Why use video marketing?

Marketing has always been a core element of business success and it continues to evolve as social media expands with new social platforms being added to the mix. 

TikTok has shaken up the video marketing landscape over the past few years and more US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram (eMarketer, Dec 2021).

Marketers prefer video

There’s no doubt that enterprises recognise the power of video marketing. Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 shows that 94% of marketing professionals report a preference for video content:

The challenges of video marketing

Sounds like a no-brainer, right? However, in our blog post The Evolution of Enterprise Video, we looked at the challenges that enterprises are facing in terms of creating video content, including time/budget constraints, complexity of process, lack of in-house capability, and lack of the right technology. 

What needs to improve?

Silverwood’s report shows the top priorities for video departments in enterprise companies.

Unsurprisingly, improving time to market is the biggest concern for enterprises doing video marketing.

A recent Adobe survey revealed that it takes brands, on average, 17 hours to create a single piece of short form content! This rises to 27 hours to create a single piece of long form content, such as video. 

Hot on the heels of ‘time to market’ is the quest to increase overall video output, while other priorities include increasing engagement across all channels and demonstrating more thought leadership.

Technology is the solution

The best way to address enterprises’ key video content priorities is through a video management platform that automates simple tasks, speeds up reviews/approvals and makes collaboration effortless. So, why not request a free demo of Overcast’s platform?