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The Role of Video Marketing in Your Digital Strategy

As digital marketing continues to evolve, video marketing has become an increasingly important component of any successful strategy. In fact, video has been shown to increase engagement and conversion rates significantly when compared to other types of content. By incorporating video into your digital strategy, you’ll be taking advantage of a huge opportunity to connect with your target audience. Want to learn more about video marketing and how to implement this effective technique in your own strategy? Read on!

woman typing on a laptop while a white phone camera affixed to a tripod records video of her

Outlined below are some of the significant benefits of video marketing. The effectiveness of some of these depends on various factors, but all can lead to an amazing asset for you as you search for new ways to market and advertise.

Video is engaging

One of the primary reasons why video is so compelling is because it's an inherently engaging medium. People are naturally drawn to moving images and sound, and video has the ability to capture attention and hold it for more extended periods of time than other types of content. Studies have shown that videos, especially short-form ones used in social media, cause a release of dopamine in the brain of viewers and can result in continued engagement. This is why platforms like TikTok, Instagram, and Facebook Reels have grown in popularity. You can also add video content to your website to increase engagement.


Video can communicate complex ideas quickly

Another benefit of video is its ability to communicate complex ideas quickly and easily. By using visuals, animations, and narration, you can explain difficult concepts in a way that is easy to understand and engaging. Effective language and visual cues are crucial to utilizing this benefit of video marketing.


woman in a red and yellow sweater with long brown hair facing a camera while sitting in a cafe and recording video or vlog content

Video can be easily shared

In today's digital age, sharing content is easier than ever. Social media platforms, email, and messaging apps all make it simple for people to share videos with their friends and family. By creating compelling video content, you can tap into this viral potential and increase your brand's visibility and reach. Consider the platform and your target audience when choosing where to put your video content. Some platforms like Instagram and TikTok appeal to a younger audience, while Facebook may appeal to an older one. All have the potential to launch you to success, but how and where you market matters.


Video can boost your SEO efforts

Search engines like Google and YouTube prioritize video content in their search results, meaning having videos on your website can improve your search engine rankings. By creating video content optimized for search engines, you can improve your online visibility and attract more traffic to your website.


Video can increase conversion rates

Perhaps the most significant benefit of video marketing is its ability to increase conversion rates. Studies have shown that including a video on a landing page can increase conversion rates by up to 80%. Creating compelling video content highlighting the benefits of your product or service can increase the likelihood that visitors will take the desired action.


Now that you understand the benefits of video marketing let's explore how you can use video to improve your overall digital strategy.


Create how-to videos

One effective way to use video is to create how-to videos demonstrating how to use your products or services. These videos can be shared on social media, embedded on your website, and included in email marketing campaigns. By showing your audience how to use your products or services, you can increase their confidence and trust in your brand.


a phone camera in focus on the bottom right of the screen shows a clear version of the blurry image in the background of a woman in a blue shirt sitting on a couch while holding up a product to the video camera

Use video for product demonstrations

In addition to how-to videos, you can also create product demonstration videos that show your products in action. These videos can be especially effective for products that are complex or have unique features. By showing your products in use, you can give your audience a better understanding of how they work and why they're valuable.



Leverage user-generated content

User-generated content (UGC) is content that is created by your customers or fans. By encouraging your audience to create and share videos about your products or services, you can tap into their creativity and enthusiasm. Not only does UGC provide social proof, but it also helps to build a community around your brand.

Host live-streaming events

Live streaming has become increasingly popular in recent years and for good reason. By hosting live streaming events, you can connect with your audience in real time and provide them with valuable content they can't get anywhere else. Whether you're hosting a Q&A session, a product launch, or a behind-the-scenes look at your company, live streaming can help to build engagement and excitement.

Use video in email marketing campaigns

Another effective way to use video in your digital strategy is to include videos in your email marketing campaigns. By including a video in your email, you can increase engagement and provide your audience with valuable content that they can watch on their own time. In fact, including a video in an email can increase click-through rates by up to 300%.


When using video in email, it's essential to keep a few best practices in mind. First, keep your video short and sweet. Most people won't watch a video longer than a minute or two, so make sure your video is concise and to the point. Second, use a compelling thumbnail image to entice people to click on the video. Finally, ensure your video is optimized for mobile devices, as over half of all emails are opened on mobile devices.


Video marketing is an essential component of any successful digital strategy. Creating compelling video content that engages your audience and communicates your brand's message can increase engagement, build trust, and ultimately drive more conversions. Whether you're creating how-to videos, product demos, or live-streaming events, there are endless opportunities to incorporate video into your digital marketing efforts. At Skigital, we work with various clients who have turned to video marketing as a source of engagement and have seen amazing results. If you are looking to implement this tool in your marketing, why not work with us? Contact us today or visit our services page to learn more about what we can do for you!


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