Why Companies Should Invest More in Creating Online Videos?

Why Companies Should Invest More in Creating Online Videos?

With the growth of digital video’s popularity, we’ll explore why brands should tap into consumer interest points and deliver key messaging through videos on social media, brand websites, and within online articles or blogs.

The age of digital marketing is here, and isn’t going anywhere soon. With the onslaught of options for digital marketing tactics and tools to enhance brand presence online, it’s become increasingly important for brands to understand their audience’s preferences and internet patterns. By analyzing research and surveys on consumer opinion and industry trends, we can understand what captures consumers’ attention, what influences their actions and purchasing decisions, and how we can blend seamlessly with their lifestyle and online habits.



With the growth of digital video’s popularity, we’ll explore why brands should tap into consumer interest points and deliver key messaging through videos on social media, brand websites, and within online articles or blogs.

Keep up with a Changing Industry

First things first: in order to understand why you should be allocating more marketing spend on video, it’s important to understand shifts in the industry and what other brands are doing to stay competitive and keep up with the changing tides. IAB’s 2019 Video Ad Spend Report revealed that on average, brands are expected to increase spend by over 25% to $18 million per advertiser on digital video in 2019, while 78% of direct-to-consumer (DTC) brands that have marketing budgets larger than $1 million plan to increase their ad spend on digital video this year. And the idea is shared amongst the majority of decision-makers: Demand Metric’s “The State of Video Marketing 2018” report found that 83% of marketers believe that video is becoming more important.



With large brands increasing spend and dedicating more marketing budget to digital video, it’s more important than ever for brands of all sizes (and budgets) to modify their own strategies in order to stay relevant and competitive. Consider starting the process by replacing a quarter of your banner ad budget with programmatic video instead, or swapping out static image-based social media ads for more eye-catching video that will grab audiences’ attention. 

Meet Consumers Where They’re Spending the Most Time

Video is quickly becoming the way consumers are discovering products that they’ll ultimately purchase: Research has found that 60% of people said they’re likely to watch videos about the products they’re interested in, and the two most popular places where consumers say they typically see products online that they end up purchasing are in an article or recommendation on a news website or blog, and social media ads .

Using these insights, brands can build marketing strategies to incorporate video into their social media strategies. Some solutions include purchasing custom-made content or ad space in videos hosted on websites that are frequented by their target audience, which tailor marketing efforts to reach consumers where they’re already spending time online.



Adapt to New Technologies and New Innovative Formats

Just like any technology that’s been available for years, digital video is constantly seeing new innovations and upgrades, making it more engaging and visually appealing to suit ever-changing audience tastes. According to IAB, new digital video ad formats are expected to have significant increase in adoption in 2019– particularly stories and shoppable ads. Research has also found that 3 in 5 people think it’s important to have quick and simple access to information and products through video as they watch. Brands can stay ahead of the curve in a competitive landscape by updating their strategy to incorporate new innovations such as interactive, shoppable, and click-to-buy video that answers the consumer demand for more simplicity and makes their path to purchase more seamless.

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