Think about the last time a video made you stop scrolling. Maybe it was a quick product demo, a customer testimonial, or a short clip that explained something in seconds. That moment of connection is why video marketing has become such a powerful tool for brands.
Studies show that 91 per cent of businesses now use video content as part of their digital marketing strategy, and 92 per cent of marketers report strong returns. From landing pages that convert 80 percent better with video to emails that see clicks jump by 300 percent, the impact is clear.
Video marketing is the use of video content to promote a product or service, strengthen brand visibility, and support a digital marketing strategy. It helps brands connect with their target audience in a visually appealing way that text alone cannot achieve.
Recent video marketing statistics highlight why this format is so effective. Research from Wyzowl shows that 78 per cent of consumers prefer to watch a short video when learning about a product or service. Another study found that viewers retain 95 per cent of a message when delivered through video, compared to just 10 per cent when reading text. Video content also influences purchasing decisions, with 87 per cent of people saying a brand’s video convinced them to buy a product or service.
Social media platforms further amplify this impact. Short-form videos drive more interactions than static posts, while live videos and behind-the-scenes clips build stronger connections with audiences. With mobile devices now the primary way people consume content, incorporating video into a social media marketing strategy is no longer optional. Video is one of the most reliable ways to boost customer engagement, increase brand recognition, and drive sales.
Video marketing strengthens every part of a digital marketing strategy when used alongside other efforts. On websites, videos increase time spent on page, which supports search engine rankings and improves conversions. In email campaigns, short videos or animated previews raise click-through rates and keep audiences engaged. Social media marketing strategy also benefits, as short-form videos and live videos often perform better than static posts across social media platforms.
Video content marketing supports content marketing as well. A blog post with an embedded explainer video or how-to video offers more value and increases brand visibility. For existing customers, product demos and educational videos improve the overall customer experience. For potential customers, testimonial videos and brand videos build trust and recognition.
Different types of video marketing serve different purposes. Some videos are designed to explain, others to persuade, and some to build trust. The key is knowing which format fits the goal of your marketing campaign. Below are the most common types of video content businesses use to connect with their audience and drive results.
Explainer videos and how-to videos are among the most effective formats in video content marketing. They break down complex ideas into simple, easy-to-follow steps that hold the audience’s attention. These high-quality videos are compelling at the top of a digital marketing strategy, where potential customers are searching for clear answers.
An explainer video can introduce a product or service in a visually appealing way, while how-to videos show practical applications. Both formats work well on websites, YouTube channels, and social media platforms.
Testimonial videos and case study clips give potential customers proof that your product or service delivers results. Unlike brand videos or ads, these formats rely on real experiences from existing customers, which makes them highly persuasive.
A customer speaking on camera about how a product solved their problem builds trust faster than written reviews. These serve as powerful social proof, allowing potential customers to hear authentic experiences directly from satisfied users.
Incorporating these into your campaign can significantly enhance credibility and influence purchasing decisions. Testimonial videos also contribute to consistent branding by showcasing authentic voices that reflect your company culture and values.
Product demos and tutorials show potential customers exactly how a product or service works. These high-quality videos are often used in the middle of a video marketing campaign to guide decision-making and boost sales. A demo video highlights features and functionality, while a tutorial walks through step-by-step use. Both formats build confidence by showing value in a clear, practical way.
Short-form video content dominates social media platforms, making it one of the most effective ways to reach a broader audience. Video content formats like Instagram Reels, TikTok clips, and YouTube Shorts are designed to capture the audience’s attention within seconds. These videos are quick, engaging, and often mobile-first, which fits the way people consume content on the go. Social media interactions such as likes, shares, and comments also come faster with short videos compared to static posts.
Live videos and event videos create real-time connections that other formats cannot match. A live stream lets brands interact directly with their intended audience, answer questions, and showcase authenticity.
Event videos, on the other hand, capture highlights from conferences, launches, or company gatherings. Both formats bring audiences closer to company culture and help strengthen trust. They are also highly shareable across social media channels and can be repurposed into multiple videos for later use.
Brand videos that focus on storytelling help businesses connect on an emotional level. Instead of pushing a product or service, these videos highlight values, purpose, and the people behind the brand.
Story-driven video content can feature behind-the-scenes moments, company culture, or narratives that show why the business exists. Brand storytelling videos are versatile, working well on websites, YouTube channels, and across social media platforms.
