Before Facebook and Instagram, YouTube came on the scene in 2005. And that was the beginning of video marketing.

Fast forward to present day. According to Wistia’s 2024 State of Video Report, 93% of today’s businesses consider videos an important part of their marketing strategy. Since the pandemic of 2020, video marketing became the go-to for grabbing attention with visually engaging content that’s easy to digest. If your business hasn’t jumped on the bandwagon, it might be time to get the cameras rolling. 

Building your video strategy: The why and the how
Not only are videos a great way to showcase your product and services, they’re also valuable for SEO. You can use them in a variety of ways and today’s audiences love them. If you’re just beginning to incorporate videos into your content marketing, keep the following tips in mind:

Speak up…or don’t.  According to Wistia, 22% of videos are less than a minute in length, 25% are five-30 minutes and less than 7% are 60 seconds. So does length matter? If really depends on what you have to say. The bottom line? Say something.

Know your audience. Don’t make your audience have to work hard to find and watch your videos. Wistia reports that LinkedIn is the favorite social channel for sharing videos, chosen by 43% of businesses. But YouTube isn’t far behind, with 40% of companies posting their video content there. When conceptualizing your video, think about where it will live by considering your demographic and where they’re hanging out online.

Keep them tuned in. Buyers are tuning in, but to keep them watching, you need to tick the boxes by consistently offering content that’s useful, engaging and interesting. In fact, to keep viewers engaged, 19% of marketers break up long-form videos into chapters. What can you do?

And ultimately, drive conversions. How are you turning viewers into leads? Don’t leave your audience hanging. Whether you want them to fill out a form, download a whitepaper or make a purchase, a clear CTA is a non-negotiable element in every marketing video.

Let videos play a leading role in your marketing strategy
Ready to bring your content to life? The optimal video format depends on your goals, your products and where your prospects are in the sales funnel. Here’s some guidance to choose the right video style.

And if you don’t think you have enough time for marketing video creation, we can help point you in the right direction