Why is video production important?
by Natalia Lopez
As content creators, we're often told that video is the future of content marketing. And we couldn't agree more! But why is video so important?
There are many reasons why it's crucial to invest in quality video production for your business, but here are our top five:
1. Video is an essential social media marketing tool
Since its inception, social media has transformed and continues to change how we communicate and consume information.
From product demos and explainer videos to influencer collaborations and behind-the-scenes exclusives, video is the most popular form of social media content, and audiences everywhere are hungry for more.
Among all media and goods consumers by 2020, Gen Z accounted for 40%. Forbes reported that video content was the key to tapping into this group's buying power.
The popularity of video content has led many social media sites to prioritise it over other forms of content in their algorithms and user interfaces.
As a result, companies need to incorporate video into their social media marketing campaigns if they want to reach as large an audience as possible—and that includes using multiple platforms like Instagram, TikTok, Facebook, YouTube and even LinkedIn.
2. Videos build brand awareness and boost sales
One of the most proven benefits of video content is helping companies tell their story and build their brand awareness. Closely linked to heightened brand awareness are increased sales. The more people that know about a product or service, the more likely a company is to generate leads, influence purchasing decisions and cultivate that coveted ROI.
According to Hubspot’s 2022 marketing statistics, almost 93% of brands reported gaining new customers thanks to videos posted on their social media.
Other estimates suggest video marketing can help grow a business’ revenue 49% faster than competitors that don’t use it as part of their strategy.
The ROI of video marketing is so impressive that an overwhelming majority of marketers continue to use it as part of their future strategies. Even better, consumer demand for video production has also led to technological advancements that make video production more affordable and accessible to all.
3. Videos build trust with an audience
One of the best features of video is its ability to demonstrate what a company does and who it is by showing its product or service in action. As a result, people are more likely to trust a company they can see and hear than one they only read about on paper.
A whopping 84% of customers admitted purchasing a product or service after watching an explainer video, and 72% revealed that video was their preferred format for learning about a new product or service. In addition, recent studies have shown that YouTube is now the second most popular search engine after Google - mind blowing stuff!
Quality content and a solid marketing strategy can help brands build relationships with their customers and make their company a household name. Visual assets like videos can showcase more than just your brand’s personality. Using video to promote your values, mission and ethos can attract like-minded consumers and continue to inspire loyalty in the customers you already have.
4. Video is in measurable demand
Video is the most consumed type of content on the internet. As a result, more and more people are watching videos daily and doing so for longer. People spend more time watching videos than any other type of online content, with the average person reportedly watching 100 minutes daily.
Demand for video content is growing steadily year after year with no signs of slowing. Food, drink and travel-related content are all in the top ten content categories that generate the most engagement globally. This makes video an essential and future-proof marketing strategy.
It gets better. Engagement statistics like views, likes, shares, and time watched give companies invaluable KPIs to measure the success of their video content marketing campaigns.
Data from this quick and precise analysis can be used to identify the techniques and content that work best for future video campaigns to increase their effectiveness. This means the path to success is clear for those who know where to look....which also means that a viral masterpiece could be just around the corner!
5. Videos are engaging and memorable
Video is a great way to get your point across quickly. You can use it to communicate complex or challenging ideas in an easily understandable way that's more memorable than text alone.
Some research suggests audiences can recall up to 95% of the information in a video compared to just 10% in text.
Video can also capture people's attention in a way other forms of communication don't have. A good video will hold your audience's focus longer than other social media posts consisting of static images or text. This explains why video is the most popular form of web content and is the most likely type of content to be shared.
If you produce high-quality video content that your audience enjoys watching, there’s a good chance they will pass it along for others to enjoy. This can help build brand recognition while increasing sales conversions, all thanks to all those critical shares!
Wrapping up
In today’s digital world, where countless forms of stimulation are vying for an audience’s attention, video production is one of the most powerful tools a company can use to get a slice of consumer action.
Having only touched on five of the main benefits of videos, we think it’s pretty clear that video production is essential to any business’s marketing strategy.
From building brand awareness to generating leads and launching products to dizzying heights, the possibilities of video are endless.
With nearly 90% of businesses now using video as part of their marketing, new businesses can’t afford to leave it behind.
