Why Video Is So Important In Marketing

14th Aug 2017

Why Video Is So Important In Marketing

The use of video in content marketing is booming. YouTube is now the second largest search engine on the web which means video should play an important role in any content marketing plan. From 360-degree videos to Facebook Live, marketers are responding to audiences' micro moments and shorter attention spans driven by the increased use of mobile devices. To grab attention, content needs to be engaging and interactive.

You can't ignore these facts from Matt Bowman of Thrive Internet Marketing:


  • Video will claim more than 80% of all web traffic by 2019
  • Embedding videos in landing pages can increase conversion rates by 80%
  • 90% of customers report that product videos help them make purchasing decisions
  • The use of video in marketing emails can increase click-through rates by 200-300%
  • According to YouTube, mobile video consumption grows by 100% every year
  • 59% of company decision makers would rather watch a video than read an article or blog


The importance of SEO should not be overlooked. Using video in content marketing will help to improve SEO. Adding a video to a website can 'increase the chance of a front page Google result by 53 times' according to Comscore.


Video provides an emotional connection to a brand and is an excellent way to educate and engage with an audience. Moving images are the most appealing format. Research has connected moving screen images to increased dopamine levels, which makes people feel positive and good.


The timeline below shows you just how far video has come in 60 years.




Video is so easy to share over social media, opening up massive viewing figures. Compared to text-based content, video is more measureable. Marketers can measure the number of times viewed, click-through rate, drop off points and more. If viewers are dropping off a 60-second video after 10 seconds, stakeholders will want to know why and review. Text-based content doesn't provide as much transparency. What and how much is actually consumed? Do they read a whole news article or blog? Are bits skipped? Is it shared?


Lastly, video isn't as expensive as it's believed to be. The location costs can push up costs considerably. And consider the viewing medium. Video watched on a mobile does not have to be 4K and using stock footage can be a cost effective option.

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