History of Video in the Industry: In 1981, MTV launched the prophetic one hit wonder, “Video Killed the Radio Star”. Remembered by its catchy tune but personified by the sentiment that traditional media was dead. The lyrics, “Rewritten by machine on new technology” seems timeless as marketer’s struggle to adapt to new technologies in the B2B domain in 2017. With an ever-cluttered advertising space, how do companies differentiate themselves in content marketing. The answer is video. From a study done by Animoto, 4 times as many customers would rather watch a video about a product than read about it. The concept of video marketing originated on the television screen in the 1940’s. However, the 21st century has been defined by a different black mirror: the cell phone. The dot com boom brought about the great social media companies that occupy our every waking moment. YouTube, Facebook, and Instagram make up the conglomerate that governs both social and video marketing today.

When we analyze which content distribution channels to add there is no surprise that the top three reside in the social video sphere:

Bottom Line: Video grows revenue better than other sources. There is compelling evidence for a strong visual component on social media. Marketers who use video grow revenue 49% faster than non-video users. According to Adobe, 51.9% of marketing professionals worldwide name video as the type of content with the best return on investment.

What are you doing to create the best content possible?