The importance of video content

The importance of video content

Written by Natalie Walker

With the rise of social media and online streaming services, it’s no wonder 97 per cent of marketers are saying that video is helping consumers gain a better understanding of products and services. This is making it increasingly important for video to be included across all aspects of a strategy.

Here I’ve explored the power of video as a marketing tactic across several platforms above and beyond the conventional text and image format.

Video is the future for consumers

54 per cent of consumers want to see more video content from brands and businesses they engage with, which supports Cisco’s prediction that online videos will make up more than 82 per cent of all consumer internet traffic. If this is achieved, video content online will be 15 times higher than in 2017.

Why, you ask? Video is considered to be high-quality, versatile and engaging content which tells a better story that can be shared across multiple platforms.

Video delivers better messages

When watching videos, viewers tend to retain approximately 95 per cent of its message in comparison to 10 per cent when reading it in text format.

This adaption to video is a reflection of consumers’ busy lifestyles and the need to be able to access content in an easy way, while still digesting the information which has seen more than 72 per cent turn to video to learn about services and products.

Short videos create more shares

When comparing moving visuals to text and image content on social media, videos generate 12 times more shares.

Videos make great storytellers and with 3.2 billion daily users active on social media, these platforms are marketers go-to arenas for sharing their content. But there are further guidelines to ensure they can make the most out of their audience.

For example, almost half of viewers stop watching a video within one-minute, which has led to great success with short and sweet videos as those with a length of two minutes receive the most engagement.

News-related video clips

Not only has research suggested that consumers learn about products and services from videos, but people are also accessing their news through video.

According to research by Ofcom, watching news-related clips is the third-highest way of accessing news through the internet, allowing consumers to stay up to date with events in short, snapshot videos.

More multimedia in PR

As print becomes less important to news audiences, telling stories through other avenues has become essential.

Research conducted by Cision suggests 51 per cent of UK journalists are using multimedia in their news to generate better stories while also encouraging PRs to issue infographics and video alongside a press release.

Many said they would use multimedia sent to them as long as they meet high-quality journalism standards.

Need help with your video content strategy? Our team has a wealth of experience in devising and creating multimedia strategies across a wide range of sectors, delivering clients the success they’re after.