In today’s digital world, it’s almost impossible to go a day without encountering a video. This format has taken center stage, and many consider it an unmatched communication tool for its ability to capture and hold attention.
From live broadcasts to social media ads, video has become an essential format for businesses and professionals across all industries looking to connect effectively and memorably with their audience.
Video has not only changed the way we consume content but also how businesses connect with their audience. So, why is this format so powerful in the digital age?
The Power of Video in the Digital Age
In recent decades, video has evolved in remarkable ways. We’ve moved from television to smartphones, from Blu-ray to streaming formats, and now to short-form content like shorts and reels (each platform calls them something different). And let’s not forget what’s coming with virtual reality, like we saw this year with the Apple Vision Pro.
Today, video reigns supreme. It’s consumed and produced on a massive scale, and the corporate world knows it well. Companies, brands, and professionals have embraced video as the most versatile and adaptable format for their marketing and communication needs.
We see this clearly on platforms like Wistia, one of the most popular for video marketing. Between 2014 and 2019, the number of videos uploaded by businesses on Wistia steadily increased, rising from nearly 2 million to 9.5 million. And that was before the pandemic further accelerated the growth of businesses in the digital world.
What makes this format so appealing and effective for businesses?
Video Usage Stats in Business
The Reach of Videos on the Internet
Companies, brands, and professionals are selling more effectively thanks to video, and their success is largely due to its massive reach.
Each year, studies reaffirm that video is a fundamental part of the global internet. According to the The Global Internet Phenomena Report by Sandvine, 1 in 3 files downloaded on the internet are videos.
Why is it so powerful? Many business and audiovisual production experts agree that video stands out for three key qualities:
- Specificity
- Visualization
- Speed
In other words, video can convey complex information in an engaging and easily digestible way for the brain, and it does so in record time. This makes it the perfect tool for presenting any offer in an irresistible manner.
Videos in Purchase Decisions
The impact of videos goes beyond the mere transaction; it starts much earlier. Videos are the ideal medium for bringing brand imagery to life, achieving solid positioning, and creating emotional connections that leave a lasting impression.
In the pre-purchase research stage, videos become educational and informational tools. They are no longer just entertainment; they are persuasive elements that facilitate interaction between people and the brand.
Gartner’s research, Create Video Content That Resonates With Customers, makes it clear: 37% of consumers turn to product videos to make purchasing decisions, whether during the research phase or at the point of choice.
Interactive Videos and Conversions
Videos reach their full potential when part of a well-thought-out strategy. Today, many digital advertisers combine video formats with programmatic advertising tools, as each piece can become an interactive element within an ad.
Even a simple interaction like a button is planned from the strategy phase, because combining video with interactive call to actions significantly boosts conversion rates, especially in e-commerce.
Brightcove’s study, Using E-Commerce Video to Drive Sales, highlights that 71% of global consumers find interactive videos, such as those with purchase links, essential for online shopping.
Challenges for Video in Businesses
Despite its popularity and effectiveness, obtaining high-quality videos remains a challenge for many businesses and professionals.
Traditional methods of video production can be costly and complicated, limiting consistent access to high-quality content. Additionally, closed change lists and long production times can slow down the creative process and delay content delivery.
However, the wide range of platforms and social networks that use video as a basis to capture user attention make this format key to reaching a global market with just a few clicks. That’s why investing strategically in video is worth it.
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