As a photographer and agency owner, it’s not surprising that I have long believed in the power of visual content to engage and connect with audiences. However, in recent years, video content is increasingly vital for marketing and offers unique benefits beyond that of traditional photography.

Why video?

One of the biggest reasons for the growth of video content in marketing is the explosion of social media platforms, which make it easier for businesses to create and share video content with their audience. TikTok, in particular, has become a powerful marketing tool thanks to its popularity with younger audiences and its ability to quickly drive viral content and reach a massive audience.

But why is video content more effective than photography for marketing? First, video allows marketers to convey more information quickly and engage their audience more dynamically and interactively. With video, companies can use sound, motion, and other visual elements to tell a story, demonstrate a product or service, or create an emotional connection with their audience, something which is much harder to do with static imagery.

Video also has the advantage of being more shareable and, therefore, more likely to go viral on social media. Today, content that is easy to share and appeals to people’s emotions is more likely to be passed along and seen by a wider audience. TikTok videos often go viral and is why businesses are increasingly using video to drive their marketing efforts on the platform.

Some examples

Chipotle used TikTok to launch a viral marketing campaign that featured user-generated content and the hashtag #ChipotleLidFlip. The campaign helped the company reach a younger audience and also had a positive impact on sales.

Gucci recently used TikTok to launch a new line of sneakers, and the campaign was a huge success, with millions of views and shares on the platform. In addition, the campaign helped drive a significant increase in sales and engagement for the brand, demonstrating the power of TikTok to connect with younger audiences and drive viral content.

YouTube is another powerful tool for businesses. Millions of users and a wide range of content formats make it easy for companies to create and share video content. One example of a company that successfully uses YouTube is Dollar Shave Club’s subscription-based razor service. They launched their business with a hilarious and engaging video on YouTube that quickly went viral. It has continued to use the platform to connect with its audience and drive growth.

GoPro has used YouTube to share user-generated content featuring its cameras in action, which has helped drive a significant increase in sales and engagement for the company.

Video can be used in multiple ways.

Video content is more than just useful for social media marketing. It can also be used on a company’s website, email marketing campaigns, and other digital marketing channels to create a more engaging and interactive customer experience. For instance, a company could use video to showcase a new product, to provide a behind-the-scenes look at its business, or to share customer testimonials and success stories, ultimately building customer trust and credibility and differentiating the company from its competitors.

So what?

To wrap up, video content is increasingly vital for marketing and offers unique benefits above and beyond traditional photography. With the rise of newer social media platforms like TikTok, it has never been easier for businesses to create and share video content with their audience. As a result, companies leveraging video’s power in their marketing efforts will be better positioned to connect with their audience, drive engagement and sales, and stand out in a crowded marketplace.