In fact, it’s rather simple: using videos to promote or market your brand, product or service. A strong marketing video campaign incorporates video into the mix. Videos from live events, Customer testimonials, explainer videos, corporate training videos, how-to videos , viral (entertainment) videos — the list goes on.

It can increase your search engine ranking, click-through rates, open rates, and conversions. But you have to reach your target audience. YouTube is the second largest search engine (second to Google). What’s better: YouTube is owned by Google. So that means a properly tagged video can work wonders for your SEO.

A recent study found that 57 percent of online consumers were more likely to buy a product they were considering purchasing after watching a video demonstration of that product.

There are endless platforms for video marketing. YouTube, broadcast television, video boards, and street marketing, you name it. The possibilities are endless. With a smartphone, consumers can access online video anytime, anywhere. The same is not true with traditional, paper marketing. With video, you can reach your audience wherever they are in a cost-effective way.

Studies show that retention rates for information that is both seen and heard is as high as 80 percent. Those numbers drop to 20 percent for information that is seen and just 10 percent for information that is heard. Combining visual and audio is powerful.

Video allows you to make a direct appeal to the emotional center of a person’s brain through music. With video, you are also able to attach a face to a concept. The human connection through video is more influential than reading facts in text.