Why Video Marketing is Critical to Your Business Success in 2021

For businesses to be successful, they need to reach their target audiences effectively. And that means meeting that audience where they are. Print, outdoor, broadcast, digital: Over time, marketers have developed new ways to connect with consumers to align with their changing habits and needs. And as the industry continues to work to best tailor content for its viewership, the questions smart businesses and marketers are asking is what techniques are most effective now and, more importantly, what techniques are going to be most effective in the future.

The answer to both questions is the same – it’s video.

Video is not new, not by a long shot. But everything else about it, from how we produce it to how we use it, is pushing the marketing industry forward. Here are some tips on why video should be at the top of your marketing mix.

Why You Should Prioritize Online Video In Your Marketing

Because It’s Popular: Every single day, 1 billion hours of video is watched on YouTube. Netflix, Hulu, Amazon Prime Video and Disney+ subscriptions are in the tens of millions. Even big broadcast networks are building their own streaming services for the people who’ve decided to cut the cord. Online video is something consumers have resoundingly asked for, and companies are giving it to them. From apparel to insurance companies like Freeway Insurance are getting on board with video. 

And Because It’s Niche: Hang on, if it’s so popular, how can it be niche? That’s because video has become so democratized, everyone can find their specific nook. Outside of a few key events each year, no program is getting the mega numbers of the past. And that’s actually a great thing for businesses and marketers. You can better target messages to audiences based on the specific things they watch.

It’s Measurable: Lots of advertising boils down to what’s essentially a guessing game. Sure we have data about the average number of drivers that pass by a billboard each day, but we can’t measure how many people actually see the sign, much less act upon it. The same goes for a lot of print and broadcast advertising too. But online video (and digital in general) allows business and marketers to see exactly what’s being viewed, what’s being engaged with and what’s being left by the wayside.

And It’s Affordable (In More Ways Than One): Many businesses still believe video is too expensive for their budget. But many of these businesses’ thinking is informed by a past filled with 30-second commercials aired during big broadcast television events. That’s just not the world we live in any longer, and we’re better off for it. Online video is extremely versatile these days and great quality equipment is more accessible than ever to a wealth of talented creators. This means making video is cheaper than it’s ever been. And even when production is complete, the options available to you in terms of placements and frequency give you unparalleled control over how your video is seen and how much it’s going to cost you.

And Lastly, Because It Works: Video is more engaging to the human eye than static images, and video allows you to get your message across to your audience. No wonder then that videos ads on Facebook are seeing 20-30% higher conversion rates than their static brethren.

The barrier to video advertising has essentially disappeared. And that means your business, no matter how big or small, can leverage it to get your message out to consumers. Video can drastically change your relationship to your audience for the better and you can harness that power right now.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.