Posted on Tuesday, August 1st, 2017 by

The Growing Importance of Video

Video, in the traditional sense has been around for many years in the form of film, TV, and of course, adverts. Videos, from a marketing perspective are a tremendously useful tool in getting a message across to an audience.

In this post, we’ll be looking at why video is becoming the most important form of communicating a message as well as some brilliant examples of video marketing.

Why Does Video Work?

Whether it’s corporate or promotional videos, videos are a medium which are set to account for 69% of consumer internet traffic by 2017, according to a report by Cisco.

Videos work on a number of levels, whether it’s from a marketing perspective or simply as an entertainment medium. Combining the two is what can make for an effective piece of marketing.

Take this video for example, created by Google to illustrate the sheer power of their ‘Google Maps’ and ‘Google Earth’.  

Perfectly illustrating how emotion can make a video more compelling, ‘Saroo Brierley: Homeward Bound’ uses a true story as a real-life case study as to how powerful a piece of software can be. Essentially, emotion sells, as evidenced by this video.

This is one way of getting a message across. Another way is using empathetic humanistic traits within the message to relate to the target audience.

Take this video, for example, created on behalf of Nike. Named ‘Better for It’, this video chronicles an individual’s inner thoughts whilst (attempting to) exercise.  

Starting off with subtle thoughts that all of us may encounter on a daily basis, the video’s narrative is played out like that one exercise we all hate, whether it’s running, yoga or weight lifting. By the end of the video, the act of the exercise is complete and we are, as the video says, ‘better for it’.

It plays on the fact that whilst many of us may hate doing something on a day-to-day basis, whether that is exercise or anything else, once we have completed the task, we’re much better off. Using cleverly placed lines of dialogue and imagery, we can all relate to this smart piece of marketing.

The Future of Video

The future of video looks bright. Here’s a few bits of data that’ll surprise you:

  • Every second, around a million minutes of video will cross networks by the year 2019. This means it would take around 5 million years to watch the amount of video which will cross the globe
  • Video on Demand (VoD) traffic will double by 2019, with HD video being 70% of on demand traffic, up from 59% in 2014
  • Content delivery traffic will deliver over 50% of all video traffic across the internet by 2019.
    Source: Cisco Forecast & Methodology 2014-2019 White Paper

With the ever-increasing availability of consumer/prosumer grade video equipment, video marketing is accessible to anybody with a high-definition camcorder and a good idea.

The Outlook Creative Group have worked with businesses all over the world delivering high-quality video content with a promise to get their message seen by people across a number of varying platforms. See what we’ve done on our Videos page.

Get in touch with us today to see what we can do for you.