The Staying Power of Video Advertising

Many changes brought on by the COVID-19 pandemic are obvious. Business owners changed their policies to accommodate social distancing practices and limited capacity. They also changed course by conducting meetings, trade shows, and other events via virtual platforms. And more customers changed their purchasing habits by shopping exclusively online or close to home. But what of the not-so-obvious changes in behavior that resulted from the pandemic? Like video…

The presence of video (at present)

Falon Fatemi, writing for Forbes, observed that COVID-19 has altered the manner in which many people watch video. And they may not even be conscious of this change. Ms. Fatemi points out how the pandemic has accelerated the demand for video content—which was on the rise even before January of last year. Facts and figures to take note of include:

  • Many people in the United States have four different streaming video subscriptions. Since the beginning of the pandemic, approximately 25 percent of video subscribers have added an extra service.
  • TikTok, among other relatively new platforms, has seen a dramatic increase in popularity, with approximately 100 million current users.
  • Corresponding to the rise in TikTok fans, 92 percent of video consumers prefer content that is user-generated and relatable. This in turn has led to an increase in influencer marketing, particularly in the micro-influencer (between 1,000 to 100,000 followers) group.

These figures reflect the popularity of video content in the current era of the pandemic. The question is: Will video will remain strong and in-demand once the spread of COVID-19 is contained? The answer: an absolute ‘yes.’ In fact, the future of video is projected to be even stronger.

Viewing video (the future)

Martech Series: Marketing Technology Insights presented findings of how small businesses that are still getting out from under the impact of the pandemic planned to invest their resources and revenue in the future. These findings stated:

  • Approximately one-third of small businesses currently advertise via digital video, and 35 percent intend to increase this investment during 2021.
  • The prediction for 2022 is that that 82 percent of Internet traffic will stem from video.
  • The recommendation is for small businesses to utilize channels such as Snapchat, YouTube, and TikTok in their video marketing.

So, despite the impact and ongoing ripple effects of COVID-19, a significant number of local businesses have either maintained—or plan to build on—video-related resources to make their presences known.

Are you maximizing video to promote your business to its fullest potential? Consider partnering with The Content Studio at EGC. This exclusive in-house studio has the power and resources to create a wide array of videos, ranging from television ads to “how-to” lessons, among other possibilities. Check out a selection of video campaigns we have created, along with other types of work, by clicking here.

Let your business be seen. Who knows? The 82 percent of traffic listed above may become 83 percent if you promote your business via video. Contact us today.