The age of video marketing is here, are you ready?

From an Expert's Perspective

This month, we hear from Paula Reile, Research Program Manager with the Business & Commercialization Innovation Centre.

It’s no secret people are spending more time consuming content, and that consumption is happening all day, every day on mobile devices. According to Statista, the average Canadian spends 2 hours and 5 minutes on social media every day; of this, most is being consumed in video content. Think about how many videos you can consume in 2 hours and 5 minutes! That is a lot of potential time to get in front of your target audiences.

Video content has emerged as a powerful tool for businesses of all sizes, but for small- and medium-sized enterprises (SMEs), it’s not an option, it’s a necessity. With a growing demand for video content, coupled with changing consumer behaviours and preferences, it is crucial for SMEs to embrace this medium.

Here are our top four reasons SMEs should embrace video content:

  1. Higher engagement: Videos are more engaging than text or static images. They capture and hold the viewer’s attention, providing the opportunity to connect with your audience in a meaningful way, which results in higher engagement, leading to increased brand awareness and ultimately brand loyalty.
  2. Improved SEO: Search engines, like Google, favour video content, SME’s boost their online visibility and improve their search engine rankings when prioritizing video content.
  3. Storytelling opportunities: People want to connect on social media. Video content provides an opportunity for storytelling, which creates and enhances connections with your audience. The key here is to be AUTHENTIC!
  4. Cost-effective marketing: At first, embracing video feels daunting, but when you learn how to incorporate it into your day, it can become a cost-effective promotional strategy. Not sure where to start? That’s where the Business & Commercialization Innovation Centre (BCIC) can help!


The age of video is here, and when done correctly, its effectiveness in engaging audiences, enhancing online presence, and conveying messages make it an asset in today’s competitive business environment. When a business embraces video content, it will find a better position to reach, connect, and grow the audience.

At Niagara College’s Business & Commercialization Innovation Centre, we support the growth of SMEs on marketing strategy, promotional plans, videography, photography, and brand development. If you’re unsure where to get started with your video strategy, we have the expertise to get you to where you want to go and have multiple funding opportunities to reduce the cost to access these services.

Interested in learning more about BCIC and starting your businesses video strategy?

Explore BCIC’s website, or contact David DiPietro, Research & Innovation Manager, Business Development, at [email protected].