When was the last time you made a video about your products or services? If you can’t remember, then you might want to rethink your marketing strategy. In this day and age when consumers are flooded with information, video is one of the most powerful tools for keeping your brand top-of-mind.
Let’s say you want to buy a coffee maker, so you go online to learn more about it. Would you rather read lengthy blog posts and technical guides? Or watch a 10-minute video tutorial? Probably the second option.
Not only is video content engaging and easy to digest, but it also conveys more information than text or images. Plus, it allows consumers to see the product in action and visualize themselves using it.
Need one more reason to create video content? It’s become much easier to manage. If you use a website builder, you can upload and publish videos with just a few clicks. Some website builders also feature video editing tools, eliminating the need for third-party software for basic edits.
But makes video content so effective? And what does it take to create videos that help you sell? Keep reading to find out.
Quick Facts
- Video marketing boosts engagement, traffic, brand recognition, audience size, and conversions – more than any other form of media.
- 80% of consumers prefer to watch short videos to research products and services. (Wyzowl)
- 82% of marketers see increased website traffic from video. (Wyzowl)
- Video has the single biggest impact on landing page conversions. (HubSpot)
Keep reading for the full scoop!
Contents
Why Is Video Marketing So Powerful?
Video marketing is not a fad, but a powerful way to move customers further down the funnel. Think of all the product demos, unboxing videos, live streams, and other types of video content that guide shoppers at every touchpoint with a brand.
For example, a potential customer may watch explainer videos to learn more about your product, sign up for a demo, and search for video reviews. After the purchase, they’ll watch how-to videos to get detailed instructions, troubleshoot issues, or unlock hidden features.
In a 2024 Wyzowl survey, 98% of respondents said they learned about a product or service from explainer videos, and 87% reported making a purchase after watching a video. More than 80% told Wyzowl they’ve been convinced by a video to buy or download an app.
The company also asked about their preferred means to research a product or service.
Nearly 80% agreed they would most likely watch short videos, whereas only 9% would read a text-based article and 3% would rely on infographics.
In this digital age, most people go online on mobile devices. Plus, their attention spans are shorter than ever, and their schedules are loaded. The key takeaways are these:
- They no longer have the time or patience to read text-heavy pages.
- They want a quick, easy way to consume information.
Video content allows them to access and retain information with less effort. On top of that, it’s more likely to grab their attention than a piece of text, leading to higher engagement.
As a business owner, you can leverage this trend to attract, nurture, and convert customers into buyers. Using a video editing API to scale up the video editing and production work is a great idea as well. But first, make sure you understand just why video marketing is so impactful – and how to tap into its full potential.
Drive Social Media Engagement
Social media videos get more views, shares, and comments than text- or image-based posts. One reason is that they’re easier to consume and catch the eye faster, reaching a wider audience.
Video also creates a more immersive experience than static images or text, which can elicit a stronger emotional response.
Take clothing retail, for instance: It’s one thing to read about the fur trade and its impact on animal welfare and another thing entirely to watch a video depicting animals raised for fur production. If you sell sustainable clothing, video content can amplify your message and turn customers into brand advocates.
Pro tip: Social media users scroll fast, so keep your videos short and engaging. Start with a bold visual or interesting fact to get their attention, then leverage storytelling to evoke emotions and humanize your brand.
If you make long-form, in-depth videos, it’s a good idea to spin out short videos to generate interest – teasers or behind-the-scenes clips, for example.
Build Trust and Credibility
91% of the consumers in the Wyzowl survey said video quality influences their trust in a brand. The message conveyed through video is just as important, guiding viewers from one stage of the funnel to the next.
Let’s assume you sell skincare products. Your business is still new, and many customers are hesitant to buy because they don’t know if your products would match their skin type, what the ingredients are, or how they would play with other products.
So you start sharing demo videos, explainer videos, and similar content revolving around your go-to ingredients.
For example, you could walk customers through your own skincare routine, tell them what each ingredient does, and how to mix and match products for optimal results. Go one step further and share before-and-after videos that support your claims.
