Content material Advertising Video & Visible Storytelling Survey 2023 [New Research]

In an AI-driven world, human connections matter greater than ever.

Video’s skill to inform tales and resonate emotionally with audiences makes it a great format for making these connections. That’s a giant purpose why B2B entrepreneurs continuously use it, based on CMI’s current B2B analysis.

However CMI’s newest analysis into video and visible storytelling tells a extra nuanced story. Sixty-seven p.c of entrepreneurs say video has develop into extra essential to the enterprise during the last 12 months. But solely 7% say they use it to its full potential.

“Video is a prime precedence for a lot of organizations. However why haven’t budgets for video gone up,” asks Robert Rose, CMI’s chief technique advisor. “It’s not that organizations don’t take it significantly. They’re constructing in-house capabilities for it. However curiously, they’re not spending the cash, time, or effort to provide sufficient of it, or any of it constantly.”

So, it’s no shock most entrepreneurs say they get common outcomes from the format.

Nevertheless, some surprises did present up within the survey of 382 entrepreneurs performed in August 2023. You may learn the outcomes of the third annual Content material Advertising Institute Video & Visible Storytelling Survey. Use this desk of contents to go on to the sections you’re most focused on, or dive in and browse all of it.

Video use, sorts, manufacturing, and challenges

Video continues to be an essential part of the advertising combine: 67% of entrepreneurs say video has develop into extra essential to their enterprise within the final 12 months. About one-third (32%) say the significance stays the identical, whereas 1% say video is much less essential.

Seventy-seven p.c of respondents use social media movies – probably the most continuously cited sort. Greater than half say they use video for:

• Branded tales, akin to brief movies, collection, and documentaries (61%)
• How-to or explainer matters (59%)
• Interviews with influencers and subject material consultants (54%)
• Case research, testimonials and buyer tales (51%)
• Thought management with firm leaders (51%).

Which sorts are best? Fifty-four p.c of entrepreneurs say social media movies ship a few of their greatest outcomes. Fifty-one p.c title case research, testimonials, and buyer tales, 48% cite how-to movies, 44% title branded tales, and 41% cite interviews with influencers and subject material consultants.

The place do entrepreneurs put up movies most frequently? Seventy-nine p.c say they put up on YouTube, adopted by LinkedIn (76%), Fb (72%), Instagram (71%), X (38%), TikTok (28%), and different (6%).

Most entrepreneurs (69%) produce movies in-house. Twenty-one p.c primarily outsource, 8% rely totally on employee-generated movies, and a pair of% depend on user- or customer-generated movies.

The time to provide movies is a problem cited by most respondents (69%). Different broadly shared challenges embrace producing video content material constantly (56%) and producing sufficient video content material (52%).

Conversely, fewer entrepreneurs see the next as challenges: human sources to provide movies (43%), value to provide movies (40%), producing high-quality movies (34%), the experience required to provide movies (31%), and choosing the proper distribution channels (14%). Three p.c say they don’t face challenges, and a pair of% picked the opposite class.

Video AI use: Few entrepreneurs use AI to help with video creation up to now

Solely 18% of entrepreneurs use AI to help with video creation. Nevertheless, one in three entrepreneurs who don’t use AI for video now plan to take action within the subsequent 12 months. (Thirty-seven p.c say they haven’t any plans, whereas 30% say they’re uncertain.)

One marketer defined the worth of AI for video creation of their open-ended response: “[It] has the potential to revolutionize the way in which movies are produced. AI can help at numerous levels of video creation, from producing scripts and storyboards to automating the enhancing course of and enhancing visible results. Importantly, automating sure features of video manufacturing by AI can doubtlessly scale back prices related to hiring a big manufacturing workforce.”

Most entrepreneurs who answered the open-ended query appeared optimistic about utilizing AI for video creation. They categorical curiosity in utilizing AI as a device to generate scripts, improve effectivity, and streamline manufacturing processes:

• “Something that may enhance manufacturing time with out impacting high quality is a must-use answer.”
• “We shall be incorporating extra AI all through the entire video manufacturing course of.”
• “I believe AI is nice for content material, so I’m certain there’s room for worth for AI for video creation as nicely.”
• “AI is [a] game-changer for video creation.”

