Video Essentials

Small Businesses Are Looking for Employees With Video Skills

The message that small businesses need to get started with video marketing has been heard loud and clear. DIY video company Animoto has released the results of a survey of small business owners and marketers, and the results show that video marketing is very much on their mind of SMBs.

BullseyeIn the next 12 months, SMBs and marketers plan to invest more resources in video, Animoto finds. One way they’ll doing that is buy hiring people who know how to create it: Those surveyed say video marketing is a more desired skill than email, design, or written marketing.

One-quarter of those surveyed feel like they’re behind on video marketing, while 40 percent think they’re at the right place. SMBs are looking to Facebook and YouTube to help them grow, with 44 percent saying they’ll spend money promoting video on Facebook over the next 12 months, and 18.5 percent saying they plan to spend money advertising on YouTube in the next 12 months.

Among SMBs, only 55 percent have produced or outsourced a video in the last 12 months. The figure for professional marketers is 85 percent.

For SMBs looking to get started with YouTube, read’s recent article on how YouTube is making it easy. Under YouTube’s Director Onsite program, you can get a professional crew to shoot your video for free if you commit to spending $150 on ads. It’s a rare bargain.

Over half—55 percent—of SMB owners believe video marketing is now an essential to staying relevant, while 76.5 percent who have tried it say it had a direct impact on their business.

“Social video has become a must-have for businesses of all sizes,” says Brad Jefferson, CEO of Animoto. “While professional marketers are leading the charge in terms of where and how much to invest, small business owners are not far behind. That is a testament to the growing ease and affordability of video distribution on social media platforms, as well as consumers’ inclination towards video content.”

Animoto’s numbers come from a survey of 1,000 small business owners (with 3 to 100 employees) and 1,000 professional marketers in the U.S. For more results, look to the infographic below.



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