Why video marketing is now a necessity, not a luxury

Ian Hainey at Dubai-based creative agency, I Heart Content, explains how video marketing is no longer an option – it is a necessity for brands, organisations and entrepreneurs:

You simply can’t afford to ignore video as a critical component of your communications strategy. The statistics are overwhelming across the board and show that, dirham for dirham, video clips beat all other forms of content. Thanks to the ways video engages us and ignites more emotions, it’s also a powerful way to establish trust from those you are trying to reach.

Endless research proves videos help people make buying decisions. For example, 57% of people say watching videos gave them more confidence in a brand to make a purchase. A whopping 87% of businesses now use video in their marketing and 66% believe video is the marketing tool that will have the most impact, eclipsing other forms, such as eBooks (15%), blog posts (7%) and infographics (7%).

The uses and formats of video are vast. You can create clips featuring everything from interviews, showreels, Q&As, live streams, product reviews and demonstrations to events, exhibitions and corporate profiles, to name but a few scenarios.

The benefits of video marketing are undeniable in an era where people expect instant information and are less inclined to read. Now it is up to brands to try new ways to get their message out, while entertaining, engaging – and often educating – their audience.

Video marketing is not only effective, it is also much more affordable than you may think, as the market grows and the talent pool improves, both in terms of numbers and skills. So, here are three reasons to convince you your brand needs video to reach its full potential:  

It’s effective

Video helps explain even the most complicated topics and issues in a way that’s easy for consumers to understand (when it’s done right). For example, let’s take a look at explainer videos: whether they incorporate animation, real people, or a combination of both – an incredible 98% of people surveyed said they’ve watched videos to learn more about a product, service or a brand before making a purchase. If you truly want to ensure your audience is receiving your message in a way you have total control over, there’s rarely anything more effective than the correct video delivered at the right time.

It’s reusable

One of the best things about video content is the ability to repurpose and remarket the content, such as:

  • Use it on your blog
  • Promote it on your YouTube channel
  • Push it out as a podcast/ vodcast
  • Bring website landing pages to life
  • Email marketing campaigns and newsletters
  • Proposals and presentations

That said, social media is king when it comes to finding the perfect partner for your video content. If you want to make an impact on social media, you need to be posting videos – opening the door to then pushing your content out to targeted audiences through carefully crafted social advertising campaigns.

Video content is more engaging to social viewers than any other type of content, so posting videos is much more likely to result in your content receiving likes, follows and encouraging your audience to initiate a conversation with you. Videos are also shareable – in fact, social video generates 1200% more shares than text and images combined. This makes video one of the most budget-friendly ways to get your content out to a wider audience and build brand awareness.

It helps optimisation

Heat map research, tracking consumer eye movement and attention on search pages, consistently finds video content captures eyeballs more quickly, compared to static results. It is believed by 2021, over 80% of all consumer internet traffic could come from video and, because Google owns YouTube, videos can seriously boost your search engine ranking.

Taking the time to identify your videos correctly when uploading and posting them can make a big difference, so pay attention to titles, keywords, descriptions, URL-naming and remember to link sources. Follow these rules and Google will reward you. One study even claims an optimised video gives you 53 times more chance of your brand appearing on the front page of Google search!


Video marketing comes in myriad forms, but the content should always work together to build your brand’s credibility, impart understanding more simply and create an emotional connection with potential customers.

In the perfect world, the CEO of a company should also be the face. However, that’s not always possible, so then it’s important to select those who will best represent your brand and deliver the most effective messages. For business owners, it’s often difficult to find the time to create video content, never mind excel on social media. However, if you are an entrepreneur, there really is no excuse for ignoring video content. Remember, you are the brand and social media is your biggest (and cheapest) marketing asset. Ultimately, people trust people and video marketing outperforms all other methods of building this trust with a brand’s knowledgeable owner or trusted representative.

Nowadays, few businesses can be successful simply relying on a business website alone. Much more effort is required in the digital era to reach your target audience and video is the superior method of achieving this task. Video has the ultimate power to evoke emotions online, and people tend to make emotional decisions when deciding upon a product or service.

Hopefully, this short blog has convinced you video is both the present and the future, and it is absolutely necessary for every brand, company and entrepreneur to be using video to its fullest potential. If you are toying with the idea of adding video marketing to your strategy, let us know and we can discuss your options over a coffee to find a solution that will improve your bottom line.


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  1. Kevin

    Great article thanks

    • I Heart Content

      You’re welcome Kevin – please show your appreciation with a share.


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