Animoto Survey Forecasts Social Video Approaching Tipping Point for Marketers and SMB Owners

Jun 23, 2016

Animoto, the online video creation application that makes it easier for anyone to create professional videos, launched its 2016 Social Video Forecast. The report examines how two types of marketers--professional marketers and small- and medium-sized business owners (SMB owners) who are responsible for their own marketing--are embracing the overlap of social media and video. Nearly two-thirds of all marketers are planning to incorporate video in their campaigns for the coming year, and investment in video promotion on social channels and talent to support it will increase across the board.

The report was compiled from a survey of 1,000 professional marketers and 1,000 SMB owners. This forecast comes on the heels of the 2016 Social Media Marketing Industry Report, released last month by Social Media Examiner. The Social Video Forecast builds on that report, detailing priorities for marketers and SMB owners, and where they will focus investments in social video to gain a competitive edge.

Video has reached new heights in marketing, with 84% of marketers and 55% of SMB owners saying they created or commissioned a marketing video in the past 12 months. As marketers see return on their video investments, they plan to invest further.

  • 60% of marketers and more than half of SMB owners (55%) say video marketing is a "must-have" to stay relevant.
  • 76.5% of professional marketers and SMB owners who have used video marketing said it had a direct impact on their business.
  • 63% of marketers and SMB owners will increase investment in video next year.

Facebook remains the powerhouse marketing platform, even as professional marketers begin to adopt and invest in newer channels like Snapchat and Instagram. YouTube also remains a stronghold for marketers, and is gaining in popularity with SMB owners.

Facebook is the primary platform used by SMB owners and marketers for sharing and distributing video content. Both marketers and SMB owners rate its effectiveness more than eight times higher than any other social platform.

Of SMB owners and marketers who plan to spend money on social media in the next 12 months, two-thirds plan to promote video on Facebook, more than any other channel.

YouTube is the second most popular platform for sharing and distributing video content for both SMB owners and marketers. The report also projects that YouTube will see the most growth in paid video promotion by SMB owners over the next year. Instagram will see the most growth for paid video promotion among professional marketers.

The majority of marketers are still looking for a competitive edge when using video as a promotion tool. As newer social media platforms add video capabilities, marketers are evolving their strategies and testing new platforms. They are also investing in talent that can help them advance their social video capabilities in the next year.

Almost a quarter of marketers (23%) say they are "behind" or "way behind" competitors when it comes to video marketing, while 40% feel that they are just "on par."

Both marketers and SMB owners rate Instagram as the most impactful mobile-centric platform, though marketers are more likely than SMB owners to spend money to advertise video on Instagram in the next 12 months (27.4% of marketers plan to, compared to 17.4% of SMB owners).

Both SMB owners and marketers also plan to invest in talent in order to be more competitive. Respondents said they view video marketing as a more desirable skill for their team in the next 12 months compared to email, design, and written marketing materials.