The power of video in content marketing - Punch Creative
April 18, 2019

The power of video in content marketing

Every communicator knows that video content is the best way to engage with an audience. However, this is often a daunting task, after all, many of us are not comfortable in front of the camera. So that leaves us with either hiring a professional or bribing a colleague to take the starring role. Then, there’s the matter of where your video should appear to reach your target audience. Should it be pre-recorded or is live a better option? How are your customers accessing video content, desktop or mobile?

Our Leeds Digital Agency mentioned at the start of the year that video would continue to be a must in content marketing this year. We have seen a significant rise in live video marketing in the past few years but only 19% of businesses are utilising this. That’s in spite of the fact that 80% of consumers would prefer watching a Facebook live to reading a blog or social post.

So why use video marketing?

According to, 97% of marketing professionals claim video has helped customers to understand their product or service and 76% of businesses say video content has helped them to increase sales. Not only that but almost half say that it has helped them to reduce support queries and three quarters believe it drives considerably more traffic to their websites and kept them there for longer.

Still not convinced?

95% of people have watched explainer videos to learn more about a product or service and have then been convinced to buy that product or service. 83% would consider sharing this content with their friends. Research has also suggested that consumers want to see more brands using video content.
Even without the research to back us up, our digital agency in Leeds has seen the difference video content makes to our clients organic and paid social media results. With video resulting in higher engagement than any other form of content. Gartner reports that buyers go through 57% of the buying journey before they even speak to you – give them a reason to get in touch!

OK, where do I start…?

As with any marketing campaign worth its salt, you have to start with research. Find out where your target audience is and what they want. Once you have done this, you can start to think about video content that will be valuable to them. This could be explainer videos telling them how your product or service works or value-added tutorials that present you and your brand as an industry expert. If you have a healthy marketing budget which will stretch to creating a professional video that’s great! But, if you don’t you can still start experimenting. These days, all you need is a smartphone and a tripod or someone to hold it, then you can get comfortable and start talking.
While it might seem like a daunting task to start creating video content the numbers don’t lie and it is definitely worth the investment of both time and money.  So, the next time you think about writing a blog or social media post perhaps you should step out of your comfort zone and in front of the camera?
Speak to our Leeds Digital Agency to find out how we can support you in creating video marketing campaigns!