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Video marketing is a whole other ball game that could be crucial to getting your business into the eyes of millions. Videos can range from anything, including how-to tutorials, blooper reels from much-loved TV shows and, of course, the holy grail: dog videos.

According to a study by HubSpot, video is the second most-used content type on social media to increase audience engagement. Video marketing is massive, with so many companies adopting it every day. Still, there’s always scope for improvement and growth, with 98% of marketers believing that video will play an essential role in marketing over the coming years. 

But exactly why is video marketing so important and which types of videos can you incorporate into your marketing strategy?

Why Should You Be Using Video Marketing?

Videos Boost Conversion Rates

Using videos to display your products or services allows consumers to learn more about what is being offered. 90% of consumers say that videos help them make buying decisions, and 64% of viewers often buy a product online after seeing a video about it. 

Having videos on a landing page can increase conversion rates by 80%. Consumers are more likely to feel they need or want what is being advertised if they first see a video that details exactly what a product or service intends to do. 

Create Engaging Content

People tend to watch video content because it’s engaging. Video marketing capitalises on displaying a product or service in an engaging manner to try and entice the viewer to follow a particular call to action. 

Research from HubSpot suggests that more than 50% of consumers want to see videos from brands, whether informative videos about a product or behind the scenes clips of how a business is running itself. 

With two billion+ monthly users on YouTube, video marketing is a lucrative way to bring more people into your brand. Additionally, tweets that contain a video reportedly attract 10x more engagement than tweets without a video, one thing that can lead to you being widely shared across the platform amongst users.

TikTok entered the fray a few years ago and is broadly considered the best platform for posting and interacting with engaging content. Each video’s short-form style allows users to engage with multiple videos in one sitting; it’s so easy to get lost in a TikTok wormhole and become engrossed in videos from so many different creators.

Videos Are Easy to Digest

As stated by Wyzowl, people watch an average of nineteen hours of video online each week, an increase of an hour per week compared to twelve months ago and an eight and a half hour per week increase from four years ago. 

The accessibility of easy-to-watch videos has allowed consumers to absorb many different forms of information in their everyday lives. Almost five billion videos are watched on YouTube every day, showing the impact that video marketing can have on your business. 

Again, TikTok is one platform that utilises this feature so well. The accessibility of short, easily digestible videos allows users to become exposed to many different forms of content on the app. Quickly scrolling, then watching, then scrolling again lends a hand to the fact that more than one billion videos are viewed on TikTok every day.

Videos Are SEO Friendly

Ensuring your content is SEO optimised is vital for companies who want to appear at the top of search engines. 

Supposedly, users are more likely to click a search result with a video thumbnail next to it. Quickly watching or interacting with an accompanying video can encourage users to click, thus improving SEO rankings.

Similarly to blog posts and other forms of written content, your video visibility is heavily impacted by its SEO rating. According to Cisco, 81% of internet traffic comes from videos, so optimising your video marketing strategy to be more SEO-friendly is crucial.

Different Video Styles You Can Utilise


Teasers are short-form, intriguing videos that make viewers want to come back for more. 

They intend to create hype around a product launch that drives engagement and brings people into the brand. These videos don’t need to be particularly long at all, with the average length of a teaser being 15-60 seconds, the perfect amount of time to display any necessary information. 


The sole intention of tutorials is to showcase precisely how one would use a product or service; a great example of this would be a recipe cook-along. Many TV chefs are active on social media nowadays, with a lot of their uploads consisting of various cooking videos that include step-by-step instructions.

Such videos are helpful for new customers, as they can understand how the thing you’re demonstrating can benefit them, making them more likely to purchase. Viewers can comment on a particular video to ask further questions, leading to better-tailored interaction between business and client.

Behind the Scenes

Behind the scenes videos aim to display particular information to the viewer about a brand or the product they’re selling. 

They enhance the customer’s overall experience with a business and put a face to a product, which helps show a brand’s personality.

Have you ever wondered where your product is made, how it’s packaged, or how many people are involved in its manufacturing? Behind the scenes videos can show you exactly this and more. 

Trending Content

Engaging in trending content must be considered if you’re seeking to receive large amounts of interaction on your social posts.

TikTok is perhaps the best platform for uploading videos that follow trends and challenges. The ability to link your videos to specific hashtags or audios helps people follow such crazes and engage with multiple videos and creators.

Prior research of trending challenges, audios or hashtags could prove fruitful for your organic social media videos and help you navigate your way to social media stardom.

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