The Importance of Video for Brand Awareness

Video Production

By: Kara Battinelli

Whether it’s a funny dog video or an ad on Instagram that stops our mindless scrolling, we all consume video. Despite that knowledge, many companies still aren’t using video in their marketing strategies. Businesses need to stand out and the only way to do that is to publish content that the audience finds valuable.


With the rise of social media, video has become a staple of our everyday lives. Think YouTube, Facebook, Vimeo, Snapchat, LinkedIn, and Instagram. Not only is video easily consumable, entertaining, and attractive to the consumer, it’s easily shareable.

Social media platforms have been making moves to feature more video for a few years now. Mark Zuckerberg said at the end of 2018 that he believes the future of Facebook and Instagram is video. In the coming years, brands that succeed in gaining traction on social media will be the brands using video to promote brand awareness.



Search engines are jumping on board with increasing their video offerings. Video has appeared closer to the top of search results for a few years now but Google recently announced that they will start using artificial intelligence to provide videos in Google search by playing short clips of videos one after the other that are relevant to the search query.

What does that prove to you as a business owner and a brand? Video is becoming more accessible to search engines which, in turn, will make it extremely important to use as search engine optimization for your website and your social media. Even more important, the more the consumer leans on video for content, the more you will want to use video to engage your consumer.


Over HALF (66%) of the people who view your video will engage with your brand after viewing a video on social media. Engaging with your brand will drive potential customers to your website and your social media pages, then to your door. Instead of mindlessly scrolling past you, you can stop them in their tracks and be memorable!

Being memorable couldn’t be more important. With more competition each day, video will put you in the forefront. You want your video organically showing up in Google searches, given favoritism on social media platforms, and showing consumers why they should buy your product or use your service in a visually engaging way. By doing so, you are gaining the trust and brand loyalty of your customers even before they hit your website or your brick and mortar location.

Although watching a video may take longer than reading a little bit of text, almost three quarters of people (72%) would rather watch a video to learn about your product or service. Video offers consumers more because you can see the benefits of the product or service you are selling. Take the opportunity to show them a bit of your personality. Prove to your future customers why you are unique and why you stand above the rest. Static ads and text will never be able to do that like video can

Sharing Video

83% of consumers said they would consider sharing a video they enjoyed with friends. The shareability is one of the most powerful attributes of a great video. Think about how many times you’ve shared a video! Sharing means more eyes on your content and more people knowing about YOU.

Video content is powerful and it works in more ways every day. What you have to do, as a brand, is to keep producing meaningful content and engaging with your audience so what you have to say doesn’t fall through the cracks.

Kara is the CEO of North Volume Media, a full-service media company offering a variety of marketing services including video production.

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