Bring your brand to life with original video content

Video content is not a fad – it’s a UX mainstay. From short-form videos on TikTok, homepage loops that engage, and Instagram Reels that highlight brand moments, video is one of the most compelling channels to capture attention, foster trust, and convert.

Actually, 86% of companies currently employ video as a marketing medium, and 84% of consumers report that video has influenced them to buy a product or service. For retail and hospitality brands, the potential is in incorporating video into the user experience, not as a separate marketing initiative.

In contrast to stock footage or over-produced content, original video speaks truthfully about your story—and that resonates more than ever. Today’s audiences crave behind-the-scenes honesty, personality, and intent.

Whether it’s:

• A tour of your hotel suites,
• A culinary tasting hosted by your chef,
• Or a staff-curated fashion edit,

these types of content build an emotional bond. They experience, not explain, what it feels like to stay, eat, shop, or interact with your brand.

Here are three recent examples from our work for Propeller that illustrate how video can drive both engagement and conversions:

We combined a cinemagraph-style homepage video that brings to life the vibe of their bowling alleys in motion. This minimal movement draws visitors into the experience right away, adding to a 14% increase in homepage dwell time.

Rather than one masterbrand video, we created modular video blocks throughout Rockliffe Hall’s homepage, each of which stands for a key brand pillar: spa, golf, restaurant, and weddings. These videos are functional both muted and captioned, optimized for silent scroll and mobile UX.

Research has shown that videos on landing pages increase conversions by 86%.

Take a look for yourself here.

To seize immediacy and togetherness, we assisted Roland Mouret in embedding Instagram Reels and seasonal livestreams onto their product pages and homepage. Live content generates buzz, while editorial-reel Reels continue to tell the story through ecommerce.

See more here.

So in terms of user engagement, video content is the way forward. You have to wonder what’s next – no doubt popular culture will lead the way!

Video trends shift quickly – here’s what to focus on now:

• Short-form is king: TikTok, Reels, and YouTube Shorts are not a nice-to-have—they’re necessary. Brands need to repurpose clips across platforms and insert highlights on landing pages where they matter most.
• Optimize for mobile: Build with vertical video in mind and keep load times quick on all devices.
• Tell a story: Sell less. Share the faces, voices, and stories behind your brand.
• Accessibility is important: Always add captions and make playback independent of sound.
• Measure performance: Leverage built-in analytics (Google Analytics 4, Meta Pixel, etc.) to understand how video is driving conversions and session length.

Original video content isn’t just aesthetically pleasing – it performs. From social-ready shorts to high-impact homepage imagery, there’s never been a better time to integrate video into your site UX and customer journey.

You may be a hotel brand that wants to create atmosphere, or a retailer seeking to increase on-site engagement. Propeller can assist you in shaping video experiences that bring both style and substance.

Having trouble with video integration or UX strategy? Reach out – we’d love to introduce you to what’s possible.