In the ever-evolving digital marketing landscape, staying on top of the latest trends and advances isn’t just a strategy; it’s a necessity. Over the years, various tools and techniques have emerged, each vying for attention and engagement in the crowded online space. Yet, one medium has undeniably risen above the rest, commanding influence and effectiveness in marketing efforts: Video production.
Almost 93% of web users worldwide watch video content every week, and a third of the total time spent online is dedicated to watching video content.
This blog delves into the importance of video in today’s marketing landscape, examines the related data and trends facilitating its success, and explores how video content can take your digital marketing strategy to a whole new level.
The Rise in Video Marketing Trends
Thumbnail-Sized Attention Spans: A Key Driving Factor
If you feel like your attention span has shrunk in the past years, you’re probably not imagining it. The Wall Street Journal published an essay describing a study from the University of California, Irvine and Microsoft Research that measured people’s attention span over more than 15 years. In 2004, their research showed that the average attention span was about 2.5 minutes. In 2021, people’s attention spans fell below a minute, dropping to just 47 seconds. Although there’s speculation about what the average attention span is today in early 2024, it’s logical to assume that it would be even lower.
But what kind of marketing content is perfect for short attention spans? Videos.
Total Views: The Increasing Prevalence of Video Content
Video is no longer just a content format; it’s become a cornerstone of modern marketing strategies. In fact, a Wyzowl survey conducted in late 2023 showed that almost 90% of marketers feel that video is an essential element of their overall strategy and more than 90% use video as a marketing tool. As such, it’s unsurprising that Hubspot’s 2024 State of Marketing & Trends Report emphasizes that video-first apps are growing in popularity at a rapid pace. You can check out the highest-ranking platforms for digital marketers in the table below.
| Platform | Survey Respondents’ Usage |
| 29% | |
| 29% | |
| YouTube | 26% |
| TikTok | 24% |
| X (i.e., Twitter) | 16% |
The Importance and Advantages of Video Production
Like-Worthy ROI Benefits
Everyone wants to see their business’s marketing efforts return a good ROI, right? Well, by incorporating video production into your marketing strategies, this goal becomes considerably more achievable. In fact, Section 5 of the Wyzowl survey indicated that as much as 90% of respondents feel that video marketing has provided a good ROI.
On top of that, Hubspot’s Marketing Report also revealed that short-form videos, in particular, offer marketers the highest ROI than other types of content. This focus on short-form video content likely reflects most people’s shorter attention spans. Wyzowl’s survey indicated that 39% of respondents found 30- to 60-second videos to be the most effective and ideal length.
For a broader overview, take a look at the table below to see just how the different types of marketing content compare with one another in terms of ROI.
| Type of Content | Percentage of Survey Respondents That Indicate it Yields the Highest ROI |
| Short-form video | 31% |
| Images | 22% |
| Blogs | 15% |
| Case studies | 15% |
| Podcasts and other audio content | 14% |
Comment-Worthy Brand Benefits
The benefits your business can reap from producing video content are seemingly endless. For instance, 90% of respondents to Wyzowl’s survey indicated that video content has helped them improve brand awareness and visibility, and almost 90% of responding marketers have found their video content to increase user understanding of their product or service offerings. And on top of that, 87% of survey respondents indicated that video marketing has helped them generate leads as well as drive sales.
Moreover, the great thing about video content is that it can be applied to a broad range of use cases—you’re not just limited to renditions of the latest dance challenges. To elaborate, you can look over the table below to see how respondents of the Wyzowl survey incorporated video production into their marketing strategies.
| Marketing Use Case | Survey Respondents’ Usage |
| Customer testimonials | 39% |
| Explanation videos | 38% |
| Social media videos | 34% |
| Presentation videos | 34% |
| Product demo videos | 32% |
| Sales videos | 30% |
| Video ads | 30% |
| Customer service videos | 28% |
| Customer onboarding videos | 22% |
| App demo videos | 22% |
Share-Worthy Benefits for Users
It’s clear that video content is a powerful and effective tool in marketing strategies, but what about the end-user side of video marketing? Have you ever wondered what the experience is like for them?
