Corporate Eye

4 out of 5 Marketers Report Video Content has Positive Impact on Business

video play buttonThe 2013 Online Video Marketing Survey and Business Video Trends Report has been released by ReelSEO, the Web Marketing Council, and Flimp Media, and of the 600 marketers surveyed as part of the study, 93% of those marketers are using brand video content (up from 81% in 2012) with 82% reporting that video content has a positive effect on their businesses.

The most popular use of video content for marketers in 2013 is for website marketing (84%) followed by search marketing (80%) and email marketing (60%). Only 10% of survey respondents claimed that video had little effect on marketing return on investment, yet just 71% of marketers plan to increase their online video marketing budgets while 1% plan to cut their video marketing budgets this year.

While the benefits of brand video content continue to grow as consumers’ consumption rates increase, marketers continue to report barriers to entry that prevent them from creating more video content. Cost was the most frequently cited challenge to video production identified by 37% of marketers in this study. Video quality was the second most frequently cited challenge with 27% of marketers voicing concerns over producing video that is a high enough quality. Ranking as the third biggest barrier to video content entry was technical challenges, which was cited by 22% of marketers in this study.

Video content can help your business in a variety of ways as discussed in The Fundamentals of Global Video Marketing ebook from Lionbridge. The ebook shares a variety of research statistics to prove the value of video content marketing. For example, Cisco Visual Networking predicts that by 2017, online video will account for 69% of total consumer Internet traffic. Internet Retailer reports that 52% of consumers today say that watching product videos makes them feel more confident about their online purchases.

Still not sure about brand video marketing? Consider this—40% of the top 1,000 shared Instagram videos in September 2013 were published by brands according to research by Unruly Media. Furthermore, research by Pixability found that video content on YouTube has a long shelf-life that keeps on giving. In its analysis of the top 100 brands on YouTube, Pixability discovered that videos receive 40% of their lifetime views in the first three weeks after they’re published and another 30% of their lifetime views between four and 12 weeks after they’re published. During weeks 21-52, videos get another 30% of their lifetime views.

The allure of online video for consumers and marketers is one that is worth pursuing, because as the data shows, video content can have a real impact on brand-building and ROI.

Image: Ivan Prole

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.