Why Video Content Still Matters and How to Make It Work

When online video content first entered the marketing world, it created a buzz. Businesses were energised by the possibilities. This was not just another advertising trend. Video seemed like the future. A direct, emotional, and visual way to connect with consumers in a crowded digital space.

Then came autoplay. Suddenly, every scroll on a webpage triggered a video. Marketers loved it. Views skyrocketed. On paper, it looked like a revolution. But it didn’t take long to realise that autoplay views were not meaningful. A view didn’t mean the video had been watched all the way through. It didn’t mean the viewer engaged. And most importantly, it didn’t mean conversion.

This shift in perception caused a moment of reflection for many brands. Those who had rushed into video without a clear strategy suddenly questioned the value of what they were producing.

The Problem with Early Video Content Strategies

In the early days of online video, many companies dove in headfirst. They spent significant budgets on one-off productions. They struggled to produce content at the speed digital channels required. And most had no idea how to measure the performance of video beyond simple view counts.

Some of the biggest players got it wrong. Bauer Media, for example, invested heavily in digital video. But by September of that same year, they admitted their video content strategy had failed. The format wasn’t resonating with their audience, and they lacked a clear roadmap for success.

It would be easy to conclude that video content is simply too hard or not worth the effort. If a company as large as Bauer couldn’t get it right, what hope is there for smaller brands?

But that thinking misses the point entirely.

Mistakes Are Part of the Process

The truth is, many brands that jumped into video too early were acting without a fully formed strategy. That is not a failure. That is part of the learning curve.

Just like Coca-Cola did with Mother energy drink, smart companies recognised their missteps, re-evaluated, and relaunched with purpose. They took the time to understand their audience, refine their message, and choose the right format and distribution strategy.

The key difference is in what happens next. Do you walk away from video content altogether? Or do you learn from those early experiments and improve?

You’re Not Late. You’re Right On Time.

If you have been cautious about investing in video content until now, that’s actually an advantage. You have avoided the costly trial-and-error period many early adopters went through. Now, with better tools, more affordable production methods, and smarter analytics, it is easier than ever to make video content that works.

And here is some good news: video production no longer has to break the bank. If you can’t afford high-end live action shoots, consider animation. Animated explainer videos are often more affordable, more versatile, and in many cases, more engaging than traditional video.

They allow you to simplify complex ideas, add humour, and tailor your message to any audience. They also give you more creative freedom and are far quicker to produce.

What’s Changed in Video Content Marketing?

A lot. Today, video content is more strategic and measured than ever. Here’s what has improved:

1. Better Analytics
You no longer have to rely on vanity metrics like total views. Platforms now allow you to see:

• How long people are watching
• Where they drop off
• What actions they take after watching

This means you can track engagement, not just exposure. You can also A/B test different versions of your video to optimise performance.

2. Affordable Production Options
Gone are the days when every video required a film crew and big-budget sets. Animated explainer videos, remote video capture, motion graphics, and voiceover-led content provide powerful ways to tell your story without the expense of traditional production.

3. Strategic Distribution
A successful video content strategy today includes planning how the video will be used across different platforms. A single video can be repurposed into:

• A full-length explainer for your website
• Short clips for social media
• Snippets for email campaigns
• Stories and Reels for Instagram or Facebook

4. Audience Expectations Are Clearer
Audiences have matured along with the platforms. People now expect useful, relevant, and entertaining content. If your video offers value and speaks to a real need, they will watch it. If it doesn’t, they’ll scroll past. This forces marketers to be more focused, more human, and more helpful.

Why Video Content Still Matters

Video content remains one of the most effective ways to drive awareness, build trust, and convert interest into action. Here’s why it still works:

It’s attention-grabbing
In a crowded feed or inbox, video is more likely to stop someone in their tracks.

It’s human
People relate to people. Even when animated, video helps humanise a brand and make the message feel more personal.

It builds trust
Showing, rather than telling, builds credibility. Whether it’s a customer testimonial, product demonstration, or behind-the-scenes look, people trust what they can see.

It improves SEO
Websites with embedded video tend to have longer visit durations. That signals value to search engines and can improve your rankings.

It converts
Studies consistently show that landing pages with video convert better than those without. The combination of visuals and audio helps users retain information and take the next step.

The Right Time to Start is Now

There has never been a better time to start using video content. The tools are more powerful. The formats are more flexible. The audience is ready. And the competition has shown you what not to do.

Instead of aiming for perfection, aim for progress. Start with one clear message. Choose the right style for your audience. Keep it concise and value-driven. And track how it performs so you can keep improving.

If you want to avoid the pitfalls that others have faced and produce video content that actually drives results, start with a clear strategy and a trusted production partner.

Want to make your message count?

At Punchy Digital Media, we help brands create compelling video content that informs, inspires, and gets results. Whether you need an animated explainer, a campaign video, or a series of social snippets, we make it simple and effective.

👉 Request a quote and let’s bring your message to life with video.