Five reasons why video marketing is so important

October 22, 2020 by Aimee

With the average person set to spend more than an hour and a half a day watching online videos in 2021, there has never been a better time to invest in video marketing. Here are five more reasons why video can benefit your business during the next 12 months.

Educate and inform

The old adage that a picture can tell a thousand words rings true for many consumers who defer to visual content when attempting to gain a better understanding of a product or service. 97% of marketers believe that videos help to communicate the features and value of something to audiences, according to research by HubSpot.

Sales pitches in videos are unlikely to resonate though. Brands should instead attempt to provide added value by offering an in-depth, balanced review of a product, showing how it works and the best way to buy it.

Optimise for SEO

Google is all about serving high-quality content in search. Video fits neatly into this objective and will be readily consumed by viewers. Cisco forecasts that over 80% of all web traffic will consist of video by the end of next year.

To optimise your video for search so that it has a better chance of featuring near the top of rankings, you will need to include a meta description for SEO with the right mix of keywords and a detailed overview of what it is about. A strong title is also helpful.

Competitive edge

Videos are being deployed in content campaigns by 81% of all businesses, according to HubSpot. While written content is excellent for exploring certain subjects in detail, video usually has the edge for storytelling and delivering succinct and memorable messages.

If you fail to invest in some form of marketing, you may lose out to competitors that have a more mature approach to video marketing. Social media is also a hotly contested battleground where a viral clip can do wonders for awareness and engagement.

Live video

Video is also a space where brands are being more creative to reach audiences in new ways. Live video has emerged as another potentially important lever in the marketing toolset as it helps to build a sense of community by offering real-time interactions.

Cisco believes that live video will make up 13% of the web’s traffic in 2021, with Facebook, Instagram and Snapchat among the key drivers in this form of content consumption. In the continued absence of physical events, you could use live video for digital conferences and webinars. 


Nine in 10 consumers say that videos are a valued resource when attempting to make a decision about a purchase. Furthermore, 74% of people who get to see how a product works in a video then go on to buy it.

This highlights again how content that is customer-focused, rather than brand-related, can actually have a greater impact on sales. Videos on landing pages are particularly effective at converting customers who have clicked through from a link in an article or via a search engine.

Meanwhile, videos published on webpages should aim to increase metrics such as ‘time on page’, as keeping people around and engaged is usually more than enough to move them on to the next stage of the sales cycle.