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Why video is the future of digital marketing, by Binoj Nair, Canon Middle East

By Binoj Nair – B2C Marketing Director at Canon Middle East.

While there is no denying that we live in a digital era, no one could have predicted the exponential growth of multimedia content, particularly video content, as a result of the COVID-19 pandemic. Studies indicate that being forced to stay indoors and practise safe distancing resulted in a 60% increase in the amount of video content watched globally, with additional projections indicating that over 80% of the global internet traffic in 2022, will come from video.

The effectiveness of video as a way to engage with customers, distribute content and pass across a message has never been more substantial, with most marketers now counting video content as an essential tool in their marketing strategy. Here are the top 5 reasons why video is the future of digital marketing.

High brand recall for video content

In today’s fast-paced world, it comes as no surprise that people prefer to consume bite-sized videos over text-based content, as a time-saving measure. The popularity of video content is further enhanced because of its highly visual nature, making it easier to remember, leading to a higher level of brand recall.

With most marketers looking for ways to ensure brand relevance through brand recall, and statistics estimating that social videos generate about 1,200more shares than text-based content, videos are fast gaining popularity as the anchor of any marketing campaign.

Secure a mightier SEO ranking with video content

Videos aren’t just a great way to engage people and grab their attention – they go a long way in improving your SEO and website rankings. Video content can significantly increase brand visibility and drive more web traffic, thereby increasing the website ranking on various search engines. Most search engines have already started to focus on video content (over all other types of content) and rank them higher. For example, in the case of Google, it has been estimated that if you have a video on your brand’s landing page, you’re 50% more likely to rank on Google’s first page.

People love videos as a form of storytelling

Videos are easy to digest, visually appealing, and have the ability to build a powerful human connection. Consequently, most brands are seeking to create video content that humanizes their brand and helps create long-lasting relationships with consumers.  In addition to helping share a brand narrative, videos are a great source of entertainment. One only has to look at the meteoric rise of TikTok, with it being one of the most downloaded apps during COVID-19, to see the mass appetite for video consumption. Videos allow one to engage in elaborate forms of storytelling that push the boundaries of imagination, innovation, and uniqueness while telling stories that inspire, educate and entertain, all at the same time.

Videos have tremendous reach

Video content is thriving across a multitude of platforms. Gone are the days when video content was primarily found on Youtube – with the prominence of Tiktok, IGTV and even professional platforms like LinkedIn introducing their ‘stories’, there’s no escaping the prevalence of this medium. This boasts a tremendous opportunity to secure a significant share of voice across many social media channels and thereby engage with a whole new generation of audiences.

Potential to go viral and increase both engagement and interactions

One of the most important benefits of using video is the potential for it to go viral. When people find a video entertaining, amusing or memorable, they will share it, resulting in more engagement, interaction and traction on that video – which is essentially a form of free advertising. With over 90% of people who consume mobile videos opting to share, this is a powerful tool for any brand that wants to amplify its reach.