Most brands are using some form of video content to achieve their internet marketing goals, while superior companies are

Why video content is worth its weight in gold

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Marketers know producing video content is becoming standard practice for brands on the web. By creating a host of engaging clips, companies engage their target audiences and seamlessly push them through the sales funnel. Colleen Whitney, senior vice president and media director for DigitasLBi’s Chicago and San Francisco offices, recently told eMarketer that video marketing has proliferated and businesses across industries dedicate at least 10 percent of their digital content budgets to developing visual resources. Brands that don’t want to get left in the dust need to concept agile video strategies that fuel their web marketing efforts.

According to Whitney, online video provides specific benefits for companies that know which audience segments they need to reach. Citing KitchenAid as an example, Whitney explains the brand recognized video content was an opportunity to engage affluent women who enjoy the art of cooking and seek inspiration on the web.

Digitas was also providing behind-the-scenes support for Taco Bell’s Fiery Doritos Locos Taco (DLT) campaign, which included a 30-second ad spot featuring two YouTube content creators making a taco with a 3D printer. The clip earned 23,000 Likes and 500 million views within two days. Taco Bell now plans to run the video across web channels to increase its reach and virality.

“Consumers are hungry for more online content, whether that’s premium-produced content from publishers or brand-produced content that’s relevant to a particular consumer group.”

“Consumers are hungry for more online content, whether that’s premium-produced content from publishers or brand-produced content that’s relevant to a particular consumer group. There continues to be increased demand, as well as time spent with that content online,” Whitney told eMarketer.

Brafton recently covered data confirming this assertion. There are now more than 1 billion monthly active YouTube users, and an Invodo report found 44 percent of customers confirm they are more likely to purchase products or services after engaging with brands’ video content.

Marketers are being forced to expand the breadth of their internet marketing strategies if they want to stay visible and relevant on the web. Videos are an effective vessel for delivering on the promise that brand experiences are compelling and interactive.

Lauren Kaye
Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.


  • Revolution Video

    Most companies have now realized the utmost importance of video content. However, it seems that these videos can be similar and repetitive in nature. How can companies differentiate themselves from the competition with their videos and keep the viewer interested?

  • Julian

    I agree with you @revolutionvideo:disqus with the repetition and similarity issue. One solution that brands and agencies are engaging with to eliminate this problem is by working with Video Crowdsourcing companies. This enables a global community of creative talent to respond to briefs with their professionally produced submissions from which the brands and agencies can select their most favourite videos.

    • Lauren Kaye

      Hi Julian!

      Thanks for reading and weighing here! I haven’t heard about that solution, but of course, we think videos should be creative and produced to meet specific needs. Duplicate videos and repetitive content won’t engage audiences or drive impressive results and creative teams can often help by generating fresh ideas.


  • Andrew Mooers

    Easy peasy is what the tap tap toggle for area, property listing videos is. The buyer is busy, give them what they want. Or some other little red hen in the market place will. Show and tell, two senses are more memorable marketing using video.