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Video still killed the radio star – the rise of video content in the advent of COVID-19

Updated: Oct 5, 2020

Lauren Mouton: Social Media Manager

“The single most important strategy in content marketing today is video.” Gary Vaynerchuk

Platforms on all major social media channels have drastically changed to be able to distribute videos. Nowadays, our audiences watch more videos on Facebook than on YouTube. It is because it is highly more engaging than any other content type. Video allows you to establish rapport with your audience; it is easier to evoke an emotional connection that has long lasting impressions.

To get maximum impact, the content you create in the video should be smart, shareable and personal. It is easy to set the tone in a video compared to a written piece of text or static image; we all know the saying ‘a picture tells a thousand stories’ what more a video. Video content makes storytelling so much easier, in the words of former Ogilvy Chief Creative Tham Khai Meng

“Story telling is probably the single most popular recreational activity after sex and shopping”

When a video content piece carries a personalized touch, the stories within it resonate with and become more relatable to the audience. Ultimately what we as content marketers thrive for, is creating emotional connections between the brand and the consumer. We understand that real brands sell solutions and not the product itself. If the solution is even more captivating and emotional – then we have hit the ‘bulls-eye’. Fundamental to video content marketing, having a clear message is more important than ever for a brand, don’t leave you consumer wondering.

According to Wyzowl State of Video Marketing Survey 2020, 92% of marketers rate video as a significant part of their marketing strategy. In 2015 alone 75% of marketing strategies considered video. Up to 88% of marketers believe that video gives positive ROI.

Research and data indicate that people spend 100 minutes a day watching online videos. The latter alone should be convincing enough evidence that online video content is on a significant incline.

Social media allows for many more types of video content to be generated in an instant, regardless of platform preference, you can go from live videos to in-the-moment videos, to pre-recorded. Instagram is the second most popular option, with 13% creating live videos on the platform. Live videos are an effective way to generate conversation and build a community with little to no cost associated.

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