Video Marketing: The Power of Videos in Marketing

4 min read

Marketing is the beating heart of every company. It plays a pivotal role in forming a stable relationship between a company and the outside world. As these relationships are important, we marketers must be watchful in choosing our strategies to build these relationships.

As we reflect upon the matter, here are some questions which will boost your marketing efforts.

  • Are your strategies effective in generating quality leads and improving customer engagement?
  • Users always expect you to offer the latest services and products. Well, would they pick you over others if your way of reaching out to them is outmoded?


This raises another question: ‘What makes your business unique and how can you attract more traffic?’

The answer to all these questions – VIDEO MARKETING.’

Yes, video is an excellent medium for targeting new customers and engaging your current customers.

What is Video Marketing?

Video marketing is a way of online marketing and advertising to promote brand awareness and gain leads with videos. The required information about a specific topic is recorded/shot/created, edited to perfection, and then embedded on websites or shared on social media.

As we know, the success of any marketing method relies solely on effective communication with the users. Unlike other traditional methods, video marketing effortlessly makes the communication much more engaging and powerful.

[su_quote]Marketing is no longer about the stuff that you make, but about the stories you tell. – Seth Godin[/su_quote]

Most marketers tell their stories through text/written form of communication. What if you could deliver the same message by creating a video? Would your users prefer reading an elaborate text or watching an engaging video?

The answer lies there! Before we get into the nitty-gritty, let’s understand what makes people choose videos.

Why people love videos?

A recent study on video marketing says ‘59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.

Let’s take a scenario:

You landed on ‘X’ website. When you scrolled through the site, you saw a pool of text and a video. Where would you go first?

I don’t need to answer, do I? When you find a video in place, your first choice would be ‘VIDEO.’

When a person reads a piece of content, they try to visualize and construct an image sequence mentally.

On the other hand, when watching a video, already 90 percent of the information transmitted to the brain is visual.

And. The best part about videos are, they attract a wide range of audiences. Even those who might not be interested or aware of your product/service get to learn and understand your value in a simple video. Which means you get more users. Bonus:)

Here is a simple workflow you can follow to record your videos effortlessly:

Before you begin to shoot a video, you need to determine the type of video you want to create. Chalk out your storyboard. And, don’t forget to keep the script ready for your video. Having a script in hand helps you follow a structure and spend less time editing your video. Then, share your videos with the world. Sharing your videos brings extensive exposure to your business.

How should video content be used to promote a brand?

For starters, post a video on your website. It is the fastest way to attract customers and improve engagement. The longer people stay on your website, the higher your conversion rate will be.

Then, you can introduce videos in your campaigns, advertisements, product training, self-service, and onboarding. Also, videos can be included in your sales pitch, brand awareness, product tips, etc.

Like many of your marketing efforts, video marketing is data-driven, so you need to measure the performance and track your customer engagement. Tracking helps in knowing what your users like, what they expect, where you can get more leads from, etc.

You can verify which post has got a good response – with reference to the number of views, clicks, completions, and shares. Based on the reports, you can figure out what is working and take extra precautions the next time you create a video.

[su_quote]About 85 percent of people say they’d like to see more videos from brands in 2018.[/su_quote]

The percentage of people expecting videos from a brand they like is reaching a new high.

Here are a few common videos that every business should use for better engagement and customer service.

How-to Videos

How-to video is the best option to offer your users/viewers when they want to know how to do stuff. These videos make your user journey easier. Most people decide to convert after watching a how-to video.

Thank You Videos

Thank you videos let your users know how much they mean to your business. Share your gratitude with a thank you video – for being a part of your success, for being a loyal customer, for referring a friend or when they appreciate your efforts.


Testimonials work efficiently in building your brand reputation and awareness through word of mouth (WOM) marketing. Customer testimonials are one of the dominant ways to support WOM. A single customer testimonial on the website can drive the visitors to build trust towards your brand.

Video Emails

Videos guarantee better open-rates and click-through rates. Because actionable visuals are more attractive and irresistible to click than the static content. By attaching a video, you can increase the chance of your email being read. It also cuts down the user’s time spent in reading. Add a relevant video link paired with some text, you will soon rejoice about your increased success rate.


A webinar has the capability to reach a bigger audience and helps you create business relationships. People who watch your webinar will be able to get to know you as a person and builds trust in your business. And, I say it’s essential for you as well as your audience to recognize your business as a person. Because people do business with people.

LinkedIn started heeding the visual trend and has brought its feed to life by introducing video ads. (Refer the screenshot below.)

Linked video marketing

With videos, you can charm and engage your audiences, including your entire professional network. These videos enable you to showcase your products and services, build brand awareness, and gain quality leads within your networking site.


Video communication is no longer just another option to choose from between mediums. It is soon becoming the norm as its easy, addictive and affordable. Video marketing is the only technique to make users feel connected and win in this competitive world.

Are you ready to start creating video content as part of your marketing strategy? Hippo Video is the perfect tool to craft outstanding marketing videos for your business.

Give it a try, you will not regret it.

If you have any tips or tricks for getting the most out of videos in marketing, leave a comment below! Also, be sure to follow us on Twitter for more updates.

Saketa is a Product Marketer at Hippo Video. She is an aficionado of video selling and an avid listener of true crime podcasts. On the flip side, she enjoys leisurely mornings and adventures.
Saketa Chilukuri

One Reply to “Video Marketing: The Power of Videos in Marketing”

  1. I really enjoyed this video marketing video. Its very interesting and useful information. How to write attractive content in video marketing,can you give me any tips for that?

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