5 Reasons Why Video Marketing is Important in the Digital World


By Patricia Knight

Video marketing is a huge commitment in the business world. Managers think that video is time-consuming, hard to track, and requires a lot of attention to detail. However, video marketing is a lot easier than everyone thinks and it can reap big rewards. 87% of businesses can use video as a marketing tool, according to Wyzowl. Video has been seen as a powerful asset to all consumers with 79% of people mentioned that a brand’s video has convinced them to use video creating app, like Snapchat for filters that a company is promoting. For example, Snapchat users use this social media app to try the len that makes your face look like a taco when Taco Bell is promoting their Doritos Loco tacos.


Video is now the present and the future, and it is absolutely necessary for every brand and company to be using video to its fullest potential. There are so many reasons why video marketing works, but here are five reasons why you and your brand should unambiguously be using video in your marketing strategy.  


1. Social Platforms Love Videos

48% of people said they will be most likely to share video content with their friends, ahead of any other type of content in their social media websites. That means if you want to make an impact on social, you’ll need to be posting videos. The social opportunities for video are growing every day, from posting on Facebook, Instagram, Twitter, and Linkedin to creating live videos, stories, and virtual reality. This flexibility allows you to pinpoint the exact content and distribution method that reaches your audience best.


In addition, video is much more engaging to social viewers than any other type of content. For example, Facebook notes that many of its users who post videos on their pages are a prompt discussion among their followers, as do all the posts that celebrities share in their Facebook pages. In fact, average live videos get six times as many interactions as regular videos. Incorporating video into your posts can drive higher engagement and interactions from a lot of people. In addition to Facebook, Instagram and Twitter videos are also automatically play in your newsfeed and it shows that making videos more eye-catching to followers than just text that we share in social media.

2. Mobile Viewers Love Video


A study recently released by Deloitte shows that Americans are commonly checking their smartphones about 8 billion times per day. Also, more than 75% of worldwide video viewing is mobile, according to JWPlayer. That means it’s required you to reach that giant mobile audience so that the video is the way to go.

“The growing range of content that’s available from on-demand services like YouTube, Netflix or Facebook Watch allows viewers to feel encouraged to watch more frequently on their smartphones and tablets while on the go,” according to Mobile Marketer. Readily available video content makes it easy for users to engage on social media, and the demand for fast content is rapidly growing. Therefore, big companies like Facebook Watch and Netflix are constantly adapting to meet the demands of their audience.

3. Video Commands More Attention

There are so many things in the world that are demanding a consumers attention — and there is only so much attention to go around. Because video uses both visual and aural stimuli, it dominates static advertisements in capturing audience attention. By catching your viewer’s eye, video can raise awareness and possible ROI.

For example, in a heat map study has done that tracking consumer eye movement and attention on the search page videos was shown to be particularly powerful in capturing eyeballs compared to static ads, even when these videos were not the first results according to an article on Moz.com.

On top of this, the average user spends 88% or more time on a website with video. So if you’re trying to use your website to make an impression, a video is a sure way to do it. You can easily track your website metrics by using Google Analytics.

4. Stronger Emotional Connections

According to Entrepreneur magazine, branding is the marketing practice of creating a name, symbol or design that identifies a product from other products.” Then, Emotional branding is creating an emotional connection to one company that separates it from the rest by creating brand loyalty over time.

It is those emotional connections that create higher ROI and audience engagement. According to Medium, 94% of respondents said they would be highly likely to recommend a brand they were emotionally engaged with. You can use video to reach the audience on an emotional level, while it’s also pushing your product or message.

For example, Green Buzz Agency produced “A Boy and His Dog,” which has shown how Cooper received a service dog to help him with his seizures caused by Dravet syndrome with the help of Make-A-Wish® Mid-Atlantic. By interviewing the parents to hear not only about the struggles of raising Cooper but also their gratitude for Finn, we gave the audience an inside perspective into Cooper and his family. Additionally, this video premiered at the annual Evening of Wishes Gala, helping Make-A-Wish Mid-Atlantic raise over $720,000 to help support local wishes.

