The Use of Video for Marketing is Increasingly Popular Among Marketers

Wyzowl's research report shows a growing trend among marketers to use video for product marketing.

This includes animated videos, live action, recordings, and more.

At the beginning of 2023, 91% of respondents chose video for product marketing. This is an increase from the previous two years, which both showed 86%.

"This is the highest achievement since we researched this data (video marketing usage) in 2016," the research team wrote in their report.

In 2016, only 61% of marketers (the research respondents) chose video marketing. A year later, this increased slightly to 63%.

The trend increased significantly in 2018, reaching 81% of respondents. Unfortunately, there was a slight decrease in 2019-2020, from 87% to 85%.

Of the 91% of marketers using video marketing, 96% consider video the most important part of their marketing strategy.

The research team's analysis suggests that video will continue to be a widely used and trusted marketing tool, used by approximately 9 out of 10 companies or business lines.

"Simply put, more businesses have been using video over the past nine years. Reasons for not using video are varied, but lack of time is clearly the most frequently cited obstacle among marketers," the research team wrote.

Wyzowl predicts even greater video usage in 2023, with current marketers almost unanimously planning to continue their video marketing efforts for the next year. 70% of 'non-marketers who don't currently use video' also intend to start.

This video marketing research involved 528 respondents in November 2022. The sample consisted of professional marketers and online consumers. However, Wyzowl did not detail the respondents' demographics or the research area.

"We separated these groups with preliminary questions, ensuring that respondents were only asked to answer questions relevant to them," the team wrote.