Video Content: Why It’s Important, and Why Your Brand Needs It?

Scientists reckon that our attention span is now shorter than the goldfish (a goldfish has an average attention span of 9 seconds). That’s how long it takes before we lose interest: 8.25 seconds, to be precise (source: Wyzowl).

How often do you skim through articles, deciding within the first few seconds if it’s worth your time to continue reading? Considering how much we are bombarded with content these days, it’s not surprising that we’ve become somewhat indifferent to it.

We expect more from marketers and advertisers. We can tell from the first few seconds if it’s something original or more of the same being regurgitated for the 1000th time. We’re more interested in the “why” than the “what”. Which brings us to the importance of video content.

Why Video Content?

According to HubSpot’s 2017 survey, 54% of global consumers say they prefer to see video from a brand or business they support over other types of content.” Add to that the following stats from Impact:

  • The word ‘video’ in an email subject line increases the click-through rate by 13%.
  • By 2019, internet video traffic will account for 80% of all consumer internet traffic.
  • Videos of a maximum length of 2 minutes get the most engagement.
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

If that’s not compelling enough, Animoto’s 2018 State of Social Video Marketer Trends report finds that “93% of marketers say they’ve landed a new customer thanks to a video on social media”, besides the fact that “48% of consumers on Instagram said that they’ve made a purchase due to a brand’s video on the platform in 2018 — a significant increase from 32% the previous year.”

If you’re not promoting your brand using video content, it’s high time to start.

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What Kind of Video Content?

There are different types of video content you can use to market your brand, depending on what you’re trying to achieve, the nature of your business, and your target audience. If you’re looking to promote general brand awareness of a product or service, here are 5 types of video content that will help you boost brand visibility and engage with a wider audience:

  • Social Media

As we highlighted in the stats above, videos on social media are proving to be a key influencer amongst consumers these days. Short videos on Instagram, Facebook, and YouTube are a great way to enhance the visibility of your brand, as confirmed by the Animoto report that “Facebook, YouTube, and Instagram are the top 3 platforms for marketers posting social marketing videos and video ads.”
The beauty of these platforms is that the shorter the video, the better. Instagram for example, only allows video clips no longer than 1 minute. This keeps the message short, concise, and engaging. It means you don’t need as much footage, rather, you focus on the most relevant and interesting footage. New to social media videos? Here’s a case study of an Instagram video we produced for a client.

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  • Product Demos/ Instructional Videos

Short product demos or instructional videos are a great way to showcase your product’s unique features, teach the audience how to use it, and even to conduct tests on its durability and performance. Besides using these videos to educate customers and build brand awareness, you can also use them for internal training for your sales and service teams.


  • Virtual Tour Videos    

 Promoting residential, commercial, or travel and tourism property? Why not use 360-degree videos to provide a virtual tour of the space? Words can only say so much, and still, pictures can’t always convey the ambiance one gets from a beautiful view, or the energy from a bustling, dynamic business environment.


  • Interviews

Build trust and brand credibility by sharing engaging interviews with industry influencers and opinion leaders, whether in a formal setting, a casual chat, or via live interviews at special events. Showcase different perspectives to project an open and progressive brand image — an authentic approach will connect better with the audience.

  • Live Videos

Thanks to technology and social media, now we have the ability to do live streaming in real time. Live videos on Instagram and Facebook allow brands to show an exclusive, ‘behind-the-scenes’ perspective, as well as interact with the public directly with the ability for viewers to post comments and brands to respond on-the-spot.
According to this list of 62 must-know live video statistics by Vimeo, “viewers spend 8X longer with live video than on-demand: 5.1 minutes for on-demand vs. 42.8 minutes for live video content.” Live is apparently the key differentiator in gaining visibility on social media feeds. Learn more about how live streaming an event will benefit your brand.


Need help producing video content to boost your brand presence on social media? Drop us a line to find out more about our event photography and videography services in Berlin, Hamburg and Frankfurt. At SeeSaw Event Photo Agency, our professional photographers and videographers believe in a personalised approach that puts your brand first. Our services are tailored exclusively for your specific needs, as no two brands are the same. Share your vision with us.