According to Wyzowl, 89% of businesses use video as part of their marketing strategy, with more brands increasing their video budgets in 2025. And 95% of video marketers see video as an important part of their overall strategy
Between Instagram Reels, YouTube Shorts, TikTok videos, and long-form YouTube videos, video has an ever-evolving presence in the social media landscape. Now, more than ever, video is an integral part of the way that companies communicate with their audiences, whether it be for marketing purposes or just connecting with their followers. Companies that aren’t utilizing video in their marketing strategies are at risk of being left behind, but how important is it, exactly, and how can your company ensure that you aren’t leaving untapped potential by utilizing video to your advantage?
The Power of Video
Video marketing is becoming more accessible each year. Now, with smartphones in the hands of roughly 91% of American adults, the power of video marketing is mobile. Brands can access audiences at work, on the subway, or while they’re waiting for coffee, making video marketing one of the most prominent and accessible ways of reaching consumers.
Utilizing video in your marketing strategy also allows you to promote your brand in unique ways. Selling a product? Use video to show potential customers what makes your product special. Explain what sets it apart from the competition in ways that might not always be visible in still images. Promoting your brand? Video is a great way to showcase your brand identity and culture. According to Databox, video ads are more likely to retain viewer attention than still imagery, so incorporating video in your next marketing campaign is a great way to get eyes on your brand. Databox surveys concluded that videos tend to create an immersive experience that engages users more deeply.
Where to Start?
37% of marketers say they haven‘t adopted video marketing because they don’t know where to start. In a world that already seems chock-full of information, what is the best way to add your voice to the mix?
Have a Plan: Going into the video production process with an end goal in mind is the best way to ensure that you’re getting the most out of your video. Consider the details: who is your audience? Set budgets and deadlines. Develop content. Determine length, core messages, and distribution on the best platforms to target your audience.
Mix it up: Making multiple versions from the same video can help cut down on video fatigue. Creating 5, 15, or 30-second lengths of the same video gives you options when it comes to marketing your brand. There is value in having both something short and to the point. Yet, long-format video provides more in-depth stories and detail for the viewer to learn more. Having versions in different languages allows you to reach more audiences. Additionally, creating multiple versions of one video provides economies of scale for multiple unique videos.
For example, Tri-Marq worked with CCHP to create a multi-purpose marketing video that would be used as online marketing in addition to social media. By creating both long-format video and shorter clips specifically meant for social media in different languages, including English, Spanish, and Hmong, we helped them to reach a wider audience while staying mindful of the bottom line.
Interact with your audience: The goal of social media has always been to create direct interaction between individuals. Companies have been able to successfully harness the power of the instant connection social media provides to communicate directly with their consumers and build a loyal customer base. Audiences follow their favorite brands to stay in the know, but it’s up to the brands to foster that connection. Video is a great way to make use of the connection social media provides.
- Announce a new product or show your product in use with a video.
- Deliver a message from brand leadership to your audience to build that connection with customers.
- Share hype videos of recent company events to put human faces to your brand name and build relatability.
- And so much more!
Video marketing is a great method of reaching consumers where they’re at, and where they’re at is online video platforms. Making use of video in your social media marketing strategies is one way to ensure your brand is connected with and inspiring your audience.
See some other examples of Tri-Marq’s work for social media:
