How video content is shaping consumer behavior

How video content is shaping consumer behavior

It is 2022, and data is the King of the Internet. We are all a part of statistics, consuming more information and content than we have ever done. How is this information affecting consumer behavior? Does the video content we watch have a subconscious effect on our decisions? Let’s take a look. 

Video advertising and marketing

Video advertising is the newest addition to the advertisement and marketing class. It can be defined as advertisements through videos; that’s it.

All promotional videos that play after streaming Content or even before streaming Content falls under this category. And as everything must grow, it has started to incorporate display ads with video content as part of the video advertising sphere.

These include videos and gifs that play when you hover your cursor over them and also native videos ads that you find on a digital network like YouTube.

Video advertising’s popularity is slowly on the rise, and it’s going to be the next big thing in the marketing ecosystem. And with the improvements in technology, it is a great way to reach audiences.

It is a great strategy to invest in. The trick here is to provide the viewer with video ads that seem relevant and compelling. If you do not meet this criterion, the ad simply annoys and frustrates the viewer rather than spiking his or her interest. Think about unskippable Youtube ads you hate.

Types of Video Advertisements

Marketers may choose from a variety of eggs in the video advertising basket. They can do market research and analysis to determine the form of video advertisement most suited to their demands or the one that seems most promising and consistent with their objectives. These are the different types of video advertisements:

  •    Ads that appear in the middle of the video

They are also known as In-stream ads. These are the most common types of video advertisements; you’ve seen them on YouTube or before you stream a video. They are short videos that appear before, during, or after video content that feature promotional Content. Some are interactive, and they persuade the viewer to click on a link or take advantage of an offer.

  •  Non-linear advertisements

This refers to advertisements that appear outside of the main video. When the user clicks on them, the video they are now watching is paused. They aren’t linked to external websites or platforms, so they can just scroll down if the user does not want to see them.

  • Advertisement with rewards

This advertisement is mostly aimed at gamers. In exchange for watching the video ad, it offers consumers specific incentives and benefits. These benefits might include things like an additional life or a bonus tool, among other things.

  • Native autoplay advertisements

These ads are played at the end of any content, and it might be an article or a video. They are often relevant to the Content the user just explored, increasing their effectiveness.

  • Shoppable video ad

These ads are used to convince consumers to buy a specific product after watching the ad. When the ad is finished, a link appears to lead the viewer to buy the product. This ad is not limited to one app and can be found in any app that supports these ads

  •  Native video

This is a far more sophisticated type of video advertisement. It allows viewers to opt-in and takes charge of their viewing experience.

Because of the positive results of video ads, advertising strategies are becoming more popular, and the future of advertising will include video advertising maneuvers. According to eMarketer, US online video ads will continue to grow faster than TV advertisements by the end of 2020, and this has proven true in the first quarter of 2022.

How video content is shaping consumer behavior

You can’t deny that video content plays a major role in shaping consumer behavior, especially among youths and young adults. This is the smartphone era, a revolution that birthed platforms like youtube and Instagram, which completely changed the game. 

Purchasing decisions that once relied on local and family recommendations, newspaper ads, TV commercials, or reviews from trusted publications have all turned to the internet and online marketing. According to a recent study from Google, 50% of all internet users look for videos related to a product or service before visiting a store. Since people can’t hold it in their hands yet, they rush to see it on video.

Today’s videos can be categorized into three:

1.    Branded Content and ads:

It doesn’t matter what you do; if you are a mechanic or a clothing brand, it doesn’t matter. People need to know what you do; they can’t know this if you don’t have creative, informative advertising and branded Content shared across all video platforms. This means you need to be loud, heard, and consistent on Facebook, Youtube, or TV campaigns.

2.    Influencers:

Anybody can be an influencer, from the dad who makes 30-sec grill videos to the kid who plays video games. Suppose you have noticed the trend on social media recently. In that case, there’s been a steady rise in the number of influencers, and it’s not a mistake that big brands have been carefully creating a relationship with the most-watched influencers on the net. By advertising through the most popular people on the web.

3.    Product-specific:

In the era of video, this is where traditional PR strategy falls short. To create a captivating piece of Content, the greatest reviewers need your product, as well as any extra materials they may require. These reviews can convince other people that their products are amazing and urge them to go out and get them.

Although the lines are blurred, a marketing plan must consider these three options. It’s no longer enough just to hire a public relations firm to promote your goods to the media. Another recent Google study claims that 98% of 18 to 34 year-olds use their smartphone to watch videos on an average day. Consumers want to be impressed by commercials and marketing and to have their favorite influencers endear them to a product.

 Top video content trend

Here are some stats that prove video advertising is working and is the way to go

1.    Online videos will account for more than 82 percent of all consumer internet traffic by 2022, a 15-fold increase from 2017.

2.    As of 2020, 83.3% of internet users in the US accessed digital video content.

3.    Every week, 78 percent of people watch internet videos, and 55 percent watch them every day. 54% of customers say they want to see more video content this year.

4.    Studies show that 54% of consumers want to see more video content from a brand or business they support

5.    Customers like to learn about a product or service through video 72 percent of the time. 84 percent of customers believe that seeing a brand’s video influenced them to buy a product or service.

6.    Additionally, 79% of people say they’ve been convinced to buy or download a piece of software by watching a video.


They say bad company corrupts good manners and vice versa. It could also be said that video content affects consumer behavior by encouraging them to pick their favorite brands and explore new ones. Businesses can stay on consumers ‘ minds through influencers, ads, and brand placements.

