August 19


Marketing Trends: The Power of Video Marketing

By Hanson Cheng

August 19, 2023

  • minute read
  • Last Updated on August 19, 2023 by Hanson Cheng

    As technology continues to evolve, the marketing industry continues to adapt accordingly. One trend that has been gaining momentum in recent years is video marketing. Simply put, video marketing is the use of videos to promote or market a product, service, or brand. It is a form of marketing that has proven to be effective in engaging viewers and increasing conversions.

    With the rise of social media platforms like YouTube, Facebook, and Instagram, video marketing has become an increasingly important tool for businesses looking to reach their target audience. In this article, we will explore some of the latest marketing trends in video marketing.

    What is Video Marketing?

    Video marketing is the usage of video to showcase or promote services or products. Videos utilized for marketing objectives could be interactive videos, promotional videos, how-to videos, explainer videos, and commercial advertisements. The major objective of video marketing is to acquire a brand identity and to improve its online visibility for a specific target audience. It is a powerful tool for acquiring more potential customers and increasing business sales today.

    Through visual representations, businesses can communicate their message more effectively to their target audience, boosting the brand’s online presence while also providing a better user experience for customers.

    Video marketing has become increasingly important for businesses in recent times. Studies show that video content is more likely to be engaged with than any other format. Consumers enjoy watching videos and respond positively to them as well. Video marketing offers businesses the opportunity to showcase their services or products to their target audience more remarkably and memorably, recording their audience’s attention and retaining it for an extended length of time. Additionally, video marketing helps businesses to develop strong emotional connections with their audience, leaving a long-lasting impact on potential customers.

    The advantages of using video marketing for businesses are numerous. One advantage is that it provides higher engagement rates compared to other marketing methods. Videos enable businesses to convey their message more effectively rather than by simply comparing it with other formats like text or images. Video marketing also has the potential to convert potential customers into actual buyers, which positively impacts business revenue.

    Further, video marketing has become a significant player in search engine optimization (SEO) through its ability to increase a website’s ranking in search engine results, making it easier for businesses to be discovered by potential customers.

    A range of statistics supports the effectiveness of video marketing. Research conducted by HubSpot shows that including video in an email can boost open rates by 19%, click-through rates by 65%, and decrease unsubscribes by 26%. Also, research indicates that videos are 50 times more likely to rank organically on the first page of Google search results than text pages.

    Other studies show that 80% of users can remember a video they watched from 30 days ago as opposed to 20% remembering text content they read. The statistics back up the advantages businesses gain from implementing video marketing campaigns.

    Different Types of Video Marketing

    Product Videos

    Product videos are ideal for businesses to showcase their products or services. These videos are designed to highlight the key features, benefits, and unique selling points of a product or service, using engaging visuals to convey information quickly and effectively. Unlike other forms of marketing content, product videos primarily offer a visual demonstration of what a product can do.

    They may show the product in use, highlight its capabilities, or demonstrate how it solves a particular problem for the customer. By creating high-quality product videos, businesses can generate interest in their offerings, boost engagement, and ultimately increase sales.

    Explainer Videos

    Explainer videos are a popular type of video marketing that aims to educate and inform customers about a company’s product or service. These videos can be used to demonstrate how a product or service works, including its features, benefits, and how to use it effectively. Explainer videos are a valuable tool for any business, as they allow companies to simplify complex concepts and explain them in a way that is easy to understand for potential customers.

    Explainer videos can also help businesses increase their conversion rates, as customers are more likely to purchase when they understand the product’s or service’s value.

    Brand Videos

    Brand Videos are a type of video content that focuses on telling the story and building a brand’s reputation. These videos are typically designed to create an emotional connection with the audience and help viewers understand what the brand stands for. A Brand Video aims to create a positive image of the brand and establish a long-term relationship with the audience. The key to creating a successful Brand Video is to keep it authentic, engaging, and relevant to the target audience.

    It is important to showcase the brand’s unique selling points and create a compelling storyline that captures the audience’s attention. Brand Videos can be used for a variety of purposes, including launching a new product, building brand awareness, and establishing thought leadership in the industry. As more and more consumers turn to video content for information and entertainment, Brand Videos have become a critical component of any comprehensive marketing strategy.

    Live Videos

    Live videos in marketing have become increasingly popular in recent years due to their ability to provide a more interactive and engaging experience for the audience. Live video marketing can be used in various ways, such as to showcase a new product or service, answer customer questions, or provide behind-the-scenes access to an event. One of the key benefits of live video marketing is that it allows for real-time interaction between the audience and the brand, which can help to build trust and strengthen the relationship between the two.

    Live videos also create a sense of urgency, as viewers know that they are watching something that is happening in the moment and may not be repeated, which can help to increase engagement and drive conversions.

    Testimonial Videos

    Testimonial videos are an excellent way for businesses to build trust and credibility with potential customers. These videos feature real customers sharing their experiences and opinions about a product or service. By showcasing positive feedback from satisfied customers, testimonial videos can help businesses establish social proof, which can lead to increased conversion rates and sales. In addition, testimonial videos can help businesses address common objections or concerns that potential customers may have, which can further help to build trust.

