Insights from over 300 leading tech marketers using video to grow

The State of Video for Tech 2024

2024 is the year, tech and startups across the board embrace the power of video, even brands with the smallest marketing teams and budgets.

What marketing challenges are solved with video?

In 2023, tech marketers primarily used videos to explain their complex products, closely followed by building brand awareness.

This shows that businesses are seeking more connection with their audience by simplifying their messaging and taking care of their brand image.

B2B companies are expanding their use of video marketing. Videos enhance the marketing funnel and directly address challenges like SEO rankings.

So, how do you get on with your video strategy?

Your audience should be your number-one focus.

  • What are the most common pain points?
  • Do they struggle with one specific feature, or do they not know about your product yet?

A compelling video focusing on these two aspects will be the most powerful asset of your campaign.

What marketing campaign strategy can video be part of?

Video is a versatile tool for marketers, supporting campaigns at every stage of the consumer journey.

This year, the spotlight was on social media, where engaging videos proved to be a game-changer, sparking urgency and driving leads, which often translate into increased sales.

With 26% of marketers integrating video into their growth strategies, it has become essential for:

  • Distilling complex product information into digestible content.
  • Crafting a distinct, resonant brand narrative.

Videos have also made their mark in content marketing, serving as a dynamic way to repurpose website content and amplify campaign messages.

Industry Example
Wondering how to boost your social media channels with video? Learn how we empowered a global charity to achieve viral success, garnering millions of views and over 330k app downloads. Access it here.

How to plan your video budget?

The data indicates that full investment in video ads remains rare, with a noted slight decrease in spending. Last year, the majority of companies allocated 26-50% of their marketing budget to video, with 41% in this range. This year, there's a slight dip to 38% in the same range, and 41% of companies allocate 0-25% of their budget to video.

In our experience, videos are often perceived as a significant investment, with unclear expectations regarding ROI. Additionally, video production companies can sometimes lack transparency in their pricing.

To understand more about what influences video pricing, check out our explanatory video!

Video FAQs
How much does a video really cost?
Video share in marketing budget
Find the right type of video to meet your marketing goals and get a high-level estimation on how much it would cost to produce it. Get started here.

How to plan your video budget?

Over 30% of companies are producing more than 10 videos each month, maintaining last year's pace, yet there's a shift towards making fewer videos.

Monthly investment in video content remains consistent, with most companies spending under $5,000, similar to last year's findings.

of marketers create between 0 and 10 videos per month
of marketers create between 11 and 20 videos per month
Video FAQs
What if my budget is under 5k?
How much do you spend on video content creation per month?
Insight from the survey
There's an underlying theme of seeking cost-effective video solutions that deliver high ROI, with some leaders expressing a need for budget-friendly yet impactful video content.

Crafting a strong video marketing strategy

Creating a video marketing strategy from scratch might feel a bit overwhelming, especially if it’s new to you.

To keep things easy, begin by figuring out the why, who, what, and how, and you’ll be on your way to a solid video marketing plan.

It may sound basic, but often, companies see video as a single asset, when in reality it can serve as the cornerstone of their marketing strategy and fuel their funnel from top to bottom.

For example, the first thing you may try to solve with video is brand awareness. As you make a name for yourself in the market, you can also diversify your video content to fulfill more down funnel goals, like educating and nurturing your audience.

In other words, build out a full-funnel video marketing strategy.

Vidico Tip
Storytelling across the funnel is key. Create videos with specific goals of your funnel in mind while covering all the stages where you might catch a person along their journey.
Key questions to ask
  1. Why video: Identify where your video fits in the funnel and the marketing goal it should support
  2. Who is it for? Describe your key persona and what they want on a human level
  3. What is it about? Define the message you want to communicate. Narrow down your topics and formats.
  4. How to make it: Evaluate forming an in-house team vs outsourcing to a creative partner, or opt for a hybrid model for blending both control and scalability.
Real-life example

Enter the long-term video strategy that holds the key to effective communication in the challenging real of tech marketing.

We've teamed up with Spotify since 2020 and put together this compelling case study to break down their approach to video for different segments. These featured videos have redefined the art of user acquisition and retention. Dive in here!

What types of videos will brands produce the most in 2024?

While brand videos continue to be popular, there's a noticeable shift towards product overview videos, highlighting a strategic move from focusing on brand awareness to providing clear product insights.

Moreover, we've seen a 10% increase in the demand for short-form videos over the last year. This trend towards concise, compelling content mirrors current viewing preferences, a shift that's clearly reflected in our latest survey findings.

