Why video marketing should be at the heart of your strategy

Scrolling through your feed, what catches your eye first? A block of text, a static image or a video that instantly pulls you in?

Chances are, it’s the video.

And that’s no coincidence. Video marketing has become one of the most powerful tools for businesses, whether you’re trying to build awareness, connect with your audience, or drive sales. Research shows that 90% of businesses now use video as part of their marketing strategy, and that number continues to rise each year.

Clearly, video isn’t just a passing trend. It’s a must-have for brands that want to stay competitive.

But why does it work so well?

People love video because it’s quick, engaging, and easy to consume. In fact, 77% of people watch online videos on their phones or tablets, and mobile users are 1.5 times more likely to watch videos daily than desktop users.

That tells us something important: if your business isn’t creating video content, you’re missing out on the chance to meet your audience where they are, scrolling, swiping, and tapping through video-first platforms.

And because these platforms prioritise video in their algorithms, your chances of visibility skyrocket compared to static posts.

Almost everyone’s doing it, and it does wonders for visibility. Platforms like LinkedIn, Instagram, and TikTok actively prioritise video content, meaning your posts are more likely to show up in front of your audience.

For any business investing in digital marketing, adding video is no longer optional, it’s essential.

Different ways to use video in marketing

Video isn’t just flashy ads, it’s flexible and powerful.

A well-thought-out video strategy for business can include everything from explainer videos that simplify complex services to authentic customer testimonials that build trust, or give a behind-the-scenes look that humanises your brand.

Something that is hugely favoured by search engines with the rise of AI.

You don’t always need a big-budget production, either. Some of the most effective video production comes from authentic, relatable content that speaks directly to your audience

What’s even more exciting is the impact video has on conversions. According to HubSpot, 83% of video marketers say video helps them generate leads, and 31% report it directly improves SEO by boosting page quality and time spent on-site.

That means video isn’t just good for awareness, it’s also working hard behind the scenes to turn viewers into customers, which ultimately is the overarching goal for marketing.

The rise of short-form video

It’s no secret that attention spans are shrinking.

And short-form video is booming.

Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed the way audiences consume content, making concise, engaging clips a must for any video marketing agency in the West Midlands. Not only is it widely consumed, but it also delivers a strong return on investment.

That doesn’t mean long-form video is dead.

IIn-depth explainers, case studies, or event coverage are still vital for educating audiences and demonstrating expertise. The trick is repurposing content.

That five-minute product demo? Slice it into 15-second highlights for social. Doing so not only stretches your content further but also ensures you reach different types of audiences across multiple platforms.

Getting Started (Even If You’re Camera-Shy)

If you’ve never created a video before, it can feel intimidating. The truth is, you don’t need Hollywood-level production to make an impact.

The key is strategy, know your audience, pick the right platforms, decide what message you want to share, and keep it authentic.

Tracking metrics like views, engagement, watch time, and conversions will show you what works and where you can improve. Video is powerful on its own, but when used strategically, it connects with your audience and grows alongside your business.

CitCom to the Rescue

At CitCom, we understand that every business has a story worth sharing, and video is one of the best ways to tell it.

Whether you need corporate video production, a short-form social campaign, or a complete video marketing strategy, we help brands create content that feels authentic, engages audiences, and delivers measurable results.