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2015 Will Be the Year of Video Marketing

by Tyler Lessard  |  
December 17, 2014

"Show the readers everything, tell them nothing."
—Ernest Hemingway

Show, don't tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more emphasis on content that tells a story, we need to remember that old writing adage—even though it's much easier said than done.

Fortunately, today's marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences' attention. It enables strong storytelling in a short but memorable format that viewers can enjoy—and marketers can measure.

Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.

Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.

Up until recently, most marketers have used video sparingly as a way to enhance their website, but very few have invested in it strategically as a way to improve the results of marketing and sales programs. That's about to change.

Here's what to expect from video marketing in 2015.

1. The play button will take center stage as the most compelling call to action on the Web

How do we know that audiences prefer video content over other formats? We have the data to prove it. Survey after survey supports it.

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Tyler Lessard is CMO of Vidyard, a video marketing platform that helps transform viewers into customers.

Twitter: @tylerlessard

LinkedIn: Tyler Lessard

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  • by Tom Wed Dec 17, 2014 via web

    "nor should it be the hosting platform for videos embedded on your own website"

    What do you recommend as an alternative?

  • by Ken Tronnes Wed Dec 17, 2014 via web

    Where besides YouTube should marketers look to publish videos?

  • by Robert Weiss - MultiVison Digital Wed Dec 17, 2014 via web

    Couldn't agree more with everything in this article...except the title.

    While there are many many examples of businesses using video towards marketing and sales goals, the majority of businesses are either still ignoring video or just getting started with video in 2015. If they fall into the just getting started category, they may or many not be investing properly...and most will only invest in video production and ignore the distribution (marketing) component. So it will take a while for these businesses to see the metrics, or return, for their investment in order to feel comfortable with being serious about integrating video up and down the funnel.

    Maybe 2017...???

  • by He April Wed Dec 17, 2014 via web

    Very useful.

  • by Harry Thu Dec 18, 2014 via web

    Tom and Ken, I think Tyler is referring to using paid solutions like BrightCove. That is what we use here. They have some great features, pretty well integrated with some systems and I know they are working on more features. I would say such solutions would depend on your budget. I also think they have some way to go on their analytics though. I do not think it is quite complete yet.

  • by Harry Thu Dec 18, 2014 via web

    I assume Vidyard is also a solution...

  • by Tyler Lessard Thu Dec 18, 2014 via web

    Thanks for the feedback and comments everyone! When referring to alternative solutions beyond YouTube, I was indeed referring to Video Marketing Platforms such as Vidyard, Brightcove and others. These platforms host your videos in the cloud and make it easy to post them anywhere with your own custom branded playback experience, much richer analytics, and advanced tools like email gates, custom calls-to-action, etc.

    More importantly, though, is platforms like Vidyard can identify WHO is watching each video and push the viewing data back into related contact records in CRM and marketing automation -- so now you can track which videos each prospect or customer has watched (and how long they remained engaged) just like how you would track which whitepapers someone has downloading. Lots of great information on these types of topics at for those interested, or check out our Video Marketing Handbook at

  • by Ken Tronnes Thu Dec 18, 2014 via web

    Thanks Harry and Tom for the clarification. I'll be sure to check out the options you mentioned.

  • by Tal Elliott - The Video Animation Company Fri Dec 19, 2014 via web

    Interesting article Tyler, thanks for the share !..if you ever need to extend on this subject please let me know. I would more than happy to share additional insight on this subject based on our our experience in this field. Tal

  • by Tal Elliott - The Video Animation Company Fri Dec 19, 2014 via web

    Interesting info, thanks for the share !..if you ever need to extend on this subject please let me know. I would more than happy to share additional insight on this based on our our experience in this field. Tal

  • by MediaRich Marketing LA Sat Dec 20, 2014 via web

    Good article. For those who seek other ways besides YouTube there are portal developers that are able to integrate video content from YouTube and other video sites. You host it all, the portal that is, on your homepage and all videos stay on your site and you can set up product links for sales directly from that portal. Reach out if you want more info.

  • by Karen Bell Thu Jan 8, 2015 via web

    This is very exciting news! We have been screaming about video messaging for years now. With Ving you can send interactive video messages. Video is the wave of the future!

  • by Shakira Moss Sun Jan 18, 2015 via mobile

    I definitely agree. With information surrounding us everywhere, your audience is looking for a way to take in information in an easy way. Pressing a play button is so simple to do, watching a video takes less effort and information that may of taken pages and pages to explain in done in 1 to 2 minutes. Doodler Animation.

  • by Osko Production Mon Feb 9, 2015 via web

    ďShow, donít tellĒ: Great article that takes back this old adage to prove both the importance and efficiency of video nowadays...and there are even more results to expect in 2015!
    As video is quickly going to become a tool for lead generation, video analytics will enter the discussion and make your videos more valuable! Donít forget, corporate videos work!!!!

  • by Chase Roberts Wed Feb 11, 2015 via web

    Interesting article.

  • by Rodney Mon May 11, 2015 via web

    The world is getting smaller with companies working online and in the whole world at the same time. A video is a great way of overcoming cultural differences because of visual content and easy-to-understand topics. Within two years 3/4 of all content online will be video and a combination with social media it is truly the future of marketing.

    Let the peoples know about your business by creating corporate explainer and animated videos.

  • by TerrySMith226 Wed Sep 9, 2015 via web

    I'd like to share my favorite way of fast video creation - aminated video tools. the videos look very professional and can help with any business goal. a nice tutorial how to use the most popular of them is here

  • by PitchWorx Fri Feb 5, 2016 via web

    Explainer Video should be a part of "Marketing Plans". Why..?? know here

  • by Wahab Khan Mon May 30, 2016 via web

    great piece of information. i love this informative post. :)

  • by Larry Chuon Sat Nov 19, 2016 via web

    You should have your video hosted in multiple places as best practice: SEO and backup. YouTube is known to take down videos and disable accounts. I keep mind on Amazon S3.

    You can upload videos to Facebook, Vimeo and Hulu just to name a few. Just do a Google search.

  • by Robert Weiss Sun Nov 20, 2016 via web

    Looking back... I wonder if we can say that 2015 was the Year of Video Marketing. It certainly gained importance and budget allocation, along with 2016. But how many firms are really looking at video as a strategic asset - one that integrates directly into the customer's buying process and used as marketing tools that support key objectives??? There are certainly more examples now (Nov '16) than back in 2015, but still most companies are just getting started with video...and most are only looking at the video production side of video marketing. It will still be a couple years that companies figure out that a video content strategy needs to be in place and money / time need to be allocated for getting the right video for the right time into the right distribution channels.

    Thoughts everyone?

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