How the consumer became king

Brands with sophisticated video marketing develop a stronger connection with their audience, argues Emirates NBD’s Moadh Bukhash

In the noble pursuit of deeper customer engagement, brands today are waking up to the full potential of the digitalisation of video storytelling, taking public perception into their own hands.

Appealing to viewers requires more nuance than most believe, especially when establishing a personal connection with a mass audience. The global count of viewers on digital platforms is expected to reach 3.5 billion, with 52 per cent of viewers more likely to share video content over any other type of content, maximising outreach and potential for an exponential increase in demand for the medium.

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Only a select few companies have mastered the art of marrying a creative enunciation of their vision with technical expertise – a formula that provides opportunities to tell truly great stories worth sharing – stories with narrative balance between product functionality and the meaning we derive from them. 

So how can brands ensure their video marketing standards are up to speed while anticipating evolving trends? By remembering that age old adage – the consumer will always be king. 


According to a study conducted by Wyzowl, 91 per cent of consumers surveyed want to see more online video content from brands themselves rather than online reviews or commercials. The trend is transparent – consumers favour authentic representation above all else. 

With video accessibility now on every platform, brands are able to develop their own consistent narrative over a longer period of time. Sometimes this is through a combination of product demos and aspirational messages, allowing for a comprehensive, long-term narrative flow that is unique to brands that put in the work to meet consumer expectations. 


Society used to depend solely on conventional formats such as television and newspapers for entertainment and an awareness of their economic and social identity. The rise of social media presented an opportunity for social engineers and marketers to study consumer consumption patterns and create content centred around
human connection. 

Even if the primary objective of your video campaign is to convey mundane processes or straightforward product functionality, injecting levity, adventure or emotion can change the stakes. Making the content anecdotal and appealing to your audience’s thirst for escapism can make for effective and memorable engagement, while allowing the brand to play the role of a humorous friend who took the time to make you laugh. 

Brands can also leverage their audience’s passions and interests to drive brand loyalty in the long run, creating value in terms of information. The chances that your product or service is related to someone’s hobbies and interests are quite high. Assigning alternative value to your offering allows you to create buyer personas for more focused visual engagement. 


According to research conducted by Hubspot, 36 per cent of consumers claim that production value is important, while 28 per cent feel that it is essential. 

That doesn’t necessarily mean that brands are required to make investments in cinema-grade equipment and stunning celebrity endorsements. It means that while consumers become increasingly stimulated by the overwhelming amount of marketing content online, stellar video editing software backed by expert technical prowess and creative flair are what will help your brand’s content set itself apart – a reasonable investment for the relationship you can potentially develop with your audience. 

Advancing with the medium’s capabilities will also allow you to respect your audience’s time. Short-form videos tend to have a mass appeal because they tend not to linger, and get straight to the point. That isn’t to say longer videos are detrimental to your brand. It’s just knowing how to make the best use of the run time to ensure you don’t lose a grip over your audience’s attention. 


Video continues to be a powerful marketing tool for successful audience engagement, trusted by nine out of 10 businesses, with 92 per cent of video marketers gaining increased ROI from video marketing. Brands still lagging in the race need to leverage the visual medium to develop consumer trust, assuming creative control and crafting more authentic representations of their product. They need to know their audience and appeal to them with entertainment and educational value, while achieving and perhaps even pushing the boundaries of today’s standards of quality production. 

By Moadh Bukhash, Chief Marketing Officer at Emirates NBD