As a business owner, you’re probably aware of the importance of content marketing in growing your brand.
While written content in the form of blogs, ebooks, and manuals is effective for certain occasions, visual content is more effective for engaging online audiences.
And among visual content, videos stand out. The importance of marketing with video content is undeniable as it allows you to improve your brand visibility online and explain complex issues to customers in a simple manner.
The growing popularity of platforms such as TikTok shows just how important video content is. In fact, 88% of consumers expect brands to use more video content in their marketing, so you’ll miss out on a lot of sales if you’re not using video.
In this article, we will look at the importance of marketing with video content and share a few ideas to help you get started with video content marketing.
Let’s dive in.
Video marketing is a form of marketing where brands create videos to enhance their online presence. The videos are usually hosted on their websites or published on social media channels such as YouTube, Facebook, TikTok, and Instagram.
The videos take different formats such as live videos, animated videos, webinars, and screen recordings. The previously cited survey by Wyzowl found that the most popular types of videos by marketers are:
The importance of marketing with video content can be seen in the way brands use it to engage their audiences in an affordable manner and manage their finances. Internet users have short attention spans and expect brands to use content mediums that deliver messages quickly.
Of all the content formats available to brands, none delivers information more quickly than video. Brands can use short videos to explain complex information to their customers quickly.
Video content is also easily shareable, thus presenting brands with a powerful way to spread their message in a manner that’s easily accessible to large audiences.
Another great thing about video content marketing is that it’s becoming increasingly easier to create video content. There are many video editing software marketers can use to edit videos as per their marketing efforts.
Most of these tools are easy to use and you don’t need advanced design skills to create powerful videos for your marketing campaigns.
With all these advantages, it’s easy to see why marketers prefer video to other content formats. In a recent survey by Vidyard, 82% of marketers said that video has become more important for their organizations.
If these many marketers can see the importance of video content, then it must be quite powerful as a marketing tool.
Let’s take a look at the importance of marketing with video content and why you need to get started with it right away.
When you launch a new product or service, there’s no better way to educate your customers about it than through an explainer video.
There are other channels you can use to explain your product like a product manual or writing an informative blog post about it, but customers want to learn about your product through video.
In fact, the Wyzowl study mentioned that 73% of customers prefer to watch a short video to learn about a product. This is in comparison to 11% who would rather read a text-based post, 4% who would rather view an infographic, and 3% who would rather download an ebook.
As you can see, nothing gets close to video when it comes to customers’ preference to learn about a product. And since customers only buy a product after understanding how it will help them, it’s advisable to add video to your social media marketing strategy.
Apple is one of the brands that understands the importance of marketing with video content. Note how the YouTube video by Apple below explains the iPhone’s features.
At 1 minute and 40 seconds, the video is very short and demonstrates how you can use video to explain important product features quickly.
The other reason why marketing with video content is important is that it helps brands boost their credibility. Whether you’re a small business or an established brand, credibility is one of the crucial elements for growth.
Without it, you will struggle to convince customers to buy from your brand.
A great way to demonstrate your credibility is by sharing the testimonials of real customers who have purchased your products or services.
Video testimonials allow you to capture the joy and sheer delight of customers who are happy with the products they bought from your brand.
TikTok Influencers create short videos and promote brands in their posts. It helps them to promote their clients products. Marketers can find TikTok influencers to boost their brand awareness and boost their sales.
Additionally, they give you social proof, which can make a huge impact on the buying decisions of others. When customers see someone they know or someone with similar needs recommend a product, they are more likely to buy that product.
By sharing the video testimonials of happy customers on your website or using the Google review widget on your website, you can establish yourself as a credible brand that new customers can trust. This will draw more people to your brand and help you generate greater sales.
Slack has been using this strategy to win over customers and establish itself as the go-to corporate communication tool. In the YouTube video below, Slack shares how Sandwich Video team members use the tool to collaborate and coordinate their projects.
Another reason to use video content for marketing is that people simply love video. Modern consumers don’t want to spend a lot of time and effort consuming information.
They’re too busy with other things in their life and don’t have the time to read long posts like this one on lead generation software. Instead, they’d be happy with a video on the same topic that can explain all the information in a few minutes. That’s why a great idea would be to repurpose the blog post into a video as well. This can help you make the best of both worlds.
There are many stats to illustrate just how much people love video:
As you can see, people can’t get enough of video and you risk missing out on the most popular way people consume content if you’re not creating video content. You use the right online video maker software to create quality videos for your marketing needs.
Another reason why marketing with video content is important is because it improves your search performance. Creating YouTube videos that target the common search terms in your niche is a great way to move up the search rankings.
This is because Google ranks videos in the SERPs and you can also show up for the video search page. For example, the search term “How to edit videos” shows several videos below the top-ranking post on the search results.
In this case, the top-ranking video is a YouTube video by Justin Brown. In the video, Justin guides viewers on how to edit and enhance a video using different software.
Besides improving your visibility on Google, the other importance of marketing with video content is that it increases the time visitors spend on your website. That’s because people will spend time watching videos you create.
And guess what?
Dwell time is a key ranking factor on Google, so it’s a win-win.
In its blog on "How to Start a Garden in 8 Simple Steps" Growing In The Garden has embedded a YouTube video. The 8-minute video summarizes the post and increases the time visitors spend on the site.
Did you know that users are more likely to watch videos on their mobile phones than on desktops?
Well, in 2021 there were 2.33 billion mobile device video viewers and the number has been rising steadily.
This statistic demonstrates the importance of marketing with video content to impress mobile users. And as internet penetration continues to grow, there will be more demand for entertaining video content.
Brands can appeal to mobile users by creating short-form video content like Instagram Reels, TikTok videos, and Facebook Stories that users can consume on the go.
The other importance of marketing with video content that I would like to highlight in this post is social sharing. Brands that want to go viral online should prioritize video content since users are 2X more likely to share video content than any other type of content as per the Wyzowl study cited earlier.
Brands are now creating shoppable videos and sharing them in live video shopping events to sell their products and services by social sharing of videos.
Social sharing will improve your visibility online and drive more traffic to your website. This will help make more people aware of your brand and generate greater sales through strategic product promotion.
When used correctly, video is an effective medium that allows brands to communicate with their customers in a way that’s not possible with other content formats.
I hope you now understand the importance of marketing with video content and are ready to use it in your next campaigns.
Author Bio - Gaurav Sharma
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.
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