Why Video is Dominating Marketing Today

Video is dominating marketing today. No longer does a brand have to spend thousands, if not millions of dollars on a TV commercial to use video in their advertising strategy. Video has become accessible to the everyday brand and has taken over the marketing landscape. Let’s look at the reasons why.


It starts with social media.


89% of businesses have reported using video as a central piece of their content marketing strategy, while 83% reported that video content is becoming more important to them. For this to be true, there has to be a revolution coming to the advertising scene. That revolution has been coming in the form of a platform for video and advertising to be used simultaneously. That platform is social media.


Facebook, Instagram, and Twitter are one-stop-shops for video and advertising. Nearly all businesses are using Facebook and Instagram for advertising. Even Twitter has become a platform for video, with 76% of businesses tweeting video content. Businesses no longer have to make content and advertise it on multiple unique mediums. They can create content, advertise, and track analytics all on social media. This has changed the way the game is played.


Video converts better, and marketers believe it.


Before you even look at the statistics behind video’s conversion, consider the fact that 59% of marketers believe that video converts better than ANY other kind of content. That number is astounding. Nearly 60% of professional marketers believe video is the top-performing mode of content that their brand utilizes. And they are right.


Social users are more likely to watch a video than spend time looking at an image or reading a caption/blog. That means they are also more likely to be engaged with a video rather than a text or image. And finally, that means they are more likely to follow a call-of-action after watching a video rather than reading a text or viewing an image.


The result is that the majority of marketers are shifting their marketing budgets toward video. More and more video content will be produced because the professionals in the marketing and advertising industry believe in its capabilities. Don’t be left behind.


There are far more statistics to be analyzed in video content.


From watch time to conversion and view-through rate to views, advertising with video is analytically nuanced. After launching a video advertisement, a brand has numbers to review that tell them a story about the viewer experience that their video content has provided. These analytics allow marketers to improve upon content continuously, creating unique content that engages the viewer and converts social users into clientele.


Facebook advertising, YouTube Analytics, Google Ads, and Instagram promotions provide insightful tools that are unique to video. As a marketer, you are able to see if someone casually scrolling through Facebook or Instagram stopped at your video, whether they watched it all the way through or scrolled past, and whether they then decided to click on your website or ended up purchasing your product. These analytical measures are hard to pass up for brands and marketers alike.


With more and more money and resources being invested in video, it will continue to dominate the marketing landscape. As analytical tools become more nuanced, social media users’ tastes continue to evolve, and video and text/image conversions continue to diverge, video will become an even more vital tool to be used in the marketing world and beyond. Don’t fall behind.