Why Most Businesses Waste
Their Video Content
Video marketing has become an essential tool for businesses of all sizes, but many fail to use it effectively. A common mistake is creating high-quality video content but not fully leveraging its potential. If you’re investing in professional video production, you need a solid strategy to maximise its impact, otherwise you’re leaving money on the table.
In 2024, video content continued to dominate digital marketing, with 91% of businesses using video as a marketing tool. Yet, many fail to use their content effectively, leading to wasted potential and missed opportunities. 2025 will see even more businesses using video in their marketing strategy.
How To Be More Effective With Your Video Marketing Strategy
Instead of treating video as a one-time campaign asset, businesses should adopt a multi-channel approach. Here’s how you can get the most out of your investment:
1. Repurpose Your Video Across Multiple Platforms
One of the biggest mistakes businesses make is posting their video on one platform (e.g., YouTube) and leaving it there. Instead, you should repurpose it to reach different audiences:
Social Media Snippets – Cut your video into short clips for Instagram Reels, TikTok, and LinkedIn. Short-form videos get 2.5x more engagement than long-form content
Website Embed – Videos on landing pages can increase conversions by 80%
Email Marketing – Including video in emails boosts click-through rates by 300% (Campaign Monitor, 2023).
2. Optimise for Search (SEO Matters!)
If your video isn’t optimised for search engines, it won’t get the visibility it deserves. Ensure you:
Use Keywords in Titles & Descriptions – Include relevant search terms like video marketing strategy to improve ranking.
Add Captions & Transcripts – 85% of videos on Facebook are watched without sound (Forbes, 2023), so captions increase engagement.
Host on Multiple Platforms – YouTube is the second largest search engine after Google—don’t ignore it.
3. Use Video as Part of a Bigger Campaign
A single video can serve as the foundation for an entire campaign. Here’s how:
Create a Blog Post Around It – Expand on the video’s topic in a written format to capture more organic traffic.
Turn It Into a Podcast – Extract the audio for an easy-to-produce podcast episode.
Use It in Paid Ads – Social media platforms prioritise video ads, leading to higher engagement and lower CPC.
4. Track, Analyse, and Improve
Video marketing isn’t a set and forget strategy. Use analytics tools to track performance:
Engagement Metrics – How long are people watching? Where do they drop off?
Click-Through Rates (CTR) – Are viewers taking action?
Conversions – Are they signing up, buying, or engaging further?
Final Thoughts
Video marketing is one of the most powerful tools for businesses in 2025, but simply creating a great video isn’t enough. By repurposing content, optimising for search, integrating it into a larger campaign, and tracking performance, you can maximise your ROI and ensure your investment pays off.
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