You’ve probably heard and read it a thousand times: video is one of the most effective forms of marketing.

But, what does that mean, exactly? Why is video so important? And why should you invest more of your time in it than, say words, audio or other forms of imagery?

In truth, a successful digital marketing strategy will rely on all forms of content – not just video. The latter is simply a form of content marketing which is easily overlooked due to a misconception that it’s cumbersome, difficult to produce and ultimately more of a passion project than anything else.

That simply isn’t the case, and, in this blog, we’re going to explain exactly why.

Why is video better than picture?


It isn’t: both video and traditional photography and bespoke graphics are all incredibly impactful. They’re forms of content which have been used for decades to influence buying behaviour.

But, there is something about video. Whether you invest time in animation videos, live video or vlog-style ‘to-camera’ pieces, it stands a high chance of drawing in the right audience – and keeping them engaged.

There’s one good reason for this, and it’s what sometimes sets video apart from pictures and other forms of visual media.

It’s that ‘play’ button. As soon as people see it, they’ll probably click it. Furthermore, on some platforms, they don’t even need to, because the video will autoplay and suck them straight in.

That’s powerful.

Is video better than text?


Not necessarily. Like static images, text is just as capable as video when it comes to delivering a measurable return on a marketing campaign.

Video just has a bit more of an obvious place in modern day society. This is because humans are more likely to engage with video now that they have more devices on which to do so. It’s why services like TikTok and YouTube are so astronomically popular; you only need to pick up your smartphone to watch something that interests you.

The best marketing campaigns combine video and text. This can be done via a few methods:

  • a corresponding blog post for the video which introduces it and summarises the content;
  • a full transcript of the video (which can be easily produced automatically these days); or
  • on-screen captions, call-outs and lower thirds which add to the story or help those with hearing impairments.

If you can make text and video work in harmony, your marketing campaigns will be all the stronger for it.

How can I make my video interesting?


Firstly, don’t concentrate too much on the gear if you’re doing any form of video marketing internally. Spending big on fancy kit isn’t going to make a better video; it’s far better to get the professionals in if you want to add that extra layer of polish.

If you’re going down the DIY route, it’s far more important to focus on the one thing that’ll keep people engaged: the story.

We love stories, us humans, and great stories are behind every successful marketing campaign. With video, telling a story is relatively easy, but you do need to suss out the beginning, middle and end before committing anything to film.

You can do this by getting under the skin of your audience and working out what questions and challenges they have. Then, create a video which tells the story of how you can help change their lives for the better.

Why is video effective communication?

video content helps communicate


If you’ve got a specific message you need to convey, piece of advice you want to give or product you want to launch, video is probably the best vehicle for it.

Again, you’ll need to tell an engaging story to get that message across, but if you get it right, it’s one of the best ways to communicate with both existing and potential customers.

You can even use video to communicate with staff. For instance, if you’ve got a new policy, procedure of valuable piece of learning you want to share, why not shoot a quick five-minute video about it? It’ll stand far more chance of being read compared to a piece of paper nailed to the noticeboard.

How do you make a good marketing video?


Start with that story.

Sorry if we sound like a broken record here, but it really is so important. Draft it out from beginning to end and ensure more than one person has input on it.

Then, plan out the shots you’ll need for the video. Do you need a-roll (i.e. ‘to-camera’ pieces), or simply lots of b-roll of your products or services? A rudimentary shot list is all you need to get going.

Once you’re confident you have a story and an idea of the types of shots you’ll need – just start shooting! Holding back and planning too much won’t get anything done, so don’t be afraid to hit ‘record’ when you feel you’re ready.

Where should I use my marketing videos?


Good news: there are so many platforms on which to place your finished video marketing projects these days.

Even better news: they have all of the hosting you’ll need (usually, for free), and a ready-made audience into which you can tap.

For instance, you may simply want to turn to the reliable power and might of YouTube, or something like Vimeo (particularly useful if you want to embed the video on your website without sending people to recommended videos when it finishes).

Alternatively, you might want to opt for one of the more social, nascent platforms like TikTok. The best way to assess which is best for your video is to think about your audience. Where are they likely to be found?

Wrapping up
One of the best things about video when it comes to content marketing is that it’s incredibly fun to create.

It’s time consuming, yes, but the end result is likely to make its presence felt for quite some time. Just remember how important that storytelling element is, and don’t be afraid to simply hit ‘record’ when you’re ready to go. What’s the worst that can happen?