In marketing, there are trends, and then there are truths—and in 2023, it’s fair to say video marketing is not a trend.

According to Wyzowl, video marketing is at “an all-time high”, with 91 percent of businesses using it today. Their “State of Video Marketing” report also shows 96 percent of marketers consider video to be important to their strategy, with 70 percent of those who currently don’t planning to start this year.

And why not? Mobile video apps accounted for more than a billion downloads in 2021, with YouTube alone responsible for 220 million. It’s not just easy to watch videos: it’s easy to make and share them, too.

If you haven’t yet tried it, here are a few more reasons to consider using video marketing:

• The options are vast: You don’t have to stick to the older, more established sites like YouTube and Vimeo. Platforms like Utreon, Veoh, and IBM Cloud Video all attract different audiences and may fit better with your marketing strategy.
• Creating video is a long-term investment: That same Wyzowl study found that the biggest reason companies were not using video marketing was due to time constraints. However, video content, especially with longer runtimes, can be re-used and re-edited for future campaigns.
• They can build on existing efforts: Are you already posting or running ads on LinkedIn? Good news: you have access to a video sharing platform! Insivia reports that “LinkedIn live broadcasts produce seven times more reactions and 24 times more comments for company posts,” and that users are “LinkedIn users are 20 times more likely to share a video post.”
• Variety works wonders for your brand: Ultimately, video should be just one aspect of your marketing strategy, but one that complements the others. Instead of competing with your own content, you can use video to encourage potential prospects to check out other material like blogs and whitepapers, and vice versa.

Video marketing is clearly thriving, and it’s likely there will only be more ways to utilize it in the future. Instead of dismissing it, ask yourself how to scale video to best match your needs and budget.