The Rise of Video Content in Today’s Marketing World

Video has taken over the marketing world in the last decade. With social media, streaming services, and apps for everything, digital marketers are strategizing their content centered on reaching their audience through video. 

Why?

Simply because video marketing is personal and shareable.  

Video allows marketers to convey a message to their audience in a way that can’t be conveyed in any other form of content. With video, brands can not only inform but they can engage, entertain, and persuade. 

The best video ads use a story to connect with their consumers emotions, reactions, and experiences. 

Gatorade was able to perfectly execute this in their “Love Means Everything” ad. After famous tennis player Serena Williams retired from the sport, Gatorade came out with an ad that effectively tugged at their consumers emotions. Taking them on a journey through Serena’s life and accomplishments and using a sense of community to relate that to their consumers.

You only need to go as far as the comment section on this ad to see exactly how well Gatorade was able to connect with their audience and provoke a reaction to their ad.

So, a reaction was provoked, now what?

As marketers, we don’t just want one consumer to react to our video, we want as many people as we can to engage with our content. 

That’s where the shareability of video content comes to play. Video is 1200% more likely to be shared than any other form of social content combined. 

That means if we succeeded in entertaining, engaging, informing, or persuading a consumer with our video content, then our consumers are spreading brand awareness for us through their social circles. Take any viral TikTok as an example!

As long as social media and the digital world continue to exist and grow, video content will become more powerful and important for brands and marketers in the next decade to come, ever evolving as new technology develops.