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.
Find out what’s new at the company.
Because mixing fun and work is at the heart of our philosophy, we always try to make a special place for it in our business life.
In the B2B context, new skills are essential. And at the heart of this strategy, one element plays a key role: the product sheet.
In the current economic context, it’s difficult to convince that brand awareness deserves its place among marketing priorities. And yet, SEO remains a major lever for B2B companies.
We operate in a fragmented ecosystem, where consumers can juggle an infinite number of information sources, different platforms, and touchpoints before making a decision. It is a disordered, unpredictable cycle, yet one that is decisive in the final purchase decision: the Messy Middle.
For decades, the famous conversion funnel was enough to understand and interpret consumer behavior. But in 2025, consumer habits have radically changed, in line with new consumption trends.
With new buyer expectations and the transformation of usage patterns, B2B e-commerce has become a growth driver.
The B2B journey is more thoughtful, longer, often interrupted, but rarely insignificant. When a user adds a product to their cart, they demonstrate genuine interest in the brand and/or its product. An abandoned cart is therefore not necessarily an end in itself, but can be the beginning of a purchase intention.
Product information is vast, so how to manage, structure, and distribute it without friction ?
When we think of e-commerce, we often picture a consumer comfortably seated on their couch, placing an order from a computer or smartphone. Yet, another reality of e-commerce deserves our full attention: B2B.
Today’s professional buyers, well-informed and accustomed to seamless B2C interfaces, now expect customized purchasing journeys that are relevant, efficient, and tailored to their business needs.
The Google Core Update of June 2025, officially launched on June 30, marks a new milestone in the evolution of the search engine and organic search.
If aiming for the moon seems unrealistic, there is a strategic, more precise, and above all, much more profitable long-term approach: that of long-tail keywords.
According to the latest industry data, more than 66% of businesses say they plan to expand internationally in the coming years.
Behind the smooth interface lies a system based on machine learning, which uses entered queries to refine its responses.
Far from being just communication showcases, these social platforms are now real sales channels.
Starting June 28, 2025, new digital accessibility standards will come into effect, directly impacting e-commerce websites in France. This legal obligation no longer applies only to public platforms—private companies are now included.
In France, the RGAA consists of 106 compliance criteria grouped into 13 fundamental themes that guide the audit of your platform.
Over the past several months, Hyvä has been revealing a series of technical and strategic innovations that are set to transform the entire Adobe Commerce ecosystem.
TikTok, originally known for short, entertaining videos, has recently launched TikTok Shop, a feature that could very well redefine the rules of the e-commerce game.
Agencies, software publishers, digital experts and all players in the digital space—you’ve likely heard the news. Starting June 28, 2025, all e-commerce services will be required to comply with new digital accessibility regulations.
The Speculation Rules API allows browsers to pre-render pages that a user is likely to visit, providing a smoother and faster browsing experience.
Through the AI Tour of France, organized by Medef and Numeum, French companies shared their experiences with AI and the concrete benefits they have gained, as part of the “AI Action Summit.”
In a world where e-commerce has become a cornerstone of the global economy, B2B and B2C sales models represent two essential facets of the system.
The PIM, or Product Information Management solution, is a tool that collects your product data and integrates it directly into the most suitable format for your team, all within a single digital platform.
Design thinking is a methodology that emerged in the 1970s and gained momentum in the 1980s with applications across various sectors, including e-commerce.
The Gen-Z consists of individuals born between 1997 and 2012 and now represents a significant sector of the digital market.
Millions of internet users conduct searches every day via various search engines, whether to find answers to their questions, a restaurant, a specific item, or a schedule.
The Gorilla Club, part of ASPTT Strasbourg, is a sports section dedicated to promoting and teaching American football in Alsace.
These marketing techniques encourage buyers to complete their carts with complementary products to their initial items. Although often confused, these two sales techniques have distinct objectives and can be very effective when implemented correctly.
