The rise and rise of video [Updated for 2021]

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.

Is video marketing effective?

It’s no secret that video is now 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 has 2 billion active users worldwide. Massive open online courses are surging because video can offer easy engagement that isn’t possible with textbooks. Many meetings are now held virtually via Zoom or Teams.

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 media 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 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.

Where to use video marketing

Video is everywhere. No longer just on hosting sites such as YouTube, video is prevalent on social media, landing pages, blogs and ecommerce product pages. They can take many forms. From recruitment videos showcasing company culture to live streams of a product launch. Here are some of the most popular