The popularity and effectiveness of video content continues to grow year-on-year with platforms such as Instagram, Twitter and LinkedIn all pivoting towards video as a preferred format. TikTok’s rise to fame is perhaps testament to that. According to a report by CNBC, the average Gen Z consumer spends 3.4 hours a day watching videos online. Gen Z also now account for 40% of all consumers.


Video content provides an impressive ROI, and that’s one of the biggest reasons why marketers are clamouring to use it. Hubspot research reveals that 88% of video marketers reported a positive ROI from the video marketing campaigns. Research from 2015 reveals just how far we’ve come – six years ago only a third of marketers achieved a successful ROI from video marketing.


Investing time into video content

Although producing video content is much more time consuming than taking pictures, there is a great opportunity to reach a wider audience through the use of multiple platforms. Both Instagram reels and TikTok use the 9:16 format which makes repurposing videos much easier and allows you to take advantage of users on both platforms. In addition, Instagram stories can easily convert to Pinterest video pins and Instagram videos are also the perfect format for Facebook. This means there are endless opportunities to push video content on multiple platforms resulting in a wider reach. Greater reach = greater return on investment.


Showcase products in a dynamic and personable way

If a picture can tell a thousand words, then a video can tell millions. Making personable video content is a good way to relate to your audience. This makes them much more likely to purchase your products. Statistics from Pinterest show that users are 2.6x more likely to make a purchase after watching brand video content on the platform. This shows that video content can be used as a sales tool to boost the profits from your products.


Review/testimonial videos

Many consumers take time to research products before they commit to purchasing. Brands can capitalise on this by creating video testimonials from happy customers that influence the buyer’s decisions. Testimonial videos can play a key role in converting potential customers into actual customers.