Video content is king, especially for corporate marketing.


Here’s an interesting fact: the average person can retain 95% of a video they’ve watched 72 hours later. It’s all to do with the primacy of the image and how we process and retain information, and it proves what internet users the world over already know – video content is king.

Video has the power to engage, demystify and establish baselines of trust, expertise and authority in a way no other content can. Yet corporate marketing is often held back from using video content by the need for compliance in a heavily regulated industry. But when 1 minute of video is worth 1.8 million words, can you afford not to use video?

Video creates engagement

The human attention span is supposedly 1 second shorter than that of a goldfish, at just 9 seconds. In a visually hectic world of information overload, human beings process visual information around 60,000 times faster than text because we’re hardwired to do it. Using video makes sense when you want to make a direct emotional connection to your clients.

Simplify to demystify

Be honest: when you receive text rich information from your bank on new products and services, do you take the time to read and understand it? Or would you prefer to watch a short video or explainer animation that introduces the same concepts? We connect more easily to sophisticated ideas, concepts and products through clarity of storytelling than through text.

Build trust and credibility

Video can help you move away from a focus on your product towards a focus on its benefits for consumers. Put your audience front and centre of your strategy and you’ll build a personal connection, and a sense of authenticity and transparency. Video testimonials from loyal customers can be particularly direct and effective. Video is the perfect platform for developing trust, especially when you can demonstrate to your customers that it’s all about them, not about you.

Drive traffic your way

Video is tailor-made for embedding in social media for distribution and promotion of your services. Website videos, product walkthroughs, testimonials and business videos can all build awareness of your corporate products and drive traffic to your website. Videos appear in 52% of Google keyword searches, so optimise for SEO with strong titles and meta descriptions.

Videos support customer conversions

If you’re not using videos on your website to communicate your corporate brand’s proposition, product or service, then you’re missing out on conversions. Customers who view a video are up to 85% more likely to invest in a product after watching engaging content, so follow through with a smart on-boarding process that uses animation and other video techniques that reward your new customers with ease of use.

It’s no longer a case of ‘if’ corporate services need video in their marketing, it is ‘who’ is going to do the best job. Spark Engine is a London-based video and animation production company, with years of experience in creating intelligent, innovative and imaginative video content for brands and businesses. Contact us today to discuss how our videos can work for you.