Limited Time Offer: Save 40% on PRO with code GOPRO2018 »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Why Should Marketers Care About Creating Videos?

by   |    |  280 views

Over the past few years, online video has grown from a "nice to have" tool to a "must-have" for marketers. Today's consumers don't simply enjoy video; they expect it.

As the means of production, video delivery infrastructure and video viewing habits have evolved, the level of video watching online has soared. For example, MarketingProfs found that 181.4 million US Internet users watched more than 39.4 billion content videos on Google Sites. In any given month, 60% of the country watches online video.

Yes, these lofty stats are fueled more by entertainment than marketing videos, but as marketers, we are greatly interested in the habits and expectations of our customers. We need to deliver our information in a manner and in a medium in which it will be noticed, consumed, and appreciated.

Why do we feel video—particularly entertaining video—fits the bill?

Having video on a website's landing page makes it 53% more likely to show up on the first page of Google searches.

The average user spends 88% more time on a website with video than a website without one.

Email opt-outs can be reduced by as much as 75%.

Why Video Is Effective

Beyond matching user expectations, what makes video more effective? It's a faster path to engagement. People today are inundated with information 24/7/365 from 360°. Reading is slow. Reading requires more mental energy to visualize things. Video provides the quick fix. Video is like delivering story and visual style by IV instead of a pill.

Many companies contend that video is more effective because you can tell meaningful stories or make an emotional connection. While that is certainly true for TV and film, I';m not sure it applies to marketing videos. Most marketing videos are 2 minutes or shorter. What kind of emotional connection are you going to make? If you're raising funds for starving children, you have a chance. Beyond that, it's going to be difficult. Dollar Shave Club didn't get 10 million views because it made an emotional connection. The founder was funny and accessible, early in the video. In this case, "funny" is a subset of "engaging."

The key to success while managing the conception, scripting and production of your marketing videos is to engage your audience early. You are competing with mailboxes full of unread email, calls and texts from friends, push notifications from Facebook, LinkedIn, Twitter, Vine, and Instagram videos---and then there's everything that YouTube has to offer. Don't be shy. The meek shall inherit no leads.

Classic Examples of Engaging Videos

Humor, spectacle, and surprise are evergreen performers. Old Spice's "The Man Your Man Could Smell Like" video, with 45.7 million views, satirizes commercials using male hunk stereotypes ... and is just plain silly.

Blendtec has produced a series of hilarious marketing videos to demonstrate the power of the company's blenders. The series introduced "Will It Blend?" into the Millennial lexicon, as a lab-coated spokesman shoves all manner of objects into a Blendtec to see whether they indeed will blend. The April 2010 successful attempt to blend an iPad has drawn nearly 16 million viewers.

Viewers reward receiving entertainment in advance. Melbourne Metro's "Dumb Ways to Die" public safety video waits until the 2:20 point of a 3:03 video to start delivering key messages, earning 50 million+ views.

Nevertheless, entertainment and humor can be difficult to execute. There's nothing wrong with presenting useful information clearly, concisely and sincerely—with just enough visual style to grab the audience's attention.

Master that and you can effectively incorporate video in your marketing outreach. These videos can introduce your product, company, or industry or explain complex topics. They can demonstrate your product or service, enhance your reputation and improve your SEO results.

Lower Budgets Through Online Resources

You won't need a huge budget. Cameras have gotten smaller and cheaper. Their light sensitivity has improved, reducing the need for lighting equipment. Online platforms have sprung up that enable the creation of both live and animated videos in the cloud. GoAnimate enables anyone to produce animated video clips with simple drag and drop tools. WeVideo provides a full set of cloud-based post-production tools. Sites such as Wistia and Vidyard provide hosting, analytics and smooth playback across multiple devices. Vidcaster specializes in helping businesses build a marketing-optimized site around their videos.

In today's video-obsessed world, getting started in video marketing is as easy as "Click, drag, action!" Over time, you will develop more experience and expertise that will allow you to fast-forward toward more ambitious video marketing goals.

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Gary Lipkowitz is chief operating officer of animated-video solution GoAnimate, which he joined in 2011, after spending 10 years in Asia working with, Mediacorp Raintree Pictures, Yahoo Southeast Asia, and MTV Asia.

LinkedIn: Gary Lipkowitz

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by slogan media Fri Aug 30, 2013 via blog

    We couldn't agree more with this article! We produce high quality video content and love all the new channels that are popping up for video as well as photographic expression. We highly recommend the above affordable online resources. When you're ready for something in the big-leagues, we offer very affordable rates for very effective concepts.

  • by Caique Santiago Fri Aug 30, 2013 via blog

    With Social Media Analytics pointing out higher engagement rates through video, companies have even more reasons to go for it. We are talking not only about the classic Explainer Videos (which are very effective) but also branded content, exploring the creative aspects of the lifestyle related to consumers point of view.
    And if Content is King, keeping the production quality is Queen. That is why we put so much effort in making Motion Graphics, Animation and Voice over very carefully.
    That is definitely a trend that is not going away, as the way people are consuming media and information is changing for good.

  • by Ashley F Sat Aug 31, 2013 via blog

    Video and visuals in general are a great way to get attention and generate interest. I try to put good visuals in every blog post and recently I started dabbling in video. A lot to learn though - don't think I will be at this professional level but it's a different way to get a point across for sure. thanks for posting

  • by Clip Wed Sep 4, 2013 via blog

    Of course it is much easier to get the attention of viewers using videos or graphics, but those visuals have to be interesting and attractive not only in aesthetic but also content-related way. E.G. to create a really popular viral, we need a good and catchy idea, not necessarily a large budget. All in all, I have no doubt that video marketing is an effective way to gain the new clients.

  • by Animation Outsourced Studios Sun Sep 8, 2013 via blog

    With the short attention span of audience due to overwhelming information on the internet, indeed having animated videos in marketing someone's product, brand or service is the way to go.

    Not only it will help the website rank better in terms of search engine, but it also helps the business in telling its customer why they need to avail it in just a short and simple message being told by the animated video

    In addition, animated videos definitely has a higher chance of engagement compared to traditional ads that contain just pictures and words.

  • by Adam Monaghan Sun Sep 8, 2013 via blog

    Hi there. I just signed up. Great blog!

    Great article also. Thank you. I'm just wondering what the source is for your stats: "Having video on a website’s landing page makes it 53% more likely to show up on the first page of Google searches.
    The average user spends 88% more time on a website with video than a website without one.
    Email opt-outs can be reduced by as much as 75%."

    Could you let me know please?


  • by Anwell Steve Mon Sep 9, 2013 via blog

    I guess videos are really interactive and more entertaining that makes the audience don't get bored on getting informed on what they see.

  • by Dave Thu Sep 12, 2013 via blog

    All great points about using Video, and yes I agree that having video on your website helps with your google ranking as well as increasing dwell time. But you are also giving your visitors a chance to leave your website by having the video embedded from YouTube. There are ways of having a video that not only conveys your message, but can have your viewers sign up to mailing lists, buy products directly from the video, join your social platforms and all directly from within the video itself! You can't do that with YouTube.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!