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Is Video Content The Future of Digital Marketing?

The landscape of the digital sphere is one which is ever-changing. Constantly evolving algorithms, updates, bots and trends make keeping your finger on the digital marketing pulse a very demanding task indeed – even for the most savvy of digital agencies like Apex Ecommerce! However, a rising trend which has been almost impossible to miss is the boom in video content. Whether your social media vice is Twitter, Facebook or Instagram; it’s simply inconceivable to scroll even once without being greeted by some form of viral video content. Whether that’s a live and interactive video, a video blog or ‘vlog’, or a high-quality edited video piece, it’s undeniable that video is everywhere we look. Video is a powerful medium of storytelling, offering a visual and emotive way to reach your customers, which is why it’s such an exciting concept for businesses. The question on everyone’s lips is  – is video content the future of digital marketing?

In summary – YES!

The first nod towards just how powerful video can be is how social media platforms are integrating video tools into their very foundations. From Facebook’s built-in video platform and livestreaming function to Twitter’s integration with Periscope – not to mention the boom in the YouTube community, it’s clear that social media is gearing towards video content; and lots of it.

Video content is the future of digital marketing because embracing video content simply means you will get more traffic to your website. Half of all mobile traffic online comes from videos, and the average user spends 88% more time on a website with a video – which is a pretty whopping percentage. Not only this, but video content is only going to get bigger and better. According to a report by Cisco, it is predicted that by 2019, 80% of all internet traffic will come from video content. If 80% of all online traffic is coming from videos across all platforms, it’s safe to say that embracing video content is a great tactic for any brand. Whether that’s sharing content which is relevant to your industry and informing your visitors and customers, creating new and innovative content that answers important questions or simply engaging in emotive or light-hearted video that will encourage likes and shares, brands will need to get involved with video content to retain a steady grip in the market in the coming years.

As previously mentioned, the retention rate of users is much higher when video content is in play. This means that landing pages where videos are embedded will have lower bounce rates. It’s also been proven that users are far more likely to watch more than two thirds of a video than they are to read two thirds of a text-focused piece. That means if you want to convey important information to your customer base – the message is going to hit home more so through the medium of video than through any other format.

The informative Cisco study also uncovered some fascinating insights on the impact of video on conversion rates. If you’re showing a video of a product in use or a video about the particular service you offer, it could increase your conversion rate by an enormous 64%, and landing pages with a video actually saw an increase in conversions by 80%!

Investing in quality video content might be a costly or time consuming move for your business, but if you do it right then your investment will pay off – with interest too. Video content is most certainly here to stay, so embracing video, whatever your industry, is a very wise move indeed.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.