
16 Jan Maximizing Conversions: 6 Reasons Why Video Should Be Part of Your Sales Strategy
Summary
What does it take to develop an effective marketing strategy? Well, the answer to this question hugely depends on whether you’re trying to attract, engage, or convert new customers. Moreover, the ideal path for your brand will be determined by your target audience’s preferences, behaviors, and needs.
Nonetheless, if you’re searching for ways to elevate your brand’s online presence, investing in video could be a great way to reach your goals — no matter what specific outcomes they may pertain to.
After all, video formats aren’t just immersive and user-oriented. They can be exceptionally effective at boosting product awareness, elevating brand perception, building brand-customer relationships, and inspiring sales.
So, if you’re looking for tips on maximizing conversions, here are six reasons video should be a part of your sales strategy.
Short-Form Video Offered the Highest ROI in 2025
If there’s just one reason you need to incorporate video marketing in your online presence, it’s the simple fact that video formats deliver impressive results.
According to The State of Content Marketing Global Report from Semrush, 45% of marketers singled out video as the highest-performing content format in 2023. And seeing as it surpassed every single one of its alternatives — articles, social proof, original research, online and offline events, etc. — incorporating it into your marketing strategies should be a no-brainer. Especially if you know it might be the key to increasing your marketing ROI via boosting conversions.
But here’s the deal. Many marketers feel like producing and distributing high-quality video content necessitates hefty budgets and big teams. And, sure, getting started with video marketing may necessitate a more resource-intensive approach.
Nonetheless, if you’re looking to improve marketing ROI, consider the fact that video consumption has been consistently rising over the past decade. According to Vistia, people watched 44% more videos in 2023 compared to the year before. And this trend is not likely to slow down.
With this in mind, explore opportunities to make video marketing a part of your sales strategy. You can do this by investing in a high-quality hero section video to instantly communicate your value propositions to web visitors, as Bange did. Alternatively, you can focus on social media, which is one of the best places to build brand awareness — especially considering that the average person spends 143 minutes browsing social networks per day.
And if you need additional time to figure out what works for your business, don’t hesitate to start small. In fact, you can even utilize free software options like the CapCut video editing tool to minimize production costs until you’ve seen some returns. Then, once you’ve confirmed that your audience enjoys consuming and interacting with this type of content, you can slowly start introducing more of the format into your online presence.
Video Content is Highly Engaging, Allowing You to Keep Web Visitors on Your Site for Longer
As we explore the techniques that could potentially help you maximize conversions, let’s reflect on what it takes to convince people to consider investing in your solutions.
If you look at what inspires people to choose a particular product/brand over alternative options, you’ll discover that relevance plays a major role in inspiring sales.
According to research, 73% of consumers demand that brands demonstrate an understanding of their unique needs and expectations. Moreover, 81% of people prefer companies that offer personalized experiences that align with their requirements.
With this in mind, your sales strategy needs to prioritize showing your target audience that shopping with your business is in their best interest.
However, retaining consumer attention, especially in distracting environments like social media — can be exceptionally difficult. If you also consider that the average adult only has an 8-second attention span, you might find that it’s practically impossible to engage consumers long enough to communicate your unique value proposition.
Fortunately, video may be a good format to overcome this challenge.
Research shows that sites with video have a higher likelihood of ranking on Google’s first page, mainly due to the increase in dwell time. And data from Meta suggests that people spend 60% of their time on Facebook and Instagram watching videos.
One of the best ways to use this information to elevate your sales strategy is to invest in video content that will align with your target audience’s browsing journey.
For one, using a short-form video in your website header to immediately communicate value propositions can be an excellent way to address your prospects’ pain points and show you have a relevant solution. This is what Asana does on its homepage, where it highlights the effectiveness of its AI for project management.
Source: asana.com
You can take this sales strategy even further. You can invest in explainer videos that focus on highly specific user benefits and position these in a way that aligns with your prospects’ browsing/buying journey. That way, potential customers will discover new, hyper-relevant video content every time they move to a new stage of the sales cycle, allowing you to retain their attention for longer and thus maximizing their chances of converting into customers.
Consumers Want to See More Video from Brands
Although there’s plenty of data to testify to the effectiveness of video in driving consumer engagement and inspiring conversions, there’s one additional statistic to recognize. Especially if you’re still on the fence about incorporating video into your sales strategy.
According to Wyzowl’s latest Video Marketing statistics report, 89% of people want to see more videos from brands. Furthermore, video consistently ranks as one of their preferred formats for product research, significantly outperforming text, infographics, sales calls, and webinars.
So, if you’re looking for conversion-boosting tricks to incorporate into your marketing tactics, producing video content for the evaluation stage of the buyer’s journey may just be the best way to communicate the superiority of your offer. After all, if 85% of consumers heavily rely on video content to make buying decisions, it would be foolish not to give them what they want.
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Along with publishing this type of content on your website, consider additional distribution channels to show off product evaluation video resources.
For instance, consumer behavior research from PWC suggests that 31% of people research products on social media. That’s why it might be a good idea to enrich your social media marketing strategy with awareness and evaluation-stage video content.
For example, check out how Blueland does it. By addressing a highly specific consumer frustration, this brand effectively presents potential customers with a unique value proposition. Moreover, because the content is user-oriented and doesn’t include excessive sales pressure, the Instagram video effectively encourages prospects to continue engaging with Blueland, nudging them toward the lower stages of the sales funnel and maximizing their chances of converting into customers.

