A new study shows that 87% of marketers say video ads have had a positive return on investment (ROI) in the last 12 months.

A person who won't read has no advantage over one who can't read. - Mark Twain

The results of Capterra's latest study on social media video marketing and why it's so important for businesses have been made public. Capterra is a top site for searching for B2B software. According to the report, most marketers who use video ads (87%) think that their company had a positive return on investment (ROI) in the past year.

The survey, which got responses from 255 Australian marketing professionals or executives, also found that brands plan to spend 10–20% more on video marketing in 2023. 21% of the people polled said that video marketing takes up between 21% and 30% of their company's total marketing budget. More than half (54%) also think that their companies will spend more on marketing in 2023 than they did in 2022.

The study shows that adding video content to your social media marketing strategy has many benefits. Of those surveyed, 63% said that being able to reach a younger audience was the most important. The biggest problems, though, were "posting consistently" (58%), "getting followers" (52%), and "making high-quality content" (47%).

58% of the people who answered the survey and work with organic video content said they use testimonials from influencers, which can help with these problems. The survey also found that 78% of the people who answered said that their product or service had been featured in a positive way in an influencer's social media video without any kind of partnership.

Laura Burgess, a Content Analyst at Capterra Australia, said, "Marketers may find it helpful to use social media in their video marketing strategies to take advantage of the power of visual content. Influencers can help companies that are on a tight budget promote both free and paid video ads.

"Influencers have built trust and credibility with their followers, and their unique points of view could lead to interesting video ideas. Customers are most affected by the look, tone, and length of a video ad. Influencers can bring creative ideas to the table to grab the viewer's attention and, potentially, increase product sales.

On the Capterra Australia blog, you can read the whole thing. In the second part

of this two-part study, researchers look into whether or not Australian companies use AI tools to make videos.

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