More and more organizations, including non-profits and small to medium-sized companies, are turning to video production to increase brand awareness, generate sales leads, and improve non-profit familiarity and fundraising. Why? Because video is an essential marketing tool — and one that typically has a high return on investment (ROI) ratio.

We consume online videos every single day. If you think about the last few videos you’ve seen, it’s highly likely they weren’t from big brands like Pepsi or Apple, rather lesser-known companies and organizations—like yours.

You can’t afford not to use video. When surveyed, 92% of marketers said video is an integral part of their marketing strategy in 2020—up from 78% in 2015. In addition, 85% of businesses said they use video as a marketing tool. Perhaps more importantly, 88% of video marketers reported that video gives them a positive ROI. Of those who use video for marketing, 99% say they’ll continue using video in 2020. Of those who said they do not currently use video, nearly 60% said they expect to start this year.

Cisco predicts online videos will make up more than 82% of all consumer internet traffic in 2022—15 times higher than it was in 2017. Here are several reasons why video is transforming business.

Video isn’t just for business to consumer (B2C) companies, business to business (B2B) marketers have begun to realize its value. According to a Marketing Charts article based on multiple recent studies, 41% of B2B marketing professionals said they will try this year. Video is one of the key B2B trends for this year, so those marketers who have yet to incorporate it will do so this year.

Of note, 59% of executives say they would rather watch a video than reading text, and 54% of senior executives share work-related videos with colleagues weekly.

Video production and video marketing go hand-in-hand. Historically, video production was used by big brands to add visuals to narrative, or created for television advertisements. Now, video is more likely to be used as a part of the marketing strategy. Rather than one big-budget item, you can now spend that money producing multiple videos—building a video content bank—to be used throughout a long-term, multi-pronged, multiple platform approach.

Keep in mind, the most critical component of video marketing is to determine a clear goal as part of an overarching strategy to guide video development. That way, it’s sure to serve its purpose, contribute to your messaging and resonate with your intended audience.

Video improves your PR and media relations efforts.

You can work video into your PR pitch, use it to build trust with your stakeholders, and make testimonials more emotional—building nearly instant connections with your audiences. You’ve probably heard you only get one chance to make a first impression. Video works wonders toward making that first impression stronger and significantly more memorable.

When I first started shooting video at various events, they began to get picked up by local media in multiple markets! When I shot video of an event, packaged it correctly and then uploaded or handed the B-roll to a media outlet, I found that 9 times out of 10, they would use the video or use a voice-over to explain the video components I sent to them. My video content has been featured on CNN, FOX News, NBC Nightly News, CBS Evening News, 60 Minutes, ABC’s 20/20, and more.

Social media platforms are now following Facebook’s lead in prioritizing video content—and for good reason. Social media posts with video have nearly 50% more views, and generate 1200 more shares than text and image content combined!

Mobile video consumption is rising by 100 every year. In 2017, views of branded video content had increased 258% on Facebook and 99% on YouTube. Twitter reported that 90% of video views are from a mobile device. Across all platforms, 75% of video plays are on mobile devices and 92% of users watching video on mobile will share it with others. Looking at the numbers, it becomes apparent that videos must be mobile-optimized.

Think about this. Online video consumption is still growing! It’s predicted that people in the U.S. will spend 100 minutes a day watching online videos in 2021. Will yours be one of them?

We provide a full range of high-quality video production services to amplify your marketing efforts on any platform. Contact us to learn more.

Chris Kuban started Chemistry PR and Multimedia with a vision to effectively formulate corporate and non-profit brands across the country. In doing so, he has become an expert in Media Relations, Event Management, Social Media implementation and video production. He engages, coordinates and oversees a diverse team of local and national suppliers, vendors, employees and consultants, allowing him to successfully coordinate over 120 national events focusing on overall logistics, media relations and his clients’ expected ROI. Follow him on Twitter or connect with him on LinkedIn.