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Video Marketing
Marketing Strategy
Digital Marketing
Content Marketing
Video Production
ARTICLE #108
Table of contents
The rise of video marketing: Why does your brand need it?
Video Marketing
Marketing Strategy
Digital Marketing
Content Marketing
Video Production
Video Marketing
Marketing Strategy
Digital Marketing
Content Marketing
Video Production
Written by:
6 min read
Updated on: September 03, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
If you haven’t hopped on the video bandwagon yet, you’re leaving a massive slice of online attention on the table. Video now makes up around 80% of all internet traffic, which explains why 91% of businesses see it as essential to their digital marketing strategy. And the best part? Filming doesn’t need a fancy camera crew anymore—today’s smartphones can capture high-quality footage with ease.
Still, you’ll need more than a decent phone if you want your videos to resonate. Without a solid plan, suitable gear, and good editing software, your new “video marketing” push could end up as forgettable as a last-minute slideshow. But for those who get it right, the payoff can be enormous—think more leads, better conversions, and customers who actually understand what you do.
If you haven’t hopped on the video bandwagon yet, you’re leaving a massive slice of online attention on the table. Video now makes up around 80% of all internet traffic, which explains why 91% of businesses see it as essential to their digital marketing strategy. And the best part? Filming doesn’t need a fancy camera crew anymore—today’s smartphones can capture high-quality footage with ease.
Still, you’ll need more than a decent phone if you want your videos to resonate. Without a solid plan, suitable gear, and good editing software, your new “video marketing” push could end up as forgettable as a last-minute slideshow. But for those who get it right, the payoff can be enormous—think more leads, better conversions, and customers who actually understand what you do.
Why does your brand need video marketing?
Why does your brand need video marketing?
Video content isn’t just another shiny marketing toy. It’s a versatile format that can help you stand out from the pack. Scroll on to learn the benefits—from better Google rankings to boosting conversions and bridging that trust gap with your audience.
Competition is heating up
Brands and influencers are all wrestling for online attention. Video happens to be a favourite among countless forms of content—some studies show people spend up to 17 hours a week watching clips on the web. Maybe you’ve been part of that statistic, sneaking in a product demo at lunchtime when you’re meant to be checking spreadsheets.
Google's algorithm is partial to video
If you want better search rankings, weaving video content into your site can help. 53% of pages with embedded videos tend to hold visitors’ attention longer—an important ranking factor. While thorough articles still have their place, a video can engage viewers in a way that walls of text can’t.
Effortless sharing across platforms
Video remains one of the most share-worthy content types on social media. YouTube and TikTok are the obvious heavyweights, but Instagram and Facebook have put the spotlight on short clips too. Even Pinterest racks up more than a billion video views every day, and LinkedIn is quickly gaining ground with video-driven campaigns.
Improves SEO performance
Around 31% of marketers use video specifically to boost SEO. That’s because search engines consider video a valuable addition to page content, often rewarding sites that feature it. In fact, a single clip can deliver more than a 157%.increase in organic traffic from search engines—an appealing figure if your SEO has reached a plateau.
Boosts conversions and sales
60% of marketers swear by video for its knack for generating leads and sales. Roughly 83% say they’ve seen better-quality leads with video, and viewers are more likely to purchase after seeing a product demo than from just reading specs. Think of it as your personal sales pitch—only without the hassle of setting up a live event.
Appeals to mobile audiences
Mobile users devour video content everywhere: on trains, in cafés, and sometimes during Zoom calls (though we’re not pointing fingers). Video consumption on phones is growing every year, which means ignoring mobile-optimised video could cost you a big slice of your audience.
Educates customers and builds trust
Plenty of people learn better from visuals than text. Statistics show that 25.8% of users want step-by-step tutorials and another 26% look for educational material. Offering how-to demos or product guides can position your brand as a knowledgeable ally, rather than just another seller.
Improves email click-through rates
Email is far from dead. In fact, including a video link or preview in your email campaigns can boost click-through rates by 200–300%. It’s a more engaging way to get your message across, providing relief from yet another block of text that most people might otherwise skim.
Strengthens social media presence
Short, memorable videos can become magnets for likes, shares, and comments. According to LinkedIn videos, they are shared 20 times more than text and images. If your brand is looking to expand its online footprint, well-edited clips might be your new best friend.
