Video is an effective and engaging medium. From driving traffic to your agency, to educating your clientele on your business’ history – creating video content is an eye-catching method for getting your point across. Now more than ever, consumers are actively seeking out product demonstrations and reviews before spending their money. This trend towards making informed decisions is continuing to grow; with retailers citing a 40 percent increase in purchases as a result of video content. Over the course of the past year, video content has undeniably dominated the social spectrum and shows no signs of slowing down either. Studies suggest that by 2017, nearly three-quarters of all internet traffic will be video. This is no doubt a staggering statistic, but what exactly is causing video content to be consumed at such an astonishing rate?

For starters, video content is able to convey a sense of realism to the audience, and allows for a connection on a more meaningful level. Looking backwards to the first video on YouTube to garner a million views; Nike’s “Touch of Gold”, was uploaded in 2005 and featured pro-footballer Ronaldinho adorned in golden cleats, practicing his freestyle football skills. The video is shot in a single take and the ball does not touch the ground during this time.  This sort of a concept could never have existed as a photograph or audio-clip alone, as the single-video take arguably convinces the viewer that what they are seeing is real.

Secondly, people value information, and video content allows for complex information to be explained in terms that allow for everyone to understand. John Oliver is an example, taking convoluted political topics or social issues and deconstructing them (often times hilariously), to enable his audience to comprehend the previously incomprehensible. In that same vein, some companies are taking advantage of the explainer video trend. They allow the viewer to be informed of the services that a company offers, through a method that is as engaging, as it is educational. The more accessible the video is, the more likely it is to be shared, increasing your potential consumer market.

So what rests in the future for video content marketing? 2016 has been dubbed the “year of VR”, so it’s safe to assume that brands will continue to jump on the newest online trends. Where video content currently allows for an already engaging experience, 360-degree videos expand on this concept even further, and allow for a wholly immersive experience for the viewer. In the past year, Gatorade released a 360-degree video which places the viewer in the shoes of baseball player Bryce Harper.

As more and more businesses turn to video content marketing, it becomes increasingly difficult to develop content that stands out amongst the noise. Ultimately success relies on telling a good story in a unique fashion. Pace Creative can help you deliver your content effectively to your target market.

So, if you are thinking of creating a video to help attract qualified leads, we can help!

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