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Top 5 Video Marketing Challenges in 2022 [New Data]

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Top 5 Video Marketing Challenges in 2022 [New Data]

Video marketers report that it offers the highest ROI of any media format, but those who use it still face challenges with the strategy.

The HubSpot Blog Video Marketing Report surveyed 500+ video marketers and asked them about their top challenges, and we’ve compiled them in this post. Read on to learn what marketers are dealing with and how to overcome them in your strategy.

Top Video Marketing Challenges in 2022

The top five video marketing challenges are:

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  1. Lack of time to create video content.
  2. Difficulty creating an effective video strategy.
  3. Inadequate budget to create video content.
  4. Difficulty with the video creation process (producing, filming, editing videos).
  5. Lack of content ideas.

graph displaying the top video marketing challenges faced by video marketersLet’s go more in-depth into each of these challenges and how you can address them if you also struggle with them.

1. Lack of time to create video content.

Marketers wear many hats and create multiple different types of content on multiple channels, so it makes sense that finding the time to balance everything can be a challenge.

As a result, it’s no surprise that lacking time to create video content is the top reported challenge for video marketers. When it comes to a lack of time, they also note that the most consuming part is pre-production, which involves coming up with ideas, writing a transcript, casting, etc.

One of the best ways to remedy a lack of time to create video content is to have an effective video strategy.

2. Difficulty creating an effective video strategy.

A video strategy can be crucial to success for video marketers. Still, those who already leverage the format say that it is the second most challenging part of video marketing.

If you’re hoping to overcome this challenge, the process for creating a video marketing strategy is similar to all others: identify your target audience, align with relevant stakeholders, create timelines and budgets, choose distribution channels, develop messaging, and decide on how you’ll track success.

Marketers say that some additional factors to consider when creating your strategy are:

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  • How you’ll effectively promote your video content.
  • How you’ll capture attention in the first few seconds.
  • How you’ll keep your videos short and concise.

graph displaying effective strategies for generating leads from marketing videos

3. Inadequate budget to create video content.

A video marketing budget accounts for everything that goes into the video creation process, from storyboarding to promoting your videos to get a high ROI.

If you’re having trouble coming up with a budget, here is how marketers often break down theirs:

  • 24% is dedicated to production,
  • 20% is dedicated to pre-production,
  • 20% is dedicated to post-production.

video marketing budget

4. Difficulty with the video creation process (producing, filming, editing videos).

Our survey found the following tips from marketers when it comes to the video creation process:

  • Investing in your own video equipment is worthwhile in the long run, as 62% of marketers who own equipment describe the creation process as “easy.”
  • The most popular video editing software is Adobe Premiere Pro.
  • 44% of marketers use an iPhone as their primary camera for video content.

Some other ways to make the video creation process run more smoothly are to create a script and prepare your shot list, organize your studio ahead of time to ensure you have everything you need, and prep talent by giving them the script ahead of time.

5. Lack of content ideas.

29% of marketers say that a lack of content ideas is a significant marketing challenge. Here are some high-quality and effective content ideas if you’re struggling with the same issue:

  • Content showcasing products or services has the highest ROI, according to marketers who use it.
  • Content showcasing your brand’s values is the second most leveraged type of content and the second most effective at generating leads and engagement.
  • Trendy content related to cultural moments and news stories gets significant engagement.
  • Relatable content is on the rise for the newest investments in 2022.

Consumers like watching videos, so meet them where they already are.

Consumers’ habits clearly show that video is a top-consumed and enjoyed media format. As a result, overcoming the common video marketing challenges will help you meet audience demand, generate engagement, and leave a lasting impression.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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