Using video for marketing means incorporating a video format into your marketing strategy to promote a brand, product, service, or message. Video marketing educates your audience effectively and helps increase engagement on social and digital channels.
How Video Marketing Works
The “how” of using video for marketing is pretty straightforward. Your marketing people create videos that either directly or indirectly promote your company and brand, drive sales, raise awareness of your business’s products and services, or engage current and potential customers.
Video marketing is a data-driven discipline, so your marketing department must track customer engagement and monitor various related metrics.
In general, video marketing is but one component of an overall marketing strategy or campaign. However, it so happens that video marketing’s role is considerably more significant today, thanks to the Internet and social media.
The Importance of Video Marketing Today
Video marketing began gaining traction in 2005, thanks to the advent of YouTube. However, things took off after Google bought YouTube in 2006, and the platform boasted seven different ad formats by the end of 2009.
The rise of smartphone technology added more fuel to the fire, making it more convenient and easier to watch videos on mobile phones. This practice increased dramatically in the wake of the pandemic, which drove media consumption by 215 percent in the United States alone.
But the most significant factor that speaks thr ise of use of videos for marketing is how increasingly easy it is to create quality videos. This development makes it easier for marketers to incorporate videos into their marketing strategies, so if your business is not keeping pace with the new trend, it risks being left in the dust and becoming irrelevant.
Video marketing is a great equalizer, enabling small-to-medium-sized businesses to compete against larger organizations effectively. The right video marketing campaign can level the playing field because a good, eye-catching, memorable video is compelling regardless of the size of the business that released it.
