Importance of Video Marketing in 2024

Video is a very popular content format and has generated a growing interest that appears to be here to stay. Because it is such an effective communication tool, its scope has grown significantly over the last few years.

Currently, Video is seen as an integral part of the Business Communication Strategy, with applications in areas as diverse as Marketing, Sales and Customer Support. In Marketing, its importance is increasing, especially within the scope of Social Media strategies.

What is Video Marketing?

We can say that doing Video Marketing is simply using video as part of marketing communication in companies. Video content simplifies the understanding of complex information and allows you to tell a story more dynamically and engagingly.

At an early stage in the Buying Journey, where the Buyer Persona has a problem, but does not yet know how to identify and resolve it, the video can appear as a valuable aid.

When integrated into a coherent Marketing Strategy, disseminating part of the video content will contribute to:

Increase user interaction with the brand;
Help identify and solve your problems;
Quickly inform about a product or service.

By combining video with other content formats already used in business communication, there is an increase in effectiveness in this communication. The message reaches users more easily and more interestingly, helping to create closer relationships.

With the evolution of video creation and dissemination platforms, it is now also more accessible to measure and monitor the performance of this content format. This data collection is vital for an effective Video Marketing strategy.

Why use video for Marketing?

The power of video is more noticeable the more complex the message you intend to convey. Explaining a concept, demonstrating a service or presenting a product through text is always more time-consuming and tedious. It requires some resilience from the reader to follow all the information described and does not always fulfil its function, due to possible interpretation problems.

Users can retain 95% of a video message and only 10% of text messages.

Source: Forbes

When the same information is transmitted on video, it becomes simpler to understand because it combines language with sound and image. On the other hand, the presence of the voice, or the human figure, helps to generate greater empathy and capture attention.

Benefits of using video for marketing

Depending on the strategy applied and the means through which videos are shared, we can group the advantages of Video Marketing into different aspects:

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Improved organic visibility of the website, as videos can be indexed;
Increased website traffic;
Increased average session time, even with short videos.

Email

Increase in the number of clicks, because people will want to see the video sent;
Reduction in unsubscriptions to newsletters, as the content is more appealing and interesting;
Increased conversion rate.

Social media

Publishing content in video format generates greater interaction. As there is more interest, there are more views, shares and likes.

Business

Video helps to influence business decisions. If, in a discovery phase, the user is informed without needing additional research, this will have an impact on their future purchasing decisions. The brand is associated with authority and effectiveness.

What types of videos can you create?

Video content can take on a multitude of types, depending on the objectives you want to achieve. These are just a few examples:

Brand videos, to publicize a brand;
Videos of Events / Webinars, to promote and share them;
Video interviews, with clients or experts in a certain area;
Educational or how-to videos, to teach how to do something;
Video customer testimonials to build brand authority;
Answers to customer questions in personalized videos, to strengthen relationships.

The essential thing is to know how to adjust the choice of the type of video, both to the recipients and the objective you are seeking. Creating a Video Marketing Strategy is important to align procedures within the company and choose the most effective type of video at any given time.

Still not convinced of the importance of video as a Marketing tool?

I leave you with some relevant statistics: