Why is Video Marketing So Effective?

Read Time: 5 minutes

It doesn’t matter what your industry is—it’s clear that video should play an important role in your marketing strategy. Research confirms that video content drives more audience engagement than many other types of content. By producing and releasing strong videos through your various marketing channels, you’ll reach your audience in a dynamic manner that you might not be able to achieve if you neglected video.

Wondering why video marketing is so effective when compared to other types of content marketing strategies? Consider the following points:

Videos Can Be Purposed in Many Ways

Video content is versatile content.  You can repurpose video content for multiple platforms, including social media, website landing pages, emails, and more.

Additionally, video content can serve many purposes and take many forms. Examples of popular types of content marketing videos your brand might produce include:

  • Explainer videos – to teach viewers about your product or service
  • Tutorials – to show how to use a specific feature of your product
  • Interviews – with customers, industry experts, and internal team members
  • Webinars – longer video content that provides in-depth information and discussions

That’s by no means an exhaustive list. The main point to understand is that video can help you achieve many goals while allowing you to deliver various types of useful content to your audience.

Video Content Marketing Delivers a Strong ROI

When planning a content marketing strategy, you must always consider your budget. One of your top priorities may be to optimize your return on investment (ROI) by minimizing spending without sacrificing profits.

This is another reason why using video marketing as a key component of your overall marketing strategy is a good idea. According to HubSpot, video-related ROI is higher than any other content marketing medium. Not only does video boost leads and conversions, but it also drives an impressive average of 5 times more click-throughs to a website compared to static images.

Video Content Is Engaging – And People Love It

Audiences love video content because video is engaging and fun. It’s no surprise that video content has become the most popular type of content on the web. In fact, 86% of marketers now use video production as part of their marketing strategy.

Studies show that viewers are far more likely to remember information presented in video format versus written format—even up to 95%. This means your video content will reach your audience more effectively and have a better chance of being remembered.

Video Marketing Provides an Ideal Opportunity to Explain Your Product or Service

Many types of marketing content serve the same general purpose: turning audience members into customers. To convince someone to pay for your product or service, you need to demonstrate to them that your product or service offers genuine value.

Video content allows you to achieve this goal far more effectively than many other types of content.  You can use video to explain complex concepts simply and clearly, making it easier for your audience to understand why they need your product. You can even show them how your product or service will improve their lives.

Additionally, describing how to use your product in a way that makes sense to potential customers may be challenging if you rely solely on written language. With video, you can show how to use a product, rather than just explain it.

(Note: This highlights an important point about planning a video marketing strategy. Again, video content delivers a very strong ROI, making it a highly valuable marketing tool. That said, yes, video marketing can be technically more expensive than writing a blog post or social media post.

With this in mind, it’s important to develop a video marketing strategy that involves defining not only what type of videos you’ll produce, but why you will do so. To return to the example above, if you’re marketing a unique product, shooting and editing video ads that demonstrate how to use your product will help you boost sales to customers who might otherwise not understand the value your product can deliver. Always consider both the types of content that will resonate with your target audience and the types of content that will be most likely to translate to measurable outcomes.)

Video Marketing is Possible on Numerous Platforms

You might initially assume that blog posts and similar text-based posts are the easiest to share across a range of online platforms. This is an understandable attitude. Because test-based content is easy to generate, it should also be easy to distribute, right?

Not exactly. First of all, you can share videos on just about all popular social media platforms. You can also share it on your website. Thus, on any platform where you might share text-based content, you can also likely share videos.

That said, it could be argued that video content is also shareable on platforms where text content isn’t. For example, along with posting your videos to social media platforms, you could create a YouTube channel. This gives you the opportunity to reach your target audience with an online video even if they don’t follow you on social media.

Video Content Marketing Allows Your Brand to Forge an Emotional Connection With Your Audience

Your customers are bombarded by marketing content and branded messages almost constantly throughout their daily lives. As such, it can be difficult to establish and maintain brand loyalty.

One way to cultivate a loyal customer base is to find ways to reach your audience on an emotional level when promoting branded content. Video allows you to do so because video contains elements like sound, animation and visuals that evoke strong emotions.

When executed correctly, video content can evoke powerful emotions and make a lasting impression on viewers. This is why video content marketing has become so popular among marketers who want to reach their audiences in a meaningful way.

Video Content is Accessible

Although your video content may contain both spoken and written language at times, often, strong video content communicates primarily via images. This makes it more accessible to audience members who may not share your language. While a blog or other such form of written marketing content may have no impact on them,  video does not require the same level of linguistic understanding.

Video content can also be accessible to audience members who are hard of hearing. If you use video subtitles, your video content will be able to reach a wider range of people than ever before.

All that said, it’s important to experiment when producing and releasing video content. The types of videos that yield results for one brand may not do the same for another. What is undeniable, though, is that video delivers results no other form of content can compete with.

Powtoon Lets You Produce Affordable Videos With Ease

You don’t need a large video production budget or substantial video production experience to take advantage of video marketing’s benefits. Powtoon offers templates and various other resources that simplify the process of affordably generating impressive video content. To learn more about what Powtoon can do for you, sign up today for free!

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Hanna is Powtoon's Content Marketing Strategist. She joined Powtoon as a copywriter in 2019, after graduating from university with a specialized degree in marketing and business. She continues to inspire people to create incredible video content with blog posts, videos, guides, and more. Hanna's passions include reading, singing, and caring for animals (#proudvegan). Nothing makes her happier than waking up to her two black kitties who, contrary to popular belief, are good luck!
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