishing team