June 20


Why Video Marketing is so Powerful

By Hanson Cheng

June 20, 2023

  • minute read
  • Last Updated on June 20, 2023 by Hanson Cheng

    Video marketing is the use of compelling video content to promote a brand, product, or service. In recent years, video marketing has become one of the most popular and effective ways for businesses to reach and engage with their target audiences. With the rise of social media and a growing preference for video content among consumers, video marketing has evolved into a powerful tool for companies to increase brand awareness, drive traffic and sales, and build lasting relationships with their customers. In this article, we will explore why video marketing is so powerful and how it can transform any business’s marketing strategy.

    What is Video Marketing?

    Video marketing is a powerful digital marketing strategy that leverages video content to promote, educate, and engage with the target audience. It uses video to reach out to potential customers, communicate product information, demonstrate product features, answer customer questions or concerns, and build brand awareness. With the growth of online video consumption habits and the increasing preference for visual content, video marketing has steadily gained importance in the marketing landscape.

    Video content can be in the form of explainer videos, brand stories, social media videos, webinars, live streaming, vlogs, how-to videos, and many more. These types of video content can be posted on various platforms such as YouTube, Facebook, Instagram, LinkedIn, Twitter, and the company’s website, among others. Video marketing is not only versatile in terms of content, but it also offers a unique opportunity for businesses to showcase them dynamically and engagingly to their target audience.

    Consumers prefer watching videos over reading texts, which makes video marketing an effective way for businesses to grab their attention, evoke emotions, and inspire action.


    Statistics illustrate the effectiveness of video marketing, making it a must-have element in every modern marketing strategy. In 2022, it is projected that 82% of all internet traffic will be via video. According to a survey, 81% of businesses use video marketing to increase their revenue by promoting their products and services. Last but not least, 97% of marketers claim that video has increased users’ understanding of their product or service. These stats prove that video marketing is a game-changer, and incorporating videos into your marketing strategy is essential to keep up with competitors.

    The Benefits of Video Marketing

    Video marketing has grown rapidly in recent years and is now a vital tool for businesses looking to build their online presence. The benefits of video marketing are clear. Firstly, videos are an engaging and effective way to convey information to audiences. They can be much more persuasive than written content, as they put a face and a voice to the message. Moreover, videos are shown to increase engagement and foster a deeper connection between the brand and the viewer. Secondly, video marketing has the unique ability to humanize a brand.

    People are more likely to trust a company when they can see the faces and hear the voices of the employees behind it. This personalization level can also help create a sense of community around the brand. Thirdly, videos are highly shareable, making them an effective tool for boosting brand exposure. Videos that are entertaining, informative, or heartwarming are likely to be shared on social media, increasing the reach of the brand. Fourthly, videos have the power to break down complex ideas and make them easy to understand. This makes them an ideal tool for educating potential customers about complex products or services. Fifthly, videos can be used to provide social proof.

    Seeing satisfied customers use a product or service or hearing testimonials from them can help to build trust and increase conversions. Finally, video marketing has a high return on investment. While video production can be expensive, the benefits of increased engagement, brand exposure, and higher conversions make it a worthwhile investment.

    Different Types of Video Marketing

    Product Videos

    One of the most popular types of video marketing is product videos. These videos offer an in-depth look at a product, demonstrating its features and benefits to potential buyers. Product videos can be used to introduce a new product, offer a tutorial on how to use it, and show it in action in real-world situations. By showcasing the product’s advantages, product videos engender trust in the viewer that this item is worth purchasing. Moreover, product videos help to satisfy search intent by showing the audience what the product looks like and how it works.

    Product videos can also help to differentiate a brand from its competitors. With so many similar products in the marketplace, standing out from the crowd can be challenging. A well-crafted product video can capture a viewer’s attention and hold it for long enough to present the product’s unique value proposition. In other words, a product video can convey what sets a product apart from the rest and why someone should choose it over other options. By doing so, product videos help to build brand awareness and promote customer loyalty.

    Additionally, product videos can be used to answer frequently asked questions about a particular product. By addressing common concerns or issues that potential customers may have, product videos can help to reduce friction in the buying process. When potential customers see that a brand is transparent and forthcoming with information about its products, they are more likely to develop trust and form a positive impression of the brand.

    In conclusion, product videos are an effective way of demonstrating the features and benefits of a product, differentiating a brand from its competition, and reducing friction in the buying process. By providing valuable marketing content, product videos help to generate leads, build brand awareness, and promote customer loyalty.

    Brand Videos

    Brand videos are one of the most effective forms of video marketing for businesses. These videos showcase a brand’s identity, values, and personality, while also promoting its products or services. Brand videos are an excellent way to establish a deeper connection with consumers, as they humanize a brand and make it more relatable. Additionally, brand videos can help to differentiate a brand from its competitors by highlighting its unique selling points.

    When creating brand videos, it is important to focus on storytelling and emotion. By telling a compelling story, brands can create a lasting impression on their audience. Moreover, this emotional connection can be used to foster brand loyalty and long-term customer relationships. To ensure that brand videos are effective, it is important to have a clear understanding of the target audience and their interests, values, and pain points. This will allow the brand to tailor its messaging to resonate with its audience.

    Brands can use a variety of video styles and formats to create brand videos, including animated videos, live-action videos, and product demos. Animated videos are a popular choice for brands looking to create fun and engaging video that highlights their personality. On the other hand, live-action videos can be used to showcase the people behind the brand and give consumers a behind-the-scenes look at the brand’s operations. Product demos are also an effective way to showcase a brand’s products or services and demonstrate their value to potential customers.

    Brand videos are a powerful tool for businesses looking to engage with their target audience and establish a strong brand identity. By telling a compelling story, highlighting the brand’s unique selling points, and using emotion to create a lasting connection with consumers, brands can set themselves apart from their competitors and build long-term customer relationships.

    Explainer Videos

    Explainer videos are powerful tools that businesses can use to educate their audience about their products or services. These videos are short, engaging, and easy to understand, making them ideal for introducing complex subjects to potential customers. Explainer videos are typically 60 to 90 seconds long, and they use animation, live-action footage, or a combination of both to demonstrate how a product or service works.

    One of the advantages of using explainer videos is that they allow businesses to communicate a lot of information quickly. This is important because customers have short attention spans and want to understand what the product or service offers quickly. Also, by being informative and engaging, explainer videos can help to increase brand awareness and loyalty.

    Another benefit of explainer videos is that they can help to improve conversion rates. By providing information and showcasing the benefits of a product or service, explainer videos can help to persuade potential customers to take action. This action may be to buy a product, sign up for a service, or request more information. In addition, explainer videos can be used to target specific audiences.

    For example, an explainer video designed for a younger audience may use animation and bright colors, while an explainer video designed for an older audience may use live-action footage and speak more formally. Businesses can use explainer videos to reach a wider range of potential customers by catering to different audiences.

    Finally, explainer videos can help to improve SEO. Search engines value video content, particularly if the video is embedded on a website. By creating informative and engaging explainer videos, businesses can help to improve their website’s search engine ranking. This can result in more traffic to the website, which can lead to increased sales and revenue. Additionally, explainer videos can be shared on social media, which can further increase the reach of the video and its potential impact on the business.

    In conclusion, explainer videos are a powerful type of video marketing that businesses can use to educate their audience, improve conversion rates, and boost SEO. By creating informative and engaging videos, businesses can increase brand awareness and loyalty, reach a wider range of potential customers, and ultimately improve their bottom line.

    Testimonial Videos

    One of the most effective ways to build trust with potential customers is through testimonial videos. These videos feature satisfied customers talking about their positive experiences with a brand or product. Testimonial videos create an emotional connection and help to overcome any doubts or hesitations a prospect may have about purchasing a product or service. When creating a testimonial video, it is important to select customers who represent the target audience.

    This ensures that the video will resonate with the same type of people who are being targeted for the product or service. Another important aspect of testimonial videos is to make sure they are genuine and authentic. Customers who are overly rehearsed or just trying to sell the product may not be believable, and the video could do more harm than good. Instead, it is better to choose genuinely happy customers with the product and let them speak naturally about their experiences.

    In addition to building trust, testimonial videos can also be used to address common objections or questions that potential customers may have. The video can showcase how the product or service solved a specific problem for the customer, which can help convince other prospects with similar concerns. Overall, testimonial videos can be an extremely powerful tool in a marketer’s arsenal and can help to increase conversions and build long-term loyalty with customers.

    Live Videos

    Live videos are a powerful form of video marketing that encourage one-to-one engagement between the audience and the brand. Unlike pre-recorded videos, live videos allow brands to interact with their audience in real time, answering questions and addressing concerns as they arise. This interactive nature makes live videos particularly effective for product launches, Q&A sessions, webinars, and behind-the-scenes glimpses into the brand’s culture.

    Live videos also foster a sense of community among the audience, as viewers can interact with one another in the comments section and feel a sense of camaraderie with others who share their interests. Additionally, the sense of urgency that comes with live videos encourages viewers to tune in at the scheduled time, creating a buzz around the event and increasing the chances of the video going viral. Because live videos are often less scripted and more spontaneous than pre-recorded videos, they can give viewers a more authentic glimpse into the brand’s personality and culture, making them feel more connected to the brand overall.

    Overall, live videos are a highly effective and engaging form of video marketing that can help brands build stronger relationships with their audience and foster a sense of community around their products or services.

    Platforms for Video Marketing

    Social Media

    One of the most significant platforms for video marketing is social media. Social media has revolutionized the way businesses market their products and services by offering a platform where videos can be shared and marketed to a vast audience. With the rise of social media, video has become a crucial element in digital marketing campaigns. Businesses now use video content to promote their products or services, communicate with their customers, and demonstrate their brand identity. Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer businesses the opportunity to create, share, and distribute video content to their followers and target audiences.

    Facebook is the most popular social media platform for video marketing. With over 2 billion monthly active users, it offers businesses a vast potential audience to market their products or services. The platform provides multiple video formats, such as live video, 360-degree videos, and short-form video options. Facebook’s video ad formats include in-stream ads, carousel ads, and sponsored posts that can be precisely targeted to specific audiences based on age, location, interests, and behavior.

    Instagram is another platform ideal for video marketing. The destination of Instagram’s 1 billion active users, it offers businesses the opportunity to share short-form video content that tells their brand story. Instagram’s video ad formats include in-feed videos, stories, reels, and IGTV, which can be targeted to specific audiences based on location, age, interests, and behavior.

    Twitter is also an excellent platform for video marketing, offering businesses the opportunity to share and promote videos in-line with tweets. The platform’s video ad formats include promoted videos, which are videos enhanced with promoted tweets that appear in users’ feeds. Promoted videos can be targeted to specific audiences based on location, interests, and behavior.

    LinkedIn is ideal for B2B businesses and offers the opportunity to share professional videos that establish brand authority and communicate value. With over 700 million active users, the platform’s video ad formats include sponsored videos, which can be targeted based on job titles, industries, and company size, among other criteria.

    Social media platforms offer businesses the perfect opportunity to connect with their audience through videos. It is essential to assess each platform’s capabilities before creating video content to ensure the audience receives it correctly. The right platform selection results in higher engagement and conversion rates for businesses through video marketing.


    One of the most powerful tools for any marketer looking to reach an audience through video is the use of online platforms. With billions of monthly active users, YouTube has become a dominant force in the world of video marketing. Using YouTube as a platform allows businesses to host and distribute videos to a massive audience that is already familiar with the platform and its interface. This makes it easy for marketers to reach a broader audience and connect with potential customers worldwide. Additionally, YouTube offers a range of tools and features that make it easy for businesses to create optimized content that is accessible to their target audiences.

