Why video marketing is as popular (and necessary) as ever! (2023)

“Online video is the Swiss army knife of internet marketing. It can really be used throughout the entire customer lifecycle, whether it's customer service, marketing or even recruiting.” 🇧🇷Mark Robertson, Video Marketing Pioneer

video marketingYou are using video to market something, whether that could be your brand, your products, your branded events, services, or something else entirely. Video marketing can involve a wide variety of video types, styles and lengths. It can be implemented in virtually any branding channel and is used by public relations professionals, advertising agencies and other communication professionals.

As you can imagine, brands can leverage video marketing in many ways. You can embed on your social media platforms to share engaging content, embed on your website, add email newsletters and much more. These videos can feature anything from brand history, highlighting events, to educational videos that teach customers more about your products or services.

Because video marketing can accomplish so many different things, each video must be considered individually to determine your goals. Deciding on the quality and length of a marketing video piece will depend on the platform and purpose of the video. Video is no longer just a part of your overall marketing plan, but can be critical to your outreach and campaign efforts. Especially when it comes to your social strategy.

(Video) Why Video Marketing Is Important?

Consider these statistics fromThe State of Video Marketing 2021o Wyzowl:

  • 86% of businesses use video as a marketing tool.
  • 93% of marketers who use video say it's an important part of their businessmarketing strategy.
  • The number of businesses using video as a marketing tool has increased by 41% since 2016.

What are the different types of video marketing?

There are so many variations on video marketing that the options seem endless. For most videos, the simpler and rawer they are, the more authentic and real the content feels. And that's what really matters to your audience. Listed below are my top ten types of video marketing every business or brand should at least consider. I also linked to companies that are doing well in each video category. As you go through the list, consider whether any of them can help your business or brand.

  • Brand Videos: Thisstarbucks brand videoaims to teach its customers about fine coffees and smell the dark roasted coffee.
  • Demo Videos: Peloton is an online fitness company that invites people to join live indoor cycling classes in their own homes.This ad does a great job.of not only explaining it, but also showing potential clients what it's really like to take a class.
  • Event videos: "In Pursuit of Greatness" was the first Wimbledon video campaign to comprise 28 videos in one series. Its cinematic look andemotional narrativereflect the unique characteristics and history of the brand.
  • Testimonial videos: Customers are more likely to trust testimonials that talk specifically about how a product has changed the way you do business, and one of HubSpot's testimonial videos,with the story of Endless Entertainment, he does it very well.
  • Q&A Videos – Q&A videos are helpful when you want to answercommon questions your audience may haveabout a particular topic. They help you build trust with your audience and drive more online traffic.
  • Live Streaming Video: If the world of social media has taught us anything, it's that people LOVE sharing experiences. The number ofcompanies and brands using live streamingto support your marketing efforts and connect with your audience is seeing a huge increase.
  • Instructional (educational) videos: These are an especially compelling way to learn how to do something online. throwmakes things easierbecause the video shows exactly how to do it.
  • Webinar videos: Webinars are agreat way to interact with your audiencethrough a live channel where you can really interact with your visitors and participants. Live interactions such as Q&A and live chat create the feeling of being present with the host.
  • Vlogger Videos: Simply put, a vlog is a video blog.You can vlog about anything.🇧🇷 If it's related to your brand and your customers want to see it, you can probably put it in a video vlog format to interact with them.
  • Podcast Videos: Video podcasting can be anatural next step for your brandif you want to take your podcast to the next level. Leveraging an audience that already trusts and engages with you is a strategic way to provide a new way to hear (and see) your message.

Here are some of the top places audiences watch video content:

Why video marketing is as popular (and necessary) as ever! (1)*fonte: Wyzowl

(Video) Video marketing explained from start to finish

How Video Content Became a Key SEO Strategy for Businesses

There are reasons why Google's algorithm favors video content and that's because it knows that's what visitors are looking for. According to market studies,96% of consumerswatched an explainer video specifically to learn about a product or service. In 2020, 86% of consumers surveyed wanted brands to produce more video content.

These statistics show that video continues to become more popular with consumers. Not surprisingly, Google has jumped on the video trend and is now heavily promoting video content in search results, so video SEO can help you expand your market presence.

