5 great reasons to use video marketing.
Today, it’s impossible to ignore the power of video content in a marketing strategy. On social media platforms like Instagram, TikTok, or LinkedIn, video has established itself as the most requested and engaging format: it captures attention, gets shared massively, and conveys emotions much more effectively than any other medium.
In fact, 91% of businesses now use video as a marketing tool (source: Wyzowl, 2025), and 85% of internet users say they prefer watching a video rather than reading plain text content. This is no coincidence: images speak louder than words. A well-thought-out video not only conveys a message but, more importantly, creates a direct and emotional connection with your audience, whether they’re prospects, customers, or partners.
Video marketing goes beyond traditional advertising as it encompasses various formats like brand videos, tutorials, interviews, customer testimonials, or live broadcasts. It integrates perfectly with all your channels: social media, websites, email campaigns, advertising campaigns, or trade shows.
Integrating video into your B2B or B2C strategy is no longer an option but has become a factor of differentiation and brand awareness.
Reason 1 – Storytelling, trust & emotions: video gives your brand a face
Capturing your audience’s attention is no longer just about content… it’s about humanity and emotion. And in this area, video is unbeatable.
In less than two minutes, a video can convey your story, your values, your company culture, and show the faces of those who bring your business to life every day. This is the power of visual storytelling: telling a story—that of your brand, a product, a promise—and thus establishing a direct connection with your audience.
At a time when average attention span is estimated at only 8 seconds (source: Microsoft), your prospects no longer have time to read long content. They’re looking for information that’s impactful, engaging, human, that touches them quickly and effectively.
Video, a powerful trust-building tool
Video gives a face, a voice, a personality to your company. A gentle or passionate voice, a sincere look, a smile captured at the right moment… these are all elements that make your communication more credible and memorable.
72% of consumers say that video helps them trust a brand better (source: Wyzowl, 2025)
This makes it an essential tool for creating an emotional connection, especially in B2B contexts, where trust relationships are decisive. Showing your teams, your premises, your commitments (CSR, quality, innovation, etc.) gives real grounding to your commercial promise
Emotion, memory, and engagement
Unlike purely textual content, video mobilizes multiple sensory channels: sight, sound, but also emotions. This is what makes it a powerful ally for memorization. According to Forbes, viewers retain 95% of a message when it’s transmitted via video, compared to only 10% via read text.
Facial expressions, warm voices, images, editing rhythm: all these elements contribute to immersing the viewer in a universe. A well-constructed video can evoke an emotion (trust, wonder, curiosity…) and thus create a memory in consumers’ minds.
A card to play for technical sectors
In B2B, where offers are often complex, video also plays a decisive role in simplification. It allows you to present your products or services in a way that’s clearer, more concrete and more engaging than a simple PDF or commercial brochure attached to a product sheet.
Customer testimonials, demonstrations, behind-the-scenes content, explanatory animations… these are all formats that reassure your prospects and facilitate the purchase decision.
95% of internet users say they are more likely to make a purchase after watching an explanatory video (source : Wyzowl)
Reason 2 – Video captures attention… in seconds
Every day, your prospects are exposed to thousands of pieces of content on LinkedIn, Instagram, TikTok, or YouTube. Their digital environment is completely saturated. So, to hope to stand out, you must captivate from the first seconds and this is exactly where video comes into its own.
Le cerveau aime l’image
Our brain processes images 60,000 times faster than text. It’s therefore no coincidence that visual content, and particularly videos, trigger an immediate reaction. Their combination of movement, sound, colors, and narration acts as a message amplifier.
A video attracts 2.6 times more attention than static content on social media.(Source : HubSpot)
With the mobile explosion, internet users’ attention capacity has greatly diminished: it’s now estimated at less than 8 seconds, less than that of a goldfish. This means that you only have a few moments to convince.
Concretely, the first 3 to 5 seconds are crucial. Your hook must then be visual, impactful, and immediately understandable. You must captivate the user before they scroll to the next content.
Narrative power in service of your message
Beyond simple visual impact, video is a true narrative tool. It can transcend the advertising message to carry the values, mission, or story of a brand. They say a video is “worth 1.8 million words”: this shows the power of this format, which combines image, sound, rhythm, and emotion. Apple’s advertisements, for example, embody notions of cultural and technological revolution (introduction of the first Macintosh, the first IPhone etc). This type of campaign proves that a well-thought-out video can durably mark minds and influence purchases.
