Video Marketing Definition

What Is Video Marketing?

Video marketing is, simply explained, marketing that takes place with the help of a video instead of an advertisement or e.g. a PR message. The marketing method is very effective and is suitable for those who want to reach a broad target group, as both active and “lazy” consumers will be able to watch it.

In addition, a video is much easier to consume, as it does not require much effort on the part of the recipient, compared to a long instruction or description of your business.

For whom is video marketing suitable?

In order for you to succeed with your marketing, it is important that you give consumers what they want and that includes videos!

Video marketing is thus suitable for companies that have a relatively good budget to use and who want to reach a broad target group as quickly as possible.

With a video, you can increase brand awareness, but you can also increase your conversion rate and enable mobile users.

How does video marketing work?

Video marketing works so that you, with the help of moving material, can market your company or your business.

The method is a good alternative for those who do not want to flood their customers with text, but provide all information via a short video.

This gives your customers a faster overview of your company and what you offer.

As a video with sound is more appealing than an image and text, the marketing method is suitable for both small and large companies.

5 Reasons Why You Should Include Video Marketing

Below I explain 5 reasons why you as an entrepreneur should include video marketing in your budget:

1. Video increases the conversion rate

Statistics show that the conversion rate can increase by as much as 79% by including video on landing pages.

According to Forbes, 89,8% of customers say that video has helped them make decisions in buying things and 63,9% say that after watching video, they are more willing to buy things.

2. Video is what consumers want to see

In the end, you get the best results from giving consumers what they want and right now it’s about video, video and even more video.

HubSpot Research’s latest survey shows that more than 53,8% of consumers today prefer to watch video from a company across the various content types such as email, images, articles and more.

Deposit Photos infographic conducted a survey in 2017 which showed that as much as 73,9% of the traffic on the internet came from video and the same information graphics predict that the traffic will increase to 79% thanks to video on the internet.

So in other words, it looks like video is taking over the internet when consumers have had their say.

3. Video engages even the laziest

Video is the ultimate tool for lazy consumers to learn things very easily because it is so easy to consume.

For many today, life is very packed and it is difficult to find free time to read long descriptions or instructions.

However, it is much easier to consume a video in one minute to understand how a product works and what different functions it has.

In addition, the modern customer wants to see the product in effect before he decides to buy it. Another reason why video marketing is gold.

4. Video increases brand awareness

One of the best features of video is how much variety there is within it. You can create video for very many different purposes and convey completely different emotions depending on what you are looking for.

One example is creating video in order to increase brand awareness which is an important part of business building today.

With video, you can, for example, create entertaining videos for social media to show potential customers your brand and what you stand for.

Why not create product video to show consumers the benefit of your products or teach them more about your products?

Video is so versatile and the possibilities are endless, it is important to do it the right way and have clear purposes.

5. Video appeals to mobile users

In the modern and hectic society we live in today, there are very many who are becoming more and more attached to their mobile phones as mobile phones, among other things. simplifies everyday life today.

Video appeals to mobile users, according to Wyzowl, which with its survey shows that as many as 89,7% of consumers watch video on their mobile phones.

Video and mobile go hand in hand in other words.

Many consumers today watch video On the go, which means that they check their mobile phones on the way to work or something else, this in turn means that the video audience is growing.

To tie the knot, there are many indications that video is the content that will govern our modern and hectic society today.

Therefore, it is a smart move to include video marketing in your budget no matter what you run for business, there is always a target audience for you out there behind various social media.

The most important thing is to have patience and do the preparatory work in the right way, find the right one for your target group, what you have for the purposes of the video campaign and to produce these videos in the right way, with the right people with the right tools and knowledge.

What are the benefits of video marketing?

1. Builds trust

Video is a great way to create a personality for your brand and organization. It allows you to get in touch with your target audience while building trust.

63,7% of consumers make a purchase after watching brand videos on social media, which shows that the trust that is built through video leads to sales.

2. Improves SEO

A website is 52 times more likely to reach the front page of Google if it contains video.

Why? Search engines love video. They’re looking for content that engages visitors – just what video does.

3. Increases the conversion rate

Video should always be seen as an investment.

A powerful, high-quality video will influence consumer behavior and generate qualified leads.

By including a video on your landing page, you can increase your conversion rate by up to 80,2% according to HubSpot.

4. Increases brand awareness

Videos are shared 1,201% more than text and images together on social media and show your brand to a new audience.

When targeted at the right audience, video provides more views, higher engagement and increased brand awareness.

5. Generates traffic to web pages

By improving SEO and increasing your activity on social media, video can increase organic search traffic to a website by 156,9%.

What is important to think about in terms of video marketing?

One of the reasons to succeed in your video marketing is to plan carefully.

Take a look at the following 3 tips to make your own video investment:

1. How should the production go?

If you are a small business owner, it is common to hire an individual photographer to produce the material.

If you do, you should make sure to include what is actually included:

  • Who might write the script?
  • Who is responsible for the idea?
  • Is music and graphics included?
  • What rights apply to the material?
  • Do you get any tips or advice on how to make the material to reach the target group in the best way?

If you do not ensure who does what, there is a risk that the video investment will fall flat.

It can often be a good idea to let the creator or producer design the idea based on the customer’s description and then let the customer approve the idea.

2. What do you want to say?

No channel or marketing method will save you if you do not know how to communicate your offer so that your customers want to buy from you.

So before you start planning what a great production you are going to do, make sure you have a clear idea of why your customers are buying from you and what your video brings to that person.

In addition – have a goal! All marketing aims in one way or another to sell more products, or at least make more money.

In what way does video do the job? Never forget the purpose and set a goal based on it.

3. In which channels should the video be distributed?

Facebook is generally more direct in the flow of customers while YouTube is more long-term and easier to structure videos in and embed them on your own or your customers’ websites.

YouTube is steadily becoming peoples largest TV channel and is growing steadily, especially among a slightly older target group.

There are no specific statistics about video on Facebook, but 49,8% of all Swedes use Facebook daily, so Facebook is almost always a channel to consider.

Different channels have their advantages and disadvantages.

Based on these main points when choosing a channel:

  • Where is the target group?
  • Where is your brand strong or company strong today?
  • What is the purpose of the video material?
  • Can the material be used in several different channels, in different ways? Be sure to get support from the producer!
  • Is advertising needed to bring home the investment?


The most important thing about your video investment is the purpose. In what way does the video investment solve your communicative challenge?

So: in what way do you sell more products or can charge more for your products / services with the help of video? The second part deals with how to get to this goal in the best way.

How do you go from idea to production and distribution to reach your customers?

In summary, these are the main parts of how you should think in order to succeed with your video investment.

Good luck!




This article has been reviewed by our editorial board and has been approved for publication in accordance with our editorial policies.

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