Video marketing – how it can work for you?

By Daniel O’Connor, Co-Founder

I don’t know if you’re anything like me, but I hate the way my recorded voice sounds. My colleagues might tell you I’m fond of the sound of my own voice, but not on a podcast, a video or even a voicemail message. Recent studies show I’m not alone in this. Many people don’t like how they sound on video because they don’t think that’s how they sound in real life.

It’s natural to worry about how we come across on camera, but as I keep pointing out to clients, that shouldn’t hold you back from video marketing. At the moment, we spend most of our professional and social life on facetime or Zoom, and that doesn’t make us sweat. Appearing on video is no different, you just get to play it back and watch yourself later, plus you can edit out all those embarrassing blunders that you won’t live down after a video conference.

filming with a video camera

So, if you’ve been considering video as a marketing tool, but don’t know where to begin or how to go about it. Or if you simply can’t seem to find the time and resources to commit to a proper video shoot, let me give you a few statistics that might make you a little more excited. And yes, I do know that statistics don’t get many people excited, but these make for interesting reading.

Exciting Stats

Consumer trend studies show that video is the way forward when it comes to digital marketing. So much so that it’s no longer just a part of many organisations’ marketing strategies, but the central tenet of their digital campaigns and social media engagement. In fact, a recent consumer trends report actually showed that two thirds of all promotional videos are watched by consumers while they’re relaxing and catching up with friends on social media.


Believe it or not, this is the ideal time to catch potential clients and customers, because they’re not distracted by finishing up work tasks, they’re more open to learning about products and services they might need. So open, in fact, that a content trends study shows consumers actually want to see more video content. That’s right, they want more of it, and if there’s a growing demand for video marketing there’s an unprecedented opportunity to engage with your customers and inform them about the products and services you sell.

But does it actually work?

This is the big question, isn’t it? You’ve found time in your ridiculous schedule to commission the video. You’ve found the resources to prepare the script, scout for the locations and assemble a team to shoot the footage. Then you’ve gone through the editing process and your tech guys have got it live on your website. But will anyone watch it? And even if they do watch it, will it bring you any extra custom? After all that time, trouble and expense will it actually generate leads? That, after all, is the bottom line.

Well, you’ll be pleased to hear that the numbers are on your side. We know how hard it is to get people to open the targeted mailouts we send every month. Mailouts are essential to building and engaging an audience. We go to great length to make them interesting and entertaining and are constantly scouting for exciting news to share with our subscribers. Yet, when we get the numbers back from MailChimp, we find as little as one to five percent of recipients have even opened them. However, recent video marketing stats show that if you put the word ‘video’ in the subject matter of your email, you increase the number of people reading it by 19%, meaning you can get over four times as many people opening your mailouts just by adding a video.

Video marketing statistics

It gets better

As a business, your principle digital marketing outlay is your website. We want our sites to look as good as they can and it’s easy to get obsessed with how many ‘hits’ we get. But when it comes down to it, the main reason we have a website is to raise awareness of our brand and make more sales. So you’ll be happy to know there’s proof that having a video on your landing page improves conversion rates by as much as 80%. That’s right – 80%! Even I smiled at that stat.

And if that hasn’t convinced you yet, then maybe you should consider that 90% of consumers say videos are an essential part of their online purchasing decisions. And what’s more 93% of businesses report winning a new customer through launching a video on Facebook!

a microphone in front of a crowd of people

But Do I have to be Davina McCall?

The short answer to that is no. As I said earlier, one of the biggest worries people have about video is appearing in front of the camera. I told you I hate listening to recordings of my own voice. Many people also worry if they’ll look smart or professional enough, or whether they’ll get their lines wrong.

Well, I can honestly tell you that the research says you have nothing to worry about. Customers and consumers are looking for authenticity above everything else. They want to see you be yourself in your videos. If you come across as too polished they’re more likely to see you as fake or inauthentic.

So you have one or two rough edges. Who doesn’t? That’s what will endear you to your customers and ultimately win their trust. And if you’d really prefer to stay away from the camera, you can always get creative and work with animation or stock footage. That’s what we did in order to create a landing page promo video for our homepage. Watch it via the link below if you fancy.

Hopefully I’ve piqued your curiosity about the possibilities of digital video marketing. If you’d like to discuss anything I’ve covered here further and in more detail, then please do get in touch. I love talking about this kind of stuff and I’d love to hear from you.

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