Incorporate Video into Your Marketing Strategy – By Michelle Held

by Jenae Reid on October 18, 2016

feedfront-35-cover-188x240When you read the above title, did you automatically think of your favorite YouTube channel? Maybe you envisioned a high production value, branded video instead. Businesses have always longed to use videos for marketing but many stayed away, cringing at the thought of the cost.

Although we enjoy watching professionally produced content, much of what we enjoy is produced in small studios or even on smartphones. The production quality online shoppers will accept is much lower than it used to be. Think of our obsession with unboxing homemade videos. You really only need a smartphone and possibly a decent microphone to get started, resulting in a much lower price tag.

It has been eleven years since the first YouTube video was uploaded. YouTube captures the attention of almost one-third of the online community and boasts over one-billion users.

YouTube stays tuned-in for longer sessions, too. The average mobile user’s viewing session is over forty minutes. Incorporating video into a marketing strategy includes much more than building up a YouTube channel. Other options include:

  • Webinars
  • Videos in emails
  • Use in Paid social media campaigns
  • Snapchat and Instagram Stories
  • Facebook Live
  • Embedded video on website landing pages

You probably have attended more than a few webinars; now try using one as part of your marketing plan. Webinars are especially good for anyone in lead generation. People who watch them have a strong interest in your topic.

Most major social channels allow video uploads in organic posts. Pinterest reports that they may soon allow users to upload video, too. Facebook users share and create three times more video this year than they did last year at this time. In April, blazing hot Snapchat reported that users watch over ten billion videos every day on the app. That’s a 25% increase since February 2016. Snapchat had less than half that video traffic only one year ago.

Instagram, Facebook, Twitter, Pinterest, and Snapchat all support paid video ads. This makes it easier for online advertisers to vary their content and prevent banner blindness. Targeted campaigns that split-test videos with images on one or two social platforms are a good starting point.

Videos sell. According to, landing page videos can increase conversions by 80%. ComScore reports that after watching a video, 64% of shoppers are more likely to buy online. Adding video to an email boosts click-through rates by over 200%.

“Videos make it easy for consumers to connect to your content. Thus, increasing consumer trust and improving the potential of a purchase,” says Brandon M. Gustafson from the Department of Marketing and International Business at Washington State University.

Video is one of the best ways to tell your brand’s story or demonstrate a product. There is something for everyone, whether it be a comedic product demonstration, testimonial, or a tutorial. Now get your smartphone and get creative.

Michelle is an and author and digital agency owner who blogs on and

This article appeared in issue 36 of FeedFront Magazine, which was published in October 2016.

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