The State of Video Marketing within 2021 [New Data]

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It’s well established that video has been one of the breakout trends in the marketing world for the past 10 years.

But how is that declaration standing up to the twists plus turns of a global outbreak?  

The challenges — and changes — caused by this most surreal season have affected us all.  

At Wyzowl, we’ve released an annual State of Video clip Marketing survey every year since 2015, charting usage, spend, channels and opinions amongst video marketers and consumers.  

We recently launched our seventh State of Video Marketing report plus, in light of the chaos from the past year, it’s probably our most fascinating set of findings yet.

Our research suggests:

  • Video clip remains a key priority designed for marketers with usage plus spend both, overall, escalating slightly throughout 2020, plus plans to increase again in the next 12 months.
  • The pandemic has impacted the video marketing surroundings in contrasting ways – while video is generally seen as a more necessary tool by both marketers and consumers, many have seen budgets limited and plans shelved.
  • The particular pandemic has overwhelmingly improved the amount of online video people watch.
  • Marketers feel better about the return on investment offered by video than ever, as it continues to highly influence traffic, leads, product sales, and audience understanding.
  • Consumers continue to use video as an essential part of their journey with brands, and are excited to notice even more video content within the year ahead.

About the Study

Wyzowl’s State of Video Marketing Survey is an annual report, now in its seventh iteration. Every year, we all ask a range of questions — many of them the same from year-to-year — to evaluate how the video clip marketing landscape is changing and growing.  

Now round, our survey was taken by a sample of 813 unique respondents (our top ever sample) consisting of professional marketers and consumers.

The key findings …

86% of businesses use video as a marketing tool, up slightly from 85% in 2019.

This is the high point in the general story of movie usage growing which can be followed back to 2016 (the very first time we asked this particular query in this way. )

In addition, 93% of marketers who have use video say that it might be an important part of their marketing strategy — an increase from 92% in 2020, making this the best percentage of any season since 2015.

Possibly most strikingly, 87% associated with video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015. This could well be attributed to greater understanding of how to use video clip, as well as how to track and quantify its impact

Pandemic Impact

So what about the impact from the global pandemic?  

Take a look at begin with the fact that 91% associated with marketers feel the pandemic made video more important for manufacturers.

A fairly considerable 40% of video marketers said their own plans to create video were affected by the events of the last year — with close to 74% of these saying they were more likely to use video, and 26% saying it was less likely.  

Around 60% associated with video marketers say these people expect their budget to be affected for 2021, along with around 70% of those individuals expecting a higher video advertising budget, and the other 30% expecting it to be reduce.

68% of consumers say the outbreak has impacted the amount of video clip content they’ve watched on-line, with the overwhelming majority ( 96% ) saying this has increased.

Looking forward …

All the signs suggest that usage plus spend are on course to carry on their growth in 2021.

More than 99% of current video marketers told us they’ll continue using video clip in 2021, and 96% plan to increase or preserve their spend (again, up slightly from 95% last year. )

What’s more, from your people who told us imply currently use video, 69% told us they expect to start in 2020. (This is certainly 10% higher than last year’s figure of 59%. )


The net consequence of this is that we can just about all expect to see more noise and competition for audience attention in the coming 12 months.

Of course , while this is a challenge, it’s not an insurmountable one. It simply raises the pub in terms of content quality. Movie needs to be well-planned, and very well-executed.

The big opportunities …

You’d be forgiven regarding looking at these numbers plus feeling that video might be on the verge of reaching saturation point. Most of the data around usage, spend, and consumer opinion are in the particular 80s and 90s — where they’ve held, regularly, for a number of years.

But the good news is the fact that there still seems to be underutilized opportunities for marketers to explore around video.

Unsurprisingly, YouTube and Facebook are the most widely used platforms among video marketers — used by 87% and 70%, respectively.  

But some from the lesser-used video tactics furthermore seem to be reaping real results for video marketers.

Most notably, perhaps given global occasions and an increased desire for remote control connection, 2020 seems to have already been the year of the webinar. Within 2019, just 46% used webinars — but in 2020, this rose significantly to 62%.

What’s more, an overwhelming 91% of webinar marketers say they’ve been a success, making it the most efficient video marketing channel of most those listed.

In conclusion

The events associated with 2020 did, and are performing, little to slow the rise of video.  

In many ways, with people being isolated in their homes, and some teams working with less budgeting plus resources than pre-pandemic, the particular demand (and consumption) associated with video has been accelerated.

Movie looks set to continue its ten-year overnight success story into the coming decade. These types of stats paint a picture of a media type that’s nearly universally popular among both online marketers and their audiences, assisting achieve a number of incredibly important goals.

You can check out the full report — with plenty more data points — and get a downloadable edition by visiting Wyzowl’s State of Video Marketing 2021 page.

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