Updated: Jul 7, 2021
What is it about the video that makes it one of the most powerful marketing tools? Is it the sounds, the flashes of light, the lively images dancing across your screen? Is it the way it is able to play on all your emotions?
We all have emotion schemas that are embedded into our visual system, so when we watch a video we experience it in a way that static images and written words cannot. In essence, videos make you feel. So what does that mean for you and your brand?
Video marketing has been around in the form of commercials for as long as we’ve been able to watch TV. But now, its value has skyrocketed with our ability to watch it anytime from anywhere. Not only does branded video content appear on your TV, but it appears when you scroll through social media, it pops up at the beginning or even in the middle of every YouTube video, it’s sent to us in emails, and sometimes, it’s even playing when you’re at the checkout of your local supermarket. Plus, did you know that Google is 53 times more likely to display your webpage if it has embedded video content?
In 2019, global consumer internet video accounted for 80% of all consumer internet traffic, and on average, people watch over 500 hours of video per day on YouTube alone. It’s proven time and again to be one of the most powerful marketing tools with brands reporting an 87% increase in website traffic and an 80% increase in sales from video marketing tools.
But, it’s not enough just to make good videos about the products and services you offer. In a market where consumers are inundated with choices, there is a demand for companies to engage in corporate social responsibility practices (CSR) and use their brand voice to do some good for society. Recent studies show that 91% of global consumers expect businesses to address social and environmental issues.
Video is a great tool that brands can use to connect with their audience on these types of shared values and show their commitment to making the world a better place. Stories have the power to shape the world we live in, and there’s no better way to share a story than to engage the audience through emotionally-driven video.