The average attention span of humans in 2024 is 8.25 seconds, lower than that of a goldfish (9 seconds). Businesses and marketing experts are seeking new ways to grab their customers’ attention. Even video content has been at the forefront of this digital marketing revolution. Below are a few reasons why this has been the case.

The Power of Video Content

Video content is no longer merely a type of content but a powerful marketing tool, and stats back this claim.

  • 68% of marketers say video content has better ROI than Google Ads.

  • 74% of marketers believe video content has a better return on investment than static images.

  • 49% of marketers say video content has helped them engage their audience.

  • 52% of marketers believe that video content helps build trust with prospective customers.

  • Businesses using video content earn 49% more income than those who don’t.

  • 64% of consumers buy online after watching a video.

  • According to a report by Insivia in 2023, 51% of marketers globally believe video to be a type of content with highest ROI.
  • 55% of consumers use online videos as per Think with Google research review.

  • 93% of marketers got new business from video content shared on social media.

  • 71% of B2B marketers incorporate video content, according to a detailed report by the content marketing institute.

Here’s what these stats translate to.

  • Incorporating video content in your digital marketing strategies leads to a better return on investment.
  • Video content proves to be better at grabbing your audience’s attention than static images.
  • If you long for increased engagement, then video content is the way forward.
  • Video content is essential for increased brand awareness and trust among prospective customers.
  • Brands and businesses using video content are more likely to generate income faster.
  • Video content leads to increased conversions.
  • Video content type has a higher ROI than any other type of content.
  • Video content is essential for businesses to drive sustainable growth.
  • You can also generate new business using video content.
  • More than 70% of digital marketing experts globally rely on video content. So, why don’t you?

Before incorporating video content in your marketing strategies, it is crucial to understand what it exactly is. So, let’s dive deeper into the topic.

What is Video Content?

Video content is any type or form of content that uses or features a video. Some common video content types include

  • Vlogs
  • Podcasts
  • Live Videos
  • Webinars
  • Customer Testimonials
  • User Generated Content (UGC)
  • Videographics
  • Animations
  • Stop Motion

All of these video content types are briefly explained below.

Video Blogs (Vlogs)

Vlogs can be considered as the visual representation of a brand’s personal digital diary. Brands and marketers use this type of video content to tell their stories and raise awareness. Although you need someone to be the face of your brand to successfully use vlogs to achieve your marketing goals. Neil Patel of Ubersuggest is a good example.

Podcasts

Podcasts are digital interviews conducted with industry experts. These are mostly informative and are mainly used by brands to present themselves as industry experts. Gaining an avid following for your podcast can be extremely fruitful for your business/brand.

Live Videos

This video content type allows you to interact with prospective and current customers in real-time. This type of video content is mostly used to promote a sense of community among your audience. You can promote your brand’s culture and values, showcasing behind-the-scenes of a normal workday at your brand. This makes your audience feel more connected to your brand.

Webinars

This type of video content is mostly used for educational purposes. However, it also presents an opportunity to brands to promote themselves as industry leaders by sharing valuable knowledge with their audience.

Customer Testimonials

Customer reviews and testimonials are nothing less than a goldmine for brands. Given that they know how to use them properly. You can always ask for video testimonials from happy customers or create a video collage of written testimonials.Then, use them to promote your brand. Remember reviews and testimonials are the very first thing prospective customers look for before giving you business. Using customer testimonials can help establish trust in your brand.

User Generated Content (UGC)

Do not undermine user generated content. UGC has proven to create more organic engagement than any other type of content. Try to repurpose the UGC and always let your users know how much you appreciate their efforts. 

Videographics

These are the same as infographics but in video format. These videos are visual representations of data and information using graphics. Try using videographics in blogs on your website in your newsletters and wherever possible. This helps increase engagement ultimately leading to more conversions.

Animations

Animations or animated videos are graphics and illustrations used by brands to convey complex messages easily. The messages can be promotional or informational. Animations allow brands to explain complex concepts in an engaging way.

Stop Motion

This video content type involves taking photographs of objects in small increments. This adds an illusion of moment in them and gives a unique and artistic flair to the content you produce. Stop motions are in trend nowadays and can be used to increase engagement.

Why Video Content?

Whether you are a business owner, striving to be an entrepreneur, or taking your first steps in digital marketing, whatever you do, your job is to tell a story. It is never going to change, not now, not five or ten years from now, not ever. The way you build your business and the way you create a real impact is through great storytelling, says Gary Vaynerchuk, a serial entrepreneur and CEO of VaynerMedia. 

And what’s the best way to get your story through to your audience? The answer is simple, “Video Content!” Video content gives individuals and brands the opportunity to emotionally engage with their audience. You simply can not pass on this opportunity. You must grab it with both hands and make the most out of it.

How To Create Effective Video Content?

Creating effective video content is the key if you want to achieve your marketing goals. Here are a few tips on how to create effective video content that resonates with your target audience.

1- Set Clear Goals

Setting clear goals and defining objectives can aid in the content creation process. You first need to identify the audience you want to reach. Once you do that the next step is to understand the purpose of your content. Do you want to boost engagement, drive conversions, or increase brand awareness? Answering these questions can help create effective video content that directly resonates with your brand’s audience.

2- Planning & Scripting

Video content creation demands a clear outline like any other content type. The outline includes the message or the story you want to tell and visual elements you’ll use for it. Then, you need to create a proper script to maintain the proper flow in your video. Remember, you must always incorporate storytelling to create and maintain a narrative that your audience can relate to.

3- Quality Production

You can have a great message and even a greater story but it won’t work without the proper visual appeal. Ensuring high quality production is crucial for creating professional and engaging video content. You can do that by investing in proper equipment, lighting, and audio setup. This will highly increase the overall production quality of your video content.

4- Optimizing Videos for Different Platforms

Businesses must also optimize their video content according to different platforms. Short form video content has been doing well recently. You can always repurpose your long form video content such as podcasts and vlogs for channels like TikTok and YouTube Shorts by using clips from your long form content.

5- Analyze Content Performance

Businesses must always keep an eye on metrics such as views, engagement rates, and conversions to analyze their content’s performance. Insights gained from such metrics can help you refine your content for better performance. 

By following these tips, businesses can create effective video content that their audiences can relate to. Once you have created a video following the tips given above, you can distribute it on the following channels.

  • YouTube
  • Social media platforms (Instagram, Facebook, X formerly Twitter, LinkedIn, and TikTok)
  • Vimeo
  • Wistia
  • Emails and Newsletters

However, you first have to optimize the video content according to each platform’s preferred dimensions. You must also use catchy titles, informative captions, and related hashtags for increased reach and engagement.

Are You Ready To Grow Your Audience?

In this day and age of excessive digitalization, the average attention span of humans has become even lower than that of a goldfish. This has made grabbing your audience’s attention extremely difficult. However, the fact that you are here proves that you already have all the information you need to captivate your audience.

Remember – disregarding video content is a big No-No. It is like nose diving into the ground and your business can’t afford that. So, make sure to follow the tips given above and create video content that grabs your audience at first sight and drives profitable results.