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I hate this oft-mentioned stat: "80% of the content consumed on the web in [insert year here] will be video."

It suggests that you should stop everything else and transition toward video.

It suggests that attention (casual viewing in social feeds) is more important than intent (researching relevant articles or videos.)

As most of you know, things are rarely this absolute. There's always nuance.

So, we decided to reach out to a bunch of marketers to learn how they decide which format works best.

As you'd expect, there's a lot to consider, so I'll leave it to those in the trenches to share the details.

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