In recent years, traditional forms of marketing have become less effective in comparison to when producing video content. With the huge rise in video platforms such as YouTube and TikTok, marketers are realising the importance of utilising visual aspects of promotion leading many to propel it to the core of their marketing strategy.


Video content has revolutionised the way we view marketing today. Whether you’re producing a video marketing campaign for social media or general website content, video content is what will set digital marketers apart from competitors. 


For those who are unfamiliar with creating video content, you are probably wondering why is video marketing now the best tactic for businesses. In this article, we discuss the reasons why video marketing is essential in 2021.


Attract valuable attention 


Capturing attention is the most essential factor in a successful marketing campaign. If you’re not engaging with a user, they are most likely going to bounce away from the post or website page within seconds. We live in a time-poor generation that waits for no one, and if your message isn’t clear, concise and at least a little bit exciting, be prepared to sacrifice potential leads. 


The ability to capture the audience’s attention within a matter of seconds can be tough, but a video is a way to entice a user into staying for longer. The first few seconds of a video can make or break the opportunity to make connections but if compelling enough, you will find that an authentic, high-quality video will take the lead over imagery and text. 


Social media leads the way 


After the last 18 months of the unknown, brands have drastically changed the way they interact with consumers. 91% of marketers believe that video content is now more important during the pandemic, which goes hand-in-hand with 96% of consumers believing that the amount of video content they consumed in 2020 increased due to the pandemic. 


Despite the video being incredibly engaging, not all videos will perform as well as you might hope on social media. Optimising videos to fit the preferences of users will encourage them to watch and engage with the content. It can vary from platform to platform, and you’ll notice that platforms like Facebook prefer videos that are two to five minutes long, whereas Instagram users might not watch any further than 30 seconds in. 


Gain trust 


The best connections you can make in marketing are based on trust and value. When you build a solid foundation with consumers, they will carry a positive representation of your brand and shout to the masses. Creating videos will add a human touch to your brand.


Videos will tell a story about your brand that evokes emotion in the viewer. Running a clever campaign will ensure that you can still promote your products or services without seeming like you’re forcing sales, but rather supplying enjoyable content that excites the consumer. The more you show, the more trust you can gain.


Let consumers gain an understanding 


94% of video marketers say video has helped increase user understanding of their product or service. Producing video content to further explain a product or to support a campaign launch will help consumers fully understand your offering and, therefore, gain a clear idea of your brand, making them more likely to convert into a paying customer. 


Google prefers video


We all know by now that what Google says, goes, and with Google now owning YouTube, videos have shot up in rankings. Video advertisements will increase the average time a consumer spends on a website, and the longer the session time, the better your ad ranking. 


84% of video marketers say video has helped them generate leads. Just as you would optimise text, videos require optimisation for SEO as well. With intriguing titles and persuasive descriptions, including plenty of links back to the website, you can encourage users to take the next step to become loyal buyers of the brand.


Why video continues to thrive


Video is a versatile way to produce content that is easily shared across multiple channels. Consumers enjoy watching videos because they are not only entertaining and engaging, but also easier to digest. Video is so widely accessible to anyone with internet access to either watch or to self-produce.