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.


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Email Strategy

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Frequently Asked Questions

What is video marketing?

Video marketing is using video to market your product, increase engagement, and reach an audience more amenable to video than to text.

Video can foster an intimate bond between product and consumer in a way that text can’t, especially if businesses use people in their videos.

What are some types of video marketing?

There are many types of video marketing, such as:

  • Video banner ads appear as advertisements on a landing page or website.
  • Pre-, mid-, or post-roll video advertisements play before, during, or after an online video or a video posted on social media.
  • TV video ads air as traditional commercials on linear TV outlets or streaming services.
  • Live video includes real-time streaming of an event, conversation, or product launch.
  • Sponsored video is easily recognized by that telltale disclaimer, “This video is brought to you by …” This category also covers explainer videos about companies and their products.
  • Sponsored product placement is a self-referential form of video marketing that places a company’s brand or product within another type of video.

Why is video marketing important?

Video marketing is important because it is an emotionally engaging and multi-sensory experience. And emotion is key to successful advertising.

The length of time someone spends looking at a post as they scroll through social media is the same amount of time it takes to snap your fingers. The motion in video naturally captures short attention spans and makes people pause. They remember more of the content seen in videos than the content they only read or hear.

How do you use video marketing for SEO?

Search engine optimization (SEO) focuses primarily on written copy, but that doesn’t mean video isn’t helpful for your search ranking.

There is an undeniable correlation between video views and searches: A person who watches your video is more likely to search for your brand online. It’s a natural progression. A viral video ad — even though it is a broad, upper-funnel awareness asset — can create massive search spikes that boost your credibility and drive increased search volume.

What are the benefits of video marketing?

One major benefit of video marketing is that for consumers, video marketing is an emotionally engaging way to connect with a brand. If you were asked to think about your favorite video ad, you would immediately have content that comes to mind. But if you were asked to think about your favorite paid search ad, you probably wouldn’t have the same reaction.