According to Peter Verster-Cohen and Rob McCulloch of The Video Cartel, embracing video marketing in a strategic and tailored manner will not only yield significant return on investment (ROI), but also ensure that brands stay relevant and thrive in this visually driven landscape.

Video has emerged as the powerhouse for brands seeking to captivate audiences and communicate their messages effectively. But it can harm rather than build brands if marketers don’t get it right.

According to recent research ‘91% of businesses polled use video as a marketing tool,’ ‘more than nine out of ten people report wanting to see more videos from brands in 2023’ and ‘79% of people say they’ve been convinced to purchase an app or piece of software because of a video.’ Brands can no longer ignore the significance of video in their marketing strategy if they wish to remain relevant and competitive.

Instagram’s pivot towards short video content through its Reels feature and Facebook’s Stories offering was driven by the immense success of TikTok, which recently surpassed YouTube in terms of average monthly watch time per user. Data shows that Reels can achieve 300% more engagement than normal Instagram videos, but TikTok’s engagement rate surpasses all other platforms significantly.

As video’s popularity soared and the array of video platforms expanded, it became obvious that we were no longer in a one-size-fits-all landscape. Each platform requires different formats and approaches. Traditional 30-second TV commercials differ vastly from five-second YouTube pre-rolls, TikTok clips, life-hack videos, and two-minute brand films. To ensure successful video marketing, brands must adapt their content to suit each platform’s unique characteristics.

A deep understanding of user behaviour is essential when you’re trying to craft video content that resonates with the audience. For instance, Instagram and TikTok users show a preference for bite-sized, visually appealing content that can be consumed quickly and effortlessly. To make the most of these platforms, marketers need to deliver impactful messages within seconds to capture the audience’s attention in the fast-paced scrolling environment. And the platforms’ algorithms prioritise content that receives immediate engagement, making timing an important factor. Posting videos during peak usage times can significantly improve visibility and reach.

To perfect the timing and targeting of video content, user behaviour, interests and online activities can be analysed to pinpoint the optimal moment to deliver a brand’s message to the target audience. Investing in AI-driven insights can significantly enhance the effectiveness of video marketing campaigns, ensuring that the right content reaches the right people at the right time.

Without the right data, you run the risk of delivering the wrong message on the wrong platform at the wrong time. Irrelevant or intrusive video ads can annoy consumers and create a negative impression of the brand.

Time To Call In The Specialists?

Just as important as data, is the right format for each platform and finding the right people to achieve what your data tells you you need. In an already noisy digital space, standing out with content that feels native to the platform and adds value to the user’s experience is the holy grail.

Getting video marketing right requires a specific skill set and expertise, to translate brand messages into compelling videos tailored for different platforms. Professional video makers, directors and editors are equipped with the skills and experience to translate brand messages into compelling videos tailored for different platforms. They understand the unique requirements for success on each platform, ensuring that brands achieve maximum impact and ROI with their video campaigns.