You’ve probably heard it a thousand times “video is the future.” But it’s not, it’s the right now. And if your competitors are using it, you probably should.
If you’re not using video in your marketing yet, you’re missing a big opportunity. HubSpot has called video marketing “one of if not the most important marketing trends today and likely for the next 5–10 years.” And we don’t think they’re wrong.
To see video’s dominance, just look at the numbers: YouTube alone sees more than 500 hours of content uploaded every single minute. That’s not counting the tidal wave of short-form videos on Instagram Reels, TikTok, and YouTube Shorts, platforms that are now completely video-first.
And marketers are taking notice. We would know. According to Wyzowl, 89% of businesses are now using video as a marketing tool in 2024. If your brand isn’t one of them, you’re already behind the curve.
why video marketing works so well
The reason video dominates is pretty simple, people love it. In such a fast paced world we now live in, with online consumption at an all time high, videos are quick, engaging, and far easier to consume than scrolling through blocks of text. Algorithms know this too, social media platforms such as Instagram, TikTok, and YouTube all push video content higher, meaning more reach, more visibility, and more potential customers for your brand.
But not all video is created equal, that’s important to know. The sweet spot right now is short-form video, usually no longer than 2 minutes (and often much less). Whether you love it or hate it, you can blame TikTok if you like, it’s reshaped attention spans and set new expectations for how brands need to show up.
Short, snappy, story-driven content gets attention. But what keeps that attention is quality. You want to be able to hit your consumers’ pain points and offer them a solution to that, quickly.
video that looks as good as your brand
At TIG, we’ve seen firsthand how the right video can transform a campaign. Whether it’s a slick promotional film, behind-the-scenes clips, or engaging product showcases, our photography, videography, and animation services are designed to help your brand stand out.
If you’ve not seen our animation portfolio, it’s worth a look. These projects show just how creative and versatile video can be when we worked with Jellycat. From bringing products to life with smooth, eye-catching animations to adding personality through playful motion graphics, video lets your brand tell stories in ways static images simply can’t.
Video doesn’t have to be as technical as animation, at TIG we have an array of video and photography services on offer, whether you want to use our studio for product photography, or you choose the spot for some location shooting, we can be flexible to help.
And when video and photography are used together? That’s where the magic really happens. A killer website or campaign supported by high-quality visuals doesn’t just attract people’s eyes, it builds trust, authority, and long-term loyalty.
where does your video fit in your digital marketing?
Video isn’t just about looking good on social media (though that’s a big part of it). It’s also about:
- boosting SEO
- improving website engagement
- driving conversions
- repurposing content
- explanation
Google loves videos, it’s true. And embedding it on your site can improve search rankings. A homepage with video can hold attention for twice as long. Landing pages with video can increase conversion rates by up to 80%. Videos can offer multiple content ideas and posts, one video can be turned into multiple snippets, reels, shorts, GIFs, and even stills for your wider campaigns. If you have something that’s complicated to explain via written content, such as the mechanics of a product, the process of redeeming a voucher, explanation videos go down a treat. The same as ‘how-to’ videos.
That’s why when we create a video campaign, we think beyond the shoot itself. We design it as part of your wider digital marketing strategy, whether that’s boosting your social channels, refreshing your website, or rolling it into paid ads for maximum ROI.
Think outside the box with videos. If you feel it’s hard to create videos based off your product or service, there are many other ways of showcasing content in video format. For example, you can do how-to videos or explanation videos. With one of our client’s, Citryll, we created an explanation video on “What are NETs and how are they the root cause of inflammation?” A fairly complicated subject for most of us, but the video is much easier to follow and understand than a whole webpage filled with techncial termonology.
when video marketing gets it right
We don’t need to look far to see how video can turn campaigns into big moments. Take Nike for example. Their short-form video ads rarely focus on the product alone. Instead, they tell powerful, human stories that spark emotion, drive shares, and (of course) sell a lot of trainers.
Or think about Apple’s product launches. Their slick video reveals to create anticipation and excitement on a global scale, every feature is explained in seconds, with visuals that stick. It’s proof that a single, well-produced video can do more than any press release ever could.
Ok, it’s fair to say it may be different because those are two big brands globally and their budget is likely bigger than most. But even on a smaller scale, local businesses thrive with video. The principal is the same.
Restaurants showing behind-the-scenes prep on Instagram Reels, gyms using TikTok challenges to bring in new members, or service-led brands sharing quick how-to tips that position them as experts, these are simple, cost-effective ways to make video work hard…without Hollywood budgets. People connect with people, and if you can evoke emotion in your videos, you’re winning.
don't forget the website factor
It’s easy to think of video purely as a social media tool, but embedding it into your website strategy is just as important. As mentioned earlier, HubSpot research shows that users spend twice as long on pages with video compared to those without, and conversion rates can increase by up to 80% on landing pages featuring video.
That means whether it’s a homepage intro, a service explainer, or even a customer testimonial, a little video magic could be the difference between a bounce and a conversion. And because we design and build websites too, we know exactly how to make video work seamlessly with your wider digital marketing.
Take VP plc MEP Hire for example, a comapny with rich history and lots to showcase. We created a video to mark their 30 years in business which has been considerably more successful, and with a wider reach, compared to written blogs.
don't just compete. captivate
Have you checked your competitors recently? Are they using videos in their content? It’s worth noting that there’s a big difference between throwing out the occasional clip and creating a strategy that actually works.
If it sounds overwhelming, we can help. Blending creativity, data, and strategy. That means high-quality content that not only looks amazing but is perfectly placed to drive clicks, sales, and long-term growth.
Because let’s be real, in today’s marketing world, it’s not enough to just be seen. You need to be remembered.
If you want to utilise (and capitalise) on videos, or even high-quality photography, for your website and other marketing channels, we have a whole expert team who can help. We’ll help you create content that captures attention and converts.
Get in touch today for a casual chat and/or a free consultation.
