Smarter Marketing Blog


Why Video Marketing is the New Black

Rather than ‘orange’ – when it comes to marketing/content creation, we hold that video is the new ‘black’.

For years now commentators have been ‘warning’ about the video revolution. Well, folks, that revolution has already been. It’s being said that at least 81% of businesses now use video content marketing.

Undoubtedly, video marketing is probably one of the newest additions to your marketing armoury and we’re wondering if any of you still have any doubts about its worth? For us, the answer is simple – yes it is worth it.

This post is not an effort to convince you to use video, rather, it is a) a list of items that you are missing out on if you’re not using video and b) a hat-tip to some current trends and c) a checklist of how to create great videos.

Think about it, vision is our most dominant sense and most information transmitted to our brain is visual.

I’m not using video marketing – so what?

Here are some of the reasons we feel that you should embrace video.

Video Boosts Conversions and Sales.

Add a video to your landing page or prepare an explainer video for a product/service.

Provides a Return on Investment.

Video shows a good ROI. Online video editing tools are constantly improving and becoming more affordable.

Video can Build Trust.

The whole concept of content marketing is based on trust and creating long-term relationships. So stop selling to them and let the people come to you by providing them with interesting and useful information.

Google Search Loves Video.

There has been a significant increase in how much videos affect your search engine rank especially since Google bought YouTube. A video also increases the time spent on your site by visitors.

Mobile Users also Love Video.

90% of consumers watch video on their mobile device. You can be sensitive to the personal experience a person has on their smartphone, for instance.

Video captures a larger audience.

Video works on many levels especially when you target not only to the eyes but also the ears of the potential client.

Social networks also encourage video content.

Think about what the social channels are developing their platforms for – 360 video, live video, stories etc., and YouTube is the 2nd most popular network in the world. Just remember, people share emotions, not facts.

Tip: also use your video in your online and email campaigns.

Here are six top considerations for using video.

  1. Storytelling is becoming more important than ever.
  2. The majority of people prefer video content to reading.
  3. Content quality is very important, the production quality is not as important.
  4. The adaptability of video is comprehensive e.g. animation, talking heads, actors, CGI etc.
  5. Video does need to be optimised for different channels.
  6. Live video streams are gaining in importance for business.

Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because of advances in technology but also because it’s easy to spread around the world.

If you are serious about content marketing, you must be serious about video, too.

As alluded to above, video has emerged as a powerful promotional tool for businesses to promote their wares in an exciting and engaging way. We produce video content for clients as part of an overall communications strategy rather than a stand-alone exercise.

The tools we use vary, but we keep coming back to the same two stalwarts for quick, professional and easy to use tools. They are Lumen5 and Flexclip.

Honestly, we could write a full post just naming the tools that are out there such as Magisto, Wideo, Emaze, Animaker, Adobe Spark etc. but we can stand over our two favourites as mentioned above (we have no commercial allegiance to either company). Our advice is to try them all and see what suits you or your objectives the best.

12 Types of Marketing Videos.

Tips for creating great marketing videos.

  • Your overall objective is to tell a story.
  • Make sure the introduction stands out.
  • Create a thought-provoking title.
  • Educate, inform or entertain your audience.
  • Do not focus on the product/service.
  • Do not be boring/statistical – provide some humour.
  • Make it mobile-friendly.
  • Use music if appropriate.
  • Think about SEO.
  • Include customer-generated content, if available.
  • Include a CTA (call to action) always.
  • Keep them short/pose questions.
  • Don’t be preoccupied with perfection.
  • Build hype around the launch.


81% of businesses use video as a marketing tool and a staggering 97% of marketers believe video has helped increase user understanding of their product or service.

If your digital marketing strategy doesn’t leverage the potential of video marketing, you are leaving a lot of money, conversions, and engagement on the table. Brands need videos to create awareness and boost engagement.

You don’t need the support of a production house to shoot a video. You can use easily available video making tools.

Not everyone has time to go through a 6 minute long blog post. But they can definitely watch an introductory and informative video lasting 1-2 minutes and be exposed to your brand.

“Thank you for reading our blog post today.

If you require any assistance with your video marketing including e-commerce websites or mobile apps do not hesitate to give us a call.

Cheers –  Aidan & Jim.

From time to time we send a heads-up email to advise publication of our smarter marketing blog post.

Would you like to be included and get free smarter marketing tips? – yes, please 


Leave a Reply

Your email address will not be published. Required fields are marked *