{"id":19714,"date":"2022-06-02T12:13:10","date_gmt":"2022-06-02T16:13:10","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19714"},"modified":"2022-06-02T12:13:11","modified_gmt":"2022-06-02T16:13:11","slug":"state-of-video-marketing","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/state-of-video-marketing\/","title":{"rendered":"How to Make Video Marketing Work for You"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>\n

Once upon a time, an ad was an ad, a show was a show, and a viral video was a viral video. Ah, how quaint. <\/p>\n\n\n\n

Now, things are different. While there\u2019s no question that the much-discussed pivot to video is practically complete, the channels where videos appear\u2014and how they look\u2014are transforming. More than 60% of marketers<\/a> still see video as \u201cvery important to their strategy,\u201d and social media posts containing video get 50% more views<\/a> than those without. This consensus, however, has taken shape over a shifting landscape.<\/p>\n\n\n\n

So where, exactly, does today\u2019s best video marketing exist, and how might videos look in the future?<\/p>\n\n\n\n

Strike while the platform is hot<\/h2>\n\n\n\n

No matter how eye-catching a video ad may be, it\u2019s destined to fall flat if it doesn\u2019t appear on the right platform. However, understanding what \u201cright platform\u201d even means<\/em> is no small task. For marketers, the playing field is always changing, and that means close attention to the action\u2014and learning when it\u2019s time to abandon ship.<\/p>\n\n\n\n

Consider the case of Vine, the erstwhile influencer hub where six seconds was all it took to achieve short-lived fame or a serious boost to the bottom line. In 2014, nearly 40% <\/a>of brands used Vine for marketing or advertising. Two short years later, the service was shuttered, leaving strategists to recalibrate and seek out the next big thing. <\/p>\n\n\n\n