As marketers, we are trained to think about which medium works best in certain situations. It’s almost like being a Special Forces agent. There are many circumstances that call for many different types of digital and even traditional media. Each situation is different and requires a different approach, different strategy, different creative treatment, different tools and different tactical execution. No, we’re not saving lives. But we are saving time and money spent on wasted marketing. More importantly, we are crafting ways to reach and convert our customers that are highly effective.

As I think about all the different ways I use marketing tactics, in nearly every situation, I feel video can be used effectively as a secret weapon. Online or offline, advertising, public relations, trade shows, content marketing, for education and training purposes, human resources… the list could go on and on. I venture to say that you cannot find a marketing and communications initiative that would be better without video as part of the mix.


Studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation.   –


Video has become so popular that even the behemoth social media channels have integrated video into their platforms. There are even exclusive video social media channels that do nothing but that. You know it must be good if this is happening.

According to Adelie Studios, The Top 15 Video Marketing Statistics for 2015, here are 6 amazing statistics that will blow your mind, and each one includes video. If after reading them you still aren’t convinced video is your marketing secret weapon, maybe you should start using faxes to send to all your prospective customers and see how that goes.

  • 92% of mobile video viewers share videos with others.                    – Invodo
  • 70% of marketing professionals report that video converts better than any other medium. – MarketingProfs
  • When marketers included a video in an email, the click-through rate increased by 200% – 300%. – Forrester
  • The average internet user spends 88% more time on a website with video. – Mist Media
  • Using video on landing pages can increase conversion by 80%. – Unbounce
  • 8 Million Words is the value of one minute of video.                   – Dr. James McQuivey, Forrester

In my decades of marketing experience, I have seen technology and software come and go, trendy ideas come and go and styles come and go as well. What I have not seen is video exit the marketing mix. It has stayed the course and has become a more vibrant, exciting and trustworthy medium to use to make an impact for your brand.

YourBrandExposed is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, web, social and content marketing strategies. Contact us if you’re feeling the digital squeeze on how to best market your company.

Scott MacFarland


Linkedin | Huffington Post | Twitter: @scmacfarland


Photo Credit: Scott MacFarland


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