Video content has become increasingly more relevant for companies, mainly because it is the media format that allows professionals to achieve their goals in the last year.

But how are you professionals using that format? Could it be that all stages of the consumer’s journey require video content? Check out the insights from the study conducted by the Content Marketing Institute:

About or Study

In my new study: “Why Most Video Content Fails To Reach Its Full Potential” ou “Why is more of the video content missing from reaching its potential?”, or the Content Marketing Institute interviewed more than 300 marketing professionals.

The objective of the research was to understand, essentially, what are the challenges that professionals face to achieve more people with their online videos and the ways to optimize this content management, turning into a lead management tool.

And, according to the research, as video content gains importance as a content marketing tool, it is mainly used to address the initial stages of the buyer’s journey, but has not been explored at the bottom of the funil.

Renaming the consumer’s journey

The consumer’s journey is the path followed by users, from the moment they identify a need or need, they make the purchase of a product or service to satisfy it.

This way, the consumer is provided with different contents that may be more or less relevant depending on their status. We say more about this than our articles about Funil de Conteúdo, but – basically – a consumer who is in the process of starting the busy day and looking for information in a different way that is no longer more advanced.

For example, a person who is thinking about moving to a new country will not start researching air passages. It will search for the best destinations, information on visa and passport, nationality and many other related matters before actually making the purchase of your passage.

How is the Video being used on the Shopping Day?

In its study, the Content Marketing Institute requested that participants estimate the percentage of their videos created for the various stages of the consumer’s day and the results indicate an average of 48% for the brand recognition stage, where buyers are becoming aware of company:

However, an important point to be noted is that 22% of the interviewees are creating their videos for the purpose of awareness, which is one of the most relevant stages for the use of this type of media.

Online video consumption

Consumers are consuming more videos than ever, mainly with the popularization of two short videos caused by TikTok, and the audience is intuitively primarily having fun with that format.

But it is still very common for consumers to use videos to raise doubts about products, services or how we can solve their problems; This is for consumers who are in the discovery and awareness phases of the purchasing journey.

Therefore, creating concentrated videos takes two stages of the day and is crucial for the success of your content marketing strategy.

Also, observing the B2B consumer journey, video is not the preferred format of most users. Secondly, 45% of the two B2B professionals interviewed stated that, although their audience consumes videos, they do not seem to prefer video to other types of content.

What is the objective of creating video content?

As we saw in the graph, despite the initial stages of the day we receive more attention, the professionals interviewed still affirm that 15% of their videos are directed to the Purchase and Post-purchase stages.

This happens because, for these professionals, the video content strategy is also about informing the audience and encouraging purchase. For 43% of the interviewees, creating videos is a strategy to create a human connection, for example, sharing stories, struggles and triumphs.

Expectations for the coming years

Only 16% of interviewees report results below expectations such as video content, and for the majority (70%), the format returns results within expectations or exceeds their expectations (14%).

Therefore, just thinking about the future, as two thirds (64%) hope that the video offering for 2024 will increase in relation to this year.

In addition to being an advance in comparison with the 40% reported that this year’s video marketing will increase in comparison with 2022, this positive change in marketing shows that the future of video content marketing is still very much on offer.

And, with greater resources, marketing professionals will be able to attend to your greatest needs to obtain better results with video.