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RESEARCH
ANALYSIS
TRENDS

The state of video marketing 2020

According to wyzowl’sVideo Marketing Statistics 2020, People watch according to the findings an average of
85% of businesses are using video as a marketing tool 16 hours of online video per week, which is a 52%
and 92% of marketers consider videos as an important increase compared to the past two years, and 86%
part of their marketing strategy. would like to see more videos from brands this year.
This might explain why people like to share video
There’s no denying that more and more businesses are content twice as often with friends than any other type
becoming aware of video’s ability to educate, entertain of content.
and convert customers, just as wyzowl’s findings
confirm: most commonly-created types of video are The growing popularity is understandable, considering
explainer videos (72%), presentation videos (49%), that content cannot be transmitted more entertaining
testimonial videos (48%) sales videos (42%) and video than via moving pictures. Smartphone users in particu-
ads (42%). Regarding video marketing’s ROI, the lar love videos, making us wonder why marketers are
survey reveals that 89% of video marketers claim video often still unsure whether they can benefit from video
gives them generally a good ROI: 87% believe that marketing or not.
thanks to videos their website traffic increased, 81%
say it helped increase the average time visitors spend Here are some video marketing tips on when - and if - it
really makes sense to apply videos:
on page, and 95% that videos helped their clients
understand their product or service – consequently, 1. Professional services: since B2B services are
video increases sales (80%) and generates leads people businesses through and through, trust plays
(83%). an extremely important role. With marketing
videos, it is possible to present services in a
Putting aside what marketers think about video, personal conversation that creates the feeling of an
wyzowl’s report claims that 96% of people have individual approach for the viewer.
watched an explainer video to learn more about a
product or service and 84% even said they have been 2. Entertainment: videos can be extremely entertain-
convinced to buy a product or service after watching a ing, especially if equipped with good sound. What
brand’s video. could be more obvious than promoting theater and

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 8