Sizing up the Market to Elevate Your Market Position

Project Summary

In 2014, video took over the Internet and became one of the most popular mediums for business and personal communication. However, at this time, video was thought to be complicated, expensive and time consuming to create. Magisto’s goal was to show small to medium businesses that video, a notoriously expensive and complicated marketing tool, was not only available to them but also the kind of authentic medium that would appeal to millenials. But small businesses are famously hard to reach. .

We positioned Magisto as the leader in ‘social video marketing’ for entrepreneurs and small to medium businesses. We designed a series of surveys which pinpointed the main struggles of video marketing, how some were succeeding and/or failing, and implications for the future. We cross-referenced the data by business size and age group to pull out trends from each.

As we thought, there was a widespread belief that video was too expensive for entrepreneurs and SMBs to outsource, and too complicated and time consuming for them to produce in-house. But the data also hinted at a continued increase in the usage and opportunity of video, as well as its popularity amongst consumers. By breaking the data out by different groups, we found that millennials and medium- sized businesses were each leading the adoption and implementation of video in their marketing strategies through certain tactics and skills. The research secured over 90 media placements, with over 150 million impressions, and was used to place 14 bylined articles in relevant industry and national outlets. If you type “SMB video marketing” into Google, Magisto’s research will be a top result.


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