Source: instagram.com
Video Content Enhances Product Understanding and Boosts Purchase Intention
As you explore the benefits of including video in your sales strategy, it’s a good idea to reflect on what we know about how people process and memorize information.
Scientific data strongly suggests that people are visual creatures. 90% of the human brain is dedicated to processing visuals. Furthermore, multimedia formats do an exceptional job of boosting comprehension and content retention. With this in mind, video has a tremendous potential for maximizing product understanding.
Furthermore, seeing how the only way to positively impact a prospect’s purchase intention is to ensure they comprehend the value offered by your solutions, employing video in your marketing strategy may be the best way to present your solutions in a way that’s relevant to your target audience.
To ensure that your hard work actually yields results, it’s not enough to present potential customers with engaging videos promising attractive value. It’s also essential that you use this format to inspire your prospects to take action.
One method of doing this is to surround your video content with compelling CTAs. Or, if you want to maximize your chances of boosting sales with video, you could also incorporate calls to action into the content itself.
Dollar Shave Club‘s TikTok videos are an excellent example of how you can do this. By showing followers a negative image, this brand effectively appeals to its audience’s aspirations (of being neat and looking good) and compels them to act by simply telling them not to be “a hairy beast this winter.”

Source: tiktok.com
You Can Use Video to Remove Common Conversion Obstacles
Did you know that the average shopping cart abandonment rate in 2024 reached 70.1%? That’s right — only 30% of the people ready to convert into customers actually go through with their purchases.
While there are numerous reasons for failing to close sales (like poor site UX), most people’s motives for abandoning their carts come down to common conversion obstacles. These include a lack of transparency in terms of extra costs (such as shipping and tax), slow delivery times, insufficient trustworthy payment options, and unsatisfactory returns policies.
And, sure, you can and should address these conversion killers by investing in the overall improvement of your brand’s consumer experience. However, in some cases, removing conversion obstacles could be as easy as using the right formats to communicate the benefits you offer.
By including video in your sales strategy, you can present your audience with impressive promises of how you intend to solve their pain points. On top of that, another great thing about the multimedia format is that it allows you to communicate a lot of information in a short time.
With this in mind, video could be a great place to highlight the CX benefits your business offers. Or, you could even take things a step further.
For instance, knowing that its target audience heavily prioritizes buying from companies that are driven by environmental and social values, Patagonia uses Instagram videos to remind prospects that supporting the brand means doing good for their communities. This is an excellent way to remove a tricky conversion obstacle. The video also creates a marvelous opportunity for Patagonia to build stronger relationships with its Instagram followers, maximizing their chances of becoming loyal customers.

Source: instagram.com
Video Content Offers an Excellent Method to Elevate Brand Trust and Supercharge Sales
Finally, as you explore reasons to include video in your sales strategy, remember that this type of content — especially when it’s authentic — can be a great way to get your audience to trust you.
After all, 88% of people say they need to trust a brand to consider buying from it. So, it’s only natural that you should explore ways to position your business as credible, dependable, and competent.
One way to elevate brand trust with video is to introduce your audience to the people who make your business what it is.
For instance, Balance regularly posts Instagram videos where its employees share some of their struggles and experiences, using this type of content to show how well it understands its prospects and what they need.

Source: instagram.com
Or, knowing that social proof trumps brand promises every time, why not use video to contextualize your value propositions and show your positive track record of removing consumer pain points?
Glossier regularly collaborates with content creators, using their videos to showcase the versatility of its products and the beautiful looks buyers can create with them.

Source: tiktok.com
Final Thoughts
Incorporating video into your sales strategy should be a no-brainer — particularly if your goals for the upcoming period include boosting conversions.
So, don’t hesitate to take inspiration from the examples shown in this guide. And be ready to experiment with how you incorporate video into your marketing campaigns.
That way, you won’t just successfully attract and engage your target audience. You’ll also gain the opportunity to improve the effectiveness of your sales strategy, all the while getting an impressive ROI from your content.
Kickstart your influencer journey now
Partner with The Influencer Marketing Factory to leverage our extensive network of premium influencers. Streamline your campaign management from inception to conclusion, and attract your desired audience with compelling and engaging content.