The Visual Key to Video Marketing
13 November 2020
Author: Jasmine Waters
According to Cisco, 80% of entire SEO traffic will consist of video material by next year. As brands and individuals alike battle the near constant changes of social media algorithms, many of us are turning to video to cut through the crowds and get our message out. Brands are having to fight for exposure twice as hard, the decline of print continues its journey steadily downhill, while the demand for advertising space shows no signs of letting up. Why should brands choose video visuals – and how are they being implemented in 2020?
Why should brands choose video?
There a number of different video formats a small or independent brand can choose from. The beauty of video content creation is that it works for any concept or budget – as nice as it might be to have or see, videos don’t need to be produced to a Hollywood standard in order to be appreciated and get the job done. Although many marketers choose to stay away from pitching via video (there isn’t a demand for consumers to be sold to), an educational video can be a personalised way of providing insight into your service or product. Interviews are a great way to enable a conversation across consumers, retailers and peers, while a brand can capitalise on the influencer community by creating product reviews or demos. The best way to continue to get up close and personal with a customer base continues to be through live videos, the championing of selling collections in the early stages of lockdown. Different platforms will have different optimum points of engagement, but this real-time method of communicating is proven to help build brand trust as well as encapsulating the feeling of a face-to-face interaction, allowing your consumers to be updated on brand business in a casual and interesting way.
How does this work for brands in 2020?
If we take a closer look at what’s happening within the fashion industry, those in high powered media positions are on the lookout for ways to expand the definitions of a magazine. There is still a great need to utilise both words and images to express an idea, but as we consume much digitally this year than we arguably ever have before, print has continued to suffer. Advertisers themselves are less enthused by editorials, and we are instead seeing the increase of brands and businesses who want to create meaningful content for themselves and their own platforms. It’s clear that brands still want this visual visibility, and are keen on having palatable, bite-sized content at their disposal. Some fashion media moguls are looking at transforming magazine into one continuous visual piece, with ads being swapped for video or augmented creations. With this in mind, there is a real opportunity for the medium of video to drive a new level of interactivity, consumers being able to digest and see content at a way that suits them best – making it all the more attractive to keep coming back to. Video allows small brands to think beyond their profits and products and provide a key insight into their philosophy, creating the positive practices that are worth sticking around for.
Images source: https://www.pexels.com/@yankrukov