This document summarizes the key findings from a 2018 report on the state of video marketing. It finds that over 80% of marketers see video as an important content format and its usage is increasing year-over-year across social media, webinars and emails. The most common types of videos produced are webinars, demos and social media videos. It also finds that using advanced video features and integrating video data with sales and marketing systems can help improve results.

1. In this 5th annual video content
marketing report, Demand
Metric and Vidyard partnered
on research to better
understand the use of video for
sales and marketing, how
performance is being measured,
and what impact video is having.
Benchmark Study Report
November 2018
THE STATE OF
VIDEO
MARKETING
2018
www.demandmetric.com www.vidyard.com
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many additional insights that will
empower your video marketing
strategy with the tools and
technology you need to
increase revenue.
The more video content that
marketers can produce, the better.
As the volume of
videos produced
increases, so too
does overall
satisfaction with video
as a form of content.
Produce more video.
Marketers in
companies of all sizes
are encouraged to
experiment with a
variety of video types
and evaluate new
distribution channels.
Evaluate video types
and placement.
By utilizing a video platform for
business, advanced features
like video performance
analytics, in-video
calls-to-action, and
syncing viewer
engagement data to
marketing automation
or CRM are easily
accessible.
Leverage advanced
features and functions.
Satisfaction with video
marketing efforts
based on functionality
usage grew
dramatically in 2018.
Participants who use
advanced features and
reported that their ROI
is getting much better,
also continued to grow.
Experiment with new
features and functions.
Views by embedded
location, viewer drop-off
rates, and attribution to
the sales pipeline are all
examples of advanced
video metrics to track.
Track advanced metrics.
By integrating video
viewing data with sales
and marketing systems,
marketers can further
enable their sales and
marketing teams.
Integrate video viewing data.
Are you looking
to improve your
video marketing
strategy?
For the fifth
consecutive year, over
80% of study
participants report that
video is becoming more
important as a form of
marketing content.
The usage of video in places like social
media, recorded webinars, and emails
has increased year over year.
Webinars, demos, and
social media videos are
the most common types
of videos being
produced in 2018.
Over two-thirds of study
participants report the use
of video viewing data by
members of the sales team
to qualify, engage, or
influence deals.
The use of video in Account-Based Marketing
(ABM) strategies continues to increase year
over year.
Overall satisfaction with
the results of video
marketing is greater as
the annual volume of
videos produced increases.
VIDEO
STATE OF
MARKETING
Video remains one of the best
performing types of content
that is available to marketers.
Key
Findings
83%
51 or
more
11 to 505 to 10Less than 5
82%
62%
39%
18%
64%
56%
2016 2017 2018
8%
16%
23%
2015 2016 2017 2018
84%
55%
55%