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Video has become one of the most popular forms of media used today by advertisers. There’s a common saying that a picture can tell a thousand words. But when it comes to video, it can seem like there are endless possibilities compared to other forms of media.

However, video marketing can be complex, involved, but extremely valuable if done correctly. So let’s examine the fundamentals of video marketing and how brands and influencers can take advantage of it for marketing.

What is video marketing?

Let’s start with the basics. Video marketing is the use of video content in order to promote products, services, and brands. It’s the same as any other form of advertising, but the difference is in the type of media used.

Advertising platforms must support video content in order to be considered a viable avenue for video marketing. In a traditional sense, this means television and electronic billboards.

From a digital perspective, it can mean almost anything as video content is easy to embed within most advertising channels. You can view videos on all social media platforms, there are websites dedicated to video content, and videos can be added to all web pages. This makes video a universal advertising opportunity that all brands and influencers can use.

How does video marketing benefit brands?

Much like any form of advertising, the purpose can change depending on the intent. For example, video marketing can be used to promote a brand on social media to increase its presence. Some videos can be used to educate consumers on products before making a purchase, and some can be short-form videos designed to show consumers how a product works and its possible use cases.

Some brands can also use video marketing as extra content for their consumers. This can include behind-the-scenes videos on the making of a product. Brands can also use live streaming services to their advantage, such as sponsoring influencers to use and talk about their products.

Newer technologies can even embed links into videos. 40% of marketers use “shoppable” video ads that guide viewers from video content directly to product and service pages. This essentially turns a video platform into another potential storefront for a business.

The benefits of using video marketing

Video marketing offers remarkable benefits for any brand or influencer and is quickly becoming a staple in all advertising strategies.

  • Versatile advertising. Video marketing is incredibly versatile. Videos can be long-form educational pieces, or they can be short 10-second clips showing how a product is used. This allows for more creative freedom and expression to help align marketing content with a brand’s image and voice.
  • Popular on social media. YouTube is the most popular platform for video content with 89% of marketers planning to use it for video marketing. This is because it’s a versatile platform for long-form videos and tutorials, but also short videos that can be embedded into existing websites and content. The addition of YouTube Shorts also pits it against other platforms such as TikTok and Instagram.
  • Measurable data. Video content is often posted on platforms that support analytics. This means it’s possible to collect data on engagement and impression statistics to see just how effective your video marketing is. This opens up the possibility for strategies like A/B testing videos and how effective it is to target certain audiences and demographics.


Video has quickly become one of the best forms of media to market a brand. With a market that is expected to be worth $318.80 billion by the end of 2027, it’s a good time to start refining your video marketing strategies to reach a wider base of consumers.