Building Brands with Video: Engage, Inspire, and Grow
It is no secret that video consumption has grown drastically over the years. Viewers are increasingly drawn to both short-form and long-form video content as a way to absorb new information. YouTube, often referred to as the second largest search engine after Google, plays a significant role in this trend.
In 2024 YouTube
YouTube reported 2.7 billion monthly active users collectively watching more than 1 billion hours of video daily. YouTube’s content spans a wide range of purposes, from entertainment to education, and appeals to viewers of all ages. While it may have started as a platform for vloggers like Mr. Beast or creators showcasing mall hauls, YouTube has evolved. Today, the variety of content far surpasses what it once was, with creators and businesses alike leveraging the platform to share their messages.
Companies Are Taking Advantage
Companies like Dollar Shave Club, Airbnb, and Red Bull have successfully used YouTube to attract massive audiences, building not only brand engagement but also a loyal following interested in more than just their products. Beyond YouTube, other platforms like Instagram, TikTok, and more recently LinkedIn, are also being utilized to captivate and engage viewers with video content.
Evolving Technology
Just as technology evolves, so does the consumer. Consumers increasingly prefer watching over reading. While video marketing may be a different format than many companies are accustomed to, those that optimize their strategies with video are almost guaranteed to find success. Audiences crave more than just TikTok dance trends; they want instructional videos that demonstrate how to use a product, deliver a service, or solve real-world problems. Offering your customers a glimpse into your day-to-day operations or the process behind delivering value can provide immense insight and foster deeper connections.
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