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Why Video is Critical, Especially Now

Marketing
April 29, 2020

Why Video is Critical, Especially Now


Navigating through the uncharted waters of self-isolation and a global pandemic has left consumers and businesses alike grappling with the new normal. We’ve found ourselves in a world where communication is key to understanding what’s going on, keeping ties with our loved ones, and creating a semblance of normalcy. Through this, businesses are questioning what’s the best way to talk to customers, how to keep them engaged, and ensure their brands are relevant. The answer? Video.

young woman watching video on her phone while laying on the couch

Put video at the forefront of communication

At Storyblocks, we’ve always believed that video isn’t just a trend in how businesses communicate with their audience. At the beginning of March, we wrote about the reasons every business should be marketing with video. Statistically, producing video content is a critical driver of brand awareness and engagement:

  • HubSpot found that social media posts with video have 48% more views.
  • A website is 53 times more likely to rank on the front page of Google if it includes video, according to an article by Insivia.
  • According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic.

Video provides a way for your audience to consume your content quickly, and it’s proven to increase engagement over time. This hasn’t changed during the global pandemic. In fact, according to Gartner’s research detailing the impact that COVID-19 has had on China’s online viewing experience, the country has seen a 14% increase in viewership of videos (coupled with a 21% increase in overall time spent online.) They state that “as a source of entertainment and information, online video content creation will be a differentiator for Western brands during a crisis.”

John Krasinski shares feel-good content in a new online series filmed from home

Messaging during a pandemic

That leads us to the question: is it insensitive to send out brand messaging during this time? A recent report shows that 37% of consumers believe that brands should continue to advertise like normal. However, consumers do want communications to discuss how “the brand is helpful in the new everyday life.” That’s where the beauty of video comes in. Video messaging, whether talking to your audience about your COVID-19 response or showing how your brand is supporting consumers, is needed right now. 

Why video? As Zach Basner, director of Video Strategy at IMPACT, says, “Video…offers an opportunity for real, human connection when people can see us and hear us and get to know who we are.” And that’s what businesses should be striving for during this pandemic. Video allows brands to provide precisely that. 

Getting the most out of your video approach

If you’re a brand that hasn’t traditionally used video as a communication or marketing medium, keep these tips in mind as you begin to create video content from home:

  • Don’t worry too much about quality. With most professional video production out on hold, it’s understandable that video shot isn’t going to be of the highest quality. And that’s just fine. Audiences are much more forgiving about video quality during this time. 
  • Be human. Businesses are made up of people, too. Show your “human” side by allowing people’s personalities to shine through. It’s relatable, and your audience will appreciate the authenticity.  
  • Get creative and stay agile. Now is the time to think outside the box and be willing to change up your strategy. Utilize new resources like video conferencing platforms, live-streaming, or stock b-roll to accomplish your video goals. 

How Storyblocks can help

We believe in a video-first mentality and want to help you tell the best stories you can. As a stock media provider, our unlimited download model is optimal for you to produce video content as creatively as possible with room to pivot. You’ll have access to things like professional-grade After Effects templates allowing you to build your content efficiently. 

If you’re a business, get in touch with one of our Enterprise sales reps to let us know how we can help your creative teams during this time. We’re offering flexible payment options so you can focus on your business and not budget restrictions. 

Let’s talk

Lynsey Fadul

Marketing specialist by day, homebrewer by night, Lynsey works with the Storyblocks Enterprise team. When she’s not writing or designing collateral, you can find her taking too many pictures of her beloved dogs, Charlie and Henry.


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