Brand videos
Product Overview videos
Explainer videos
Short-form videos for social
Training videos
Testimonial videos
Product demo videos
Culture videos

Types of marketing videos to create

Here’s a breakdown of video types by funnel stage and marketing use case to help you choose the right video types for your strategy.

How are tech companies overcoming obstacles to create videos?

In our previous report, we highlighted that budget constraints, skillset, and tight timelines were the top hurdles in video content creation as per marketers.

This year, we've taken a closer look, asking marketers to share the strategies they've implemented to navigate these challenges successfully.

Leveraging tech

In our previous report, we highlighted that budget constraints, skillset, and tight timelines were the top hurdles in video content creation as per marketers.

This year, we've taken a closer look, asking marketers to share the strategies they've implemented to navigate these challenges successfully.

I plan on using an online platform to hire freelancers to handle some of my daily routines as well as implement more AI.


Hiring dedicated video experts or outsourcing to specialized agencies is a growing trend among our participants, addressing the dual challenges of quality and budget.

This approach brings fresh creativity and allows internal teams to focus on their strengths, optimizing resource use and ensuring engaging, high-impact video content.

I will explore options for outsourcing certain tasks or investing in additional resources to enhance the quality of the videos.


Efficient project management is crucial when resources are limited. Our survey indicates a shift towards strategic planning and smart resource allocation in video production.

By focusing on streamlined processes and alignment with marketing goals, companies are maximizing the impact of their video content, even with constrained budgets and timelines.

Prioritize tasks and set aside dedicated time for video creation. Create a schedule or timeline to ensure that you allocate enough time for planning.

How do businesses create videos?

Businesses are evolving their video production strategies, shifting from an all-in-house team approach—preferred by 43% last year—to a collaborative model with external video production companies, now chosen by 47%.

This approach can provide businesses with the benefits of both options - the control and cost-effectiveness of an in-house team, as well as the expertise and creativity of a video agency.

This hybrid approach can be more cost-effective, allowing access to high-quality production without the overhead of a larger in-house team.

This model gained in 2023 over 100% in-house (35%) and 100% outsource (13%).

100% in-house
A combination of both in-house & video agency
100% outsourced to one video agency
Work with different vendors (in-house & agencies)

What motivates businesses to outsource video?

As last year, the first motivation to outsource video creation is the expertise and specialisation brought of video production companies.

External teams bring specialised skills and expertise that complement in-house capabilities, enhancing the quality of video projects.

For 57% of respondents, creative input has become increasingly significant, up from 50% last year. It's clear why: infusing fresh ideas, creativity, and innovation into content is essential for standing out in a competitive landscape.

The motivation for time savings has increased, rising from 48% to 52% over the past year. With AI assistance enhancing expert efficiency, we anticipate this trend will persist into 2024.

How to choose a long-term video partner?

  1. Understanding tech sector: Partner with a studio that not only gets tech but breathes it. They should turn complex jargon into compelling narratives, making your innovations accessible and engaging. Ask for case studies that showcase their ability to simplify and amplify tech messages.
  2. Price predictability and transparency: Demand clear, upfront pricing to avoid any unwelcome surprises. A reputable partner will provide a detailed quote, ensuring you know exactly what you're paying for. Use a checklist of potential costs to ensure all bases are covered during discussions.
  3. Full-service offerings: Choose a partner who can handle it all—from scripting to post-production—freeing your team to focus on what they do best. Inquire about their end-to-end capabilities, ensuring they can manage projects from inception to delivery without unnecessary delays.
  4. Content strategies: Look for a partner that offers more than just videos; seek one that crafts comprehensive content strategies. This should include a variety of formats like cutdowns, GIFs, and stills, ensuring your campaign thrives across all platforms. Discuss how their content can be integrated into your broader marketing strategy, ensuring cohesion and amplification of your brand message.
  5. Flexibility and scalability: Your video content needs might evolve rapidly. Choose a partner with the agility to scale their services up or down based on your project requirements and market trends. This adaptability ensures your video strategy remains aligned with your business goals and market dynamics.
Inspiration: Vidico x Sail Internet
What began as a single project to update an explainer video evolved into an ongoing collaboration for a comprehensive video strategy, including various cutdowns and custom illustrations for use across all marketing channels and funnel stages. Read the full case study here.

What channels deliver the best video marketing results?

For three years, the prime channel has been YouTube. Standing out as a very successful channel, with 45%+ reporting it as their best platform for 'return on ad spend' (ROAS).

A major surprise in this year's trends is Websites making it to the top 3 runners. Websites or landing pages are highly effective, with 38.3% of marketers seeing great success. This shows how important it is to include video content on your most relevant pages as part of your marketing strategy.

