If you’re not using video as part of your digital strategy, you’re missing out on one of the most effective and preferred tools. The good news is video doesn’t have to be complex to improve your lead generation and have a dramatic impact on your website, emails, trade show presence, and social media..
Here are five reasons why video should be an integral part of your pipeline generation strategy.
1. Video outperforms
Did you know that using video on social media generates 1,200% more shares than text and images combined and that video drives a 66% increase in qualified leads? It’s no surprise that 89% of businesses are utilizing video in 2025.
2. Video engages
Video is engaging and interactive in ways that are just not possible with text. Viewers retain 95% of a message when presented in video, compared to 10% when text based. Let’s say your CEO is explaining what sets your company apart from competitors and you present two options on your website: a video and a 600-word summary. Which do you think visitors will choose? Which would you choose?
On LinkedIn alone, users engage with video ads 3x longer than other ad types and are the most shared type of content. Live LinkedIn videos generate 24x more comments than native video. Similarly, 87% of users are more likely to take action after finding a product or service on YouTube.
3. Video is flexible
In addition to bringing your brand to life, video has a plethora of valuable applications and styles:
- Brand storytelling
- Thought leadership
- Product, services, content
- Demos
- Launches
- Explainers
- Promoting subject matter experts
- Training
- Recruitment
- Animated greetings
- Trade shows
- Pre-promotion
- Booth video
- Post-show follow-up
- Live content and webinars
- Virtual tours including facility tours
- Footage libraries
4. Video guides sales
Most product or service purchases begin with an online search, even with buyers of electron microscopes or cold storage monitoring solutions. Your website needs to be spot-on and at the top of search results — a key technique to accomplish SEO is with video.
Videos designed for accessibility, including captions and optimized length, are preferred by search engines, so much so that video can boost search engine organic traffic by up to 157%. Taking into account previously mentioned video statistics, video naturally helps convert leads.
5. Video simplifies
When you have complex information to explain, video is the best way to boil it down and focus on the key takeaways, enticing leads to the next step in the sales funnel. With each step you can add more information to your video. For example, videos for social and on landing pages acting as an elevator pitch, should be less than a minute, and include a strong call to action.
We recently completed a series of lofi interviews with subject matter experts. They were short, informative, and garnered a 14% engagement rate, 11% higher than the platform’s average, proving videos don’t have to be big budget or complicated.
Control the narrative
Video is a proven and preferred way to communicate. Done right, it allows you to control the presentation of your message exactly how you want the viewer to experience it. For viewers, it’s a medium that’s easy to understand, easy to remember and easy to share, and it reaches the recipient at a level difficult to attain with text and static images.
If video isn’t already central to your digital strategy, it’s time to rethink your strategy.
Video examples that SCORR has produced for our clients: