How Video Fits Into The Digital Marketing Landscape

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    22/02/2021

  • Nick Twigg

The digital space for marketing is complex. Once you’ve put into practice a plan monopolising on the latest digital marketing trends, they change, and then they change again. You need to ensure that your organisation is vigilant in keeping up with the latest trends, focusing resources and time to the trending marketing tools. 

 

Digital marketing and video come hand in hand, and if there’s one thing that you need to know about the digital marketing landscape for the foreseeable, it’s that video is king! In a recent study of digital marketing experts, 97% reported that video was the most effective tool (HubSpot).

 

Here’s 3 statistics to prove why your organisation should consider video:

 

•  A whopping 64% of consumers will make a purchase after watching branded videos on social platforms (Tubular Insights).

 

72% of consumers report that they would rather learn about a product or service by a video (HubSpot). 

 

92% of consumers watching a commercial video on mobile will share it with others (Wordstream).

 

An increased number of businesses are utilising commercial video to connect with their audience, and an increasing number of consumers are ready to engage with branded video content. In the digital marketing landscape of 2021, video is king, and here’s why:

Social Media Consumption

It’s no surprise that during the time we have been advised to stay home in the last 12 months that social media consumption has accelerated at a rapid pace. In fact, a whopping 82% of Brits admit to spending more time on social media within the last 12 months (Fashion Network). 

 

When it comes down to which social networks we are filling up our time with, a recent study by Influenster saw 46% of UK social media users crown Instagram as the most popular social media platform. Facebook, YouTube, LinkedIn and Twitter were unsurprisingly ranked the next most-popular bunch. So what it is that is driving social media users to these 5 platforms you might wonder? Video.

 

TikTok is one of the newest social media channels on the block after it’s popularity increased rapidly during the early months of the pandemic. In response to the popularity of TikTok’s reels-based video platform in August of 2020, Instagram added their version of ‘reels’ to their platform, targeting a similar demographic to TikTok. TikTok did it first, but who does it better? 

 

A significant factor to success in digital marketing is to build an online presence, this has been dominated by social media and will continue to do so for the foreseeable future. What this means for your organisation is to ensure that you are present on the ‘big 4’ social media platforms: Instagram, Facebook, Twitter and LinkedIn. As video emerges at the forefront of these social platforms, it is crucial to ensure that your organisation is investing in social video content to support and grow your online presence.

Brand Messaging

When it comes to building an online presence through digital marketing, the key to building an engaged online community is to build trust by connecting with your audience. A recent study has shown that trust between consumers and brands is significantly lower than it was five years ago. In 2021, almost a quarter of consumers say that they have zero trust in business leaders (Deloitte). 

 

Consumers crave connection with brands that firstly display authenticity, and secondly that share the values that matters most to them. Video is a great way to establish a personalised approach to marketing. Thought leadership interviews and meeting the team-based video footage is great for building a relationship with your audience. Use this as an opportunity to show your audience that you share their key values. 

 

When it comes to your brand leaving a long-lasting impression on your audience, video is once again king. Did you know that consumers retain 95% of a message when they watch it in a video? This is compared with 10% when reading it in a text (HubSpot). Investing in video is the gift for many organisations that keeps on giving, and will continue to dominate for the years to come. 

Video Production in 2021

A recent study has shown that a considerable 40% of organisations actively investing in social video said their plans to create video were affected by the turbulence of the last 12 months. 74% of these organisations said they were more likely to use video post-pandemic, while 26% stated that they would use less video. 

 

What this means for video marketing is that now is the time to shine. With many organisations putting their video on hold, now is a great opportunity to position yourself at the forefront of your industry’s digital presence.

At Ideal Insight, we aren’t your ordinary video agency. Our unique video service enables organisations to connect with their audiences through bespoke and affordable video content- allowing organisation’s both big and small access to professional video content at reasonable prices.

Projects start from £500, get in touch now and receive a quote within 2 hours.

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