Video Marketing

Is Video Marketing the Future of Digital Marketing?

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In the last couple of years, video marketing has become a buzzword for digital marketers. Not only are more videos being produced, but people genuinely enjoy watching them too. On average, people watch online videos for 16 hours per week

It shows a massive shift in the consumption pattern — that’s an increase of 52% in the last two years. This booming popularity of videos opens up a world of opportunities for digital marketers


If you’re still not convinced about the power of video marketing, here are some facts and video marketing statistics that may change your mind.

Why All Marketers Should Leverage Video Marketing

Video content is the talk of the town, and there are multiple reasons for it. In this post, we take a look at the benefits businesses can receive from video marketing:

1. Users Pay More Attention to Video Content

When you are trying to promote a product online, you are contesting for users’ acquisition. Whether you want them to make a purchase or engage with your posts, you need to be able to capture their attention.

That’s where video content wins.

When compared to other forms of content, including photos and infographics, users consume video more thoroughly. According to a study by HubSpot, many users skim through written and audio content. To get someone’s undivided attention, producing video content is your best bet.


(Image: Hubspot)

2. Video Marketing Gives a Good ROI

It’s true that video marketing requires effort. You need to shoot videos, edit them, and then distribute them across social media channels.

If you’re not well-versed with the production and editing process, you may need to invest in specialised tools. Alternatively, you may even outsource the work to a professional.

Either way, it's an investment — whether of time or money — on your behalf.

So, it’s natural to wonder whether video marketing is worth the effort. Well, a majority of marketers who have used this strategy, answer in the affirmative.

According to a recent study on Hubspot, 88% of marketers were satisfied with the ROI that they got from video marketing on social media.

Wait, there’s more.

The previously cited study from Wyzowl has more details on ROI from video marketing.

Check out what video marketers have to say about the impact of traffic, sales, and lead generation from video:

  • 87% of marketers said that videos boosted their website traffic.

  • 80% of marketers revealed that their sales increased because of videos.

  • 83% of marketers admitted that they generated new leads through video marketing.

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3. Videos Are Likely to Dominate the Internet

Did you know that videos are predicted to form 80% of Internet traffic by 2021? The same study also predicts that the world will have almost 1.9 billion video users by then.

These statistics make it clear that videos are here to stay.

If you want to captivate your audience online, producing video content is crucial. Since there is a big push towards video content, it’s a good strategy to want to ride the wave.

Not sure what kind of videos to make?

Regardless of your industry and organisation size, here are some types of videos that you can make:

  • Live videos: Engage with your audience in real-time through live videos. You can create such videos on most popular social media platforms, including Instagram, Facebook, YouTube, and Twitter.

  • Explainer videos: Just as the name suggests, these videos explain to viewers how a particular product or service works. Explainer videos also play a vital role in sales and generating more leads.

  • Behind-the-scenes videos: Introduce your team to your audience and give them an insider’s view on what goes on behind the scenes at your office.

  • Tutorials or demo videos: Showcase all your product features and give your audience a glimpse into what it is like to use your product or service. Make sure you highlight your unique point of difference well.

  • Unboxing videos: Flaunt your product packaging and give your audience a better feel of your product with unboxing videos.

  • Event videos: Give your audience a sneak-peek of a product launch, celebration party, or any other offline event.

  • Expert interview videos: Invite an expert in your niche to start a conversation around your brand values or any social cause that you want to promote. It’s a great way to attract new audiences. Don’t forget to work on making your online meetings efficient.

  • Influencer videos: Work with an influencer to amplify your reach and boost your engagement rate. You can collaborate with them for tutorials, contests, live videos, and more.

4. Search Engines Favour Video Content

You’ve heard that writing engaging content can help you rank higher in the SERPs, right? While that’s still true, you don’t have to limit yourself to text-based content anymore.

Videos can get you to the front page of Google as well.

For instance, let’s type the keyword, “cake recipe” on Google. As you can see in the screenshot below, the first strip below the search results features videos.


That’s why videos are crucial for SEO, and the success of your digital marketing strategy.

It’s also important to note that YouTube is the second largest search engine after Google. That presents many opportunities to boost your online visibility.

To get your YouTube videos ranked on Google, here are some tips that you can follow:

  • Use an attractive image for your thumbnail or create a unique YouTube thumbnail

  • Include keywords in your video title

  • Use a relevant keyword in the name of your video file

  • Work in the keywords naturally in the video description

  • Add timestamps to your video description

5. Videos Can Influence Purchase Decisions

For most marketers, the end goal – directly or indirectly – is to drive their prospects to purchase their products. To make a sale, you need to know how to influence a user’s purchase decisions.

Maybe they have some concerns that need to be resolved? Or they are unsure of how to use your product? Whatever their questions are, you can sort them out with videos!

In fact, Google conducted various studies to understand how videos impact shopping behaviour. Here are the findings that they published in an article from 2019:

  • 55% of worldwide shoppers globally use video while in-person shopping

  • More than 50% of shoppers revealed that online videos helped them in deciding which brand or product they should buy from.

Another study from Google found out that this trend continues even during the holiday season. The findings concluded that:

  • Over 60% of shoppers said that online videos gave them inspiration or ideas to make a purchase

  • 90% of shoppers said they discovered new brands and products through YouTube

Videos can help you reach online shoppers as well as in-store ones who are yet to decide if they want to make a purchase.

You can get the best of worlds, really!

When they are confused between two brands or products, videos can serve as a tie-breaker.


Video marketing is hot right now and will be in the next decade. If you want to stay ahead of the curve, it’s time to pull up your socks and get started with video marketing.

More leads, sales, traffic, revenue – videos can help you get it all. Are you ready to get started with video marketing?

About the author: Yash Chawlani is a Digital Marketing Specialist who has gained significant experience working as a freelancer for Industry regulars. He specialises in SEO, Link Building, Social Media Optimisation, and helps brands and businesses out there with his top-notch content strategies. You can connect with him on LinkedIn and Twitter.

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