It’s becoming more and more difficult to stand out in the digital marketing world. It seems like everywhere you turn, there’s a Facebook ad here or a promoted Tweet there.

That being said, marketing best practices have always indicated that providing something new to customers is the clearest path to success. Give people a new way to engage, a unique form of media, or other exciting new feature and you’ve just unlocked a successful digital marketing strategy.

There is one trend in particular that all marketers should be aware of for its astounding potential to engage, excite, and convert customers: Video advertising. This medium’s ability to make an impact in current and future marketing endeavors is undeniable. Check this out:

projected U.S. digital ad spend

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We’ll discuss 5 reasons why you should prioritize this format in your content marketing strategy and how to optimize it to yield the best results.

It’s time you learned why 96% of B2B companies plan on using video content within the next year to boost ROI with better lead generation, greater brand awareness, and increased online engagement.

1. Boost the Bottom Line

The evidence keeps piling up that video content is more effective at converting customers and boosting sales revenue than traditional forms of content. In fact, 52% of marketers name video content as the type of media with the best ROI.

Incorporate video content across your marketing channels:

2. Improve Your Visibility Online

From an SEO standpoint, the search engines are in love with video content. There’s a reason Google acquired YouTube in 2006: There’s value in videos for people searching online.

There is a 53X greater likelihood you’ll show up on the first page of Google if your website has video content embedded directly within it. Part of this is also due to the fact that people spend on average of an extra two minutes on a website with video content. Longer dwell time means better for your SEO.

3. Tell the Whole Story

Your brand can often not be summed up in a single, static image. How about in a long-form video, though?

Digital marketers are increasingly turning to video for its storytelling capabilities and informative nature. The four most popular types of videos are explainers, product demos, how-tos, and testimonials. Just consider the 71% of customers that believe video explains a product better than other forms of content.

Use product demos on your website, produce branded videos for your social media channels, and incorporate each of these within emails for a more effective cross-platform marketing strategy.

4. Build Trust With Customers

By using video to explain more about your brand and product, you can encourage customers to relate more easily and build their confidence. There are 58% of consumers out there who believe a company with a product video is more trustworthy.

You can encourage even greater trust-building by partnering with influencers and incorporating them into your video content. YouTube influencers can drive a 4X greater lift in brand awareness and recall than other celebrities. Seek out YouTube influencers that pertain to your brand, establish a partnership, and have them star in your video ads in order to enhance consumer confidence.

5. Video Sharing Does the Legwork

If people enjoy something that they find on social media, they’ll often share it with others. Think of it like digital word-of-mouth. Similar to actual word-of-mouth, it can help your brand extend its reach without reaching each individual.

Considering that Facebook users watch over 8 billion videos each day and Snapchat users exceed even this to reach over 10 billion per day, it’s clear that video content is popular on social media. Even more powerful to note, Facebook engagement is highest on posts that include videos (13.9%) – more so than those with just photos (13.7%).

Facebook shares by video length

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Online users have made it clear that they’re the most incentivized to share video content above all else. 70% of people say they have already shared a brand’s video on their own or a friend’s social media. A whopping 97% of users say they’d be willing to share a company’s video ad with their social network, which means it only takes crafting the right content to get them to do so.

Create videos that resonate with your target audience. As with any form of digital advertising, it’s a matter of testing and dynamically optimizing your video ads in order to figure out what works best.


About Author

Rae is a Content Strategist at Taktical Digital, an award-winning performance marketing agency in NYC. When she's not optimizing landing pages, writing Facebook ad copy, or curating the company's weekly newsletters, Rae enjoys exploring the culinary scene of the city. Her other passions include learning Mandarin, traveling, cooking, and of course writing.