If you are an avid user of the internet like the rest of the population. You surely are familiar with all the new social media trends. You also probably have a basic understanding of different video formats such as YouTube videos, Reels, TikTok, or Shorts going viral on different social media platforms like Instagram, Facebook, TikTok, and YouTube.

Now, you must also have noticed how various businesses have been successfully using these media tools (video content) to gain more exposure and wider audience reach. This is known as video marketing.

Video marketing is a digital marketing strategy that involves producing and utilizing video content to promote a product, service, message, or brand. The videos are a medium to reach and engage with a wider set of target audience. Video marketing includes promotional videos, advertisements, tutorials, testimonials by customers, and much more. Video marketing is done by businesses to garner the attention of their viewers, gain potential customers, spread awareness, educate their audience, etc.

As humans, we process and retain visual information or content much faster and better than text. The visuals tend to have a longer-lasting effect on our brains as they stand out to us. So, indisputably with the rapid advancement in digital technologies, video marketing has gotten increasingly popular as it easily captivates audiences and drives up engagement.

Online statistics indicate that 91% of businesses plan to use video marketing to boost their sales in 2023. A substantial 92% of video marketers have reported increased return on investment (ROI). Moreover, 87% of marketers believe that video content directly and positively impacts sales. These figures demonstrate the significant growth of video marketing as a powerful strategy.

Here are some benefits of inculcating video marketing as a strategic tool for your business.

Captures attention: The growth of digital content has lowered the capacity of audience retention. But with the use of video marketing, we can successfully attract our audience into engaging with our content with the use of sounds, creative graphics, interesting visuals, etc.

Shares a bond: With the help of video marketing, brands can connect with their audience base on a personal level. This in turn sparks interest among the audience as their needs and opinions are being valued and understood.

Builds trust: As the products and services are showcased on video content, the consumers have a better understanding of the said product and gain a sense of trust. Sharing different types of video content about a product or a service like demonstrations, testimonials, etc, makes the brand more credible and legitimate.

Boost in engagement: Call-to-action buttons such as share, comment, likes, and saves increase the chances of receiving more engagement in video content. Their click-through rates are significantly high.

Measurable results: All the analytics and metrics can be easily tracked to know the performance of the video content. Their campaign reach and engagement data can be studied for better ROI and optimization.

(SEO) Search Engine Optimization: Search engines often prioritize video content. With proper title, video description and tags in your content can increase your chances of being discovered.

Quick shares: Video content is easily shareable. It carries a potential chance of being shared among the social or private groups within your audiences.

To sum up, video marketing is a potent marketing tool that can skyrocket your brand’s reach. The nature of the video content is captivating and draws in attention of its audience. It effectively excels at maintaining viewer attention, conveying emotions, enhancing engagement, increasing conversion rates, and fostering trust and credibility. Most importantly of all, its adaptability, shareability, and capacity to deliver measurable results establish it as an essential component of a prosperous contemporary marketing strategy. As the digital landscape evolves, the significance of video marketing is certain for further growth.

- Sanchari Pandit