The Importance of Video Content


This document was created to inform, inspire and motivate teams to begin incorporating video into their marketing strategy. Also, we have included a set of channel agnostic video best practices to assist marketers in engaging the millennial and student demographic.


WHY Video?  (By The Numbers)

100 Million

“That’s the number of Internet users who watch online marketing videos each day. Many of them are looking for advice on how to do something or how to make something work better. And a whole lot of them are looking to buy a service or product.”          

– ComScore



The Online Publishers Association, says that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. Of that 80%, 46% took some action after viewing the ad.

  • 26% looked for more information about the subject of the video

  • 22% visited the website named in the ad

  • 15% visited the company represented in the video ad

  • 12% purchased the specific product featured in the ad

  • Using video on a landing page increases conversion by 80%

  • Homepage videos increase conversion rate by 20%



GetResponse uncovered data that marketers who integrate a video in an email generated a 40% higher monthly revenue. They also reported a rise in all important performance metrics: 55% increased CTR, 44% increased time spent reading an email, 41% increased email sharing and forwarding.



The Forrester Marketing group surveyed businesses and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%

ONLY one minute of video is worth 1.8 million words, so say Forrester's researchers. Little wonder then that Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.

The Bottom Line

Video is the single most effective way to communicate online. Whether talking to teens and millennials or adults, a ONE-MINUTE video is more effective than pages and pages of web copy.

Businesses and organizations that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate.††

HOW Video?

Video (Agnostic) Best Practices

These tried and true best practices also include tactics and strategies for video success. See below for audience-specific recommendations.


1. The first 10 seconds

Most users “click off” a video within the first 10 seconds. That’s why it’s imperative to create an engaging and arresting open. Front-load content!

2. The Shorter the Better

Almost every video statistic acknowledges that the longer a video is the higher the drop off rate. Videos that are 1 minute and under are shown to be the most effective.*

3. WIFM (What’s in it for me?)

Give the user plenty of reasons to watch the video. Make sure that the audience knows that they will get something out of watching your video. That something could be more knowledge, better understanding, a new tool etc.

4. Relevance/Useful

Ensure that the information being offered is relevant and useful to the audience.

5. Emotional Resonance

Statistics show that when a video resonates emotionally with the audience they watch and share. 

6. Features and Benefits

Highlight all the features and explain the benefits (see WIFM above) to the audience.

7. Tell The Story Visually

Since video is a visual medium, it’s important to tell the story visually. Images, whether moving or not are better than words. Also, it should be noted that sound/music/voice-over adds to the efficacy of a particular video.

8. Offer

Though some videos don’t have offers, when possible include an offer. This could be a PDF download “Top 10 SAT Studying Tips” or “Get More information on Financial Aid”.  

9. Authentic Voice aka, Know Your Audience

Speak to students, teacher and administrators in their own unique and particular voice.

10. CTA/Call to Action  

Almost ALL videos are driving the user to take action/transact. A CTA could be as simple as, “Learn More” or “Visit” .