Why video should be part of your marketing strategy

Video nowadays is a super-important part of any marketing strategy. People are watching more videos than ever before, for all sorts of reasons. Brands that embrace video can significantly increase their visibility, engagement, and reach.

But video isn’t just for YouTube. It can be used across multiple platforms, making it one of the most versatile and impactful tools available to marketers today.

The growing importance of video in marketing

Attention spans are decreasing, and people are less likely to spend time reading long passages of text. Video provides a dynamic, engaging way to deliver messages quickly and effectively – helping brands get and hold the attention of their audience.

That’s why video content dominates online interactions. Social media platforms prioritise it, emails with embedded videos generate higher engagement, and websites with video see increased conversion rates.

Beyond performance metrics, video also builds stronger connections with audiences. It simplifies complex ideas, captures attention quickly, and makes brand messaging more memorable.

Integrating video across different platforms

To maximise impact, video should be woven into multiple touchpoints:

• Social media – short-form videos on platforms like Instagram, LinkedIn, and TikTok can drive engagement and shares.
• Email marketing – incorporating video into email campaigns boosts click-through rates and helps deliver messages more effectively.
• Lead generation – using video in landing pages, case studies, and product demos can improve conversions.
• Websites – explainer videos, testimonials, and interactive content help visitors engage with your brand.
• Events and webinars – live and recorded videos extend event reach and keep audiences engaged.

By adapting video for different platforms, businesses can create a consistent, engaging presence that increases brand awareness.

Getting started with video marketing

For an effective video strategy, consider taking these key steps:

1. Define your objectives
   Determine what you want video to achieve – whether it’s increasing brand awareness, driving sales, or educating customers.

2. Hook your audience from the start
   With so much content competing for attention, the first few seconds of a video are crucial. A strong hook – whether it’s an intriguing question, a bold statement, or eye-catching visuals – can make the difference between someone watching or moving on.

3. Optimise for each platform
   Different platforms require different formats. A short, attention-grabbing clip might work best for social media, while a detailed product demo could be ideal for a website or email campaign.

4. Keep it engaging
   Clear messaging and strong storytelling help maintain viewer interest. The more compelling the content, the more likely it is to drive action.

5. Measure and refine
   Track performance metrics like watch time, engagement, and conversions. Use these insights to fine-tune your approach.

Make video a key part of your strategy

As video continues to dominate digital marketing, businesses that embrace it will stand out. Start by experimenting with different formats, see what resonates, and build from there.

Don’t get left behind – video is the way forward

Now’s the perfect time to integrate video into your marketing strategy – because if aren’t using it, you can bet your competitors are.