The content you create and publish has the power to ensure your success, and that’s why publishing engaging and original content is the ultimate goal of any professional content marketer.

However, that means you need to follow content marketing trends and statistics to be on top of what your audience likes and wishes to see. Currently, the biggest trend is video content.

Just consider that 90% of customers report that video content helps make their purchasing decisions easier. This is just one of the reasons why marketers predict video marketing to be the future of content marketing.

Ever since the coronavirus pandemic, people are engaging with more digital content than ever before. When done well, video content can help you stand out from the crowd.

Let’s dive in and see why we think that video is the future of content marketing.

1. Video humanizes your brand

Written content will never have the ability to connect people as much as visual content can. The rise of YouTubers as entrepreneurs supports this claim — YouTube’s popularity skyrocketed because people realized that posting informative content helps them create a deeper relationship with their viewers.

It’s only natural that brands are using the same strategy. They aim to create online video content that humanizes their brand and establishes a relationship with their audience. When people are emotionally triggered, they are more likely to make a purchase.

Pinterest is an excellent example of this. They produced an online video that shows what it’s like to work at Pinterest and who the people behind the product are.

You can just as easily use visual content to tell people your story. Let them get to know you and your company, and they will trust your brand more.

Read more: How video helps marketers build thought leadership on social media

2. Video improves your conversion rates

The effect visual content has on your conversion rate is not just a myth. It is a fact. According to statistics, embedding videos in landing pages can increase conversion rates by 80%. That is certainly not a small difference by any means.

For starters, adding a video to a landing page will prolong the time visitors are spending on your website. Once you spark their interest with entertaining content, they’re also likely to be more motivated to browse through the rest of your website.

Along with a video, add a call to action or an inspiring text to encourage your visitors to act. With the help of professional writers from TopWritersReview and some editing tools like HemingwayEditor, the effect can amaze you.

Read more: How video drives further conversions on e-commerce sites

3. Video makes your content more digestible

Lengthy articles can sometimes discourage readers. Even though you provide relevant information and key facts, too much written content is, well, too much.

Video content solves that problem. By presenting key points of the article or post in easily digestible video form, you offer the visitor a way to find out what they can expect before reading a word.

Many global brands such as Panasonic are using this technique. Besides providing informative and well-written posts, they also add short videos that summarize the key points.

Thus, while an article may provide in-depth solutions, a video accentuates and highlights the main points. In this way, you can really draw in the audience and increase their interest in the topic.

Read more: 30 video marketing statistics that prove why video is still the best way to tell your story

4. Video is more fun and shareable

One of your main goals is building brand awareness. The good news is that videos are perfect for that. Statistics claim that people share videos 12 times more than text and images combined.

Brands are taking this approach to a whole new level by creating personalized videos. This type of visual content is fun for your users and valuable for your brand.

One good option to choose is How To videos. You can focus on highlighting your product’s benefits, or offer a handy tutorial on how to use it.

Another style of video worth trying is so-called talking head videos. They are especially great in our post-COVID world because they almost feel like an in-person encounter.

Make your videos exciting and maybe even provoke a few laughs. If you manage to make this happen, your audience will be happy to share it on their social media. If watching a video is fun, you’ll want to share it, right?

Entertain and inform the audience and give them something worth sharing. The key is to express your creativity and create content that is unique and fun — and gives your brand more personality.

Find out more: Ignite Visibility University Podcast: How to increase engagement through video

5. Video makes your content more memorable

In 2021, video was the number one form of media in everyone’s content strategy. And for a good reason — it’s a lot easier to recall an engaging video ad you saw a month earlier than remember the details of a blog post you skimmed through.

Visual context is simply easier to remember. Why? Humans are visual beings. Videos can really help your audience grasp your message when they can both see and hear your story. Any type of content enhanced with visuals is more memorable.

With people spending more time online than ever before, the battle for your target audience’s attention is real. If your content stays true to your brand and manages to captivate your audience, you’re already halfway there.

Using effective, bold colors or clips that touch your target group’s emotions have a powerful effect. Create a video that will give people something to think about, and it’s likely that they will remember your content in the future.

Read more: 3 trends in advertisers’ response to the pandemic… and how to make your own in 20 minutes

Are you ready to embrace this trend?

Regardless of the type of business you run, the products or services you offer, or your target audience, video content can greatly impact your digital marketing strategy.

What is fantastic about video content is that it allows you to express your creativity. You don’t have to limit your videos to just one platform, one theme, or one purpose. Use them in any way you wish to benefit your brand’s success.