How Video Is Changing the Way Marketers Think

Danielle Esposito

Danielle Esposito
Published November 29, 2018


Ready or not, video is here. Well really, it’s been here, and it’s only going to keep becoming more and more vital to your marketing strategy.

In fact, according to HubSpot’s State of Video Marketing in 2018, 81% of businesses today use video as a marketing tool. That’s up 18% from just last year.

We don’t feel like filling this post up with a whole bunch of shocking statistics to simply reiterate how important video is, however.

It’s important. I know that, you know that, your customers know that—but what’re you gonna do about that?

The thing is, us marketers have been so focused on primarily written content—blogs, whitepapers, ad copy, landing pages, infographics, etc.—that implementing video into a content strategy is a major shift in the way we have to think.

Sure, we know how to tell a story with words and some images or illustrations, but how do we think about video?

According to Joe Whearty, star strategist here at Morey Creative, video opens up the door to a whole new way of figuring out how to get a message across.

“I think the increase of video necessitates a question that isn’t necessary with pieces like blogs and infographics, which is, ‘Can this be represented visually?’ Because with blogs and infographics, if the concept can’t be represented visually, that’s okay, because text copy can carry the weight—even with infographics, the visuals are always supplemented by text,” he explains. “But with video, that’s not exactly a viable option.”

So what does this mean for us?

A few things, really. First of all, explainer videos would be a great complement to text, where a voiceover or a talking head could give background and context to whatever the visuals are within the video. Explainers would also serve as a great first step in a marketer’s journey to opening their minds up to video content.

At Morey, we love weaving videos into our Pillar pages, lovingly referred to as our Pillar Strengthening Videos. We bullet point some of the key pieces on the page, and create a video version of it. Not only does this enable us to start dabbling in mapping out video, but it helps site visitors consume these longer pages in a more concise way, giving them the highlights, along with options to choose their own adventure in how they engage with that content.

Here’s an example of one of our Pillar Strengthening Videos:



There’s another benefit that comes from putting videos on Pillar pages, from an SEO standpoint. According to Jon Sasala, creative director for the agency: “An unintended benefit of video is the added time on page.”

Whoa. We can use these videos to up that metric?

“Visitors may skim an article, using the intro, subheads and pull quotes to determine if they want to commit to reading the entire piece,” explains Sassy. “A percentage of these visitors will decide not to, resulting in only a few seconds on page. Search engines use this time on page as a ranking signal, and may determine people don’t enjoy engaging with your content. A video, on the other hand, will keep them there for much longer, even if they never ultimately read on.”

He’s definitely on to something, because the above page had a time on page last month of 7:11. That’s 85% higher than the average time on page of 1:04.

This also leads us to believe that having the video placed above the article, rather than in the middle or below, will help keep your visitors on your page, because they won’t have to search to find it.

Make everything as easily accessible as possible.

Video upcycling is also amazing for filling your content calendar.

One of the best things about a video is all the extraordinary ways you can upcycle or repurpose them for different purposes. Squeezing more content out of a single piece is always something that a marketer can love and appreciate.

Out of one Pillar Strengthening Video, you can get:

  • The main video for your site
  • GIFs
  • Smaller bites for social
  • Smaller bites for email
  • Ad videos

That’s a lot of content coming from one video, and we likely didn’t hit on everything that can be done with it.

Yet for us, video isn’t just a tool for marketing.

“Sales and support teams can also leverage video for a better customer experience,” Jon continues. “Tools like Soapbox and Vidyard allow reps to quickly make personal videos explaining services or demoing features. We find this is great for building relationships and avoids miscommunication that can happen with text alone.”

Like this one:

Videos like these enable us to create helpful moments for our customers, giving them something of value they can reference back to whenever they need, or giving us the opportunity to explain.

So yes, videos are important. All the thought leaders, reports and blogs out there are telling us this, and it’s been reiterated at every marketing conference around the globe.

Are your marketers shifting the way they think to make it happen? Are you investing in ways to create these videos, to move away from the constant pounding of keyboards and begin the development of explainer scripts and story concepts?

The video marketing revolution isn’t coming.

It’s already here. 

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