How to harness video content to to achieve their marketing goals
Video is emerging as a vital element for any marketing strategy in 2025 as short-form video platforms like TikTok and Instagram continue to grow and increase their popularity.
Source: © 123rf 123rf Essi Koster, paid media specialist at Special Effects Media, gives some key considerations around video content and how brands can harness this engaging format to achieve their marketing goals
There are some key considerations around video content and how brands can harness this engaging format to achieve their marketing goals.
Video has become a dominant format for online engagement, and video as a driver for e-commerce shopping is growing as an interactive and immersive way to connect with consumers.
The South African e-commerce landscape is rapidly evolving, with video content emerging as a crucial tool for brands to enhance engagement, build trust, and drive sales.
Several factors and trends are shaping the adoption of video in this market:
As smaller creators gain influence, brands are shifting their paid media strategies to capitalize on this trend:
Livestream shopping, a trend that initially gained traction in Asia, is becoming increasingly popular in Western markets. While major influencers have historically dominated this space, smaller creators are now emerging as key players.
Although e-commerce platforms like TikTok Shop are not currently available to South African e-commerce retailers, livestream shopping still presents valuable opportunities. Brands can partner with local influencers to engage audiences in real-time, offering product advice, cementing brand loyalty, and encouraging immediate sales.
Brands have been increasingly adopting user-generated content (UGC) to promote products. However, as we move into 2025, a shift back toward more Professional Generated Content (PGC) is anticipated.
- Content differentiation: As video landscapes become increasingly competitive, maintaining a distinctive and memorable brand presence will require innovation in storytelling and production techniques.
Video is set to remain a cornerstone of effective paid media strategies in 2025 and beyond. As trends like video shopping, creator partnerships, and livestream content continue to evolve, brands must adapt by investing in high-quality production while maintaining the authenticity consumers crave.
By fostering genuine connections with audiences and leveraging the creativity of independent creators, businesses can unlock new growth opportunities and drive long-term engagement and sales.
With the continuous evolution of the digital landscape of paid media, the integration of content (particularly, the creator economy) and e-commerce has become a key driver of consumer engagement and sales.
