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Breaking Down Video Content Marketing

May 19, 2022

The need for video content has never been more clear. Today’s consumers crave interactive video content that is both authentic and capable of creating a human connection.

And the numbers don’t lie. Since 2018, video consumption has nearly doubled. Don’t think marketing departments haven’t noticed either. 86% of businesses already use video as a marketing tool, with 92% saying it’s an “important part” of their marketing strategy. 

86% of businesses already use video as a marketing tool, with 92% saying it's an 'important part' of their marketing stategy.

So, why now? Video marketing isn’t new by any means, but it’s now essential in every marketing channel. Today’s marketing departments are using video to tell authentic stories through explainer videos, social media content, video testimonials, product demos, FAQ videos, and more. 

And while video production used to come with a high price tag — the rise of user-generated content (UGC) has changed the way companies approach video marketing.

In fact, approximately 87% of marketers say that video marketing has generated a positive ROI through increased traffic. 

How are these marketers generating more revenue from scalable video content? And what can you do to achieve the same results?

It’s all about video content marketing. Sure, you might gain traction with randomly posted and disjointed videos, but it’d be unpredictable, and you wouldn’t know how to replicate it at scale. 

Enter video marketing — a comprehensive marketing strategy that turns customer stories into brand value-driven video content.

What is Video Content Marketing?

Video content marketing strategically uses video to boost awareness, engage viewers, and ultimately reach your specific campaign goal (sales, leads, awareness, or other KPIs). 

An effective video content marketing strategy considers your target audience, where they are online, what pain points they have, and where they are in the customer journey. 

If this sounds difficult, don’t worry, it’s easier in practice than it might sound. You only need to step back from thinking of videos as a one-off piece of content and start considering them as a cohesive net that catches online users and makes them love your company. 

With the right video marketing platform, a quick email sequence, and a little bit of creativity — you can unlock an endless source of video content that validates your brand, stays fresh and creates tangible value through all stages of the customer journey.

What Do the Numbers Say?

Wait, why should you care about video content marketing? We can tell you how great it is all day, but we’ll let the data do the talking. Here are some of the biggest takeaways illustrating the importance of video marketing:

These numbers paint a clear picture that both B2B and B2C organizations stand to benefit from having a comprehensive video marketing strategy in place. However, keep in mind that you need a cohesive strategy to truly reap the rewards of video marketing.

Why is Video Content Marketing That Important?

Beyond the numbers, why is video content marketing so important? How does video content produce measurable results?

Let’s look at a few reasons that demonstrate why businesses in all industries should consider embracing video marketing. 

People Love Video Content

YouTube has dominated the video space since its creation in 2005 because people simply love videos. They’re easier to consume than text and have more to offer than still images. Would you rather watch a funny cat video or read a blog post about a funny cat? 

The world has changed a lot since 2005, especially when it comes to smartphones and mobile data networks. Now, even the cheapest smartphones allow users to watch videos in full HD almost anywhere globally. 

Video is More Engaging Than Other Mediums

The average human attention span is 8.25 seconds, shorter than a goldfish’s 9-seconds. Not only that, but our attention spans are shrinking. In 2000, we could pay attention for 12 seconds.

Video is inherently more engaging than written content or infographics. Instead of reading, which is an active task, users only need to passively watch a video as information is conveyed engagingly.

User-generated content (UGC) takes engagement to the next level by adding an element of trust and authenticity. UGC video is what people watch on TikTok and Instagram all day because it creates that essential human connection. 

This makes it easier for people to focus on the video content they are consuming. And from there, users can like (or dislike) what they watched and may even comment or share it with a friend. 

The end result is clear: video content is far easier for consumers to engage with, making it more shareable.