Why Videos Work in Today’s Market

Man recording himself cooking

It’s no secret that video content has penetrated almost every platform on which people gather information in today’s world. Everything from news to social media is covered in video links, video players, or suggested videos for you to watch. Entire social media phenomena are built around the idea of sharing videos—and it makes sense. Videos are the new way of consuming, as recent findings show that one-third of all online activity is spent watching videos.

Even social media feeds like Instagram—which began as a picture-focused platform—have become inundated with video content over the past few years. Seeing the massive success of TikTok, it’s easy to see why Instagram is committed to doubling down on video content moving forward. It feels like so much of the world today is driven by video. Why is this? Keep reading for the breakdown.

Digestible Messaging: Inform & Engage 

First and foremost: videos are more interesting (and less intimidating) to the general public. Many people today would rather learn about a topic by watching a 5-minute video as opposed to reading about it for 5 minutes. This is why successful websites have started utilizing less text and more videos. In fact, it’s been found that users spend 88% more time on a website that contains videos. 

That’s because video content is set up in a way that allows your audience to get quick glimpses of what they’re in for and how long it will take to watch. Not to mention, video is one of the best ways to educate your audience since it’s projected that over half of the population leans towards visual learning practices. By putting what you want into a video, you can quickly and efficiently distribute information with the added benefits of using a visual medium.

Visual Context: Seeing Is Believing 

Video content is, of course, visual! Demonstrations, visual aids, animated elements, and crucial first impressions are readily part of the content. Instead of text pointing to an inserted image or link, video provides a real-life picture of what’s happening. Having a person speaking to the audience can draw inflection from their voice you wouldn’t otherwise get from the written word. With many aspects of communication being non-verbal, video can provide necessary context. After all, how often have you wondered what someone meant by a phrase just by words alone?

As we continue operating in an impersonal digital world, we must remember that audiences are craving personality and connection. Video allows us to see and hear messages in a real-life context, enabling them to draw more empathy from the spoken word. Because video content allows for emotion to play a pivotal role in how people take in and absorb information, it helps influence your audience’s emotional response far more than a few paragraphs ever could. 

Video Marketing: Rely on Media Services

The point is that video content is palpable to today’s audience in ways text alone may never be again. And while compelling videos take time, teamwork, and planning to get off the ground—they’re definitely worth adding to your arsenal of marketing techniques.

Need help getting started? That’s why we’re here! At CIESC Media Services, we work with our clients to ensure they have the right tools to reach out to their audiences effectively. Check out our FAQ series to learn more about how we can help you with your next production! For additional insight, don’t hesitate to reach out!