The importance of video in content marketing

video content marketingDiscover the reasons to include video in your content marketing plans  

“Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.”

Some compelling stats from Hubspot. 

It seems that whatever your business question, it doesn’t matter if you’re a sole-trader or working for a blue chip, video is likely to be a pretty good answer.

Whether you’re aiming to boost brand awareness, start a conversation on social or showcase a new product, video content is a big deal for marketers. 

According to Hubspot, the most common types of video are explainers, product demos, how-tos and testimonials. They’ve produced The Ultimate Guide to Video Marketing – essential reading, when you have the time – but here’s a super-quick summary of just one of the sections.  

12 types of marketing videos 

  • Demo videos show how products work 
  • Brand videos build awareness 
  • Event videos document, well, events 
  • Expert interviews share thought leaders’ voices 
  • Educational videos inspire users 
  • Explainer videos show how problems can be solved
  • Animated videos explain hard-to-grasp concepts
  • Case study videos showcase customer testimonials 
  • Live videos encourage viewer engagement  
  • 360° & virtual reality videos offer immersive experiences 
  • Augmented reality videos enhance real-life with a digital layer
  • Personalized messages help build relationships

Why marketers must include video

With its appealing combination of interactive elements – including visuals, audio, graphics and animation – it’s hardly surprising that video content is so compelling. 

And the great news? 

Unless you have a hefty budget – and, perhaps, even then – there’s no need to worry too much about production values. 

An engaging story told in a relatable way. 

A clear message that makes viewers’ lives easier. 

Simple video content has an authentic feel and that’s what matters to viewers. 

Need convincing? 

There are a mind-blowing 300+ video marketing stats here:

300+ Video Marketing Statistics (2020)

Lemon Light – an on-demand video production company – have curated a super-comprehensive list too with 67 video marketing stats

Helpfully, they’ve broken down the stats into categories:

  • Video marketing for attracting customers and driving purchases
  • Channels for distributing video content
  • Video marketing industry trends
  • Consumer preferences for video content
  • Reasons people are putting off video content

But these are the 5 stats that really stood out for us.

5 reasons to include video content in marketing campaigns

  • Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
  • Viewers claim they retain 95% of a message when obtained via video. (Social Media Week)
  • 96% of people say they’ve watched an explainer video to learn more about a product or service. (Wyzowl)
  • 92% of mobile users report sharing videos with others. (Social Media Week)
  • Video is Twitter’s fastest-growing advertising tool and tweets with video attract 10x more engagements than Tweets without video. (Twitter)

So, what are you waiting for?

Good luck!