Video marketing is the star of all inbound marketing efforts. And it’s not just social anymore. Companies are embracing video to showcase new products and services, build brand awareness, educate and help customers and much more besides.

Why is video marketing so good?

Video marketing is achieving more than many other forms of media…

According to HubSpot “Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.” https://blog.hubspot.com/marketing/video-marketing

So why should you start using video today? The idea has been around for a while, capture your audience’s attention and thrill them but it is the speed and way in which we can do this now that makes Video Marketing such an attractive channel for companies in 2020 to reach customers at all steps in the sales funnel.

And it’s not hard to see the appeal. Video is instant, easy to absorb, a medium we already love. It saves us from consuming lines and lines of text, it can include catchy music, moving animations and we can digest it by the byte loads on our phones, wherever we are.

This would be why the world reportedly watches 1 billion hours of YouTube social video per day. 
https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing

Your video production should reflect the value of your business.

Bear in mind that your video will need to be compelling to stand out and compete. It may not be enough to bash something together using a smartphone.It may be fine for quick announcements but if you’re selling quality products or services, this needs to be reflected in the final production. If you have the in-house talent required, hire some production quality equipment and go for it. If it’s not something you can do in-house, hiring a professional will make the process much smoother, less time consuming, and ensure you get a compelling result.

Customers want help solving a problem, or are looking for a solution, so your video should help them accomplish their goals as an integrated marketing tool with your other marketing channels to help guide them along the buyer’s journey to becoming an evangelist for your company.

The most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%)
https://www.wyzowl.com/video-marketing-statistics-2020/

What other benefits does video marketing offer your business?

Other than the obvious wow factor – Video can add serious SEO juice to your pages. Youtube is Google owned and therefore Google ranks video results higher than most other SERP content.

Take for example this search query: What is video marketing. At the time of this search, Videos were the mid-page SERP real estate.

https://www.google.com/search?q=What+is+video+marketing&rlz=1C1CHBF_enUS878US878&oq=What+is+video+marketing&aqs=chrome..69i57.252j0j1&sourceid=chrome&ie=UTF-8

That means, after paid ads, and the Leading SERP result – usually a page with a high Domain Authority (DA) – videos are right above the fold of the SERP and appear BEFORE the listings.

81 % of businesses are now using video for marketing.
https://blog.hubspot.com/marketing/state-of-video-marketing-new-data

Building trust is harder in the new digital world.

The hard truth is that your customers need you a lot less than they used to. They learn from friends, not salespeople. They trust other customers, not marketers. They’d rather do their own research and make their own decisions.
https://blog.hubspot.com/service/customer-acquisition-study

So use video for a purpose. Help bridge that gap. Let the customer need you again and keep them coming back for more.

This article was written by Jeff Godek, Reddishpink Media.

Reddishpink media is a marketing agency with offices in Edinburgh and West Lothian. We manage a wide range of video marketing and production projects for clients across the UK. If you’d like to find out more about how video marketing could help your business, contact us for an informal chat or visit: https://reddishpinkmedia.com/marketing-services-edinburgh/video-production-edinburgh/

If you’d like to see more of our video production service, visit for the full collection of video case studies.

Reddishpink is a marketing agency based in Edinburgh, Scotland. Find out more at Reddishpink Media: Marketing communications Edinburgh & West Lothian