Biteable’s State of Video Marketing Report for 2021 revealed that 60% of businesses use video as an essential part of their social media marketing toolbox. Of the 694 people surveyed, the majority prefer posting their videos on free sites, with Facebook being the most popular (75%) and YouTube not far behind it (70%). Instagram comes in third place (58%).
When it comes to paid marketing, YouTube has the best return on investment (ROI) for video content, followed by Facebook and Instagram — and 68% of marketers say video has a better ROI than Google Ads.
There is a fairly even split on software and tools for making videos. 58% of marketers use professional software for their social media content, whereas 49% use easy online video-making tools.
When it comes to content creation, 50% of the marketers surveyed said they use a social media calendar to generate video ideas for social platforms. For many marketers, adding music to a video is a must, with 81% saying music improves engagement. In terms of adding text to a video, 78% say less is more.
Marketers have even more to say about how video contributes to their social media strategy. 36% of marketers make videos a few times a week, while 14% make videos every day. Of the marketers Biteable surveyed, half who use video have done so for over a year, and 94% plan to continue using video in the future. 53% of marketers say that video helps raise brand awareness for their business, and 49% say video helps them engage their audience. 61% of marketers see videos as an extremely important part of their marketing strategy, with 30% saying it is even more important than their own website. Video is here to stay.