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  • Loreta Tarozaite

Why use video as part of your content strategy

Video is the best form of engagement

Video marketing has not just increased in popularity in recent years, it has become a norm for all brands. According to a report by HubSpot Research, consumers are standing by this as well — more than 50% state that they want to see videos from the brand or business they support. Videos are also known to boost website placings on the Google search algorithm. By adding a video, chances of getting on the first page of Google’s search listing increase tremendously.

According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.

Video has completely taken over social as well. Out of the top six channels global consumers watch videos on, four of them are social channels. If brands want to engage their consumers and potentially have an edge over competitors, videos are now an essential aspect to be integrated into communications and content strategy.

In addition, confined in their spaces, everyone turned to video for entertainment. It was in March 2020, when lock downs began, that some of the major media and entertainment companies Warner Media and NBC Universal launched online content subscription based platforms HBO Max and Peacock.

Why is video marketing effective?

Be it documentary style video storytelling, explainer video, video online course or video blogs - it is clear that video captivates and engages because of its visual appeal. It is also easily and readily accessible on any device. Consumers also feel it is important to see a video when shopping for specific items online.

In Brightcove’s 2018 Video Marketing Survey, 76 percent of respondents share that they have purchased a product or service after watching a video.

If video content is placed strategically alongside targeted messaging in a sales funnel, it is highly likely to increase the bottom line.

The COVID-19 pandemic has also accelerated video marketing. At the same time, digital commerce took off as new customers turn to the online marketplace for their shopping needs.

Video content increases sales conversion

Companies are making a shift towards video in their marketing strategies. According to a survey by Biteable, 68% of marketers say video has a better return on investment than Google Ads.

Video marketing is no longer a fad but a key tool be included in communications and content strategies. What’s more, with the creative flexibility in videos, brands are able to communicate any narrative and messaging through the versatile medium.

The demand for video content is increasing and with increasing digitization in the COVID-19 new normal, it is likely to continue growing strong.

If your brand has not been incorporating video into your content strategy, it is definitely time to add it to your list of focus areas for the upcoming years.


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