Video-related sessions increased by over 50% since last year, but the focus has shifted. Here are insights captured at INBOUND18 to give you an aerial view of the video marketing landscape.

Video Marketing Adoption: Reflections from INBOUND18 — Video-Related Sessions
Image by Jacob Lund

INBOUND is Hubspot’s annual conference that gathers marketers, entrepreneurs, and martech companies around the globe for a week of collaborative learning, brainstorming, and networking.

For those who couldn’t make it this year, Platform Solutions has created two articles on notable martech insights from the trenches of one of the biggest marketing events of the year.

Stay tuned for part 2 where we discuss the future (and perhaps end) of the marketing funnel.

Less Evangelists, More Experts

Video Marketing Adoption: Reflections from INBOUND18 — More Experts
Image by Matej Kastelic

In 2017, four out of 17 video-related sessions at INBOUND were focused around persuading people that video is worth their attention.

In 2018, there were zero sessions dedicated to convincing attendees of the power of video. Instead, the 26 video-sessions this year were tactical strategies and results for incorporating video as part of the marketing, sales, and hiring practices.

The speakers at INBOUND, all of whom are subject experts, are no doubt attuned to the awareness levels of their audience. Thus, this shift reflects their implicit assumption that evangelizing the power of video in 2018 at a marketing conference is preaching to the choir.

In Everett Rogers’ seminal book, Diffusion of Innovations, he identifies five stages of the innovation adoption: knowledge acquisition, persuasion process, moment of decision (accept or reject), implementation, and confirmation of results.

Video was a top marketing trend for 2018 and appears to be poised for steady growth for next year and beyond. If the marketing community were in the knowledge and persuasion phase last year then, judging by the content of the sessions this year, we have made the transition into the implementation phase.

Multi-Channel Video Promotion Continues to Dominate with Facebook at the Forefront

Video Marketing Adoption: Reflections from INBOUND18 — Multi-Channel Video Promotion
Image by 13_Phunkod

Like last year, social media remains a central point of discussion as the most effective channel to promote videos. These social platforms include LinkedIn, Instagram, Snapchat, Facebook, and YouTube.

Repurposing text-based content to video and creating platform-specific videos continue to be a recurring theme. Additionally, Facebook video remains in the spotlight with multiple sessions dedicated to optimizing video content for its platform.

This tendency to distribute video to multiple platforms is reflected in the product features for video creation platforms. In fact, every video creation platform who is a Shutterstock API partner provides resizing options to make it easy for users to upload across different channels.

For instance, (a Shutterstock API partner and serial INBOUNDer) allows users to instantly resize videos into more than 30 formats. This along with their powerful drag-and-drop editor interface and recently launched video editorial calendar supports’s position as a fast-growing company in the video creator space.

Video Crossover from Marketing to Sales

Video Marketing Adoption: Reflections from INBOUND18 — Video Crossover
Image by VTT Studio

A major deviation from 2017 is the increase in sessions focused on using video content in the sales process. Four out of 26 sessions in 2018 were focused on using video to drive inbound sales whereas there were no sessions dedicated to sales last year.

Unsurprisingly, as a perceptive leader in the martech space, Hubspot also announced a new integration with Vidyard at INBOUND18. The integration makes it easier for Hubspot users to upload videos and track performance across all stages of the buyer’s journey from marketing, sales, to support.

This shift shows that organizations are following marketing’s lead to implement video laterally within internal teams. In the context of recent data showing the increasing demand for personalized content in B2B sales, we can expect to see video at buyer touchpoints beyond the scope of marketing.


With marketers moving from research to execution, continuing cross-platform promotion, and rising number of use cases for video, the video marketing space has surpassed the “Early Adopters’ stage and is on its way to reaching the end of adoption by the “Early Majority”.

Video Marketing Adoption: Reflections from INBOUND18 — Conclusion
A graph representation of the classic innovation diffusion curve showing successive groups adopting new technology (blue) and increasing market saturation (yellow).

As the Early and Late Majority of businesses catch on to video marketing, the need for high-quality video clips will rapidly increase. As a result, more video creation solutions are looking for cost-effective solutions to expand their asset libraries to meet rising demand.

The Shutterstock API delivers more than 10 million high-quality, royalty-free video clips and music tracks natively in video creation platforms. This allows our partners to scale sustainably and meet every user need regardless of volume and specificity.

In 2018, there has been a notable increase in the number of video platforms integrating the Shutterstock API. How can we help your business meet user needs? Schedule a free demo of our API today.

Cover image by Lusine Demirchyan.