    Video Marketing Strategies

    Social Media

    With billions of active users on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, video marketing has become a popular and effective marketing strategy for businesses to engage their audience and increase brand awareness. Social media platforms provide businesses with an opportunity to target specific audiences through the use of hashtags, geotags, and paid advertisements.

    Video marketing on social media allows businesses to showcase their products and services and show their audience how to solve their pain points. The use of video also increases engagement and drives traffic to a company’s social media pages and website. With the rise of social media influencers, businesses can also partner with them to create video content that provides social proof for their products and services.

    Social media platforms continue to evolve, and with new features such as live video integration, businesses can increase their engagement and reach even further.

    Email Marketing

    Another way video marketing can be utilized is through email campaigns. By incorporating video content into email marketing, companies can increase open and click-through rates, engagement, and conversions. According to a study by Martech Advisor, adding videos to emails can increase click rates by up to 300%. Similarly, a report by Wistia found that emails containing a video have a 96% higher click-through rate than those without.

    When implementing video into email marketing, it is important to remember the video’s length. One minute or less is optimal for an email video as attention spans are short, and viewers are unlikely to stick around for a lengthy video. Companies can also use video to introduce new products or services, showcase customer testimonials, or provide tutorials and how-to content.

    Personalization is another key factor in email video marketing. By segmenting the email list and creating personalized video messages, companies can increase the effectiveness of their campaigns. Studies have shown that personalized emails have a 29% higher open rate and a 41% higher click-through rate than generic emails. Utilizing personalization and video in email marketing can create a powerful combination for companies looking to increase engagement, build relationships, and drive sales.


    Using video marketing on a company website effectively engages visitors, increases brand awareness, and ultimately drives conversions. By incorporating videos, companies can communicate their message in a more compelling and visually appealing way, making it more likely for visitors to stay on the site and explore its content. Videos can also improve search engine optimization by increasing the amount of time visitors spend on the site, reducing bounce rates, and increasing the likelihood that visitors will share the content on their social media platforms.

    In addition, videos can help companies build trust and credibility with potential customers by providing a more personal and authentic experience. To maximize the impact of video marketing on a website, companies must ensure that the videos are of high quality, relevant to the target audience, and placed in prominent locations on the site. It is also crucial to keep track of the performance of the videos by monitoring metrics such as view count, engagement rate, and click-through rate in order to optimize the content and improve its effectiveness over time.

    Paid Advertising

    Paid advertising is a powerful way to use video marketing. It can help businesses reach their target audience quickly and effectively. With paid advertising, videos can be promoted on various platforms such as YouTube, Facebook, Instagram, and other social media platforms. One of the benefits of video marketing in paid advertising is the ability to target specific demographics based on age, gender, location, interests, and more. This allows businesses to ensure that the right people see their videos.

    Another advantage of using video marketing in paid advertising is the ability to track engagement and measure results. This makes it easier to calculate the advertising campaign’s return on investment (ROI) and make necessary adjustments. Businesses can also use retargeting to drive conversions by showing relevant videos to people who have previously interacted with their brand. Overall, using video marketing in paid advertising campaigns can be an effective way for businesses to increase brand awareness, engage with their audience, and drive conversions.

    Influencer Marketing

    Another effective way to utilize video marketing is by partnering with influencers. Influencer marketing has quickly become a popular marketing strategy as consumers trust and value the opinions of individuals they follow on social media. By collaborating with influencers in your industry, you can create engaging and authentic video content that promotes your products or services. There are a variety of ways to incorporate video marketing into influencer campaigns, such as sponsored posts, product reviews, and tutorials.

    When selecting influencers to work with, it is important to consider their audience demographics, content style, and authenticity. By working with influencers who align with your brand values and messaging, you can reach new audiences and build trust with potential customers. Additionally, incorporating video content into influencer campaigns can increase engagement rates and drive more traffic to your website or social media channels.

    Overall, video marketing in partnership with influencers can be a powerful tool for businesses looking to expand their reach and connect with new audiences on social media platforms.


    Video Marketing – FAQs

    1. What is video marketing?

    Video marketing is a strategy that involves creating and sharing of videos to promote a brand, product, or service. It can be in the form of ads, social media posts, or explainer videos.

    2. How effective is video marketing?

    Video marketing has proved to be incredibly effective in increasing engagement, brand visibility, and conversions. Research shows that videos increase website traffic, improve SEO, and enhance consumer trust in a brand.

    3. What are the latest trends in video marketing?

    Some of the latest trends in video marketing include the use of live videos, 360-degree videos, personalized video messages, short-form videos, and shoppable videos.

    4. How can I measure the success of my video marketing campaigns?

    The success of your video marketing campaigns can be measured using metrics such as views, engagement rates, click-through rates, conversion rates, and ROI. It is crucial to set specific goals and KPIs before launching your campaign.

    5. What types of content work best in video marketing?

    Various types of content work well in video marketing, including explainer videos, product demos, customer testimonials, how-to videos, and brand storytelling. The key is to create content that resonates with your target audience.

    6. How can I ensure my video marketing campaigns align with current marketing trends?

    To ensure your video marketing campaigns align with current trends, you must stay up-to-date with the latest industry news, study your competition, analyze your target audience, and experiment with different video formats and distribution channels. Regularly reviewing and refining your strategy will help you stay ahead of the curve.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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