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,20 19 State of video in business report,Table of Contents,Your business is now a media company,The state of video in business in 2019Video everywhere has big implication,Video takes on social, web, and inboundNew video experiences focus on engagement Video humanizes B2B sales and support Video tools and tech see rapid adoption,Top video trends for 2019,Staying on top of the trendsTop people and blogs to follow,0307,3339,2,Video builds relationships. Relationships build trust. Trust drives revenue.,Andrew DavisBest-Selling Author, Speaker, and Marketing Legend,REWIND,4,Your business is now a media company,Digital channels are noisier than ever,5,In recent years, weve seen significant changes in marketing, sales, and customer service. Businesses are now operating at massive scale through the digitization of processes and automation of communication.,While these technologies have brought about incredible efficiencies, they have also become a victim of their own success. Its easier than ever for businesses to acquire data about prospects and to communicate with them via automated email, social media, digital ads, and even phone calls.,People are now inundated with dozens of impersonal brand messages and sales pitches every day, leaving them desensitized to traditional marketing and sales tactics. As a result, email response rates continue to decline, people increasingly let their phones go to voicemail, and ad blocking software ensures that Internet users see fewer pop-ups than ever before.,Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them.,Audiences expect more and less,All the while, audience behaviors continue to evolve and adapt. Tolerance for irrelevant and impersonal content is at an all-time low (ignore, unsubscribe, next.) while expectations around brand experiences are at an all-time high (educate, inspire, and entertain).Audiences seek out short-form content that is clear, relatable, and authentic while in the early stages of a buying journey and longer form content that is educational, visual, and trustworthy when making purchase decisions.Welcome to the era of engagement and trustIn this new era, businesses must alter how they go to market. To gain attention, they must be timely and interesting. To drive engagement, they must be relevant and valuable. To build trust, they must be authentic and transparent. And more than anything, they must connect with buyers and customers on a more personal level.These trends are resulting in a massive tailwind for video in 2019 which will force more businesses to start thinking and acting like media companies.,A Blueprint For Successful B2B Video Marketing, Forrester, October 2017,6,P L AY,7,The state of video in business in 2019,01,8,Video everywhere has big implications,Its no secret that 2018 was a banner year for video. More than 75% of all Internet traffic is now streaming video content with that number expected to rise to 82% by 2022.Facebook, Twitter, Instagram, and LinkedIn were flooded with video while Facebook reported audiences gaze 5x longer at videos compared to static content.Meanwhile, a whopping 82% of businesses reported greater investments in video in 2018 and Vidyards B2B clients published 83% more videos on a monthly basis compared to the previous year.This surge in video publishing was supported by reports that video continues to be highly effective across multiple online channels. According to Wyzowl and Demand Metric, video is helping to increase dwell time on digital properties, drive more sharing on social media, and produce greater conversion rates for email marketing and lead generation.In 2019, businesses will build on this success by accelerating their investments in video content, making it an integrated part of how they communicate and share information.,9,Marketers scale supply to meet growing demand,10,The surging demand for video is having a significant impact on marketing teams, particularly as they look for newways to engage prospects and deliver more personalized experiences. While video is now a mainstay in most brand and communications programs, 2019 will see video go full-funnel and cross-channel for marketers in a big way.For some, it will mean incorporating video more extensively into their websites, social media channels, and digital advertising programs to drive awareness and interest. For others, it will mean investing in video-based explainers, webinars, product demonstrations, customer stories, and thought leadership to support the buying process.,The expanding role of video is forcing businesses to rethink how they empower digital marketing, content marketing, social media, email marketing, demand generation, customermarketing, and sales enablement teams to source and/or create video at greater scale. As a result, marketers will increasetheir investments with video production agencies and service providers with many also hiring in-house producers to meet the increasing demands for video.The growing presence of video on websites, landing pages and other channels will also create added pressure to ensure video playback experiences are on-brand and meet accessibility compliance requirements.,Recommendations for 2019,Partner with a trusted video production agency and/or seek out freelancers to help you scale higher-end video production. Consider independent producers, video production agencies, and content mediation platforms such as Movidiam, StudioNow, and Wooshii.Invest in your in-house video production capabilities to make this a core competency of your marketing team heading into 2020. Consider hiring a dedicated video producer and/or training up your content marketing, social media, and communications teams.Experiment with different approaches to creating conversational and educational video across your teams. Explore different options such as webcams, screen recorders, DIY video creation tools, and entry-level video production equipment.,Video creation becomes democratized,As video ventures its way throughout the customer lifecycle, the way businesses think about it is changing fundamentally.The idea of video production is being complemented by video creation, a subtle but important shift that recognizes the growing use of video as a conversational medium that can be leveraged by nearly any team across the business. Much like employees are expected to create emails, documents, and presentations today, they will be empowered to create videos to improve the way they communicate across the business.This will lead to widespread adoption of video capture and creation software, ranging from webcam and screen recording tools to lightweight video editing and compositionin addition to the expanded use of smartphones, DSLR cameras, and entry- level video production gear.A major implication of this trend is that the number of video assets created and shared by the average business will grow exponentially in 2019 and 2020, forcing them to consider how to evolve their video creation, content management, and playback strategies.,11,Reel Stories: Act-On sees big returns from video everywhere,Act-On Softwarethe leading adaptive marketing platform that drives personalized and purposeful multi-channel marketing for mid-market enterprisesstarted their video journey with webinarsfor lead generation. After finding great success, they expanded their use of video to include online customer stories, product explainers, thought leadership