Let’s face it, video isn’t just a trend anymore – it’s essential for any brand looking to get more eyes on their content and connect with a wider audience. With over 90% of marketers saying video is vital to their strategy, video is a powerful tool that businesses can’t afford to ignore. So, what makes video so effective and why should your brand start using it today?
Why video works
Drives engagement: People love video. In fact, viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it. Whether it’s a quick clip on social media or a product demo on your website, video grabs attention and keeps it.
Boosts SEO: Search engines like Google prioritise content with video. Having a video on your landing page can increase your chances of ranking on the first page of Google by 53%! Plus, videos increase the time visitors spend on your site, which tells search engines that your content is valuable.
Increases social reach: Video content gets attention on LinkedIn too. The platform prioritises videos in its algorithm because they drive more engagement—people are more likely to watch, comment, and share videos than other types of posts. This means your video content is more likely to be seen by a wider audience, boosting your visibility on the platform even further. In fact, LinkedIn users are 20 times more likely to share a video post than any other type of content.
Effective across all channels: Video content is incredibly versatile, whether it's used on your website, shared on LinkedIn, or presented in-person during meetings. A professional video on your website can serve as a compelling explainer or testimonial, helping visitors quickly understand your value proposition. On LinkedIn, video content can be tailored to engage a professional audience, while tools like YouTube allow for in-depth presentations. Even TikTok can play a role, offering a platform for short, impactful content that reaches new audiences in creative ways. Videos provide powerful evidence and clear explanations, making complex ideas easier to grasp. By adapting your video strategy across these channels, you can effectively reach and engage your target audience wherever they interact with your brand.
The ROI of video
It’s not just audience engagement where video wins either. As a marketing tool it provides a great Return on Investment thanks to:
Enhanced lead generation and conversion rates: Video content has the potential to boost lead generation and conversion rates by up to 80%. Videos can effectively convey complex information and demonstrate your message effectively. For example, an insightful product demo or a case study video on your website can help decision-makers understand how your solution addresses their specific pain points. This explainer can significantly improve your chances of moving leads through the sales funnel.
Cost-effective and long-lasting impact: The long-term benefits of high-quality video content make it a cost-effective strategy for B2B brand marketing. Videos can be repurposed across multiple touchpoints, including your website, LinkedIn, and client presentations, meaning that a single video can support various stages of the buyer’s journey—from initial awareness to final decision-making. Furthermore, videos have a long shelf life and continue to provide value long after they are published. They remain relevant as a resource for prospects and clients, making them a smart investment that delivers ongoing success. You could even turn that video into written content, such as a blog post or case study. Repurposing video content in this way allows you to reach a wider audience and leverage the same key messages across different formats.
When should video be used for maximum impact?
Anytime! Companies should add video into the mix for their ongoing marketing programme but if resource is a challenge in creating regular videos, events can provide the perfect platform to film a series of videos that can then be used over several weeks or months to ensure multimedia content.
Ready to elevate your brand with compelling video content? At Proactive PR, we specialise in creating impactful video content that enhances your online presence and drives engagement. As a leading PR and Digital Marketing agency, we help brands leverage the power of video to connect with their target audience and achieve engagement results.
We will be offering tailored video services at several upcoming events, including Connected Britain, the UK’s leading connectivity event on 11th-12th September in London, and InnoTrans, the world’s largest exhibition for transport technology, from 24th-27th September in Berlin. Whether you want to capture the energy of the event, showcase your booth and innovations, or create engaging content that resonates long after the event, our video services are designed to elevate your brand presence.
If you’re interested in learning how our video strategies can boost your brand’s visibility, book a meeting with our Marketing Director, Jade Hush, or email Jade directly at jade.hush@proactive-pr.com.
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