While traditional marketing methods are expected by audiences, video is a new experience most of the time by everyone. Most people can still recall a video or commercial that made them laugh or cry, even if they saw it months or years ago. If making an emotional connection is the most effective method to get a consumer to take action, videos are the most powerful way available to deliver the message.

5. Video Drives Organic Traffic

82% of all consumer internet traffic will be from video by 2021. A brand is 53 times more likely to show up first on Google if you have a video embedded on your website, according to Moovly. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine ranking. But, 75% of people will never scroll past the first page on a Google search.

It’s important to put your keywords in your title, description, and in your actual video.

This will help Google rank your video on its relevance to what the user is searching for. Google Trends and Adwords are both helpful tools in generating keywords for your video. Remember to also include the keywords in your actual video, for example as narration at the beginning. Google has voice recognition software that picks up on the words that you’re actually using in your video and determines which keywords it should be ranking for.

You can get a good amount of traffic to your video. You made great content, now share it! You can do this by posting your video on Youtube, Facebook, Twitter, Instagram, and including it in any blog posts or pages on your website. Adding a call to action to your post may help others share it, too! You should also try to embed your video wherever you can, whether that is on an outside blog post or website.



All this is to say, if you’re not using video, you should learn how to use videos to attract your audiences. It is one of the most effective ways to reach viewers in this digital era, especially on mobile and social platforms. In the end, it makes the most impact and engagement on your viewers, and that will only help your bottom line. I think that video marketing will still have success in the digital world in the future.

Exciting Video Marketing Trends for 2018

By: Lysa Young-Bates

Increasingly, marketers are turning to total experience immersion, allowing consumers enticing opportunities to “step into” a brand’s adventure. Whether through fantastical experience or real-time video-based feedback, the ways companies produce and buyers consume is rapidly evolving, and video provides an experiential medium for meaningful brand-client interactions.

Projection Mapping
Only a few years ago, video projection mapping (a.k.a. spatial augmented reality) was primarily a playground for artists. However, brands are increasingly embracing this powerful medium for high-impact, breathtaking visual presentations. Unlike conventional flat projection, projection mapping turns any building or dimensional surface into a distortion-free canvas, combining motion graphics, animation, and 3D to re-contextualize a structure’s “built” geometry, creating fresh opportunities for massive visual scale and illusional interplay.

VR Video Marketing
Virtual Reality (VR) offers another rich-video experience where consumers can “participate” with brands. According to Marketing Tech News, “VR content has been found to elicit higher emotional and longer engagement than traditional 2D.” Further, Goldman Sachs anticipates that within the next decade, VR will bypass TV, generating revenue of $110 billion. Brands including Merrell, Adidas, Coca Cola, McDonalds, Volvo, TopShop, Patron, and the New York Times have incorporated VR into marketing campaigns, upping the ante on inspiration, engagement, and impact with their consumer-base.

360 Videos
The appeal of 360 video stems largely from consumers’ ability to control their perspective while viewing content. Google recently compared a 60-second 360 video ad against a standard format video of the same length. Neither ad was listed or promoted, appearing strictly via in-stream campaigns or through peer-to-peer shares. Also, both ads ended with the same measurable call-to-action. While full-watch view-through rate was lower on the 360 ad, it out-performed the standard video on overall view, shares, and subscribes. These metrics support 360 video’s benefits of immersion and engagement, increasing the “storytelling” quality of a video experience where customers can manipulate and interact within the view. Psychological studies further indicate that users’ affinity increases in situations where they feel greater control, offering compelling support for brands to consider meaningful ways they can incorporate this technology in their customer interactions.


