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Video has been having a moment for some time, and it’s not going anywhere. YouTube remains the world’s second-largest search engine, with around 2.53 billion monthly users. By 2025, online video is expected to account for about 82 per cent of all internet traffic. No surprise then that companies using video are growing revenue roughly 49 per cent faster than those that don’t.
But video is no longer just a tool for brand awareness; top marketers are using videos, webinars and live streaming to engage and educate, improve lead scoring, nurture streams, and boost conversion rates. 71% of marketers say video conversion rates outperform other marketing content.
Why? Because video-based content tells a better story – it’s entertaining and effective. Video is the content of choice of millennials who are set to account for 75% of the workforce by 2025. So it’s time to make the video the star of your content marketing plans.
Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. But you need to know who that audience is and what they want. Create a video marketing mission statement to keep you and your team on track. And then do your research.
A good place to start is how-to videos. Creating useful videos that answer the challenges faced by your target audience will make you the go-to subject expert. Then get creative and experiment with other formats like webinars, thought leadership interviews, product explainers and demos, support-topic walkthroughs, company culture videos, customer testimonials or documentary-like case studies. Work out what works best for you.
Video is now much more affordable and easy to produce, but if you want top quality, it’s best to outsource production. Not got the budget? Maybe try a mix of in-house and outsourced footage to get the ball rolling.
There’s no doubt about it, video improves SEO. Adding a video to your website can increase the chance of a front-page Google result by 53 times. (Comscore). And over 72 per cent of businesses that use video say it has increased website conversion rates. So try incorporating relevant videos into blog posts and create a video hub where all of your content lives. Using video in emails is also effective – it can triple click-through rates and increase response rates.
Use advanced video platform features and functions to set your business above the rest. Businesses leveraging AI for video analytics report a 75 per cent improvement in decision-making and campaign performance compared to those that don’t.
Video is far more trackable than any other content. You’ll be able to see which users are watching which videos, and for how long. You can measure click-through rate, drop-off points, or the number of times watched. It’s a fact that businesses that are using advanced video metrics are reporting far better video ROI.
In 2025, brands are producing more video than ever, averaging 18 new videos per month, over 200 per year, across formats ranging from short-form social clips to long-form webinars. Source: (bluecarrot.io). Take a look at your video archive and re-purpose content by creating on-demand webinars, teaser promos, or short-form adaptations. You’ll be surprised how much can be re-jigged and used again and again, especially in an era where consistent, high-quality video output is essential to staying competitive.
Whether you’re launching your first virtual event, planning a content-rich webinar series, or looking to boost your video marketing strategy, we’re here to help. At Bombora, we’ve been producing and live-streaming high-impact events and branded content since 2011. From concept to camera to conversion, we handle it all, so you can focus on connecting with your audience and hitting your marketing goals.
Let’s make something unforgettable; get in touch to arrange a call.