Content Marketing strategy for startups – The Ultimate Guide

Content Marketing strategy for startups – The Ultimate Guide

Content marketing is an essential tool in marketing strategy in this age and it plays a huge part in how brands get traction and impressions for their business. As a result of the huge followings on various social media platforms. There is a need for brands to create engaging and relevant articles, videos, or social media content that will engage and promote brand awareness.

Every business needs content marketing, be it a startup or an already established business and this approach helps create top of mind awareness for the business when it is time for the consumer to buy what you sell.

What is Content Marketing?

Content marketing is the development and distribution of relevant content which can be in the form of blogs, social media posts, white papers, newsletters, emails, videos, radio jingles, and all sorts to current and potential customers alike. This content conveys expertise and relevant information intending to engage and gain clients’ attention and this makes it clear that a company values the people to whom it sells and attracts new clients with its content.

The consistent use of content marketing nurtures relationships with prospective and existing customers. A brand that consistently churns out content on their social media platforms will make the audience interested in the continuous success of such brands and they are more likely to choose you when it’s time to buy.

Content Marketing for startups

Startups need to adopt content marketing as a huge part of their marketing strategy. The advantage it entails can only do such a business a world of good. The awareness, impression, and publicity it gives the business is a huge boost to the bottom line of the startup company.

Content marketing is a go-to tactic that is proven to work and it also provides a competitive advantage over other competitors in the industry one operates. Several data show the several advantages of content marketing.

 47% of buyers view 3 to 5 pieces of content online before engaging with a sales representative. Business with blogs and social media content tends to get 67% more leads than other companies.

Also, 72% of business to business(B2B), business to consumers(B2C) say content marketing helps increase engagement and the number of leads they generate. Companies that use content marketing see approximately 30% higher growth rates than businesses not using it. There are a myriad of advantages to content marketing and it is only advisable for startups to jump on the bandwagon.

How to create a content marketing strategy for start-ups

The fastest way for a business to get publicity, generate leads, and get engagement is through content marketing. Startups can use content marketing to attract leads, it speaks for your product or services when someone is making research on what to buy and can also help you close sales.

The 12-Month Content Marketing Strategy for Startups - Marketing Insider  GroupThe 12-Month Content Marketing Strategy for Startups - Marketing Insider  Group
Marketing Insider: A team crafting a content marketing strategy for Startup

For a startup to make use of content marketing effectively, there is a need to deliver the right content.

Here are how startups can create an adequate content marketing strategy to engage the audience and sell their product or service.

  1. Identify your audience: To create content for a particular audience, you need to have a clear idea of their priorities, challenges, and preferences. This helps tailor the content to suit their needs. This makes it easier to appeal to and engage the audience.
  2. Align your content with your business model: Understand where your business is now, where you want to be, and define realistic objectives.
  3. Choose your keywords. Research your keywords and make sure you are reaching the right audience.
  4. Get creative with your content ideas. Get content ideas from the customer-facing teams.
  5. Help your audience achieve its goals. Content should be goal-driven, focus on value, and address audience pain points with advice and solutions.
  6. Decide on your distribution channels. Go where your audience is. Make sure your focus is on the right channels at the right time.
  7. Repurpose your content. Squeeze every drop of your creative juice and churn out valuable content at all times. Treat content as a product.
  8. Find the right tools. Take advantage of the content planning, collaboration, and SEO research tools.

Stages of Content Marketing

Awareness Stage

At the first stage, your content should focus on the top concerns of your target audience, it all starts with identifying a need and then writing about their pain points, challenges and asking questions gives you the best chance of engaging with them. Content at the awareness stage should be educational and identify a gap in the market.

Best contents for this stage include articles, blog posts, e-books, videos, newsletters, etc.

An example of this is a restaurant that writes a blog post or social media post about how to plan a menu for a graduation party.

Carmine Mastropeierro: Stages of content marketinng

Consideration stage

In this stage, content should offer a hybrid of helpful information and marketing. This stage should educate the readers about what features or functions to look for and how such features or functions address their needs. 

Likewise, this stage should contain solution-solving tips as this shows that after identifying a need, there is a ready-made solution to address such a challenge. An example of this is a catering company case study of successful events highlighting the benefits they offer such as a post on “How to accommodate food allergies in your event”

Closing stage

At this stage, you can focus your content on closing out a sale, as long as you continue to make your content entail why you are the best choice rather than just how great your products or services are.

Your content here should be about your expertise, knowledge, and the differentiating benefits that set you aside from other competitors. This content can include product video, buyer’s guide, user-generated content.

Elements of content marketing strategy

Startups can begin to shoot for gold if the above content marketing strategy is followed to the letter. Listed below are five essential elements inspired by the best content marketing strategies.

  1. Have a clearly defined audience. An essential part of good content marketing should entail a clearly defined target audience. Targeting a group of people makes it easy to align your branding and marketing budget with the target audience.
  2. Content marketing with SMART goals. Setting goals that are smart, measurable, attainable, realistic, and timely helps generate leads and enhance user engagements.
  3. Clear value proposition. This explains how your product solves customers’ problems or improves their situation, delivers specific benefits, and tells the ideal customers why they should buy from you and not your competition.
  4. Branding. Establishing a strong brand identity will play a major part in achieving marketing goals. This includes establishing an identity online by taking visuals, taglines, logos, web designs, etc.
  5. Metric for Success. Metrics are a marker for success and alert you to where your efforts are lacking. This lets you know what is working and what needs to change.

Printipy makes it easy

With Content marketing, there is so much to consider. Content marketing strategy is enough to make any startup founder head spin.

This is where Printipy comes in. Printipy is willing to bear your content marketing burden as we have the expertise in crafting marketing strategies that will suit your marketing objectives tailored to reach, engage and convert your target audience.

Content marketing is simplified with Printipy at the forefront for your startup.

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