Close your eyes and think of the most memorable thing you saw online this week. It doesn’t need to be clever or insightful—just the first thing that pops into your head. If you’re like most people, it’s a video. People recall a staggering 95% of messages delivered via video. It's the clear winner if you want your point to stick.
Video’s stickiness is a major factor in its growing dominance within digital marketing. In 2023, 91% of businesses included video in their digital marketing strategy. If you’re in the 9% who haven’t jumped into video marketing yet, it’s time to take the plunge.
The role of video in marketing
People want to watch videos and devote a hefty amount of time to that pursuit. The average person watches 17 hours of online video weekly. With video, you can reach potential customers where they're already engaged. Video marketing platforms like Loom can help you launch a video marketing strategy with minimal investments of time or money.
12 benefits of video marketing
Attention is a hard-won commodity. You need to attract your customers' attention and get your message across so they’ll remember and act on it. The following 12 benefits illustrate why video marketing can help.
1. Extend your reach
YouTube is the second most popular website in the world. It boasts over 2.5 billion monthly active users. That's half of global social media traffic.
Social media platforms like Facebook, Instagram, and LinkedIn use their algorithms to promote video over other content. The algorithm aims to boost content users find engaging, and users engage heavily with video content. Instagram and LinkedIn capitalize on video’s popularity with video-only placements like Instagram Reels and LinkedIn's short-form video feature.
Adding videos will therefore get your posts in front of a larger audience. When you reach more people, you expand your net of potential customers, leading to more sales. You also build brand awareness. This deepens your customers’ relationship with your business, giving you a decisive edge.
2. Boost engagement
A video is a sensory experience. It incorporates light, color, sound, movement, and text. Video engages the brain in so many ways that its message can reach audio, visual, and kinesthetic learners. Videos allow your target audience to form an emotional connection with your brand. It’s no wonder, then, that they’re so engaging.
You can use engagement metrics, like views or watch time, to test your video marketing strategy’s ROI. Some platforms extend engagement opportunities with emojis, comments, and other interactive features. Loom offers Engagement Insights so you can see what works best for your business.
You can track how many people viewed your Loom video, how many times each user watched it, and your video’s completion and click-through rates. You can even see the exact moments that prompt emoji responses.
3. Increase conversions
An incredibly engaging video is wonderful to have, but its true power lies in converting that increased engagement into action. Fortunately, video is an effective tool for customer conversion rates. Just look at Loom customer Intercom.
Intercom wanted to improve the response rate for its cold sales emails. It knew videos would be a great addition. Using Loom, a sales rep could record and share a personalized sales video in about two minutes. The results were stellar. Intercom’s response rates increased by 19%, and its cold sales emails generated $120k.
4. Improve your SEO rankings
Adding videos to your content marketing makes it significantly more likely that you’ll appear on the first page of search results. How does this work? Viewers usually spend more time on a website to watch a relevant, first-rate video. That’s a powerful signal to Google, Bing, and other search engines that your page is high-quality, which can improve your SEO rankings.
Adding a video thumbnail to your website can increase organic traffic by enhancing your site's visibility in SERPs. Excellent video content can also garner more backlinks, another key way video can boost your SEO ranking.
Ultimately, though, content quality is key. Even if you fill your page to the brim with videos, blurry, uninformative clips won’t garner SEO rankings. A single, well-thought-out, content-rich video can do wonders for your SEO.
Customers using Loom for video marketing see this firsthand. Braze used Loom to build its video marketing strategy and improve its search results. Within weeks, its keyword indexing improved, and organic traffic increased by 18%.
5. Add Variety
The best video marketers know that they need different tools to reach their marketing goals. A well-tailored product walkthrough might help garner users' interest in their product. An explainer video might help customers dive deeper into their product. And, an announcement video showing off new features might help those users upgrade. All of these videos have different goals and criteria for success, but they're all a part of an effective marketing strategy.
Explainer videos, like this one from Loom, can deepen the user’s interest by giving a compelling overview of what you offer.
Take your supporters behind the scenes or share customer testimonials to increase trust in your brand. It could also be enough to encourage someone lingering on the fence to become a customer.
6. Answer common customer questions
Use your videos to answer questions before customers ask them, and your teams will thank you. Customers enjoy watching videos to learn about a product, which can be incredibly helpful. Over half of marketers say video has actually reduced their support call volume. This can be a huge relief for your business by freeing up resources for other critical tasks.
Use a quick how-to video, like the one below from Loom, to answer common questions. This can save sales and support teams time spent constantly repeating the same answers. How-to videos can also showcase how easy it is to use your product, which drives sales.
Videos can build trust, remove friction, and empower your customers.
7. Accelerate your social media marketing
It’s easy to spend tons of effort on social media marketing and feel like you’re getting nowhere. Businesses often struggle to stand out with ever-changing algorithms and crowded feeds. Luckily, video can improve your visibility on social platforms.
