There has been an evident rise in video content, motion graphics and animation in 2022. 

Companies in Toronto itself are making an average of 2 videos per month/ per company.

Why exactly has the popularity of video content shot up amongst marketers & audiences?

It’s efficient – for marketers & consumers. 

Let’s find out more about the growing love for video. 

#1 Increased watch time of consumers

During lockdowns, restrictive outdoor movement and the risk of wandering outdoors aimlessly; a big shift in consumer consumption took place. People were watching more content as a way to educate, learn and entertain themselves.

This gave a chance to companies to utilise and adopt more video advertising models. 

Even on the B2B front, companies started using motion graphic videos, animation videos to make visual sales (instead of face-to-face sales meetings). An estimation stated that on average, people were daily spending 100 minutes watching online videos. 

This habit grew on people and today watching a video almost every day – is a part of routine.

#2 92% of marketers consider video to be an important part of the marketing strategy

In 2015, about 78% marketers were vouching for the importance of video in their marketing strategy. However, in 2020, this figure grew to 92%. Today, almost every marketer accepts the power of video.

The main reason for giving video such importance is because it has received positive sentiment from consumers.

Consumers prefer watching video as opposed to images or long-drawn text.

However, it’s important to note that the video is baked well, to bring great ROI.

Fluff and fancy messaging won’t work. The video story needs to address the real problems of consumers/ businesses. It needs to deliver real solutions to consumers. 

A fancy video ‘about a stove’ isn’t working. 

A fancy video ‘about a stove’s use to the consumer’ is. 

#3 Videos support the decision-making process for consumers & help clear doubts

Videos have an important job to do – to guide, instruct and address objections/doubts/needs. All these aspects bring people closer to purchase. 

Explainer videos do this phenomenally well. Right from showcasing features of a product, how to use a product and giving an in-depth understanding of its functionality; consumers are receptive to video. A video can quickly clear the doubts of consumers. 

A few examples executed by Twisted Frame: 

Octapharma’s Nuwiq

RCB Mortgage Video 

Lastly, people don’t sell products anymore. They sell stories wrapped in a video.  

Imagine this. You’d like to cook brown rice and the jar is empty. You open an online shopping app to order it. A ton of brands selling brown rice appear. 

Two important processes have already occurred here:

  • A lot many products and services are available online.
  • There are ample choices to pick from. 

Marketers need not ‘sell’ to their consumers anymore. It’s about how to get the consumer to pick your product out of the ocean of choices. For this to happen, consumers need to ‘understand and remember’ your product in an engaging, receptive or entertaining manner. A memorable story can help them remember.

For your next video, keep the below in mind to connect with your customer and wilfully hold their attention

  • A great story in the video 
  • Choose the right video type (explainer, live-action, motion graphics, live shot, 2D/3D animation, livestream) to fulfill your brand’s objectives
  • Choose the right medium/mediums to place a video. Get to know where is your audience? LinkedIn, YouTube, Instagram, in a doctor’s clinic or somewhere else?