The rising trend of video – why is video content becoming so popular?

2nd February 2022

With video marketing statistics trending at an all-time high. The number of businesses using video as a marketing tool has increased by 41% since 2016. GottaBe! will investigate the rising trend of video throughout this mini-series. We will take a deep dive into video marketing to help you stay up to date with the most popular marketing trends. Within this blog, we will be investigating why video marketing has become so popular and look at the five benefits of video content. 

A recent study by HubSpot found that 99% of marketers currently using video reported that they plan to continue doing so over this year. No less than 95% of them plan to increase their video investment. Video marketing has seen a steady increase in popularity in recent years, but the COVID-19 Pandemic triggered a rapid rise in video content creation. While the world was forced to stand still, marketers needed to connect with consumers from their homes, and video content quickly became the most popular answer. 

As people found more time on their hands, they headed to social media as a form of escapism. Video content allowed brands to build deep connections with the consumers and showed the realistic side of businesses that consumers love. 

5 Benefits of video marketing

It promotes brand recall.

Video content helps build sentiment between you and your customers and promotes brand recall. Creating strong brand recall lets you stand out from the crowd as consumers have an increased recollection of your products or branding. This also means they are more likely to recommend your brand to friends and family. 

Increases conversion rates

One study found that video in email marketing saw a 65% boost in click-throughs. Consumers are more likely to convert into paying customers after viewing video content due to the level of information, and the connection that can be developed whilst they watch a video. Many types of video content can be created depending on your brand’s aims, and your brand does not have to create all of your video content. Sharing content created by influencers will boost brand awareness as their loyal follower’s head to your site, increasing the campaign’s overall reach. Other ways to deliver video content would be through short behind the scenes stories or live videos, as these show the authentic side of your brand. 

Creates quality leads 

Search engines and social media algorithms favour video content. With the potential to go viral, your brand has the potential to reach large masses. The extended reach and the credibility video content adds to your brand will increase the likeliness of consumers converting. A study by Animoto found that 64% of users they interviewed have been influenced to make a purchase after seeing a video on Facebook. 

By adding a video to your site landing page, HubSpot has found you will likely increase conversion rate by 80%. The simple reason is that consumers prefer visuals over text, and an inviting video gains consumers’ attention in the first few seconds of landing on your site. Gaining this attention is vital in engaging consumer interest, and combined with a strong CTA, your brand can ensure consumers take action or return. 

Improves SEO 

When Google ranks sites, it looks predominantly for the following: the quality of your content and its relevance to someone’s original search terms. A mixture of visuals, text and videos tells Google your site is full of information and will boost your SEO. Search engines favour video content, and the traffic created by videos adds to the importance of your site. 

Consumers are more likely to spend longer on a site that includes video, which improves bounce rate and SEO ranking. Being in front of customers for longer is not only important for SEO but also for recall. As we touched on above, video can increase brand recall, and with the rising competition, it is essential that your brand can stand out from the crowd, ensuring that consumers return, and when they do, they are greeted with an easy path. All of this will make the consumer journey faster, increasing the likeliness of conversion. 

Strengthens brand purpose 

Video allows brands to build deeper connections with consumers as it creates a sense of reality and adds authenticity to your product. When COVID restrictions removed the physical side of shopping, customers turned to online reviews, try on videos and hauls to get a deeper look at the products on offer. 

Not only is video content entertaining, but it also provides the customer with information that cannot be shared through images. Brands can physically show consumers who they are, their values and what they are doing through video. They can showcase the brand’s personality, creating positive narratives for consumers, which allows them to position the brand. 

Fashion brands, in particular, benefited from video content during the pandemic as they were able to deliver in-depth videos that replaced the touch factor in-store shopping provides them. Chatty videos full of personality built on brand purpose and connected with consumers emotionally, fuelling purchase desire. 

How effective is video marketing?

“Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.” – Mark Zuckerberg.

With technology advancements, video marketing is the way forward. Social media is becoming a predominant video sharing platform, and marketers need to get involved. Social media marketing has proven to be highly effective, so the strong mix of video content alongside your social media marketing strategy will see high returns for your brand. With 83% of marketers reporting video gives them a good return on investment. 

Video has overtaken the traditional view that consumers only have a 7-second attention span, and therefore your brand must get your message across quickly and simply. Whereas now consumers have a 7-second interest span, the two are very different. Consumers will dedicate a long period of time to podcasts, videos etc., but they must be engaging. GottaBe! know how to engage your audiences to ensure you grab their attention and interest. As a young diverse team, our experts are here to help your brand stand out in an ever-changing industry.  

Video marketing – Why should I be using it?

Video content is easy to digest, and the high number of adverts we see breaks up the abundance of information online. With people watching more videos online than ever before, your brand must begin to create video content – in fact, the number of online videos consumers watch has almost doubled since 2018. As an integral part of a consumer’s journey through the marketing funnel, your brand should invest in video marketing to benefit from the high-level ROI.  

Video content is extremely flexible, and any brand can utilise the power of video. It can be shared across platforms, and your content can be edited into photos, podcasts, and quotes. With the world reportedly watching a billion hours of YouTube per day, the content of your videos has a higher chance of being retained than traditional text. Your brand will need to follow consumer habits to stay relevant in an ever-changing market, as video content is not going anywhere anytime soon. 

GottaBe!’s digital experts are here to help. Whether you need guidance when sharing your video content or need someone to create videos for you, our team can do it all. We have dedicated videographers and editors on hand to create unique content to engage your audience. Along with the production and delivery side, we can also have a range of models to ensure your videos are delivered just as you envisioned them. Contact the team today to discuss your options!