Video has become a driving force behind engagement on social media. Indeed, social media users spend more time watching video than ever before, and providing video has positive impacts on conversion, audience retention and a number of other metrics. A new infographic from Animoto examines the tactics businesses are employing to capitalize on the swell in video engagement.
Marketers are increasingly taking advantage of video, and more of them are generating original content for their campaigns. According to Animoto, 84 percent of professional marketers and 55 percent of small and midsized business owners have produced or outsourced an original video in the last 12 months. SMBs are a growth market for video, as more millennial business owners work it into their strategies.
A total fo 76 percent of those who have used video in the past 12 months report a direct business impact, and more than 60 percent plan to increase their investments in video next year. And this is a wise decision, given where the market is heading.
Business owners are going where the engagement is, with 44 percent on average planning to spend money promoting video on Facebook during the next year. Additionally 26.4 percent of pro marketers and 18.5 percent of SMB owners are planning to spend money promoting content on YouTube.
For more details, and to see attitudes toward Instagram video, view the infographic below.