Supports retargeting campaigns
Sometimes retargeting ads feel like that friend who just won’t take a hint—but add a video, and the engagement rates can actually soar. Business Insider notes a 1.84%, average click-through rate for video ads, which is higher than most other digital formats. Not too shabby, especially if your static banners are just gathering digital dust. It’s a solid option if you want to remind visitors about the items they checked out but never purchased.
Provides measurable marketing results
Video analytics let you see not just view counts, but also watch times, audience drop-off, and click-through rates. About 86% of companies rely on these data points to refine future campaigns. You can even track direct conversions—such as newsletter sign-ups or product purchases—tied to specific videos.
Video content isn’t just another shiny marketing toy. It’s a versatile format that can help you stand out from the pack. Scroll on to learn the benefits—from better Google rankings to boosting conversions and bridging that trust gap with your audience.
Competition is heating up
Brands and influencers are all wrestling for online attention. Video happens to be a favourite among countless forms of content—some studies show people spend up to 17 hours a week watching clips on the web. Maybe you’ve been part of that statistic, sneaking in a product demo at lunchtime when you’re meant to be checking spreadsheets.
Google's algorithm is partial to video
If you want better search rankings, weaving video content into your site can help. 53% of pages with embedded videos tend to hold visitors’ attention longer—an important ranking factor. While thorough articles still have their place, a video can engage viewers in a way that walls of text can’t.
Effortless sharing across platforms
Video remains one of the most share-worthy content types on social media. YouTube and TikTok are the obvious heavyweights, but Instagram and Facebook have put the spotlight on short clips too. Even Pinterest racks up more than a billion video views every day, and LinkedIn is quickly gaining ground with video-driven campaigns.
Improves SEO performance
Around 31% of marketers use video specifically to boost SEO. That’s because search engines consider video a valuable addition to page content, often rewarding sites that feature it. In fact, a single clip can deliver more than a 157%.increase in organic traffic from search engines—an appealing figure if your SEO has reached a plateau.
Boosts conversions and sales
60% of marketers swear by video for its knack for generating leads and sales. Roughly 83% say they’ve seen better-quality leads with video, and viewers are more likely to purchase after seeing a product demo than from just reading specs. Think of it as your personal sales pitch—only without the hassle of setting up a live event.
Appeals to mobile audiences
Mobile users devour video content everywhere: on trains, in cafés, and sometimes during Zoom calls (though we’re not pointing fingers). Video consumption on phones is growing every year, which means ignoring mobile-optimised video could cost you a big slice of your audience.
Educates customers and builds trust
Plenty of people learn better from visuals than text. Statistics show that 25.8% of users want step-by-step tutorials and another 26% look for educational material. Offering how-to demos or product guides can position your brand as a knowledgeable ally, rather than just another seller.
Improves email click-through rates
Email is far from dead. In fact, including a video link or preview in your email campaigns can boost click-through rates by 200–300%. It’s a more engaging way to get your message across, providing relief from yet another block of text that most people might otherwise skim.
Strengthens social media presence
Short, memorable videos can become magnets for likes, shares, and comments. According to LinkedIn videos, they are shared 20 times more than text and images. If your brand is looking to expand its online footprint, well-edited clips might be your new best friend.
Supports retargeting campaigns
Sometimes retargeting ads feel like that friend who just won’t take a hint—but add a video, and the engagement rates can actually soar. Business Insider notes a 1.84%, average click-through rate for video ads, which is higher than most other digital formats. Not too shabby, especially if your static banners are just gathering digital dust. It’s a solid option if you want to remind visitors about the items they checked out but never purchased.
Provides measurable marketing results
Video analytics let you see not just view counts, but also watch times, audience drop-off, and click-through rates. About 86% of companies rely on these data points to refine future campaigns. You can even track direct conversions—such as newsletter sign-ups or product purchases—tied to specific videos.
What are the types of video marketing?
Video marketing isn’t a one-size-fits-all situation. Shooting random content without a plan can be a surefire way to burn through time and budget. Before you press “record,” think carefully about your core objective: are you aiming for a product demo, a customer testimonial, or a brand story that tugs at heartstrings? Deciding on the right format now makes production—and your results—a whole lot smoother.
