YouTube is widely known as the second most used search engine. One billion users consume content on YouTube monthly, which means 1 out of every 2 internet users are on YouTube. Users are consuming 6 billion hours of video content monthly. If that’s not enough to get marketers’ attention, maybe the following information will.

Here are the essential reasons marketers need to migrate to video in the next 12 months.

Video Communicates in Ways Email Can’t

Another email. Surprise! It starts off with the same faux personalized greeting and some text that seems to blend in with the last several hundred emails. Placing the word “video” in the subject line of the email boosts open rates by 19%, click through rates by 65% and reduces unsubscribes by 26%. Placing smartly-crafted messaging in a video will produce a great, attention-grabbing email. Don’t forget to use captions for silent viewing of Facebook scrolling.

Improved Search Engine Optimization (SEO)

Google loves video, period. Search engine algorithms favor useful content, and Google defines “useful” as how many people click and interact with a web page link. Web pages that contain video encourage users to engage and remain on the page longer. Google takes that into consideration when ranking and ultimately favors this engaging type of content, which boosts the site visibility. With video, chances to be placed on the front page of Google results increases 3 times. That’s the goal, my friend.

Related: Why Topic Clusters & Pillar Pages are the SEO of Tomorrow

Engagement, Engagement, Engagement

Video has extreme engagement capabilities. 65% of video watchers watch more than 75% of a video. While content marketing focuses on producing relevant, educational or entertaining content to drive a business goal, many marketers focus on solving their customers’ problems. Telling a story – or, with video, showing – captures the user’s attention and empathy. With pain points identified, savvy marketers are creating videos aimed at stimulating their target’s problems, evoking emotion and connection. Audiences are 10 times more likely to share, embed and comment on a video post than a blog.

New, Immersive Formats

As if the video marketing stats above aren’t enough to get you on Amazon to buy your company’s first camera, there’s more. New, mind-blowing formats in video marketing allow for truly immersive experiences. 360 videos (also known as virtual reality or VR) are clips displaying a spherical scenario where the camera has recorded all possible angles of the environment. Also, with Facebook Live and other streaming platforms taking video marketing by storm, users clamor to see what their favorite brands are doing right in that very moment.

Related: What's Next: Digital Marketing Trend Predictions for 2019

Final Thoughts

It’s time to adopt video into your company’s content strategy. Small businesses and big businesses alike will miss out if video is not part of their 2017 strategy.

Complete new-comer to video? Good news, there are options. Contact a high-quality video production company, or do it in-house. Easy-to-use applications exist purely for the video newbie to get involved in video marketing. And there’s no need to reinvent the wheel. Re-purpose blog content, brochure content and case study content into the video strategy. Use current content strategy to test the video channel. It will be worth the energy.


Marketers who invest in producing quality video content today are the best positioned to receive undivided attention. If you're not sure how to kick-start your video marketing strategy, reach out to the digital marketing experts at Ironmark. We'll help you create a custom video plan to suit your unique business needs.

Written by Chris McCready

Chris McCready directs strategy and implementation for Ironmark’s Digital Clients across all verticals and industries. Her 15 years of experience within a variety of agencies across the country has provided a wealth of knowledge and expertise within market research, branding, digital strategy, social media, marketing automation and web development. Chris has led strategy and implementation plans that have resulted in increased brand awareness, visibility, lead generation and overall revenue for her clients over the years.

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