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Understanding Video Content and Its Ever-Increasing Significance

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In the midst of the digital age, a format has emerged as a dominant force on the internet, transforming it into a vibrant landscape of motion pictures - video content. Video content encompasses any type of content that incorporates or revolves around video, ranging from vlogs and animated GIFs to recorded presentations, customer testimonials, webinars, and live video streams.

Just as the internet revolutionized mass media, video content has reshaped digital marketing and content consumption. Recent data from Google reveals that 60% of American consumers now prefer online videos over live television. Additionally, consumer time spent on YouTube has surged by 74% since 2015 among individuals aged 18-49.

Marketers have recognized this shift and are diligently working to capitalize on it. According to Vidyard, there has been an astounding 93% increase in the use of video in both sales and customer conversations since 2019. Furthermore, 91% of enterprises are either maintaining or expanding their video content creation budgets.

If you’re considering venturing into the world of video content, here is a practical guide to get you started.

Choosing the Right Platform

The first step is to determine where your video content will be published. There are numerous platforms available for broadcasting your work, such as YouTube, Vimeo, Twitter, Facebook, IGTV, Instagram Stories, Twitch, TikTok, and Snapchat.

The importance of this decision cannot be overstated, as different videos perform differently across platforms. For instance, raw vlog-style videos may be best suited for Instagram Stories, while polished and edited videos often find success on YouTube. Conversely, professional videos shot in a studio might appear out of place on Instagram Stories and fail to resonate with viewers.

To determine which platform suits your content best, consider these factors:

  1. Target Audience: Identify which platform your target demographic frequents the most. This will ensure maximum visibility for your videos.

  2. Competition: Ideally, aim for platforms with less saturation and competition.

  3. Platform Compatibility: If your team excels in producing polished videos, it’s advisable to focus on YouTube rather than a streaming-centered site like Twitch.

Prioritizing Pre-Production

Once you have selected a platform, begin planning your video production process. Even if your aim is to produce spontaneous and natural videos, having a basic plan in place that outlines your content theme and primary points can make a significant difference.

Preparing Your Studio

Regardless of whether you’re filming in a rented professional studio or in Central Park, it’s essential to ensure that your chosen location is video-friendly. Consider factors such as noise pollution, lighting conditions, and echo issues that could potentially disrupt your shooting process or reduce the quality of your content.

Engagement-Driven Editing

When editing your video, strive to enhance viewer engagement. The type of engagement you aim for will depend on where your video will be published. Keeping your content dynamic with swift transitions between points or tips can help retain viewer interest, while the appropriate use of call-to-action (CTA) phrases can clearly guide viewers towards desired actions.

Optimization for SEO

Depending on the platform where your video will be published, optimizing it for Search Engine Optimization (SEO) can significantly improve its discoverability. Including popular keywords in titles, descriptions, and tags could further boost this optimization process.

Reposting Across Platforms

While each video platform has unique features and requirements, some of your video content can be repurposed and reposted on different platforms. This may involve resizing or reformatting a portion of your content to suit another platform’s specifications, thereby increasing its overall reach.


In conclusion, the evolution of consumer preference towards video content presents a massive opportunity for businesses willing to adapt their marketing efforts accordingly. Understanding how this form of media works not only allows one to stay competitive but also enables effective message delivery that resonates with today’s audience.

Remember that the key to successful video content lies in knowing your audience, tailoring your content to the chosen platform, and maintaining clear communication goals coupled with high production quality. With careful planning and execution, you can tap into this ever-expanding digital trend and harness its remarkable potential.

If you’re looking for a tool to help streamline your video content creation process, check out Content Cannon. And if you want to learn more about our pricing plans, visit our pricing page.