The Growing Popularity of Video Content

Video content continues to dominate the attention economy. In 2023, online video is expected to make up 82.5% of all internet traffic, a staggering figure. This shift is fueled by the rise of social media giants such as YouTube, Instagram, and TikTok, and the widespread use of mobile devices that make it easier to consume video content anytime, anywhere.

Brands who have taken notice of this trend are using video to drive revenue and create meaningful connections with their customers. A report by HubSpot found that 90% of marketers have generated leads with video, and 91% of businesses now use video as a marketing tool.

The visual and auditory elements of video content make it an effective way to convey messages in an engaging and memorable way. For example, product demos can showcase a product’s features and benefits in a way that static images or text cannot. Behind-the-scenes footage can give audiences a glimpse into a brand’s culture and values, helping to build trust and credibility. And customer testimonials can provide social proof that can sway potential customers’ purchasing decisions.

How Video Content Increases Brand Awareness

One reason for the effectiveness of video content is its ability to engage and connect with audiences on an emotional level. A study by Hubspot found that 91% of consumers want to see more video content from a brand or business they support. By showcasing products, services, and company values in a more engaging and memorable way, brands can differentiate themselves from competitors and establish a more personal connection with their audience.

Additionally, videos are more likely to be shared on social media, which can significantly increase brand exposure. According to a study by Animoto, 76% of consumers have shared a branded video on their social media channels. This sort of social proof is validation for your brand in the eyes’ of each connection’s network. 

Finally, by creating quality videos that offer insights and expertise, brands can establish themselves as thought leaders in their industry and gain a competitive advantage.

The Impact of Video Content on Consumer Engagement and Conversion Rates

Businesses who are effectively gaining brand awareness with video can translate that into consumer engagement and, ultimately, new clients. Compared to text or images alone, video content is more likely to capture and retain audience attention. This is because videos can evoke emotions and create a more personal connection with the audience. Brands can also use videos to demonstrate the benefits of their products or services and convince potential customers to make a purchase

As a result, businesses that use videos can experience higher engagement and conversion rates. In fact, according to a study by Aberdeen Group, businesses that use video marketing grow revenue 49% faster than those that don’t.

Different Types of Video Content Brands Can Use

There are many types of video content that brands can use to engage their audiences. Here are a few styles that can have an immediate impact on brand awareness, consumer engagement, and, in turn, revenue:

• Product demos can be effective in showcasing the features and benefits of a product in action. This type of video content is particularly useful for products that require an explanation or demonstration of how they work. 

• Tutorials can provide step-by-step instructions on how to use a product or service. This type of video content is particularly useful for products that require some level of expertise or knowledge to use. Not only can tutorials be effective SEO plays, but they also serve as on-demand customer service content for clients.

• Testimonials can feature satisfied customers sharing their positive experiences with a brand. This type of video content can be a powerful tool to build trust and credibility with potential customers. 

• Brand storytelling can be used to create a narrative that showcases a brand’s values and mission. This type of video content can be particularly effective in creating an emotional connection with the audience. 

Strategies for Creating and Promoting Effective Video Content

To create effective video content, it’s important to optimize videos for SEO by using relevant keywords, titles, and descriptions. Additionally, sharing videos on social media, in email newsletters, and on other relevant channels can help reach a wider audience. Collaborating with influencers or other brands can also be effective in increasing exposure. Finally, using analytics to track the performance of videos, such as the number of views, engagement rate, and click-through rate, can help you make informed decisions about what works and what doesn’t. Continuously improving the content based on the analytics can help ensure continued success.

Ready to grow revenue with video? Start your free OpenReel trial today, and take advantage of easy recording, powerful brand control, and end-to-end creation technology.