If you think you can ignore video in your overall marketing strategy, think again! Video is an ever-growing trend that is too important to pass by—in fact, it’s the number one content type for two years in a row! Obviously TikTok is all video, all the time, but check out other social media sites—chances are, you’re seeing a lot of video content. Video works—whether it’s paid media, YouTube shorts, or any video that captures your audience’s attention and imagination. And if you’re not incorporating video into your marketing strategy, you’re missing out on the benefits—which can negatively affect your bottom line. Let’s explore how video marketing benefits your brand and strategies that can keep you ahead!  

Video Marketing Benefits

So, how does video marketing benefit your brand? 

• Increases conversion rates on landing pages by 80% and click rates on emails by 300%
• Raises organic traffic to search engine results pages by up to 157%
• Increases viewer understanding of your products and services 

Across the board, studies show that video increases the likelihood purchases while also increasing content sharing, leading to more viewers being introduced to your brand. Now that you know why video is a marketing must, let’s examine different types of videos for businesses.

• Explainer. This type of video is great for brands with a product or service that may be a little more difficult to understand at first glance—or solves a problem that may be complicated. Often animated, these videos give the viewer an overview of the problem and how your brand or service can solve it.   
• Demonstration. Similar to an explainer, but usually not animated, these videos are exactly what they sound like—they have an expert or actor demonstrate how to use your product.
• Review. Customers love to hear from real people. A video review or testimonial from an actual customer can increase trust. Similar to a review, unboxings are also very popular, particularly celebrity unboxings.
• Culture. Want to increase brand loyalty? Give a company culture video a try. These videos spotlight your company’s brand voice and values, often highlighting the lives of their employees and how your company engages with the community and/or philanthropy. Similar to this is the behind-the-scenes video—where you take your viewer to places they wouldn’t normally see—inside your factory or distribution center. 
• Series. Who doesn’t know who Flo is? Or the Geico Gecko? Some companies have been incredibly successful with creating an ongoing story built around a character that comes to symbolize their brand. Alternately, the story may not be built around just a recurring character, but around a developing storyline.
• Story. You don’t need a whole series to tell a story—you can do it in one video. Tell a story that incorporates your brand or product that has a compelling beginning, middle, and end and has a conflict that engages your viewers’ attention. How does your product or service solve that conflict?  

Wondering what kind of video might be right for your brand and where to go from here? Globe Runner can help!

While video creation has become easier and easier with a multitude of user-friendly options for creation and distribution, bringing in a professional content marketing agency like Globe Runner can give you the boost you need. From content creation to publishing, Globe Runner has in-house experts who can elevate your marketing strategy with videos that increase brand recognition and create a relationship with your customers. And Globe Runner can work with you on how to incorporate video into your overall marketing strategy—bringing new life to your email marketing and pay-per-click campaigns. Get in touch today and learn how out team can help you turn video into rocket fuel for your business!  

Frequently Asked Questions (FAQs)

Why is video marketing so effective?

Whether it’s at school, work, or play, consumers expect information, entertainment, and advertising to come in a video format. With videos more easy than ever before to create, more and more people are using them to communicate. Movement catches a viewer’s eye more than just text or images, giving you a better opportunity to engage your audience form the start. And videos humanize your brand, giving consumers a deeper connection to your product—and they’re easily shareable, giving you access to audiences that you didn’t have before without having to do any extra work. Not only that, but recall is much better with video than text or images—viewers are far more likely to remember a video they’ve seen than something they’ve read.  

What is a video marketing strategy?

Whether you’re a large brand looking to lift up a particular product or a start-up just beginning your small business video marketing plan, having a strategy is key to success. It’s easy to forget that every part of your marketing needs a strategy and a plan. Globe Runner has content marketing experts who can help you create and adjust your video marketing strategy by establishing smart objectives, setting goals, analyzing competitors, finding the right audience and platforms, and measuring results.    

Why is video marketing important?

Consumers love video—they’re accustomed to it, and it captures their attention more than words or images. And that was before the pandemic. During the pandemic, online media consumption grew in the United States by 215%. And the trend continues. Consumers are spending about 19 hours a week watching videos online. The use of video in marketing is a necessity to build brand awareness and find and grow your customer base.    

What makes a video successful?

Obviously, your videos should be well-produced, with excellent lighting and sound. But what makes your video really stand out? A connection with the audience. Viewers love real stories from real people. Live videos get a lot of attention, but even when you’re not livestreaming, you can keep your videos natural. Keep it in your brand voice and tell a story that has a beginning, middle, and end—and remember, good stories have conflict, and the best conflict is the problem that your product or service solves. And never forget that emotion can be a great motivator.