It’s no secret — nothing brings your brand’s message to life quite like video marketing. So, we sat down with our Digital Creative Designer, Landon Senn, to pick his brain about why video marketing is so important and how video can be used to drive engagement with consumers.

Q: How does video enhance a client’s marketing efforts?

A: Video is visually attractive and easy to consume. It’s just natural as humans to want to expend less energy. Video brings content to life and appeals to that aspect of humanity that instinctively gravitates toward content that requires less effort to absorb. Not only is it easily consumable, but it engages multiple senses by encouraging both visual and auditory interaction. It’s a creative doorway that allows for easy access to lots of information.

Q: How do you think video marketing will change in the next five years?

A: In my opinion, screens are the future. Nowadays, you can’t get far without being confronted with a screen of some sort. I honestly don’t see that trend dying out. As visual technology advances, I predict that the increase of screens will strengthen the demand for video content. More and more clients are going to have opportunities to put videos in a larger variety of locations, and that’s going to make content increasingly consumable for more people.

Q: What are some video marketing best practices?

A: When it comes to creating video marketing content, my golden rule has always been to keep it short and sweet. I try to make things as long as necessary, but not a second longer. In addition, starting videos with a question or a bold statement that captures attention is a valuable strategy when attempting to increase online engagement.

Q: Can you give us an example of when you’ve seen video marketing directly affect a sale?

A: There are many times when Infinity’s clients advertise specific promotions using just a video. In these cases, the offer can’t be found anywhere else, unless they watch the video. Video is unique like that. It’s strong enough to stand on its own and still have a measurable effect on sales. Because it’s a visually powerful platform, it’s easy to see the need for video marketing when it provides such a unique way to interact with specific offers.

Q: What innovations are you seeing right now in video marketing?

A: In the past, making changes to offers advertised in videos required marketers to create and upload an entirely new video — and that can be a huge strain on a client’s creative budget. Now, changes can be made that can add call outs or buttons without requiring a different upload. This is incredibly useful since advertisements are constantly adjusting. With this innovation, video marketing can be more creative since making minor changes is easier than ever.