The power of video marketing

Papaki Blog Video Marketing article

01 July 2021, by and

Video marketing is a very important, effective and easy tool to attract an audience. In the past it was a “privilege” of large brands, however today even smaller companies can use it.  In fact, according to Wyzowl statistics 86% of businesses use video content marketing.

Is it worth dedicating a part of your budget for videos in order to promote your business? Do you have enough resources to create and use video content? In most cases, the answer is yes. Video marketing is one of the most versatile and profitable digital marketing tools out there. In this article we will share evidence that proves it.

1. Video content

One of the most powerful video marketing advantages, compared to other marketing practices, is that it manages to turn visitors into customers. According to a study conducted by insivia in various industries, simply placing a video on a page increases its conversion rate by 80%, on average. In a survey conducted by Wyzowl statistics, 74% of people said they were convinced to buy a product or download software by watching a video. Most likely you are also in this percentage. We definitely are! Given this data, we can say that videos have the role of a very good seller.

2. Google Loves Videos

Videos also improve user experience. They reduce bounce rate and increase the time on page (the amount of time that a visitor spends on a page). Bounce rate and time on page are metrics that Google loves as they capture if your visitors find what they are looking for. Therefore, videos will increase the SEO power of your site. They will also increase your sales in an indirect way as they will lead to more website traffic. According to Moovly, you are 53 times more likely to appear in the first place of the relevant Google search results, if you have a video on your page.

Another reason why videos enhance your SEO is that they encourage social shares. According to a Mbooth study, videos are shared 12 times more often than links and text posts. According to Virtuets, 92% of people who watch videos on mobile devices often share videos with others. These social shares enhance SEO, not only because they bring extra traffic, but also because they show that you are an expert in your field. Not to mention that both higher rankings and social shares contribute significantly to brand recognition.

3. Videos build trust

Trust is an important issue when it comes to online sales. Οlder generations, in particular, are really trying to trust the Internet, especially when it comes to online shopping. Younger generations are becoming more and more careful about protecting their privacy. According to a global survey by CIGI-Ipsos, 49% of users say they share less personal information online because of mistrust.

The overall concept of content marketing revolves around two main goals. One, is creating trust between you and your customers. Two, is building and maintaining a long-term trustful relationship with them. Videos are the best way to achieve this. These two advantages of content marketing are also why influencers have become such a powerful force in marketing over time.


Video is one of the most popular content tools worldwide and it is here to stay. Its use as a marketing tool is increasing year by year. That makes sense since consumers enjoy videos. They are easy to assimilate, fun and engaging. Marketers like videos because they get to connect consumers with the brand in a less compelling way than text ads. This can potentially offer a huge return on investment (ROI).

Think beyond profit. Show your visitors your philosophy, share information about an interesting event or valuable piece of information. The more you show your positive practices, the more likely it is that consumers will stay on your page.

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