Should you be using video in your marketing?
you’re leaving money on the table.)
If you’ve landed here, you’re probably wondering whether video is something you should be using in your marketing. That’s what we’re here to break down, so you can start introducing one of the most powerful ways of delivering content into your business.
What impact can video have on your sales?
Recent studies are telling us that video isn’t just a flashy add-on to your marketing strategy, for many, it’s steadily becoming more and more crucial to generating leads and sales.
For starters, a whopping 90% of marketers worldwide are reporting positive ROI from their efforts in video marketing. The same study found that 86% of them are generating more leads through video too.
And consumer behaviour’s backing the theory too. According to Wyzowl, 84% of people admit they’ve been convinced to buy a product after watching the brand’s video. What’s more, 96% of consumers say they rely on videos to learn more about products and services. Will they find your business when they search for a video about the product or service you sell?
There’s no doubt it’s a win to bring more video into your marketing strategy, but in case you need a bit more convincing, here are some more of the video marketing facts for you…
Video's great for SEO
Incorporating more video into your marketing strategy can double up to serve your website’s search engine optimisation too.
Videos are known to increase dwell time (that’s the amount of time visitors spend on your site).
And dwell time’s a crucial factor in search engine algorithms, as it effectively tells the likes of Google that your content is engaging and relevant. The more opportunities they have to watch, the longer they’re likely to stay, and the higher your chance of being indexed and ranked higher.
Video humanises your business
We’re living in an era where AI-generated content is everywhere. While written marketing can be extremely valuable, loads of it’s now churned out by tools like ChatGPT, and it’s getting harder and harder to stand out.
But a video of you talking to your audience? That’ll instantly make your brand feel far more personal. People get to see your face, hear your voice, and connect with the human behind your business. That’s something AI can’t replicate.
But by putting yourself in front of the camera, you show potential customers that:
You’re a real person.
You care about your brand and how it’s perceived.
You’re willing to take the time to answer their questions.
And the more you do it, the more you’ll build trust in your business, converting viewers into customers.
Video content engages more people
Like it or not, the majority of people consume most (if not all) of their content digitally. Whether it’s social media or podcasts, customers are increasingly looking online to find out about businesses.
So a strong visual presence online is no longer just an add-on, but a necessity for businesses looking to attract a range of customers. Did you know online videos have an audience reach of 92% across the planet?
If you’ve only ever marketed with written content, you could find a whole new audience opens up when you start making videos, boosting your pool of potential customers who will become paying customers if the content’s good enough.
Attention span is dwindling
What’s more, the attention span of online audiences is shrinking, and video is simply more engaging than text. Did you know that the average person watches 19 hours of video online every week?
Easier to consume – Watching a video takes less effort than reading an email or blog.
Higher retention – A great video can stick in the memory longer than a well-crafted email.
More shareable – People are more likely to share an engaging video than a long-form article.
Videos can be more persuasive
In the constant competition that is the attention game – where everything and everyone is constantly vying for three seconds of our focus – videos stand a much better chance than written content, purely due to their visual nature.
In other words, some messages are just better on video. You can:
Emphasise key points with facial expressions and tone of voice.
Create an emotional connection by speaking directly to your audience.
Make complex topics easier to understand with visuals and explanations.
Plus, people love informal, chatty content. (Remember, a relaxed, conversational video is far more engaging than a dry, corporate-style presentation. Don’t let your video take itself too seriously!)
Video encourages interaction
If someone likes an email, they might think, That was interesting! and move on – chances are, they won’t reply.
But dropping a comment on a video takes far less time and effort. So if they like a video, they’re much more likely to:
Leave a comment
Ask a question
Share their thoughts
This kind of interaction strengthens your relationship with potential customers, making them more likely to trust (and buy from) you.
Video is versatile and easy to repurpose
Yes, shooting and editing a video takes time. But once you’ve created it, you can use it everywhere, and straight away:
Social media
Website landing pages
Email marketing
Blog posts
Even embedded in your email signature (“P.S. Want to learn more? Watch this quick video I made about it!”)
Unlike written content, which often needs to be adapted for different platforms, a good video can be posted as-is across multiple channels.
Video is one of the few reliable ways left to track your marketing efforts
More and more commonly, bots are opening and clicking on every email that hits an inbox for security purposes.
Which means those open rates and CTRs you’ve enjoyed checking over the years are, well, they’re not really worth checking.
Enter video, where tools like Wistia allow you to see exactly who’s clicked on an email link and how much of your video they’ve consumed. Hello hot leads.
What videos should you start with?
If you’re new to video marketing, start simple. Here are a few easy ideas:
Introduction to your business – Who you are, what you do, and why you’re passionate about it.
Answer common questions – What do customers frequently ask? Record a short video answering them.
Product or service demos – Show your offering in action.
Customer testimonials – Nothing builds trust like real people vouching for your brand.
Behind-the-Scenes Content – Give a sneak peek into your process, office, or daily routine.
So... video marketing: should you do it?
Video marketing doesn’t have to be expensive or complicated. Start small, be yourself, and keep it fun. If you do, you’ll stand out, build trust, and ultimately, increase your sales.
Are you ready to press record? If you’d like any more advice specifically about video, or want to talk more generally about your business’s marketing strategy, book a free business growth call below.
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- Take a look at the marketing you’re doing, and give you our two cents on how to improve it
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