This graph shows that experts estimate users will spend over 60% of their time on social media watching videos in 2025. Remember how Facebook's algorithm prioritizes video content? That insight came from a Biteable experiment that found a video ad got 480% more clicks than an ad with an image. In other words, users are more likely to spend time on and interact with your post if it has a video.
This post from Loom’s LinkedIn page shows why. Edie Clark’s quote about Loom AI’s beta test is wonderful, but it’s easy to skim over and forget. When you add the benefit of tone and gestures from the video, you have a post worth spending a few minutes on.
8. Build brand awareness
Social media users share videos more than any other type of content. Video generates an astounding 1200% more shares than text and images. Sharing isn’t limited to social media platforms, either. Most users watch videos on their mobile devices, so text and email are also easy ways to share.
Viewers are much more likely to rewatch a video, so Loom tracks repeat views. If your brand videos are relevant, potential customers will engage with them again and again.
9. Market your brand easily and affordably
Many small businesses worry they don’t have the time or money for video marketing. You don't need high production values to engage your target audience. As long as your video has high-quality video and audio, you're ready to get started.
You also don't need a video production company to add video to your marketing efforts. Thanks to high-quality video creation platforms, video production is seamless, even for small teams. With video marketing platforms like Loom, there's no need to hire actors, videographers, or animators. You can do it yourself quickly and affordably.
Loom’s customer, Braze, made 100 marketing videos at a fraction of the cost with fantastic results.
10. Maximize ROI with repurposed content
Video is surprisingly flexible. You may think of it as one-and-done, but you can cut up and reuse videos for many purposes:
Use Loom to record an hour-long webinar, then use portions of it for quick sales videos
Cut your extended behind-the-scenes video into smaller glimpses for social media
Stitch customer testimonials together in an ad
Use videos for non-video content, like creating an image with a quote from a testimonial
Make sure repurposed videos follow best practices for your platform or channel. For example, a desktop YouTube video would have a horizontal orientation, but social media videos on mobile are vertical. Short videos under a minute work best for Instagram, TikTok, and X, while videos that are 2-10 minutes excel on YouTube. Minor tweaks can give videos many uses, increasing ROI.
11. Harness the power of AI
AI has fantastic productivity applications for video production. Video marketing tools use AI to create transcripts, build storyboards, and generate CTAs. Many use AI for editing, streamlining a time-consuming process.
Loom’s AI solutions can help you create and share videos 60% faster than traditional methods. Loom AI can add titles, summaries, and calls to action (CTAs). It can divide your video into easy-to-navigate chapters. Loom AI can even make you sound like a public-speaking pro by removing filler words like “um." With AI, you can remove many bandwidth barriers.
12. Leverage influencer partnerships
You can approach influencers to make product endorsement videos for you. Influencer marketing is a $24 billion industry with a huge ROI. That’s likely because 69% of customers trust influencers.
Influencer relationships take time and strategy. It’s not as simple as contacting the TikTok influencer with the most followers. Partnerships often require an extensive collaboration process, including contractual negotiations, delivering scripts, revisions, production, and video publishing. And, of course, reviewing published content downstream to assess the ROI.
That said, a partner with a genuine connection to your brand can get your content and messaging in front of a previously untapped audience. And it's not even necessary that they have a massive following. eLearning Partners’ YouTube channel has 4.2k subscribers. They made a Loom tutorial that generated over 7.5k views because their audience finds them trustworthy and entertaining.
Meet your target audience where they are
Your video distribution channels can be wherever your audience already hangs out online. Your website is an excellent place to incorporate video. Video can also give your email marketing a powerful lift. Including “video” in the subject line can increase open rates by 7%. With Loom, you can embed a video thumbnail in an email. This avoids email file size limits or slow load times, keeping your email out of spam or trash folders.
There’s no need to revamp your social media strategy to incorporate video, either. It will improve your efforts anywhere. LinkedIn, which is not traditionally video-heavy, recently added sponsored video content. Matthew Vazquez, CEO and director of strategy at Next Level Marketing, notes, “Competition is still low enough on LinkedIn to make a big impact with a modest video advertising budget.”
So don’t feel like you need to reinvent the wheel. Find ways to integrate your video strategy within your existing channels. But do make sure you’re using a platform like Loom that makes sharing videos anywhere a snap.
Start your video marketing strategy today
Video can be a fabulous tool to accelerate your existing marketing strategy. Evaluate your current goals and opportunities. Where can adding high-quality, relevant video content enhance your efforts? Once you’ve got your answer, Loom can help your business discover the power of video.
Loom makes creating, distributing, and analyzing your video marketing efforts easy. Capitalize on the benefits of video marketing with Loom.
