Video content marketing has been surging in popularity these past few years, and there is little mystery why. Marketers and brands see fast, measurable results when they implement video content in lieu of other marketing materials. The building phenomenon of audiences’ hunger for video is only expected to swell even larger in coming years. Studies by networking company Cisco project that by 2019, 80 percent of all online traffic will be video.

Brands that stay on top of this curve are seeing tangible returns that are encouraging them to invest even more in video marketing content. Here are just some of the ways that video is helping put money back into their pockets:

1. Video Engages More Than Other Forms of Content

Video increases engagement during A/B testing when compared to similar pages that are missing video or substitute it for other content, like text. One niche site named discovered that changing from text to video on their landing page increased conversions by 12.62 percent. For business-to-business (B2B) brands, that potential increases since 59 percent of senior executives would prefer to watch information delivered through video rather than text.


2. Video Increases Knowledge and Retention of Viewers

Written communication alone often fails to deliver the same impact as words, images and other aspects like intonation that can be conveyed through video content. Professor of psychology and communication Albert Mehrabian discovered that 93 percent of emotion and subtext is delivered through non-textual elements.


Companies are harnessing this capability of video in order to “demonstrate complex business ideas or product functionality in an accessible and engaging way,” according to ROI optimization company EyeView. Powerful online brands like Zappos use video for this reason and report that it has led to “an increase in conversion, decrease in [product] returns, increased organic traffic through SEO, and an enhanced social presence.”

3. Video Optimizes Your Search Engine Exposures

Did you know that YouTube is now the number two search engine after Google? Since Google bought YouTube a few years ago, their presence has become even more intertwined, with video results now being featured prominently at the top of search engine results pages (SERPs).

This relationship is set to only become entrenched deeper now that video ads are being considered as a feature on Google SERPs.

4. Video Encourages Social Shares and Views

Video appearing on platforms like Facebook, Instagram and Twitter helps enhance the appeal of content and encourage clicks. 82 percent of Twitter users view video content, for example. On Facebook, over 1 billion videos are watched every day. These astounding numbers occur because users are more apt to engage and share video content compared to an article or a mere image.


5. Not Using Video Marketing Content Places You at a Competitive Disadvantage

After adoption reaches a certain point, ROI becomes tied to the fact that brands who have not yet adopted are seen as out of touch. 63 percent of B2C companies and 56 percent of B2B companies are already producing and distributing their own video marketing content. 71 percent of those that are engaging in this practice report that video content has delivered the highest ROI compared to other content forms.


Clearly, video content marketing is a strategy that brands and powerful CEOs believe in and are committing to.

What are you missing out on by putting off video content adoption? Learn more about how easy, versatile and effective video content can be by visiting our video content marketing services page.