In 2015, 33% of video marketers said their videos gave them a positive ROI. Today, that number has skyrocketed to 89%. This consumer-driven trend is marching us into the new decade. Here’s everything you need to take your video marketing to the next level.

Why the change? People love video. In 2019, the average person watched about 84 minutes of video per day—which is nearly 20 minutes more than the average from only one year prior. This growth is expected to continue.

The next generation of consumers wants impressive digital media, and popularity favors the companies who stay ahead of the curve. Read about the latest trends in our white paper.

According to HubSpot, 85% of video marketers use YouTube, and almost the same number use Facebook. These figures make the market seem saturated—but there is plenty of room for new arrivals on different platforms. Since current consumers want to feel unique and valued, Instagram is quickly becoming one of the most dominant channels for video due to its personalized experience. Users can follow the brands they like and get often-exclusive access to video updates via the Stories feature.

Another surprisingly successful video platform this decade is LinkedIn, which is emerging as a great tool to engage buyers. There isn’t much of a gamble for companies—almost 90% of LinkedIn video marketers say it has been effective for building relationships with customers.

The biggest takeaway from these shifts in video use comes down to personalization. Businesses should prioritize targeting specific audiences—because 72% of consumers say they will only engage with messages that are personalized. Data like cookies, IP addresses, platform usage, and other metrics can help you decide where your audience is, what they like to see, and how they break down into subcategories. It will take time, but it will make your efforts worthwhile. Don’t fall behind your competitors; adopt these video marketing best practices today.