Video Marketing Is the New Standard

Many industries have been increasingly focusing on video marketing for some time. This is to consolidate and utilize the immeasurable number of articles and digital images available to users. According to many studies, this will increase as marketing experts experiment with new formats and media. This article explores current trends in video marketing and helps you avoid typical mistakes so you can benefit from the latest insights from experts.

Videos Work Better Than Everything Else in Marketing

According to a survey, almost half of all marketing decision-makers want more content on YouTube and 13 percent want Snapchat as their new social video channel. Meanwhile, Facebook videos are becoming increasingly popular because the content can be played directly on the social network without additional preloading and 85 percent of all Facebook videos are viewed on mute. Subtitles are used in Facebook videos to adapt to new user habits.

While the field of video marketing is still burgeoning, it’s clear that videos make sense for a successful online marketing strategy. This is true both B2B and B2C companies. Here are some stats:

  • Four times more website visitors prefer to watch a video than read a text
  • Videos are good for social media because they achieve up to 12 times more shares than text or image content combined
  • Video consumption increases the willingness to make a purchase by 97 percent
  • Videos generate 41 percent more search traffic
  • Landing pages convert 80 percent better with videos
  • 70 percent of all marketing experts surveyed say that video content converts better than other media
  • 40 percent of all consumers say that video content on mobile devices makes purchasing decisions easier
  • ‘How to’ searches on YouTube have increased by 70 percent
Video marketing is a burgeoning field.


But video marketing is inherently complicated because the more companies rely on videos, the more video content proliferates. In 30 days, more videos will be uploaded on YouTube than TV shows the three largest US stations have broadcasted in the last 30 years.

At the same time, the processing of so much video content marketing presents new challenges to teams. How can the often difficult to produce clips be used, published and archived? What’s next after you’ve uploaded everything to YouTube?

The most important thing that all marketing decision-makers should consider is the storing of videos, which is often still lagging because only 27 percent of all marketing departments have implemented processes to collect and organize visual content – such as videos ­– and use them in the team.

Why is there much lost potential from videos? To get good conversion rates, you need to understand how videos are used, where the challenges lie and how the best video workflows function.

What happens after you’ve uploaded the video?


The Path to a Sophisticated Video Marketing Strategy

The first step towards good video marketing is recognizing that marketing with video requires a good communication strategy and optimal internal management.

The perennial question of what is the best way to approach my audience is important to this. With which topics, formats and on what channels do I reach my target group best? And when I have the resources I need, do I produce videos in-house because I know how our product works, or do I get someone external because production companies have the technical know-how? All these questions are very specific and can only be understood with respect to industry, company or campaign. Studying best practices are a good starting point. But what is crucial is the strategy that you design specifically for your company.

Team workflows are just as important as the content itself. A good video marketing concept must answer all these questions:

  • Who makes videos, and especially, where are they made?
  • Who releases the content and how is it archived?
  • Is there a way to easily reuse clips in a new campaign?
  • How are my videos being used in campaigns?

As always in marketing, these shouldn’t be set in stone because things that work today can be outdated fast. Therefore, your strategies and concepts should be checked regularly and adjusted with market changes.

Your strategies should change as the market develops.

Multiple Strategies for a Clear Plan

As soon as your video marketing strategies are clear, you need to know whether these measures can be implemented. You can target well on YouTube and Facebook­ ­– however, they do not offer much functionality for organizing videos. There are several professional video management vendors that offer efficient video publishing and have computing capacities and a content distribution network (CDN).

The choice of provider and the creation of the video marketing strategy so you can find out where and why the videos are to be used is important. In our last webinar, we asked our participants what they’re doing and we had some interesting results.

The emphasis on product marketing and brand communication is not surprising because of the many advantages that video marketing offers for presenting products and linking them to brands. Also, almost half of our webinar participants use videos to report events or for other internal e-learning uses.

It’s important to keep an overview of your videos, especially if they are used for different purposes. While the product videos can certainly be utilized well on YouTube, recruiting videos are more likely to be successful on the company’s website. Well-structured workflows and suitable video-cloud solutions are a good addition.

How you manage your videos is equally important as the content, however creative it is.


Videos are often used as a supplement and this might be the best practice. Videos should not be viewed in isolation and even the best video content should be part of a campaign. What does a good product video do for you when it’s not linked to a landing page related to the video? And in in the marketing department, why manage videos in an external video tool when the rest of the content is somewhere else?

Digital Asset Management for Video Marketing

In countless customer projects conducted by our Canto Professional Services team over the past few years, we found that a well-thought-out concept for digital asset management (DAM) is a crucial factor in the management of video files. DAM systems can be seamlessly integrated with common business video solutions such as Kaltura, Brightcove, movingimage and Cliplister to make your video management even easier. This allows you to manage your video content together with other campaign materials, such as images, presentations or press releases.

If you have questions about how the right video marketing solution can look for your team or company, our DAM experts are happy to help you.

Next Steps

Check out our e-book: DAM for content marketing

More information about integrations for Cumulus DAM

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