Others expressed issues and reservations, together with worries about AI-generated content material showing inauthentic, moral issues, and the necessity for human involvement in content material creation:

• “I wouldn’t be opposed [to AI] for script drafting, however ideation and visuals? No. You miss the human contact.”
• “Accountability and belief are paramount. I can see utilizing AI to assist with script improvement and the creation of visuals to help a story that’s edited and overseen by a comms lead. My concern is making certain that my viewers trusts that the subject material knowledgeable/expertise is, in actual fact, the particular person talking and that the video has not been manipulated.”
• “I see utilizing AI as a device for video creation. There’ll all the time be a human issue within the inventive course of. AI creates what you inform it to create. It’s not autonomous!”
• “We’re utilizing AI for voiceover and a few movement graphics and script writing. Past that, our firm has pointers in place for AI utilization – in opposition to issues like AI for individuals/imagery, and so on. AI poses a number of distinctive alternatives to provide movies extra effectively; nevertheless, I believe challenges might come up by way of ethics and truthfulness.”

Amongst entrepreneurs who use AI, most use it to create video scripts (69%), adopted by video enhancing (34%) and producing movies from current scripts/textual content (26%).

Different makes use of embrace including movement graphics (23%), producing new content material from current movies (20%), localization (10%), and different (17%).

Entrepreneurs most frequently cite time financial savings as a good thing about utilizing AI for video creation, however solely 17% say it resulted in higher-quality content material. This means AI isn’t fairly there but in terms of delivering the video merchandise entrepreneurs need.

Among the many different cited advantages are a neater video creation course of (59%), value financial savings (47%), extra content material selection (41%), fewer human sources wanted (33%), and improved skill to take care of a number of digital channels (19%).

“Utilizing AI for video creation could be a game-changer in terms of saving time,” says Melissa Francois, content material, comms, and social lead for PlayPlay, a video content material creation device supplier. “Think about going from a plain textual content concept to a full-fledged video inside seconds – it’s a marketer’s dream come true.

“When you’ve acquired your device of selection, the enjoyable begins. Take time to be taught the ins and outs of the software program, experiment with completely different textual content prompts, and watch as your concepts come to life within the type of partaking movies. Simply keep in mind that it’s best to deal with every AI-generated video as a primary draft to construct from, not the ultimate model. Regardless, utilizing AI will prevent time and enable you to keep agile and inventive within the ever-evolving world of digital advertising.”

Viewers journey and preferences

As final 12 months’s analysis confirmed, entrepreneurs most frequently create movies for the model consciousness stage (48%). Twenty-two p.c produce them for the consideration stage, whereas 15% create for the shopping for stage and 15% develop movies for post-purchase.

Video’s worth in making human connections grew in significance this 12 months – as much as 43% from 37% final 12 months.

To realize that, create movies sharing the tales of real-life individuals to whom your viewers can relate. Grainger’s Melissa Hodai and Bean Porter share how they did with the model’s On a regular basis Heroes collection of their Content material Advertising World 2023 presentation.

“Human focus is what creates connection for us,” Melissa says.

Bean gives inquiries to reply to create a profitable human-focused video:

Forty-three p.c of surveyed entrepreneurs say video can create a human connection by sharing tales, struggles, and triumphs. One-third (35%) say movies can inform by showcasing services, whereas 20% see video as a assist to teach audiences.

However tread cautiously. Solely 30% of entrepreneurs say their key viewers prefers video over different content material sorts. Nearly half (45%) say their viewers consumes movies however doesn’t appear to want them over different content material sorts. One in 5 entrepreneurs say they’re uncertain concerning the viewers’s desire, and 5% say their viewers prefers different content material sorts to video.

Video effectiveness: Organizations have an extended method to go

Solely 7% of entrepreneurs say their group makes use of current movies to their full potential. Sixty-three p.c say not but, however they’re getting there. However the group saying their group has an extended method to go grew to 30% this 12 months from 22% in 2022.

Solely 14% of entrepreneurs say the outcomes from movies exceed their expectations (in contrast with 15% in 2022). Most (70%) say the outcomes meet their expectations, whereas 16% say they noticed below-average outcomes.

