Current consumer behaviour and preferences clearly point to video as the future of marketing. Find out how to create video content that attracts attention.
In a world dominated by smartphones and social media, it’s not surprising consumer behaviour has undergone a seismic shift. As attention spans shrink, the demand for fast, engaging, and visually stimulating content grows, and competition for consumer attention gets fiercer, video content has emerged as the most effective way to captivate audiences.
The Rise of Video in Marketing
Research shows that 82% of global internet traffic now comes from video consumption. From YouTube to TikTok and Instagram Reels, audiences now spend more time engaging with video than ever before.
In the UK, these trends are particularly pronounced. A recent survey revealed that nearly 9 out of 10 Brits watch online videos weekly, with younger generations leading the charge. But it’s not just Gen Z—older demographics are also turning to platforms like YouTube and Facebook for informative and entertaining video content.
Why Video Content Drives Engagement
Video content is immersive, easy to consume, and more likely to evoke an emotional response than text or static images. Its power lies in its ability to tell a story, deliver value, and entertain all in one, and it ticks these boxes in just a few frames:
Creates an Emotional Connection: Videos combine visuals, audio, and storytelling to create a multisensory experience, making them more memorable than other formats.
Boosts Retention Rates: Viewers retain 95% of a message when delivered through video, compared to just 10% through text.
Encourages Engagement: Video posts receive significantly more shares and comments on social media, amplifying their reach.
Offers Versatility: Whether it’s a 15-second TikTok or a 10-minute product explainer on YouTube, video is easy to adapt for different platforms and objectives.
What Marketers Need to Know
To keep up with this shift, marketers must return to the drawing board to ensure they create video content that resonates with their target audience. This means understanding platform-specific trends, focusing on storytelling, and producing high-quality visuals that reflect brand values. Optimising videos for mobile viewing is also vital. Using subtitles, animations, and vertical video formats is essential for engaging an audience on the go.
Video production agency Perspective Pictures is leading the way by creating content that truly connects with audiences. This digital-first studio has mastered making authentic videos that grab and hold viewers’ attention by adopting an approach that deep-dives into audience insights, trends, and analytics
A Visual Way Forward
The future of marketing is clear: For effective audience engagement, you need video content.
Whether it’s educational videos, branded content, or anything in between, investing in video will help you stay relevant, build trust, and achieve results. The trick is to act now because video already reigns supreme, and facts and figures show that it will only get bigger.