Why is Video Important in Marketing Strategies?

Edited by Stewart Bounds
11 Jan 2022

Video as a marketing tool? In this economy? According to the business marketing expert, Hubspot, “86% of businesses use video content as a marketing tool” (2021). With that information, the use of video in marketing strategies is trending upward. To help you stay ahead of the curve, we created a list of seven reasons why businesses should employ videos in their marketing strategies.

7 Reasons Why

1. Informing and Educating

97% of marketers claim that videos help customers understand their products. (Hubspot)

Businesses are saturating the lives of consumers with a multitude of choices. Consumers have to sort through all of the different brands, styles, colors, models, and minute details of the products around them which can be overwhelming.

There are simply too many choices out there. Consumers and businesses are doing quick internet searches, finding the best product in their neighborhood or even in the world and proceed to order it online. Video helps provide a quick product demo showing how it is used, what it does, where it can be used, and why the person needs it – all in a condensed and easily consumed video.

Many marketers are approaching audiences with a value-based offer instead of a “sale.” To this end, videos are giving customers a cinematic look at a product in a matter of seconds.

2. Technology Demands More Video

Today's digital age is a direct representation of attention grabbing content. People who aren't entertained in less than 10 seconds will scroll on to the next seemingly shiny thing. As a result, consumeristic demand is increasing on all fronts for video and product advertisement. Businesses advertise through social media by using reels as a way to monetize and advertise in one shot, filling our feeds and platforms with easy to watch videos.

“The attention economy is not growing, which means we have to grab the attention that someone else has today.” –Brent Leary, Co-Founder, CRM Essentials

3. Customers Demand Video

As stated above, the reason is reiterated here with the consumer's demand in mind. According to Hubspot, 54% of customers want to see brands and companies using video for marketing. Whether it is on social media, a billboard, YouTube or television, video is the most engaging content format for today’s consumers.

With each passing day, video is becoming more affordable and available to small businesses. It is the best tool to connect with the right audience and convert them to leads, donors, or consumers.

4. Adds Personality to your Brand

What makes people buy stuff? Aside from pure need, it's the emotional connection that drives people to purchase a product or service. Whether it be a jingle that reminds someone of their childhood, or a witty statement on a shirt; people are connected to brand personalities and styles. A video portrays personality and style easier than written content ever could. It melds both written content through acting and all audio/visual aspects into one - a design that appeals to the masses with eyes constantly craving something new. A video aids in developing your organization's voice, your brand's personality and style, and most importantly aids in nurturing the relationship you have with your customers and clients.

Cinema Forte, our creative division, shooting a brand commercial for Stampin' Up!

5. Data & SEO

Over 80% of all traffic will consist of video by 2021. (Cisco)

If you aren't easily found on the first page or two of Google, your company is going to have a tough time growing. Search engine optimization, or more commonly known as SEO, has quickly become the leading factor in online marketing. Shaping your SEO increases site traffic by a heavy margin, facilitating growth in your business. Combine SEO with video, sprinkle in the right keywords and metadata for some spice, and boom! You've created the recipe for ranking higher on your favorite search engine.

When was the last time your company's latest blog post was shared by someone outside of your business? Sadly, written content just doesn't hit like it used to. It's unfortunate for the bloggers who've dedicated time and creativity to their craft when the content isn't as heavily consumed as it once was. When written content is paired with media however, only then does the likelihood of it getting shared, pinned and posted increase. But with text-based content, it's much harder to keep track of all that gets shared.

Video, on the other hand, has this feedback built-in to the platform where it is posted. Videos measure click-through rates, drop-off points, and how many times it was watched. It does this automatically on many platforms, such as Facebook or Youtube, letting you know what's working and what isn't.

6. Video for Every Marketing Strategy

65% of viewers watch more than ¾ of a video (Brainshark), which is more than we can say about text-based content. The Nielson Norman Group states:

“On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.”

If you have a message to get across, a video ensures that the majority of your content is consumed by the customers.

7. Better Email and Ad Click-Throughs

You slaved over that email copy for days and it contains important information for your prospective clients, but does it resonate? Will it drive results? Will recipients even read it?

Enter video.

The use of video in emails has been shown to double click-through rates. Want more effective emails? Use a video.

Conclusion

Video drives results. It informs, provides more engaging content for consumers, boosts your SEO, and provides an effective way to communicate marketing messages. Try using a video in your next endeavor and see what a difference it will make.

For more information on what types of videos to use that promote your business, check out this ARTICLE on the types of video you can use to grow your business.

Need help planning for your next video idea? SCHEDULE an appointment with BW Productions. Our team is excellent at collaborating a creative content strategy designed to drive your business to success.

Edited by Stewart Bounds

UWIPP

Utah Women in Production and Photography was founded by women for women. Their mission is to advocate for women in their respective industries. Women provide unique perspectives, skills and insight, making impactful decisions on set. BW Productions is proud to represent a dedicated group that advocates for and collaborates with women.