Wyzowl’s 2024 Video Marketing Statistics report shows that almost 45% of users would rather learn about a company’s product or service offerings through a short video. Although this statistic might seem low, it’s significantly larger compared to how users feel about their other options. For example, only 16% of respondents indicated they would prefer to learn more about a product or service via an ebook or manual, 15% preferred infographics, 13% opted for text-based content, while only 6% favored sales calls and a mere 5% preferred to use webinars or presentations. Unsurprisingly enough, Wyzowl’s survey went on to state that 89% of users are interested in seeing more videos from brands as the year progresses.
But how else has video content affected end users? What sort of actions are videos driving users towards? For more insight, you can check out the information pulled from Wyzowl’s survey in the table below to see how video content has influenced users and potential customers.
| User Interaction with Video Content | Survey Respondents’ Usage in 2024 |
| Learn more about a company’s product or service offerings | 91% |
| Converted into a customer of a brand’s product or services | 82% |
| Convinced to download software or an app | 77% |
Share-Worthy SEO Benefits
Did you know that video content can actually boost your search engine ranking? According to a Forbes article, videos enhance an individual webpage’s quality, which can help push your website to the top of search engine result pages (SERPs) and direct users to your website.
That being said, 82% of Wyzowl’s 2024 Video Marketing Statistics survey respondents accordingly indicated that videos have increased users’ dwell time on their business’s website, and 86% of survey respondents went on to say that video production has helped boost their web traffic.
How to Use Video to Enhance Your Marketing Efforts
Since attention spans are generally on the shorter side, pressure is added to video production to create content that quickly draws in viewers and holds their interest. You don’t have long—in fact, you have less time than you might expect. An MIT study showed that the human brain can identify and react to images in just 13 milliseconds. Impressions are formed quickly, and if you don’t make a good one, you stand to lose a potential customer to the competition.
Fortunately, video content is a powerful tool for connecting with your audience.
Tap Into Your Audience’s Emotions
One of the great advantages of video content is that the video format provides a dynamic canvas for storytelling. As a result, this allows brands to convey their narrative with depth, emotion, and authenticity. By leveraging compelling visuals, music, and narration, you can create immersive experiences that resonate with your audience on a visceral level, fostering lasting connections and brand loyalty.
Showcase Your Products and Service Offerings
There’s nothing more frustrating than finding something you’re interested in potentially buying, only to realize that there isn’t much supporting information available. To prevent this, we suggest making videos that present product demos and address common questions and customer concerns.
Take Advantage of User-Generated Video Content
Although users might not be able to create as sleek a video as your business can, user-generated videos carry a lot of weight. For instance, positive customer testimonials can help inspire confidence in your company and set potential customers at ease. Moreover, people love a moment in the spotlight. Say your business shares user Alex’s product review video on your company page. Alex is much more likely to publicize your sharing of the post and direct their followers to check out the original video, ultimately helping direct users in your business’s direction.
Produce Enviable Video Marketing Content
With video content reigning supreme in today’s digital marketing landscape, it’s essential that your business creates high-quality and engaging videos that really reel viewers in. But if you’ve already got a full plate, J&L Marketing is here to help make your video marketing efforts less stressful and much more enjoyable.
Our team of industry experts specializes in creating video content tailored to several different platforms that deliver results you can both see and measure. Not only can we help you create high-quality videos, but we also take steps to ensure that your videos strategically connect with and leave a lasting impression on your business’s target audience. In turn, our team can help your business substantially optimize your digital marketing strategies, expand your viewership, and encourage audience engagement. This empowers you to focus on other parts of your business while ultimately benefiting from a higher ROI.
Together, we can create original, compelling video content that strategically propels your digital marketing strategies forward, driving your company’s success and growth. You can learn more about J&L Marketing’s vision, values, and what we do by visiting our website here.
Are you ready to transform your videos into powerful, revenue-driving assets? Contact our team today to discuss how we can help propel your business’s video content to new levels of success!
