In 2021, companies are adapting to find new ways to reach consumers in an unprecedented
era. While some businesses are choosing to pull back, investing in successful marketing right
now could give others a lasting lead ahead of competition. Research has shown that not only is
video marketing becoming an increasingly effective tool, the global pandemic has made it more
constructive than ever. Now is a critical time to integrate video marketing into your strategy.
Since the beginning of the outbreak, consumers are taking in more content online than they
ever did before. With increased time at home, digital content has also become a substitute for
the face-to-face interactions many have omitted from their daily lives. It is a unique opportunity
for companies to capture consumer’s attention at home. Studies have shown around 38% of US
consumers are currently more likely to engage with advertisements as they are using their
increased screen time to explore new brands.
As video marketing becomes more influential and available to consumers, it has transitioned
into an expectation. Individuals are now likely to search for video content when seeking out
information on new products in the digital age. Additionally, as readers are constantly
bombarded by images online, a video is not only more eye catching, but more likely to reach an
audience to begin with. While social media algorithms continue to evolve, video content
consistently comes out on top.
As video equipment and editing tools continue to improve, brands can create greater quality
content at a more affordable price. Easily accessible video production makes it possible to
customise content to best fit a brand’s style and to be most attractive to their specific customer
base. As smartphone users increase and people are consuming more content on the go,
audiences prefer to watch videos on mobile devices over reading text. A 2020 survey showed
people are twice as likely to share video content than posts, articles, or product pages.
In the same survey, when asked how they prefer to learn about a product or service, a majority
66% said they prefer to watch a short video. Videos are also a great way to improve a site’s
SEO. Compelling content on a company’s site generates more traffic and impels consumers to
stay longer to watch. Both of these will improve a site’s search ranking.
Video marketing is also a substantial way to build an authentic connection between a brand and
it’s audience. Consumers are more likely to build a relationship with a business when they can
relate a human face to the company. A video can convey emotions, tones, and gestures in a
way that text cannot. All of these things help a brand gain trust with patrons.
It is not surprising that video marketing is successful. Vision is the dominant sense – our brains
process and retain images much better than text. When consumers want to know what a
business can offer them, a video can convey information quickly and in a more convenient and