Nailing your brand image, having a fancy website and following the golden rules of hashtag success is all well and good, but did you know that video content is predicted to soon account for a whopping 74% of all internet traffic? Don’t believe me? Then take a look at this rather seductive infographic to see exactly why you should be jumping on the broadcast bandwagon:



I’ll give you a moment to soak up the stats. They make for compelling reading.

Gone are the days when video was limited to massive corporations with multi-million pound budgets for television spend; nowadays firms of all sizes can connect with global audiences via social media, and commissioning video is much more cost-effective than it used to be.

If you’re a relative newcomer to video marketing, you need to step up or risk falling behind, because every brand under the sun is beginning to realise its full potential. Failing to act now could soon result in your audience lapping up a competitor’s content.

Still not convinced? Then let’s buckle up for some more fascinating figures:

  • 7 out of 10 people view brands more positively after engaging with video content (Axxon Research)
  • 64% say they’re more likely to buy products after watching online videos (ComScore)
  • 65% of executives visit company websites after watching online videos (Forbes)

Now I’m no mathematician, but I’d say the case for video is pretty strong, so let’s examine how you can integrate it into your overall marketing campaign.

Actions speak louder than words 

Pictures can tell a thousand words, and a strong video can deliver very meaningful messages. Emotions influence our buying decisions, so if you can tell a story that demonstrates how your product/brand/service adds value in real life, perhaps showing how it helps to overcome everyday problems, audiences will start taking you very seriously.

It’s far easier to go on that journey via video than text, because it’s so immediate and the reaction is instantaneous – you can show rather than tell.

It’s far more likely that people will click ‘play’ rather than reading through a long-winded blog post, which is why I’ll start my next by inviting you to watch this:


Please excuse the self-promotion (it’s very relevant to my point). Basically, we’re a production company, and we use promotional videos to showcase our core skills, i.e. video production (particularly for the automotive sector).

If you’re a service provider, you should be doing the same thing – show people how good you are at what you do! If your branding is personal, built around key members of staff, introduce yourselves to the world! Let us know who you are, where you are and what you do.

If you’re a B2B organisation, ask your current clients if they’ll help shoot a video case study, detailing how you work together and how you’ve benefited their business. Peer-to-peer influence is a big thing, so if you can interview your happy customers and share their stories, an orderly queue of new leads will soon start forming.

Be social

Committing budget to a professionally made video might seem a big investment on face value, but it can give you evergreen content that people will stumble upon time and again.

One video can be cut up and redistributed over various platforms. The obvious destination is to host your master video on YouTube or Vimeo, allowing a wide audience to easily access it. You can then share this on your main social channels (Facebook, Twitter, Google+), and you can also re-edit shortened versions suitable for newer, younger platforms such as Instagram and Vine.

Inbound marketing is a bit like fishing; if you spread your line far and wide, you never know where you’ll get your next bite. Having quality video content will complement your efforts, and you might find it soon becomes central to your marketing strategy.


Author Bio: Jon Mowat used to make documentaries for the BBC, but now he runs video production and marketing company, Hurricane Media, based in Bristol. You can follow @HurricaneMedia on Twitter or checkout their YouTube Channel.

How video can benefit your overall marketing strategy
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How video can benefit your overall marketing strategy
Jon Mowat from Hurricane Media talk about the benefits of using video to increase inbound marketing.

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