Why You Need To Prioritize Video Content Creation

Why You Need To Prioritize Video Content Creation

By Alyssa Zinar

If a picture is worth a thousand words, how many words is a video worth?

Our guess? More than any person has the time to read. Luckily, the growth of video has allowed us to absorb more information in a shorter time period, which is a necessity as the length of the average human’s attention span continues to shrink.

At this point, video has solidified itself as a major pillar in content creation. So, it is important to make sure that you are utilizing it well for your brand. Now, we know this isn’t exactly breaking news, but from our experience and our own clients, we know that there are many brands that have not fully embraced video as a strategy. If your company falls into that category, here are three reasons why you should prioritize video and how you can benefit from adding video to your business strategy.

1. Video content increases engagement.

That’s right – utilizing video can increase content engagement. The first way to increase engagement is to add a picture to a text post or substitute the text all together by utilizing a picture with text on it. But if you are looking for a bigger bump in engagement, you’ll need to add a video. Social video content generates 1200% more shares than text and images combined. #WINNING. Video content is also more memorable. When consumers watch a video they retain 95% of a message, and they only retain 10% when reading it in text.

2. Consumers are watching.

Wondering where your audience is? They are online watching hours and hours of video content.

Every day, more than 500 million hours or video are watched on YouTube. And that’s just YouTube – that doesn’t include any other video content that is native to platforms like Facebook, Twitter, Instagram, etc. In the past few years, other social media platforms have upgraded their systems to prioritize video content, especially live video. With the additions of Facebook Watch, IGTV, TikTok and Reels, the amount of video content consumed daily is on track to increase in the coming years.

3. The newsroom is shrinking.

With fewer news sources, getting a headline in your hometown paper or having a camera at your event is getting more difficult to secure. Everyone is fighting for editorial space. Thanks to the power of social media, you don’t need the broadcast stations attendance to disseminate your messages to the masses. Incorporating video into your strategy allows you to take control of your company’s narrative and produce your own hub for news – or a NewsHub as we like to call it!

We’ve created a practice devoted to offering organizations a platform to create and showcase their own news. NewsHub is your OWN personal news site, which exists as an extension of a company’s website. A NewsHub is a platform to distribute relevant company content – through articles, videos, podcasts, and more – to consumers and media. We favor this style of news delivery because consumers want content that is usable and snackable.

In addition to providing a centralized location for information, it is also an avenue to promote a brand’s thought leadership by creating new, relevant content which leverages its expertise. Essentially, a company’s NewsHub acts as its own media relations campaign and news station, with the company in complete control of its messaging and voice.  Remember, the content needs to be in an objective editorial style not shamelessly just promoting the brand.

Take a look below at a few examples we’ve created for our clients. If you’re looking to add video into your business strategy, drop us a line at resteasy@devinepartners.com.

Alyssa Zinar

Alyssa Zinar

In her role as Associate Vice President and Senior Digital News Producer, Alyssa provides client strategy and support, manages social media pages, and engages in media outreach, strategic communications, event planning, in-depth research and video content creation.