Why Branded Video Is Your Most Under‑used Marketing Asset

Learn how branded video increases retention, trust, and reach across all digital platforms.

1. Video Stops the Scroll—and Makes Messages Stick

Audiences retain up to 95 % of a message when they watch it in a video compared with just 10 % when reading it in text. That’s why 96 % of video marketers now say video has boosted brand awareness, a record high in Wyzowl’s 2025 study. Wyzowl

2. Branded Stories Fast‑track Trust

A branded video puts real people, product demos, and behind‑the‑scenes moments front‑and‑center—exactly the content viewers trust most. Recent research shows 72 % of customers feel more confident in a brand after watching its videos, and 84 % say video directly influences a purchase decision. Insivia

3. Short‑Form Formats Super‑charge Reach

Short videos under 90 seconds generate 2× the engagement of longer videos and are now the default on TikTok, Reels, and YouTube Shorts, driving massive organic reach while paid CPMs remain relatively low. Lifewire

4. If It Works So Well, Why Is It Under‑used?

• Perceived cost. Many teams still think quality video requires Hollywood budgets. In reality, smartphone‑grade footage paired with sharp storytelling outperforms glossy but generic spots.

• Content bottlenecks. Marketing calendars often treat video as a quarterly “campaign” deliverable instead of a weekly content staple.

• Siloed metrics. When teams track views in isolation, they miss video’s halo effect on email CTRs, time‑on‑page, and sales conversion.

5. Turning Video into Your Growth Engine

1. Plan a series, not a one‑off. Map three‑to‑six bite‑size videos around a single theme; each clip fuels social, email, and on‑site embeds.

2. Lead with storytelling. Feature a customer success moment or founder insight in the first five seconds to hook viewers before they swipe.

3. Optimize per platform.

   • TikTok & Reels: 9:16, 15‑60 s, captions on.

   • YouTube: Pair Shorts for discovery with a longer explainer for deeper intent.

4. Add clear CTAs. Use on‑screen text and voice‑over so viewers can act even with the sound muted.

5. Measure beyond views. Track lift in site dwell time, email replies, and assisted conversions to capture the full ROI picture.

Key Takeaways

• Branded video delivers unmatched retention, trust, and reach—yet remains under‑deployed in most content mixes.

• Advances in mobile production and short‑form formats have collapsed cost and complexity barriers.

• Treat video as a recurring asset, tailor it per channel, and measure its ripple effects across the funnel to unlock its full revenue potential.

Ready to put video to work? Start with one customer‑story short this week—you’ll gain data, confidence, and a reusable asset that outperforms every static post in your feed.