Everyone’s Watching: Why Online Video Is the Most Effective Marketing Format

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We’re watching more video than ever, and we’re watching it everywhere. In 2025, the average person consumes over 17 hours of online video each week, across platforms like YouTube, Instagram, TikTok, and LinkedIn.

This shift isn’t just about entertainment. It’s about how people discover brands, make decisions, and build trust. At Salt & Gorse, we help businesses turn that attention into impact, with creative video content that connects and converts.

📊 The Stats: Everyone’s Tuning In

  • 17 hours of video watched per week per person on average, up from 10.5 hours in 2018. (Wyzowl)
  • 92% of global internet users now watch online videos each week. (DataReportal, 2024)
  • 82% of all internet traffic is video. (Cisco Annual Internet Report)
  • 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)

🎯 Why It Matters for Your Business

The attention is already there, your job is to show up. Video allows you to meet your audience where they are, and more importantly, where they’re already watching. Here’s how it helps:

1. Video Stops the Scroll

Short, high-impact visuals can grab attention in under 3 seconds. Our brand reels and ad content are crafted to stand out in fast-moving feeds.

2. It Builds Trust Faster

People buy from people. Video puts faces, voices and real stories behind your brand. It builds emotional connection in ways text and photos can’t.

3. It Works Across the Funnel

Whether it’s a YouTube pre-roll, a homepage hero film, or a testimonial on a landing page, video moves your audience from first glance to decision.

4. It Increases Website Performance

Video can increase dwell time, reduce bounce rates, and improve SEO. Our Video SEO guide shows how we optimise every frame for impact.

📹 What Kind of Video Works in 2025?

Here’s what we’re seeing right now with clients across lifestyle, travel, fashion, and e-commerce:

  • Short-form content: Ideal for reels, ads, and TikTok. Fast-paced and full of personality.
  • Behind-the-scenes edits: Authentic, unpolished and real, perfect for humanising your brand.
  • Web films and hero videos: Cinematic pieces designed to live on your homepage or in pitch decks.
  • Testimonial edits: Showcasing real voices and stories builds trust and authority.

We help brands tailor video to each channel, from strategy and scripting to shooting and post-production. Explore our services to see how we do it.

🔗 Further Reading

Bottom line? The audience is already watching, now it’s your move. Let’s create something worth watching.

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