In the last few years, we’ve seen a tsunami wave of video content flood the Internet. Buoyed by the Pandemic and the rise of even more video-friendly platforms (hi, TikTok), video is ever-present in our lives. In fact, according to Wyzowl research, consumers watch an average of 19 hours of online video per week. (That number has doubled since 2018 and is only expected to rise.) With all that video streaming on devices and platforms, there are more opportunities than ever to reach your audience. What does this mean for brands? If video marketing isn’t a part of your content strategy, you may be missing out.
5 Reasons Your Brand Should Start Video Marketing
Whereas video was once the domain of global brands with huge budgets, video marketing has become an important channel for even the smallest of businesses. (Who hasn’t found a small business they love on Instagram?) And it will only become more valuable as more platforms emerge.
86% of businesses use video as a marketing tool.
—State of Video Marketing 2022 (Wyzowl)
What makes video so great? Here are five key reasons.
1) Video is easier to consume.
Video is one of the most popular mediums for a very specific reason: It is easy to consume. Because it delivers information via both visual and audio channels, our brains can process the information easily and passively. (This is why we tend to go down the rabbit hole of video on the Internet.)
This is also why the majority of consumers prefer video over all other formats. At a time when people are on-the-go, short on time, and eager to get info as quickly as possible, video isn’t just a nice way to tell your brand story—it’s a practical tool to do it.
For brands, the power of video is remarkable. A 2015 Facebook/Nielsen study measured just how much effect video had on three core metrics: ad recall, brand awareness, and purchase consideration. The results were impressive.
Even if a consumer watches a video for under 10 seconds, the video still helps increase brand awareness and purchase intent.
—2015 Facebook/Nielsen study
Tip: No matter how seemingly boring a product or service is, a good video can grab (and keep) viewers’ attention. See what you can learn from these 15 B2B brands that mastered video marketing.
2) It’s in your audience’s pocket.
As Amazon Ads Senior Account Executive Frances Sinclair says, “Today’s mobile device is like a Swiss army knife. It has many functionalities.” When it comes to online video, this is especially true. We already know that mobile use has exploded over the last decade, but post-Pandemic, mobile video streaming has increased 32% globally (according to Data.ai’s State of Mobile 2022 Report).
What does that mean for marketers? You have an instant line to your audience anytime, anywhere. And don’t forget that online video is a round-the-clock machine. Your business might be closed on weekends, but your consumers are still connected.
Whether it’s an Instagram video ad, a TikTok filmed in your office, or an explainer video on your website, telling your brand story through video is one of the best ways to stay connected to your audience.
3) More video platforms are popping up every day.
New tech has made everything about video better: the devices, resolution, streaming services, etc. You can watch a show on Apple TV, look up a video on YouTube, and peruse TikTok—simultaneously.
When our agency first started, Instagram couldn’t even support video. (In fact, it had barely been invented.) Now, every platform has evolved to incorporate video, and new players are showing up all the time. From Snapchat to TikTok, it’s clear that video is the unequivocal king of the content future. That said, core platforms like YouTube continue to demonstrate their value.
Consider YouTube’s reach alone. It has more than 2.3 billion users—that’s ¼ of the world’s population. And on mobile, the average YouTube viewing session is more than 40 minutes.
70% of people say they bought a brand as a result of seeing it on YouTube.
Note, too, that as video grows, platforms are adapting to deliver an even better video experience. Things like auto-captions make it easier to create videos that speak to an even larger audience.
Tip: If you’re not sure which platforms your audience is on, see our guide to find your audience. Then you can tailor your video content accordingly.
4) People love sharing video.
There are many reasons why people share content with their networks. When it comes to video, ease is a main driver. Because online video primarily lives on social platforms, it is easy for consumers to share videos in a click. (Think of how many videos you probably received or saw in someone’s feed even in the last week.)
People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.
For content marketers, giving your consumers the content they want in the formats they prefer is crucial to make immediate connections—and increase brand awareness when they share it. The more you serve video across your most important touchpoints, the easier it is to tap into your audience’s larger communities.
88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
—State of Video Marketing 2022 (Wyzowl)
Tip: Just because you produce a video doesn’t mean it will be interesting to your audience. Consumers want content that speaks to them and provides value in some way. Generally, they want video that falls into one of three categories (ideally all): engaging, informative, and entertaining.
5) You can create more types of video marketing than ever.
Video has always been popular, but in the wake of the Pandemic, it became the go-to medium to stay connected with the world. From virtual conferences to virtual dates, people are more accustomed to interacting with–and through—video than ever before. Simultaneously, tech has evolved to give us more creation tools than ever.
Tip: You don’t need a million-dollar marketing budget to create good brand video. Here are 6 clever ways brands have made remote video work for them.
How to Start Video Marketing
Good brand video starts with a strong content strategy. If you haven’t documented yours, start with our content strategy toolkit to ensure your video ideas will help you achieve your brand goals. From there, you should…
- Assess your resources. There are all sorts of ways to produce video, but it does require a certain level of knowledge, skill, and resources. If your team has the knowledge, follow these tips to tell good brand stories through video marketing.
- Call on the pros. Whether you’re producing a motion graphic or a live-action video, there are plenty of moving parts to master. If your team doesn’t have the bandwidth, see our tips to find the right video agency for you, and find out how to make the most of your working relationship when you find the right video agency.