Videos engage, build trust, and convert. So why isn’t video more prevalent?

Videos’ ability to drive engagement and online sales is undisputed. Yet, many brands continue to struggle to deliver as much video as they’d like to. We partnered with independent research firm, Researchscape International to survey 303 web developers, marketers, and other business leaders to learn why.

REQUEST A DEMO

81%

plan to expand their use of video

34%

of companies surveyed have 1-5 video professionals on their team

78%

of brands are using and hosting short-form videos

23%

are publishing between 100-499 videos annually

69%

allow users to upload UGC videos to their websites and apps

54%

view video as key for driving purchase and conversions

65%

see video as critical for market awareness

68%

use video to improve product credibility

78%

rely on video to build trust and confidence

Paul Smith boosts
video-enabled sales by 45%

Top Challenges

Post-production processes are proving to be more challenging than the creation of original video content itself. 

58%

cite time and skills needed to edit and ready videos for various channels and devices as their top challenge compared to

46%

who cited video asset creation as the biggest barrier.

Ease Matters

49%

of respondents who reported being able to publish videos in “less than an hour” said they were “completely likely” to expand their use of video compared to

24%

for brands whose videos took “days” to publish.

The Power of UGC

69%

of companies surveyed allow users to share videos on their website/apps

79%

harness UGC to improve audience engagement

63%

lean on UGC to provide an authentic user experience

44%

believe they’re good for SEO

Atmosfy Delivers UGC
Video at Scale

LEARN MORE ->

Methodology

The Cloudinary Global Video Survey was conducted by independent research firm, Researchscape International, and polled 303 web developers, marketers, and other business leaders in 15 different countries surveyed online between February 27 and March 12. To qualify for the survey, respondents’ organizations had to host at least 10 videos; IT roles had to be in business analytics, e-commerce, or web/app development; software developers had to focus primarily on the web.

Ready to harness the power of video with Cloudinary?

Contact Us