Exploring the Potential of Video Marketing in the Digital Era

Authored by Manish Rao, Associate Creative Director (Copy), BC Web Wise

 There’s no denying the fact that we’re living in the age of information overload where the audience’s attention span is shrinking faster than the polar ice sheets. As an ad guy, whose primary job is to grab and hold the attention of the audience, I often feel blessed that I’m thriving in the era where video marketing is the king, my bad, the emperor. 

 Let me tell you the reason behind this - as per a research done by Cisco, online videos will make up a staggering 82% of the internet traffic! This number speaks for itself. And when we speak about video content, it’s not just about the flashy visuals and CTA screaming “Muft, Muft Muft”, video content is a strategic storytelling tool that a brand can use to foster its connections, educate its audience and ultimately convert the viewers into loyal customers.

 Some skeptics might debate that video marketing is just a wave or a fad but no, there’s science behind why video content reigns over other formats: 

• Effectively captures attention: Our brains are wired for visuals. Studies show viewers retain 95% of a message conveyed through video compared to just 10% of text. 

• Builds deeper emotional connect: Videos tap into our emotions, fostering a sense of trust and relatability with brands. Not to forget the enhanced recall value.

• Ideal medium for brand storytelling: Videos weave compelling narratives that resonate with viewers on a deeper level than static content.

• Accessibility & Convenience: Smartphones are ubiquitous, India alone has more than 600 million smartphone users who can access videos anywhere, anytime.

Another major reason for the popularity of video marketing is the evolving content consumption pattern of today’s audiences.

Here’s some mind-boggling data to prove it: A research study by AMPD platform shows that Indians spent 6.1 Trillion minutes consuming online video over a 15-month period from January 2022 to March 2023! And as per my guesstimate, the number is set to rise by around 15% this year. There are a lot of factors behind this shift towards video content including the prevalence of smartphones and affordable data plans, the rising number of video content creators, etc. 

 I started noticing this shift way back in 2018, when all the brands suddenly started shifting their focus on video marketing on the digital medium more than the static and text based content, and trust me, this change of heart wouldn’t have been possible without the cost effectiveness of mobile film making. Nowadays, almost every smartphone user owns a phone that can create viral worthy video content. Be it a multi-billion dollar enterprise or a week-old startup, brands are actively leveraging mobile film making these days a) for the amplified reach it offers and b) doesn’t require Hollywood-esque budgets. In fact at BC Web Wise, we’re shooting around 8-10 videos daily, for our clients as the demand for Instagram reels and short format content is increasing exponentially. 

 As we conclude this piece, here are some basic yet vital tips to maximize video marketing in the digital age: 

1 - Understand your TG: Sadly, the one size fits all formula doesn’t work in the digital realm, especially for video content. Tailor your content to resonate with the needs and interests of your TG. 

2 - Keep it short & crisp: Like I said earlier, the attention span of the audience is rapidly shrinking. Aim at creating short videos, preferably under a minute for maximum impact. 

3 - Always end with a Call to Action: Tell viewers what you want them to do after watching, whether it's visiting your website, subscribing to your channel, or making a purchase. Don’t shy away from calling out what you want. 

4 -  Keep an eye out for new tech: I can’t even begin to tell you how excited I am about the upcoming tech, specially AI tools such as Sora, which is an generative AI model that specializes in text-to-video creation. All I would say is, just keep your prompts ready!

 To sum it all up I would like to say that in today's digital landscape, video marketing isn't a luxury; it's a necessity. By harnessing the power of video, you can connect with your audience on a deeper level, boost brand awareness, and ultimately drive sales. So, grab your camera, unleash your creativity and get ready to explore the potential of video marketing in your digital strategy!