With the rise of social media and the wide availability of high-speed internet—not to mention the screen-focused shift we all experienced during the pandemic—video has become one of the most effective marketing tools for reaching audiences. Our clients (and future clients) should seriously consider incorporating videos into their marketing efforts, as they can play a meaningful role across various platforms. 

Here are a few of the reasons why video marketing is effective:

Visual Engagement

Video marketing captivates and engages audiences. If attention spans are dwindling, then videos provide a dynamic way to convey information, evoke emotions, and tell stories. According to HubSpot, 54% of consumers want to see more video content from brands they support. When people are engaged, they are more likely to remember and share the content, which can increase a brand’s exposure and reach.

Human Connection

To link a face with your brand, consider video. Through interviews with company leaders, behind-the-scenes glimpses, or customer testimonials, videos create an authentic, personal connection that static text and images alone can’t match. This human touch fosters trust, which is the bedrock of any successful business-client relationship.


Videos can be adapted to educate, entertain, inspire, or persuade—and they take various forms, from product demonstrations and how-to guides to animated explainers and short, engaging stories. Such flexibility means video caters to a diverse range of customer needs.

We used this video—designed to entertain and engage audiences—on social media to celebrate National Donut Day in June.

SEO Boost

Search engines love video content. Websites that incorporate videos tend to rank higher in search results, providing a significant SEO boost. Additionally, video thumbnails in search results can increase click-through rates and drive more traffic to your website. Including a well-optimized video in your content strategy can boost your company’s visibility online.


Social media platforms such as Instagram, LinkedIn, and TikTok thrive on shareable content, and videos always have the potential to go viral. Even if a video’s viral spread is minimal, a single well-crafted video can still reach a wide audience compared to other forms of content marketing. Either way, video’s potential for racking up views can’t be ignored.


With more people consuming content on the go than ever before, videos are a perfect fit for mobile devices. They are easily digestible, and their visual nature ensures that the message gets across even on small screens. Clients who invest in video marketing are more likely to engage with an ever-growing mobile audience.

Higher Conversion Rates

Ultimately, the goal of marketing is to drive conversions. Adding a product video to your landing page can increase conversions by 80% or more, and people are more likely to make a purchase after watching a video that explains a product or service in detail—which is why Amazon encourages customers to share their own product videos in the reviews (at no cost to Amazon, of course). If you’re looking to boost conversion rates, video can help.

Emotional Impact

Emotions play a crucial role in consumer decision-making. Whether it’s through a heartwarming story, a funny bit, or an inspiring message, these emotional connections leave a lasting impression. When clients incorporate video into their marketing strategy, they tap into the power of storytelling.

An example of a video with high emotional impact, made in the first weeks of the COVID-19 pandemic.

Data-Driven Insights

Video marketing provides valuable data to inform future strategies and efforts. Through analytics, clients can gain insights into viewer behavior, engagement levels, and conversion rates. These metrics can help refine marketing efforts, allowing for more targeted and effective campaigns.

Competitive Advantage

It’s not enough to simply have an online presence; you must distinguish yourself from the competition. Unique, memorable content that resonates with your audience can help your business effectively leverage video, gain a competitive edge, and thrive in a crowded online marketplace.

Educational Content

Videos can simplify and make information more accessible whenever you’re explaining complex concepts, demonstrating product features, or providing tutorials. Such an educational approach can position your brand as an authority in your industry, which fosters trust and credibility.

Animated videos are another option for educating audiences.

Testimonials and Reviews

Customer testimonials and reviews are powerful tools for building trust and credibility. Video testimonials bring authenticity to the forefront, making your brand’s happy customers relatable and trustworthy. Potential clients are more likely to convert when they see real people sharing their positive experiences with your products or services.

Why Some Businesses Don’t Prioritize Video

In truth, the impact of video in marketing cannot be overstated. From increasing engagement and conversions to boosting SEO and providing valuable data, videos offer a multifaceted approach to promoting your brand and reaching your target audience. As our clients consider their marketing options, video should be a top priority.

With all of these apparent benefits, why do some companies shy away from video marketing? Some small business leaders cite a lack of time as the primary barrier, while others admit to not knowing where to start. If your company falls into one of these categories, let’s have a conversation. (We’ve made videos for many companies like yours, and we do know where to start.)

Additionally, some small business leaders believe video marketing is unnecessary for their industry or audience, which is why some marketing teams report that it can be difficult to get buy-in from decision-makers. But look around the video landscape, and you’ll see companies from every industry—including yours—using video for one purpose or another. If cost is a concern, producing videos can be made cost-effective in several ways. Hiring a company that has the experience (and all of the necessary equipment) to make for an efficient process is a good start.

A video shot and edited by our go-to video guru, Jon Cartagena, on the occasion of Rare Bird’s 25th anniversary.