Eleanor Hanwell
Eleanor Hanwell on 1 September 2021

Video is an increasingly popular medium and it’s estimated that the average person will have spent 100 minutes every day watching online videos during 2021. A staggering 85% of businesses use video as a marketing tool and in this blog we investigate some of the reasons you should be considering this versatile medium for your marketing efforts.


1 - It’s accessible

Technology has progressed now to make videos incredibly accessible. With internet access it’s possible to watch video content on the go via social media platforms. Whether you are at home, at work or on a train, you can entertain yourself with video content to pass the time.

It’s not just about the small screen though, video screens are also more prevalent in all sorts of locations such as shopping centres, sports stadiums and even at bus stops. These digital touchpoints contribute to 78% of people watching some form of online video each week and 55% of people watch an online video every single day.

With video content accessible to so many people, anytime and anywhere, adding this medium to your content plan is a no brainer to connect with your target market.


2 – It aids message retention

Video content draws on both visual and audio cues, which helps the retention of the message for viewers. For example, video viewers retain 95% of a message compared to readers who only retain 10% of information when reading.

This makes video the perfect medium for sharing educational content, such as product explainers with 95% of video marketers saying video has helped increase user understanding of their product or service. But it is also great for brand awareness. For example, using video content retargeting ads for leads who have visited your website is a great way to keep your brand front of mind.

If you have a message that you need to share and you want your audience to remember, using video is a smart move.


3 - It’s versatile

Got a message to share, do it with video! From product explainers to behind the scenes, testimonials to events, you can utilise video to share your message with your audience.

There are so many different styles of videos, you can use a different narrative and tone to suit your target audience, whether this is your internal team or external customers.

As it draws on both visual and audio cues, video is suitable for different age groups, those with comprehension issues or individuals where English might be their second language.


4 - It’s engaging

A key element of video is communicating via storytelling. This approach helps to build a structure for any messaging and create content, which is entertaining and engaging for viewers. In fact, out of every 10 people, 6 would rather watch online videos over terrestrial television.

By putting a story at the centre of your video, viewers are more likely to keep watching, share with others or complete actions such as visiting a website to find out more. The engaging nature of videos is why over 1 billion hours of YouTube content is consumed on the platform every single day.

If you are looking for content to engage your target audience, you will want to consider using videos.


5 - It’s easy to share

Social media platforms make it incredibly easy to share video content with our friends and family. Add to this the fact that video content is often shorter and more engaging and it’s no wonder that people are twice as likely to share video content with their friends than any other type of content.

To make video content that people are more likely to share you need to ensure your content is something that people want to engage with, whether that’s because it is useful and imparts knowledge, makes them feel something or entertains them.

As well as the content itself, it’s worth making sure that your video isn’t too long and that you are sharing it somewhere will the mechanism to make sharing easy, such as via TikTok or Facebook.



Video as a medium is growing all the time as is the ability to use it to market your business. Now we’ve investigated some of the reasons why it can be such a crucial tool for marketing, we hope you are starting to see where you can use it as part of your content strategy.

Not sure how to get started using video for your marketing efforts? Our expert team provides both video and animation production to help you create engaging and informative video content to help market your products and services. Click on the link below to book a 1-2-1 with one of our team.

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