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Video content is one of the most popular mediums for businesses today, and for good reason. Video is more engaging, more memorable, and more popular among consumers than any other type of content.

97% of marketers claim that videos help customers understand products.

Marketers are increasingly using videos in a variety of ways to promote products and services. They use videos for YouTube, landing pages, recorded webinars, emails and more. Videos also help introduce brands to potential customers and build lasting relationships with existing customers.

Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.

Video is also very accessible to anyone with internet access, both to watch and to produce. While there is certainly a trend towards higher quality video on a professional level, anyone can hop onto their laptop and create their own video in under an hour.

To this end, marketers in many fields (perhaps not all) need to approach audiences with a value-based offer instead of a “sale.” And videos excel at giving customers a really up-close look at a product, service, or even an influencer or teacher.