10 Key Reasons Why Video Content is Crucial in Digital Marketing

In the fast-paced realm of digital marketing, we’ve gathered insights from ten industry experts, including founders and CEOs, on why video content reigns supreme. From the rising influence of platforms like TikTok to the effective showcase of product value, these professionals delve into the specific reasons that make video an indispensable tool. Their perspectives span the spectrum, starting with TikTok’s impact and culminating in the versatility of video content in content types.

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TikTok’s Rising Influence in Video Marketing

A lot of people will tell you that TikTok is becoming one of the most important video marketing platforms in the world, and they’re right. TikTok has over 1.5 billion active users worldwide (and counting), with users spending an average of 52 minutes per day on the platform (TikTok, 2023). 

The platform is aiming to become a video search engine in its own right and certainly provides access to a whole new generation of users for marketing purposes. However, as of last week (January 2024), Google was found to be including TikTok content in Featured Snippets and Search Generative Experience (SGE). This now changes the game again.

Video content on TikTok is useful for reaching younger and niche demographics, but now, it seems that your useful video content can be found via Google too—accessible to the more traditional search audiences. And finally, in 2024, 88% of people would like to see more video content from brands—not less (Wyzowl, 2023), which demonstrates that video remains the top choice of content for potential customers and clients.

Ryan Stone, Founder & Creative Director, Lambda Films London

AI Avatars Personalize Marketing Campaigns

Video content is crucial in digital marketing because it swiftly conveys messages, captures attention, and enhances engagement. Additionally, creating an AI avatar of your CEO adds a personalized touch to marketing campaigns, forging a stronger connection with customers and fostering authenticity in brand communication.

Daria Globchak, Generative AI Expert, Elai.io

Enhances Engagement and Conversion

Video can convey information and evoke emotions in a highly engaging and memorable way.

Video content tends to attract more attention and engagement from audiences than other forms of content. People are naturally drawn to moving images and sound, making videos more captivating and memorable.

Based on our data, 72% of customers prefer learning about a product or service through video. It’s evident that video has become a preferred medium for consumers to gather information about products and services.

Engaging and informative videos have the potential to drive higher conversion rates. When consumers better understand a product or service through video content, they are more likely to feel confident in making a purchase decision. This can lead to increased sales and revenue for businesses.

Andre Oentoro, Founder, Breadnbeyond

Builds Trust with Personal Connection

One specific reason video content is indispensable in digital marketing is its unparalleled ability to build trust. Unlike written text, video provides a face to the message, fostering a more personal connection with the audience. This human element has significantly bolstered our trustworthiness in the marketplace, proving to be a game-changer in our marketing strategy.

Justin Silverman, Founder & CEO, Merchynt

Offers Immersive Marketing Experiences

Video lies in the ability to convey complex messages swiftly and memorably; video taps into the visual and auditory senses, making it exponentially more engaging than static text or images. Moreover, in a landscape where information overload is the norm, videos cut through the noise, offering a storytelling medium that can trigger emotional responses and forge a stronger bond between brands and their consumers. They transform passive viewers into active participants, likely to remember and act on what they’ve seen far more than any other form of content. In essence, video is not just content; it’s an experience—a dynamic, immersive experience crucial for any successful digital marketing strategy.

Jared Floyd, Executive Producer, Ajax Creative

Video Content Humanizes Your Business

One of the lesser-talked-about reasons that video content is crucial in digital marketing is because doing video attaches a live person to the business. So many potential customers are looking at a multitude of tech options, including many that they don’t yet know and trust. 

So, by using video, you can help overcome one of their concerns by showing there is a real person behind the business, and you can use the video to build trust with potential and current customers.

Adam White, Founder, Serpple

Engagement Drives Video Content’s Power

Oh, for sure, I think the power of video content in digital marketing comes down to one simple thing: engagement. You know, when people scroll through their feeds or hop from one site to another, it’s the videos that make them stop and watch. It’s all about catching the eye, and nothing does that quite like a moving picture. Videos have this unique way of conveying messages that text or images alone just can’t match. They combine visuals, sound, and storytelling, making the experience more immersive and memorable.

And let’s not forget the shareability factor. People are way more likely to share a cool or informative video with their friends or followers, giving your content that organic reach we all dream about. It’s like, with video, you’re not just telling your audience about your product or service; you’re showing them in a way that sparks conversation and builds a community around your brand. That’s gold in digital marketing!

Bhavik Sarkhedi, Growth Head & CMO, Content Whale

Psychological Empathy Boosts Video Impact

One specific reason video content is crucial in digital marketing is its capacity to utilize the psychological empathic mirroring mechanisms. Mirror mechanisms are a type of neuron that are found in the brain, which help individuals understand a specific action when they observe someone else performing the same action. Video content has the advantage of how our brains react when we see someone else doing something. This makes viewers feel a personal touch to the content, which makes it more memorable and engaging. It’s like when you watch someone cook in a video, and you feel like you’re cooking too. This strengthens a sense of empathy with the content, making the concept more engaging with emotions and action. 

As a result, people are more likely to remember and feel positively about brands or products showcased in video content. This good feeling can make the audience more likely to buy in the future; hence, video content is a strong tool for digital marketers to connect with and sell more.

Nikhil Soni, Founder, The Tribe Kids

Showcases Product Value Effectively

Video helps companies showcase their products or services in action, giving customers a more immersive and informative experience. Videos allow firms to showcase their products in an eye-catching way, whether it’s a tutorial, a product demonstration, or a customer testimonial. Through the exhibition of value and the resolution of potential challenges, brands have the ability to establish confidence and reliability among their target demographic, which ultimately stimulates conversions and revenue.

Gerrid Smith, Communications Manager, Texas Property Tax Loan Pros

Provides Versatile Content Types

The major reason video content is and always will be crucial in digital marketing is that it comes in various forms, including explainer videos, product demos, testimonials, live streams, and animations. This versatility allows brands to choose the format that best suits their message and target audience, which has a much better chance of gaining new customers and retaining existing ones.

Diversifying video content types can also contribute to a richer and more dynamic website or online presence. Search engines often reward websites with diverse and engaging content by improving their search rankings. And my favorite reason why video versatility is a must is that you can create personalized video content, such as customized product recommendations or personalized messages, to enhance user experiences. Tailoring content to individual preferences increases relevance and engagement, and businesses have a chance to showcase their brand personality.

Rick Nucci, CEO & Co-Founder, Guru

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