Video is Vital: Why You Need to Incorporate Video Into Your Content Strategy

by Jenna Sindle

Savvy marketers know that to reach your customers effectively you must take a mutli-channel approach. People absorb information in different ways, so creating and packaging your content across various mediums allows you to connect more meaningfully with more potential customers.

There are many ways to present your content, whether it be a blog post, an infographic, a podcast or a webinar. However, there is one medium that has been consistently rising in popularity: Video.

According to MarketingProfs, 70 percent of marketing professionals report that video converts customers better than any other medium. And, according to comScore, 64 percent of consumers are more likely to buy a product after watching a video about it.

However, research from Kantar Media shows that only 24 percent of brands are utilizing online video. Why are marketers underutilizing such a powerful medium?

Video can be daunting. There are many questions that need to be addressed. How do you begin? What is going to capture your customer’s eye? How much time and investment is required?

According to Jonathan Perelman, VP of Motion Pictures at Buzzfeed, it’s crucial that you stick to the three pillars of video content:

  • Emotional Gift: “How will this content make you feel?”
  • Identity: “Can this video say more about you than you would say about yourself?”
  • Information: “Can you present something in a new, different or unique way?”

Read more from Jonathan Perelman here.

What is the biggest mistake that marketers make when it comes to video? “Length, length, length!” says Matthew Fisher of Studio Center. “You have the first 8 seconds of a video to capture your customer’s attention and then another 30-60 seconds beyond that to keep it. Anything over 2 minutes is too long.”

According to Joe Witte, VP of Business Development and Marketing at ISEBOX, there are some key points to remember when crafting your video content:

  • Prepare to stink
  • Talent matters
  • Create a voice
  • Consistency wins
  • Avoid vanilla

To learn more from Joe and why these points are crucial to your video strategy, view the webinar below.


And one final piece of advice from Matthew Fisher of Studio Center: “Take advantage of graphics and animation. People have been raised on cartoons and animated movies. Animation is an incredibly engaging tool.”

While getting started with video can seem difficult, there is no denying the benefit of this exciting medium. By crafting an impactful visual journey you are demonstrating a true understanding of your customer’s needs and forging a meaningful connection.