AI content has thrown a spanner in the works for marketers across the globe. Anyone can now open up ChatGPT and ask it to produce a blog post or guide, and AI image creation is rife everywhere. It creates a world where content feels less authentic – but that’s why video content marketing is still king. 

Video content is unique and can be utilized in various forms, from branded videos to short Instagram reels. Certain elements of video set it apart from all other content forms, so let’s look at why it’s still the crème de la crème of content marketing. 

One Of The Only Tonics To Disingenuous AI Content

People are already growing burnt out on AI content, and 26% of users see a brand as impersonal if it uses AI-written content. There’s a growing distrust between users and AI-generated images and text, which is why video content marketing continues to be a strong approach to content creation. 

Right now, video is one of the hardest forms of content for AI to replicate. Anyone can spot an AI video from a mile away – and it almost always goes down badly. You need only look back to December 2024 when Coca-Cola was embroiled in controversy over its AI video advert. The screenshot below shows you the top three comments under the video on YouTube, and it does a fantastic job of displaying the average sentiment towards AI content. 

As a result, brands are beginning to learn that they need to use proper authentic content if they want to go down the video route. They’re also understanding that people are more and more skeptical about whether or not content is AI-generated. It’s harder to be 100% sure of this when you see a picture or some text, yet users are always confident that they’re seeing genuine, honest content in a video format. 

Video Is The Most Popular Form Of Digital Content

Beyond the fact that people want authenticity and hate seeing AI content, video remains one of the most popular digital content forms out there. Marketers must realize that video for marketing is essential for the simple fact that people love watching videos. 

Three staggering statistics back this up: 

The demand for video content is clear, yet we’ve established that AI videos suck and nobody wants to see them. In turn, it means that more and more businesses need to partner with a video agency to produce the type of content people want to see. 

Video Content Drives Key Performance Metrics

Video will always hold the crown because it’s a massive driver of key performance metrics for businesses. Research from Wyzowl shows that 99% of marketers believe video content helped to increase user understanding of their product or service. Moreover, the same study concluded that 93% of marketers say video marketing has given them a good ROI. 

This is all down to the sheer engagement a video gets. It’s so easy to share content on social media these days, which allows companies to attract so many eyes to their brand. In the Wyzowl study, it was revealed that: 

  • 82% of video marketers saw an increase in web traffic from video content
  • 88% of video marketers saw an increase in lead generation
  • 84% of video marketers saw a boost in direct sales
  • 84% of video marketers saw an increase in time spent on websites

People engage with videos more than any other form of content, but you can also use video content marketing for various purposes. Yes, a large proportion of video content is promotional and helps to directly sell products or drive traffic to a website. However, you also have instructional videos that help explain things to users – which helps keep people on a website and reduce support inquiries. You also have information videos that display data sets or summaries for users to view, which can be great for explaining new products or showing the benefits of a product/service. 

No matter how you look at it, video content marketing is still the king. It can go toe-to-toe with AI content and come out on top because it’s too difficult to replicate genuine video content with artificial intelligence. This makes it the most authentic type of content available, which plays into the general public need for more genuine and personal content. Of course, as demonstrated above, the sheer engagement factor makes video content better than anything else, and it’s something that every business should look to invest in.