With the increase of the internet usage in present day society, the use of videos in the marketing mix is the order of the day. —But most of all, it is undeniable that video has changed brand and audience communication through YouTube, TikTok, Instagram Stories, and everything in between.
Video grabs attention not only but is also the most persuasive way of communicating ideas than the use of texts; it is therefore an important element of the communication mix. Another justification for this shift is that video content is informative to the consumer or end user as they feel they can touch, feel and actually see the product or service. Storytelling can help brands to have higher engagement rates and even brand loyalty because of a closer associations. For instance, watching tutors, behind the scene clips or even customer success stories gives the audience the kind of credibility that is hard to emulate.
In addition, video content helps in search engine optimisation (SEO) noticeably. Watching videos online also has the added advantage of helping the website to rank higher in the search engines thus attracting more organic traffic. Google and other search engines like fresh content that has high user engagement and nothing keeps users glued to a website than a video.
Therefore, exclusive inclusion of video content to the general digital marketing platforms is inevitable. For brands that wish to remain relevant in todays, dynamic digital environment, this shift has to be adopted to ensure that one gains the attention of the modern generation consumers.
Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University.
Dechen Tshering 10597181
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