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Video-First Marketing; The Central Pillar of Consumer Engagement

As digital marketers navigate through today’s online spaces, in-person marketing techniques have now been replaced by digital methods that affect engagement. Video-first marketing is taking the lead and, ultimately, this method is often influencing the decision-making process and purchasing behavior of consumers.

According to Vincent Yang, CEO of Firework, “The power of video in today’s market cannot be overstated – it is the lens through which consumers view, evaluate and connect with brands. Marketers must think video-first from this point forward.”

Video-first marketing has integrated significantly into the lives of social media users. From ads across platforms to collaborations with creators, audiences are constantly being funneled to sales content through videos, sometimes without being aware it’s happening.

So, how and why does video-first marketing work so well?

The vast effects of video-first digital marketing have shown success for many reasons, but the power of consumer engagement is paramount. Consumers of any brand are constantly seeking dynamic and engaging content, with video being able to provide the most variety and insight into products. This gives the brand a significant opportunity to enhance the customer experience through informative or entertaining content. It creates a similar experience to the in-person interaction most consumers crave but provides such from the comfort of their homes. 

As Yang reiterated, adopting a video-first marketing strategy is no longer optional but a necessity to connect with today’s digital-native consumers. Videos have become the primary format for communication, entertainment, and commerce. By aligning with this shift, marketers can enhance consumer engagement, drive revenue, and stay competitive in the ever-evolving digital landscape.