Video marketing is becoming increasingly popular. In 2019 we're likely to see a rise in companies using it. Not only by sprinkling the odd video into the toolbox but it probably taking lead in the promotional strategy.

Whether you integrate video marketing for B2B or B2C purposes or like us, recruitment marketing. You need to start now. A Google Advertising Attention Research report showed before internet users go into store, an estimated 50 percent of them will search for a video to watch relating to the product or service. So without that direct content consumers are looking for, it could be affecting your sales.

With the use of accessible platforms like Youtube, Facebook, and Vimeo it's easier than ever to get your video out there on the web. By 2022, over 80 percent of web traffic will be video, a forecast from Cisco tells us. Advancement in technology and the rise in smartphones means it affordable for you to create a good quality video. Of course, like most promotional activities the more resources you put behind it the more engagement you'll get out of it.  

I had a chat with Nick Moss, Film Director at my agency, to reflect on the reasons why we use video marketing. In short, we use it for our own internal marketing and incorporate it into our work for clients. We agree it's a marketing tool that's both profitable and versatile. Not sure how it will benefit you? Well here's four essential ingredients to video marketing that might convince you.


Visual representation of information is definitely the most engaging for me and probably for many others. Stories create emotion and how you deliver that is vital. Videos allow you to get creative by pulling together the power of sound and vision.  

Your goal with storytelling should be to connect and build lasting relationships with your audience. Do this by telling the truth, video marketing will enable this. Which will drive traffic, increase leads, and convert sales.

We find with storytelling you need the balance of humor and suspense to drive your video. You need to excite your audience and let them relate! 

Social Media

Thanks to the digital world we live in, almost every social media channel is a platform for video. The likes of Facebook and Twitter alone make it possible for content to go viral due to the level of reach they have. To help you build trust and engagement, LinkedIn is the best platform to use. Delivering content there has been proven to be the most effective.  

You can share a post across multiple channels. Although, each post should be tailored to the platform you're distributing on. A statistic from Wochit states, in 2018 tweets including a video rather than photos, got over six times as many retweets. But, each channel is different with highlighted features and a variety of audience. The engagement for a video over a photo on Instagram is unlikely to be as high.  


Interactive videos should be implemented into your strategy for reaching engagement. It all goes in hand with trust. The audience will start to trust and believe they know your brand if they interact more with your content.

Videos of FAQs work well at increasing engagement. Answering direct questions through film can be humorous, accurate and simple for you. This is the kind of content your customers can relate to, they feel they're valued and ultimately, getting the information they want. Live videos are becoming more popular, thanks to the likes of Instagram stories and Facebook's feature.

Video engagement isn't always just about the videos you create. Put effort into finding those videos of people reviewing your product or service. They can impact engagement just as much and detrimental to your brand image. 


In order for search engines to determine your site has good content, they measure the time users spend there. By embedding a video it increases the likelihood of visitors staying longer on your site. Search engine ranks have been affected by the increase of video use since Google bought YouTube in 2006. Obviously, it's no secret you all want to show up on page 1 of Google search, so you seriously need to consider working on that video! 

You need visitors to have visibility and longer exposure to your videos. A small but effective thing to do is write up titles and descriptions as interestingly possible. Optimize your video- just like you would on your website with metadata. Do your research, include keywords that will rank high. We find Ubersuggests a really helpful tool that helps you with keyword ideas-- and it's free! Make sure you have a link back to your website or landing page included, this could decrease the steps of sales conversion.