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

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

Video’s capacity to inform tales and resonate emotionally with audiences makes it a really perfect format for making these connections. That’s an enormous purpose why B2B entrepreneurs regularly 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 change into extra necessary to the enterprise during the last 12 months. But solely 7% say they use it to its full potential.

“Video is a high 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 supply sufficient of it, or any of it persistently.”

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

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

Video use, sorts, manufacturing, and challenges

Video continues to be an necessary part of the advertising and marketing combine: 67% of entrepreneurs say video has change into extra necessary 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 necessary.

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

• Branded tales, resembling quick movies, collection, and documentaries (61%)
• How-to or explainer matters (59%)
• Interviews with influencers and material specialists (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 finest outcomes. Fifty-one p.c identify case research, testimonials, and buyer tales, 48% cite how-to movies, 44% identify branded tales, and 41% cite interviews with influencers and material specialists.

The place do entrepreneurs submit movies most frequently? Seventy-nine p.c say they submit 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 supply movies is a problem cited by most respondents (69%). Different extensively shared challenges embrace producing video content material persistently (56%) and producing sufficient video content material (52%).

Conversely, fewer entrepreneurs see the next as challenges: human sources to supply movies (43%), price to supply movies (40%), producing high-quality movies (34%), the experience required to supply 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 thus far

Solely 18% of entrepreneurs use AI to help with video creation. Nonetheless, 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 don’t have any plans, whereas 30% say they’re not sure.)

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 modifying course of and enhancing visible results. Importantly, automating sure facets of video manufacturing via AI can probably cut back prices related to hiring a big manufacturing crew.”

Most entrepreneurs who answered the open-ended query appeared optimistic about utilizing AI for video creation. They specific curiosity in utilizing AI as a instrument 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 will probably be incorporating extra AI all through the entire video manufacturing course of.”
• “I feel 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 growth and the creation of visuals to help a story that’s edited and overseen by a comms lead. My concern is guaranteeing that my viewers trusts that the subject material knowledgeable/expertise is, actually, the particular person talking and that the video has not been manipulated.”
• “I see utilizing AI as a instrument for video creation. There’ll all the time be a human issue within the artistic 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 folks/imagery, and so on. AI poses a number of distinctive alternatives to supply movies extra effectively; nevertheless, I feel challenges might come up when it comes to ethics and truthfulness.”

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

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

Entrepreneurs most frequently cite time financial savings as a advantage of 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 better video creation course of (59%), price financial savings (47%), extra content material selection (41%), fewer human sources wanted (33%), and improved capacity to keep up a number of digital channels (19%).

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

“When you’ve received your instrument of selection, the enjoyable begins. Take time to study the ins and outs of the software program, experiment with totally different textual content prompts, and watch as your concepts come to life within the type of partaking movies. Simply do not forget that you need 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 assist you to keep agile and inventive within the ever-evolving world of digital advertising and marketing.”

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 attain that, create movies sharing the tales of real-life folks 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 and marketing World 2023 presentation.

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

Bean affords 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. Virtually half (45%) say their viewers consumes movies however doesn’t appear to desire them over different content material sorts. One in 5 entrepreneurs say they’re not sure in regards to the viewers’s desire, and 5% say their viewers prefers different content material sorts to video.

Video effectiveness: Organizations have an extended strategy to go

Solely 7% of entrepreneurs say their group makes use of present 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 strategy 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 (similar 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 material knowledgeable participation (32%)
• Higher measurement (30%)
• Extra coaching on finest practices (28%)
• Higher gear/manufacturing, modifying 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 problem of execution fairly than the content material medium itself,” says Amy Balliett, writer and senior fellow for visible technique at Materials.

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

“If you happen to’re set on reside motion, keep away from utilizing inventory video and guarantee all the things is customized. Add animated overlays and customized transitions to take your content material to the following stage. Alternatively, transfer away from reside motion totally. Deal with high-quality movement graphics as a substitute.”

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

Half of the surveyed entrepreneurs have data 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 not sure.

For 2024, 64% count on the funds will enhance (27% count on a greater than 9% leap, whereas 37% plan for a 1% to 9% enhance). About one-fourth (26%) count on 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 not sure.

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

“This analysis exhibits 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 truth is many don’t have a plan for his or her video initiatives. The video itself is their plan. Incorrect! If you need extra funds for video, be certain that every video or video collection has its personal plan for fulfillment. Share your video manufacturing technique along with your firm’s decision-makers. Sharing that plan for fulfillment will assist 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 method with video as a core part. Among the many strategic actions he proposes:

• Spend money on 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 strategy of growing nice content material, you’ve got extra nice content material from which you’ll be able to determine 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 will 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 concentrate on high quality have a greater functionality to later produce higher-quality movies in better portions. Get good at creating video first after which concentrate on tips on how to scale it.

“Keep 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 via a course of that refines that story for some or all codecs. When you’ve nailed down the story, you can begin growing scripts. The final word objective is to supply movies with particular targets, designed for a number of makes use of, that combine into the broader model story.”

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

Methodology

For its third annual video and visible storytelling survey, CMI surveyed 382 entrepreneurs, principally 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 and marketing business.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute