“[Video marketing] leverages videos to educate, entertain, and engage the audience to achieve your business or personal goals.” – Search Engine Journal

In 2016, the first year the overall statistics of the video production industry were kept, more than 1,500 were asked how important video was as a marketing tool. About 61% felt that video was important to their overall marketing efforts, and a year later it climbed to 63% Then, suddenly, video took off.

As of the start of 2025, nearly 90% of all organizations surveyed responded that video was essential to their marketing efforts. It is impossible to ignore this level of acceptance and interest. The question is one of “why?”

Why should organizations use video as part of their marketing efforts?

It has been well established that of the nearly 90% of the businesses surveyed, close to all of them point to video’s ability to educate about products or services. Whether you are a South Carolina property development company looking to point out the features of a new condominium complex or a Georgia orthopedic surgeon explaining why she prefers a certain type of shoulder surgery, video makes a connection unlike any other medium.

According to a Forbes magazine article (March 7, 2024):

“When you tell your story through video, it engages your viewers’ visual and audio senses and evokes emotions. It puts you in a position of trust with your audience.”

No other form of marketing engages customers and clients as does video. Obviously, when video is embedded in a website and it is repeatedly viewed, it improves website statistics and ranking.

Here is the trick to getting more clicks, views and ultimately, sales and engagement: compelling content. A fine line is in place here. Video can – and should – be engaging. Obviously, not every video is “funny,” or “sad,” or any other emotion, but it must be engaging. A marketing video should:

1. Go after the right subject. Most marketing videos cover 30-seconds to two-minutes. The subject must be defined and the content must address it.
2. The speaker should appeal to the audience. Does this mean your spokesperson is a paid actor? Not at all. But they must come across as authentic and committed.
3. Does the video address an issue that needs addressing? If you are a Yoga instructor talking about flexibility, should you wander off to talk about vitamin supplements? Probably not. These issues are sometimes referred to as “pain points” or areas of concern.
4. Editing is not a luxury. Good content needs to be edited, not just well-written. Primeau Productions has on-staff writers and editors who specialize in keeping your marketing video on-track.
5. Video marketing is far reaching. Engagement can, and should be, across multiple channels: websites, Instagram, “X,” Facebook, LinkedIn, as part of webinars. Take advantage of that reach!
6. Brevity is valued. A good marketing video should grab attention, create engagement and make its points – then be quiet! Droning, excessive video is a mistake.
7. Engagement is engagement. After a good video is played across any platform, the viewer must come away with the feeling of “I can trust that organization.” Trust, is a function of multiple factors including authenticity, honesty, conviction, commitment and professionalism.

Primeau Productions, a video production company based in Greenville, South Carolina, is known for its expertise in creating engaging content and working with clients to help them effectively market their products and services.