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3 Takeaways on Videos from HubSpot’s State of Inbound 2016

Nov 14, 2016 12:21:29 PM

It’s that time of the year again.

Folks at HubSpot recently released the 8th edition of The State of Inbound 2016 Report that surveyed 4500+ marketers across 132 countries. It documents some fascinating insights, industry trends and exciting future predictions.

New to this year’s report is the marketers’ focus on videos in their content marketing strategy.

More Video power to Content Strategies

According to the report, in the next 12 months, 48% of marketers plan to add YouTube to their content strategy, followed closely by 33% and 39% of the marketers who plan to add instagram and Facebook video to their strategy, respectively.

Did you know that YouTube receives over one billion users every month ? That’s more than all the possible channels, apart from Facebook.

Marketers movement to different (new) platforms is obvious due to its potential of reaching to a larger audience. It is reported that a lot of survey respondents are thinking about new channels where they can reach their consumers outside email, i.e. Facebook, YouTube, Snapchat and even, Slack. Many are experimenting with taking their content to new channels; this is a fairly new tactic that few have mastered, but many are working on. Therefore, such fact-figures are predicted to rise.

But with exceptions, as can be seen from the next takeaway.

North American marketers are the least enthusiastic about video

The State of Inbound 2016 finds that NAM (North America) marketers are the least enthusiastic about video content, with only about a third saying they’ll use YouTube as a channel, while half of their counterparts in SEA (South-East Asia) and LATAM (Latin America) plan on leveraging YouTube and Facebook video in the future.

Notably, webinars are lower ranked in SEA, LATAM, and EMEA. LATAM is very interested in creating interactive content while NAM and ANZ are focusing on the tried-and-true ebook format. Visual content, like infographics, are not rigorously pursued by many marketers in NAM or ANZ.

But it doesn’t mean that NAM marketers do not add visual marketing in their marketing strategy. Moving away from the State of Inbound Report 2016, we find that content marketing institute report of 2016 suggesting that the use of infographics, i.e., visual content has increased from 45% in 2015 to 62% this year.

Visual content definitely commands attention. And marketing professionals are using its full potential for better engagement, call-to-actions and customer conversions. If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester's researchers.

And the C-Suite seems to be loving it, too.

Video dominates C-level Agenda

The HubSpot report finds video dominating the agenda of C-level business leaders. By far, senior executives are embracing video content for their business, with 56% C-levels planning to add YouTube as a content channel, 46% with Facebook video, and 17% looking into Snapchat.

Is the above in line with the trends you are seeing in the marketplace? What is your view?

One key driver from the above findings would be that if you’re looking to make videos a major aspect of your marketing, you don’t have to scratch all your existing strategies, but to adopt decentralized content marketing. This would allow you to scale your most successful content into the video form.

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