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We marketers love our trends, and these days there are plenty to choose from: marketing clouds, account-based marketing, predictive analytics—the list goes on.

But few trends had as big a 2015 as video marketing. Some 96% of B2B marketers are now using video, according to a recent study by the Web Video Marketing Council. And for good reason. Video is great for engaging audiences and getting their attention in a crowded market.

A year ago, I wrote that 2015 will be the year of video marketing, and that certainly turned out to be true:

  • The play button has become the most compelling call to action on the Web.
  • Use of video analytics and attribution has grown, and more businesses are integrating analytics with their marketing automation platforms and CRMs.
  • Video has become a strategic tool for lead generation.
  • More companies have taken to hosting their own videos and using YouTube as a complement.

Marketers have learned that video is good for more than attracting attention. It enriches the customer journey at all stages, and it is more effective than other content at converting buyers.

In 2016, the video skills marketers have learned in 2015 will allow them to expand to new applications, creating better content experiences and telling their stories with more impact, and they'll get serious about measuring ROI and using that data to optimize results.

Here are my four expectations of video marketing in 2016.

1. Video will play a larger role throughout the customer journey

Ultimately, marketers need to help convert sales, and video is great for that. In a Demand Metric survey last fall, 74% of businesses reported that video content outperformed other content types in driving conversions.

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image of Tyler Lessard

As VP of marketing at Vidyard, Tyler Lessard has spent over five years immersed in the world of B2B video, helping define and share best practices and trends. He's a frequent speaker and author on topics including video marketing, personalization, and demand gen.