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.
plan to expand their use of video
of companies surveyed have 1-5 video professionals on their team
of brands are using and hosting short-form videos
are publishing between 100-499 videos annually
allow users to upload UGC videos to their websites and apps
view video as key for driving purchase and conversions
see video as critical for market awareness
use video to improve product credibility
rely on video to build trust and confidence
Post-production processes are proving to be more challenging than the creation of original video content itself.
cite time and skills needed to edit and ready videos for various channels and devices as their top challenge compared to
who cited video asset creation as the biggest barrier.
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
for brands whose videos took “days” to publish.
of companies surveyed allow users to share videos on their website/apps
harness UGC to improve audience engagement
lean on UGC to provide an authentic user experience
believe they’re good for SEO
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.
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