    One of the most significant advantages of using YouTube for video marketing is the platform’s search capabilities. YouTube is the second largest search engine worldwide, making it an excellent resource for businesses looking to reach a large audience. By using specific keywords and tags on their videos, businesses can increase their visibility and improve their chances of ranking high in search results. This allows businesses to connect with users who are actively searching for content related to their brand, products, or services.

    Another advantage of using YouTube is the ability to create branded channels. This allows businesses to establish a unique presence on the platform and showcase their products or services to potential customers. Branded channels can be customized with colors, logos, and other branding elements that help create a cohesive user experience. Additionally, businesses can use their channels to showcase their products or services, highlight their expertise, and connect with their target audience more meaningfully.

    As a platform, YouTube provides businesses with a range of metrics and analytics that allow them to measure the success of their video marketing campaigns. This information can be used to track views, engagement, and other critical indicators of success. Businesses can use this data to optimize their videos to improve their reach and impact and build a more engaged audience on the platform.

    Overall, YouTube offers a range of tools and features that make it an incredibly powerful platform for video marketing. With its massive audience and robust search capabilities, businesses can reach a broad audience and connect with potential customers in new and exciting ways. By using YouTube as a platform for their video marketing campaigns, businesses can increase their visibility, build their brand, and drive more sales and revenue.


    One of the most crucial aspects of video marketing is having a website that serves as a platform for displaying your content. A website serves as the virtual storefront for your brand, providing users with a central location to access all of your video content. When creating a website for video marketing, it is essential to ensure that it is optimized for user experience. A website that is easy to navigate and visually appealing will keep users engaged for longer periods, which can ultimately lead to increased conversions and higher retention rates.

    Furthermore, creating a website that is mobile-friendly is essential as more and more people are consuming content on their mobile devices. Responsive design elements can help ensure your website looks great across all devices. Another critical aspect of website optimization is search engine optimization (SEO). By optimizing your website for SEO, you can increase your visibility in search engine results pages and reach a wider audience. Techniques such as keyword research, backlinking, and optimizing meta descriptions can help improve your website’s ranking in search engine results pages.

    Finally, incorporating analytical tools into your website can provide you with valuable insights about user behavior and help you tailor your video marketing strategy to meet the needs of your audience better.


    One of the most crucial platforms for video marketing is email. Utilizing video content in emails makes it more engaging for the recipient and is more likely to be opened and shared. According to a study, marketers who incorporate video into their email campaigns achieve a 19% increase in open rates and a 50% increase in click-through rates. Including the word “video” in an email subject line also increases open rates by 19%.

    This shows that video content not only has the potential to capture the audience’s attention but can also lead to higher engagement rates. Furthermore, personalized videos in emails can make the recipient feel more valued and can lead to a deeper connection with the brand. Personalized videos have been found to increase click-through rates by 14% and conversion rates by 10%.

    When creating video content for email campaigns, keeping it short and sweet is essential. The average attention span for an email recipient is just 8 seconds. Therefore, the video needs to be attention-grabbing and deliver its message as quickly as possible. Animated explainer videos, product demos, and personalized messages are all great examples of effective video content for email campaigns. Including a clear call to action (CTA) at the end of the video can also help drive conversions.

    Another benefit of incorporating video into emails is that it can help to increase website traffic. Including a CTA that links to the brand’s website or a specific landing page can encourage the recipient to visit the website, resulting in increased web traffic and potentially higher conversions. Furthermore, videos hosted on the brand’s website can also help increase its SEO ranking. By optimizing the video’s title, description, and tags, it can appear higher in search engine results, leading to more visibility and engagement.

    In summary, video marketing in emails is an effective way to increase engagement rates, drive website traffic, and boost conversions. Marketers who incorporate video into their email campaigns can reap the benefits of higher open and click-through rates and increased website traffic and SEO ranking. Personalized videos, animated explainer videos, and product demos are all great examples of effective video content for email campaigns. However, keeping it short and sweet and including a clear CTA to drive conversions is crucial.

