We often find ourselves skipping through content on the internet until we hit a video. It’s as though the digital world has trained our eyes to stop at motion. 

There’s a reason why customers are no longer swayed by ads, no matter how polished. They crave realness, and video delivers that like nothing else. A raw, unfiltered, behind-the-scenes video or a clip introducing your team can do more for your brand than a thousand promotional pieces ever could. 

Videos feel personal. They put a face to a name, a story to a product, and a personal touch to your message. 

So, if you haven’t leveraged video marketing yet, you’re missing out on building a human connection that’s fast becoming non-negotiable.  

Video Marketing In 2024: Why Is It a Must?

It isn’t uncommon for us to come across videos that make inspire us and even nudge us to try something new. The power to evoke emotions and spark actions is precisely why video marketing has become essential for businesses. 

Your good intentions alone would no longer help you cut through the noise. You need to get a little creative to create an instant connection with your audience, and videos help you achieve that. 

1. Shifting Social Media Trends

When social media first emerged, it was a simple platform for sharing thoughts and connecting with friends. Remember those early days of Facebook and MySpace, where text-heavy updates ruled the feed? 

Fast forward a few years, and the trend has shifted dramatically. With the rise of platforms like Instagram, we witnessed a surge in visual storytelling. 

Then came Tikok, the unexpected star that flipped the script. It invited users to watch and, beyond that, create videos just how they’d prefer. Suddenly, everyone became a storyteller, sharing quick bursts of life, humor, and artistry in a 15-second clip. 

The online world shifted once again, and video became the new language of connection. This evolution reflects a broader change in our consumption habits. As our lives become busier and more cluttered, the way we absorb information adapts. 

According to recent stats, over 3 in 10 internet users created video content for social media as of March 2024. More than half of them were between 18-34 years of age, and 36% were aged between 35-54 years.

For brands, this means recognizing that the old ways of communication, though they still exist, are no longer as effective. So, those who adapt to online video marketing will likely lead the way. 

2. Cognitive Overload and Shorter Attention Spans

Information today is as abundant as the air we breathe, but that doesn’t mean we’re any less overwhelmed by it. 

Our brains are equipped to process a certain amount of information every day. When that threshold is crossed, it can lead to confusion, frustration, and, ultimately, a decline in our ability to focus. 

According to the Mayo Clinic Health System, “When there is too much information to process, you may feel cognitive overload.” In other words, you struggle to absorb any further information. 

Cognitive overload often stems from our desire to stay informed and connected. 

As such, we often find ourselves bombarded with emails, social media updates, and whatnot. This is precisely why our attention spans are gradually shrinking. 

Research highlights that our attention spans have plummeted from 2 and a half minutes to 45 seconds. Therefore, people today seek quick, digestible content over in-depth analysis. 

Video marketing, especially short form video, offers a refreshing solution. So, despite the cognitive overload and shorter attention spans, you can capture your audience’s attention, and hold it. 

3. Neuroscience of Movement 

Think about the last time something moved unexpectedly in your peripheral vision. 

Did you notice how your head instinctively turned toward it? Nope, it wasn’t just out of curiosity. Neuroscience plays a major role here. 

As humans, we’re hard wired to respond to movement. Perhaps this instinct goes back to our earliest ancestors, where survival depended on noticing even the slightest motion in the environment, be it prey or predator. 

Therefore, when we see something in motion, our brains light up. It’s almost as if movement triggers a signal and demands our attention. 

This is why video marketing is a powerful tool. Unlike text or static images, videos play directly into our brain’s natural wiring. First, they captivate. Then, they inform. And finally, they keep us hooked. 

As a brand, it’s important for you to understand the connection between the human brain and movement. 

So, to truly make your content seen, make sure you leverage videos in your content strategy. 

4. SEO Benefits of Video Content

With millions of brands competing for attention, standing out can feel like an uphill battle. Great content is no longer enough on its own. 

What really matters is creating content your audience loves, and nothing grabs attention quite like videos. 

The good news is that search engines favor videos, and your audience is already on search engines. 

According to research by Wyzowl, SERP results containing video links get 157% more organic traffic. What’s more, landing pages with videos are 53% more likely to appear on SERP. 

Search engines love videos because they keep users on your page longer, and anything that makes users stick for long is a green flag for them.

When your visitors spend more time watching your videos, it sends a signal to search engines that your content is valuable. 

As a result, your website gets a boost in rankings. Forbes highlights that “videos have a 41% higher CTR (click-through rate) than plain text results.” 

In fact, it recommends that if you’ve tried everything to make your page rank but have fallen short, try adding a video. 

5. Micro Content for Micro-Moments 

We’ve all been there: standing in line at the coffee shop, waiting for the elevator, or taking a quick break at work. What do we usually do during those brief pauses? 

