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Video Marketing: Why It Can’t Be Ignored in 2021


Marketers and brands know that video content is King of the Internet. If a brand wants to quickly get in front of its audience, especially if that audience is under 30, it has to have a video content strategy and plan.

No more so than in our pandemic and one-day post-pandemic world. Consumer demand for video content in lockdown increased as public gatherings decreased. We’re talking about vlogs, interviews, live streams, video ads, live video, video testimonials and that’s just for starters.

If you know your brand is in dire need of some great video content but you’re not sure where or how to go about it, keep reading.

Video: The Trends

Any video production company worth its salt will be able to evidence the importance of adding video to your marketing arsenal, so here are a few numbers to throw around the room to get us started:

  • 81% of businesses use video marketing content
  • YouTube has more than 2 billion monthly logged-in users.
  • Millennials are 1.35 x more likely than older generations to say they find it easier to focus when watching mobile video content.
  • 1 in 5 videos on Facebook are now live broadcasts
  • 50% of Gen Z and Millennials say they “don’t know how they’d get through life without video.”

Unconvinced? Take a quick peek at just one of our video-led campaigns for Topdeck Travel. We used short-form content to move away from manufactured identikit Instagram travel photography, taking consumers towards a more meaningful and imaginative journey.

New Toys to Play With

If the pandemic has taught us nothing else, it’s that when people can’t go out, they find new toys to play with at home. And so far, those toys have involved video content.

While we can’t ignore the massive rise in video game usage before and during the pandemic, we’re talking here about video shorts. Look at TikTok. Powered by sophisticated AI, it’s estimated that by July 2020, there were 64.4 million TikTok users and it was the world’s most downloaded app in 2020.

Keen to catch up, Instagram launched Instagram Reels in August 2020. Users can create and share 15-second multi-clip videos with audio and creative tools. And brands such as Topshop, Asos, Sephora and Netflix were quick to catch on, reusing their TikTok content, starting brand challenges, and enticing consumers with sneak peeks at new events and products.

ZAK is a London-based video production company that doesn’t believe in standing still. We embrace change and innovation and work collaboratively with our clients to incorporate creative, meaningful and shareable video content that reaches audiences ready for fresh ideas.

Helping Brands Be Brave

The overriding message of the past year has been that people and brands are changing how they do things. Consumers’ video consumption patterns are changing. But not only that. Consumers expect brands they spend money with or follow to be socially responsible.

We surveyed 1,000 U30s and talked to them about what they expect from brands. Almost half (48%) told us that bravery is when brands take risks, with 70% stating that brands need to innovate to keep them interested.

One way to do that is through meaningful and creative video content that demonstrates what a brand believes in. It’s content that consumers can identify with, and that reflects their own values. It’s content that indicates that a brand can change the way they do things.

Have a look at some of our video content for New Balance and how our video content for Amazon Prime Videos reached out to Gen Z and Millennial women feeling the strain of lockdown when launching their new TV show The Wilds.

Under One Roof

While some brands opt to employ multiple agencies specialising in marketing from PR, editorial, advertising, and branding to video content creation, our clients choose us because they get all of that and more under one roof. It means that nothing falls through the cracks. Nothing is lost. Messages stay consistent and on-brand.

ZAK is a next-generation creative agency that puts video firmly at the core of its marketing. For our clients, this means access to film expertise and culture influenced and driven film production.

Find out more about High Stakes Films. Our unique AV and photography house creates contemporary video content from, turning a spec of an idea into beautifully designed video content right through to the final edit.

Wrapping Up

There’s no need to cut and run. If you’re ready to embrace meaningful video marketing content to increase your brand awareness and attract a loyal audience, ask us about our work as a next-generation video creator. Get in touch and say hello.