1. Product demo and explainer videos
These focus on what your product does and why it’s valuable. Product demos offer a hands-on display of the main features, while explainer videos break down complex ideas using lively visuals and straightforward language.
2. Case study and testimonial content
Hearing straight from customers who’ve benefited from your product or service is often more convincing than anything you can say yourself. Real stories and genuine praise help prospective buyers see the payoff they could expect.
3. Brand stories
This approach highlights your company’s origins, values, and day-to-day purpose. By showing the actual people and motives behind your brand, you build a personal connection that’s tougher to achieve with text alone.
4. How-to videos
Got a product that needs a quick tutorial? A how-to video can walk viewers through set-up, advanced features, or usage hacks. This is perfect if you want to cut down on customer support calls while boosting user confidence.
5. Corporate videos
Want to showcase your organisation’s culture, achievements, or internal processes? A corporate video can reveal the human faces behind your brand, including team interviews, milestone celebrations, or an overview of company operations.
(Other variants include event highlights, live streams, social media shorts, animated explainers, and behind-the-scenes looks.)
Video marketing isn’t a one-size-fits-all situation. Shooting random content without a plan can be a surefire way to burn through time and budget. Before you press “record,” think carefully about your core objective: are you aiming for a product demo, a customer testimonial, or a brand story that tugs at heartstrings? Deciding on the right format now makes production—and your results—a whole lot smoother.
1. Product demo and explainer videos
These focus on what your product does and why it’s valuable. Product demos offer a hands-on display of the main features, while explainer videos break down complex ideas using lively visuals and straightforward language.
2. Case study and testimonial content
Hearing straight from customers who’ve benefited from your product or service is often more convincing than anything you can say yourself. Real stories and genuine praise help prospective buyers see the payoff they could expect.
3. Brand stories
This approach highlights your company’s origins, values, and day-to-day purpose. By showing the actual people and motives behind your brand, you build a personal connection that’s tougher to achieve with text alone.
4. How-to videos
Got a product that needs a quick tutorial? A how-to video can walk viewers through set-up, advanced features, or usage hacks. This is perfect if you want to cut down on customer support calls while boosting user confidence.
5. Corporate videos
Want to showcase your organisation’s culture, achievements, or internal processes? A corporate video can reveal the human faces behind your brand, including team interviews, milestone celebrations, or an overview of company operations.
(Other variants include event highlights, live streams, social media shorts, animated explainers, and behind-the-scenes looks.)
How to develop a video marketing strategy for your brand?
On average, video content is shared 1200% more than images and text posts combined—that figure isn’t just large, it’s a wake-up call. It shows just how powerful this format can be for any business aiming to stand out. But here’s the rub: you can’t simply plop a random video online and expect magic. A well-thought-out strategy is what turns a run-of-the-mill clip into a brand asset people can’t wait to share.
Set clear goals
Ask yourself why you’re making a video in the first place. Do you want more brand awareness? Promote a new product? Increase conversions? A well-defined objective ensures your video content stays on track.
Identify and understand your target audience
Different people gravitate toward different platforms. Some might prefer short, casual clips, while others enjoy in-depth features. Make sure each video you produce speaks to a specific group, addressing their questions and interests.
Collaborate with stakeholders for strategic alignment
Use a quick questionnaire or discussion to gather everyone’s perspectives and confirm the main goal. Are you aiming to launch a product, ramp up awareness, or encourage sign-ups? Once everyone agrees, you’ll have fewer surprises along the way.
Set a detailed timeline and budget
Even a “quick” video takes more effort than meets the eye—think scripting, filming, editing, and a fair few caffeine runs. To avoid any hair-pulling panic at the eleventh hour, carve out a realistic timeline for each stage. Sketch in some contingency time as well, because glitches and reshoots are practically a rite of passage. And remember, a clear budget helps keep you from going broke before you’ve even hit “export.”
Select the platforms for video distribution
YouTube may be the big name in town, but it’s hardly your only option. TikTok, Instagram, Facebook, and LinkedIn each have their own vibe—and their own type of audience. Tailor your videos to suit each platform, whether that means experimenting with vertical formats, snappy intros, or a polished B2B approach. The more flexible you are, the more viewers you’ll potentially reel in.