What do entrepreneurs suppose they want most to get higher outcomes? Sixty p.c say they want a video technique (identical as in 2022). Lower than half cite different wants:

• Extra funds (49%)
• Extra human sources (46%)
• Higher distribution (35%)
• Higher on-camera expertise, together with subject material knowledgeable participation (32%)
• Higher measurement (30%)
• Extra coaching on greatest practices (28%)
• Higher gear/manufacturing, enhancing instruments (20%)
• Higher high quality movies (20%)

“It’s alarming to see so few entrepreneurs reporting above-average outcomes. This, together with CMI’s discovering that 60% of entrepreneurs say an improved technique would assist, suggests a difficulty of execution quite than the content material medium itself,” says Amy Balliett, writer and senior fellow for visible technique at Materials.

“Video, executed correctly, can yield superb outcomes for manufacturers hoping to attach with their clients. However trendy audiences are very discerning. For a lot of, their notion of your model or service shall be primarily based totally on the design high quality of your visible content material. Audiences are now not impressed by conventional, live-action video content material,” she says.

“If you happen to’re set on dwell motion, keep away from utilizing inventory video and guarantee every part is customized. Add animated overlays and customized transitions to take your content material to the following stage. Alternatively, transfer away from dwell motion totally. Give attention to high-quality movement graphics as an alternative.”

Video budgets and spending: Many spend lower than $10,000 a 12 months on video creation

Half of the surveyed entrepreneurs have information of their group’s budgets. Of these, two-thirds spend lower than $10,000 a 12 months on video creation. Right here’s how the funds figures break down:

• Lower than $5,000 (36%) 
• $5,000 to $9,999 (16%) 
• $10,000 to $24,999 (14%) 
• $25,000 to $49,999 (7%) 
• $50,000 to $74,999 (7%) 
• $75,000 to $99,999 (3%) 
• $100,000 or extra (13%) 

Forty p.c say their 2023 video funds was greater than their 2022 funds, 34% say it stayed the identical, 12% noticed a drop, and 9% didn’t have a video funds in 2022. 5 p.c are uncertain.

For 2024, 64% anticipate the funds will improve (27% anticipate a greater than 9% bounce, whereas 37% plan for a 1% to 9% improve). About one-fourth (26%) anticipate the video funds to remain the identical, with 1% anticipating a decline of 1% to 9% and a pair of% anticipating a drop of greater than 9%. Seven p.c are uncertain.

Nonetheless, 75% of these surveyed say their group wants to speculate extra in video. One-fourth (24%) say they make investments the correct quantity, and 1% say they should make investments much less.

“This analysis reveals us that, in lots of circumstances, entrepreneurs don’t really feel like they get good outcomes from their movies,” says Tony Gnau, founder and chief storytelling officer of T60 Well being. “The fact is many don’t have a plan for his or her video tasks. The video itself is their plan. Flawed! If you need extra funds for video, ensure every video or video collection has its personal plan for achievement. Share your video manufacturing technique together with your firm’s decision-makers. Sharing that plan for achievement will enable you to get buy-in.”

Motion steps: Technique and story drive video’s actual worth

Let’s return to CMI’s chief technique advisor Robert Rose for his additional tackle this 12 months’s findings.

He says content material groups want a technique with video as a core part. Among the many strategic actions he proposes:

• Put money into the method – not simply the output. Growing an institutional course of and experience for the creation of movies – no matter whether or not it’s executed internally or outsourced – contributes to success. If you happen to make investments extra within the technique of creating nice content material, you’ve extra nice content material from which you’ll be able to resolve what would make nice movies.
• Develop measurement plans. Corporations with profitable video-creation processes even have clear measurement plans, not simply views or downloads. A high-level framework for measurement may help justify spending extra money and time on video.
• Use the competency of high quality to drive amount. It appears intuitive, however organizations that begin slowly and give attention to high quality have a greater functionality to later produce higher-quality movies in larger portions. Get good at creating video first after which give attention to scale it.

“Bear in mind, video isn’t only a one-off format created in a silo. It ought to be an built-in and linked a part of the broader storytelling operation,” Robert says. “Work it by a course of that refines that story for some or all codecs. When you’ve nailed down the story, you can begin creating scripts. The last word aim is to provide movies with particular targets, designed for a number of makes use of, that combine into the broader model story.”

After you’ve executed that, he says, “That’s while you’re prepared on your close-up.”

Methodology

For its third annual video and visible storytelling survey, CMI surveyed 382 entrepreneurs, largely from North America, in August 2023. The survey was emailed to CMI opt-in subscribers.

Due to the survey contributors, who made this analysis doable, and to everybody who helps disseminate these findings all through the content material advertising business.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute