Why you aren’t doing enough video

No medium has benefited more from the technological advances of the last 20 years than video, and the impact of coronavirus has pushed it even further into the spotlight. Senior content specialist Tom Snee looks at how video consumption has changed, and how businesses can ride its growing popularity wave.

Usually, blogs like these would start with a stat, highlighting how much video consumption has increased in the last decade or how many people list it as their preferred method of viewing content. However, in this case, video is so ubiquitous that any stats would be merely stating the obvious.

Video content has gone from being something that is expensive and cumbersome to something that we all create and consume – in some form or another – on a daily basis. Since YouTube democratised video sharing in 2005 and the iPhone started doing the same for creation and consumption three years later, the way we interact with moving pictures has changed markedly.

Especially given the way that this year has panned out, we are now very much through the looking glass in terms of how dominant a flavour video has become in the media cocktail.

There’s nothing new under the sun – I still lose sleep over how Skype blew a ten-year head start to Zoom, and I refuse to believe that TikTok isn’t just Vine with built-in music – but the way we approach video (both as creators and consumers) has evolved.

Video for businesses is no longer just about selling products or services; it’s about building connections between you and your audience. Video has long been used by brands to educate and entertain, but one benefit that is often overlooked is the trust it creates between you and your audience.

Brands want to be seen and heard, but in such a noisy media landscape, the primary challenge is actually listening to what your audience wants. As a consumer, the businesses we feel most connected with are those that feel like they listen and understand us.

Using video – especially on social media – in the right way can be the key that unlocks that connection and understanding, building the kind of relationship you as a brand are looking to have with your audience.

One in every five minutes spent online in the UK is on social media. Given how much time we all spend looking at screens every day, that is a significant piece of the eye pie on a medium that so many companies – particularly in the B2B space – pay little to no regard to.

However, the “slow burn” of using video on social media to get building those connections with your audience can actually work in the B2B marketeer’s favour.

B2B relationships are rarely based on impulse, meaning that a patient, strategic approach to audience building has the capacity to pay off big. Start by saying something your audience wants to say (but probably feels they can’t) and go from there.

Done correctly, video content can provide value, foster debate, build trust and earn you the respect of your audience. And what brand doesn’t want that?


Tom Snee - Senior Content Specialist
Tom Snee - Senior Content Specialist

Former journalist and content creation captain. Tom’s combination of excellent PR and video skills make him a real all-rounder, and he’s not too bad at sport either.

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