Why Online Video Should Be Part of Your Content Marketing Toolset

Video as a marketing tool is here to stay.

video marketing graphic
Corporate video can give you instant credibility and is very useful to enhance your company’s brand presence. Consider this: of businesses using video marketing, 76% reported an increase in traffic due to video. Clearly, consumers love video. The rise of the smartphone and tablet have made viewing possible almost anywhere. But video isn’t just social—54% of senior executives share work-related videos with colleagues weekly, and 59% of executives prefer watching a video to reading text when given the option. It’s time for you to get into video.

Make the video interesting.

Whether at the corporate level or in classrooms, viewer engagement is a critical first step in any learning environment. Unlike the typical mundane presentations we’ve all sat through, video engages your audience, adding life, energy and interest. Using a mix of motion, animation, music and the spoken word, video is naturally engaging—and in an age of information overload, something that’s easy to digest will be to your company’s benefit.

Meet the learning needs of your audience.

Video caters to both visual and auditory learners by using sight and sound. An online video can take viewers to new places by creating a true experience. Viewer can start, stop and review segments as needed, as well as share with colleagues which increases its effectiveness and return on investment.

Self-serve convenience.

Video is convenient for all parties while saving your company time and money. Things that were once handled with site visits, countless phone calls and scheduling conflicts can now be tackled via video—and seen anywhere. Think about video for facility or showroom tours, demos, product overviews and company overviews. Time and travel expenses are reduced or eliminated, while approved and vetted content eliminates potential misunderstandings. Your salesforce can talk clients through these videos or email links so customers can watch on their own time. An added bonus—including video in an email can lead to a whopping 300% increase in click-through rate.

Keep it short and sweet.

Studies have shown that 63% of viewers watch about three quarters of an average video. This is proof that keeping it short and sweet is key—we recommend keeping the video length between 60–90 seconds, as studies show that nearly two-thirds of consumers prefer videos under 60 seconds.

Get to the point early and quickly without your video appearing rushed. The best way to accomplish this is to spend time on the script. Using a spreadsheet, put each point in a cell and identify the visual that will accompany it in the next cell. Work to eliminate nonessential words. Read the script out loud to help you. Remember, you can always add information for follow-up where you then have the opportunity to go into greater depth.


One of the biggest benefits of the best corporate videos are the options to hit a much broader audience via social sharing and video platforms—YouTube now has over a billion users, and 500 million people watch videos on Facebook everyday. It’s easy to upload and share to YouTube and social sites. Even small businesses should consider creating a YouTube channel so you have one place to show videos. Another plus here is that Google loves video—and the highest ranking videos are “how-to” and product review videos.

Video powers communication and brand identity and can be a great return on investment. It provides a platform for launching, promoting and educating all while entertaining potential or current customers. It should be an essential part of your online marketing strategy. It’s the now and will continue to be the future of brands on the web.

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