Yes, video consumption continues to increase, but does that necessarily mean you should take out a camera and make random videos for customers? I can give you the easy answer to that. It’s know. Video, just like every aspect of marketing requires planning. When it comes to creating videos for marketing, you should also come up with a goal and how that goal fits in the customer’s purchasing journey. With that being said, video is a great medium to use to build awareness and convert potential customers. Here’s some statistics from One Productions to show you why you should add video into your marketing mix.

  • 90% of customers find video helpful when making shopping and buying decisions.
  • 64% of customers are more likely to buy your product after watching a video about it online.
  • Video is expected to claim 80% of all web traffic by 2019.
  • It is estimated that 1 minute of video is equal to 1.8 million words.
  • Videos can increase purchase intent by 97%
  • 87% of online marketers already use video as a part of their digital marketing strategies
  • Brands that use video marketing grow their revenue 49% faster than brands that don’t.

Put down that camera! Yes, those stats are compelling, but you still haven’t made the plans. Here’s how you should align your video marketing efforts with your customer and the stage of their journey.


In this stage of the funnel, the customer doesn’t know who you are. They are only aware that they have a problem and they need a product to fix it. In the fashion world, that could be a dress for prom, or shoes to match a certain outfit. How do you let them know that you are the perfect brand to offer the solution? The best type of videos to use with this type of customer includes brand films, educational videos and tutorials.

Brand Films

Educational Videos



Now that the user is aware of your product, or service, they’ll most likely will be doing research. This means that they’ll also will be aware of competitor products, or already are. It’s time for you to differentiate yourself from your competitors. The best type of videos to carry out this goal include product videos, company culture videos, and testimonials.

Product Videos

Company Culture Videos



Congrats! Your marketing efforts led to your product, or service being the top of mind once they’ve eliminated their other options from the consideration stage. This is the most critical part of the process, so it’s not time to let up now. If you want someone to spend money on your offering use FAQ videos, demonstrations, and videos that are personal to the customer.

FAQ Videos

Demonstration Videos


Personalized Videos


Now that you know what type of videos to use and why you would you use them, it’s time to pick up that camera. The main purpose of the post was to show you that creating random videos is not going to help your marketing. If there’s no goal, or audience for the video, it won’t succeed. Remember when you create these videos, focus on the story and not the sell. Sales clutter bombard customers all the time. You don’t want to be a part of the clutter. You want your video to resonate with the customer in their personal purchasing journey.