Creating inclusive and impactful video.

Why video is essential for your brand’s success  
 

Many organisations fail to use this powerful format in their content strategies consistently. And have no clue about the impact.  Head of Video Mark Darlington explains why it’s time to tune in to video or fear losing impact with your audiences… 

Why video? Why now? 

Let’s look at the facts: 

• Digital video viewers worldwide are expected to reach 3.5 billion in 2023.  

• On average, people watch 17 hours of online videos weekly and are 52% more likely to share video content than any other type.  

• Not only that, 75% of viewers watch short-form video content on their mobile devices.  

• B2B video content achieves an average engagement rate that is 1200% higher than text and image-based content combined 

• TikTok remains the leading platform for short-form video content, especially among Gen Z, with the highest engagement rate among short-form video platforms.  
   

Video marketing significantly impacts ROI 

It’s not just about the impact and reach of video channels, but the content itself. 

87% of marketers report a direct increase in sales through video marketing and including video content in marketing campaigns can lead to a 34% higher conversion rate.  

With 84% visiting a website after watching a video ad about the brand’s products or services.  

Websites with embedded videos are 53 times more likely to appear on the first page of Google search results.   

The importance of creating impactful ethical video content  

With all those facts driving your decision to deliver content – how can you make the content work for you? 

There are many different video formats to choose from, each suiting different needs. Determining the message you want to convey and how you would like it to be seen is crucial. With this in mind, it’s essential to think about what will keep a person watching your video. Is it the music?  The pace? The visual experience? Or the character on screen?  More than ever, those factors can make or break the impact on your audience and how your message comes across. 

 
The growing emphasis on sustainability and ethical marketing reshapes how brands approach video content. Consumers are increasingly drawn to brands that reflect their values and are committed to social and environmental responsibility. Integrating these elements into your video strategy enhances engagement and builds trust and loyalty. By creating content that is not only visually appealing but also ethically sound, brands can forge deeper connections with their customers and stakeholders and stand out in a crowded digital landscape.

Action will speak louder than sound. 

Most videos are watched without sound, especially on mobile devices where 83% of viewers choose to watch silently. Visuals are crucial for capturing and retaining attention, making creative captioning an art form 

When creating content, consider scripting, actors, locations, and animation. Remember, authenticity matters more than Hollywood-level production. Educate your audience; don’t just sell to them. Be authentic, build trust and create a meaningful connection. 

 
Don’t always seek visual perfection. 

Beyond traditional video formats, more creative approaches such as user-generated content (UGC), interactive videos, and VR/AR can significantly enhance your content strategy.  

• UGC allows brands to leverage authentic content their audience creates, fostering trust and community engagement.  

• Interactive videos provide an engaging experience by enabling viewers to interact with the content, making it more memorable and impactful.  

• VR and AR provide immersive experiences that can captivate audiences and provide a unique way to highlight products or tell stories.  

Blend innovative formats, prioritise visuals, and stay authentic to create compelling video content that resonates and stands out online. 

But do seek to be inclusive and accessible. 

Video is inherently accessible and inclusive. It transcends language barriers through visual storytelling, making it easier for diverse audiences to engage. Subtitles, closed captions, and AI-driven automation enhance accessibility for those with hearing impairments, while descriptive audio tracks can aid visually impaired viewers. By leveraging these technologies, businesses can create engaging, effective video content. 

Emerging technologies like AI are revolutionising the video production process. Automating tasks such as captioning, translation, and content personalisation, ensuring that videos can reach a broader audience more effectively. AI-driven analytics provide insights into viewer behaviour, allowing businesses to tailor their content to meet their audience’s specific needs and preferences. By leveraging these technologies, businesses can create effective video content. 

Measure … and measure some more 

Measuring the impact of video is crucial for understanding its effectiveness and optimising future content strategies. Views indicate reach and audience engagement, while likes, comments and shares suggest the content resonates with viewers. But you can also measure conversions, operational time saved, and revenue generated. Tracking these metrics effectively will help you to understand your video’s true impact. 

Video is a critical tool in modern marketing strategies. Its ability to engage audiences through compelling visual storytelling, coupled with its accessibility and inclusivity, makes it indispensable for businesses. All organisations should embed video into their content and communications strategies to connect with audiences, drive engagement, and achieve ROI. 

Cavendish helps organisations navigate this dynamic landscape. Our expertise in video production and strategic marketing ensures impactful, ethical, and engaging content tailored to your brand. Elevate your content and video marketing strategy with high-quality production, innovative formats (like UGC and interactive videos), and AI-driven personalisation. 

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