Win the Attention War: Driving Engagement with Short-Form Video
For banks and credit unions, engagement wins today’s attention war. Learn how short-form, branded, AI-powered video boosts connection, scales content across teams, and strengthens fraud controls without ballooning costs.
Do you long for the days when marketing was as simple as placing a print ad? Gone are the days of ad wars, it’s an attention war. And winning attention starts with one crucial battle, engagement.
Engagement measures meaningful interactions, how well your brand connects with your audience. In an exchange of attention for content, consumers decide which brands are worth engaging with and which are not. Engagement equals connection, and engaged audiences are more likely to consume, act on, react to, and share content. While it does not show up on a balance sheet, engagement is measurable in views, clicks, and time on page. These are powerful indicators of how your brand’s messaging performs.
In the Experience Age, revenue is not the only metric that matters. In the economy of engagement, video is the currency of choice.
Key Trends in Video Marketing
• YouTube is the second most-visited website in the world.
• Audience attention spans are now shorter than a goldfish's.
• 98% of consumers watch short explainer videos, usually one to three minutes, to learn about brands and products.
• One minute of engagement to a video is equivalent to consuming 1.8 million words.
• 89% of consumers want more video content from brands.
The takeaway is clear, video is a durable, high-leverage tool for boosting engagement. As video continues to dominate, it is a powerful player in the marketing toolkit. Yet implementation, training costs, and production can feel like barriers to enterprise-wide adoption. There is good news for banks and credit unions, financial-institution-tailored SaaS tools are lowering the cost of producing branded video at scale.
Catching the “Goldfish” Attention Span
Are you skimming this blog yet? If so, you are not alone. Short-form video, typically one to three minutes, dominates digital consumption. Bite-sized videos are a golden ticket to capture attention, introduce your values, and guide accountholders along their financial journey.
Today, your financial institution is not only competing for banking market share. In a video-forward world, you are competing with every brand that publishes video. When engagement is shallow, you risk fewer deposits, lower retention across both employees and accountholders, and missed growth opportunities.
The real cost of video? Underestimating its power to engage your audience, then underinvesting in a critical pillar of digital optimization.
A Note About Fraud
The spread of AI has accelerated fraud, cybersecurity threats, and malware. Within the next year, many, if not most, cyberattacks will be AI-enabled. One major risk is allowing employees to use unsecured, unmonitored video creation tools. The solution is a secure, banking-tailored, enterprise video platform designed for governance, compliance, and brand protection.
Imagine your marketing, human resources, and sales teams producing explainer videos that are automatically branded with your logo and colors, aligned to corporate messaging, and protected by security protocols. AI-powered video creation offers more than convenience, it strengthens fraud defenses by standardizing tools, templates, and approvals.
The Final Word, or Should We Say, Video?
Video is now the preferred method of content consumption, and everyone with a smartphone is a creator. Platforms like SundaySky empower teams to produce high-quality, short-form video using branded templates, so your people can focus on what they do best.