For Australian small and medium enterprises, the question of whether to invest in video content is increasingly important. The short answer is, generally, yes. But it’s not a simple ‘tick box’ exercise. We’ve seen a significant shift in consumer behaviour; Australians are spending more time online watching video than ever before, and this trend is only set to continue. Ignoring video means missing out on a huge opportunity to connect with your target audience.

However, a successful video strategy isn’t just about *making* videos. It’s about understanding how video fits into your broader marketing objectives and delivering a return on investment. Here are a few key insights to consider:

• Increased Engagement: Video consistently outperforms other content formats in terms of engagement. People are more likely to watch a video than read a lengthy blog post, leading to longer time spent with your brand. This increased dwell time is a positive signal to search engines too.
• Improved Brand Recall: Visual content is far more memorable than text alone. A well-produced video can create a stronger emotional connection with your audience, boosting brand recall and recognition.
• Platform Algorithms Favour Video: Social media platforms like Facebook, Instagram, TikTok and even LinkedIn are prioritising video content in their algorithms. This means your videos are more likely to be seen by a wider audience organically, reducing your reliance on paid advertising.
• Versatility of Formats: Video isn’t just about polished commercials. Think explainer videos, customer testimonials, behind-the-scenes glimpses, product demonstrations, or even short, engaging clips for social media. There’s a video format to suit every budget and objective.

Don’t fall into the trap of thinking video needs to be expensive. Smartphone cameras are incredibly capable these days, and there are plenty of user-friendly video editing tools available. Start small, focus on delivering value to your audience, and analyse the results. Track metrics like views, watch time, engagement rates, and website traffic to understand what’s working and what isn’t. This data will inform your future video content creation and ensure you’re getting the most from your investment.

The best next step is to audit your current marketing efforts and identify where video could realistically fill a gap or enhance existing campaigns. Consider a pilot project – create a small series of videos and measure their impact before committing to a large-scale production.