Organic social media channels are the preferred method of distribution for brands creating video content, according to a new report from Wibbitz.
The “Navigating the Video Content Marketing Landscape” report takes a closer look at the strategies and campaigns that marketers are using to serve up engaging visual clips to audiences. More than half of marketers in the US say that they will leverage video in some form in 2018.
Organic video channels are one of the primary outlets for this medium, and brands are using a mix of endpoints to connect with consumers. Social media leads the way with 65%, but company websites and blogs (40%) are also putting in work for marketers.
Facebook has had a difficult few months, but it remains the top dog for video creators as two thirds say that they run video ads on the platform. Instagram is making up ground though as 37% now use the image-focused channel, while 43% turn to video-sharing giant YouTube.
Facebook was also deemed the most effective, though the study did not note whether this was in terms of ROI, views or other metrics. Its score of seven on a scale of one to ten put it clear of Instagram (six) in second, while LinkedIn (five) made perhaps a surprise appearance in third.
Combining high-quality prose with video can be particularly effective at cutting through online noise, so it is no surprise that marketers are set to spend in excess of $10m (£7.62m) on digital clips and advertising this year.