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The Year in Video Marketing and What to Expect in 2016

by Tyler Lessard  |  
December 8, 2015

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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Tyler Lessard is CMO of Vidyard, a video marketing platform that helps transform viewers into customers.

Twitter: @tylerlessard

LinkedIn: Tyler Lessard

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  • by Maura Connor Tue Dec 8, 2015 via web

    Excellent information Tyler - as a marketer you have given me a lot to think about.

  • by Evin Charles Anderson Wed Dec 9, 2015 via web

    For most of your post, you give video such high value, however, implying that anyone can and should just do it themselves for the sake of a quick turnaround devalues video.

    Cheaper equipment does not necessarily mean easier, and just because you own a hammer and saw, doesn't mean you know how to wield them like a carpenter.

    Even when working with a pro, marketers and business owners should be a part of the process (and my company always advocates this). After all, marketers and biz owners know their product or service, their market, their customers better than anyone else. It makes sense to do your own messaging in that case. However, a professional video production company knows how to create a clear storyline from that message and turn it into a script. Messaging is one thing, but video professionals live and breathe by visual representation, metaphors, breaking the complex into something easily digestible. And that's just one example.

    Yes, there are times it makes sense for marketers to shoot something quick and off the cuff. It depends on the purpose, the audience, business goals and the brand. The value is in working with a video professional who can tell you the difference and provide you support to make it a top notch video whether you shoot it yourself or have that professional planning, shooting, coordinating talent, editing and providing a solid video marketing strategy.

  • by Anish Patel Thu Dec 10, 2015 via web

    Many thanks for this informative piece! Itís true that tutorial and demo videos are some of the most effective videos for a company looking to gain leads. But many marketers aren't aware that tutorial videos can help at any stage of the buying cycle. Many possible clients look for a thorough explanation of the product before investing in it, rather than looking for a flashy promotional video that doesnít contain the details they need to make their decision. My company, Revolution Productions, recently interviewed the software solutions company, Webtrends, on their excellent use of tutorial videos and the benefits that theyíve reaped from that effort. Google "Revolution Productions Blog" to find the article for a quick read if you like!

  • by George Groves Mon Jan 4, 2016 via web

    Love this article Tyler! We see our clients (over at Piehole TV) doing many of these things, especially regarding your point on the customer journey. As for doing it themselves, well yes it makes sense to have people in-house who are close to the action to create content and the ROI will become attractive for certain aspects of it at a point. But I see it more as the overall pot size expanding. The economics are still in favour of the production house for many things... creativity, ideas, and management of the process. Companies simply aren't set up to be creative at scale.

    Thanks for this, a great read.

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