Spend any time researching trends in digital marketing, and you’ll soon notice that video is taking over. In fact, some experts are calling 2018 the year of video. And that’s no exaggeration. In fact, video is pegged to comprise 80% of consumer online traffic by 2019. That’s only one year away.

With the rise of Facebook video, and the inclusion of video on other popular social platforms such as Instagram and Snapchat—it’s no wonder that 85% of online marketers are using video content. But, what is it that makes video so effective, and why are marketers spending increasingly more time—and money—on this medium? In this, the first in our three-part series focusing on video marketing, we’ll take a look at just what makes video 2018’s marketing darling.

First, video is versatile. As just another way to deliver custom content—video can take many forms. Long form videos can educate, inform and engage, while shorter videos—in advertisement form—can deliver a clear, simple call to action. We’ll dive more into the types of videos used in marketing in part two—but suffice it to say, whether it’s a webinar, a how-to, a “get-to-know-you” or an advertisement, video gets consumers doing what they do best—consuming.

Video leaves consumers feeling a sense of trust and engagement unlike many other marketing tools. In fact, 36% of online consumers say they trust video ads. Not bad in a culture where consumers inherently dislike advertisements of any type. Take that number and just about double it to get the 64% of consumers who are likely to buy a product after watching a video about it online. And even if they’re not buying, they still find video content helpful—a fact that generates trust and loyalty. 90% of consumers say that product videos are helpful in their buying process. Clearly, video resonates with consumers in a way that mere words on paper (or screen) can’t.

Now, you may find yourself thinking, “Great, but video is complex and expensive to produce! How can I jump on the bandwagon?” Here’s the exciting thing about this booming beast: it’s versatility has made it much more attainable for businesses of all sizes. No longer is it necessary to hire a videographer or buy expensive video equipment. Grab your smartphone and shoot a quick explainer or how-to video to post on Instagram, or do a live Q&A video on Facebook live. The possibilities are endless, and we’ll talk tools and tricks of the trade in part 3 of this series. The point is—the barriers of time, technology and money are no longer barriers. And perhaps that’s just one of the many reasons this medium is taking off so rapidly.

Stay tuned next week for part two in this video series: The Many Faces of Video Marketing.