{"id":7564,"date":"2023-12-22T17:22:23","date_gmt":"2023-12-22T17:22:23","guid":{"rendered":"https:\/\/scallent.com\/posts\/video-marketing-whats-worked-in-the-past-and-whats-in-store-for-the-future\/"},"modified":"2023-12-22T17:50:55","modified_gmt":"2023-12-22T17:50:55","slug":"video-marketing-whats-worked-in-the-past-and-whats-in-store-for-the-future","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/video-marketing-whats-worked-in-the-past-and-whats-in-store-for-the-future\/","title":{"rendered":"Video marketing: what’s worked in the past and what’s in store for the future"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”7085″ alignment=”center”][vc_column_text]<\/p>\n

Catarina Alves Sousa
\n<\/strong>Social Media Manager & Content Writer<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]Have you noticed that we’re constantly exposed to videos? More than ever we’re being targeted by this type of content, whether we’re looking for it or not. Brands have also noticed this phenomenon and are trying to keep up with it, increasing their investment – and even creativity – in video marketing. In this article, we’ll explore what has led to this consumption and look at the biggest trends for the future of video marketing.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”7085″ alignment=”center”][vc_column_text]<\/p>\n

Catarina Alves Sousa
\n<\/strong>Social Media Manager & Content Writer<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]Have you noticed that we’re constantly exposed to videos? More than ever we’re being targeted by this type of content, whether we’re looking for it or not. Brands have also noticed this phenomenon and are trying to keep up with it, increasing their investment – and even creativity – in video marketing. In this article, we’ll explore what has led to this consumption and look at the biggest trends for the future of video marketing.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Whether on social networks, websites or even landing pages, videos are everywhere and it’s impossible to ignore them. However, the rise of video marketing didn’t happen by chance and if video content currently achieves up to 1200% more engagement compared to other formats, some facts explain these figures, starting with the pandemic.<\/span><\/p>\n

The COVID-19 pandemic, which hit the world in 2020, brought with it a series of significant changes in human behavior and habits. One of the most notable transformations has been the exponential boom in video and video marketing. With the restrictions of mobility and confinement, people began to consume (and produce) more content online, and companies quickly realized the importance of adapting to this new reality. Video, due to its ability to convey messages dynamically and engagingly, has become the tool of choice for many brands. Companies of all sizes and sectors have stepped up their digital presence, betting on video marketing campaigns to reach and engage their target audience. This trend, which began as an immediate response to the pandemic, promises to continue growing and shaping the future of digital marketing.<\/span><\/p>\n

But what makes video so powerful and what are the emerging trends that companies should be paying attention to?<\/span><\/p>\n

\u201cThe play button is the most compelling call-to-action on the web.<\/em>\u201d – Michael Litt, co-founder and CEO da Vidyard<\/p><\/blockquote>\n

\"\"Source<\/span>: <\/span>Pexels<\/span><\/a><\/h6>\n

 <\/p>\n

The science behind the video connection<\/strong><\/h1>\n

Since the dawn of humanity, stories have been a powerful tool for transmitting knowledge, culture, and values. Human beings are intrinsically attracted to narratives and moving images, a predisposition that has deep roots in our evolution as a species. This attraction is no mere coincidence; it has a scientific explanation. Our brain, an incredibly complex and efficient machine, processes visual information 60,000 times faster than text. This speed is an evolutionary advantage, allowing us to react promptly to stimuli and situations in the environment. Furthermore, it is estimated that around 90% of the information transmitted to our brain is visual.\u00a0<\/span><\/p>\n

This predominance of the visual over other senses highlights the importance and effectiveness of videos as a means of communication. In a world saturated with information, videos have emerged as a key tool, not only because they can be processed quickly, but also because of their unparalleled ability to capture attention, evoke emotions, and convey messages in a clear and impactful way.<\/span><\/p>\n

Emerging trends in Video Marketing<\/strong><\/h1>\n
\"\"Source: <\/span>Pexels<\/span><\/a><\/h6>\n

 <\/p>\n

In the dynamic world of video marketing, trends are constantly evolving.\u00a0<\/span><\/p>\n

These trends reflect the incessant search for innovation and adaptation to changes in media consumption habits.<\/span><\/p>\n