The Importance of Video Marketing: Why Adoption Drives Change

With almost four out of five companies employing an active content marketing strategy, video marketing has emerged as a campaign that can help brands differentiate themselves from their competitors. According to Aberdeen Group, a confluence of advantages have led to a sharp rise in video adoption.

hand reaching images streaming from the deepThe importance of video marketing is tied to the growing complexity of digital marketing. As digital channels expand, creating content devoted to each one isn’t a sustainable practice. Consequently, the best strategy is one that focuses on creating content that can be used across as many channels as possible.

Video has emerged as a solution to these growing demands. According to Aberdeen Group, 43 percent of brands using video for marketing report an ability to perform across all targeted channels. Among brands that don’t employ video, only 16 percent report similar successes.

These results coincide with other trends identified as paramount to today’s content marketing efforts. Increasing content quality was cited as the top objective of content marketing today, with 45 percent of respondents identifying this as an established goal. A very close second was a multichannel strategy, at 44 percent, followed by content quantity at 40 percent.

“This improvement in engagement is vital to the ‘marketing machine,’” the report says. “The use of video, both live and on-demand, coincides with important increases in performance on key marketing metrics.”

Thus, the importance of video marketing in today’s climate is its ability to address each of these goals. Video has proven effective when shared and published across a number of platforms—not only does it work well as branded content hosted on a company’s website, but it also offers the same service anywhere else. Videos see strong engagement rates and high social-sharing frequency, which is critical to the content’s value.

Video marketing is also more accessible than ever. The hardware needed to produce video is more affordable, and the growth of video production agencies makes these services more cost-effective when outsourced. Low-cost or free software tools also make in-house production more realistic. PowToon, for example, is a video-animation software solution that can be used for free, depending on what you are using it for. Stupeflix emphasizes story creation from video content, while Wistia specializes in heat maps and other performance metrics.

Brands that have successfully implemented video into their marketing efforts have seen enormous strides in marketing-generated revenue—an average of 65 percent, according to companies surveyed by Aberdeen Group.

Those raw numbers demonstrate the potential any brand could realize by adopting video for their own multichannel strategy. As the norm moves in the direction of content marketing, video is slated to be the next great differentiator.

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