Why Video is Vital to your Marketing Strategy

As the founder of a growing business, I’ve seen first hand how video can transform a brand’s reach and engagement.

In today’s world, consumers are looking for a quick content fix, where everything is so fast paced - video is an essential part of a marketing strategy. Especially now on LinkedIn, where the algorithm is favouring video - it's a great time to be sharing on here.

The rise of video

Over the years, there has been a dramatic shift in how consumers engage with content. Ten years ago, video felt like a luxury, used by big brands with big budgets. Today, it’s a must-have for businesses of all sizes.

Did you know 86% of businesses now use video as a marketing tool (Hubspot 2024 Video Marketing Statistics Report), up from just 33% a decade ago? I think it's is partly because video is more accessible. Platforms like TikTok, Instagram and Capcut make it easy for anyone to create and share videos, so it's never been easier for literally anybody to get creating. And because everything is so fast paced, 'quick and dirty' videos for social media have become the norm.

That said, there are definitely times where a business will need to invest in higher end production. For example, when it comes to showcasing your products or developing a corporate video for a corporate audience, a 'quick and dirty' social media edit just won't do.

My point is, know when you need to invest.

Consumers are actually expecting to see video content from a business now, and if businesses are not meeting that expectation, they could be losing attention to competitors who are.

Why I think video is so powerful

From my experience, video brings your brand to life in a way that text can’t. It allows us to connect on a human level with our audience, to put a face to a business. After all, in 2024, people buy from people.

I’ve noticed that short-form videos - those under two minutes - perform best, especially on social platforms. We live in an age of information overload, and people want quick, digestible content that they can consume on the go.

But you have to capture attention within the first couple of seconds, or you've lost your audience to a scroll and the other 1 min 58 seconds is a waste. The first few seconds of a video are your 'hook' - make it count.

Can you make a video go viral?

One question I get asked is, “How do you make a video go viral?” My honest answer: you can’t plan for it. I’ve seen videos take off unexpectedly, but it’s always a mix of the right content at the right time.

Virility is often driven by factors beyond your control, like timing, platform algorithms, or pure luck. Of course, there are certain elements that help - like tapping into emotions or using humour - but there’s no magic formula. What I’ve learned is to focus on creating authentic, high-quality content and let the audience decide what resonates.

I recently did my own video on my LinkedIn profile on viral videos. Take a look here.

In my view, video is one of the best investments a business can make in its marketing strategy. It's great for driving brand awareness, increasing sales, and simply connecting with your audience on a more personal level.

Don't get me wrong, if you're choosing to put your face on camera, it can be terrifying, but it's worth it if it gives you a stronger connection to your audience. Trust me, I'm right there with you!

So if you're not using video in your strategy yet, please start. It's like AI - its where the world is headed and we all need to embrace it or get left behind.

Thanks for reading,

Vic

Founder and Director of Bearhat Marketing