This poll analysis was written by Jeremy Victor, editor-in-chief of For more of his writing, visit and follow him on Twitter and Google+.

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Do you incorporate video elements into your social media presence? The results:

  • Yes, and they have been very successful: 42.16%
  • We’d like to create videos, but we’re not sure how: 28.43%
  • No, we have no plans to produce videos: 17.65%
  • Yes, but the results have been disappointing: 11.76%

Video as a form of content for your social media and content-marketing efforts has reached must-have status.

According to a survey in May by the Pew Research Center’s Internet & American Life Project, “71% of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66% a year earlier.” Further, in The State of Online Video presentation in January, comScore’s Dan Piech said “89 million people in the U.S. are going to watch 1.2 billion videos … today.” So, if I were to say that online video has grown in popularity, it would be such a ridiculous understatement.

The growth of broadband Internet access combined with increased computing power in smartphones and mobile devices makes watching online video possible just about anywhere — literally. You can watch video when standing in an aisle at Costco Wholesale, sitting in a doctor’s office waiting for a flu shot or lying on a couch during a commercial break while watching Revenge. (Did I just admit that?)

Those are three examples of me watching video in the past week, two of which were for purchasing decisions. And that doesn’t include the countless toy videos I watched with my children as they looked for ideas for their Christmas lists on the Toy R Us Apple iPad application. Simply put, online video has become omnipresent, only a click and a second or two away from our viewing pleasure.

Why? For some, such as busy executives, watching video is simply easier. Consider this finding from Forbes Insights study “Video in the C-Suite: Executives Embrace the Non-Text Web”: “Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly.” Also, “65% have visited a vendor’s website after watching a video.”

So not only are we seeing increased frequency of viewing but also that video is effectively influencing our online behavior. And, as SmartPulse results show, 42% of you are seeing that success. For the 28% that are not sure how to get started, there are tons of resources available; I suggest one: “The B2B Marketers Guide To A Brilliant Video Strategy.” If you need help designing into your content-marketing strategy, we help with that. For those not planning video, I hope the resources in this article convince you of your need to get started. If not, I’d love to hear your reasons in the comments.

What’s your take? Is video a must-have?

Related Posts

6 responses to “Has video reached must-have status for marketing?”

  1. Clockbuilder Media says:

    It seems like a must have, but how much time and effort does it take to create one that's valuable to your customers? I'm sure that's the primary reason more people aren't using them.Something else to add to my list of things to do!

  2. VideoByEmail says:

    Hello Jereemy

    I agree with you and the survey. More people stay on the site when there is a video on it. People just prefer listenign to a video then reading a long article.

  3. Videos are definitely must-haves. However, they should not be abused. Like any kind of media, it should be utilized only to enhance the value of the message. After all, creating a video that makes an impact requires a lot of time, sacrifice, money, and effort. t
    My recent post The Magical 10 Minutes – Part 6

  4. […] Smartpulse onderzocht de vraag: Maakt u gebruik van video in uw sociale aanwezigheid op het internet? Meer dan veertig procent (42,16% om exact te zijn) antwoordt: ja, en het was een succes. ZIJ die ook een poging waagden, maar waarbij een teleurstellend resultaat werd geboekt, scoren 11,76%. Opmerkelijk is dat 28,43% aangeeft graag video’s te willen produceren, maar niet weten hoe. Het overige deel (17,65%) heeft geen plannen om video’s te produceren, lees ik op Smartblog. […]

  5. Marton says:

    As someone who creates online videos for businesses, I can't stress enough how important QUALITY video content is to stand out from the rest (at the same time, in my opinion, amateur video is a huge turn-off). My clients have all, without fail, been ecstatic with the feedback they've gotten from their clients (and the results they've seen in conversions) after adding professional video to their sites!

    My recent post 7 Content Marketing Articles Worth Reading