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What Is Video Marketing?

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 the rise 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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Frequently Asked Questions

  • +What is a video marketing?
    Video marketing describes the use of video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, programmatic advertising, and more.
  • +What is the benefit of video marketing?
    According to Animoto, a whopping 90% of customers say that product video helps them make buying decisions, says Forbes, and 64% say that watching a video makes them more likely to buy. Plus, according to HubSpot, 97% of marketers say that video has helped increase user understanding of their product or service.
  • +How is video marketing used?
    Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.