Numerous factors have propelled the growth of video in our local landscape. The change in consumer expectations and the consumption of media has drastically changed and grown over time with consumers reportedly spending almost seven hours (6 hours, 43 minutes) a day online using a mobile, PC, laptop, or tablet. It’s not about pretty pictures anymore, instead brands need to work harder to engage their audience and peak their curiosity by telling personal authentic stories. With the rapid advancements in internet speed, device types, and accessibility, digital consumption has become increasingly prevalent. On one hand, this has enabled more users the ability and readiness to connect online with ease and has also allowed brands and marketers to serve better quality video to their audience than in previous years. 

For example in the past we would’ve excluded serving video ads to users unless they were in a wifi zone – which isn’t the case anymore. Granted the price of data in South Africa is still a prohibitive barrier to entry for many, however most Telecommunication companies have adjusted to consumer requirements by providing video only data packages which speaks to the rapid growth in video consumption and demand.

Let’s take a moment to talk about the increase in video consumption and the video formats that are gaining popularity among users. Short video clips have become the mainstay of video consumption, particularly those that are designed for vertical video placements. Which is why platforms like YouTube have introduced YouTube Shorts to compete with vertical video placements that you usually see on TikTok and Instagram reels – giving content creators a wider variety of platforms to be visible on.  

With attention spans becoming shorter, bite-sized videos have become firm favourites as they allow users to consume a lot more content in a short amount of time. Paired with this is the production cost savings that come with creating short form videos vs an entire TV ad, which is crucial in our current landscape where CMOs need to be more prudent with their marketing budgets. 

Looking back at the evolution of tech, we can see how social media platforms have evolved and integrated video editing tools into their systems, providing opportunities for brands, users, and content creators to participate in the art of video creation. There has definitely been a shift in the way we consume and influence the changes we’ve seen in media which has opened up new avenues and put a high price on the power and value of influence. And where opportunity has presented itself users, creators and brands have capitalised on it – leading to the rise in influencer growth movement which we won’t dive into today. 

Why is it important for brands to invest in video? 

• Video packs a punch – Video allows brands to unpack more in a shorter time frame. With attention spans dwindling these days, it’s important to get your message across in the shortest amount of time. Catch the user’s attention early or risk them scrolling right past your ad. 
• Brand storytelling – Video tells a story, and it is a great way to creatively and strategically showcase your brand and tell a compelling story that makes a user stop scrolling and engage with your brand. 
• Audience enrichment – Video campaigns allow brands to build signal based highly engaged audiences for future remarketing efforts. For example if a brand releases a 80sec video and a user is watching 50% or more of your content, that user is highly engaged, and brands can leverage these user engagement signals to serve other content (video or static) to further drive the user down the conversion funnel. Brands can gauge better audience intent signals and improve content by closely monitoring video engagement stats.
• Versatility & cost savings – While there is a caveat to this, there are some advantages in repurposing video across platforms if it is fit for purpose. Not all TikTok videos for example will translate well on Instagram or YouTube shorts and vice versa. These are different channels with different audiences who have different needs and viewing wants. What I would encourage is for brands to keep this in mind while in the video production process. Consult with your team or creative agencies to produce video content that is suitable for the correct audience, platforms, channels and purpose. 

There is no reason that outweighs not using video. Video has proven time and time again to drive user engagement by building brand affinity in a user’s mind. It’s about telling a compelling story to your audience and leaving them something to remember you by. 

If you are looking for some inspiration on how to tell a good brand story and use video in your strategic campaigns, check out what local and international brands are doing, case in point: – 

• Redbull – they have mastered how to use live action video and appropriate animation graphics to capture audience attention. 
• Checkers Sixty60 – have understood the value of producing digital video first in their content strategy. A great example is their festive ad that won them the top 10 position on the YouTube leaderboard for Q4 2022.

If we are looking at which category verticals are doing well currently, cosmetic brands are certainly the ones to look at. For example using ‘how to’ videos, sharing beauty hacks on social media and the strategic use of influencers and content creators to share their own authentic experience using their products. Knowing how to use a product will define whether or not a user will go ahead and purchase the product. 

For brands who have not yet taken the plunge – it’s not too late. Start small, test and learn and monitor how users are reacting to your content in order to make informed decisions going forward. Do your research and identify what your creative production capabilities are. Start with a brand awareness video to reach a broader audience in order to explore how that works for your brand and your audience. Social is a great platform to start with as you will get good consumption numbers to test and the initial production investment is not as high as other platforms.

For brands who’ve already embarked on this journey, it’s important to continuously monitor your stats against your video content. How has your video performed against your targets? What unexpected results did it yield, and what does that tell you? Have you seen an uplift in your other sales channels like your brick and mortar stores? For example, YouTube is able to give you insightful data on performance – Where is your dropoff? Is your CTA showing up too late in the video? Is your brand prominent? Do people stay until the end? Look at the measurability of your video impact and make the necessary adjustment for your next video execution.

Whichever space you sit in, it’s important to note that video is accessible for everyone both to consume and to create. We still have to overcome certain challenges on a local scale such as load shedding that inherently affects mobile data and users connectivity. Brands shouldn’t be disheartened but instead focus on producing content that tells compelling, authentic stories and leaves a lasting impression.