Why online video matters

Posted by Chris Bridges

Video content online has been around for years and the audience for it is still growing. Globally 82% of internet traffic in 2022 came from video as people looked for different ways of engaging with content beyond traditional text and still images. 

In 2022 adults in the UK watched, on average, five online videos per day, that’s 35 per week (not including streaming services). And while it is no surprise that 18–24-year-olds consume more online video content than any other age category, what might not be expected is that 35-44 and 45-55 year-olds watch on average 6.16 and 4.5 videos per day respectively.

YouTube remains the most popular video sharing platform with 70% of all YouTube consumptions coming via mobile devices.

Many businesses include video in their marketing strategies with short social media clips and ‘explainer’ videos being the preferred content types. However, for many businesses time and cost constraints put them off doing anything and, even those that have considered creating content, often don’t know where to begin.

Why create video

With so much information on the internet already it might feel as if adding even more is a futile way of getting your message out there. But using video to associate a face and voice to your research, brand product or service is an incredibly powerful way of building trust and forging relationships with existing and potential clients, investors or peers. Interesting videos can help get your message more exposure and engagement, they will stay visible on social feeds for longer and also provide great SEO for your website. In fact, the Google bots now favour video content above other types. 

Advancements in technology mean it is easier than ever to create polished looking video footage using only an iPhone, tripod and clip on microphones. However, the finished product will only be successful if it is edited to produce a coherent story combined with associated ‘b-roll’ (scene-setting) footage, images, title sequences and background music. This process means that creating a video can be more complex and involved than it first appears and if taking on all the tasks is not within your comfort zone, working with a third party, such as Bulletin (and making use of our story-telling skills) can be a cost-effective approach.

Types of video

At Bulletin we specialise in understanding complex stories and communicating them clearly to a specific audience

Here are some of the types of video that we have created with our clients:


Interviews with thought leaders or subject experts are a great way of building credibility, profile and trust.

Case study

Explaining how a product or service can fulfil a need, or solve a specific problem, by presenting a case study is a powerful approach. Expert voices and client testimonials can be used to present the challenge or opportunity and what was done to address it.

Educational/explainer videos

Complex ideas and thoughts can be tricky to explain in the written form. By using video that features ‘plain speak’, the story can be told in a way that is understandable to non-technical audiences.

At Bulletin we have a range of video solutions to fit your vision and budget. Our team can help you with the whole process. First, we’ll work to craft your narrative, then we will film and edit the video so that it tells the story and finally, we can work with you to distribute your video to reach the right audiences. The Bulletin team also includes media experts, journalists with many years’ experience, who can provide in-house training for media interviews and appearances.

If you would like to know more about our services, please contact Dr. Chris Bridges – chris.bridges@bulletin.co.uk

Some of our clients

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