Make a promotion plan
You can’t simply post a video and hope it spreads by magic. Share it on social media, pair up with influencers, or run paid ads. Collect data on who watches, who shares, and who actually follows through on your call to action. Then tweak as needed.
Find the metrics for success
Whether it’s view count, watch time, conversions, or click-through rates, define the numbers that matter. Keep tabs on them for each campaign so you know what works, what flops, and why you’re seeing certain results.
On average, video content is shared 1200% more than images and text posts combined—that figure isn’t just large, it’s a wake-up call. It shows just how powerful this format can be for any business aiming to stand out. But here’s the rub: you can’t simply plop a random video online and expect magic. A well-thought-out strategy is what turns a run-of-the-mill clip into a brand asset people can’t wait to share.
Set clear goals
Ask yourself why you’re making a video in the first place. Do you want more brand awareness? Promote a new product? Increase conversions? A well-defined objective ensures your video content stays on track.
Identify and understand your target audience
Different people gravitate toward different platforms. Some might prefer short, casual clips, while others enjoy in-depth features. Make sure each video you produce speaks to a specific group, addressing their questions and interests.
Collaborate with stakeholders for strategic alignment
Use a quick questionnaire or discussion to gather everyone’s perspectives and confirm the main goal. Are you aiming to launch a product, ramp up awareness, or encourage sign-ups? Once everyone agrees, you’ll have fewer surprises along the way.
Set a detailed timeline and budget
Even a “quick” video takes more effort than meets the eye—think scripting, filming, editing, and a fair few caffeine runs. To avoid any hair-pulling panic at the eleventh hour, carve out a realistic timeline for each stage. Sketch in some contingency time as well, because glitches and reshoots are practically a rite of passage. And remember, a clear budget helps keep you from going broke before you’ve even hit “export.”
Select the platforms for video distribution
YouTube may be the big name in town, but it’s hardly your only option. TikTok, Instagram, Facebook, and LinkedIn each have their own vibe—and their own type of audience. Tailor your videos to suit each platform, whether that means experimenting with vertical formats, snappy intros, or a polished B2B approach. The more flexible you are, the more viewers you’ll potentially reel in.
Make a promotion plan
You can’t simply post a video and hope it spreads by magic. Share it on social media, pair up with influencers, or run paid ads. Collect data on who watches, who shares, and who actually follows through on your call to action. Then tweak as needed.
Find the metrics for success
Whether it’s view count, watch time, conversions, or click-through rates, define the numbers that matter. Keep tabs on them for each campaign so you know what works, what flops, and why you’re seeing certain results.
Video marketing examples
Video marketing is drawing more eyeballs every single day. In fact, 86% of customers say they’d rather watch videos from brands they care about than wade through pages of text. Below, you’ll find a handful of examples to spark fresh inspiration—whether you want to refine your brand story, spark meaningful engagement, or steer your audience closer to that “buy now” button.
Sephora
Sephora partners with influencers who create quick, fun clips to demonstrate makeup techniques and highlight products. These videos appear on TikTok, Instagram, and other channels. Meanwhile, Sephora’s YouTube channel—boasting over a million subscribers—offers tutorials and product details that reinforce its place as a beauty leader.
Tesco
Tesco’s recent TikTok campaign involved auditioning for a new voice on its self-service checkouts. It was short, witty, and user-driven, showcasing actual audition submissions while introducing the new voice “Izzy.” The light-hearted vibe brought Tesco’s brand closer to a younger, digital-savvy audience.
Google Android
Android’s “Be together. Not the same.” ad used a series of animal interactions to emphasise unity in diversity. The clever concept struck an emotional chord without getting heavy-handed. It also underlined Android’s inclusive philosophy, celebrating the idea that people can come together while still being distinct.
Video marketing is drawing more eyeballs every single day. In fact, 86% of customers say they’d rather watch videos from brands they care about than wade through pages of text. Below, you’ll find a handful of examples to spark fresh inspiration—whether you want to refine your brand story, spark meaningful engagement, or steer your audience closer to that “buy now” button.
Sephora
Sephora partners with influencers who create quick, fun clips to demonstrate makeup techniques and highlight products. These videos appear on TikTok, Instagram, and other channels. Meanwhile, Sephora’s YouTube channel—boasting over a million subscribers—offers tutorials and product details that reinforce its place as a beauty leader.
