Content Marketing
Video Marketing

Evolve Your Content Strategy with Video Marketing

6 minute read

In the last 5 years, the use of video marketing campaigns has increased by 20%. Marketers worldwide are choosing it as the number one marketing tool to increase revenue and brand awareness.

Why is video marketing so important?

Video marketing is backed up by behavioral trends and behavioral trends are influenced mainly by social media. Think about the evolution of social media, from written text to pictures and now live videos such as TikTok. Social media gets us accustomed to interactive and short videos so we develop a new kind of behavioral predisposition.

We want information now and nicely packed.

Also, people have lower attention spans—some studies argue that we cannot pay attention to external factors for more than 8 seconds. Moreover, we tend to get busier with secondary but multiple tasks and struggle with the idea that a 24 hours day is not enough.

Do you feel overwhelmed?

Most likely your customers feel the same. The one marketing strategy to keep them interested and informed is through video content. Academic studies indicate that interactive videos tend to increase students’ attention span.

So think about your business as an online professor. How do you keep your students engaged?

Dynamic, fun, and relevant video content!

What can you gain from video marketing?

Promoting your brand through videos offers you flexibility on design, channel, and budget. Nowadays, there are plenty of mobile apps that offer you the possibility to create videos even while you’re on the go. Just imagine the below scenario as a quick way to use video marketing for raising brand awareness.

You are on the road to the office, on a beautiful day. Take your mobile phone out, film the moment you reach the door of your office so your business banner is noticeable, upload the video on social media and you have a 2 to 4 seconds video creating brand awareness and familiarity with your customers.

It’s easy to share that video on social media since Facebook and Instagram have incorporated video apps with automated posting features. Of course, video marketing is a bit more complex than that, but it brings so much value to your business. These are only a few benefits that video marketing brings to any business:

  • Builds customer trust in your brand
  • Increases ROI (return on investment) opportunities
  • Brings greater conversion rates from potential clients to actual clients
  • Increases CTR (click-through-rate)
  • Boosts your online presence
  • Offers you wider variety with online tools and formats such as Reels or Gifs
  • Increased backlinks for Google results
  • Facilitates tracking and measurement of audience engagement

Marketing strategies need to satisfy Google’s algorithms in order to be more visible and active on search engines. Google selects websites with videos and pushes further down those websites that don’t host videos. Besides, websites with videos get more backlinks and backlinks are a must-have for your website’s SEO. The greater the number of backlinks, the greater the chance for Google to place you on the top of the searching list.

Having videos on your website or social media channels also increases reach and engagement for mobile users. Since mobile use has increased over the past years, your videos will definitely be more reachable and shareable. Videos are 40 times more likely to be shared than text or images on social media. Moreover, social media is encouraging sharing trends be it via story or cross-channels, and videos are very easy to share. Have you ever shared a video on your personal social media? Did it get more reactions than a picture or simple text? The latest statistics show that video sharing on social media is at the top of the new digital strategies.

Pro Tip

When you’re on the road to the office, take your mobile phone out, film the moment you reach the door of your office so your business banner is noticeable, upload the video on social media and you have a 2 to 4 seconds video creating brand awareness and familiarity with your customers.

Develop your Video Marketing Strategy

1. Plan your budget

While social media platforms offer you quick video posting options, depending on your business complexity, you should allocate a part of your marketing budget to video creation. While filming videos doesn’t seem to be that difficult, the editing part can be a challenge for a non-tech person. Video editing should be of decent quality. Pay attention to the do’s and don’ts in video making.

2. Storytelling

While this is the go-to-phrase of any marketer, we cannot stop emphasizing the importance of it. What’s your business story? What’s your product story? Or better yet, change the story with a message. What are you trying to say to your audience?

3. Engage

The number one rule of any interaction with an audience is Hook’em up! Find your unique trait because you won’t have much time to convince your audience that you are amazing.

4. Keep it short

Remember the attention span talk? Videos used in marketing should be short and appealing. It’s better to let your audience want more than bore them. Marketing specialists argue that the best video duration is 2 minutes.

5. Give it a go

Before you publish your video, check it again for any flaws, badly written text, or lagging. When you publish it on social media, don’t forget about the hashtags (#). Publish it all over the place: your website, LinkedIn, Facebook, Instagram, TikTok, Google Business, everywhere.

6. Measure

After your video is up and running, you should check the data after at least two days. You need to look at audience engagement, clicks and shares, comments and reactions. Marketing is about improvement so use the previous video experience to create better future video content.


All in all, marketing your business should be about getting your personalized message across online channels to potential customers. It’s important to keep up with the online trends, but it is crucial to also enjoy your business.

Meet the Author

Diana Vasile, Head of SEO, inSegment

Meet Diana, inSegment's Head of SEO, dedicated to providing clients with performance-based SEO strategies – including on-page optimization, indexation and off-page optimization – developed for achieving high search engine rankings and for maximizing customer conversions.