Why video content is key
Video content is known world wide as a integral part of communication and source of what seams to be an infinite amount of information.
When we are unsure of something, we can quickly and conveniently refer to the internet on our smartphones, tablets or computers in front of us. We can watch a YouTube video on an endless range of topics, dive into streams on TikTok or purchase a compete how-to tutorial from someone who has been there and worn the t-shirt! The ways that we gather information, learn concepts and educate ourselves has completely transformed. Video has become the bridge or the tool in which we use to make it happen. On a more granular level, we ask— why has video content become so important within modern day communication.
As of 2022, the number of Internet devices worldwide is forecast to almost triple from 8.74 billion in 2020 to more than 25.4 billion devices in 2030! This means that there will be 3 times more devices connected to the internet than human beings on earth. Think about that for a moment.
We know that video is out there, it's dominating and it is relevant. What are some of the ways that video has connected us? In schools, western classrooms are full of laptops instead of textbooks, kids as young as 6 are using and understanding iPhones (often better than there parents) and are enjoying platforms like TikTok to create (often viral) content— without any difficulty. Some of the most popular formats video today are Vlogs or personal experience, Video Presentations, Teams and Zoom/Skype meetings, Product videos, Testimonials and masterclasses.
Even today traditional Lineal TV advertising is a dominant industry and evolving in ways that allow people to consume messaging that is more targeted that ever before, thanks to specific collected data and accessible details available to marketing industries. Many of us say advertising has become more relevant to their needs. This is no coincidence, social platforms are allowing businesses to target us at such a personal level. As individuals, we often only have to think about a camping trip— then we see a notable influx of camping gear ads the next time we login to Facebook, Twitter, YouTube and Amazon! At first glance, this can feel very intrusive and users can feel like corporations are taking advantage. But in reality, we live in a world of consumption and businesses have been collecting data long before the digital age, with the likes of census reports and alike.
Think of this scenario — it’s 1995, you are watching TV (before the days of mainstream internet) and you are watching regular TV advertisements that were very linear in their delivery. Most of us would complain “why we are watching advertisements that have no relevance to us, I don’t need this”. It became a painful part of our viewing experience. Fast forward to now where businesses are using more targeted data but the viewer is now seeing something that we are actually wanting to purchase, wouldn't you rather see only advertisements that are helpful to you specifically?
This is where video can be utilised by brands. We can use the medium of communication to deliver the correct messages to the correct audience. We now have the ability to sharpen our tools, make a lasting impact and show ads to new and existing customers, that are more likely to make a purchase. We have the ability to become more intune with the needs of our audiences while still utilsing methods and ways of connection that have always made an impact.