Tesco
Tesco’s recent TikTok campaign involved auditioning for a new voice on its self-service checkouts. It was short, witty, and user-driven, showcasing actual audition submissions while introducing the new voice “Izzy.” The light-hearted vibe brought Tesco’s brand closer to a younger, digital-savvy audience.
Google Android
Android’s “Be together. Not the same.” ad used a series of animal interactions to emphasise unity in diversity. The clever concept struck an emotional chord without getting heavy-handed. It also underlined Android’s inclusive philosophy, celebrating the idea that people can come together while still being distinct.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is still the top choice, with about 99% of marketers using it. Facebook trails behind at around 70%. In fact, some 84% of businesses rely on Facebook as a primary channel to connect with viewers.
Does video increase SEO?
Yes. Video can draw a larger audience, prompt them to stay on your page longer, and push them to engage—which helps boost search engine rankings. Research indicates that many people are more inclined to purchase after watching a relevant video than if they only skim a text description.
Why is video the future of content marketing?
Video can efficiently convey information, trigger emotion, and enhance brand visibility. It’s also proven to improve site performance and raise conversion rates, giving marketers a powerful medium without burying viewers under pages of copy.
Final Thoughts
Video marketing doesn’t only capture eyeballs—it unites your brand message across every channel. Less time fussing with endless text. Fewer missed chances to connect on a human level. It’s a genuine spark for curiosity, trust, and subtle calls to action. The secret sauce for amplifying your marketing efforts, especially if you’re juggling multiple teams or going fully remote.
And that’s how video can accelerate growth. If your brand’s feeling is overshadowed by static content, it’s time to embrace a video-forward approach that blends creativity with real results. It might be the next step to stand out in a sea of sameness.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is still the top choice, with about 99% of marketers using it. Facebook trails behind at around 70%. In fact, some 84% of businesses rely on Facebook as a primary channel to connect with viewers.
Does video increase SEO?
Yes. Video can draw a larger audience, prompt them to stay on your page longer, and push them to engage—which helps boost search engine rankings. Research indicates that many people are more inclined to purchase after watching a relevant video than if they only skim a text description.
Why is video the future of content marketing?
Video can efficiently convey information, trigger emotion, and enhance brand visibility. It’s also proven to improve site performance and raise conversion rates, giving marketers a powerful medium without burying viewers under pages of copy.
Final Thoughts
Video marketing doesn’t only capture eyeballs—it unites your brand message across every channel. Less time fussing with endless text. Fewer missed chances to connect on a human level. It’s a genuine spark for curiosity, trust, and subtle calls to action. The secret sauce for amplifying your marketing efforts, especially if you’re juggling multiple teams or going fully remote.
And that’s how video can accelerate growth. If your brand’s feeling is overshadowed by static content, it’s time to embrace a video-forward approach that blends creativity with real results. It might be the next step to stand out in a sea of sameness.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is still the top choice, with about 99% of marketers using it. Facebook trails behind at around 70%. In fact, some 84% of businesses rely on Facebook as a primary channel to connect with viewers.
Does video increase SEO?
Yes. Video can draw a larger audience, prompt them to stay on your page longer, and push them to engage—which helps boost search engine rankings. Research indicates that many people are more inclined to purchase after watching a relevant video than if they only skim a text description.
Why is video the future of content marketing?
Video can efficiently convey information, trigger emotion, and enhance brand visibility. It’s also proven to improve site performance and raise conversion rates, giving marketers a powerful medium without burying viewers under pages of copy.
Final Thoughts
Video marketing doesn’t only capture eyeballs—it unites your brand message across every channel. Less time fussing with endless text. Fewer missed chances to connect on a human level. It’s a genuine spark for curiosity, trust, and subtle calls to action. The secret sauce for amplifying your marketing efforts, especially if you’re juggling multiple teams or going fully remote.
And that’s how video can accelerate growth. If your brand’s feeling is overshadowed by static content, it’s time to embrace a video-forward approach that blends creativity with real results. It might be the next step to stand out in a sea of sameness.
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We’re remote-first — with strategic global hubs
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Click to copy
New York, NY
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Click to copy
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Click to copy
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