What’s The Real Reason for the Video Content Take Off?

You can’t deny it – video content is in, and it’s not going anywhere any time soon. While YouTube and TikTok continue to reign as the most popular video platforms globally, platforms such as Instagram are becoming more and more video-oriented in a valiant attempt to keep up. But, have you ever wondered exactly why it is that video content has seen such a significant rise in popularity in recent months? We certainly have, so we have compiled a list of some of the key reasons for this recent (but rapid!) evolution of online content, in an attempt to give us all a better understanding of the changes we are seeing. 



1. Believe it or not, our brains actually prefer video formats.

 

According to scientists, our brains process visuals almost 60, 000 times faster than text – a primary reason for our brains loving to watch videos. The average viewer is said to remember 95% of a message when it is watched as opposed to just 10% of text-based messages. So, put simply, your message is going to be received far more quickly, and with a much higher chance of the information being retained by your audience, if it is presented in a video format instead of as a body of text or static images. It’s a no-brainer, right?

 

 

2. Videos are able to provide a powerful personal element.

 

Think about how many young people look up to and genuinely admire their favourite YouTube or TikTok stars – something that probably wouldn’t happen if their content solely consisted of static images. Video content allows people to build what feels like a deep personal connection with their followers, a way of being “face-to-face” without physically being together. People respond positively to authentic storytelling, meaning harnessing this power for a video marketing campaign could be hugely effective for building a loyal audience.

 

 

3. Our attention spans are shorter than ever.

 

A recent study by Microsoft found that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years! Whether this is a result of audiences having higher expectations for what they choose to engage with, or whether it’s a result of the pandemic impacting how much time we spend on our phones – it’s not good news for marketers. It means content needs to be more engaging, entertaining, and original than ever. Although our attention spans are undeniably shrinking, highly relevant and entertaining content (if it has a shock factor, even better!) will still be capable of holding an audience.

 

4. Videos will drive traffic to your website!

 

Perhaps not by surprise – video content is amazing for SEO. Companies that use videos on their websites have 41% more web traffic from searches then sites that don’t use video at all, with video content also driving organic traffic up by 157%. Video has been found to be even more beneficial to your brand in terms of SEO than multiple web pages. What’s more, videos are far more likely to be shared than text or images, which will inevitably generate more inbound links. For this reason, videos are 45x more likely to rank on the first page of Google than text!

 

 

5. Videos can help increase buying intent.

 

We all know that overall, a campaign’s success depends on the amount of conversions that are achieved, in other words: how many people bought or expressed interest in your product or service. Videos do a great job of driving consumers closer and closer to purchase, with 64% of customers found to be more likely to buy a product after watching a video showcasing it. Moreover, a positive experience from a customer with a video ad can increase purchase intent by 97%! But, it’s important to remember that, while this all sounds simple, not just any video will have this effect. Your video needs to target the correct audiences whilst, as always, being as engaging, interesting and relevant as possible!

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