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  • Alise Talley

Video Marketing: How Can It Improve Your Business?

Updated: Apr 22

Video marketing content

In a digital world, it can be hard to stand out online. Everyone constantly competes for attention, especially businesses trying to market their products.

So, how can you get noticed?

It may be shocking to hear, but one-third of all online activity is watching videos.

Not to mention, YouTube has 3 billion searches per month, making it the second-biggest search engine to date.

With all the video content taking over screens, videos have become essential to digital marketing. Here are a few ways to use video marketing to boost sales and engage viewers.

Past Video Marketing Campaigns

To learn more about successful video ads, I looked into three video campaigns that were effective in the past. They are all simple concepts, but they leave a powerful impression.

The first is Buzzfeed’s “Puppyhood” for Purina. It is a humorous commercial about a man adopting a puppy and adjusting to his new friend. The man is relatable in his cluelessness about puppy care, and the two are a delightfully playful couple to watch.

Their adventures include playing the piano, looking through his music collection, and eating together, the man with cereal and the puppy with some Purina Puppy Chow.

The next one is Dove’s “Choose Beautiful” campaign, and it’s a real tear-jerker. In this video ad, signs were placed above doorways, one reading “Beautiful” and the other reading “Average”.

Women were filmed walking through the doorways, and some were interviewed to discuss their decisions. The idea is to encourage women to think of themselves as beautiful. Although it doesn’t relate to the actual Dove products, it makes people associate the brand with positivity.

I’m embarrassed to say this video made me cry, but it just goes to show how effective it can be in appealing to human emotion.

Finally, there is the GoPro “Fireman Saves Kitten” commercial. It’s exactly what it sounds like a fireman saves a kitten from a burning building. This is different from the videos GoPro usually puts out of thrill junkies mountain climbing or doing parkour stunts, but this campaign appeals to emotions and broadens the brand’s audience.

All these campaigns are brilliant, and I urge you to go and watch them. They are great representations of how videos can appeal to basic emotions and tell a powerful story.

Why It Works

People understand something better when they can visualize it. However, describing your product only may not always be enough. Seeing your product in action could be the push a customer needs to go from interested to purchasing.

By simply having a video with your product, you can increase your chances of making a sale, as 64% of people will buy a product after watching a video ad for it. If you have a video on your website, viewers will likely spend 88% more time on it.

As with the campaign ads above, videos can allow you to connect with your audience quickly. Giving a narrative to something makes it more memorable and more relatable. With videos, this can be accomplished in a mere 3 minutes.

How You Can Use It

Use What You Have

When it comes to video production, it doesn’t have to break the bank. The video quality in smartphones has evolved over the years and can be effective for marketing on a budget. Live video is another popular video marketing method.

Educate People

If there are any concepts that are hard to understand, videos are a great way to explain them with visuals and demos.

Tag Your Videos

Detailed video descriptions help boost SEO. However, it’s not just about what keywords you use. Algorithms are starting to take into account the context of the video, so having a well-explained description will help your chances of getting higher in the SERPs.

Don’t get lost in the shuffle of online content. Have your brand stand out by investing in video marketing. You will expand your reach and increase your chances of building a loyal customer base.

If you’re looking for specific content to include in your videos, check out the digital marketing tips we have here.


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