This type of content instills trust while helping customers make the right choice. It’s educative, entertaining, and relevant to the target audience. Most of all, it delivers far more immediate insights than text or images.
Pro tip: Leverage user-generated content (UGC) to build trust and credibility. For instance, ask customers to share video testimonials, unboxing videos, or vlogs related to your products. Post them on your site and social media pages or incorporate them into your ads.
Increase Organic Traffic
In 2025, 82% of marketers saw an increase in website traffic due to video content, per the Wyzowl survey. This figure was even higher in the previous years, reaching a whopping 91% in 2023.
High-quality videos can boost organic, or unpaid, traffic and keep visitors on your site longer. More website traffic translates into higher exposure for your brand and products, increasing sales.
On top of that, customers are more likely to share video content than plain text, making it easier to grow your reach. If your videos are relevant and well optimized, they may show up in search results and give you more chances to be discovered.
SEO basics: Use high-volume, low-competition keywords in the video title, description, caption, transcript, and subtitles. Optimize each video for one primary keyword and multiple secondary keywords to get targeted traffic.
Reach a Larger Audience
In a 2024 survey, nearly 80% of consumers aged 18 to 34 said they watched videos online on their smartphones every week. By sharing video content on your site and social media pages, you can reach a larger audience – especially mobile users.
Let’s suppose Anne, a startup founder, wants to know more about one of your products. She’s always on the go and has a full plate, so she uses her smartphone to watch the videos published on your website or YouTube channel.
After seeing several videos, Anne signs up for a demo and later places an order. Chances are, she would have gone to a competitor if your marketing strategy didn’t include video content. Especially if theirs did.
Pro tip: Create and share different types of videos for each stage of the buyer’s journey. For example, use explainer videos to educate customers who are just discovering your brand, case studies or product demos to nurture leads, and video testimonials to convert them into buyers.
Boost Conversion Rates
According to a HubSpot survey, video content has the biggest impact on landing page conversions. More than 38% of marketers said it can boost conversion rates to a greater extent than:
- Images (35.6%)
- Social media sharing icons (30.7%)
- Contact forms (20.8%)
- Hard data (17.8%)
- Expert quotes (11.9%)
On a similar note, 84% of the marketers surveyed by Wyzowl agreed that videos can directly increase sales. Moreover, 93% said video marketing helped achieve a good return on investment (ROI).
No matter your industry, you can tap into the power of video content to drive sales.
If, say, you’re a financial consultant, create video courses, webinars, or explainer videos. This type of content would allow you to educate your audience and build trust, encouraging prospects to book a call with you. For another example, check out real estate video.
Pro tip: Incorporate videos into chatbot conversations, social media ads, retargeting campaigns, and landing pages to boost conversions. These can be short clips that answer common questions, highlight the product’s features, or show customers how you can help them.
Build a Winning Video Marketing Strategy
Video marketing isn’t an exact science, and what works for one business may not work for another. That’s why you should experiment with different video formats and platforms, tweak your message for each target audience, and make adjustments as needed.
As a general rule, focus on quality over quantity and ask for help when you need it. For example, you may struggle with video editing – and it does take a lot of time and expertise to get right. You can always hire a video editor to save time and get the results you want.
It’s also a good idea to repurpose your best videos. If, say, you created an hour-long video tutorial, you can turn it into a short online course, webinar, or multiple social media posts (see our recent article on Instagram repurposing, for example!).
Finally, you can use AI-powered tools to rapidly convert your videos into blog posts, articles, and other types of content.
FAQs
The ideal video length depends on the platform and type of content. According to a Wyzowl survey, videos between 30 seconds and two minutes perform well on most platforms.
Start by consider your target audience and marketing goals. Ideally, share your videos on the platforms where your consumers spend most of their time. For example, TikTok works best for businesses targeting younger audiences, whereas LinkedIn appeals to business professionals.
To measure the impact on sales, start by tracking key performance indicators like watch time, video views, click-throughs, and conversion rates. As you add more content, focus on specific metrics, such as audience retention, brand mentions, and cost per view (for paid campaigns).
