The Power of Video: Ben Coates, Cande group

From social media platforms to corporate boardrooms, in recent years video has become a transformative force, enabling individuals and organisations to connect, educate, inspire, and mobilise audiences effectively.

In this guest blog for Pinstone, I will explore the power of video as a communication tool and share some insightful statistics1 that demonstrate its potential.

One of the greatest strengths of video is its versatility. It can be adapted to suit various platforms and contexts, ensuring that messages reach a wide range of audiences at different touchpoints.

Think about how many videos you have already engaged with today.

If you’ve hopped onto any social platform, it’s likely you’ll already be in double figures. If you called into a shop there was likely at least one digital point of sale, coffee machine or dormant self-service till looping promotional content. And that’s before you’ve logged onto your laptop to pull up a YouTube ‘how-to’ video, news update or see a Google Ad catching your attention with personalised content.

In my role as the director of Cande Group, a production company that works with clients across the UK, I spend every single day developing and producing video content that aims to cut through and land with a certain audience.

Our team uses many tools to do this, from traditional scripted videos, motion graphics or animation, to live streaming, 360 videos and immersive experiences.

Because of the way that content is absorbed across web and social, producers like us and communications experts are able to use analytics to understand how certain people or groups like to watch content, and what compels them to take action afterwards.

So why are companies investing so much time and resource into video?


The Cande group on farm

1. Customers retain 95% of the information contained in videos

Tell them in video, and they remember it. Simple! It’s not really surprising that visual story telling is so powerful, but 95% is a significant amount of your information to leave with a viewer, for them to call upon when they’re making their next purchase or behavioural decision.

2. 80% of people prefer videos over written text

This tells us that if you have something to say about your service or product, people are more likely to engage with video content than a text or written source, especially for web and social.

3. Having a video on your website landing page increases conversions by at least 80%

By making a video the first thing people see when they visit your website, you get to influence that key first impression.

This makes your product or service more instantly “gettable” which will increase interest.

4. YouTube is still the home of video in 2023

With more than 2.5 Billion active users, YouTube is clearly still the place to go for video.

Almost 5 billion hours of videos are watched by YouTubers every day. Other social platforms like TikTok may be hot on YouTube’s heels in terms of hours of content watched, but it’s still the Google of video.

As technology advances and video consumption continues to rise, the power of video as a communication tool becomes increasingly evident. Its ability to engage, captivate, and persuade makes it an indispensable asset for organisations and brands who can use it to amplify their impact, and achieve their campaign objectives in this visually driven world.

142 video marketing statistics for 2023

Cande media on set at conference

Ben has worked in television, video and live production for over 20 years and is a member of the University of Wolverhampton’s Screen School Advisory Board. With Cande Group he supports clients including NHS, Three UK, and Russell Group Universities, along with a large number of companies in the agricultural supply chain, having specialised in the sector for the last eight years.

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