videos, social videos, and even personalized videos to wish their customers a happy holiday. They also madea product demo video the star of their homepage, where it has quickly become one of their top sources of new leads and pipeline.Video content was directly responsible for helping Act-On increase their number of qualified leads by 40%, engagement in email marketing by more than 70%, and overall audience engagementby a whopping 4x. What was most impressive is that they did this almost entirely in-house using existing talent within their marketing team along with basic video production equipment.In 2018, Act-On expanded its use of video to include one-to-one video engagement from their sales team and conversational social videos shared by their executives. To see how Act-On is using video across their programs, check out their site or peruse their video hub.,12,02,13,Video takes on social, web, and inbound,The rise of video on social media has been nothing short of extraordinary. Facebook and Snapchat reported 8 billion and 10 billion video views every day on their platforms and that was back in 2016 (the most recent year the two have provided this data).Then 2017 saw Facebook and Twitter launch live video services and, in 2018, LinkedIn introduced native support for video aimed at business professionals, B2B brands, job seekers, and students. While large consumer brands have been capitalizing on this for years, a broader spectrum of businesses are now embracing social video.Video is also taking on a starring role in inbound marketing and brand websites. While its difficult to quantify the exact impact of video on these channels, most experts agree that the presence of high-value video content has become an important factorfor conducting effective search engine optimization (SEO) and improving rankings on search engine results pages (SERPs)due in part to its ability to increase average time on page.Well see these trends accelerate in 2019 as marketers embrace video on their website and make more frequent use of it to answer common questions, explain complex ideas, and boost overall audience engagement.,14,Social-first video and vlogging are the new norm,15,The use of video on social media and blogs isnt new, but were seeing a significant change in how most businesses are approaching these channels to deliver more authentic and engaging content to the masses.In the old world, videos were produced for other marketing programs and then re-purposed for sharing on social networks or blogs. In the new world, conversational and educational videos are being created explicitly for these channels.,Consider this the rise of social-first video content and thought leadership that offers timely updates on market trends, answers to commonly asked questions, conversational dialogue with customers and communities, live Question and Answer (Q&A) and Ask Me Anything (AMA) sessions, transparency into business practices and employee personalities, and even episodic video series.In 2019, more marketers will approach this in a strategic manner, purposefully crafting video content for social media, their blog, and YouTube channel. This will result in a surge of short-form thought leadership content, snackable video series, and even readable video that is designed for native autoplay within social feeds.,Video plays a strategic role in website optimization,After much experimentation, marketers are realizing how video can help boost engagement and conversion rates on corporate websites. According to Demand Metric, the top video types now used on websites are explainers, customer stories, and product demonstrations, with video-based thought leadership taking the lead on blogs and resource centers.Unsurprisingly, 2019 will see more businesses adopt video across their websites in an effort to drive more inbound traffic, boost time-on-page, and improve conversion rates.In addition to the growing use of explainers, customer stories, and thought leadership, many B2B companies will add video-centric calls-to-action on their websitesuch as “Watch a Demo”as a way to generate more leads.,Recommendations for 2019,Develop a social-first video strategy for creating conversational and educational video content that is explicitly designed for distribution on your social media channels including LinkedIn, Facebook, YouTube, Twitter, and Instagram.Start leveraging video more actively on your blog and resource center to deliver a richer inbound marketing experience and to cater to the shifting expectations of todays audiences. Consider producing video-first blog posts that address commonly asked questions.If you offer a product, consider adding a “Watch a Demo” call-to-action (CTA) to your website that links to a gated or ungated on-demand product demo video. Leverage advanced video analytics to track how long each viewer engages to facilitate acceleratedlead qualification.,16,Reel Stories: River Pools and IR realize the benefits of going video-first,River Pools and Spasone of the fastest growing manufacturers and installers of fiberglass pools in the United Statesbegan writing blog posts in 2011 and within five years was generating thousands of new leads from across the country. In 2016, they shifted their focus to creating videos to answer frequently asked questions, to share the personalities and passion of their employees, and to leverage the reach of YouTube and social media. Within two years, they had created more than 100 videos, nearly tripled the number of inbound leads they were generating, and expanded their dealer network by more than 500%. Social video not only helped them expand their reach, but established River Pools as a trusted advisor in a highly competitive market. Browse their video library to see how theyve approached their social-first and inbound-centric video strategy.,IRthe leading global provider of experience management solutions for unified communicationswas looking for a new way to explain their complex solution to website visitors in a way that was clear, memorable, and would help them capture more qualified leads. They produced a simple video-based product tourand promoted it on their website as a primary call-to-action (CTA). Behind the scenes, they used Vidyard to track which prospects were engaging in which parts of the tour, and the resulting data was used within their marketing automation platform to score and qualify leads. In less than one year, these videos have helped IRincrease the amount of pipeline generated via their website by more than 400% compared to the same period in the previous year.,17,03,18,New video experiences focus on engagement,Video is a highly engaging medium, but some new types of video experiences have emerged that are taking the power of video to the next level. While theres been lots of hype over formats like 360 video, 3D experiences, and even virtual reality (VR), these wont materially impact the majority of businesses in the near future.However, new approaches to videoincluding series-based content, video podcasts, interactive video, and personalized videoare here today, helping early adopters boost engagement and expand their audiences.In 2018, we saw a growing number of businesses experiment with these new types of video experiences. In 2019, well see these new approaches gain broader adoption as the tools to create them become more accessible and best practices become more widely understood.,
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