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Video Marketing in 2019 – Die wichtigsten Statistiken

Stefan Orb

WYZOWL hat wieder die neuesten Video Marketing Statistiken in Ihrem Bericht „The State of Video Marketing“ zusammengestellt. Wir haben die wichtigsten Fakten zusammengefasst:

1. Video Usage

  • 87% of businesses now use video as a marketing
    tool. (This figure has seen a sharp rise from 63% in 2017, and 81% in 2018.)

  • 91% of video marketers consider video an important part of their marketing strategy. That’s an increase from 82% in 2017 and 85% in 2018.

  • 83% of marketers say video gives them a good ROI (up from 78% in 2018)

  • 90% of video marketers feel the level of competition and noise has increased in the past year.

  • But despite this - 99% will continue to use video in 2019, with 88% saying they’ll spend more than they did in previous years.

ANALYSIS:
The adoption of video as a marketing tactic continues to soar, with more marketers using it than ever. Marketers also increasingly appreciate the significance of video content. However, as more businesses turn to Video marketing, there’s no disputing that the level of competition is ramping up. Businesses are feeling pressure to make themselves heard ‘above the noise,’ with spend expected to increase in 2019 as a direct result.

2. Marketers Not Using Video

The marketers who don’t currently use video - when we asked the main reason for this - gave a number of reasons:

  • 23% said they lack time

  • 21% said they just didn’t know where to start.

  • 14% said they were unclear on the ROI of video.

  • 12% said they thought video was too expensive

  • 9% said they didn’t feel they needed Video Content

  • 5% said they were unable to convince the key decisionmakers in their business of the value of video.

ANALYSIS:
There doesn’t seem to be one stand out reason for marketers who currently aren’t using video. A variety of different reasons are cited. However, those objections seem to slowly being eroded, with more ‘non-video’ marketers than ever before expecting to use it in the first time in 2019. This suggests that
usage is likely to have increased again by the time we revisit our findings in 2020.

3. Videotrends

Youtube Video 87% of video marketers have used. YouTube as a channel. (The same number as 2018.) Out of those, 80% say it’s been successful for them. (Down from 90% in 2018.) 88% plan to use it in 2019.

  • Facebook Video 84% of video marketers have used Facebook video as a channel. (Up from 68% in 2018.) Out of those, 85% say it’s been successful for them. (Down from 87% in 2018.) 78% plan to use it in 2019.

  • Instagram Video 51% of video marketers have used Instagram video as a channel. (Up from 41% in 2018.) Out of those, 88% say it’s been successful for them. (Up from 87% in 2018.) 67% plan to use it in 2018

  • LinkedIn video 51% of video marketers have used LinkedIn video  as a channel (Up from 38%
    in 2018.) Out of those, 84% say it’s been successful for them. (Up from 75% in 2018.) 61% plan to use it in 2019.

  • Twitter video 45% of video marketers have used. Twitter video as a channel (Up from 39% in 2018.) Out of those, 71% say it’s been successful for them. (Up from 70% in 2018.) 43% plan to use it in 2019.

  • Webinar 41% of video marketers have used webinar as a channel. (Down from 44% in 2018.) Out of those, 83% say it’s been successful for them. (Down from 87% in 2018.) 37% plan to use it in 2019.

  • Facebook Live 35% of video marketers have used. Facebook Live  as a channel (Up from 34%
    in 2018.) Out of those, 74% say it’s been successful for them. (Down from 81% in 2018.) 36% plan to use it in 2019.

  • Interactive video 23% of video marketers have used Interactive video  as a channel (Up
    from 20% in 2018.) Out of those, 83% say it’s been successful for them. (Up from 78% in 2018.) 24% plan to use it in 2019.

  • Instagram TV 17% of video marketers have used Instagram TV as a channel. Out of those, 53% say it’s been successful for them. 30% plan to use it in 2019.

  • 360 video 14% of video marketers have used 360 video as a channel. (Down from 15% in 2018.) Out of those, 74% say it’s been successful for them. (Up from 62% in 2018.) 19% plan to use it in 2019.

  • Snapchat video 12% of video marketers have used. Snapchat video as a channel (Up from 11% in 2018.) Out of those, 50% say it’s been successful for them. (Up from 27% in 2018.) 10% plan to use it in 2019.

  • VR 11% of video marketers have used VR as a channel (Down from 14% in 2018.) Out of those, 64% say it’s been successful for them. (Down from 67% in 2018.) 11% plan to use it in 2019.

ANALYSIS:
YouTube retains its position as the most widely used channel for Video marketing, and is still among the most successful. However, video has seen a real surge in both usage and effectiveness across all major social media channels. Usage AND perceived effectiveness has increased across Facebook, Instagram, LinkedIn and Twitter.