October 27, 2019·4 min read

Still not sure why video marketing matters? This popular tactic has a ton of benefits, from increasing traffic to growing revenue.

Companies need many things to thrive: visionary leadership, a compelling offering, exceptional service, and much more. But in today’s noisy marketing landscape, what your brand really needs is a story.

Stories make for better marketing because they elicit emotion. They can influence who we trust, play on our nostalgia, and help us make sense of complex information. A really great story can communicate the entire character of a brand in less than three minutes, and clever stories can help you become especially persuasive.

Why Use Video Marketing?

Video is critical to your content strategy because it’s snack-sized, memorable, and measurable. These aren’t just the components that make it perfect for your audience who crave short, engaging pieces, but they’re also the features that make video every marketer’s dream format.

Because it’s especially visual, you can use video to teach complex concepts (what is content for if not to make things clearer for your audience?), to share stories about your customers, and to inspire marketing-specific actions (things like demos, trials, subscriptions, and more).

But beyond video’s unique ability to convert like no other, the medium has become especially valuable to data-driven marketers. This is because you can track and measure audience engagement for video in a really meaningful way.

You can tie your videos directly to the deals they’re helping to influence and you can see which assets are actually resonating based on content engagement analytics. This is the reporting that marketing desperately needs to identify their most engaged leads faster and prove the value of game-changing initiatives.

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10 Benefits of Video Marketing

Apart from being a rich, visual medium, there are a lot of perks to making online video marketing part of your digital strategy.

Simply put, the numbers tell a compelling story. These video marketing statistics highlight precisely why so many companies, in industries across the B2B and B2C spectrum, are taking advantage of this medium—and why video marketing should be part of your business, too.

1. Grow Revenue

Marketers who use video are growing company revenue 49% faster year-over-year than those who don’t, according to research from Aberdeen Group.

2. Influence Buying Decisions

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, according to Animoto.

Plus, 97% of marketers say that video has helped increase user understanding of their product or service, according to HubSpot.

3. Give the People What They Want

From brands, people prefer video content over emails, newsletters, social images, social videos, blog posts, and downloadable content (like PDFs), according to data from HubSpot.

When they’re considering buying something and want to research their options, consumers use a variety of methods. Some of the top tactics include using a search engine, visiting a company or product’s official website, looking at review websites, and watching videos. Video could easily be incorporated into every one of those places, giving your brand a better chance of convincing the consumer.

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