Keys to Creating Compelling Social Video Content

keys to compelling social media video content 2015

By Danni Eickenhorst, UMSL Digital Adjunct Professor
keys to compelling social media video content 2015In today’s class, I discussed the keys of compelling video with my students at UMSL Digital. Too often, this knowledge stays internal at my company, Blank Page, or between just me and my students, so I wanted to stop and share the notes and takeaways I shared with them.
Video has always been an incredibly powerful medium. It allows you to show your business, your mission in action, your benefits and impact in a deeper way that will connect with your audience. In fact, in a recent survey, 52% of marketers claim their clients have seen the highest Return On Investment (ROI) through video, more than any other medium. Why, then is it just now taking off with marketers in a broader way?
The short answer: It’s hard.
Well… it’s harder than taking 3 minutes to create a quick infographic on Canva – or writing a short blog. But it shouldn’t be impossible. If you can create a strong piece of video content, studies show that consumers will have a better understanding of your brand

Be Brief

Adweek performed an audit of marketing videos that showed the average length of a video to be 2:54. Averagevideo length for marketing videos 2:54. Other studies have shown that you have 10 seconds on average to capture someone’s attention, and another 10 seconds where people are very likely to click away. As more videocontent comes to the forefront, this is likely to continue to shorten. Therefore, be mindful of how to capture someone’s attention in just seconds.

Two ways to capture your audience & keep them interested:

  • WIFFM: Tell them why they should care – quickly make an emotional hook that’s all about them and not your brand.
  • GRAPHIC & TEXT ON VIDEO: With the 2015 mega-rise of video, videos are autoplayed without sound. Capture their interest with a powerful text and graphic overlay.
  • BE STRATEGIC & TARGETED: Your video can’t and shouldn’t be for everyone. You need to hone in on their preferences, language, interests.
  • BE BRIGHT: Be creative, compelling, approach something traditional from a new angle. Watch this short video that transforms the old notion of a clothing catalog. It’s cute, it’s compelling, and it uses psychological principles to keep and capture our attention – pay special attention to the strategic pauses and “jerks” in the video.
  • CALL TO ACTION TEXT OVERLAY: Utilize the YouTube annotations to get more than just brand awareness from your videos – but to get people to your website to engage, purchase or learn more.

There’s nothing sadder than taking the time to create a gorgeous piece of video content, and not have anyone see it. Uploading to YouTube alone simply doesn’t do the trick. Consider real-world applications for the video – events, presentations. Then, upload videos to each social network individually. Facebook, Twitter, and others prefer and sometimes require you to do this – but they also reward you with a far greater level of visibility than if you fed it through a YouTube link. Create shortened teasers that link to the longer video when possible for use on channels with time constraints such as Twitter, Vine, and Instagram.
Email your video out to your mailing list. Did you know that using the word “Video” in the subject line of your emails will increase open rates by 19%, click-thru rates by up to 65%?



Review your metrics after release, draw conclusions that will help you connect with your audience in a stronger way next time.


As marketers, it’s our role to be invisible most of the time. When you’re working to get a testimonial, most especially, you are looking to focus your limited video time on really compelling quotes from outside sources (third party testimonials carry far more weight than brand promises). To preserve those testimonials and interviews, here are some tips for interviewing your subjects:

  • Encourage your interviewee not to look at camera, but to look at interviewer.
  • Interviewer should be invisible. Don’t overlap your talking over other person – remember to stifle your laughs too much. (More editing later)
  • Get more footage than you need.
  • Encourage your subject to answer questions completely, because you usually won’t include the interviewer’s questions in the final cut – so the answers should stand by themselves.

Looking for help with your video? We have some of the best videographers in the region at Blank Page Marketing for your smaller projects – and great larger video production partners like our friends at Pounds Media for projects that require next-level production techniques. We’d love to chat about your next project – or to help you find creative ways to revive and promote your existing video material!
About Danni Eickenhorst:
Danni Eickenhorst is an UMSL Digital Adjunct Professor. She is also a renowned inbound marketing expert and social media consultant, working at St. Louis marketing agency Blank Page Consulting.