In the ever-evolving digital marketing world, video content has become a non-negotiable for brands to succeed. Consumers have increasingly short attention spans and prefer to learn about new products or services through video content. Surveys show that 69% of targeted consumers prefer watching videos as opposed to reading content when researching a brand, and 96% of marketers report that video content is crucial to their overall marketing strategy. In fact, 64 to 85% of consumers are more likely to make a purchase decision after watching a video about a brand’s products or services.
Implementing video content in your marketing strategy across all stages of the funnel – awareness, consideration, conversion, and loyalty – can help move leads through the funnel and turn them into loyal customers. To promote your videos, you can experiment with paid and organic posts on social media, feature videos on your website homepage, utilize videos in email marketing, and partner with influencers.
When leveraging video, it is important to align your video strategy with buyer personas, view videos as a means of thought-leadership and nurturing rather than an immediate sales tool, prioritize visuals over audio, infuse personality into your videos, and utilize talent you already have for your videos.
To implement more video content, it is recommended to have a dedicated staff member or work with a production studio. Overall, promoting your video content is key to ensuring it gets seen by consumers who already expect and want video content from brands.