    Tips for Successful Video Marketing

    Know Your Audience

    Understanding your target audience is crucial for successful video marketing. Knowing your audience allows you to create content that resonates with them and meets their needs. Start by conducting market research to determine their demographic, psychographic, and behavioral profiles. Look at their age, gender, income, location, education, and lifestyle. Then, consider their interests, values, motivations, and challenges. This will help you create a video that addresses their pain points and provides solutions that are aligned with their values.

    Once you have this information, tailor your video content to their preferences. Choose a style, tone, and format that resonates with them and addresses their needs. For instance, targeting an older audience might be better to use a more informative tone and include plenty of statistics and data. But if you are targeting a younger audience, you might opt for a more interactive, engaging, and entertaining style.

    Keep it Short

    Short attention span is one of the challenges that video marketers face. In today’s fast-paced world, people are more likely to watch a video that is brief and straightforward. Researches indicate that videos that are under two minutes have higher engagement rates. Short videos capture people’s attention and keep them interested. Viewers start losing interest once a video goes past the two-minute mark, and engagement levels drop. It is essential to be brief when delivering a message through a video. Focus on the critical points and keep the video length appropriate for a viewer to watch from start to finish.

    Tell a Story

    One powerful way to connect with your target audience through video marketing is to tell a story. Storytelling has been an integral part of human culture since the beginning of time, and it still holds the same power today. By telling a story, you can create an emotional connection with your audience, which can make them more receptive to your message. A good story has a clear beginning, middle, and end, and it should be relatable to your target audience.

    You can use storytelling to illustrate how your product or service has helped other people in similar situations, creating a sense of trust and credibility. Additionally, you can use storytelling to showcase your brand’s personality and values, which can help you differentiate yourself from competitors. When creating a video story, it’s important to keep it simple and authentic. Your video should be relatable and resonate with your audience; avoid using industry jargon or technical terms that your audience may not understand.

    Finally, make sure your story has a call to action that encourages your audience to take the next step, such as visiting your website or making a purchase. By telling a story, you can create a powerful emotional connection with your audience, making them more likely to engage with your brand and take action.

    Include a Call-to-Action

    Including a Call-to-Action is a critical section of any video marketing campaign. Through a Call-to-Action, businesses can drive their viewers toward a desired outcome after watching the video, whether it’s to visit their website, fill out a form, subscribe to their channel, or sign up for their services. However, including a Call-to-Action alone is not enough – it must be compelling and aligned with the overall goal of the video.

    Starting with a clear objective is key to determining the appropriate Call-to-Action for the video. The offer should be relevant to the audience, and the wording should be action-oriented, concise, and urgent to encourage immediate action. It is also important to ensure that the Call-to-Action stands out in the video through voiceovers, on-screen text, or a button overlay. By including a well-crafted Call-to-Action, businesses can transform passive viewers into active customers and achieve their desired goals.

    Measure Success

    Measuring the success of a video marketing campaign’s success is crucial for identifying improvement areas and determining the return on investment. One of the most effective ways to measure success is by analyzing the engagement metrics. These metrics include the number of views, the average watch time, and the number of likes, comments, and shares. A high number of views and long watch time suggests the video has captured the audience’s attention, while a high number of likes, comments, and shares indicates the video has resonated with the audience.

    Another essential metric to analyze is conversion rate. Conversion rate measures how many viewers took a specific action, such as making a purchase or filling out a contact form, after viewing the video. A high conversion rate means the video has convinced viewers to act. Additionally, tracking the traffic source of viewers can help determine which channels are performing well and which need improvement.

    Engagement and conversion metrics are helpful for the short-term success of a video marketing campaign, but analyzing long-term success is equally important. Tracking the retention rate over time can inform which videos have a lasting impact on the audience and which videos may need to be improved or replaced. Additionally, analyzing the lifetime value of a customer gained through the video campaign can determine the long-term value and profitability of the campaign.

    Finally, it is essential to consider the brand’s overall marketing objectives when measuring the success of a video campaign. Some objectives may include increasing brand awareness, generating leads, or increasing sales. By aligning the video campaign’s goals with the brand’s overall objectives, it becomes easier to determine if the campaign was successful.


