[Editor’s Note: This post was originally published in 2014 and has been completely revamped and updated for accuracy and comprehensiveness.]
In today’s share-centric and fast-paced internet culture, video is a critical tool that can be used to shape a brand’s identity. One of the main reasons for this is consumers’ preference for video content over text content. This isn’t to say that text is irrelevant in brand-building, but rather that video is changing how online consumers interact and respond to a brand.
On the whole, users are much more likely to interface with and share video. In this blog, we’ll talk about some of the reasons why video is dominating text in terms of sharing, share the data to back it up, and explore the elements of video that make it such a strong force in brand identity building.
The Impact of Shared Video on Brand Awareness
First, let’s take a look at the numbers. The demand for video content is rising rapidly, and it’s coming from all angles. According to Social Shepherd, “82% of global internet traffic in 2022 will come from video.” As platforms like Instagram and Facebook transition to video in an attempt to compete with TikTok, content creators are forced to produce more video content to stay visible online. Fortunately, video content does more than just please the algorithm, as consumers also prefer this form of content over text or image posts alone. With more video content available online than ever before, people are spending more time engaging with it. In fact, most millennials spend over 20 hours interacting with content every week, and they expect to continue engaging with more and more content. That’s good news for you because social media is where millennials and gen Z prefer to learn about brands and highlight their positive experiences. In terms of sharing, 83% of consumers would share a brand video with their social circle according to Wyzowl. And Small Biz Trends reports that the odds your video gets shared are even better with mobile-first users, 92% of whom share content with others. This makes social video one of your top resources to achieve organic growth. Check out our infographic to see more data about how video can boost your business.
