To Shoot or Not to Shoot? Why Video Belongs in your Marketing Mix


It’s a standard question we ask every new client: “Do you have any videos we can use?”

Surprisingly, the majority of our clients answer no. Why when video is so pervasive? Whether it’s a quick, 30-second video of a pair of shoes we’re tempted to buy or a video of our favorite professional athlete hitting a walk-off home run – it’s a fact that video touches us all on a daily basis.

What keeps you from adding video to your marketing mix? Likely the answer is time and budget. In fact, according to Buffer 73% of marketers said they’d create more video content if there were no obstacles like time, resources and budget. And, if it’s not time and budget then the other answer may be, “We’re too technical for video.”

Well, time and budget may continue to be an issue…but let’s explore “too technical” and why this should come off of your list of reasons NOT to shoot videos.

First, let’s start with a few stats that might help push the needle in favor of video marketing: 80% of users can recall a video ad they viewed in the last 30 days. And, before reading any text, 60% of site visitors will watch a video if one is available.

Buffer shares other video marketing stats here:


With these stats in mind, it makes sense to rethink video.

But, you may be feeling like your company isn’t right for video. Think again. Every company has a target audience with individual decision makers that digest content in different ways. Some rely on news feeds, some on white papers and others on various forms of online content. This fact is why marketers communicate in a variety of ways.

Video is a very compelling marketing tool as it is easily consumed in bite-sized chunks. And, even the most technical of stories can be told via video. The key is to understand your audience and what they need to make a buy decision. Ask yourself, “What are my sales prospects searching for online?” Almost any way you answer this question can be wrapped up with a bow and delivered via video.

It may be that your prospects are looking for:

  • Benefits videos on your new product
  • Motion graphics videos that highlight key applications
  • CEO providing the company vision
  • Training or demo videos
  • Tutorials in an explainer format
  • Lifestyle videos showing your product in action

You name it – there are endless opportunities for video content in your marketing mix. So, set aside the skepticism about your company message, and whether it’s good for video, and pencil some ideas for your video marketing strategy.

Share This Article