Video marketing refers to the use of video content to promote a brand, product, or service. Video assets can be used in marketing strategies across a variety of channels and formats to help reach and engage audiences.
Video marketing describes the use of video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, programmatic advertising, and more.
In this guide, we’ll help you understand the basics of video marketing and how it can benefit your brand. We’ll also introduce you to the Amazon Ads solutions that you can use to get started with your video marketing strategy.
The importance of video in marketing is widely acknowledged by marketers. Statista surveyed over 8,000 marketing leaders in June 2021 and found that pre-produced video was the leading digital consumer engagement tactic worldwide. Not only do 81% of respondents use pre-produced videos in their digital marketing, but another 13% said they are planning to use them. The next most-used tactic was livestream video, with 73% respondents currently using, and another 19% planning to do so.
One of the main reasons that video marketing is so important is that video is a popular medium among audiences. Two-thirds of consumers say they would rather watch a video to learn about a product or service than read about it. In the first half of 2021, video was the largest single source of Internet traffic worldwide—53.7%—with social a distant second at 12.7%. Marketers need to share their messages where and how consumers will see them.
Statista projects that the number of Internet users who watch streaming or downloaded video at least once per month will reach nearly 3.5 billion worldwide by 2023. Not only is the number of digital video viewers continuously increasing, but so is the amount of time spent watching videos. In the US, adults spent nearly 2.5 hours (149.04 minutes) with digital video content per day in 2021; this number is expected to grow to 162.52 minutes in 2023.
Advertising spend is rising alongside viewers and viewing time. In 2022, US advertisers will spend $24.35 billion on video in social media marketing (advertising that appears on social networks), up 20.1% year over year. US advertisers will also spend $62.96 billion on programmatic digital video this year, up from $52.17 billion in 2021.
If you’re interested in creating video marketing campaigns, Amazon Ads offers several different video solutions for you to choose from.