C2C sales, or “customer to customer,” represent a major evolution in the e-commerce landscape. In this model, individuals are the main players, using specialized sites or applications to sell and buy goods or services among themselves.
Sales funnels, known as “sales funnels” in English, refer to a technique aimed at maximizing conversion rates to sell more effectively online.
In today’s digital landscape, customer reviews—whether positive or negative—inform consumers about the quality of the products or services they are considering purchasing. Positive reviews can significantly boost sales by influencing the purchasing decisions of other consumers.
The new generation spends a lot of time on social media, which has led to the emergence of new professions, notably that of influencer or content creator.
Cross-border e-commerce has transformed the global commercial landscape. This ability to sell anywhere and anytime has significantly boosted companies’ revenues.
Nowadays, social media play a prominent role in our lives. Some use them to share their daily lives, others to spread messages, and some simply to stay in touch with their loved ones or to stay informed about the news.
ChatGPT, this new artificial intelligence tool, allows for the rapid creation of content. Launched by OpenAI in 2022, its goal is to “help by answering your questions and providing information.” Impressive, right?
Soft skills play an equally important role in the success and sustainability of your digital platform. They can transform the way you interact with your customers, your team, and your market.
Over the years, the focus on user experience (UX) and user interface (UI) has been constant, but today, we are increasingly moving towards another equally crucial concept: customer experience (CX).
Virtual Reality (VR) is a rapidly growing technology that is disrupting many sectors, including e-commerce.
Product listings are the cornerstone of the commercial strategy. They play a crucial role in converting visitors into customers as they provide detailed information about the products offered by a company. What are the key points to watch out for and the best practices to optimize them and maximize sales?
The functionalities, costs, and levels of complexity can vary from one CMS to another.
When it comes to optimizing your website’s performance, paying attention to images is a crucial yet often overlooked step.
The dynamics of e-commerce are evolving rapidly, with the primary goal of businesses being to provide an optimal customer experience to maximize conversion rates and, most importantly, sales. For the past two years, a new solution has been making waves: it’s the Hyvä solution and its Hyvä Reset theme.
In the dynamic universe of online marketing and sales, the conversion rate emerges as a key indicator, reflecting the performance and success of a strategy.
In the world of marketing, efficiency reigns supreme.
The e-commerce industry continues to grow at a rapid pace, driven by technological innovation, changes in consumer behavior, and evolving market expectations.
In a constantly evolving digital landscape, it is crucial to ensure that your website is performing well, secure, and meeting the needs of your users.
The realm of web marketing plays a central role, where the scope of digital strategy may vary, but merely existing on the web is equivalent to an active approach to online promotion.
In today’s digital era, Web Marketing has become an indispensable element for businesses aiming to expand their online product and service offerings.
In the current context of e-commerce and marketing communication, the engagement rate has become a crucial indicator for measuring user interaction and involvement with content or a brand.
The sales, that long-awaited event for consumers in search of good deals and discounts. But this event is also a major date in the calendars of e-commerce websites.
Branding and e-commerce have been continuously evolving, particularly since the expansion of the internet.
In a digital world where competition is fierce, the technical optimization of a website is a crucial element to ensure a smooth user experience, enhance performance, and strengthen its search engine ranking.
Online commerce is in constant evolution, and the security of your website, whether you are a small business or a major brand, must be a top priority. E-commerce websites handle vast amounts of data to personalize their product and service offerings, tailoring them to the needs of their target audiences.
We celebrated our third birthday last June 1st…. Yep, so soon! 🥳
With Magento 2, enhancements and new features have been introduced, thus providing businesses with optimized site management.
We recently conducted an internal study to assess our ATI4 employer brand and highlight areas for improvement.
A year ago, we hired 4 developers to join our Magento Academy. We aimed to train them to use this new technology.
Last November, ATI4 joined forces with Numéric Emploi Grand-Est to host its first Apéro Dev event.
As fans of digital technology and video games, we held our first inter-company tournament.
Over the past two years, we’ve had the opportunity to work with prestigious B2B clients, to learn and to develop.