Why Video Marketing Is A Must for Your Business

Video is a vital tool for marketing and growing your business. Find out why video marketing is so powerful and the most common types of videos to relay your message!

September 9, 2019

This post was updated in August 2022 to reflect current information. 

How many videos do you think you’ve watched over the past week? Consider everything from YouTube how-to videos, a (supposedly) easy Pinterest recipe, or the never-ending stream of content on your TikTok for you page (FYP). 

If you’re unsure how to calculate it quickly, don’t worry. Let’s say you’re the average American. With video production and demand at an all-time high, the average person is expected to spend over 100 minutes a day watching videos. That’s almost 12 hours a week! 

Wouldn’t it be nice if they spent some of that time paying attention to you? This is why video marketing is so powerful, especially for small businesses trying to build Brand awareness. 

Whether you welcome this type of creativity with arms flung wide open or embrace it as much as you would a pillow made of porcupine needles, it’s time to put video marketing to use. 

Not sure where to start? We can help.

Why is Video so Dang Popular?

Images attract the eye. Most people would much rather look at colorful objects than stationary black and white text. Let us show you.

Which of these two “advertisements” is more likely to catch -- and keep -- your attention?

Most people would say the second. That’s because most people are visual learners. According to this statistic, 65% of people learn through visual content. Instructions can be difficult to comprehend on paper. A video showing how it’s done accompanying that same instruction makes it easier to understand.

Another commonly cited marketing fact is that viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text. Would you rather a potential customer remember almost everything about your message or be scrambling to remember the name of your company?

That’s why you should use video marketing.

So, What Is Video Marketing?

By definition, video is a digital recording of moving visual images. Video marketing, however, is video + strategy. 

There are several types of videos being used in B2B and B2C marketing. This isn’t just a list but a valuable starting point that can leverage an impressive ROI for your business! 

The following statistics can be seen in this study from Hubspot.

Brand Videos

This is where you make a positive first impression. Keep it so short and simple that “even a caveman can do it”...or understand what you’re all about—props to Geico for that genius tagline.

84% of consumers surveyed were convinced to buy a product or service after watching a Brand’s video.

It’s essential to be creative in relaying your messages. Animation isn’t always the best choice for professionals, but if it jives with your Brand, use it!

Explainer Videos

As mentioned above, explainer videos explain how to use your product and how it will make your customer’s life easier. This is extremely valuable information to the consumer! People won’t buy things they don’t understand.

That should be enough to start your Explainer Video fire.

Read about the three video categories here!

Product Video

Nothing promotes a product or service better than displaying it in all its glory to highlight its benefits. And it works. Roughly 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. Think of all the sales that could lead to! 

Here’s another thought; you can also highlight products that aren’t yours but could still be useful to your customers. This builds viewers’ trust and relays the message that you care about more than just your sale; you care enough about them to recommend something that you won’t profit from.

Company Culture Videos

People buy based on how you make them feel. Giving your brand a human side makes them feel good about purchasing from you and helps them make a more personal connection. 

Have fun with this one, and allow your staff to let loose a little. Examples range from non-boring virtual office tours to employee interviews modeled as ”a day in the life of….” 

You get the idea, I hope. If not, let us know. We’ve got plenty of ideas. 

Event Videos

People LOVE to be in the know. When you let them know, they like you. Remember MTV’s “Making the Video” series? They let people in on the entire process of your fave music videos. 

You can do that here too. Start filming before the event, get the meat of the event, and even capture some footage for the breakdown. Give watchers the inside scoop and make them feel special.

Testimonials and Product Review Videos

Admit it. You’re guilty of buying based on that 5-star scale. Most people are. That’s why you need testimonial videos! When other people rave about you, it creates interest, confidence, and excitement. 

Be sure your testimonial videos reflect enthusiasm for your business and genuineness. Believe it or not, consumers can sense forced emotion.


People may not take the time to read your very well-written blog post, which really stinks, because I know you put a lot of time and effort into it. But making an alternative way for them to enjoy all that hard work is the next best thing, right? You can either go all out and create videos that take the blog’s place; this is the true definition of a vlog, or simply use an online video tool to create a short introduction to your blog’s topic.

Creating videos to support blog content applies one of the principles that we hold dear at Electromagnetic Marketing.

When you create a high-value piece of content of any type, get as much value from that content as possible by presenting it in multiple formats.

Said another way, videos make great blog posts and blog posts make great videos. This helps you reach a larger audience and keeps you from doing the same work twice.

Videos on Social

People have a fear of missing out. That’s why most are strangely compelled to finish watching a Facebook Live video. And according to Facebook, their live streams get 10 times more engagement than regular videos. Don’t be scared. Live video isn’t that bad, and it helps keep your brand human. 

Instagram Reels and TikTok videos are another great way to reach your audience. You can use any of the above categories we mentioned on these platforms (explainer videos, product videos, culture videos, etc.) to create engaging, fun, and/or informative content. 

One More Reason to Love Video

Before we wrap this up, here’s one more fun fact. Using the word “video” in an email subject line boosts open rates by 19 percent. Half of the marketers who used video in email campaigns saw increased click-through rates, increased time spent reading the email, and increased sharing and forwarding. That’s a lot of increase.

See? It’s not just that video marketing is so powerful, but the word “video” itself can grab someone’s attention. And we all know the value of attention. 

Time to Jump on that Train

So, do you still need help stepping onto that train, or are you good? If you have information overload, just let us do all the heavy lifting. We’ll help you figure out a plan best suited for your business and can provide a full suite of video production solutions. 






Writer: Jamie Parris

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