Embracing video content will not only benefit your website, but it will also expand your overall digital marketing presence. For example, when you produce video content for your website, provide your audience with a direct link to your YouTube account, webinar content, or social media platforms (depending on where you host the video). As more consumers visit these pages, search engines recognize that they are popular and boost them accordingly. That's how video SEO can help you attract more customers from all your platforms.

What makes a good video marketing campaign?

Most marketers agree that in order to be successful, a video marketing campaign must provide its audience with some form of value or benefit. And it needs to connect on a level that impresses the viewer. What are some of the characteristics that have been noted for making a successful video marketing campaign?

(Video) Why Video Marketing Is So Important?

  • They are concise, usually around 60 seconds to convey a message that will hopefully leave a lasting impression.
  • They need to fit in with your broader strategy, and the content needs to align with your brand tone.
  • They rely on powerful storytelling to create a story that humanizes their brand and highlights the benefits a product or service offers.
  • They are relatable and interesting to the viewer, making them want to share the video with their friends and family.
  • They focus on eliciting emotions, not advertising the product or service itself. If you have a good story to tell, you don't need a hard sell.

Video Marketing and PR

Public relations is about building and maintaining a relationship between a company and the public it is dedicated to serving. Public relations professionals use many tools to ensure the relationship is as strong and meaningful as possible. While there are certainly many tools in the PR specialist's toolbox, the one that is most effective is also the most popular: video content.

Grabbing someone's attention is one of the main goals of public relations professionals. Developing the right message is one thing, but if you want that message to work, someone has to be willing to listen to what you have to say. Fortunately, the video covers that! Despite the fact that people are bombarded with information every day, they are still more willing to watch video content than almost anything else.

Part of what makes video content powerful is the way it taps into emotions, and that's largely due to the fact that people can hear voice tones, see facial expressions, and feel a vibe. Adding the perfect music track can also help a lot from your point of view.

Successful public relations depends on the ability to explain even the most complicated issues and problems in a way that is easy for anyone to understand. This is another area where video content excels. If you really want to make sure someone gets your message in a way that you can control, you'd be hard-pressed to find anything more effective than using video.

(Video) Why Video Marketing is necessary for any business in 2019?

The future of video marketing

When statistics show that video marketing helps a large percentage of consumers with their purchasing decisions, it's no exaggeration to say that video marketing is here to stay and can only become more popular. Sure, the pandemic helped elevate video marketing even further for time-conscious consumers, but it was exploding before then.68% of consumerssay the pandemic has affected the amount of video content they watch online, with the vast majority (96%) saying it has increased.

Some even call video marketing the future of content marketing and I totally agree. Taking all of the above into consideration, I truly believe that video is the future of content marketing. They are loved by audiences and marketers worldwide, offer substantial SEO benefits, are extremely versatile, have great social reach, and help your brand in many ways.

here are someWyzowl's interesting statson ROI regarding video marketing:

  • 86% of video marketers say video has increased traffic to their website.
  • 94% of video marketers say video has helped increase user understanding of their product or service.
  • 78% of video marketers say video directly helped increase sales.
  • 83% of video marketers say video has helped increase the average time their visitors spend on page.
  • 84% of video marketers say video has helped them generate leads.
  • 43% of video marketers say that video has reduced the number of support calls they receive.
  • There has been an almost constant increase in the number of marketers reporting positive ROI from video. In 2015, only a third said they had a good ROI. See where we are in 2021 with 87%!

Why video marketing is as popular (and necessary) as ever! (2)

(Video) 5 Video Marketing Stats You Need to Know to Prepare for 2023

In conclusion, videos should be considered at every stage of the buyer's journey. And the more places you use great videos in your funnel, the easier it will be for those buyers to follow the path to purchase. And videos provide a really fun way to get there for businesses and consumers alike.

For valuable tips on live streaming, online video content creation, storytelling, SEO and many other topics crucial to building your brand and business,check out our resources section here.


1. Video Marketing: Why you need to be using it in 2020
(Wiley Visuals)
2. Top 3 Reasons Why Video Marketing Is Important
(Sharelo - Interactive Videos & Stories)
3. 7 Facts About Why Video Marketing Is Important
(michael bauzon)
4. Importance of Video Marketing
(Easy Marketing )
5. Why Video Marketing is Important - Video 1
6. Why Video Marketing is Important 2022 | Motion Graphics
(First Step Animation)


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