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Why You Should Be Using Video Marketing

Estimated reading time: 3 minutes

Unsurprisingly, video marketing has become one of the top marketing techniques chosen by brands and businesses for content and advertising. Research shows that in 2020, 92% of marketers say that video is an integral part of their marketing strategy. Since then, video has only grown in popularity and advancements for both the consumer and creator. With social platforms such as Tiktok and Instagram paving the way for video marketing, businesses are using modern technologies and updates to create intriguing, unique and interactive content.

Benefits of using video marketing


Search engines appreciate video content. As video is considered high-quality content, using video footage throughout web pages can improve visibility on search engines and increase traffic as long as the video is being optimised correctly. Correct keywords and a good Meta description can help to optimise the content and improve SEO.

Competitive edge

One of the largest benefits of video is the uniqueness that comes with it. Most web pages on the internet use the same standard imagery for their content, but video marketing is an original alternative that can set your site apart from competitors. Videos can include personalised fonts, transitions, UGC footage or branding.

Trustworthy content

There’s certain reliability that video possesses that images lack. Not only is video marketing approved by search engines but it also shows a touch of passion from the brand or business itself. This content is typically originally made by the marketing team and might include features such as live coverage, interviews, human interaction, testimonials and authenticity.

Higher engagement

It’s been found that video generates 1200% more shares than both images and text, resulting in what every business is looking for. Higher engagement. Since the revolution of short videos through Instagram, Twitter and Tiktok, video marketing has fit into the needs of the modern-day customer. These short videos can be easily accessed through mobile devices and don’t require the reader to concentrate for long periods of time. They can then simply be shared through direct messaging or saved for future use. Video marketing is also more engaging as it is simply more interesting. The average user now searches on their mobile or through social media, so video marketing fits perfectly into this lifestyle.

Social media marketing

Social media and marketing come hand in hand, and nowadays, you can’t create a marketing strategy without implementing some sort of social media plan. Social platforms are one of the main reasons for video’s rapid growth as this is the place where brands and businesses are beginning their video journey. Brands are now using apps such as Tiktok to truly expand their reach and engage with customers on a new level. Videos created might include viral trends, advertisements, live shopping, influencer collaborations, humour or interactive features.

The future of video marketing

Video has been consumers’ favourite method of content for some time now, but with constant trends and advancements, marketers are always finding unique ways to connect, advertise and entertain. From 30-second videos on TikTok and Instagram Reels to influencer ads, the possibilities for the future are endless. The next few years will see even more brands including video in their marketing strategies, whether that’s through socials or online websites, this content will be used for recruitment, live streaming, webinars, customer support and conferences and trial services.

Annie is imaginaire's Digital Marketing Executive and covers topics such as social media, web design, SEO and content.

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