The rise and rise of video

It’s no secret that video the most effective way to speak to and engage an audience. Brands are investing in video marketing in recognition of how today’s customers prefer to consume content.

Research shows that video is still gaining momentum with people using devices and more, and the enthusiasm for video is higher than ever. An audience is more likely to remember a video ad on a desktop or mobile device. Youtube state that they reach more 18+ year olds during prime-time TV hours than any cable TV network.1 Massive open online courses are surging because video can offer easy engagement that isn’t possible with textbooks.

Why is video so effective for delivering content? Here are five good reasons…

  1. Video is the path of least resistance
    A fundamental advantage of video in content-marketing is the way humans are hardwired to process information. The human brain seeks the path of least resistance and is designed to process and respond quickly to moving images and sound — it’s possible you’ve seen the quote of ’humans process visuals 60,000 times faster than we process text’ — so it stands to reason that complex emotions, messages and ideas are more efficiently conveyed through video.

  2. Video builds trust
    Humans respond best to other humans; human faces and human voices, it makes us feel at ease. With the exception of in-the-same-room, face-to-face communication, video trumps all other medium when it comes to evoking emotions, building trust and delivering authentic content and messaging.

  3. Video tells a story
    We know the human brain processes moving pictures and sound much faster than the written word. This enables video to portray much more complex and emotive stories in a simple, engaging way. The audience can more easily become immersed in the story: remember that delivering via the path of least resistance (video), will mean that the story is more memorable, or ‘sticky’.

  4. Video levels the playing field
    Up until relatively recently, video was an exclusive tool for big organisations with bigger budgets. This is not the case today. Fast-paced technological advances have ensured lower prices for high quality equipment, placing the potential for video capabilities firmly in the hands of virtually any business or organization, large or small.

  5. Video is searchable and measurable
    It’s been a while now (date) since Google started to include video in their search results — with well over half of all keyword searches returning at least one video — and they reward video content with higher rankings than content without. Video’s popularity means that detailed analytics are readily available via third party services. Measuring and monitoring video performance can help to fine tune the messaging and marketing efforts.

In summary
Video is an accessible, powerful content marketing tool that can embody a brand’s voice, engage audiences, evoke emotions, create powerful memories, and unify a company — all in less than the time it takes to make a coffee.

Talk to us about video, we’d love to hear from you.

¹ Source: Google-commissioned Nielsen study.