The Rising Trend of Video Content

Video Marketing
17 October 2022
Harry Stannard
Harry Stannard

Why is video content so popular? If you’re a marketing professional, or someone who is exploring new ways to generate valuable content for your brand, you’ve probably asked yourself this question.

As of 2022, 86% of businesses are using video as a marketing tool. Furthermore, 92% of marketers value video as an important part of their marketing strategy (Wyzowl, 2022).

In this article, we’ll take a dive into video content for marketing purposes to better understand what it is, and how it has grown to dominate the content types in 2022.

Why is video content so popular?

Video content allows you to tell a story. This is valuable online, because it allows you to build a relationship with your audience on a deeper level than static imagery posts. Remember, “people buy from people” is still relevant in this digital age.

Ultimately, this allows you to generate brand awareness, and provide value in your content that your competitors may not be doing.

For this reason, brands are starting to understand that video content is a necessity in a marketing strategy.

On the consumer side of things, video content is popular due to it not requiring too much focus. With a blog, like this one, you need to focus on what you’re reading. With static imagery, this is the same (although, there is obviously considerably less content). Video content allows the user to sit there and listen to the message in the content. The consumer is only required to scroll through their feed. When you really think about it, it’s a bit lazy; it’s easy to digest! However, it’s what we like!

Which channels should you use to promote video?

All social media channels allow for video content to be shared. However, which one best suits you? For this, we’ve included some statistics that may help you decide!

  • 68% of video marketers plan to include LinkedIn in their 2022 video marketing strategy. (+5% from last year)
  • 68% of video marketers plan to include Instagram video in their 2022 video marketing strategy. (+10% from last year)
  • 65% of video marketers plan to include Facebook in their 2022 video marketing strategy. (-5% from last year)
  • 33% of video marketers plan to include TikTok in their 2022 video marketing strategy. (+13% from last year)
  • 29% of video marketers plan to include Twitter in their 2022 video marketing strategy. (-2% from last year)

These statistics show that marketers are favouring channels such as Instagram, LinkedIn and TikTok to promote their video content. Whilst a high percentage of marketers use Facebook, this is on the decline compared to last year.

Twitter is the least popular social channel used for video content by marketers, and has dropped 2% further from last year too. This tells us that Twitter needs to change its algorithm to better suit video content, or you should look to other channels for a better return on investment. These statistics were taken from the survey carried out by Wyzowl.

3 benefits of video content marketing

  1. Promote brand recall

The use of video content allows the consumer to build sentiment with your brand which promotes brand recall. This allows you to stand out from your competition in the market. This relationship also means that if the consumer is proud to be associated with your brand, they will share your content with friends and family.

  1. Increase reach

On platforms such as Facebook and Instagram, the use of video content is preferred by the algorithm. Using the trending sounds and the right hashtags, your video has the potential to appear on many more feeds.

  1. Boost your click-through rate

According to Campaign Monitor, video content boosts clickthrough rates by 65%! This stat means that consumers are more likely to begin their customer journey and eventually be converted into paying customers.

Why should you be using video content?

As we mentioned before, video content is easy to digest. Yes, it takes time and effort to create a video. However, when it’s as popular as it is, it’s worth this time. In fact, 96% of consumers have watched explainer videos about a product or service. In addition to this, 88% of people say that they’ve been convinced to buy a product or service by watching a brand's video (Wyzowl, 2022).

Video content is flexible, and your brand can utilise it at any time. There isn’t one way of doing it right and that’s it; there are many different types of video content you can create. Talk about a product or service, or embrace the company culture. Show off your wonderful team at work. This will allow for consumers to build that initial relationship with the people behind the brand, and in-turn, it will create brand advocacy amongst the audience.

If your video marketing efforts are successful (which 62% of marketers measure via engagements such as likes, shares and comments, (Wyzowl, 2022)), then you will reap the benefits. Consumers may enjoy your videos and share them onto their friends and family, which shows they are proud to show they like your business and its content, which again increases that brand awareness.

We’re here to help you

We understand that to create videos, or even generate ideas, takes time. MWB is here to help you reach your online potential. If you wish to talk further about your digital marketing efforts, get in touch. We would love to grow together!

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