The growing importance of corporate videos

Posted on Tuesday, August 1st, 2017 by

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

In this post, we’ll be looking at why videos are becoming the most important form of communicating a message. We’ve also included some brilliant examples of video marketing.

Why does video work?

Whether they’re corporate or promotional, 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 power of Google Maps and Google Earth.  


Perfectly illustrating how emotion can make a video more compelling, Saroo Brierley: Homeward Bound uses a real-life case study to show how powerful a piece of software can be. Essentially, emotion sells.

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. 


Better For It chronicles an individual’s inner thoughts while (attempting to) exercise. Starting off with thoughts that all of us may encounter on a daily basis, the video’s narrative plays out like that one exercise we all hate, whether it’s running, yoga or weightlifting. By the end of the video, the exercise is complete and we are, as the video says, ‘better for it’.

It plays on the fact that while many of us may hate doing something on a day-to-day basis, such as exercise, 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:

  • By the year 2019, around a million minutes of video will cross networks every second. This means it would take around 5 million years to watch the amount of video that will cross the globe.
  • Video on demand (VoD) traffic will double by 2019, with HD video accounting for 70% of on demand traffic, up from 59% in 2014.
  • Content delivery traffic will deliver over 72% of all video traffic across the internet by 2019.

Source: Cisco Visual Networking Index: Forecast and Methodology, 2014–2019

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 has worked with businesses all over the world to deliver high-quality video content that gets their message seen by people across a number of  platforms. See what we’ve done on our Video page.

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