The short answer is, almost certainly, yes. We’re seeing a significant shift in how Australians consume information, and video is now dominant. But simply ‘doing video’ isn’t enough. It needs to be a considered part of your overall marketing strategy to deliver a return on investment.

For many small and medium enterprises, the hesitation around video comes down to perceived cost and complexity. It’s true that high-production value videos have their place, but they aren’t always necessary – especially when starting out. The good news is that smartphone cameras are excellent these days, and there are plenty of user-friendly editing tools available. More importantly, the benefits often outweigh the initial effort.

Here’s what we’re observing with our clients:

• Increased Engagement: Video consistently outperforms static content in terms of time spent with your brand. People are more likely to watch a short explainer video than read a lengthy webpage. This deeper engagement translates to better brand recall.
• Improved Search Rankings: Google loves video. Embedding videos on your website and optimising them with relevant keywords can significantly boost your search engine optimisation (SEO) efforts. We’re seeing clients who consistently publish video content experience a noticeable lift in organic traffic.
• Stronger Connection with Customers: Video allows you to showcase your personality and build trust. Think ‘behind the scenes’ glimpses, customer testimonials, or even just a friendly face introducing your business. This human connection is crucial in a competitive market.
• Platform Algorithms Favour Video: Social media platforms like Facebook, Instagram, and increasingly, TikTok, prioritise video content in their algorithms. This means your videos are more likely to be seen by a wider audience organically.

Don’t fall into the trap of thinking video is only for large corporations. Australian consumers are actively seeking video content from businesses of all sizes. The key is to start small, focus on providing value, and consistently analyse your results. We recommend beginning with short-form video – think 15 to 60 second clips – and experimenting with different formats to see what resonates with your target audience.

If you’re unsure where to begin, we suggest conducting a quick content audit to identify existing materials that could be repurposed into video format. Then, create a simple content calendar and commit to publishing at least one video per week. Tracking key metrics like views, watch time, and engagement will help you refine your strategy and maximise your return.