As marketers turn to social media platforms to connect with customers, the “2016 Social Media Marketing Industry Report” from Social Media Examiner has found that video content has become an essential part of their strategies.

According to the data, about 60 percent of marketers state that they use video in their marketing strategies. Furthermore, 73 percent intend to increase their use of video in the future.

Channels such as Periscope and Facebook are also encouraging marketers to look into live video. About 39 percent said that they intend to increase their use of live video in 2016. This involves filming footage and live streaming it within platforms.

This year, 50 percent of marketers intend on using some form of live video activity. Additionally, the same percentage are interested in learning more about it.

THE MOVE TOWARD VIDEO MARKETING

Past research has shown a shift toward video marketing. “The State of Video Marketing 2016” report from Wyzowl indicated that 61 percent of businesses are already using video for marketing purposes.

Throughout 2016, about 91 percent intend to increase or maintain their spending on video. Approximately 88 percent claim that video is an important component of their marketing strategy, and 66 percent state that it provides positive ROI. Ninety-three percent believe that video has helped their customers better understand their products and services.

“Video remains a potent learning tool and is incredibly popular among consumers,” wrote the authors of the report. “The increasing ubiquity of video content has clearly played a key part in changing consumer expectations and an overwhelming majority are now consuming video content as part of the buyer journey.”

Article Written By: Krystle Vermes of KO Marketing Associates