01 Introduction to Video Marketing

Successful video marketing begins with a sound strategy. Discover how to captivate audiences and drive action through your video content.

Introduction to Video Marketing

Woman making a video on smartphone

Video is now a mainstay of our everyday lives. In the 2000s we witnessed the meteoric rise of YouTube and experienced the first of viral videos. The 2010s saw marketers finess their content plans to include amplification on social media, and video could no longer safely be left out of the mix.

But the year that was 2020 saw the absolute takeover of short-form video creation, and of course, the explosion of lockdown video memes. Heading into a new decade, in 2021 video content has never been more shareable or trends as fast moving as they are now. This is largely thanks to TikTok, as well as things like Instagram’s answer to the same format with Instagram Reels.

For marketing, video’s captivating combination of moving image and sound means it has the power to arrest the wandering eye, trigger real emotions, linger in our minds, and convey a strong message in an instant.

But as powerful as videos can be, you can’t just cobble together a few clips, post your creation on a social platform, and expect it to spin gold for your business. Video that works on TikTok won’t necessarily work on Instagram stories, and neither will necessarily work as a LinkedIn post. Successful videos begin with a sound video marketing strategy. If you have no idea what we mean by that, let’s take a deeper look.

Two friends working in a cafe

What is Video Marketing?

Video marketing is a clear and deliberate marketing approach that involves planning, creating and sharing videos to capture the attention of specific viewers and convert them into customers. The best video marketing strategy is one that also enables you to measure your audience’s response to each campaign, so you can refine your approach for maximum impact.

Benefits for Business

Developing a strong video marketing strategy is critical for any business. Since this is a well researched field, let’s take a look at some of the proven benefits of video marketing for businesses.

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Speak Their Language

Using video for marketing means that you’ll communicate with your potential customers in the language they respond to best. Research conducted by Hubspot found that 72% of people say they’d prefer to learn about a new product or service by watching a video than by reading text.
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Reach More People

With such a high percentage of people preferring video, taking the plunge into video marketing right now means that you’re bound to reach the majority of your target customers.
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Close Deals

When it comes to actually buying a product, the Video in Business Benchmark Report 2018 reveals that a whopping 90% of customers say that product videos help them make buying decisions, and 64% say that watching a video makes them more likely to buy.
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Increase Revenue

Another of the benefits of video marketing for business is simply more money in the bank. The Aberdeen Group has found that marketers who use video grow company revenue 49% faster each year than companies who aren’t using video for marketing.
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Drive Traffic

By now, we all know how important traffic is to our online presence. Well, according to the Aberdeen Group, another benefit of using video for marketing is that video users enjoy 41% more web traffic from searches than marketers who don’t use video.

These are just a few of the tangible and proven benefits of using video marketing for business. As more and more people turn to online video for entertainment, information, inspiration, and advice, it’s increasingly important for you to keep on top of evolving trends in video marketing so that your business can stay relevant and reap the benefits you deserve.

Getting the Most Out of This Guide

Train station video

At Envato, we have a huge amount of experience with video. From our cutting edge video templates and stock footage, available at Envato Market and Envato Elements, to our state-of-the-art Video Maker at Placeit we have thousands of tools and tons of know-how to help you create the best videos for your business.

That’s why we’ve put together this interactive video marketing guide to distil the knowledge we’ve accumulated over the years. It provides you with a comprehensive, easy-to-follow reference, divided into relevant topics for easy access.

Filming the Eiffel Tower in Paris

Whether you’re new to video marketing or exploring new ways of using video for marketing, in our video guide you will find everything you need to create the best video marketing strategy for your business: from setting objectives and developing a message that will resonate with your ideal client, to understanding how to create different types of videos — for events, tutorials, Instagram, etc. — and measuring the success of your video marketing approach.

Once you’ve bookmarked the guide, you can either read it consecutively, chapter by chapter, or jump to the section most relevant to you at the moment. Take your time to digest the material and enjoy your journey into the dynamic world of video marketing.