From a consumer perspective (consumer first, always), people love watching videos – just look at the prolific rise of TikTok as a platform. From a brand perspective, video has the versatility to be an important tool in any part of the marketing funnel on social media – whether you’re looking to create general awareness for your brand, empower your audience or simply sell more helicopter ejector seats. Video as a medium is powerful at grabbing attention, conveying information and influencing behaviour which makes it attractive to brands, particularly those who understand the value of social media.
Video is a great way for brands to get more eyeballs because it’s naturally a captivating and information-rich medium. Ask any digital marketer and they’ll tell you that nine times out of ten, video will always outperform still images. Historically, there has been a high barrier to entry for brands to use video at scale because it used to cost a lot of money (think big crews, cameras more expensive than houses etc.) Now that production is much more accessible, brands run the risk of being left behind if they’re not regularly creating great video content.