Why More Brands Should Be Utilizing More Video Content in Their Marketing.
- mateofreg
- Sep 21, 2021
- 5 min read
Why more brands should be utilizing more video content in their marketing
As technology advances older methods of marketing become less effective at persuading consumers to buy products. Methods of advertising that used to be the most effective methods such as the newspaper, radio, and billboards have become almost pointless for some target markets. Part of this has to do with differences in what methods of entertainment consumers use now and another huge part is the shorter attention spans that have developed within the newer generations. Companies have to be up to date with the newer trends otherwise they could potentially be left behind with the times. This could be seen with the companies that never moved to the internet or got on the internet too late when their company was already on a downward trajectory. One trend that is starting to be seen more frequently is the rise in video content to promote a product. Although using films and commercials to market products is nothing innovative, as it has been done since the start of film, it has become more effective and accessible to companies that are taking advantage of it. Video is a great method of getting a message out to consumers for several reasons and it will likely benefit most companies that implement it in the right context.
Most people have heard the saying “a picture is worth a thousand words,” but if a picture can achieve so much, then a video can be worth millions of words. While pictures and digital ads are still effective at selling a product, a video can tell the product’s story and show it off to potential consumers. Pictures can have limitations as to what a company can say about its product but video allows the company to say more while establishing a connection with their consumer and this can happen with digital content, but it is more difficult to execute. Video allows the consumer to get a firmer grasp of what a product is while not having the product directly in front of them. Most people can tell if a product is for them by having it in front of them and being able to interact with it, but a video is the closest a company can get to virtually put the product in front of its consumer’s eyes. In today’s world, there is no need for a company to spend thousands of dollars on a commercial because they can create their content and share it on their social media. This content can be shared by their supporters and their consumers will be able to view it organically. Companies just need to start utilizing video content in the right ways and it will likely resonate with their target markets.
The target market should always be under consideration for any form of marketing but this should especially be focused on that the video content because it can be very effective in creating brand loyalists with the right message. If the right story is told to the right people, then they will be able to connect with the message and spread it to others who would likely resonate with the message. Video content allows companies to fully flesh out their vision within their product and a story can be told to convince consumers to trust in the product. As long as there is a clear and precise target market, a message that conveys information that this target market will be interested in or connect with will be successful. If the intended target market for a MacBook Pro is creatives, then they would create a commercial that shows the different programs a MacBook offers being used for creating content. This would likely connect with a creative who has been struggling or is not content with the work they have been doing and want something more professional to work from. The reason this commercial would resonate with the creative is that it tells their story without being too specific, but it has enough that the creative can connect with that they would likely want to buy the MacBook Pro. Companies can replicate this with their products and their target markets. They can create video content that can showcase their product or tell their story as a company with their target market in mind and it will likely resonate with the target market more than a digital or print advertisement would because video content is more engaging.
There is an option to upload video content on almost every single social media platform available. Even though a digital advertisement or text piece of content can catch a consumer’s attention, video content is much more engaging to the consumer. According to Medium.com, it states that “the average viewer remembers 95% of a message when it is watched, whereas only 10% when read” (Medium). The viewer retention rate is massively increased when the viewer consumes video content. This can mean that the consumer may understand the message is trying to convey within digital content, but the consumer can truly connect and remember the message better when it is delivered in video format. Video is a more consumable method of content than text or pictures because the consumer needs to use less effort to comprehend what is being said and they can focus more on what the content makes them feel. In the marketing world, this is ideal because all a company has to do is focus on the right message to the right people and they are practically waiting to be captivated by it. Medium.com also states that “Video generates 1200% more shares than both images and text” (Medium). This shows just how much more effective video is than images or text in connecting with the audience because they connect so much that they feel the need to share the content with others. Every company wants their customers to feel so passionate about their product that they refer other people, so utilizing more video content is something many if not all companies should be implementing in their marketing.
There are proven results that video content thrives when up against the older forms of marketing and companies that are reliant on these older forms with a younger audience will likely be unsuccessful at connecting with them. The success behind video content can be seen by the rise of social media platforms that push video content like Tik Tok, Snapchat, YouTube, and Instagram. Anyone can create video content on these platforms and go viral if enough people can connect with it, but it’s up to companies to realize this and start pushing more video marketing content. This is the most effective method of marketing to most people because it is more engaging, it helps create brand loyalty, and a more in-depth message can be told. Video content will likely be the most successful method of marketing for a while until a more effective method comes along, but video content is here to stay. It would likely benefit companies who want to create a closer connection to their target markets as they can create video content that focuses on their exact needs. High-budget commercial productions are not necessary for a company to be successful anymore so they should strongly consider creating more video content for their target markets.
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