The importance of video

The importance of video

Video is everywhere, whether it’s on a website, Instagram, Facebook or YouTube. There is no escaping video, and if it isn’t, it should be a part of your marketing plan for 2019.

Here are some reasons why:

Video can boost conversions and sales

Facebook reported that users are more likely to engage and/or buy a product if a video is shown. With studies also showing that by adding a product video to a landing page, you could increase online conversions by 80%.

Builds trust

With the increasing popularity of YouTubers, who share their experience of a product or brand, video can be an incredibly powerful tool in building trust with your audience. By creating and sharing marketing videos which share and discuss your products in a conversational form, you can increase consumers confidence in you and your product or service.

A variety of formats

Videos in long or short Forman can be used in a variety of different ways when it comes to content marketing, they include:

  • Explainer videos
  • Vlogs (video blogs)
  • Interviews
  • How to’s
  • Reviews
  • Testimonials
  • Adverts
  • Live Streams

Return on Investment

Animoto’s Social Video Forecast suggests that 76.5% of marketers and small business owners see results when using video as part of their marketing strategy.

The Aberdeen Group also report that:

  • Video marketers get 66% more qualified leads per year.
  • AND achieve a 54% increase in brand awareness.


To add to the statistics above, Hubspot’s research shows that 45% of people watch an hour or more video per day.

With Google reporting that almost 50% of web users look or a video before visiting a store.

Google loves video

Thanks to AI and the use of closed captions, video content is becoming more and more searchable. AI can transcribe the audio of video with voice recognition. Plus, Google has announced the addition of video previews to video carousels in search results.

Whilst these stats are very impressive, it is important to make sure videos are done right, as bad videos can also put consumers off purchasing. When creating a video think about the following:

  • The tone of voice - many prefer an informal video to a professional sales pitch. This year expect to see more brands embrace authenticity over big budget productions.
  • Length of video - consider how long your video is, anything too long can lead the viewers to switch off.
  • Sound - not all video is watched with the sound turned on, 85% of Facebook video is watched without sound.
  • Don’t forget about social as a sharing platform - Instagram and Facebook live are growing in popularity, with Facebook having over 8 billion video views daily.