The importance of video in the marketing mix

We are all watching videos all the time and they’re everywhere, from your phone to your desktop computer, so it’s not hard to see why they’re so popular with marketers. Video does what text doesn’t – it creates an immediate and authentic means of communication that connects directly with your audience. Video is versatile and engaging, easy to digest and has the potential to provide marketers with a fantastic ROI when executed properly and as your brand evolves, video keeps telling the stories generating the pulse of your business.

Take a look as these figures to get an idea of just how powerful video is:

  • 55% of people watch videos online every day.
  • 92% of mobile video consumers share videos with others.
  • Facebook generates 8 billion video views on average per day.
  • Social video generates 1200% more shares than text and images combined.
  • Video posts on Facebook have 135% greater organic reach than static photos.


So, what are the benefits of including video in the marketing mix?

Conversions are boosted

According to Social Media Today, 90% of consumers claim a video will help them make a purchasing decision. Rather than having to read through reams of copy and catalogues, video appeals to even the most dismissive buyers. Consumers can engage, embed and share your content and the addition of a call to action within your video can boost conversions even further. Plus, seeing a product in action or having a service explained visually makes a huge difference in the length of time consumers will stick around on your channel and this then leads naturally in to the next part of the sales funnel.

It makes your brand more visible

Consumers are overloaded with content and marketers can cut through stagnant, static content with emotionally charged and engaging video. In addition, by producing easily shareable content you can help to build trust in your brand as consumers will view your videos with the idea that someone they trust has already viewed and shared it.

Video is great for every occasion

The versatility of video is undeniable. Looking to build a larger customer base? Use a customer testimonial or an influencer to discuss your product/service and start a dialogue. New product? Use a demonstration video that can be shared across all digital platforms during the launch phase. Looking to be more personable? Use a consumer’s story to help other consumers relate to your brand and build trust. Attending or hosting an event? Create a series of videos in the lead-up to promote attendance and use the event to capture happy clients interacting with your staff, authentic b-roll that is unique to you and share with your audience the success of your event with a post-event ‘round-up’ video.


Cisco claims that by 2021 over 80% of traffic will consist of video. Search engines love video because they view it as high-quality content, therefore using videos across all of your digital platforms can work wonders for your SEO.


Not all videos are made equal!

It is key to remember that each marketing channel will need a slightly different approach, for example, each social media platform has a different recommended length for video, with Instagram being as a quick as 30 seconds and YouTube as long as two minutes. Crafting the right storyboards, agreeing scripts and producing various edits is something we spend time getting right with our clients, as we understand the complex and ever-changing landscape of digital marketing.

It is equally important to consider what the best type of video is for each element of your strategy: do you need to introduce your product or service through an explainer video? Is an interview with a key member of staff likely to engage with your audience? Would you like to launch a product with a review by a brand ambassador? Is there an event coming up that you would like to promote, or would you like some as-live content produced for you to distribute as the event unfolds? Perhaps you have a complex product that is best explained through an animation? We work closely with our clients across the full spectrum of video production and love nothing more than that first meeting to discuss which creative avenue we’re going to take!

It’s safe to say that compelling videos are a powerful way to promote your brand and grow your business; they foster engagement, shares, lead generation and sales conversion. Plus, it’s worth noting that 51% of marketing professionals worldwide name video as the type of content with the best ROI.

Please do get in touch if you would like to know about how video can help you achieve your business objectives, we love to talk!



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