4 Examples of Businesses That Need Video Marketing vs. Blog Posts

Choosing between short-form vs. long-form content for your marketing strategy can already be enough of a headache – especially when you’re still finding your groove and understanding your audience’s needs and likes.

However, there’s one more decision that businesses and founders also need to take into account when it comes to putting together an overarching marketing strategy: 

Choosing between producing video content or sticking to written content – aka blogs and newsletters – instead.

Do you create more videos for Instagram? Is it time to jump on the TikTok train? Maybe… your brand could benefit from a YouTube channel. Or is written content the way to go with newsletters and blog posts? 

Luckily, there are a few simple ways to find out if your business or industry forms part of the businesses that need video marketing (or a blend of both 😉).

The hype behind video marketing

Video marketing isn’t anything new. 

The rise in platforms like TikTok and Instagram (with Reels) has made it a staple in pretty much every marketing and branding strategy out there. And consumers are loving it. 

In fact, according to a recent study by Dash, the average retention rate for videos under 60 minutes is around 62%. In addition to this, 44% of platform users say they prefer to watch a short video, with 83% of marketers opting to create content that’s typically 60 seconds or less.

This, coupled with the fact that the social media giants are pushing more and more ‘bite-sized’ video content makes the whole situation undeniable: video is sitting comfortably on the throne of content marketing.

Identifying the types of businesses that need video marketing

With this in mind, you might be thinking it’s YOUR turn to bust out the ring light, set up your tripod, and start filming.

And to that, we say: SLOW DOWN! 💨 Video marketing isn’t a must-do or one-size-fits-all solution for everyone – especially if you’re already dreading the fact of having to be in front of a camera before it’s even happened.

After all, why force something into your marketing strategy that you’re not going to enjoy? That’s just not sustainable in the long run! Plus, your audience will be able to sense from a mile away that you’re only doing this “for the ‘gram” (literally).

Let’s take a closer look at a few questions you can ask yourself to see if yours might be one of the businesses that need video marketing.

How to figure out if video marketing is for you

Determining whether or not video marketing aligns with your brand’s strategy and goals involves a little more looking inward and asking yourself the right questions, and less jumping on the latest trend just for the sake of it.

Here are five questions to help you make your decision:

1. Does your target audience consume video content? 

Start by understanding the media consumption habits of your ideal audience. If they prefer video over text or images, video marketing might be a worthwhile investment.

2. Can you consistently produce quality video content?

Quality matters more than quantity. Figure out whether you have the resources, skills, and time to create videos that meet your brand’s standards consistently.

3. How does video fit into your overall content strategy? 

Video content shouldn’t exist in a vacuum. Think about how it integrates with your other content efforts and whether it complements your overall strategy.

4. Are you genuinely interested in creating video content? 

Consider whether you or your team are genuinely excited about making videos. Authentic enthusiasm can greatly impact the quality and effectiveness of your content.

5. What are your marketing goals? 

Finally, align video marketing efforts with your broader marketing objectives. Is your aim to increase brand awareness, drive sales, or engage your community? Video can be effective, but it should directly support your goals.

Once you’ve figured these out, you can then make an informed decision about whether video marketing is a good fit for your business, or if you’re better off sticking to written content instead.

4 examples of businesses that could need video marketing

If you’re still unsure whether or not video marketing is for you, we’re going to go ahead and break it down even further with some specific examples of businesses that (in most cases) can benefit from incorporating video content into their marketing strategy.

Let’s dig in!

1. E-commerce and retail brands

Put simply, video marketing thrives in the e-commerce and retail space because of its ability to showcase products in action. 

Demonstrations, unboxings, and behind-the-scenes looks all provide tangible insights that photos and descriptions alone simply can’t. 

For example, a popular makeup brand like Glossier will use “how-to” or “inspo” videos that teach potential customers how their products work in action. This significantly enhances the shopping experience and allows the audience to see themselves in the content they’re watching.

The same goes for clothing brands like Lucy and Yak or Outdoor Voices. By showing their products inserted in a real-life scenario, people are more likely to feel a personal connection – and hit that BUY NOW button.

2. Food and beverage and hospitality brands

Similarly, restaurants, cafes, and bars have a great opportunity to show off what makes them special with video content. Through video marketing, it’s all about giving a peek into the vibe of the place, how the food is made, or even just the steam rising off a hot meal. 

Think of video marketing as inviting potential customers in for a sneak peek and making them feel like they’re already part of the experience before they’ve even stepped through the door.

A great example of this is a brand like Honest Greens, which creates mouthwatering videos of their dishes and POV content from their locations to entice visitors to stop by for a quick bite.

3. Fitness and wellness brands

For the fitness and wellness sector, video is a game-changer. After all, a visual-first approach allows trainers and wellness experts to demonstrate exercises, share quick health tips, or even guide viewers through a mini-workout session. 

This not only showcases their expertise but also helps viewers feel a personal connection with whoever’s in front of the camera – similar to what would happen during a one-on-one session. 

For example, the team over at Alo Moves makes the most of video to share trainer Q&As, recipes, and even snippets of calming yoga flow sessions – all of which help potential clients see themselves immersed in the tranquility and expertise they can offer.

4. Tourism and travel brands

Lastly, travel and tourism businesses can really benefit from video by really bringing destinations to life. 

Let’s be honest, there’s a big difference between someone describing a sunset over the Ganges River and watching the sunset over the Ganges River, right?  Through video, businesses like these can create that “wish you were here” feeling that’ll inspire viewers to book their next adventure. 

For instance, the pros over at Nat Geo Travel go above and beyond to produce and share breathtaking video content that showcases some of the most magical and beautiful destinations around the world. 

On a smaller scale, Tru Travels shares everything from interviews with guides to testimonials from happy adventurers and wanderlust-inspiring videos that make viewers eager to experience it for themselves.

5. BONUS: Other brands that could benefit from a video-first approach

You didn’t think we’d stop there, right? Other brands that could benefit from a video-first approach include the following:

  • Interior design and architecture firms
  • Real estate agencies
  • Visual artists and galleries
  • Event planners and venues
  • Gardening and landscaping services

Why certain businesses need video marketing more than others

As you can see, although video marketing has become a cornerstone of digital marketing strategies across the board, it’s clear that certain businesses – especially “visual-first brands” – stand to benefit from it significantly more than others. 

Meanwhile, service-based businesses that focus on things like consulting, financial planning, educational courses, and even legal services tend to rely on a more descriptive, written-first approach because of the more “intangible” nature of what they do. 

Since most of these industries tend to delve into much more complicated and nuanced subjects, a 60-second TikTok approach won’t necessarily hit the spot in the same way as, say, a tour company trying to sell a 14-day island hopping adventure.

That said, there’s still room for video in these sectors for those who get creative with how they use it. We’ve said it before and we’ll say it again: nothing about marketing is ever “yes” or “no” – and using that to your advantage can make the difference between a strategy that falls flat and one that continues to evolve as your business grows.

Ultimately, the decision to invest in video marketing should be informed by a deep understanding of your audience’s preferences, your brand’s storytelling capabilities, and your overall marketing objectives. 

Do your research, don’t be afraid to ask your audience questions, and make sure you’re always ready to adapt to their needs. Beating the algorithm might be fun, but it ultimately means nothing if you’re not actively connecting with the ones who are actually going to be buying from you: the people. 

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