Why Video Marketing Works: The Power of the Lens Article Image

Why Video Marketing Works: The Power of the Lens

We live our lives through a lens. Whether it's the lens in our eye, the lens of a camera, our phone, video or TV camera and for those of us that are fortunate to see, we make our decisions, big and small, on a daily basis based on what we see through all those different types of lenses.

If the vision through the lens is funny, we laugh.. If it’s sad we cry … If it’s profound, we give it a lot of thought. So we live in a world where the lens plays a big part in our decision making … Now let's look at that in context of your business.

I want you to think about your favourite / most powerful piece of marketing. Is it a written piece? A picture? Or is it a video? Think about it. What would happen if, instead of seeing the things in everyday life that you make judgements and decisions on, you could only read about them or see a still picture about them?

You couldn’t really make the sort of informed decision or judgement you do at the moment when you can see it in motion. This is what happens with a large percentage of businesses who still use mainly written and static images for their marketing and don’t use video in their marketing campaigns. Recent studies showed that videos accounted for 69% of all internet traffic in 2017.

These are just some of the benefits of using video content to promote your business as opposed to print or static digital campaigns. Video and, in particular, online video content is more effective and accessible than ever before and its impact is set to grow even stronger over the next few years. I used video content many years ago (obviously setting the trend as it was before the internet marketing took off!) to help sell services for the company I was working for and I have to tell you, it helped me outsell every other sales person in my area, smashing the targets I had been set. Something I am still proud of today, as I didn’t consider myself to be a natural sales person, so just tried using the video to assist my efforts. It wasn’t me who did the selling , it was the video I made!


Let’s look at some important stats about using video content:

  1. An initial email with a video receives an increase click-through rate by 96%.
  2. Video on a landing page can increase conversions by 80% or more
  3. Before reading any text, 60% of site visitors will watch a video if available.
  4. One minute of video is worth 1.8 million words.
  5. 56% of consumers believe if a company has a website, it should have video content.
  6. The Average user spends 16 minutes and 49 seconds a month watching online video ads.
  7. 80% of consumers say a video showing how a product or service works is important when learning about the company.
  8. 51% of marketing professionals worldwide name video as the type of content with the best ROI. 
  9. Video search results have a 41% higher click-through than plain text results. 
  10. 50% of marketers consider customer testimonials, explainer tutorial videos, and demonstration videos the most effective types of video content used.

What story can you tell in 90 seconds? What results could you achieve?

That’s all it takes. Less than two minutes of creativity to engage with and sell to potential new clients. Video offers a more interactive experience for consumers by educating, informing and entertaining them and when watched leaves a more lasting impression than a static ad. It allows you to tap into consumer emotions, provoking a response that will influence their opinions, choices and ultimately their buying decisions.

It’s time to start getting inspired, and if you are not already doing so, invest in some vibrant creative and a professional editor to produce something that gives you some real competitive edge! It could be the best 2 minutes you’ve ever committed to. If your competitor already does video, watch it and analyse it… then do something different and more imaginative.

John Lewis is the perfect example of doing it differently. Their ‘Monty the Penguin’ Christmas ad was shared over 202,000 times in the first 24 hours and has been viewed more than 23 million times. What has a penguin got to do with a department store? Nothing! But it got the John Lewis brand talked about by millions of people.

The creativity you can produce is only limited by your imagination, so my message to you is: what are you waiting for? 

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