8 Reasons Video Should Be Part of Your Digital Marketing Efforts

Is video marketing really that important to promote your business? In this article, we discuss how video marketing plays into your complete marketing plan, how successful it is, and if and by how much it scores over other types of marketing.

There are many parts of digital marketing that aren't overly involved and can be done without labour-intensive effort. Unfortunately, video isn't one of them. It takes a lot of time to shoot, assemble, and edit video content to get it right, so it's understandable if you're hesitant to implement it into your marketing plan. However, we have eight reasons why it should be.

Easy to Engage With

Most customers you're trying to appeal to have a short attention span. This can manifest itself in many ways that include quickly swiping away from something that doesn't draw attention or refusing to click something that doesn't appeal to them. Video is easy to engage with because it requires no further action after a click besides watching and listening. Even your customers with the shortest attention spans are likely to interact with video content over blog posts.

Boosts Conversions

Because video is easy to engage with, it's going to keep customers on your site longer. This helps them to become more familiar with you and what you have to offer. As familiarity grows, so do conversions. A study done by Hubspot has shown that conversions can raise by as much as 80% with the help of video. This is because it requires very little effort on the behalf of the customer to engage.

Builds Trust

Customers won't buy from a company they don't trust. Part of your marketing efforts should include building a relationship of trust with those you're trying to reach. Creating video goes a long way to building this trust as it demonstrates a number of key elements that include honesty, transparency, and reachability. You can create videos that give customers a bit of transparency by allowing a peek behind the curtain to learn more about your processes and how your company works. This is an easy way to build their trust.


Videos are an excellent boost to SEO. When you have videos embedded into your blog posts, landing pages, or throughout your website, they're more likely to show up at the top of search results and your customers are more likely to click. Part of this is because Google owns YouTube, so they prefer when you upload to their platform. Additionally, this gives your website the chance to show up in video search results.

For example, if you own a tire shop and want to reach customers who are looking to change a flat tire, create a video tutorial that helps your customers change their flat tire. Create an entire page that walks through the process so they have the option for a step-by-step guide, but also includes a video at the top. When done properly, you can sit at the top result in general search and video search. Furthermore, captions for your video are also indexed with Google.

Appeal to Mobile Users

Reading on a mobile device can be a slog. Text that takes up a single screen's worth of space on a desktop browser can translate to what feels like endless scrolling. Remember how most people don't have the attention span to read a long article? This doesn't help. If your customers click on your website and there's a video to watch at the top of an article, they have the option to sit back and watch the video rather than read a lengthy blog post.

Easy to Explain

Any writer worth their mettle has been told to show don't tell. While this is something that you can learn how to do, it's not as easy to show with words as it is with pictures and video. Create tutorial videos, product features, and comparison videos to easily demonstrate for your customers what sets your product or service apart from the rest of the competition. You can allow whatever it is that you're selling, to do the selling for you.

Encourages Shares

Videos are much easier to share than blog posts. It's not uncommon to get an article sent from someone with a message that says something like, "Read this when you get a chance." Our lives are busy and we often don't get a chance to read it. Videos are much easier to share as you can pack much more information into a bite-sized piece of content. With the help of infographics, images, and narration, you can cram a 600-word blog post into 60 seconds of video.

Getting Easier

Video editing used to be much more difficult than it is now. Literally cutting and taping film to get the final cut that you want, then synching that up with your audio took hours upon hours if you weren't a professional. Now, it's easy to find an app, website, or interactive video platform that makes it easy to take care of everything digitally in a fraction of the time for minimal costs.


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