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What is video marketing and how can it transform your business

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Video marketing is the strategic use of video to promote products, services, or brands.

Its function is not aesthetic. It is functional. It sells. It informs. It convinces. Ignoring video as a marketing tool is wasting conversion potential in one of the formats with the highest attention retention in 2025.

 

1. What is video marketing
Video marketing consists of producing and distributing audiovisual content with the aim of achieving specific marketing goals: attracting leads, generating sales, increasing brand awareness, or educating the market.

Main formats:

  • Paid ads (Facebook, YouTube, Instagram)

  • Institutional videos

  • Reels and TikToks

  • UGC (User Generated Content)

  • Explanatory videos about products or services

2. Why video works better
Video communicates on multiple levels: image, sound, rhythm, and narrative. It holds attention longer than text or static images. It conveys emotions and values with greater impact.

Average conversion rates rise between 20% and 80% when video is used on landing pages. Social platforms favor videos in organic and paid reach.

 

3. When to use video marketing

  • Product launches

  • Seasonal campaigns

  • Lead generation

  • Explaining complex services

  • Establishing authority in specific niches

4. Video as a long-term asset
A good video is not a fleeting post. It can be reused in campaigns, websites, presentations, and social media. It becomes a digital asset that continues to generate results weeks or months later.

 

5. Common mistakes to avoid

  • Focusing exclusively on aesthetics without a clear message

  • Videos that are too long for the platform in question

  • Lack of a defined objective

  • Production without considering the target audience


6. Practical example
Cosmetics brand with stagnant sales. After producing three videos focused on the real benefits of the products and social proof from customers, conversion increased by 62% in three months.

 

 

Conclusion
Video marketing is a central tool, not a complementary one. Ignoring it means operating at 50% of your digital communication capacity.

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