Three out of five companies have implemented video marketing in their content strategy. Such statistics are provided by WordStream — a market research company.

So, why is video so effective? Let's delve into the numbers

92% of internet users share videos with friends, and according to recent studies, more than 80% of all internet users prefer video most often when they want to learn more about a product or service. Also, according to HubSpot, 54% of consumers want to see more videos than photos or texts from the brands they support.

Let's move on. Data analysis service DataReportal claims: on average, an internet user aged 16 to 64 spends almost 2.5 hours a day on social media. Almost 60% of consumers spend a quarter or more of their time on social media watching videos. And Google surveys indicate that half of Millennials and Generation Z state they "don't know how they would live" without video content.

Now let's turn to professional data — does video sell?

According to Lemonlight — a video content production company, more than half of consumers say a brand's video helped them decide to make a purchase. And Google claims that more than 40% of shoppers worldwide bought a product they learned about on YouTube.

The role of video in marketing

Consider a simple example: imagine you are choosing between two products. One is presented only with text and photos, and the other — in the form of a bright video review demonstrating how the product works in real life. Which product demonstration format would interest you more?

Video content attracts attention due to its ability to combine visual, audio, and text elements, making it much more memorable.

More importantly, the size of the budget for video content does not always determine success. Sometimes the most memorable videos are made with minimal expense. Take popular TikTok challenges, for example: they are often shot on smartphones, but their virality can be huge. An interesting script, memorable images, and an original approach work even with modest expenses.

Organic promotion

Short videos are a strategic tool for organic growth of bloggers and businesses.

The "magic" of short videos lies in their ability to convey information in just a few seconds, making them ideal for quick and effective interaction with the viewer. Their effect can be compared to a "snowball effect": as soon as a video starts to attract attention, social media algorithms begin to promote it even more, leading to a rapid audience growth.

Take, for example, a blogger who specializes in fitness. He launches a marathon of short videos with daily workouts. Each video contains useful tips and exercises that can be done at home. Users start returning regularly to his content, and in a month there is significant growth in followers and interactions in the account.

Social media algorithms capture this interest and begin to show his videos to more and more users. When one video becomes popular, it helps promote the next videos.

Perception of video

Question for you — when was the last time you watched a two-hour movie without any distractions?

Phone, messages, social media — all of this diverts attention, and therefore short videos become the ideal format for quick consumption of information.

Short videos fit perfectly into this accelerated pace of life. They allow conveying a key idea or emotion in just a few seconds, making them an ideal tool for capturing attention.

But you can't rely solely on short videos.

For example, a blogger can quickly show how well a new smartphone camera shoots, and the viewer becomes interested. These short videos work excellently for capturing attention and creating first impressions of a product.

A person also wants to know how a smartphone works in real conditions, what its pros and cons are. For this, detailed information is needed, which can only be obtained from a long video review.

Thus, both short and long videos play an important role in a business strategy. Short videos capture attention, form first impressions, and stimulate interest. Long videos provide in-depth analysis and persuade the need to purchase.

Video creation and editing programs

In 2024, video editors should combine intuitive interface with powerful features.

Ease of use of the program is critical: the user should quickly adapt to the tools, without spending time studying a complex menu. Also important are advanced features such as automatic color and sound correction, as well as integration with cloud services for quick and secure project work. Programs should also support various formats for versatility.

We have compiled the best editors that meet these requirements, so you can focus on creativity, not on technical difficulties.

Software for computers

It is the perfect tool for those tired of working on their phone but lacking professional editing skills. The main advantage of CapCut is its high operating speed and the presence of numerous automatic effects that simplify editing. Unlike traditional programs where each element requires manual adjustment, CapCut applies effects and makes corrections automatically, saving time and effort.

However, it is important to consider that CapCut requires a stable internet connection to work, and without it, the editor will not be available. The program is free.

Movavi Video Editor

The next step on the way to professional editing.

The program combines powerful tools for creating films and an intuitive interface, although it is more complex than basic editors. The key tools include support for multiple video formats such as AVI, MP4, and MOV, making content export and integration convenient. The stabilization feature eliminates camera shake, providing a smooth and professional image.

Although Movavi is available for free download, the full version with lifetime access costs $29.91.

DaVinci Resolve

DaVinci Resolve is not just a tool for stitching video pieces together; it’s a professional editor combining editing, color correction, visual effects, animation, and sound post-processing.

Due to its functionality, DaVinci Resolve is used by professionals. This program is actively used by both experienced filmmakers and bloggers and videographers.

DaVinci Resolve requires powerful hardware for effective work without glitches, which is important to consider when using it.

On the official site, both a free version and the paid DaVinci Resolve Studio are available, the cost of which is $295 — this is a lifetime license.

Sony Vegas Pro

The editor in which the horror film "Paranormal Activity" was edited.

Sony Vegas Pro is a powerful tool for professional video editing, ideal for creating films, television programs, and music clips.

Despite its professional focus, Sony Vegas Pro offers a simple start for beginners.

The program is available through a subscription, the basic version costs $7.99 per month, and the free version provides the opportunity for testing for 30 days.

Software for mobile phones

InShot

Editing on the go.

InShot is the perfect choice for those looking for a simple tool for video editing. This app provides all the necessary tools for basic video processing.

InShot is not overloaded with unnecessary features, which ensures fast performance. It is ideal for those who want to quickly cut, trim, or add text and music without unnecessary complexities. The application works for free, but there is a lot of advertising.

VN

VN video editor is a versatile tool for creating professional videos directly on the phone.

By taking the time to learn all the features of the application, you can achieve nearly professional quality in your videos. The basic version of VN is available for free, allowing users to start editing without any costs. There is also a paid version VN PRO, which costs 899 rubles per month for iOS and 799 rubles for Android.

KineMaster

The application stands out for its advanced features, such as working with multiple layers, frame-by-frame editing, and custom transitions, allowing for the creation of complex and visually rich video projects. KineMaster supports video saving in up to 4K resolution. Users have access to an extensive bank of visual effects.

On iOS, KineMaster is available for free, with a PRO subscription starting from 249 ₽ per month for access to additional features. On Android, the app is also free, but the subscription starts from 459 ₽ per month.

VideoShow

The application allows easy video trimming, background blurring, and playback speed adjustment. More than a hundred unique stickers, emojis, animations, and fonts offer ample opportunities for "decoration."

On iOS, VideoShow is available for free, but for extended functionality, a subscription from 379 ₽ per month is provided. On Android, the app can also be used for free, with a subscription starting from 449 ₽ per month.

Splice

On mobile devices, the app provides a professional level of editing. The functionality allows you to effortlessly create professional videos using a wide selection of sound effects, unusual fonts, and stylish transitions between frames.

On iOS, it is available for free with a subscription option from 329 ₽ per week, and on Android — from 319 ₽ per week. The subscription unlocks access to advanced features.

P.S. Artificial Intelligence for creating video from photos

Neural network Runway AI can be used to "animate" photos.

You upload a photo, then describe what action should be depicted, and the neural network turns the static image into a dynamic video. It's important to carefully formulate the request in English to avoid getting absurd or cartoonish results. The neural network is also capable of creating videos based on scene descriptions: just specify what you want to see and get a short fragment. These fragments can be combined to create a full AI video.

On the platform, several videos can be generated for free.