Last week, we introduced you all to our website with Unravel’s first post. That was meant to be a bit of an icebreaker in getting to know Vadela: who we are, what we do, and what our creative mission is. So if you haven’t already, hop over and learn about Vadela and our brand-new site. This week, however, we are going to begin with some creative digital marketing education and explain the vitality of video in a brand campaign.

If you haven’t noticed, the entire creative landscape of marketing has changed in recent years. The 21st century has brought quality, high-speed information and entertainment to the palm of our hand and allowed creatives like you and us to express ourselves in a multitude of ways. An essential part of that experience is video. Ponder this for a second: humans today are viewing videos nearly every hour, or as often as they wish, and more often than not creating content themselves. We are at the crossroads of a golden age in video production and consumption.

At Vadela, we specialize in educating brands and individuals about video, producing video with a creative flair, and marketing that video from start to finish. So without further ado, we present to you five reasons why video is, and will continue to be, a major player in digital marketing strategy.

1. Your brand will appeal to a growing and ever-evolving mobile and social audience.

According to Forbes, social videos get shared 8-10 times more than text and images combined. That alone is an astounding rate and enough to grab attention – but that’s nowhere near the entire picture. 92% of mobile video viewers share videos with friends, and at much higher rates than text or images. Video engages the viewer at a personal level, and for this reason tells more about a brand than words or photos can. If a picture is worth a thousand words, in today’s digital environment, a video is worth 10,000.


2. Millennials adore video.

Ah, Millennials. The generation that has been at the forefront of rapid technological change and single-handedly changed how the world interacts with each other and consumer habits altogether. Adding to the fact that video appeals to a growing mobile and social audience – Millennials are the biggest users of social media and digital platforms, and they share content with others constantly. Plus, they love video. Contently reports that YouTube reaches more Millennials than ANY single US cable network. Google’s chief business officer is noted as saying that the average mobile YouTube session lasts over 40 minutes. And to top it all off, a vast majority follow brands on social media, most often Facebook or Instagram. These platforms have become prime ground to create, share, and enjoy video production – whether professional or done with a smartphone.


3. Increased visibility of your brand and website.

Video engages viewers far more than text does. It increases the amount of time spent on your website (dwell time) and while text may educate just as much or more than a video can, a video is much more likely to be viewed all the way through. Additionally, the lower the bounce rate (if a bounce rate is high, that means visitors are leaving your site quickly) and higher the dwell time, the more Google trusts your site, and the higher it is featured on a search. According to MarketingLand, 62% of Google searches feature video and featuring video on a site increases traffic an average of 157%. Those numbers tell a story – internet users look for video, because it engages and creates a more enjoyable consumer experience.

4. Video can be educational.

Aside from educating a viewer on a specific brand, viewers search for videos to educate them on how to use a product or service offered by a brand. At Vadela, we even try to educate people on branding, marketing, and social media with our videos on our site and social. Take how-to videos. 85% of young people find product demo videos helpful, for example, according to Contently. AND they look specifically for those videos. Videos with ‘how to’ in the title have grown in prevalence by more than 70% since 2016 – because users are seeking them out over text.


5. You experience more conversions – be it increased sales, followers, or subscriptions.

Seeing a video exponentially helps a viewer make a decision on a product. Whether it’s a skillfully-produced music video that a social media user happens to see on social media, and in turn becomes a fan of the artist – or a promotion that someone would normally scroll past and not read, but instead watches. Forbes research shows that 90% of users say that seeing a video about a product helps them make a decision and that conversions from page to sale increase 80% when a video is involved.

The data is clear – video has burst onto the scene as a creative, succinct, and eye-catching way to reach viewers, catch their attention, and keep it. At Vadela, we guide a brand from education – understanding the benefits of creative digital marketing through video – to production, to reaching the right audience. But a beautifully-produced video does most of the final work itself. There’s no doubt that making creative video a central piece of your brand’s arsenal can be exponentially transformative.