The Future of Video in Content Marketing
From the lo-fi video trend to the new LinkedIn video feature, what does the future hold for video and content marketing?
There’s no denying the impact of video content in the marketing mix. According to a cutting-edge report by Insivia, 95% of people retain a message when consumed through video, compared to just 10% when reading text.
But beyond the attention-grabbing headlines within outbound pursuits of disruption, increasing competition inside the content marketing industry has simultaneously provoked a sharp rise in the need for video content.
And in more ways than one.
With this in mind, we’ve explored the growing role of video in content marketing, from trends such as lo-fi social media content to LinkedIn's new video feature, along with tips to help you use video effectively to promote your business.
So, without further ado, lights, camera, action! Let’s roll!
The Science of Video and Content Marketing
No matter how indifferent we might think we are to media, we’re all guilty of our eyes wandering over to what’s happening on the nearest screen in the room.
Just like a fire flickering in a fireplace, our eyes can’t help but catch the light, and it so happens it’s the same effect, as similar blood pressures affect us equally whether we’re staring at flames or flashing lights.
Now factor in the orienting response (OR), an involuntary reaction to a new or unexpected stimulus, and watching videos is not just a preference. It’s science.
After our brain recognises the flashing lights and sounds are unthreatening, it releases a lovely dose of endorphins to calm the stress response.
So, we don't just get distracted beyond our control. It gets us a little high in the process.
In short, we can’t help it. Video marketing can cast a spell over us whether we like it or not, and it can all happen in the blink of an eye, or 13 milliseconds to be exact.
But while this disruption is more akin to outbound advertising, why should we content marketers give a toot?
Why Use Video Content in Marketing?
Rather than just a platform to razzle-dazzle your audience with promotional content showcasing your products and services, video provides a platform to engage your audience in other, more sophisticated ways.
For example, informative videos can demonstrate your industry expertise. It can be as easy as talking about your products/services as you do with your customers. The only difference is you’re talking to a camera, not a person.
Yes, it feels weird at first, but you soon get used to it.
Classic examples we've seen introduced already include webinars, tutorials and how-to guides. However, more modern vlogs, interviews and Q&As can also serve this purpose.
Besides exhibiting your credentials as an industry leader, video content marketing can help tell your brand story. It's here where lo-fi social media content is making a name for itself.
From “Meet the Team” to a "Day in the Life” and “Behind the Scenes”, there’s no end of authenticity, creativity and storytelling you can put out there with the help of a smartphone and social media.
To show you just how dynamic you can be with video content marketing, here is a list of styles and formats you can try:
Vlog
Presentation
Lo-fi social media content
Webinar
Tutorial
Demonstration (Product/service)
Event
Brand film
Animation
Industry topic discussions
Interview
And the list goes on.
After producing these videos, you’re then free to use and repurpose the content across your social media channels, website pages, and any other suitable platform.
Video Content Marketing Statistics
If you’re still unsure of the power of video in content marketing, allow us to hammer home the point with a few video content marketing statistics:
96% of marketers see video as a critical component of their strategy.
84% of new purchases began with customers watching a video about the product or service.
89% of marketers will include video content marketing in their strategies for the foreseeable future.
A third of all online activity is spent watching video content.
Exploring LinkedIn’s New Video Feature
LinkedIn’s new video feature is the latest platform (in a long line) to prioritise video content as part of its UI and overall UX.
Since TikTok set the trend that saw Instagram and Facebook follow suit, this latest move by LinkedIn shows how each platform is committed to staying relevant in our ever-evolving digital world.
Known for its professional networking and the “place to B2B” for your B2B marketing, the latest LinkedIn video feature feels like a significant step in how users and businesses can connect, share and engage.
So, now the platform packed with professionals has a new playground to network. While still early in its development, the capabilities of this LinkedIn video feature include:
Video resumes
Live discussions
Panel interviews
Business success stories
With LinkedIn’s new video feature, personal and company profiles can establish richer connections with their community, humanise their businesses and expand their reach to find new followers.
It also opens exciting avenues for B2B video content marketing on the social media platform that prioritises it most.
The Rise of Lo-Fi Social Media Content
Finally, it's time for the latest trend in video content marketing – lo-fi (low-fidelity) social media content.
“Polished” video content in marketing has somewhat taken a back seat in recent years, with many bigger brands following suit in the new age of lo-fi social media content. It turns out that videos, less polished and rougher around the edges, are making headway in the content marketing scene.
Plus, they’re way cheaper and easier to produce over higher-quality, polished stuff.
“The most overlooked marketing trend that businesses tend to ignore. Lo-fi content! When we looked at 3000 business accounts on both TikTok and Instagram, we noticed a trend. Their lo-fi content on average got 34.04% more likes and 18.52% more comments.”
For example, a “Day in the Life of a Content Marketer” is much more realistic when filmed with a smartphone, POV style. While it can prove relatable, interesting and engaging to your audience, it can also show your business in a very good light through the eyes of an employee.
Other lo-fi social media content can include posts like “behind the scenes” or simple TikTok screengrabs, Instagram stories and Facebook photo dumps.
Whether this is a direct influence of TikTok or relieving the consumers craving for more authenticity, lo-fi social media content is already doing the rounds in the content marketing sphere.
The reality is that the younger generation is engaging with people-centric video content. And if you hope to reach the top of the feed, you can’t ignore the people or the algorithm.
Nevertheless, this shift doesn’t mean you should go and ditch your professional video content approach and start filming everything handheld like some homemade documentary. With its low-budget, DIY style, brands risk reputations if their lo-fi video isn't executed properly.
Tapping into Both Lo-Fi and High-Fi Video Content
The key is to mix both approaches. Use lo-fi content to build connection and relatability, while incorporating high-res video when you need to present your brand in its best light.
By strategically balancing both types, you can tap into the strengths of each, creating a versatile and compelling video marketing strategy that engages your audience across various touchpoints.
Lo-fi content is ideal for:
Social media posts – Instagram Stories, TikToks and Facebook posts where authenticity is key.
Behind-the-scenes content – Showing your team at work or a day in the life of your business.
Personal brand videos – Short, unscripted clips that humanise your business and build stronger connections with your audience.
Demos and tutorials – Offering straightforward, authentic explanations and product usage tips.
User-generated content (UGC) – Encouraging customers or followers to share their own experiences, reviews, or unboxing videos, which helps boost authenticity and engagement.
High-res video is ideal for:
Product showcase videos – Professionally shot content that highlights your product in the best light, ideal for ads or high-end marketing materials.
Brand films and commercials – Polished, cinematic content that tells your brand’s story and conveys its values.
Client testimonials and case studies – High-quality, credible videos that add trust and professionalism to your business.
By leveraging both lo-fi and high-res video content, and incorporating UGC, you can meet your audience’s demand for authenticity while maintaining a polished and professional presence that builds trust and credibility.
Join the CMA to Stay Centre Stage with Your Content Marketing
Video and content marketing is just the latest episode dominating our industry. Now, we can’t always see the next movement or what might come next, but we do know that sticking together, sharing ideas and supporting each other gives us the best chance to stay a step ahead.
By joining the CMA, you will gain access to this expertise while exploring insights and emerging trends. But most of all, you'll be part of a collaborative community. Because in the fast-paced world of content marketing, having a support system behind you can make all the difference.