But how-to and educational videos were not far behind. Marketers were also investing in branding videos that tell a story about their company.
Magisto's survey underscores the sheer variety of content marketers are now creating for potential customers. That's an understandable outcome, given that advertisers are moving away from metrics historically used in tandem with traditional media marketing—such as brand recall and cost per acquisition—to gauge the effectiveness of videos on social media.
Instead, these marketers are relying foremost on organic social engagement as a key performance indicator (KPI) for social video, Magisto found.
In addition, a substantial number of marketers are measuring things like length of engagement and cost per view to decide how their videos are faring on social platforms.
Marketers are not limiting their social media video efforts to simply creating content, either. An April survey of marketers from cloud-based video creation company Animoto found that at least half of them planned to increase video ad spending on each of four —Facebook, YouTube, Twitter and Instagram—over the coming year.