Video has grown in importance for marketers over recent years, fuelled by the growth in more sophisticated smartphones, greater mobile penetration, improved download speeds and a wealth of distribution platforms in the form of social media. This is reflected in research by Wyzowl, showing that the number of businesses using video as a marketing tool has increased from 61% in 2016 to 85% in 2020.

The importance of the medium has been accelerated by the Covid-19 pandemic, providing an effective means of continuing to work, play and communicate at a time when face-to-face meetings have been severely restricted. The challenge has opened businesses’ eyes to its untapped potential, spawning greater creativity.

But while video is impactful, and now much more accessible for even the smallest budgets, it demands a comprehensive strategy that delivers on a brand’s wider purpose and supports existing content marketing strategy. One part of that strategy is measurement.

This briefing is taken from Econsultancy's Online Video Best Practice Guide.

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