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The report also measures video’s impact on traffic, engagement, understanding, sales, lead generation, and support burden, while comparing non-video marketers’ main barriers and expectations.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & Report",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/the-state-of-video-marketing-2020-video-marketing-survey-and-key-findings/308774/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/the-state-of-video-marketing-2020-video-marketing-survey-and-key-findings/308774.png","ImageObject",300,407,{"name":42,"@type":43},"Evangeline","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-27","2026-09-20",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",10,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"How widely do businesses use video as a marketing tool?","Question",{"text":63,"@type":64},"85% of businesses use video as a marketing tool. The report notes changes compared with 2019–2016 usage levels.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What impact does video marketing have on ROI-related outcomes?",{"text":68,"@type":64},"Most marketers attribute measurable benefits to video, including increased website traffic, longer page visits, improved understanding of offerings, increased sales, and lead generation.",{"name":70,"@type":61,"acceptedAnswer":71},"Why do non-video marketers still hesitate to invest in video?",{"text":72,"@type":64},"The report cites multiple barriers, including believing video is too expensive or time-consuming, not knowing where to start, feeling it’s not needed, and uncertainty about ROI or difficulty convincing decision-makers.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},308774,1790215955,{"code":4,"msg":82,"data":83},"success",[84,88,92,96,101,106,111,115,120,123,126],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":85,"show_sort_weight":86,"slug":87},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":93,"show_sort_weight":94,"slug":95},"Exam",70,"exam",{"id":97,"doc_module":4,"doc_module_name":25,"category_name":98,"show_sort_weight":99,"slug":100},5,"Comic",60,"comic",{"id":102,"doc_module":4,"doc_module_name":25,"category_name":103,"show_sort_weight":104,"slug":105},6,"Technology",50,"technology",{"id":107,"doc_module":4,"doc_module_name":25,"category_name":108,"show_sort_weight":109,"slug":110},7,"Healthcare",40,"healthcare",{"id":112,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":113,"slug":114},8,30,"research-report",{"id":116,"doc_module":4,"doc_module_name":25,"category_name":117,"show_sort_weight":118,"slug":119},9,"Religion & Spirituality",20,"religion-spirituality",{"id":118,"doc_module":4,"doc_module_name":25,"category_name":121,"show_sort_weight":118,"slug":122},"World Cup","world-cup",{"id":55,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":55,"slug":125},"Lifestyle","lifestyle",{"id":127,"doc_module":4,"doc_module_name":25,"category_name":128,"show_sort_weight":97,"slug":129},19,"General","general",{"code":4,"msg":82,"data":131},{"doc_id":79,"user_id":132,"nickname":42,"user_avatar":133,"doc_module":4,"category_id":112,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":139,"language":140,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":12,"update_tm":144,"read_time":145,"preview_page_count":4},13056703019662,"https://ap-avatar.wpscdn.com/avatar/be000253a8e92610077?_k=1778726343310543188","The State of Video Marketing 2020  \nThe State of Video Marketing 2020  \nWelcome!  \nThanks for downloading Wyzowl’s State of Video Marketing 2020 report!  \nThis is our sixth annual survey-and perhaps our most exciting report yet. As usual, we built the survey around the foundational issues that matter to video marketers: usage, spend, return and channels.  \nWe also, once again, wanted to ask people about their experiences watching video. How much video they watch, how it influences their purchase decisions, how it enriches their experiences with brands, products and services.  \nWe gathered the stats below by surveying 656 unique respondents in December 2019. Our sample included both marketing professionals and online consumers. We separated these groups with a preliminary question, ensuring that respondents were only asked to answer the questions relevant to them. Our trends data is based on 6 years of asking these questions.  \nThe reason this year’s report is so special is that, for the first time, we’ve been able to group data together over a prolonged period to illustrate how the video marketing landscape has developed since 2015.  \nOnce again, we’d like to thank you for downloading the report-and we hope you find it interesting!  \nCitation Policy:  \nPlease feel free to use these statistics in any commercial or non-commercial capacity. If you use the statistics we require a link to Wyzowl.  \nThe State of Video Marketing 2020  \n01  \nVideo marketing overview  \nHow many businesses use video as a marketing tool – and how do they use it?  \n85% of businesses use video as a marketing tool. This was 87% in 2019, 81% in 2018, 63% in 2017 and 61% in 2016.  \n View trend chart  \n92% of marketers who use video say that it’s an important part of their marketing strategy. This was 91% in 2019, 85% in 2018, 82% in 2017, 88% in 2016 and 78% in 2015.  \n View trend chart  \n99% of people who use video for marketing say they’ll continue using video in 2020.  \nThe most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%) .  \n View trend chart  \nAnalysis & Takeaways  \nVideo continues to be a phenomenally popular tool among marketers, despite a slight drop in usage from 2019.  \nWe would expect to see video usage rebound in 2021, given the almost unanimous number of marketers who plan to continue using it (99%) and regard it as an ‘important’ part of their marketing strategy (92%) .  \nThe State of Video Marketing 2020  \n02  \n2019 in review  \nHow did the video marketing landscape change in 2019?  \n20% of video marketers said they used video for the first time in 2019.  \n48% of first-time video marketers got started with video because they found it easier to convince others in the business of its value.  \n46% of first-time video marketers started using video in 2019 because they believe video is becoming more affordable.  \n47% of first-time video marketers started using video in 2019 because they believe it’s become quicker and less timeconsuming to create video content.  \n46% of first-time video marketers started using video in 2019 because they believe it’s easier to create video content inhouse.  \n18% of first-time video marketers started using video in 2019 because they feel clearer about the ROI of video.  \n92% of video marketers feel the level of noise and competition have increased in the last year.  \nAnalysis & Takeaways  \n2019 was a big year for ‘new’ video marketers, with 1 in 5 of video marketers using it for the first time. There’s no stand-out reason for this-rather a culmination of a variety offactors, including affordability, accessibility and deeper understanding.  \n-This has clearly increased the level of competition, meaning video marketers have to think deeply about how to grab-and hold-the attention of their audience.  \nThe State of Video Marketing 2020  \n03  \nThe ROI of video marketing  \nHow do marketers feel about the return they get o","cbCaivdLgLU083FD","https://ap.wps.com/l/cbCaivdLgLU083FD","pdf",304426,13,"English","# Video marketing overview\n# 2019 in review\n# The ROI of video marketing\n# Non-video marketers","[{\"question\":\"How widely do businesses use video as a marketing tool?\",\"answer\":\"85% of businesses use video as a marketing tool. The report notes changes compared with 2019–2016 usage levels.\"},{\"question\":\"What impact does video marketing have on ROI-related outcomes?\",\"answer\":\"Most marketers attribute measurable benefits to video, including increased website traffic, longer page visits, improved understanding of offerings, increased sales, and lead generation.\"},{\"question\":\"Why do non-video marketers still hesitate to invest in video?\",\"answer\":\"The report cites multiple barriers, including believing video is too expensive or time-consuming, not knowing where to start, feeling it’s not needed, and uncertainty about ROI or difficulty convincing decision-makers.\"}]","The State of Video Marketing 2020 - Video Marketing Survey and Key Findings | PDF",1789872305,33]