More often than not, we reach for our phones. This is when we search for something – an answer to a quick question or maybe a moment of distraction. 

These are what marketers refer to as “micro-moments,” and they’re literally everywhere. With mobile devices glued to our hands, these split seconds have become crucial opportunities for brands to connect with consumers. 

You know what’s even more interesting? Data tells us that mobile users are 3 times more likely to see videos in organic search results than static images. But the trick here is to utilize the power of short form video. 

When choosing this content format, look to Red Bull’s YouTube video marketing for inspiration. It delivers adrenaline-pumping moments in just a few seconds, and the audience loves it!

Such bite-sized videos are perfect for mobile consumption and give users exactly what they need in the moment (a quick tip or a funny clip that leaves them wanting more). 

Therefore, as a brand, you have to meet consumers in those micro-moments to create an impact.

6. Building Community Through Authenticity 

You might scroll past a text post from a popular influencer like Gary Vaynerchuk without a second thought. 

But when you see a video of him passionately sharing his insights or telling a personal story, it’s hard not to stop and engage. And that’s the difference video makes. 

Unlike written content, which can feel distant and impersonal, video offers an authentic glimpse into your brand. It could be a team member sharing their journey, a customer joyfully praising a product, or a founder discussing their mission. 

When brands embrace their true selves—imperfections included—they create a space where customers feel safe to engage and share. 

This is especially true today when audiences crave realness above all. In fact, data shows that 88% of consumers consider 'trust' a key factor in their decision-making process when selecting brands. 

Videos offer that intimate glimpse that the audience today seeks. 

As they connect with your brand, a community begins to form, a community united by shared values. And when people feel they belong to something meaningful, they naturally become your brand’s ambassadors and vouch for you in their circles. 

7. Enhanced Personalized

According to McKinsey and Company, 71% of consumers want brands to offer them personalized interactions. 

However, personalization is no longer about throwing your customer’s name in a greeting. You need to create an experience that makes the customers feel like they’re part of something special. 

For those seeking video marketing tips when it comes to personalization, consider this: if you’re a fashion brand, consider sending a video featuring outfits explicitly designed for a customer’s unique style. A tech company can offer solutions based on someone’s usage patterns.  

When consumers feel that a brand understands them, they’ll turn to it for every purchase. 

8. Humanized Brand 

Many brands today feel like faceless entities. Thankfully, a solid video marketing strategy provides an incredible opportunity to peel back the curtain and introduce the human side of your brand. 

There can be endless ways to utilize this strategy to its fullest. 

For instance, you can use videos to showcase product features. Rather than just listing benefits, consider demonstrating them in real-life scenarios. 

Further, we all have those moments when things don’t go as planned. In case you committed a mistake, a sincere apology video can go a long way in rebuilding trust. 

Consider the video from Daraz, an online marketplace. A young vlogger excitedly ordered a product but was left disappointed after opening the package. Believing he had been scammed, he shared his frustration online. 

Instead of shying away from the situation, Daraz made an apology video addressing his concerns and gifting him a drone as a token of goodwill. 

Showing your human side, acknowledging mistakes, and expressing your commitment to making things right through a video can transform a potential crisis into an opportunity. 

Partner With a Video Marketing Agency Chicago Today!

Videos have the uncanny ability to freeze moments. It allows us to savor the emotions behind a brand. 

When you share a story through a video, you invite viewers to feel, relate, and engage with you. It’s a call to join a journey rather than simply watching from the sidelines. And this is exactly where true loyalty is born. 

If you want someone to complement your video marketing strategy, our video production Chicago services can help. 

At Indirap, we’re passionate about creating videos that reflect your unique vision. Our video marketing services are designed to create a narrative that resonates long after the screen goes dark.

Let’s collaborate and create something special together because your story deserves to be told in the most impactful way possible!

FAQs

Why is video so important in marketing?

Video captures attention like no other medium. It combines visuals, sound, and storytelling that are bound to grasp the audience's attention despite endless content formats online. Your audience instantly feels connected to your brand and is more likely to prefer you over your competitors. 

How video can be used for marketing?

You can use video to showcase your products, introduce your team, and share customer stories. However, how you approach video content is only limited by your imagination. You can get more creative and come up with new ways to engage your audience – think breaking down complex concepts related to your niche in a fun, digestible way. 

What is the goal of a marketing video?

The primary goal of a marketing video is to spark action. You can build brand awareness, drive traffic, and increase conversions. At its core, a good marketing video should resonate with viewers and guide them toward the next step. 

How do you create a successful video marketing strategy?

Start by knowing your audience and defining your goals. Then, plan content that aligns with those goals. Make sure you keep your message consistent regardless of the platform on which you share your videos. Besides, don’t forget to track performance metrics. This will help you adjust based on what resonates most with viewers. 

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