We asked marketers in our Future of Social report what type of content they produced at least once a month:

Video marketing

Video, at 46 percent, is the true contender.

The use of video marketing has risen dramatically in the last few years and shows no sign of slowing down. Despite higher production costs and turnaround time for video development, companies are investing in video marketing based on positive responses to the content from target audiences.

“Invest in video because the top 3 social networks for ROI [Facebook, Twitter, and Instagram] are all favoring videos in their feeds,” says Sue Funke, Digital Brand Senior Manager at TV Land. Indeed, when it comes to getting your content past the social network giants’ algorithms, videos achieve a greater amount of impressions, breaking through the clutter of overpopulated news feeds.

video marketingLara Nicotra, Marketing Manager at 16 Handles, is interested in how livestreaming video marketing content will grow as we move through 2016 and beyond. “Between Periscope, Facebook Live and now Google’s solution through YouTube Connect, [livestream video] has the potential to have staying power, especially for brands with an established YouTube presence,” says Nicotra.

The growth of these new livestream platforms reflects the industry’s confidence in the value in video marketing content. Regardless of the difficulty that comes with producing timely and quality video, companies will continue to integrate this multimedia material into their social strategies.

Could video marketing be the future of social media content?  Only time will tell.

To read the entire Future of Social report in partnership with Social Fresh and Simply Measured, click here.