Creating videos is an investment. Measuring ROI (return on investment) shows whether that investment is paying off.
For businesses, video marketing ROI is not just about views. It’s about proving that video content supports real business goals such as sales, leads, or customer retention. The good news is that ROI can be tracked with the right framework.
Before measuring ROI, it is important to set clear objectives. For some companies, ROI might be direct sales from a video ad campaign. For others, it may be an increase in enquiries after publishing testimonial videos, or longer time spent on product pages with explainer videos. ROI should always connect back to business outcomes, not vanity metrics.
Engagement is the first layer of ROI. Metrics like watch time, audience retention, and click-through rates show if your video marketing campaign is capturing the audience’s attention.
Short-form videos on social media platforms, for example, often achieve higher engagement compared to static content. While engagement does not always equal revenue, it is a reliable indicator that your content is resonating with the intended audience.
The next step is linking video performance to leads and sales. Tools like Google Analytics, YouTube Analytics, and marketing automation platforms can track how viewers move from watching a video to taking action.
For example, you can track the number of people who click from a product demo video to a sign-up page. Conversions could be form submissions, direct purchases, or booking requests.
ROI comes down to comparing what you spend with what you gain. Start by calculating the total cost of creating and promoting the video. This includes video content creation, editing, distribution, and ad spend if you are running video ads. Then measure the revenue or value generated.
If a $5,000 video campaign produces $20,000 in new sales, the ROI is clear. Even if the return is not immediate sales, value can still be calculated by looking at leads generated or customer lifetime value.
Not all ROI is immediate. Some videos continue to deliver results months or even years after they are published. An explainer video embedded on a product page may keep boosting conversions well beyond the initial campaign. Testimonial videos or brand videos can strengthen brand recognition, which improves ROI over time.
The most effective way to measure ROI is by focusing on key performance indicators that match your goals. Examples include:
When ROI is measured with the right KPIs, businesses know which videos deliver the most value and where to invest in future campaigns.
Many businesses invest in video content creation but struggle to see results. The problem is rarely the lack of creativity. More often, it comes down to poor planning and weak execution. A video marketing campaign without a clear direction can waste budget and time. Here are the most common mistakes to avoid:
Successful video marketing comes from strategy, not chance, which means avoiding these pitfalls is the first step to creating videos that actually perform.
These best practices help businesses build stronger video campaigns that fit into a wider digital marketing strategy:
Attention spans are limited, especially on mobile devices and social media channels. Short-form video content works best when it delivers one clear message. For example, in property marketing, a short video tour can showcase key features of a space without overwhelming the viewer.
Video performance depends on discoverability. Use relevant keywords in titles, descriptions, and tags. Add schema markup when embedding videos on websites. This makes it easier for search engines to index your video content and increases visibility. A YouTube channel with optimised video ads, explainer videos, and tutorials can also become a steady traffic source.
Captions make videos more accessible and improve engagement across social media platforms where people often watch without sound. They also provide extra text that search engines can read, supporting SEO.
Every video marketing campaign should guide the intended audience towards a specific step. Whether it is signing up, requesting a free consultation, or making a booking, clear CTAs drive measurable outcomes. This is particularly effective in hospitality marketing, where a short video can turn interest into reservations or enquiries.
High-quality videos should reflect brand identity across every platform. Incorporating video with consistent colours, logos, and design elements builds recognition. This creates trust with potential customers and reinforces brand visibility with existing customers.
Video content creation takes effort, so stretch the value. A single explainer video can be turned into multiple short videos for social media platforms, an email teaser, and a blog post with a transcript. Repurposing gives marketing campaigns more reach and impact without starting from scratch.
Video marketing statistics mean little unless they are applied. Monitor key performance indicators such as watch time, click-through rates, and conversions. Review drop-off points to see where the audience’s attention fades. Regular testing helps refine video content marketing and ensures every new campaign is stronger than the last.
Video marketing continues to be one of the most effective tools in digital marketing. From explainer videos that educate to testimonial videos that build trust, the right video strategy can improve customer engagement, increase brand recognition, and boost sales.
But success doesn’t come from creating one or two videos. It comes from building a consistent video marketing campaign that aligns with business goals and connects with the intended audience across multiple channels.
If you are ready to create videos that do more than entertain, our team at If and When Creative Agency Australia can help. We combine creative video content creation with strategy to deliver measurable results. Get in touch with us today for a free consultation and let’s talk about how video can drive growth for your brand.
