"If you're skeptical about the powers of video, you need to understand how your audience consumes media. There's no hiding from the explosion of video content in social platforms. The most downloaded social media app of 2022 so far is, once again, TikTok, an application solely dedicated to video content. According to one source, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text."
"If you're still not sure about adopting video, then it's worth exploring how other marketers are finding video as a tool. According to a recent survey, 87% of marketers have reported a good ROI from using video. Most of this investment will come from careful consideration of content being created v budgets available. Most marketers have in-house capabilities, which helps keep costs down compared to going externally."
Video is becoming the most effective content marketing channel due to strong audience preference and superior message retention. Viewers retain 95% of a message from video versus 10% from text, contributing to a 25% growth in video marketing over six years. Marketers report high returns, with 87% indicating good ROI and many relying on in-house production to lower costs. Social platforms prioritize video formats, offering stories, shorts and reels across TikTok, Instagram, Facebook and Twitter. Social video enables global sharing and rapid virality, allowing brands to reach vast audiences with a single like or retweet.
Read at The Drum
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