    Video marketing is a highly effective way to reach your audience and establish a connection with them. By using videos, you can create a personal and emotional connection that is not possible with other forms of marketing. It allows you to tell a story, demonstrate a product, or show your brand’s personality in a way that will captivate and engage your audience. Videos are also highly shareable, which means they can reach a wider audience than other forms of marketing. They can be shared on social media platforms, websites, and through email campaigns, making them an essential tool for any business looking to grow its audience.

    Furthermore, videos can be used to establish your brand as an expert in your field. By creating informative and educational videos, you can position yourself as a thought leader and build trust and credibility with your audience. Additionally, videos can be used throughout the buyer’s journey, from awareness to consideration to decision-making. For example, a video testimonial from a satisfied customer can be used to convince a prospective customer to make a purchase. Overall, video marketing is a powerful tool that should not be overlooked by businesses looking to grow and engage their audience.

    Future of Video Marketing

    With the ongoing advancement of technology, the future of video marketing continues to evolve. In the coming years, the development of virtual and augmented reality technology will further revolutionize video marketing by allowing marketers to create interactive and immersive experiences for their audience. Furthermore, the rise of artificial intelligence and machine learning is also expected to have a significant impact on video marketing by providing marketers with new ways to analyze and understand their audience and optimize video content accordingly.

    Personalization of video content, which is already becoming more prevalent, will continue to be an important trend in the future of video marketing as it allows brands to create more meaningful connections with their audience. Micro-moments, or real-time, intelligent engagement, will be another trend set to dominate the future of video marketing. As consumers become more impatient, marketers must be able to provide valuable information in the form of short, visually engaging videos.

    In addition, the future of video marketing will also see an increase in the use of live streaming. With the rise of social media platforms such as Facebook Live, Instagram Live, and YouTube Live, live streaming has become an increasingly popular way for brands to connect with their audience in real time. Video content created specifically for social media platforms will continue to be a major trend in the future of video marketing. Such content enables brands to reach a wider audience and increase engagement with their followers. The use of influencers and brand advocates in video marketing is also expected to become more prevalent in the future.

    Finally, the future of video marketing will rely heavily on data analytics. Brands that are able to analyze the metrics surrounding their video content successfully will be better equipped to refine their marketing strategies and increase their ROI. In the coming years, video marketing efforts will be more focused on delivering less sales-oriented and value-driven content, designed to engage and inform the viewer without pushing a blatant sales pitch.

    In conclusion, the future of video marketing is exciting. The industry is poised for significant growth in the coming years, driven by the rise of new technologies and the increasing demand for personalized and engaging content. As video marketing continues to evolve, it will become more sophisticated, data-driven, and relevant to a brand’s target audience, leading to more effective and efficient marketing strategies.

    Video Marketing – FAQs

    1. What makes video marketing such a powerful tool?

    Video marketing is powerful because it combines visual and auditory elements to create a persuasive message. It can also evoke emotions in the viewer, making it more memorable and engaging than other forms of content.

    2. How does video marketing increase brand awareness?

    Video marketing can increase brand awareness by creating easily shareable content on social media platforms. Viewers sharing the video exposes your brand to new audiences and can boost your visibility.

    3. How does video marketing increase conversion rates?

    Video marketing can increase conversion rates by providing a more engaging way to present a product or service. A well-executed video can showcase the benefits of your offering in a way that resonates with your target audience, leading to more conversions.

    4. How does video marketing help with customer retention?

    Video marketing can help with customer retention by providing valuable and informative content to your existing customers. Offering content that adds value to their experience can increase customer loyalty and encourage repeat business.

    5. How does video marketing personalize the brand experience for customers?

    Video marketing can personalize the brand experience for customers by creating content that speaks directly to their needs and pain points. By using storytelling and relatable scenarios, you can create an emotional connection with your audience and establish a stronger brand presence.

    6. How can video marketing improve SEO?

    Video marketing can improve SEO by increasing time spent on your website and decreasing bounce rates. Creating high-quality video content that keeps viewers engaged can improve your website’s metrics and signal to search engines that your site is valuable and relevant.

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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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