Do you think video marketing doesn't include performance marketing?

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Now, seven months into the pandemic, brands continue to face many uncertainties. But there are some aspects of the “new normal” that are clear. Social distancing requirements have led to people spending more time online than ever before, which has rapidly accelerated e-commerce, e-learning, and remote work.

This online surge has made it increasingly critical for businesses to maximize their digital presence, reach potential customers, and engage them in the buying process.

While video has played a huge role in the marketing funnel since long before coronavirus, many marketers have been slow to recognize its full potential.

The fact is, beyond its brand-building benefits, online video can also be a powerful performance driver. As we found in a recent study, for example, 70% of people say they have purchased a brand as a result of watching it on YouTube.


The fact is, beyond its brand-building benefits, payroll directors email database online video can also be a powerful performance driver.


Whether you’re a brand marketer focused on creating demand or a performance marketer focused on fulfilling it, I encourage you to think about video ads more broadly and as a driver for both — especially now, at a time when every media dollar needs to stretch a little further.

Here are three video marketing strategies, inspired by successful brands, that can help you leverage video for either goal.

3 illustrated icons represent the concepts of making simple, strategic creative tweaks, optimizing for relevance, and helping satisfy demandImage:

Keep it simple, with strategic details

At this point, most brands have become accustomed to adapting to address changing consumer behavior, especially retailers facing continued restrictions in their physical stores.

Retail brands grappling with this shift have found that small changes to their video campaigns can help further their e-commerce goals.