Attention Marketers, Videos Are Here To Stay.

Videos are the top content marketing media format for the third year in a row, according to Hubspot research.

What is pulling audiences and creators alike to video content? Is this a sign for your brand to dive into the video trend?

Let Vartika Anand , Media Head of Drizzlin Media, share the 4 ways videos can work wonders for your next media campaign.

1.Video Boosts Conversion and Sales

Adding a product video for your upcoming campaign can increase conversion and sales. However, what’s more interesting to note is the impact videos can have at different stages of the buyer’s journey.

Brands generally regard videos as an effective content format to raise awareness about their brand and products. For example, TikTok consumers are 50% more likely to discover new brands or products through content creators or key opinion leaders. However, the buyer’s journey doesn’t stop there, as about 57% of consumers will carry on researching the product after seeing it on TikTok.

We have seen the impact videos have during the initial phase of a buyer’s journey but what about the later stages? A study by Wyzowl revealed that 81% of users made the decision to buy a product or service after watching an explainer video. Similarly, according to other research, 90% of consumers say videos can help make a purchasing decision. Essentially, video content is versatile, in that it not only captures a consumer’s initial interest but also influences them when they’re making a purchasing decision.

Where you choose to place your video assets in the customer journey will be key, so bear this in mind as you plan your next marketing campaign. After all, vision is our most dominant sense, and the largest majority of information that our brain receives is visual.

?

2. Video Builds Trust

The whole concept of content marketing is based on trust and creating long-term relationships.

Effective marketing videos present your products in a conversational form, while appealing emotively to potential customers. This creates a sense of personalization that can easily transcend a brand’s story and purpose, giving customers the confidence and nudge to step forward in the customer journey.?

A video's strength lies in its capacity to ignite emotive appeal, however focusing on just that quality won't help brands become memorable — it comes down to a brand’s portrayal of their purpose and approach. With that said, a value-based approach when deciding on video content will benefit a brand and offer more authenticity.?

Additionally, video-based platforms such as YouTube and TikTok have a rich ecosystem of content creators for brands to engage and collaborate. Check out this breakdown of how many influencers are present on YouTube, TikTok, and Instagram.

?

3. Videos Are The Easiest To Consume

Each day, consumers have a limited jar of attention and interests to invest in.

However, the modern consumer is constantly bombarded with content, now more than ever, from browsing through the news to scrolling through their social media feeds and discovering new trends via TikTok. This leads consumers to become more mindful of what they consume and avoid digital fatigue.?

Long-form content such as articles and case studies require a ‘high’ investment of attention and interest to consume. Whereas, short-form content such as memes, reels, and video clips require less. This is where videos can come into play, being a great tool for awareness, education, and re-engagement while being easy to consume.

By being mindful of their limited attention span and aware of their social behavior online, you can carefully plot where to best meet and engage your consumers.

?

4. Video Encourages Social Shares

With video content being consumed at a much higher rate each year, social media platforms are also releasing new features frequently to expand the types of videos marketers can use. For example, Facebook’s 360 Video allows viewers to experience a complete 360-degree view by scrolling with a cursor, or touching and turning the mobile device.

Even so, marketers will do well to remember that it’s the video’s messaging and storytelling that will appeal to viewers. So, you may not have the resources to create 360-degree view videos, but a simple and profound story woven with an authentic voice will be all you need.

After all, behind the screens and routine of mass consumption, we crave connection and watching others in familiar, real-life situations create a shared experience.

Here is an example of how a video ‘paid off' in terms of popularity and buzz in the digital world.

Samsung’s playful twist on the dilemma we face when purchasing a new device addresses a direct concern that many consumers may have — switching from an iOS interface to an Android.?

This is an impactful video that captures a consumer's complex emotions with a humorous twist, bringing pop culture into the mix as well. The viral factor? Relatable content that you as a consumer would love to share with your families and friends.