Production quality is becoming increasingly important
Posted: Sat Jan 18, 2025 10:44 am
According to HubSpot Blogs research, consumers watch videos primarily because they help them “relax and unwind.” Additionally, people cited “to laugh or be entertained” as the second most common reason for watching.
Even if you’re creating informative marketing videos, consider experimenting with funny anecdotes or adding other entertaining qualities. Interested in adding funny elements to your next marketing video? Get inspired by notable brands that are effectively using humor in their marketing strategies.
Some of the ads that aired during the 2023 Super Bowl featured humor as a key component. When Hubspot asked 150 viewers what their favorite ad from this year’s Super Bowl was, the majority chose a funny Dunkin’ ad featuring Ben Affleck.
Consumers rely on their passions
In addition to seeking escapism, new zealand phone number material YouTube viewers are motivated to watch content that teaches them new things, mostly related to their passions, interests, hobbies, or social causes. In fact, according to HubSpot Blogs research, 13% of consumers watch videos to “explore an interest or passion,” while 11% want to “learn something new.”
Chances are, your product relates to someone’s interests, hobbies, passions, or career. This is the type of person you want to see and enjoy in your videos.
Creating a buyer persona and target audience around this type of persona will help you identify video topics that will be valued, remembered, and from which viewers can derive benefits.
. Production quality is becoming increasingly important
36% of consumers consider production value to be “somewhat important,” while 28% feel it is “essential.” But fear not, this doesn’t mean you have to rent an expensive studio or hire celebrities.
Video Consumption 7
There are plenty of ways to produce affordable, solid-quality video from any home or workspace. Remember, a video's success often comes down to its value. In other words, it takes more than fancy lighting.
Plus, video software like Vidyard , Bonjoro , and TwentyThree make it easy to record and send short video messages—like pitches, presentations, welcome videos, etc.—to clients without needing a Hollywood budget.
. Consumers prefer shorter videos
Thanks to the rise of TikTok and the wave of short-form content that followed, consumers are looking for quick, snappy videos. Specifically, videos under 3 minutes are in a sweet spot.
optimal marketing video length according to HubSpot research-1
If you're new to video, starting with short pieces can help you get into the swing of things and understand what resonates with your audience.
You'll also need to set the right pace for your video content. Before you publish a marketing video, rewatch it from the point of view of a busy consumer. Then, ask yourself, "Does this video quickly draw viewers into action and keep their attention?"
If you're worried that parts of your video will seem boring, shorten them. But if your team thinks it's entertaining or informative throughout, you can experiment with publishing a longer-form video and learn from the results.
Navigating the world of video in 2023
The world of video will continue to evolve with each new generation.
However, right now, the video landscape is changing in marketers’ favor. Consumers prefer to learn about brands through video content and use it as a necessary tool during the information gathering phase of their purchasing journey.
Additionally, most video consumers today are striving to learn something new about an interest or hobby, rather than using it for entertainment. This means that marketers can leverage educational videos into their strategy and offer consumers content related to their niche while also marketing a brand or product.
Video isn’t going anywhere, but rather it is constantly expanding, changing, and evolving to fit new consumer needs and platforms.
As this content evolves with each new generation, marketers must continue to research the interests, hobbies, and behaviors of video consumers.
Even if you’re creating informative marketing videos, consider experimenting with funny anecdotes or adding other entertaining qualities. Interested in adding funny elements to your next marketing video? Get inspired by notable brands that are effectively using humor in their marketing strategies.
Some of the ads that aired during the 2023 Super Bowl featured humor as a key component. When Hubspot asked 150 viewers what their favorite ad from this year’s Super Bowl was, the majority chose a funny Dunkin’ ad featuring Ben Affleck.
Consumers rely on their passions
In addition to seeking escapism, new zealand phone number material YouTube viewers are motivated to watch content that teaches them new things, mostly related to their passions, interests, hobbies, or social causes. In fact, according to HubSpot Blogs research, 13% of consumers watch videos to “explore an interest or passion,” while 11% want to “learn something new.”
Chances are, your product relates to someone’s interests, hobbies, passions, or career. This is the type of person you want to see and enjoy in your videos.
Creating a buyer persona and target audience around this type of persona will help you identify video topics that will be valued, remembered, and from which viewers can derive benefits.
. Production quality is becoming increasingly important
36% of consumers consider production value to be “somewhat important,” while 28% feel it is “essential.” But fear not, this doesn’t mean you have to rent an expensive studio or hire celebrities.
Video Consumption 7
There are plenty of ways to produce affordable, solid-quality video from any home or workspace. Remember, a video's success often comes down to its value. In other words, it takes more than fancy lighting.
Plus, video software like Vidyard , Bonjoro , and TwentyThree make it easy to record and send short video messages—like pitches, presentations, welcome videos, etc.—to clients without needing a Hollywood budget.
. Consumers prefer shorter videos
Thanks to the rise of TikTok and the wave of short-form content that followed, consumers are looking for quick, snappy videos. Specifically, videos under 3 minutes are in a sweet spot.
optimal marketing video length according to HubSpot research-1
If you're new to video, starting with short pieces can help you get into the swing of things and understand what resonates with your audience.
You'll also need to set the right pace for your video content. Before you publish a marketing video, rewatch it from the point of view of a busy consumer. Then, ask yourself, "Does this video quickly draw viewers into action and keep their attention?"
If you're worried that parts of your video will seem boring, shorten them. But if your team thinks it's entertaining or informative throughout, you can experiment with publishing a longer-form video and learn from the results.
Navigating the world of video in 2023
The world of video will continue to evolve with each new generation.
However, right now, the video landscape is changing in marketers’ favor. Consumers prefer to learn about brands through video content and use it as a necessary tool during the information gathering phase of their purchasing journey.
Additionally, most video consumers today are striving to learn something new about an interest or hobby, rather than using it for entertainment. This means that marketers can leverage educational videos into their strategy and offer consumers content related to their niche while also marketing a brand or product.
Video isn’t going anywhere, but rather it is constantly expanding, changing, and evolving to fit new consumer needs and platforms.
As this content evolves with each new generation, marketers must continue to research the interests, hobbies, and behaviors of video consumers.