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Buyer , For Scaleups — 10.29.2020

Why Product Videos Should Be Part of Your Marketing Strategy

Sara Croft, Principal, Growth Marketing

Videos have long been part of business marketing strategies in most industries. 

Even though video is not a new concept, it’s becoming more prevalent. According to Hubspot, 86 percent of businesses have used video as a marketing tool in 2021.

For the marketing teams behind software products, video is a way to attract new leads by pulling back the curtain. With a solid product marketing foundation, video can explain technical features as benefits your customers want to pay for.

Why Today’s Marketers Value Video

Video Is Fast 

Your marketing team may be stacked with eloquent writers, but if no one reads the highly informative yet incredibly long e-book or white paper they produced, the effort is without reward. 

An impactful product video can be as short as 30 seconds. And while reports that humans have the attention span of a goldfish have since been debunked, we still live in a world where there is plenty competing for our attention and time. Being succinct is beneficial.

Articles can take anywhere from a few to several minutes to read. Many impactful videos are only a few seconds. Think about it—some TV ads are sold in only 15-second increments. Video allows you to quickly set the stage for the viewer, showing the who, what, how, when and why behind the message faster than other mediums.

Video Offers a Better Brand Experience

If a prospect is interacting with your business through other marketing mediums, they’re likely not getting a whole picture of your brand. While parts of your brand and values are peppered within blog posts, white papers and social media, those mediums often only offer a bird’s eye view of your overall brand.

When watching a video, customers will see your brand elements and relevant information about the product you’re selling. But videos also give you the opportunity to show off your personality. 

This is important for companies that are building reputations not just for their product, but for their brand, too.

Product Videos Save Time for Sales and Customer Success Teams

Having a responsive customer service team is important for the success of any product, but customer inquiries can take a significant amount of time to address. Product videos are a great way to add value to customers while freeing up customer service team members. You can have product videos that directly answer your customers’ frequently asked questions in addition to more detailed videos that explain the product as a whole. 

Allowing video to be the medium for sharing information about the intricacies in your product lets users pick and choose which videos are meaningful to them and skip the others, saving them time. 

Product Videos Are Engaging

When striving to produce marketing that makes an impact, video is the way to go. It teaches what something is or how to use it, and it conveys how someone may feel about a product. Live videos elicit emotion from viewers by connecting them with other humans, whereas animated videos are effective at attracting and retaining viewers. If impacting someone in an emotional way is important to your company—whether that’s through humor, tugging at the heartstrings or shocking someone into action—video marketing will be vital.


Let’s face it: tech products can be complicated. Product videos ensure your users are experiencing your product to the fullest. Well-crafted product videos also make users feel like they are receiving one-on-one support, something that helps build brand affinity and loyalty over time.

While deciding to create a product video or several may seem like a no-brainer, actually doing it may seem daunting. At Innovatemap, we identify the kinds of videos your customers need and bring them to life with our product marketing and video animation services. Our team of motion designers creates product videos that will inform and engage your audience.

Learn how video can become a meaningful part of your scaleup’s product marketing strategy.

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