How Badly Do You Need Online Videos for Marketing?
Just how many videos have we scrolled through today?
Based on Nielsen and the IAB, changing from television to digital video can boost your campaign’s reach at a lower cost.
It increases the campaign’s reach by boosting public recall by 15%, brand recall by 33%, message recall by 45%, and likability by 40%.
But how badly do you need online videos for your marketing campaign? Let’s calculate.
How Badly Do You Need Online Videos?
First, you must answer this question:
Who are you selling to?
If your target age group is anyone between 15 and 34, you badly need it.
You should consider spending most of your marketing budget on online videos and promoting them using PPC (pay-per-click) targeted ads.
In the US, 97% of adults aged 18–29 use the Internet. This is the best platform for companies that target millennials.
There is almost zero chance that your idea buyer doesn’t conduct online activities that involve videos and social media.
Nowadays, older audiences also spend more time online regularly, but not as much as younger audiences.
That’s why you should divide your budget into two:
- half to spend on online videos and their promotion
- the other half on other media like TV or newspaper ads, depending on which best suits your ideal buyer.
Use this chart by DataReportal to reference the demographics of Internet users in the US.
Even if your target audience is really old and not likely to be on Instagram, creating online videos will not waste your time.
In a few years, grandmas and grandpas will be on Instagram, and your early practice in making online videos will be useful.
In other words, videos are a future-proof choice for your company.
Moreover, here are some core benefits of using online videos for marketing:
- Higher engagement rates.
- Boosts conversion and sales by directly influencing purchasing decisions.
- Improves SEO and online visibility.
- Easier storytelling and brand communication.
- Generate value over time and cost-effective investment.
Creative Ways to Use Online Videos for Marketing
There are rather unconventional yet effective ways to tool around with your video content to get the most out of your investment.
We’ll show you creative, overlooked, yet effective ways to use video content for marketing.
#1. As GIFs for Social Media and Emails
Videos are great for brand awareness, but many people don’t have time to watch a full two-minute explainer.
Key moments often get buried in the middle or at the end, meaning viewers miss the most impactful parts.
A simple solution is to convert these highlights into GIFs.
This gives overlooked moments more exposure and creates an extra content format to share via email or social media.
Free tools like Giphy make creating GIFs easy. Adding a watermark or link to the entire video drives traffic and boosts engagement.
GIFs also work well in newsletters to enhance your email marketing.
As Jamie Beck from Cinemagraph puts it, a GIF is “a photograph that is still alive” — quick to consume yet impactful in storytelling.
#2. As Pinned Content on Facebook and Twitter
Facebook and Twitter can get you noticed through their pinned post features, which keep essential content at the top of your page.
A pinned post stays at the top of your page’s timeline and makes your video more visible.
Adding a welcome message like, “Welcome! Watch this video to get to know us better,” can also engage first-time visitors.
A pinned tweet works the same way by keeping key content in front of visitors without constantly resharing.
Instead of spamming your video, use pinned posts to maximize reach without annoying your audience.
As social strategist Brian Fanzo puts it, pinned tweets attract attention and extend a tweet’s impact.
#3. As the Start of an Educative Videos Series
Creating a compelling video series keeps audiences engaged by blending storytelling with valuable information.
Serialization works in traditional media, and the same applies to corporate videos — audiences stay tuned when they gain entertainment or knowledge.
However, producing an educational video series requires more planning than a standalone video to ensure a steady flow of engaging subtopics.
These videos don’t have to be purely educational.
They can also cover lighter subjects.
If you’re considering a video series, check out our guide on planning and producing engaging serialized content.
#4. As a Showcase of Your Expertise
A company gains credibility when its audience sees it as an expert.
One powerful way to establish authority is by hosting webinars.
This content showcases knowledge, generates leads, and builds trust, but the biggest challenge is getting people to sign up.
To boost sign-ups, use teaser videos. They create excitement and increase registrations. Focus on these aspects when making a teaser:
- Keep it short. A 30-second invitation works best to capture busy audiences.
- Highlight value. Clearly state what attendees will gain to encourage sign-ups.
- Introduce speakers. Notable speakers attract more participants and enhance credibility.
A well-crafted teaser video is far more persuasive than a plain email invite, making it a smart strategy to maximize webinar attendance.
Perhaps the real question isn’t whether you need online videos but how soon you can start leveraging them.
Brands embracing video have a better opportunity to gain a competitive edge, while those not may fall behind.
If you want to capture attention and drive real results, this is the time to create an online video and use it as a key part of your marketing strategy.
Breadnbeyond can be your partner in crafting animated video content personalized only for your company.