When it comes to social channels, Facebook, Instagram, and TikTok continue to show robust engagement with impressive success rates ranging from 30% to 35%, making them valuable for targeting specific audience segments.

Uncertainty remains: Some respondents are still unsure of their video marketing success, suggesting a need for improved tracking to optimize strategies.

Vidico Tip
To boost success rates, analyse your target audience's activity and preferred content per platform. Integrate video content into owned channels such as email marketing. Though not top-performing, email plays a significant role with 31%+ marketers reporting good results.

Top video ad channels by return on ad spend (ROAS)

Video content generally excels on various platforms!

The channels listed here show a low non-success rate, where most respondents share outcomes ranging from minimal to very successful.

That said, it's good to remember that success isn't guaranteed, and various factors can influence how well a video performs.

Some of these factors include the quality of the content itself, the target audience, the timing and frequency of posting, and the use of effective marketing strategies.

Understanding the strengths and limitations of each platform can help optimize the success rate of your video content. For example, Instagram may be better suited for short-form videos while YouTube may be more suitable for longer, informative content.

Video distribution best practices

Aim to create the optimal mix of owned, paid and earned media.

Owned media

With the lowest barrier to entry and most control these channels are a no-brainer.

Website & Product

  • Place the video above the fold in your most relevant website pages and in-app screens.
  • Embed the video in relevant blog articles or link back to your videos. If suitable, test adding them to your help centre or chatbot.

Social media

  • Create cutdowns from your videos with ratios that fit perfectly for each social platform.
  • YouTube: use titles, descriptions and tags optimised for search results. Use a tool like VidIQ to help you optimise for SEO.

Email marketing

  • Create an EDM using an animated GIF preview that links to a landing page hosting the video itself. 
  • Review your onboarding and nurture cadences. There’s a high chance they’ll benefit from an engaging GIF that links to your video.

Paid media

Discover the messaging and pain points that really hit the nerve.

YouTube ads

  • Test content targeting with a list of at least 200+ relevant videos and YouTube channels that your target audience may engage with. Be as contextual as possible.
  • Test, test and test. From different thumbnails to video lengths. 

Social ads

  • Use subtitles across social and when possible go with a square or vertical ratio.
  • Aim for an UGC or Lo-Fi style.
  • Test boosting your employee posts on Linkedin if your targeting a B2B audience.

Earned media

If you focus on quality from the get go, your earned media strategy may largely run itself.


  • Encourage social sharing across your owned channels.
  • Encourage social sharing across your owned channels.
  • Incentivise relevant influencers and creators with a free account or content exchange.
Industry example
Chilli Piper features their video with a big play button. They get that great copy and images along won’t do the trick.
Vidico Tip

Use insights from your best organic content to enhance your ad campaigns, and vice versa. Embrace repurposing by turning your standout content into compelling videos.

How do companies measure video success?

Marketers prioritise engagement metrics when it comes to video. This shows how crucial it is to create content that grabs and holds the audience's attention.

Nearly half also track lead generation and traffic KPIs reinforcing video{s effectiveness in driving actionable outcomes like conversions and direct or branded search traffic.

A third of marketers measure video success through brand perception metrics like brand recall and uplift studies, recognising video's role in building long-term brand strength.

The use of diverse metrics indicates a holistic strategy. Marketers are integrating multiple KPIs to gain a complete view of their video's impact.

Vidico Tip

Aligning your video’s performance with marketing goals to prove ROI can be a tough nut to crack. Learn what video metrics are, and how they can inform and measure your strategy success here.

Video KPI

By keeping an eye on these metrics, you'll be armed with all you need to tackle the "ROI of video marketing" question.

That said, checking video performance isn't just about KPIs — it's about moving forward, gaining insights, and getting better.

The valuable insights gained from evaluating video impact at various funnel stages will guide the ongoing process of experimentation and learning.

This will drive a cycle of growth where each video serves as a building block toward a deeper grasp of your audience and more engaging campaigns.

Video FAQs
Understanding the ROI of video marketing

How will tech businesses use video in their marketing strategy this year?

