Research from Wyzowl’s State of Video Marketing report suggests that, in 2026, 89% of businesses now use video as a marketing tool. Telling a story and building trust are crucial to converting website visitors into customers. Consumers retain 95% of a message viewed in video compared to 10% when reading text. Now look at your brand’s online presence. Have you got anything to show except pages of endless words? Not only does video increase user engagement, trust and purchase decisions, it can also boost your website’s Search Engine Optimisation (SEO). Therefore, video marketing can help you achieve your website’s objectives.  

Let’s explore why video marketing is so important to help your business grow: 

Increases user engagement, trust and influences purchase decisions 

Sometimes your visitor doesn’t have the time or desire to read large blocks of text. It can be time-consuming, even if the content they’ll be reading is important and knowledgeable. Have you ever put yourself in your visitors’ shoes? Will a long page of text attract them to read on, or move on? 

Having a short, educational and interesting video at the top of your page to summarise what that long text is about can help you keep them visitors on your page. The human attention span is notoriously short, keep it concise and effective. Your video should clearly explain what the page is about, whether that’s a product, service or just an introduction to your business. Videos can be adapted for any page on your website.  

Publishing that video on your website allows your potential customer to realise you’re a real human talking to them. It feels more personal, more honest. You build their trust; they understand what you want to do for them. Give your brand a personality. Let your business be seen, show them who you are. Having a simple video on your page builds the trust and influences their purchase decisions even further. Talking to them directly shows your interest and care, which makes your customer want to choose you more. 

Boosts SEO and website performance 

Video isn’t just great for story-telling and increasing conversion rates. It’s also a powerful tool for boosting your website’s performance and search ranking. Bounce rates will decrease due to an increase in time the customer stayed on your page. According to HubSpot, users spend 88% more time on a website that includes video. It’s simple, when a customer stops to watch a video on your page they spend significantly more time on your page. This helps search engines rank your page as highly relevant and authoritative. Your website is also measured on how often users click on your page. 

Video content can improve your clickthrough rates by making your site more visually appealing. There’s also a major opportunity for generating quality backlinks. If your content is relevant, interesting and valuable enough, other website are more likely to refer and include links to you. Backlinks are incredibly important for search engines to really decide how you should be ranked in results, websites with video are 53 times more likely to appear in the first page of search results. 

It is difficult to decide what needs video and what’s better of being left as text. Some pages aren’t fit for a video, and your business will be able to decide that after researching how to create a video marketing strategy. Creating a strategy will make the process easier for you. If you’re completely new to video marketing, you don’t want to be going in blind. Understand your goals and what you want the outcome to be, this will make your website improvement effective.  

Define your objectives. 

Think about how video can impact that specific page and what the results could be. Who’s your ideal customer? What action would you like this viewer to take when the video ends? When you understand who it is you’re creating this for, think about your buyer’s journey. The first stage is awareness. You want to tackle this first stage before anything else; your video is the viewers awareness. It needs to be short, easy to understand and engaging. Your customer needs to finish the video and think “yeah, I know exactly what I need to know”. Think about which part of your website and business can be improved by a video. 

Create the video. 

Address your viewers pain points, how can you help them? Explain what you do, what do your customer’s get? Seen as though they’re the potential buyer, they don’t care about you. Don’t talk about yourself, talk about them. Why should they choose you? Answer any question your competitor hasn’t answered, this builds trust from the viewer. 

Edit, optimise and publish. 

Your edited video doesn’t need to be top notch, TV standard. Just make sure it is to a standard you are proud of and you know your audience will watch. Briefly describe the video so search engines can understand the format. For example, if you’re showing a new product you have released, name it “New product introduction”. Make your website accessible for everyone. Open your business to a wider audience, let everyone see your content. Adding captions/ subtitles to your video footage helps search engines to understand your content better. Additionally, including keywords in your footage further pushes your search results. 

In conclusion, videos can help you tackle key points efficiently and clearly whilst also improving your online presence and rankings. Give your business a personality and trusted reputation. Any business can benefit from video marketing. B2B brands need to embrace human-led storytelling, videos aren’t just for customers. Stop your customers from skimming your page, decrease your bounce rates with clear videos instead. Educate your audience, establish yourself as the friendly expert. You will see a significant change in your audience engagement, however you need to be patient. Don’t expect your page to blow up in the first week, let it be explored and give it time. 

Positives 

• Rapid engagement – Videos can engage people quickly and fully in a relatively short time. That makes them ideal for the web because a short time is all you get online. Viewers can go from not caring about something, such as a product or cause, to wanting to buy into it much quicker than with writing or even audio. 

• Characterful – Videos can capture the personality of a person or organisation in a way that few other media can. This makes it a good way to add depth to your brand because every brand needs personality and character. 

• Relationship building – For people to relate to your personal brand, they need to relate to you. Videos are great ways of encouraging that because the viewer feels like they are in the room with you sharing your experiences. 

• Immersive and transporting – You or your customers can easily be transported to another place by video. The ability to hear and see things dynamically makes it a very immersive medium. Rather than just putting your brand in front of someone, you can immerse them in it and make them feel part of it. 

Negatives 

• Unsearchable – Search engines, and therefore web users, can’t search the content of videos, only the written content that goes with them. That means they won’t improve the amount your site gets found as much as written content. While there are plenty of partial solutions to this and videos hosted in the right way can get you fantastic SEO results, this is still a big shortfall of the medium.  

• Hard to do – A professional video is difficult to make and costly to outsource. Whether you or someone else is filming, there are extensive equipment costs, disruptions and specific location requirements. If you are outsourcing, the number of different skills needed will quickly rack up, and that costs. 

Conclusion 

The pros of video marketing certainly outweigh the cons. More than this though, video is now more than ever a major part of the marketing mix and should feature in your plans. It can really help people to engage on an immersive, emotional level with your brand.