Why is Video Marketing Important?
- Matt Kerr
- Jul 15
- 4 min read
Updated: 5 days ago
Video marketing is no longer just a trend—it's an essential tool for brands looking to connect with audiences, build trust, and stay ahead in the digital age.
Whether you're promoting your brand through short-form video content on TikTok or showcasing your product in action with detailed product demos, video helps businesses grab attention, tell compelling stories, and drive conversions.
Over 91% of businesses use video as a marketing tool—a number that has grown steadily year after year as more brands recognise its impact on engagement and return on investment (ROI).
In this guide, we'll explore what video marketing is, why it's so effective, the best types of content to use, and video marketing strategies to create content that resonates across social media platforms and search engines alike.
What is Video Marketing?
Video marketing is the strategic use of video to promote your brand, communicate with your audience, and influence purchase decisions. This includes everything from product videos, explainer videos, and customer testimonials to case studies, video ads, and short-form videos for social media video posts.
A well-crafted video doesn't just entertain—it educates, converts, and builds trust. It's an opportunity to showcase your products and services, highlight real customers' experiences, and help prospective customers understand how your product works.
Why Video Marketing is so Powerful?
Video grabs attention instantly: Whether someone is browsing Instagram, YouTube, or LinkedIn, video is the format that grabs attention. A compelling thumbnail or bold opening visual stops the scroll and earns those precious few seconds needed to deliver your message.
Video is ideal for mobile devices: Video is one of the most mobile-friendly formats out there. With content tailored to mobile devices, businesses can easily reach users where they spend most of their time—on the go. Short, punchy clips work exceptionally well for vertical formats, such as Instagram Reels and TikTok.
Video boosts search results visibility: Search engines favour video. Adding video to a landing page or product page can increase dwell time and improve your site's visibility in search result rankings. Publishing videos on platforms like YouTube also gives your brand exposure on the world's second-largest search engine.
Video builds trust and transparency: Nothing builds credibility like a well-made video. Whether it's a product demo, customer testimonial, or behind-the-scenes look at your team, video lets customers see the real people and values behind your brand.
Video influences purchase decisions: Nothing builds credibility like a well-made video. Whether it's a product demo, customer testimonial, or behind-the-scenes look at your team, video lets customers see the real people and values behind your brand.
Types of Video Content That Work
The best part about video marketing? There's a format for every businesses needs. Below are the most effective types of content for your video strategy:
Product Videos—Showcase your offering with a full overview of features and benefits.
Product Demos—A hands-on walkthrough to demonstrate how the product works in real life.
Explainer Videos—Use animations or live-action footage to explain how your product addresses a specific pain point.
Customer Testimonials—Highlight authentic customers' experiences to build trust.
Case Studies—Share real success stories with measurable results.
Short Form Video Content—Quick, engaging clips made for mobile devices and social media.
Influencer Marketing Videos—Partner with influencers to expand your reach.
Live Videos—Connect with audiences in real-time for product launches, Q&As, or updates.
Video Ads—Paid campaigns designed to drive conversions on social or search platforms.
How to Create a Video That Converts
Set a clear goal: Do you want to increase brand awareness, generate leads, or promote a specific product? A defined purpose will help you choose the right type of content and platform.
Choose the right video length: Tailor your video length to the platform and content type:
Short-form videos (under 60 seconds) work best for TikTok and Instagram.
Explainer videos (1–2 minutes) offer more depth without losing engagement.
Product demos or case studies can be longer, especially if posted on your website or YouTube.
Create content that solves a problem: Identify your audience's pain points, and then show how your products and services provide a solution. Create a video that's not just about selling but genuinely helpful.
Show your product in action: Demonstrate how the product works in a real-life setting. This helps prospective customers visualise how it fits into their own lives.
Include a strong call-to-action (CTA): End every video with a clear call to action (CTA) — whether it's "Buy Now," "Visit Our Site," or "Learn More." Guide your viewer toward the next step.
Best Practices For Video Marketing
To get the most from your efforts, follow these video marketing best practices:
Create Highly Relevant Content—Focus on what matters to your target audience.
Optimise for Search Engine Discoverability—Use relevant keywords, add transcripts, and upload to YouTube for wider reach.
Harness the Power of Video Across Channels—Repurpose longer content into smaller video clips for different social media platforms.
Keep it Authentic—Use real team members' or customers' experiences to tell your story.
Experiment with Video Ads—Target specific demographics and track performance.
Post Consistently—Build momentum with regular social media posts featuring videos.
Final Thoughts
Video marketing offers businesses a powerful way to connect, convert, and compete. By utilising formats like product videos, short-form video content, and product demos, you can effectively grab attention, build trust, and guide prospective customers through their buying journey.
Whether you're educating new audiences, showing your product in action, or sharing real customers' experiences, there's no better time to harness the power of video. Just remember to keep your video length appropriate, tailor your type of content to your goals, and always include a strong call to action (CTA).
At Chester Marketing Solutions, we help businesses of all sizes create content that works—from concept to execution. Need help crafting your next video strategy? Get in touch, and let's bring your brand to life on screen.
