Over the past two decades, content consumption has evolved in many ways. Video has emerged as the primary form of engaging content and social media platforms have prioritized it over other forms of content. And the emergence of video is not limited to entertaining content. Brands are now creating more video content than ever to engage with their target audience. Video marketing has now become essential for brands and video has been found to be the content with the maximum ROI.

What makes video content so effective?

The high engagement and ROI associated with video content can be explained by how humans relate to storytelling. Video content in its most authentic form has evolved from storytelling. Every video conveys a story or a message. Although branded video content has marketing communication imbibed into it, the most effective videos always focus on educating or engaging their consumers rather than communicating the brand message directly.

Also, ever since social media has taken over digital marketing, video became the most desirable form of content by consumers. Search Engines also love video and rank a website higher if they include a video.

The video marketing landscape in 2022

The video content landscape today includes a vast variety of content that is being disseminated every second. It encompasses short-form videos, long-form videos, animated videos, testimonials etc. The diversity in the video content landscape has led to the advent of the video marketing era. It is similar to how digital marketing has evolved from traditional marketing due to advancements in the internet.

Video marketing in 2022 is about embracing video as the primary form of communication with the target audience. According to Wyzowl, 87% of marketers say that video gives them a good ROI and 88% of people say that they have been convinced to buy a product or service after watching a video. Customers today also operate with short attention spans and do not prefer to learn about a product by reading large chunks of information. Video marketing today has also incorporated unconventional elements like e-commerce and deep tech. The growing popularity of live commerce and the use of artificial intelligence in video content is a testament to this.

Final Thoughts

Video is undoubtedly the most effective form of content that you can create. Including video in your marketing content makes it more engaging, impactful, and consumable. It not only weaves your brand story better, it also improves the brand recall multifolds.

Connect with Chitralekha Studio’s video marketing experts today to discuss your next video project!

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