Why is video needed in your Marketing mix?

This is a business team gathering around a laptop.

According to Wordstream, viewers retain 95% of information from watching a video compared to retaining 10% from reading the same information. This trend is astonishing to me but also understandable. When I look back at things I buy online or things I learn, it is the same for me. As a matter of fact, I think it may be worse because I can’t read a long article with my attention span but I can definitely watch a video or listen to a podcast. At this point, I am wondering how much more to write and how to line it up. According to that statistic, I should end it here! However, please continue and choose to be the 10%, then please go and watch the video or listen to the podcast to remember the rest.


Every good content marketing strategy encompasses a mixture of different things: blog, video, social, web, ads, and podcasts. Obviously, it is called content marketing for a reason! Think about those things, how many of those strategies can you incorporate into a video? The big question that we always get is, why?


  1. According to the same article on Wordstream, a video on your home screen can increase conversions by up to 80%. Who can’t use more leads?
  2. Video creates a personal touch that you can’t get anywhere else. The old saying, “People do business with people they like” is still important today. It may actually be more important because of the internet.
  3. According to an article written by Vidyard, 65% of viewers watch more than ¾ of a video. This is not even close to what people read!
  4. Search Engine Optimization asks you to link and backlink as much as possible as long as it is relevant content. What can be more relevant than you talking about your product on a video?
  5. Content Marketing Institute says that audiences are 10 times more likely to engage, share, and comment on a video than they are a blog or social post.
  6. Last but certainly not least, email is more seen and more returned with a video in the message.


About a year ago, a friend of mine told me that he was going to start doing a weekly video newsletter along with his regular newsletter. I got his newsletter and I fully admit that I only read about half of it on a regular basis. Since he started doing a video newsletter every Monday, I have learned so much about what is happening and what he is doing. I never knew most of that information before, even though I received his regular newsletter. This is an example of the power of video at its finest and a perfect reason to incorporate video into your marketing campaign.


The big obstacle that you will face with this is yourself. Most people do not like to be on video and admittedly, I am one of them. I believe I have a face for radio but I do videos on a regular basis because that is what is being asked of me by our clients. In the next article, I will talk about what you will do with a video once you have it.

What’s Up with video ads!

In case you haven’t heard, Google is getting stricter with the videos that go on Youtube. They are doing this because of an inappropriate video posted by a Youtube celebrity showing something that we will not even give mention to here. They have announced that they will now have a manual video review while they are reteaching the new algorithm they have. The new system that will be implemented is an Artificial Intelligence system or as we call it an AI system. This blog is not really about that, however. Although this is big news, it really does not have much to do with marketing. So, what are they changing in the marketing world?

  1. There will be new limits to showing ads on your channel. Last year, Google made the requirement of having a 10,000 view minimum in order to receive ads on your page. Now the new requirement is going to be 1,000 followers and 4,000 hours of viewing in the trailing 12 months. This new rule will take affect on February 20th.
  2. The manual vetting of Google preferred channels. As mentioned above, the reviews will get stricter. Google will be either hiring or reassigning 10,000 humans to review content. The goal is to have the video reviewed or denied within 8 hours after it’s uploaded. The same rule of 3 strikes and you are out will apply. If you violate the rules three times then your channel will be removed, period! This rule is expected to take effect by mid-February.
  3. New brand safety controls with 3rd party reporting. Advertisers will have more control of where ads are running and Google will be more transparent and tell the advertiser where. A new 3 tier “Suitability system” will be available to help make the decisions on where an advertiser’s video will appear. Google will be adding more partners in these endeavors. Currently, they are working with Ad Science and starting a beta with another company along with talking to many others. Currently, the only thing they are saying as far as a date, is sometime in the upcoming months. We would expect it by the summer for sure.

At this point you are probably thinking, so what? Why are you telling me about this, I am a small business. Well, even a small business does pre-rolls and video advertising and if you’re not, you should. These are good changes for small businesses because you will know more about where your money is going. If you do not agree morally or emotionally with a video you will be able to limit your videos away from those sites. Remember, your video is a representation of your product or service. By that same thought, your video will be attached psychologically to the video you are introducing.


Why Do I Need Video?

In today’s day and age people are very visual in nature. I know that at my house my kids are watching videos all the time. What amazes me even more is that I talk to people who say they are too busy to talk or to decide or even to go to the bathroom. However, those same people message me and say “Did you see the video on youtube? Wow, it was amazing”. Then I look at the video and it was the latest fails of the week. This is the world we live in now! People do not have the time to do as much as the world moves quickly but they can always watch the latest video.

Here is where reality crosses with marketing. We get calls everyday about video because that is what we do. Everybody wants to make a video that goes viral to promote their company. Did you know that less than 1% of videos go viral? To say that anybody has the secret sauce to make a video viral would be a lie. Not to mention, is the best representation of your company really a viral video? Viral videos are silly or show what not to do a lot of times. However, if you can get a 6 second video ad during the pre-roll of a viral video, it makes a lot of sense. The key to it is making the most out of 6 seconds. That we can do!

Having a video on the homepage of you website increases conversions by 80%. This statistic varies based on who you look up the statistic with; however, there is one common theme. Video gives you more conversions than words. Think about how many conversions you currently have from your site. Now think of how much your website costs you per lead. Who wouldn’t want the cost per lead to go down and the amount of leads to go up?

What do we record? You are not looking to be the next viral video so stop thinking it. You are wanting to show why someone HAS to have you as their vendor of choice for the project they have or why they have to buy the product they want from you. You do not have to reinvent the wheel but you do have to tell them why you! I have said it many times. Know the why of what you do. Why do people come to you? Why do people need you? Why do you exist as a company? If you answer those questions in a 15–30 second video then you can watch your leads roll. Do not try to shove 50 years into 30 seconds. It will not show well at all. Show the why now! I believe that there’s a place for history videos, bio videos and product videos, however, that place is not on your homepage. Furthermore, you should absolutely have those videos as well. Those videos should be throughout your website and they should all link to your Youtube page therefore fulfilling one requirement of content marketing.

So in short, should you have video as part of your overall strategy? YES, for sure and definitely!