79.34% of respondents plan to have a higher budget for video in 2024. How are they going to use this budget? Here are 8 trends to think about:
  1. Social spotlight: Videos that spark conversations and turn heads... Whether it's TikToks, reels, or thought-provoking posts, it's all about making a splash where your audience loves to hang out.
  2. Content Types: Unleash a medley of video content —from heartwarming customer testimonials to razor-sharp product demos. There's a story for every corner of your campaign, ready to captivate and convert.
  3. Teach and engage: Use videos to educate, turning tech complexities into inspiring stories that encourage deeper exploration.
  4. More testimonials: Let your happiest customers do the talking with testimonials that resonate with authenticity. Their real-world stories build a bridge of trust and credibility, inviting others to join the journey.
  5. Strategic integration: Many responses highlight the importance of strategically blending video into wider marketing efforts, supporting goals from raising awareness to driving conversions.
  6. Innovating: Some leaders are exploring new, interactive video formats to capture attention and enhance engagement, indicating a push towards innovation in video content.
  7. Brand storytelling: Videos are being used to convey brand values, missions, and stories, underscoring the role of video in building a strong brand identity.
  8. Platform focus: Marketers are fine-tuning videos for LinkedIn, YouTube, and exploring TikTok, aligning content with each platform's unique traits for better engagement.
Video marketing needs in 2024
Higher than in 2023
Same as in 2023
Lower than in 2023

You need to keep in mind that the current mind-blowing clips you’re watching, is essentially Open AI’s public “v1” of the product. Right now is the worst the product will ever be.

Michael Pirone
Vidico’s Co-Founder
Read Michael’s insights on Sora

Will AI replace video experts?

For nearly half of respondents, AI isn't just another tool—it's a game-changer for making videos.

But will AI run the whole show? We don't think so. AI in video production is all about giving pros a boost, not taking away jobs.

Creative focus

AI streamlines routine tasks, freeing up video teams to dive deeper into the creative aspects of their projects, from storytelling to visual design.

Brief and script draft

AI can assist in drafting briefs and scripts, quickly generating outlines and narratives based on key themes, significantly speeding up the pre-production phase.

Faster turn-around

By automating editing and post-production tasks, AI enables faster project completion, helping companies meet tight deadlines and respond quickly to market demands.

Complementing expertise

AI tools enhance the video production process but don't replace the nuanced expertise and creative taste of professionals, serving instead as a powerful aid in their toolkit.
Yes, it will comp
Yes, but not to a
No, it won’t change
I’m not sure


The use of video in tech will grow significantly in 2024 and beyond.

  • 💪

    Unlocking brand potential

    Over 40% employ video to effectively communicate their offerings and strengthen brand awareness.

  • 💰

    Investing in visual excellence

    52% of tech companies allocating over $5,000 monthly to video production. Meanwhile, 27% maintain a budget between $1,000 and $5,000 per month

  • 🤝

    Creative collaboration

    47% collaborate with video production specialists to leverage their creative expertise.

  • 🚀

    Unveiling SaaS marketers' power trio

    SaaS marketers best performing channels for video content include YouTube, Facebook, and company websites.

  • 🎥

    Strategic video integration

    79% of tech marketers are strategically incorporating video into their campaigns for enhanced performance.

Kickstart your video strategy effectively

To reap the sweet ROI of video, start with the basics: Your goals, your audience, your channels and key messages.

  • Opt for a long-term video strategy: By planning your video content with a full-funnel approach, you'll be able to optimize production costs, make the most of your creative collateral, and strengthen your brand positioning.
  • Focus on quality over quantity: High-quality videos enhance your brand's credibility. An it doesn’t necessarily mean high production costs. It's about clear messaging, strong production values, and engaging content.
  • Adopt a hybrid production process: Combine your in-house team's product and brand knowledge with the creative expertise and high production values of production companies. This allows for flexibility and creativity in your video content creation process.
  • Embrace repurposing: Trim your long-form videos, play around with different channels, and transform your existing static gems into fun, bite-sized videos.
Thank you, from Franky.

We hope this report sparked new ideas and equipped you with actionable insights to level up your video marketing game.

If you’re still craving for more, give our VidiFit quiz a try! Uncover recommendations and find out how much a top-notch video could cost.

Franky , Lead Talent
The State of Video for Tech 2024 What marketing challenges are solved with video? What marketing campaign strategy can video be part of? How to plan your video budget? How to plan your video budget? Crafting a strong video marketing strategy What types of videos will brands produce the most in 2024? Types of marketing videos to create How are tech companies overcoming obstacles to create videos? How do businesses create videos? What motivates businesses to outsource video? How to choose a long-term video partner? What channels deliver the best video marketing results? Top video ad channels by return on ad spend (ROAS) Video distribution best practices How do companies measure video success? Video KPI How will tech businesses use video in their marketing strategy this year? You need to keep in mind that the current mind-blowing clips you’re watching, is essentially Open AI’s public “v1” of the product. Right now is the worst the product will ever be. Will AI replace video experts? Summary Kickstart your video strategy effectively Thank you, from Franky.
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