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  • Writer's pictureJane Hayes Consulting

Video Is King, Long Live The King.

Updated: 17 hours ago

Businesses are fighting for viewer attention now more than ever, and reports say video is the top medium to help create cut-through. According to Mention, video generates more engagement than any other content type on Instagram, and according to Forbs, 39% call a vendor after watching a video. Still, images are great, and nowadays, there are many ways that businesses can share images, but these days, video is king. According to Hubspot, video will be the top investment for b2b brands in 2022, and according to Wyzowl, 87% of video marketers say that video has increased traffic to their websites. So, the question now is, what type of video content will you invest in for your business?

There is a myriad of ways you can add video and create further cut through in your industry. The good news is that there is a video type for almost every occasion that will fit your business tone and budget. Film a day in the life of a team member; you may choose the office creative, working on their craft; this is a great way to create a connection between brand and consumer. Go live on Facebook or Instagram and do a Q&A, live stream an event or batch-produce videos when inspiration strikes.

A bar graph showing the State of Video Marketing survey

According to Wyzowl’s State of Video Marketing survey, these will be the most popular platforms for marketers in 2022.

Before we go further, there are important things to know.

  • 33% of viewers lose attention and stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes (50 Wheel). Be sure to keep your videos short and sweet and hook them in early.

  • For under 45 seconds, mobile is the leading device for video consumption in Australia (at 69%). Be sure to make your content mobile friendly.

  • Social media posts with videos have 48% more views. Be sure to include them in your content strategy.

  • Online video is predicted to be the leading source of web content by 2022, with 82.5% of all web traffic. (popupsmart)

Below, we look at ways to implement video in your business.

1. Educational

2. Personality

3. Testimonial

4. Product

5. Series

Canva shows viewers how to use their platform in this simple yet effective educational video.

1. Educational.

Educational videos are a fantastic way to share information with your customers or viewers and inform them of your brand, product details, brand ethos or other information you would like to share. Educational videos can be a fantastic way to reduce product returns as viewers can effectively see aspects of the product before purchase. When done with creative flair, they can be easily sharable, assisting with brand cut-through.

2. Personality.

It’s so important not to sell, sell, sell; you need to show your brand personality to help create a bond between you and a viewer. This type of video could take the form of a day in the life of a staff member, showcasing their skills, having a laugh, and telling their story. Your personality video could be an animation with a funny or cheeky undertone; the most effective form depends on your brand’s tone.

3. Testimonial.

Testimonials are vital, many potential customers will review testimonials before making a purchase, and though written testimonials can be effective, videos can create better cut through. Video reviews can be deemed more genuine and help build trust with a brand, can be easily shared, and improve social proof.

Zendesk creates eye-catching product videos for their Zendesk Sunshine platform.

4. Product.

Product videos are easily sharable and can assist your customer in being a brand advocate. They can be highly effective in showcasing products and their attributes and help encourage a customer to purchase. Featuring relevant, eye-catching videos on your website can increase SEO, help make messages easily digestible, and decrease product returns.

Starbucks showcases their product and its origin story.

5. Series.

Do you have a lot to say? A video series may be the best way to go. Break a topic into bite-sized pieces or go through a new collection piece by piece to create engaging content that your viewers can enjoy. A video series can be more time-effective, as you can batch create and post when needed.

Jane Hayes Consulting, Leading You Through The Digital World:

Jane Hayes Consulting is an independent digital marketing agency founded to help businesses create consistent, creatively aligned, and strategic content. We can help you put your best foot forward with our expertly crafted team covering website design and building, marketing strategy, content creation, brand creation, and project management. We work within budget restraints and look towards the future.

Need assistance in developing your digital strategy and creating a business advantage? Contact Jane Hayes Consulting today and sign up for our newsletter.


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