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The Importance and Impact of Video


The Importance and Impact of Video

It’s no secret, we all enjoy a funny cat video on YouTube, keyboard cat alone has over 44million views, and these viral sensations have gone a long way towards YouTube becoming the second most visited website for 2015 according to data from Alexa. If you were wondering, Google was the first!

According to other industry figures this isn’t a one off phenomenon either:

  • Cisco states that video will account for 69% of all consumer internet traffic by 2017
  • Based on Social Media Today’s infographic Twitter has confirmed that video consumption on the platform has grown 220x in the last 12 months and;
  • Tweets with video are re-tweeted 6x more often than those without

Why is this?

We can’t think of a better way to explain something in a concise yet visual way. Today’s audiences are used to getting what they want when they want it in quick and bite sized ways. Animations and videos tick all these boxes and with studies showing that the average human attention span is now 8 seconds (dropping from 12 seconds in 2000), due in part to smartphone use, you really have a limited time to make an impact.

Video enables you to tell a story and provide value to your customer rather than directly selling. It forces you to be concise, and really ensures the point you need to communicate to your customer is there.

What’s next?

Start thinking about what will engage with your audience. Are you selling to other businesses or more consumer focused? Can you potentially use humour to get your point across? What style of video would you like – more face-to-face or would an animation work for you?

Most of all have fun – it’s great seeing a video go from conceptual storyboards to a realised output displaying across YouTube, other video channels such as Vimeo or even a live Periscope feed!

Based on this research WATERS have created their own #RealWorldCreative animation. 

If it feels like a video jungle we’d be happy to cut through all the jargon and help you realise your video potential. Email us at or feel free to pick up the phone and chat through your thoughts on 01792 793352.