The consumption of online video is at an all-time high. According to Statista, 85 percent of web users in the U.S. watch online video content, which is expected to accelerate in the months and years ahead. To varying degrees, B2B marketers have adopted online video to engage their customers and prospects and pump out more visual content. But now they're enlarging their aperture for online video programming and sharpening their focus on video as a key marketing channel.
According to Wyzowl's 5th annual "State of Video Marketing Survey," based on a sample of 613 marketers and consumers, 87 percent of businesses are using video as a marketing tool. And the practice is growing: 64 percent have boosted their use of video content compared with the previous year, according to the Content Marketing Institute's (CMI) "B2B Content Marketing 2019" report, which surveyed nearly 2,000 marketers. CMI says that's a bigger vote of confidence in video than in written materials (61 percent of respondents), images (56 percent), and live events (41 percent).