Over the past few years, video content has shifted from a “nice-to-have” strategy support tool, to an essential element in every robust digital marketing plan. It’s one of the fastest-growing forms of content—and it’s dominating nearly every social media platform on the internet.
Just how popular is a video-backed digital marketing strategy? TINT, a community marketing platform, surveyed nearly 500 marketers to find out. According to that report, 79% of marketers are investing more in video content in 2023, and 66% believe brands that leverage video and audio are better able to stand out. Talk about an attention-grabbing strategy!
For businesses that invest in the right kind of video content, this dynamic media can be a boon for your brand awareness, online engagement, and growth. Here’s why:
- If a picture is worth a thousand words, a video is worth a million.
Our brain processes visuals as much as 60,000 times faster than text—with less effort required. That means visual communication is understood more quickly and doesn’t tax the brain as much as text-heavy content. That’s one reason why infographics are already a popular way to convey information on social media.
Dynamic video elements that combine music, sound effects, text, vocal overlays, and motion graphics take things a step further, communicating even more information than infographics, in even less time. And, according to HubSpot, that’s exactly what content consumers want. In one survey, a full 54% of respondents said they want to see more video content from the brands and businesses they support.
- Social media organically boosts engaging videos
Social media thrives by putting the most engaging content in front of the audience most likely to engage with it. Platforms like Facebook, Instagram, and TikTok have built-in algorithms that boost popular videos and further increase the reach of compelling dynamic content.
So, when your business creates compelling video content, you’re benefitting in two big ways—by producing the content your audience wants to see and by capitalizing on algorithmic preferences on social media.
Interestingly, even though video content is increasingly popular, it’s the most underutilized format on Facebook, Instagram, and Twitter. Of all the content on these platforms, only 14%, 11%, and 5% (respectively) of each platform’s content is video—which leaves a wide open opportunity for your business.
Even if your video content isn’t organically boosted by social media’s constantly changing algorithms, it’s more likely to be shared than text or images alone. In fact, engaging videos that strike an emotional connection get an average of 1,200% more shares than other forms of content.
- Video content generates powerful message retention
Did you know viewers can retain up to 95% of a message communicated through video? This is compared to just 10% retention for text-based messages. High retention is one of the many reasons marketers now value video—and short-form videos, in particular—as the content format with the highest ROI potential.
Video content is more effective than text or images because it engages multiple senses simultaneously, helping your viewer’s brain stay engaged and process more information quickly. Plus, video offers the enhanced opportunity to tell a relatable, emotionally connected story that grabs the viewer’s attention quickly and holds it through the conclusion.
For businesses looking to connect with their online audience in a new way, video offers the opportunity to communicate a message that sticks—and keeps your brand top-of-mind.
Not sure where to start? Our video content strategy team can help.
One of the numerous benefits of video content is its reusability. One high-quality video can be chopped up and repurposed across multiple channels, including social media and email. That maximizes your marketing budget and saves your team valuable time.
When you’re ready to reach a wider audience with shareable, memorable video content, Chat with our team to build a tailored digital marketing strategy that fits your goals and budget.