The Impact of Video Content in Digital Marketing


If content is the king, video content has officially claimed the throne. Video marketing is no longer a small piece of a puzzle or a random initiative worth considering in your digital marketing strategy. Over the years, the value and need of video marketing has increased and today it has become an essential driver of a brand’s success, placed at the core of any effective marketing strategy.

Let there be video!

When YouTube was born, everybody and anybody with an internet connection could watch and upload videos at their heart’s desire. Since then video consumption has skyrocketed to a new high – from music and gaming videos to tutorials and influencer videos – each week 91.8% of internet users worldwide are watching videos online all the time!

If your brand is currently doing video marketing right, you are in the best shape to seize the opportunity to engage with a huge percentage of your audience. But if you aren’t, there’s no time like the present.

What is Video Marketing Strategy?

Video marketing in digital marketing is a strategy that uses videos to promote a brand’s products and services. These videos are distributed across various online media and social media platforms, including the brand’s website.

Not convinced? Let’s delve into the impact of video content in digital marketing and why you should take it seriously.

Everyone is talking about how great video marketing is, but if you are just not convinced that it’s the right investment for your brand, read on.

Why Include Video in Digital Marketing?

The Wyzowl study reveals the most impressive statistics that prove the importance of video in digital marketing.

  • 91% of businesses use video as a marketing tool.
  • 2% of video marketers report that video gives them a positive ROI.
  • 96% of marketers admit that videos help increase user understanding of their product or service.
  • 96% marketers see video as an ‘important part’ of their marketing strategy.
  • 87% of marketers agree that video has a direct, positive impact on sales.

These statistics establish the fact that videos aren’t going anywhere, they are going to constantly change, expand, evolve, and rule the digital marketing domain. With the competition being what it is in today’s digital space, if you aren’t using video at this point, your brand is losing out on important opportunities.

Read more about how startups can leverage digital marketing to grow their business here.

Top 3 Examples of Brands Winning at Video Marketing


    This video highlights the power of Salesforce’s products without calling them out loud. In this well-documented video, Salesforce’s client Barclays talks about their challenges, their needs, and the solution they want.

    With a focus on client’s needs, Salesforce wonderfully explains what they can do for their clients, making it look more like a recommendation than a marketing initiative.


    LG’s infamous prank video was a massive success. This prank not only entertained the viewers, but also helped the brand drive engagement with "what’s your worst interview" becoming an icebreaker, sparking conversations across social media channels.

    Through this simple video, LG managed to demonstrate the product’s efficacy with alarming accuracy.


    This B2B video engages viewers right from the word go. It starts with customer pain points and then simply explains what Hubspot is, what it does, and why businesses need it.

    Without distracting the viewers, Hubspot gives a quick, easy, and to-the-point introduction to their software.

The Influence of Video Marketing on Your Brand’s Digital Marketing Strategy

When incorporated in your digital marketing strategy, here’s how videos can drive compelling ROI and positively impact your business growth.

  • Increases Brand Awareness
  • A picture is worth a thousand words and a video is worth twice as much. Video marketing has the potential to reach a wider audience, create an impression and increase brand awareness. They can effectively highlight your brand’s personality and values, making it possible for customers to connect with your brand at a very human level

  • Improves Engagement
  • Videos have extreme shareable potential on social media platforms. Compared to images and text, they generate 1200% more shares. When your content is more shareable, you increase its potential to be viral and give your customers a chance to be your brand ambassador. That said, the word ‘Video’ if added in your email subject line can boost your email open rate by 13%. Also, a video on your Facebook page can increase user engagement by 33%.
    Read more about improving engagement rate here.

  • Builds Trust and Improves Customer Connection
  • In general, marketing is based on trust and relationships, and videos do it all too well. They allow you to tell a story and evoke emotions far better than any other online medium. You can experiment with the tone, music, voice, and facial expression to humanize your brand and deepen your relationship with your customers.

  • Boosts Conversions
  • People prefer watching rather than reading- that’s the great thing about videos. Statistics say nine out of 10 people want to see more videos from brands and with 55% of users making buying decisions after watching videos, you wouldn’t want to lose that 20% of consumers who may get disinterested in a product if it doesn’t come with video descriptions.

    If you strategically place the video on your website product page, you can potentially move your client down the marketing funnel in under two minutes. According to WordStream, a video on a landing page increases the conversion rate by 80% and a video in an email boosts the click-through rate by 200% – 300%.

  • Improves SEO
  • Videos are a powerful tool that doesn’t directly impact the website rankings but greatly increase your chances of getting ranked on SERPs based on two factors:

  • Bounce rate: Videos draws the viewer’s attention, making them dig deeper into your website content, thus reducing your bounce rate.
  • Dwell time: The time a visitor spends on a website is an important ranking factor for Google. Videos engage your visitors and keep them from leaving the page, hence increasing the dwell time.
    These two factors improve your website’s search engine optimization (SEO), leading to higher rankings and increased organic website traffic from SERPs.

Types of Video Content in Digital Marketing

The range of video content you can use in your digital marketing strategy is enormous, which includes but isn’t limited to:

  • Product/Service Demo : explains the features, benefits and USPs of the offering.
  • Testimonials : includes happy customers sharing their appreciation and experience with the brand.
  • Interviews : includes an interview with a thought leader on a particular topic.
  • Explainer Videos : answers questions related to the product/service offering.
  • How-To Videos : explains how to use the offering or any of its features.
  • Reviews : uses influencers and thought leaders to review products or services.
  • Vlog : a video version of a traditional blog.
  • Webinars : online seminars with experts talking on a specific topic.
  • Tutorials : educates customers about the intricacies of product/service.
  • Event Videos : covers event highlights.

After everything we’ve discussed here, all statistics and data point to the fact that video marketing will not slow down anytime soon. From a “nice-to-have” initiative, video marketing has become an essential strategy for companies to stay ahead of competition.

So, no matter what your business is, video marketing should be a key part of your digital content marketing. But if you’ve never done it before, or you’ve tried, but aren’t getting results, now is the time to start thinking about how you can make video content work for your business. Not sure where to start? Dust Value can help.

How Dust Value Can Help You with Video Marketing

Dust Value is an end-to-end marketing partner with expertise in video marketing, covering the whole spectrum of your video marketing goals. We can help your brand with:

  • Video Strategy: Our video marketing strategy is aligned with your brand’s target audience and goals. We create the best type of video content for your brand, decide where to use it and track the relevant metrics.
  • Video Production: Our high-quality video content showcases your brand’s values and message in the best light. From scripting to storyboarding, and filming to editing, we do it all.
  • Video Production: Our high-quality video content showcases your brand’s values and message in the best light. From scripting to storyboarding, and filming to editing, we do it all.
  • Video Promotion: Our distribution plan includes promoting your videos across various social media platforms, including your website. We make sure that videos are optimised for maximum engagement.
  • Video Analytics: Our video performance management includes tracking and analysing the metrics to extract insights that can refine the video marketing strategy and improve results over time.
Take Full Advantage of Video Marketing Today

At Dust Value, we provide end-to-end video marketing services carefully tailored to your business needs. To learn more about how we can help your business, contact us today.