​Why Your Business Needs Video

by andrew on Monday, 13th August 2018

Getting started with video

Nothing captures the attention of your audience quite like video. Find out below how and why your business should be using video to maximum effect.

"Almost 50% of web users look for a video before visiting a store" - Google.

Video is a great way to engage with your customers, build your brand and drive sales across multiple platforms. Check out these amazing stats if you have any doubts!

11 Amazing Video Marketing Stats:

#1 "92% of mobile video consumers share videos with others" - RendrFx

#2 "90% of users say that product videos are helpful in the decision process" - Hubspot

#3 "Social video generates 1200% more shares than text and images combined" - SmallBizTrends

#4 "Video posts on Facebook have 135% greater organic reach than photo posts" - Social Media Today

#5 "Including a video on a landing page can increase conversion rates by 80%" - Unbounce

#6 "After watching a video, 64% of users are more likely to buy a product online" - Hubspot

#7 "Companies using video enjoy 41% more web traffic from search than non-users" - SmallBizTrends

#8 "59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video" - Digital Information World

#9 "Video in an email leads to 200-300% increase in click-through rate" - Hubspot

#10 "Top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%)" - Curata

#11 "A whopping 80% of users recall a video ad they viewed in the past 30 days" - Hubspot


Including video in your marketing arsenal is a no-brainer. The key issue is implementation and how to involve video in the key stages of the marketing funnel. Whats a marketing funnel I hear you ask! A simple marketing funnel features awareness, consideration and then decision.

You need to attract your customer, educate them and then convert them. Video helps in all these stages whether you a producing a top level commercial/corporate video, social or testimonial video or product demos/guides.

Fortunately, content creators are not short of options with plenty of choice to explore what works best on the platforms you are using.

"79% of consumers prefer watching video to reading about a product" - Wyzowl

Level 1 - Awareness

At the top of any list should be your top level video, traditionally this would be the corporate video, now often referred to as a brand film. The aim is to capture your audience’s attention, make an emotional connection. Bold, well produced brand films work well, the focus doesn't literally have to be on you, but it could be the values you share with your target audience. This could be split into multiple brand videos that would work well on social media.

Google loves video, YouTube is the second most popular search engine but don't forget Facebook and Instagram. Engaging with your audience on their favourite platforms is key to building trust and brand awareness. Don't be too in your face with sales messages on social platforms, the aim is to engage. The last thing anybody wants to see is BUY ME BUY ME. Producing relevant, entertaining, inspiring content will be important. This will all link back to your businesses values and sector of expertise.

85% of businesses using Instagram video said that Instagram video was an effective marketing tool - Wyzowl

A big mistake that many businesses make is that they never follow through with the next stage, level 2.

Level 2 - Consideration

"Including a video on a landing page can increase conversion rates by 80%" - Unbounce

So you have captured attention - like a trade exhibition, this is meaningless unless you follow up with your audience.

Educate your target audience on how you differ to your competition, why should people buy from you? More specific product videos, case studies and social influencer content would work well.

Level 3 - Decision

"After watching a video, 64% of users are more likely to buy a product online" - Hubspot

By now your customer is invested, help them to make the choice to use your product or service. Instructional how to and FAQ videos work and also rank very well in search engines. By level 3 you will want to be more specific, demonstrating the capabilities of your product or service.

97% of businesses said that their explainer video has helped increase user understanding of their product or service - Wyzowl

Tips and Tricks

- If you have an event coming up why not live stream important moments on Facebook Live or another platform.

- Documenting moments throughout the day on Instagram Stories is a great way to show bitesize moments or emotion from an event to inspire people to get involved.

- Upload videos directly to Facebook versus sharing videos from YouTube to boost organic reach. Each platform should be respected for its own merits and community.

- Have a bunch of products? Create a separate video for each one to help your customers find want they want. Demonstrate the specific benefits, features and specs.

- Include video content in your email campaigns, remember according to Hubspot "Video in an email leads to 200-300% increase in click-through rate". Don't forget to use the word 'video' in your subject line.


Video is a valuable part of the content strategy whether small business or global giant. Creating a true marketing funnel ensures you have a path for your audience to follow through to a purchase or brand investment. Following these steps through will deliver you a successful campaign to power the growth of your business, shortcutting could however result in poor ROI. Well produced content does not have to break the budget but knowing where to put your coin for maximum exposure is key. Video production through an agency provides all the same benefits as a regular video provider but with the added experience and knowledge in how to sell your product or service - simply looking pretty won't cut it.

Contact us today for more information on how we can help you. Click here: http://video.objective1.co.uk/

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