December 22, 2020

Why video content is the future of marketing

By Fabio Ricci

“Content is king.”

Bill Gates said this back in the mid-90s, when the internet was the stuff of secret government alien cover-ups, and when people were tape-recording their radios in order to playback their favourite songs.

Those days are long gone, and although the digital space has changed immensely, that phrase still stands.

Today, the digital space is flooded with all types of different content, all of which are demanding your attention in the hopes of conversion, but some tools are more powerful than others. Moving pictures have always proven to be a highly effective method of delivering stories. Videos used to exclusively come in the form of TV commercials, when marketers and advertisers only had the expensive option of paying for packaged TV ad space in order to get their message broadcast to audiences.

Today, video is not only widely accepted and heavily sought after all over the world, it’s also now more accessible to create and distribute, thanks to new technology and applications. Content is now in the hands of the people, all with the ability to create videos more easily than ever, and with a myriad of affordable broadcasting options in the form of pre-roll ads or boosted posts on existing social platforms (tools that can reach a specified target audience for as little as $25.00).

In 2018 alone, 85% of internet users watched online video content [Oberlo]. With the growing popularity of video sharing platforms like TikTok, and with the introduction of stories and paid-ad opportunities, video consumption is only expected to rise.

Here are just a few reasons why video content is the future of content marketing:

1. Video content strengthens your brand awareness.

Video content allows for effective multi-sensory storytelling that other mediums simply can’t offer. By telling a compelling story that immerses audiences in a world of sights and sounds, video content stands out from the crowd as more memorable, shareable pieces of communication that put your brand at the forefront of peoples’ minds.

2. Video content improves your SEO.

According to Forrester, video results are 50x more likely to be organically ranked in Google than text based results. With video content on your landing page, you’ve already increased your chance of reaching audiences within the first few pages of search engines.

Because of the engagement factor of video content, having a video on your landing page also decreases bounce rates (the percentage of visitors who visit your landing page but leave without engaging), increasing your chance of having your message heard and retained by your audience.

3. Video content drives conversion.

This is the big one. Converting visitors to customers is the ultimate end goal for your marketing initiatives, and a nice piece of video content is just the tool to do it. Another popular saying is “show don’t tell”, and by embedding video into a sales pitch, for example, you can take a more personal, human-centric approach to your sales efforts, rather than an impersonal hard sell approach.

Video content on your landing page increases retention and engagement. Combine that with video’s ability to effectively communicate a message in a short amount of time and in an entertaining way, a landing page video can increase conversions by 80% [Wordstream].


So, as we roll into 2021, consider ways to stand out in the digital space. Capitalize on powerful tools that are becoming increasingly more effective and more affordable. Video content is the way of the future, and the future is here.


Fabio Ricci , Copywriter + Videographer

Fabio is a creative storyteller with a background in advertising and copywriting. After graduating the Advertising & Marketing Communications Management program at Algonquin College, Fabio spent most of his career in video production, writing compelling copy and scripts for all types of videos. Fabio has written and directed over 100 videos, both live-action and animated, for clients spanning from startups to Fortune 500. As a content strategist, he continues to develop all types of branded storytelling, from social media content, written articles, print, digital and video campaigns. In his spare time, you can catch Fabio doing stand-up comedy in Ottawa, Kingston and Toronto at Yuk Yuk’s and Absolute Comedy.