Use of Video in content marketing is rising Everyday, Know How

As a business owner, you’re probably aware of the importance of content marketing in growing your brand. While written content in the form of blogs, ebooks, and manuals is effective for certain occasions, visual content is more effective for engaging online audiences. And among visual content, videos stand out. The importance of marketing with video content is undeniable as it allows you to improve your brand visibility online and explain complex issues to customers in a simple manner. The growing popularity of platforms such as TikTok shows just how important video content is. 88% of consumers expect brands to use more video content in their marketing, so you’ll miss out on a lot of sales if you’re not using video. In this article, we will look at the importance of marketing with video content and share a few ideas to help you get started with video content marketing.   

Table of Content 

• What is Video Content Marketing 
• Online Video Consumption Statistics Marketers Should Know
• Navigating Video in 2023

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Video Content Marketing

Video marketing is a form of marketing where brands create videos to enhance their online presence. The videos are usually hosted on their websites or published on social media channels such as YouTube, Facebook, TikTok, and Instagram. 
The videos take different formats such as live videos, animated videos, webinars, and screen recordings. The previously cited survey by Wyzowl found that the most popular types of videos by marketers are:

Live-action videos – 42%
Animated videos – 33%
Screen recorded videos – 16%

The importance of marketing with video content can be seen in the way brands use it to engage their audiences affordably and manage their finances. Internet users have short attention spans and expect brands to use content mediums that deliver messages quickly.
Video content is also easily shareable, thus presenting brands with a powerful way to spread their message in a manner that’s easily accessible to large audiences. 
Another great thing about video content marketing is that it’s becoming increasingly easier to create video content. There are many video editing software that marketers can use to edit videos as per their marketing efforts.
Most of these tools are easy to use and you don’t need advanced design skills to create powerful videos for your marketing campaigns. 
If these many marketers can see the importance of video content, then it must be quite powerful as a marketing tool. 

Let’s take a look at the importance of marketing with video content and why you need to get started with it right away. 
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1. Video Makes it Easy to Educate Customers About Your Products or Services
When you launch a new product or service, there’s no better way to educate your customers about it than through an explainer video.
There are other channels you can use to explain your product like a product manual or writing an informative blog post about it, but customers want to learn about your product through video.
The Wyzowl study mentioned that 73% of customers prefer to watch a short video to learn about a product. This is in comparison to 11% who would rather read a text-based post, 4% who would rather view an infographic, and 3% who would rather download an ebook.
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2. Video Builds Credibility
The other reason why marketing with video content is important is that it helps brands boost their credibility. Whether you’re a small business or an established brand, credibility is one of the crucial elements for growth.
Without it, you will struggle to convince customers to buy from your brand. 
A great way to demonstrate your credibility is by sharing the testimonials of real customers who have purchased your products or services.
Video testimonials allow you to capture the joy and sheer delight of customers who are happy with the products they bought from your brand. 
TikTok Influencers create short videos and promote brands in their posts. It helps them to promote their client's products. Marketers can find TikTok influencers to boost their brand awareness and boost their sales.
Slack has been using this strategy to win over customers and establish itself as the go-to corporate communication tool. In the YouTube video below, Slack shares how Sandwich Video team members use the tool to collaborate and coordinate their projects.
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3. People Love Video
Another reason to use video content for marketing is that people simply love video. Modern consumers don’t want to spend a lot of time and effort consuming information.
They’re too busy with other things in their life and don’t have the time to read long posts like this one on lead generation software. Instead, they’d be happy with a video on the same topic that can explain all the information in a few minutes. That’s why a great idea would be to repurpose the blog post into a video as well. This can help you make the best of both worlds. 

There are many stats to illustrate just how much people love video:
Internet users watch more than 1 billion hours of YouTube videos every day
Twitter recently revealed that they receive 2 billion video views on the platform every day
Facebook users watch more than 100 million hours of video every day
As you can see, people can’t get enough of video and you risk missing out on the most popular way people consume content if you’re not creating video content. You use the right online video maker software to create quality videos for your marketing needs.
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4. It’s Good for SEO
Another reason why marketing with video content is important is because it improves your search performance. Creating YouTube videos that target the common search terms in your niche is a great way to move up the search rankings. 
This is because Google ranks videos in the SERPs and you can also show up on the video search page. For example, the search term “How to edit videos” shows several videos below the top-ranking post on the search results. 
In the video, Justin guides viewers on how to edit and enhance a video using different software. 
Besides improving your visibility on Google, the other importance of marketing with video content is that it increases the time visitors spend on your website. That’s because people will spend time watching videos you create. 

And guess what?
Dwell time is a key ranking factor on Google, so it’s a win-win.
In its blog on "How to Start a Garden in 8 Simple Steps" Growing In The Garden has embedded a YouTube video. The 8-minute video summarizes the post and increases the time visitors spend on the site.

5. Video Appeals to Mobile Users
Did you know that users are more likely to watch videos on their mobile phones than on desktops?  Well, in 2021 there were 2.33 billion mobile device video viewers and the number has been rising steadily. This statistic demonstrates the importance of marketing with video content to impress mobile users. And as internet penetration continues to grow, there will be more demand for entertaining video content.
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Online Video Consumption Statistics Marketers Should Know

As video continues to be integral to marketing strategies, marketers should keep the following statistics in mind:

• The number of digital video viewers worldwide is expected to reach 3.5 billion.
• In 2023, people are watching, on average, 17 hours of online videos per week.
• People are 52% more likely to share video content than any other type of content.
• 75% of viewers watch short-form video content on their mobile devices.
• 83% of marketers suggest videos should be under 60 seconds.

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Navigating Video in 2024

With each new generation, the video world will continue to evolve. However, at this point, the video landscape is changing in favor of marketers. Consumers prefer to learn about brands via video content and use it as a necessary tool in the information-gathering phase of their buyer's journey. Additionally, most video consumers now strive to learn something new about an interest or hobby rather than just using video to entertain themselves. This means marketers can harness educational videos in their strategy and offer consumers content related to their niche while also marketing a brand or product. Video isn't going anywhere but constantly expanding, changing, and evolving to fit new consumer needs and platforms. As this content evolves with each new generation, marketers should continue researching video consumers' interests, hobbies, and behaviors.

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When used correctly, video is an effective medium that allows brands to communicate with their customers in a way that’s not possible with other content formats. I hope you now understand the importance of marketing with video content.