Does Video Marketing Actually Work?

Josh Lomax
April 14, 2022

Does Video Marketing Actually Work?

You can see all of the statistics and hear all of the success stories but try it yourself and come up short. Not only is this extremely frustrating, it also begs the question - does video marketing actually work?

Unfortunately, this is not as uncommon as you’d hope.

We’ve spoken to so many people who’ve gone down this very path.

What tends to happen is someone will see or hear solid evidence about the effectiveness of video marketing. This may be through general video marketing statistics, ad break downs or just a general well performing video they’ve seen online. 

They will then decide that they themselves need a video and will want one made as quickly as possible because at this current moment, “they’re missing out”.

They will quickly source a creator and have a basic plan and in a matter of days a video will be made. 

This will get plastered all across their social media profiles and will more than likely bomb in terms of any kind of significant engagement. All they’re usually left with is a couple of likes and shares from friends and family.

The person will then swear of video for life and never even attempt to use it again.

“It’s a complete waste of time!”

If this sounds like anything you’ve remotely experienced or seen somebody experience, please read on!

Does video marketing actually work?

The answer is of course, yes.

It honestly can’t even be questioned at this point. The evidence stacked in its favour is far too high.

We can give you case study after case study on the effectiveness of video. Statistic after statistic on it’s benefits and growth. Clear cut examples of videos that actually work.

But you’ve likely heard it all before.

So how does the unfortunately common scenario depicted above actually happen?

Well, there’s a few reasons...

Why your video marketing isn’t working

Lack of planning

The first and most major reason that your video marketing isn’t working is the lack of an effective plan.

Deciding that you want to utilise video marketing is great but it doesn’t warrant going in blind.

You need to plan out your strategy. 

Why are you creating this video? What’s the purpose? What do you want to achieve from it?

Once you have clearly defined goals and objectives, you can then move on to the creation side. Here, you can choose to do it in-house or you can source external creators. That choice is completely up to you.

No marketing post-publication

We’ve said this a million times but video isn’t a get out of jail free card. 

It’s not going to solve all of your problems by simply existing on your social media profiles.

Like any piece of content it needs to be part of a wider strategy with clear objectives for what you want it to achieve.

I think a lot of people read about how successful video marketing is and just assume that it takes all the strategy and work away.

It’d be great if it did but it really doesn’t work that way.

You gave up

This is the final reason your video marketing likely isn’t working.

So you’ve created one video and it hasn’t performed as well as you wanted it to. The process has exhausted you and you have stopped believing in video marketing.

The thing not to do here is give up.

Like absolutely anything in life, it is highly unlikely that you’ll get it right the first time out.

Video can be a lot of trial and error, seeing what works and what doesn’t.

It is completely normal to get your hopes up and fully believe in your project, but don’t completely close off from it if it doesn’t go your way.

Dust yourself off and go again.

Why video?

At this point, it’s worth asking, why video?

Video is arguably the most versatile and engaging form of content marketing. Not only is it really personable with visuals, it is also extremely easy to share across multiple platforms and has one of the highest engagement rates.

Consumers love video content because it's very easy to digest, it’s engaging and it’s highly accessible. 

Let’s be honest, you don’t have to look very far to find a video on social media do you? 

You’ll likely see one the moment you open the app.

What kind of videos work?

Videos of all kinds, shapes and sizes, can work for you.

This section is highly subjective because it all depends on your definition of “work”.

Some people may want to increase sales. Some may want to increase their followers. Some may want to boost their brand awareness.

Rest assured, video can achieve all of these things for you. It’s important to remember though that video is not a one-size fits all kind of product.

If you want to boost sales, your video needs to be tailor made with that in mind. The same applies for any other purpose you may have.

This is why video marketing is more than just creating one video and hoping it will do everything for you. Unfortunately, that will rarely ever work.

You’ve got to be clever with your strategy and your budget. Create videos that serve your purpose and work towards what you want. 

Then create more. And more. Then take over the world.

You get the idea.

If you want a specific list breaking down the different styles and types of videos that are popular right now, we’ve got you covered.

Okay, last time, does video marketing definitely work?

Yes, yes and yes.

If you still need some convincing, here are just five statistics to back us up:

  • 86% of businesses use video as a marketing tool in 2021 and a further 93% of marketers say that it’s an important part of their strategy.
  • The number of businesses using video as a marketing tool has increased by 41% since 2016.
  • 86% of video marketers claim that video has increased traffic to their website.
  • 84% of marketers say that video marketing has helped them to generate leads.
  • 78% of video marketers say that video has directly helped them to increase sales.

These are just five statistics that prove the effectiveness of video marketing. Believe us, there are plenty more and we suggest you go and have a look yourself if you can.

Final thoughts

The final thoughts here are quite simple - video marketing definitely works!

It’s important to understand that video is like everything else. It will be trial and error and it definitely will not work every time. Maybe the content is a bit off, maybe it’s the message, it could even be the time you decided to post the video.

No matter what it is, we’d always urge you to not become disdained from video marketing. Treat every project as a lesson and keep moving forward, you’ll strike gold eventually.