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Why is video important in marketing?

Video content has become increasingly important in modern marketing strategies. It has the power to engage and captivate audiences in a way that text and images alone, cannot. Because the human eye is drawn to movement, video content stops scrollers in their tracks.

Starting with YouTube, where around 3.7m new videos are uploaded every day, then Instagram Video and now the rise of TikTok, 2023 will be a year for video content more than ever before.

Why you should include video in your content plan

Using video in marketing allows brands to showcase their products or services in a more stimulating and visually appealing way. This can be particularly effective for demonstrating how a product works, or for highlighting the unique features and benefits it offers. Seeing something in action is always more effective than reading or hearing about it – video makes it tangible and believable. Video content is highly effective in convincing people to make a purchase.

Video content can also be a powerful tool for building trust and establishing a personal connection with potential customers. By using video, you can give your audience a behind-the-scenes look at your business or reveal the people who work there. This humanises your brand and can help to create a sense of authenticity and transparency, which is especially important for building trust in today's digital age.

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In addition to its visual appeal and ability to build trust, video content is also highly shareable. This means that it has the potential to reach a much wider audience than other forms of content. For example, when a video is shared on social media, it can reach millions of people in a very short period of time.

Content including video is twice as likely to be shared making it one of the most captivating forms of content.

Measure your success

Modern video platforms provide detailed analytics that allows businesses to track the success of their video campaigns. This includes metrics such as views, engagement, and watch time, which can help you understand what is working and what needs to be improved. Video content can give your SEO a little boost, especially if it has transcripts.

With the power to engage and captivate, video content can build trust and reach a wide audience, all while being highly measurable. If your business doesn’t have video content in its 2023 campaign plan, now is the time to start incorporating it into your strategy.

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