Video content

Reports have shown that video content is the most in demand and popular form of content online today, with more and more businesses including it in their marketing strategy. People don’t always have time to read lengthy articles anymore; they want to find out information and news quickly and easily and video is a great way to do that.

Some reasons why you should be including video content in your marketing strategy include:

  • Improved SEO
  • Stronger Consumer Attention
  • Higher Engagement
  • Greater optimisation opportunities
  • Better email click-throughs
  • Stronger emotional connection
  • Increased customer conversions

According to the 2018 Digital Ad Spend Report by the Internet Advertising Bureau, £476 million more was spent in 2017 on smartphone video ads, making it the fastest growing online ad format. Furthermore, the report also revealed 2017 was the first full year that smart phones overtook computers for internet time.

Questions to ask before producing video content:

  • Why are we doing this?
  • Who is going to watch it?
  • What do we want to gain from it?
  • Where is it going to be viewed?
  • When is it going to be live?
  • What is the budget?
  • What are the creative requirements? Do we need props or actors/extras?
  • How will we do it?
  • What equipment will we use? iPhone/Mac or DSLR?

The report also highlighted that smartphone advertising grew by 37.4% in 2017, to account for 45% of internet ad spend. Accompanying YouGov data showed podcasts, social media stories and learning a new skill on smart phones surged in popularity. 29% of people had more of an interest in social media stories while 30% said podcasts.

Social media ad spend grew 38% and 83% of social spend is now going on mobile phones. This was a rise of 69% from 2016. Businesses are continually told to keep mobile devices

After producing and posting video content, you should analyse and review the it before making another one, and continually to see where your strengths and weaknesses are.

Key performance indicators you can use to analyse the video content

  • View Count
  • Clicks
  • Awareness lift
  • Ad recall
  • Conversions
  • Demos/Trials
  • Sales
  • Social Sharing
  • Play Rate
  • Comments
  • Watch time
  • View through rate
  • Brand interest lift
  • Completion rate

According to another report conducted by Wyzowl, one of the worlds leading explainer video companies, showed that in 2017 63% of businesses are using video as a marketing tool. Out of those, 82% of businesses feel video is an important part of their marketing strategy.

99% of businesses will continue to use video throughout 2017 and 82% of businesses will be spending more on video in 2017. 83% of businesses believe that video give them a good return of investment.

The report also revealed that 79% of consumers would rather watch a video to learn about a product, than read text on a page. 84% of consumers have been convinced to buy something after watching a brand’s video. 91% of consumers have watched an explainer video to learn about a product or service.

62% of those businesses said that the video on their homepage was an effective marketing tool. 97% said that their explainer video has helped increase user understanding of their product or service and 81% of businesses said that their explainer video has helped increase user understanding of their product of service.

Types of videos content to produce

  • Demos
  • Vlogs (Video blogs)
  • Branded content
  • Events
  • Expert interviews
  • How to
  • Explainer videos
  • Animated
  • Case study
  • Live – Facebook/ Twitter/ Instagram Live
  • 360 degree/Virtual Reality/ Augmented reality
  • Personalised messages

83% of consumers feels that an informal voice (chatty, laid back and conversational) would be more relatable and persuasive than a formal voice. 75% of consumers have been discouraged from buying a product because a voiceover in an ad annoyed or alienated them.

50% of consumers believe that one minute is the ideal length for an explainer video. 33% opted for between 1-2 minutes and 17% said less than one minute.

To see the full report, please visit

For more marketing guides, check us out at