Video continues to offer a great return on investment for companies that want a proven way to reach current customers and attract new ones.

Video used to be considered a nice-to-have, but now it’s a crucial part of any smart marketing campaign. Text and images are important too, but nowadays people are turning to videos online for everything from taking a class to learning about a new product. Video marketing taps into this large and growing number of people.

According to Statisca, a whopping 239 million people in the United States watched videos online in 2020. People watch videos for various reasons, but mostly for entertainment. Platforms like YouTube also serve as social sites where people can comment, like, and share videos, and interact with others.

Modern marketing companies pay more attention to using video, social media, email and websites to promote a brand and its products and services. By working more video into the mix, especially short form video, companies can make their marketing campaigns much more compelling.

The Benefits of Video Marketing

Businesses realize video marketing benefits in a number of ways. Some of the most impactful include the following.

Increased Engagement

Video content is highly engaging and can capture the attention of viewers more effectively than text or images. Videos allow for visual storytelling, which can create emotional connections and keep viewers engaged for longer periods of time. This increased engagement can lead to higher brand recall, increased website traffic, and improved conversion rates.

Video Builds Brand

Video marketing is a powerful tool for building a strong brand identity. Research shows that shorter videos work best in both attention and building a brand, especially when posted on social media. This can especially prove useful for small to midsize companies who want to grow their brand identity on the level playing field provided by digital tools.

Improved Customer Communication

Videos provide businesses with an opportunity to directly communicate with customers in a way people will find more personal and authentic. Through videos, businesses convey brand personality, values and messages, building trust and fostering customer loyalty. Videos also address customer inquiries, provide product demonstrations and share product updates, strengthening the bond between businesses and their customers.

Video Improves Conversions

Placing video on a landing page increases conversions by 80 percent, according to HubSpot. Precision Marketing Group reports that placing a video in an email leads to as much as a 200 percent to 300 percent increase in click through rates.

Video Can Improve SEO

Video content can help improve a business’s search engine rankings. Search engines such as Google may prioritize video content in search results, giving businesses an opportunity to increase online visibility. Optimizing video content with relevant keywords and meta tags can help businesses improve SEO efforts and drive more organic traffic to their website.

These are a handful of ways that businesses can benefit from video marketing. It’s an important tool in the digital marketing toolbox, and one that continues to drive better results for the companies that put it to use.