Video marketing describes the use of video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, Programmatic advertising, and more.
In this guide, we’ll help you understand the basics of video marketing and how it can benefit your brand. We’ll also introduce you to the Amazon Ads solutions that you can use to get started with your video marketing strategy.
Why is video marketing important?
The importance of video in marketing is widely acknowledged by marketers. Statista surveyed over 8,000 marketing leaders in June 2021 and found that pre-produced video was the leading digital consumer engagement tactic worldwide. Not only do 81% of respondents use pre-produced videos in their digital marketing, but another 13% said they are planning to use them. The next most-used tactic was livestream video, with 73% respondents currently using, and another 19% planning to do so.
One of the main reasons that video marketing is so important is that video is a popular medium among audiences. Two-thirds of consumers say they would rather watch a video to learn about a product or service than read about it. In the first half of 2021, video was the largest single source of Internet traffic worldwide—53.7%—with social a distant second at 12.7%. Marketers need to share their messages where and how consumers will see them.
Benefits of video marketing
1. Expand your potential audience
Video content can appear to consumers on any number of channels, whether they’re streaming movies, visiting a product page, or sharing social media posts—so you have potential viewers everywhere.
2. Capture viewers’ attention
Video content is a rich medium, offering motion, colors, music, and other sound, and can stand out against text and still images. Attracting attention can provide strategic benefits, such as helping customers discover your brand.
3. Create compelling content marketing
Video marketing doesn’t only mean ads—it can be a great way of offering valuable content that brings audiences in another way. BeaverCraft, a European manufacturer of wood-carving tools, discovered the power of content marketing when they offered content that taught viewers about wood carving, including educational YouTube videos. The educational content ended up driving more customer engagement and sales than the rest of their marketing channels, prompting them to create more—and ultimately increasing their sales. Creating video content that people want to see can- generate more organic traffic to your site and become a great tool in your SEO strategy.
4. Showcase your brand and products
Explainer videos can help you express your brand story and product benefits in ways that text and images alone may not. Creating videos that show your product in action can help shoppers see how they might use it. Video can also help you offer a behind-the-scenes look at your company to show instead of tell the story of what drives you as a brand.
Video marketing has become one of the most effective ways for businesses to connect with their audience, build trust, and increase engagement. From short-form social media videos to informative tutorials and brand stories, video content allows businesses to communicate their message in a more engaging and memorable way. As consumer preferences continue to shift toward visual content, having a strong video marketing strategy is no longer just an advantage—it is becoming essential for long-term digital growth.