In an era where digital real estate is fiercely contested, the age-old adage “a picture is worth a thousand words” seems almost antiquated. Today, it’s video content that reigns supreme in capturing audience attention. Particularly in New Zealand, with our high internet penetration rates and a thriving digital landscape, video marketing offers an indispensable medium for companies to engage their audience in a more dynamic manner. Read on and I will explain the importance of video in marketing, offer video production tips for businesses of all scales, and explore video advertising on platforms like YouTube.

The Importance of Video in Marketing

Increased Engagement

The human brain processes video 60,000 times faster than text. For businesses, this means a well-crafted video can communicate a brand story more quickly and effectively than text-based content. Videos also have the advantage of appealing to multiple senses at once, leading to higher information retention.

Enhanced SEO Rankings

Videos can significantly improve your website’s SEO. Google’s algorithm is increasingly prioritising websites that offer varied content, including videos. Therefore, video content not only helps in catching the consumer’s eye but also the algorithms’.

Builds Trust and Credibility

One of the ultimate goals of marketing is to build a relationship of trust between a brand and its audience. Video is the perfect medium for this, as it provides the opportunity to showcase not just products, but also culture, ethos, and even testimonials in a relatable and authentic way.

Video Production Tips

Pre-Production Planning

Before you get into the nitty-gritty of video production, it’s important to define your objectives, target audience, and the message you want to convey. The more defined your plan, the more targeted and effective your video will be.

Quality Over Quantity

It’s better to invest in a few high-quality videos than to spread your resources thin over numerous low-quality productions. Quality doesn’t necessarily mean higher costs; even smartphones today offer robust video capabilities.

Leverage Local Scenery

Here in New Zealand, businesses have the added advantage of leveraging our country’s breathtaking landscapes for outdoor shoots. This not only enhances production value but also creates an emotional connect for local audiences.

Keep It Concise

Attention spans are dwindling. Your video needs to get to the point quickly while still being engaging. Aim for videos that are no longer than 2 minutes for promotional content and up to 10 minutes for educational or instructional videos.

Advertising on YouTube and Other Platforms

Audience Targeting

YouTube provides granular audience targeting options, ranging from age, interests, location to even specific user behaviour. Such precision is instrumental in ensuring your video content reaches the most relevant audience.

Ad Formats

YouTube offers multiple ad formats like skippable and non-skippable ads, bumper ads, and display ads. Select the format that best aligns with your objectives, keeping user experience in mind.


Video advertising on YouTube is generally cost-efficient, especially compared to traditional TV advertising. With the ability to set your budget, YouTube advertising provides a scalable option for businesses of all sizes.

Leveraging YouTube SEO

Just like your website, YouTube videos also need to be optimised for search. Use relevant keywords in your video titles, descriptions, and tags to increase visibility.

For New Zealand businesses looking to make their mark in the digital realm, video marketing offers an opportunity that’s too valuable to pass up. From increased engagement and SEO benefits to building brand trust, the return on investment for video content is compelling. With platforms like YouTube offering versatile and cost-effective advertising options, the video is not just an add-on to your marketing strategy; it’s a cornerstone.

So, what are you waiting for?

Start incorporating video into your marketing strategy and discover its multitude of benefits firsthand. In a landscape where content is king, video is the crown jewel that can elevate your digital marketing efforts to royal heights.