Half of marketers donât use video in social media

In a polarising flash poll conducted via the DMA website, members were asked “Do you use video as part of your social media strategy?”

Results indicate that there is a clear divide between marketers in their strategies when it comes to their use of video content. Half of all respondents (47.37%/95 total respondents) reported that currently they did not use video as part of their strategy.

While the results are surprising considering the ubiquity of video (+4 billion videos are viewed per day) on multiple platforms and devices – 60 hours of video are uploaded every minute on YouTube – there are often many real preconceptions surrounding video that put marketers off including:

Perceived cost (services like peopleperhour and Hangouts from Google are rapidly bringing down the cost of quality video production)

Perceived required technology (again, there are fewer barriers to entry – it’s important to realise that not every video has to be ready for primetime – often a quick smartphone video using a tripod is all that is needed).

The best advice is to start small, keep it short, understand the basics (like keyword tagging and correct titling) but ultimately keep it as fun as possible – video needn’t be hard if you go into it with the correct mentality.

Make sure to get in touch with DMA Social Media Council if you if you would like to get involved in future polls.

By DMA guest blogger Paul Armstrong, Founder of Digital Orange Consulting and DMA Social Media Council member