Video has moved to become an integral part of content marketing strategies, according to a new study by the Content Marketing Association (CMA).
Video Content for Engagement, which was conducted across 100 senior level marketers, found that 71 per cent believe that brands aren’t investing enough in video content, with budgets predicted to significantly accelerate over the coming years.
CMA also reported that 58 per cent of senior level marketers stated that they are planning on increasing the percentage of marketing budgets spent on video content in the next 12 months, with nearly a third planning for an increase of up to 50 per cent.
Currently, on average, 78 per cent of content marketers spend up to a quarter of marketing budgets on video content.
Over half of participants cited mobile as their primary channel for branded video content, with a third also putting mobile as the biggest growth area for video.
Clare Hill, managing director of CMA, said, “There’s been an explosion in branded video content as the platform gives an unparalleled opportunity for brands to deliver value to customers through engaging content.
“With content marketers currently spending on average up to a quarter of budgets on video content, the exponential growth that this budget is set to see over the next year as video continues to excel in importance and value for brands is extremely exciting.”