Video marketing is vital for building brands

Video marketing is vital for building brands

Video marketing continues to be a highly effective way to connect with your target audience. It is growing more and more popular because of the mobile market accessibility, as everyone has their smartphone at the ready.

Social media platforms also make the delivery of video marketing seamless within your customers’ newsfeeds, and this of course helps you target the right audience with your message.

According to Hubspot, 85 percent of businesses use video as a marketing tool, 88 percent of video marketers report video gives them a positive ROI and 92 percent of marketers who use video say that it’s an important part of their marketing strategy. These statistics suggest how most people have gravitated toward watching videos. In fact, you might say people are obsessed.

There are many ways to deliver video content such as vlogs, social media, corporate videos, testimonials, interviews, video email and user-generated content. The trick is to figure out what people want to watch, and then keep your content fresh, edgy and entertaining.

Below are some proven video marketing approaches that should be rolled into your overall marketing strategy:

Vlogs grab your audiences’ attention

Vlogs are a great way to connect with your audience on a personal level. They are easy to produce, cost-effective and fairly quick to build an audience. The content is simple and sometimes spontaneous. Break out your smartphone and you’re good to go. In my opinion, frequent posts are more important than an overly polished look. Videos have become a very effective way to connect with your target audience. Vlogs continue to influence purchases, trends and behavior, and influencers take full advantage of this tool.

Moving pictures boost engagement on social platforms

Social media is going crazy with video. It continues to be a huge part of our culture. Use Facebook and Instagram for video marketing and photo promotions as they have become very influential. Snapchat is blowing up with popularity as well, with users watching countless videos every day. LinkedIn has also become a very effective channel. Get on board.

Get personal to connect with customers

Testimonials and interviews have also become a very powerful way to use video. It’s the perfect way to connect your brand with the people you interview and it provides instant credibility. You can cover a lot of topics and you can interview a lot of people in a short amount of time. The more you do the greater your reach will be. Social media influencers take full advantage of this. Keep the conversation interesting, outrageous, informative or whatever drives your audience to stay engaged.

Make your product the star of the show 

Corporate presentations and product videos continue to be an effective way to deliver a message or build a brand. It’s great to storyboard concepts. These videos can be produced by shooting new footage, using existing footage, stock footage and even still images, as well as the creation of motion graphics.

We’ve been very busy this year producing many videos for a wide range of clients. Several videos were shot before the pandemic. Then we had to shift gears and use a lot of stock footage to deliver concepts during the pandemic.

My advice is to make the best of what you have to work with. If your footage is just ok, up your game with some motion graphics and clever editing. I’ve worked with new footage, supplied footage, stock footage and still images. Editing software continues to improve, offering effects, styles and motion.

With attention spans growing shorter by the day, shorter videos are being watched more. Yet regardless of the content and length of the video, make sure the video is focused on the objective. Get to the point and you will get more views. Client reactions as well as the ROI have been very positive.

If you’re not embracing video marketing yet, take the leap. It gets easier and easier to include it in your marketing plans. Video content is a huge opportunity to connect with your audience and it’s here to stay.

If you’re looking for fresh marketing solutions or simply want an eye-popping creative campaign that utilizes video, contact SWBR and let’s start an award-winning collaboration today.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.