Today, almost all social media platforms allow you to share video content. Video marketing is an effective way to reach your audience, educate your consumers, and visually promote your business. Between 2018 and 2019 video format was transformed from a singular marketing tactic to an entire business strategy.

By sharing video content, brands can easily engage their consumers, sometimes even better than by sharing traditional content. Short videos are easier to consume and understand as they normally don’t contain that much text and information as image content does. 

According to research conducted by Wyzowl, 84% of people say they have been convinced to buy a product or service by watching a brand’s video.


Video marketing

In ethical marketing, video content plays an important role. Consumers buying from ethical brands are often more conscious of what they buy, demanding honesty and transparency from the brands.  By creating authentic, truly transparent video content, brands will be able to not only engage with their audience and appear reliable for the consumers but also to remain competitive. 

According to Hubspot, video is a holistic business approach and should be produced by all teams in a conversational, actionable and measurable way. 

To help you decide whether you should start incorporating video content into your ethical marketing strategy, we have listed five of the most important reasons why video format is important for today’s marketing.

1. Video content attracts attention

It has been found that 69% of people prefer to watch a short video when learning about products or services. This is the first reason why visually appealing video content is an excellent way to attract people’s attention to your brand. Videos are known to hold people’s attention five times more than still photos, which makes it a highly effective technique to include for your ethical marketing strategy. 

2. Video content builds trust

Being a trustworthy business is important to any brand but it’s crucial for ethical brands. As mentioned, conscious consumers buying from ethical brands are often asking more from the brands they use as they want to make sure their purchases are truly as ethical as promised. There’s no denying that video content is a great way to build trust between your audience and your brand. According to Wyzowl, 96% of people have watched an explainer video to learn more about a product or service. Even a short, 30-second explainer video of the brand, its manufacturing process or packaging process builds trust when consumers see how the mentioned processes are executed within the company.

3. Video marketing explains everything

There’s no better way to introduce your brand and products to your audience than a video. Even within the shortest video, brands are able to include enough content and information to convince consumers to buy their products and show behind-the-scenes content to build trust. 

4. Videos increase social shares

People are twice as likely to share video content with their friends than any other type of content. As ethical marketing often relies on organic marketing tactics and community, getting people to share your content is a highly effective way to increase social shares and brand awareness. The more people share your content, the more visibility your brand gets.


5. Videos boost conversions

It’s safe to say that people are more likely to buy products or services after seeing them on a video. It is easier for them to understand and to make the final decision whether to get the product after seeing a clear video presentation of it. It has been found that 78% of video marketers say video content has directly helped to increase sales and that including a video on the brand’s landing page can increase conversions by more than 80%

Video content has many benefits for ethical marketing from increasing sales to increasing brand awareness. Ethical brands are often required to provide honest, transparent content of their processes in order to convince conscious consumers to buy their products and services. This isn’t always easy but an effective video marketing strategy will definitely help. If you are still doubting whether incorporating video content into your ethical marketing strategy is needed, remember that in 2021, 85% of people would like to see more video content from brands.

Examples of sustainable brand videos

Our sustainable brand clients at Ola Impact know the power behind video format for ethical marketing strategies. Learn how your brand can get started with video through a free consultation you can schedule here!

Author: Oona Yletyinen