The power of video

Video has become the primary way content is consumed, making it a necessary asset for marketers and advertisers to engage their target audience, and businesses and individuals to produce and get information out to the masses.

Visual media is splashed across all online social platforms, consuming the majority of our Facebook, Twitter, and Instagram feeds, not to mention the sole player on Snapchat and YouTube. It is now rare to find content without a video or graphic to accompany it.

The growing culture of fast information makes video integral to marketing and advertising. According to Forrester Research's Dr. James McQuivey, “a minute of video is worth 1.8 million words”. Some companies are heralding Forrester's finding as the dawn of a new era for video marketing online (Market Wired).

A study done by Animoto also highlighted its importance, claiming ‘80% of consumers say a video showing how a product or service works is important when learning about a company’.

So it’s important to stay ahead of the game. Video has become a voice of its own, with consumers preferring ‘the immediacy, visual impact and simplicity of watching content’ (The Profitable Firm). Every day, over 500 million hours of videos are watched on YouTube, and with over three million searches per month, makes it the second largest search engine in the world, bigger than Bing, AOL, Yahoo and Ask.com combined (Forbes).

a minute of video is worth 1.8 million words
— Dr. James McQuivey

In an increasing, fast paced digital world, video marketing approaches are as imperative as ever. Millennials are wired to quick, genuine and engaging content, and marketers are happy to oblige, in return for increased web traffic and engagement.

But it’s not all sunshine in the visual world. As the Reseller Club so gracefully puts it, “an online audience today is like a monster that can carry you to fame by taking your video viral or drown you in the ocean of bad content where slander lasts forever”.

Despite the interesting and unforgettable (and not in a good way!) videos that have graced our screens, the power and influence of one’s video reaching millions of people across the globe is undeniable.

Whether it’s to pass on information, educate people on your business and services, vlogging your day-to-day life, or playing around for viral fame, video has become the voice of our generation.

And with 1.8 million words in 60 seconds of video - so they say -, what are you waiting for?

SuccessScott Bidmead