The Rise Of Video Marketing

Written by Kara Burns

Video marketing has been around for decades. Recently, however, it has become one of the most influential digital marketing tactics. Why? Because video has the power to connect consumers and brands around the world — transforming attention into powerful engagement.

Read on to learn how integrating video into your marketing strategy can help catapult your company towards achieving its unique business goals.

According to this Huffington Post article,

"By 2017, 74% of all Internet traffic will be video."

Additionally, by merely adding in the word "video" to your marketing emails, the article says your open rate may increase by 19% — click-through-rate may increase by as much as 65%. And on social media, video content receives far more engagement than non-video content. It's hard to argue with those numbers.

To help you figure out if video marketing is right for your company, we've outlined four of the top reasons to consider adding video to your marketing strategy:

Facebook is investing in video — you should be, too

Within a seven-month period in 2015, Facebook announced that its daily video viewership had doubled from four billion to eight billion views per day. That's a massive jump! This alone demonstrates video's potential for companies looking to engage and connect with their target audience.

Furthermore, Facebook is continually coming up with new, innovative ideas on how to best incorporate video into their platform for optimal user experience. One of the social media giant's most recent innovations was picture-in-picture viewing, which launched last year. This new feature made it possible for users to view video directly within their News Feed.

Video marketing can help boost your SEO

One study found that a web page containing a video is 53x more likely to rank higher on Google than a page that doesn't contain a video. Reason being, it's widely believed that search engines view video content as highly relevant. Here are just a few of the many benefits of adding video to your website:

  • Nearly double the time spent on a page
  • 3x more natural inbound links
  • 200% - 300% more unique monthly site visits
  • 41% higher Click-Through Rates (CTRs) from organic search


Video builds trust and credibility more efficiently

Seeing a person's face while simultaneously hearing their voice adds an element of trustworthiness and reliability that only video can achieve. By incorporating video into your marketing strategy, you can start to build additional credibility among your customers and target audience.

Video can help you build trust by:

  • Reinforcing your message through eye contact and body language
  • Giving your brand a more human appeal, making it more relatable

Connect with decision makers

Think online video is strictly for teens and social media power users? Think again! According to HubSpot, 54% of senior executives share work-related videos with their colleagues at least weekly. Additionally, 59% of senior executives agree that — given the choice between video and text content — they prefer video. Clearly, video can help you make inroads with decision-makers.

Not sure what type of video to create for your business? No worries! Below are a few examples to help get your creative juices flowing:

  • An overview of your company — what makes you unique?
  • Explainer videos (great for technical topics)
  • Visualizations of your products / services
  • Educational tutorials / training materials
  • Client / employee spotlights
  • Company / industry news
  • Reviews / testimonials