What is video marketing?

What exactly is video marketing? It’s definitely not just loading a video on your homepage or uploading all your videos you have ever made to YouTube. Going viral once doesn’t really count, either. Video marketing serves a much more specific purpose. It is estimated that video traffic will make up more than 80% of all consumer Internet traffic in just few years. But just watching videos every day doesn’t teach you how to use video marketing to achieve your business goals.

Video marketing is a strategic marketing approach that involves creating and sharing video content with the goals of attracting, retaining, and converting a defined audience of viewers.

Many of us know they should be using video strategically, but often create video content simply to tick a box.  In reality, video marketing is all about using video creatively to achieve your business goals. Views alone don’t define video marketing, which is why it’s best to focus on what you’re trying to accomplish from a marketing perspective instead of developing a strategy around video itself. If you feel like your video marketing efforts aren’t paying off, it might be because you’re treating the video as the means to the end. That’s a no-go!

For example, embedding a video player on your website can help boost SEO and even encourage visitors to spend more time on your site. But beyond numbers and view count, video also allows you to create a human connection with your audience while building trust. The storytelling powers of this medium can speak to your audience’s psyche in a powerful way, which is one of the reasons why so many businesses have turned to this tactic in recent years. When your business needs to be memorable and stand out amongst a crowd of competitors, video marketing can come to the rescue.