The State of Video Content Creation and Content Marketing in 2020

Fresh video marketing and content creation stats for 2020.

The State of Video Content Creation and Content Marketing in 2020

This year has been quite exciting so far to say the least. The impact of COVID-19 has shattered all of our plans for the year both personal and professional. In fact, most businesses are having to rewrite their goals and projections for the remainder of 2020. Given all this global flux, where do businesses stand with video content creation?

Specifically, what types of videos are businesses planning to create this year? And, how are they going to create them — with which video editing software? Those are some of the questions answered in our most recent survey conducted on 50Wheel.com in April 2020.

With 1,423 unique responses spanning 26 countries, the State of Video Content Creation survey was one of our biggest yet. The data tells a story that matches the generation. Short video clips, social media and the rise of web-based video making and editing software.

See for yourself, the full report is below.

Video Types

Most companies create three common types of videos: explainer videos, tutorials and branding videos.

51% of global businesses are creating and promoting explainer videos, making it the most popular video type. In second place, 34% of businesses are creating tutorial and support videos. Product videos are the third most popular video type, with 30% of businesses reporting they create videos specifically detailing products and services.

Other mentionable video content type popularity metrics from the survey include:

  • 26% of businesses are creating branding video content.
  • 11% of businesses are creating customer testimonial videos.
  • 11% of businesses are creating internal communications videos.
  • 10% of businesses are creating recruiting videos.

Results

Explainer videos 51%
Product videos 29%
Branding videos 26%
Tutorial & support videos 34%
Customer testimonial videos 11%
Internal communications videos 11%
Recruiting videos 10%

Source: The State of Video Content Creation in 2020, 50Wheel

Video Styles

  • Animated
  • Live action
  • Stock footage
  • Live broadcast
  • Stop motion

Source: The State of Video Content Creation in 2020, 50Wheel

Most popular styles of videos

Animated explainer videos are the most common type of videos businesses are creating, with 66% of companies reporting that animated videos are their number one video type.

Other popular video format metrics from the survey include:

  • 45% of businesses are creating live action videos (filming with a camera).
  • 16% of businesses are creating videos with stock footage only.
  • 14% of businesses are creating videos by broadcasting live and recording it.
  • 13% of businesses are creating videos by using stop motion technology.

Video Length

60 second videos are the bread and butter of video marketers.

45% of businesses are creating videos that are less than 1 minute in length. These are most likely intro or explainer videos given the stats above on content types. 25% of businesses are creating videos that are longer than 3 minutes. The longer videos are most likely testimonials, tutorials or support content.

Other valuable stats from the survey:

  • 19% of businesses are creating videos that are between 1 to 2 minutes in length.
  • 11% of businesses are creating videos that are between 2 and 3 minutes in length.

Results

Less than 1 minute in length 45%
3+ minutes 25%
1-2 minutes 19%
2-3 minutes 11%

Source: The State of Video Content Creation in 2020, 50Wheel

Video Creation Pipeline

Results

1 video 45%
2-3 videos 11%
4-5 videos 9%
6-10 videos 4%
10+ videos 31%

Source: The State of Video Content Creation in 2020, 50Wheel

Many businesses are testing water with video this year

There is a strong divide between companies dipping their toes into video marketing and those that are investing heavily in video content creation. 45% of businesses will only create a single video this year.  With 31% of businesses planning to create more than 10 videos in 2020.

More statistics from the survey:

  • 11% of businesses plan on creating between 2-3 videos this year.
  • 9% of businesses plan on creating between 4-5 videos this year.
  • 4% of businessess plan on creating between 6-10 videos this year.

Video Editing

  • Using in-house team
  • 3rd party production agency

Source: The State of Video Content Creation in 2020, 50Wheel

Most companies are making their own videos

80% of businesses are creating their videos in-house using their own resources versus the 20% of businesses that are utilizing a 3rd party production agency to create videos.

The breakdown

52% of businesses are creating their videos in-house using entry-level tools such as iMovie or an equivalent video editing software. 28% of businesses are using web-based video editing software tools to create and edit their videos. 20% of businesses are utilizing Final Cut Pro, Adobe Premier or an equivalent.

  • iMovie or entry-level video editor equivalent
  • Web-based video editing/making software
  • Final Cut Pro/Adobe Premier or equivalent

Source: The State of Video Content Creation in 2020, 50Wheel

Video Distribution

Businesses have diversified video distribution

A majority of companies are investing in video distribution across social media channels, with 60% of businesses posting videos to YouTube as an example. Looking at trends across the results, 16% of businesses are sharing video via email and another 16% say they plan to embed video to their websites in 2020.

Additional statistics from the survey:

  • 22% of businesses post video to Facebook.
  • 5% of businesses post video to Twitter.
  • 16% of businesses post video to Instagram.
  • 3% of businesses have created connected TV or OTT apps

Results

Published on website 16%
Shared via email 16%
Shared on Facebook 22%
Shared on Twitter 5%
Shared on YouTube 60%
Shared on Instagram 16%
OTT/TV Apps 3%

Source: The State of Video Content Creation in 2020, 50Wheel

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