Video Marketing is Crucial to Your Business

A quick scroll through your social media feeds, especially Facebook, will show the many different ways video marketing is being used.

Videos can increase the likelihood of an offline purchase by as much as 64%, and one study showed that just over half of marketers believe videos have a higher return on investment than any other media.

Video Marketing Growth for 2018

According to YouAppi’s Second Annual CMO Mobile Marketing Guide Survey, 85% of Marketers Plan to Increase Investment in Video in 2018, up from 75%.

  • Increases across all 5 channels are up in 2018;
  • Over 75% of respondents said video was very or critically important to the customer journey;
  • Video priorities have changed from 2017 to 2018; There are two top concerns for video advertising;
  • Reengagement difficulties doubled year-over-year; and
  • Some cutting edge technologies may be priorities over others.

Branded videos are engaging and informative, and can do wonders for your business. If executed correctly, videos can dramatically enhance your digital marketing strategy.

With a bit of clever video magic, you can stand out from the influx of videos published every day.

Still, it’s a particularly challenging medium because viewers have little freedom in terms of how they consume it.

Unlike content, there’s no real way to skim it — jumping forward causes the viewer to feel like they’ve missed something important, yet watching a video in its entirety just to get to the useful bit feels like an awful waste of time.

Video Marketing Best Practices

Although video is a different medium, you should still follow content marketing best practices:

  • Grab their attention immediately! Do not make the mistake many videographers do of having a long, drawn-out introduction on your videos.
  • Don’t manipulate your audience. You never want your customers to feel tricked or misled when viewing your videos.
  • Provide highly useful information. When they understand that your video content is useful, this creates trust between you and your visitors. One bad video could deter them from ever watching another video from you again.
  • Tell a story. Viewers expect to follow a narrative when consuming video content.
  • Keep it simple. Your video shouldn’t feel like a research paper or operations manual. The who, what, where, why and when of a video should become clear early on.


Google published a report that showed 70% of teen consumers trust YouTube bloggers over traditional celebrities — a trend expected to gain momentum.

Customer Service and Explainer Videos

Brands have ample opportunity to use customer service and explainer videos to their advantage. In fact, this is an untapped area of potential for many businesses, especially those in the tech industry.

Think about all the instances you’ve had to Google how to operate a certain product. Let’s say you’re trying to figure out how to work an Apple TV.

You’d search for the phrase “how to turn on an Apple TV” and would see several videos appear in search results — mostly from YouTubers and tech aficionados. These videos have huge branding potential.

Not only would you be able to provide your customers and potential leads with valuable, straight-from-the-source information, but you’d be able to promote other products or services, too.

Here are some tips for using explainer videos in your video marketing strategy:

  • Start by repurposing some of your most frequently asked questions as explainer videos.
  • Don’t be afraid to show your staff and let them have fun with it. A little humility goes a long way. You may not realize it, but seeing brand representatives fix common issues helps humanize the brand.
  • Write a rough script that each of your explainer videos will follow. This creates a cohesive string of branded videos that your customers will come to learn, and this format will eventually become synonymous with your marketing videos.
  • If possible, keep recurring actors or pinpoint video hosts. This helps increase recognition and build loyalty.

Where to Share Your Videos

It isn’t enough to just have your videos on YouTube or your own site. Know what platforms to share your videos on natively, as well.

LinkedIn recently rolled out native video, but this doesn’t mean you should post any type of content onto its platform.

The key is to be engaging. Hook them during the first 10 seconds, and maintain the momentum throughout the video.