The Importance of Video Marketing in 2021

Let’s chat about why video is vital and the three kinds of videos you need to get started.


People will spend 100 minutes a day watching online videos in 2021 – why not  take up a couple of them.


In 2020, 92% of marketers said that video is an integral part of their marketing strategy, this has grown from78% in 2015, reflecting that the Importance of online video is only increasing. In fact, Heinz Marketing found that 68% of organisations plan to increase their investment in video marketing. If you are a B2B brand, video content can help you improve engagement, enhance audience retention rate, support other marketing efforts and create effective remarketing campaigns. 

But, if it is clear that online videos are a massive 600% more effective than print and direct mail advertising combined, why aren’t more businesses utilising this in their marketing? The preconception seems to be that creating video content will be too time-consuming, too expensive or else won’t be of high quality. However, there are now tons of sites that remove the need for video and design skills – you just need an idea. 

Plus, if you do decide to spend a little, according to 88% of marketers, video marketing provides them with positive ROI. Considering only 33% said the same in 2015, it seems consumer sentiment toward videos is growing. So, it is clear that now is the time to get involved, but how can you get started? 

  1. Repurposing existing content

The simplest way to start your video marketing strategy is to repurpose existing content by turning it into an engaging video. A 2018 study found that 75% of videos produced by B2Bs are less than two minutes. So, converting a 1500 word article into a 60-second video would be a great and simple way to start your video marketing journey, and visuals make it easier to digest large chunks of information. In addition, 72% of people prefer to watch videos to learn about a new product or service, so by creating short videos on topics you’ve written about, you will allow prospects to consume content in their preferred format. 

There are even sites that automate this conversion process and allow you to use templates and AI to speed up the process, such as Rocketium, Upwork, or Biteable. Having a go with these is a good way of cutting out the need for the expertise and seeing how easy repurposing into video can be for yourself.

  1. Explainer Videos

An explainer video is a short-form video with a marketing or sales intent. They should highlight your product or service and be used on your landing pages, homepage, and socials. Optimal running time is around a minute and a half, and the focus should be illustrating what makes your business vital. Some great examples to look at include the MailChimp explainer videos (which are all around one minute long and look like art!) and similar videos by Hootsuite and Slack. These are all visual, colourful, in line with the businesses branding and above all, clear. Hopefully, these will inspire you to give an overview of your platform in an entertaining and memorable way. 

  1. Testimonials

A testimonial video builds trust as it allows potential clients to see a reaction, making it more authentic and engaging than words on a page. Furthermore, viewers reportedly retain 95% of a message viewed in a video compared to 10% when reading text, so viewers are far more likely to remember that positive recommendation. Finally, customers are more likely to trust one another than an advert promoting your business, so making testimonials memorable is vital. 

So, what makes a good testimonial video? Forbes recommends not using a script, keeping it around 90 seconds, discussing results and suggesting customers compare you to the competition. In a world where 62% of B2B marketers rate video as the most important format they will use for content this year, what are you waiting for? 

Need some help changing up your strategy? We’ve got you covered.

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