Reason 3 – Increase conversion rate at every stage of the funnel
Video marketing isn’t just an engagement or awareness lever: it’s also a conversion accelerator at every stage of the customer journey, from first click to final purchase.
Thanks to its ability to capture attention, trigger emotion, and make messages clearer and more human, video acts as a catalyst to transform your visitors into customers.
According to Unbounce, adding a video to a landing page can increase conversion rate by 80%.
And according to HubSpot, 84% of consumers say they were convinced to buy a product or service after watching a video.
Unlike a simple static visual or carousel, video offers an immersive experience, where the viewer actively engages. It plays on several psychological and sensory levers:
- Visual hooks (dynamic catches from the first seconds),
- Moving shots, rhythmic transitions,
- Voice, music, emotions, which stimulate curiosity and the senses.
By triggering an emotional response, video creates proximity with the brand, generates trust, and facilitates projection into product or service usage.
An effective tool at all marketing funnel stages
Video is a tool for all marketing funnel stages, whether B2B or B2C:
- Discovery (TOFU), whose objective is to attract attention, you can create viral videos, teasers, brand videos.
- Consideration (MOFU), whose objective is to inform and demonstrate value, explanatory videos, tutorials, and product demonstrations are recommended.
- Conversion (BOFU), whose objective is to reassure and incite action, use customer testimonials, case studies, presentations.
- Retention allows maintaining the relationship and increasing value, with videos like FAQs, onboarding, customer follow-ups, etc.
Reason 4 – Improve natural SEO
Video content doesn’t just capture attention: it also strengthens your online visibility through natural SEO. Today, Google favors video content in its search results, because it keeps users longer, improves engagement… and therefore the perceived relevance of the page.
A page containing a video is 53 times more likely to appear on the first page of Google results. (Source : Forrester Research)
- Increased time spent on page: internet users stay longer on a video page, which is a positive signal for search engines.
- Improved click-through rate (CTR): in search results, videos catch the eye, which can boost click-through rate to your site.
- Better indexing: Google indexes videos, especially if they’re well optimized with structured tags .
- YouTube is the 2nd largest search engine worldwide, just behind Google. Publishing your videos on this platform increases your chances of being found on specific queries.
We recommend integrating your videos into your product pages (to show your product in action), in your blog articles (to illustrate a point dynamically), in your landing pages (to improve visit time), and in your “about” sections (to humanize your company and its teams).
Reason 5 – Improve user experience
In the era of cognitive overload, offering a smooth, engaging, and easy-to-consume experience has become essential. This is where video becomes a real lever.
Videos allow users to receive information effortlessly. They don’t need to read long paragraphs, scroll through text blocks, or search for hidden information. They just need to watch and listen: a clear, quick, and engaging experience.
According to a Wyzowl study, 72% of users prefer discovering a product or service via video rather than text.
Certain videos (notably explanatory videos, tutorials, or demonstrations) allow your customers to better understand your offers, visualize your products in action, and overcome their potential objections. Result: less friction in the customer journey, and more chances to convert. A good video not only improves understanding but also overall satisfaction, as it reassures, humanizes, and accompanies at every step.
Video marketing offers a palette of formats to respond to a multitude of objectives. Here’s an overview of the most commonly used video types to improve user experience:
- Explanatory videos: to explain a product, concept, or service
- Product demonstration: to show the product being used in action
- Customer testimonials: to share real experience feedback
- Tutorial videos: to guide your users step by step
- Live broadcasts: to create real-time interaction
- Event videos: to capture the atmosphere
- Interviews: to give voice to your experts
- Animated videos: to explain complex ideas in a fun way
- UGC content: to have real customers testify about your products
Regardless of the format, with video, you accompany your users, you reassure them, you humanize your brand… and you stimulate action.
Ensuring clear communication is above all about defining precise objectives: what do you want to convey? To whom? And why? Video precisely allows you to answer these questions in a simple, direct, and immersive way.
On social media like Instagram, TikTok, or LinkedIn, it’s the short, dynamic, and impactful formats that generate the most engagement. The key? Captivate quickly, explain well, mark durably. A well-thought-out video creates strong moments that stay in memory and weave an emotional bond between your brand and your audience.
And the good news? It’s no longer necessary to have a colossal budget to take action. Between no-code tools, professional templates, and specialized agencies, any company can integrate video into its digital ecosystem.
Need help integrating video into your B2B or B2C marketing strategy? We accompany you at every step of the process.
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