Video Killed the Radio Star, But Video Marketing Builds Brands

Video Killed the Radio Star, But Video Marketing Builds Brands

By Dave GrendzynskiSep 8 /2017

Believe it or not, there was a time when MTV actually played music videos. The channel changed the music industry and made household names out of one-hit wonders like The Buggles and Kajagoogoo.

These days, channels are called platforms, and a music video is easier to find on YouTube than Music Television. But video is now doing to inbound marketing what it did to music 30 years ago: It's changing the game.

A good video can make any company stand out by engaging your audience in ways you may have never dreamed. So, here’s a look at why you need to start or expand your video marketing strategy and how you can build an audience for your brand with video.

Why Video is Critical to Your Inbound Strategy

One big reason why video marketing is so important is there is a huge audience for it. 

  • As many as 100 million internet users watch at least one video each day.
  • The Wall Street Journal reports online video viewership saw a 10-fold increase over the last five years, due in part to the use of artificial intelligence to predict user preferences.
  • 9 in 10 millennials use smartphone web and apps during a typical week versus roughly three-quarters who watch TV. In other words, in terms of reach, smartphone web and apps have a significant leg up on traditional TV.
  • According to a recent HubSpot survey, 69 percent of marketing, sales and business professionals are using video marketing and another 31 percent say they’re planning to.
  • HubSpot also found a whopping 96 percent of B2B companies plan to use video in their content marketing over the next year.
  • A study by shows that using video on landing pages can increase conversion by 80 percent and provide a good return on investment.
  • Online video maker Moovly found you are 53 times more likely to show up on Page 1 of Google search results if a video is embedded on your website. (Google owns YouTube, so videos can have a significant impact on your search engine rank. )
  •  It also positively impacts click-through rates on emails—sometimes as much as 200 to 300 percent. 

So, now that you know why video marketing is so important, let’s talk about some ways you can make it work for you.

Tips for Making the Most of Video

Be Helpful

One of the easiest ways to break into the video marketing world is to produce tip videos, or educational videos. These are a great way to show people what types of expertise your company offers. They're also a good way to introduce some of your experts to potential customers. 

In fact, Vanderbilt University studied the art of creating educational videos. Researchers say you should do things like:

  • Keep videos short (less than 6 minutes) and focused on learning goals.
  • Use audio and visual elements to help explain; just make sure they’re complementary—not redundant.
  • Use a conversational, enthusiastic style to enhance engagement.

    Tip videos can be simple, but extremely effective.


Get Personal

If your company continually helps people solve problems, you need to tell these stories. If you're a hospital that saves lives—or are changing them—don't be afraid to tell people. Better yet, let your customers tell your story. 

A personal story gives you the chance to show potential customers your company in a different light. If they hear a real person talking about how your business helped them, you could end up with a customer for life.

Can You Hear Me Now? Why You Don't Always Need Sound

It’s important to think about optimizing any video you create for mobile. One way to do this is to produce videos without sound.

Sure, a powerful voice-over is great, but some of the most compelling, thumb-stopping videos are those you can watch with the sound turned down (probably at work).

Why? Because you can walk people through your story without ever saying a word. Graphics and music may be all you need. In fact, 85 percent of Facebook videos are watched without sound.

Think about all those times you find yourself stopping to watch a video that shows you all of the steps needed to complete a recipe. A few graphics lay out the ingredients, but no sound is required.

Usually, you’re watching like a fly on the wall. A great example is surveillance camera video. The video tells a story without a word, unscripted.

Just make sure your thumbnail shows a compelling image rather than a frame of text. If you’re sharing on social media, write a few words around your image to provide some context about what the viewer is about to see.

Some videos may not need much talking, but a good song and a little natural sound makes for good viewing.

Take Volkswagen’s “America” commercial. Set to the tune of Simon and Garfunkel's "America," it follows a family’s journey across the country, and across generations, in 90 seconds.

All you do is eavesdrop on a conversation Grandma is having with her grandkids and you have yourself a video you can’t stop watching until the end.

Less Can Be More

You don’t always need an infomercial to get your point across. Sometimes you can do it in a 10- to 20-second soundbite.

Like the old saying, “a picture is worth a thousand words,” one good soundbite can be worth 30 minutes of emotional content.

Take the last line of basketball coach Jim Valvano’s speech at the 1993 ESPY awards. Valvano was battling cancer as he accepted the Arthur Ashe Award for Courage. Before he left the podium he reminded everyone, “Never give up. Don’t ever give up.” Some people call those the seven most powerful words ever spoken. Not only for what he says, but how he says it.

You probably don’t remember the bulk of the speech, but there’s a good chance his last line stays with you.

That’s why it’s tough to top good sound. Especially in the here-today-gone-tomorrow world in which we live. Good soundbites go by quickly, but live with your audience forever.

Updating Your Video Marketing Strategy

When using video to send your message, it does not always have to be long, detailed and full of mind-blowing graphics. The success will lie in matching what you create to the audience you’re trying to reach, or the platform you intend to use.

Thinking about adding video marketing to your inbound strategy but not sure where to start? Learn more about our video marketing services.

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The Author

Dave Grendzynski

Dave uses the skills that won him three Emmy Awards as a television news producer to create compelling content for our clients. Dave honed his email, blog and social media writing skills in the Corporate Communications Department at Cleveland Clinic.