How to Use Video Marketing for Lead Generation

Looking for a new way to generate leads? If traditional methods like email campaigns or cold calls aren’t giving you your desired results, it might be time to try something different: video marketing.

Think about it: studies show that 91% of global internet traffic will come from video streaming by 2025. And it’s not just about entertainment—90% of marketers report a positive ROI from video campaigns.

Intrigued? Want to know more about how to use video marketing for your lead generation? Well, read on as we cover the following in this article:

Why videos are so effective at generating leads.
Best practices for creating videos that grab attention and drive action.
Which platforms are best for your video marketing strategy.
How to measure your success and refine your approach.

By the end of this article, you’ll have a clear understanding of how to use video marketing to transform your lead generation efforts.

Why videos are effective for lead generation

Why exactly do videos work well in getting leads? Here are some reasons.

It’s content people prefer to consume

Videos combine sound and visuals into content that people want to watch, with 72% of consumers choosing video over text. Instead of reading a 5-minute blog about a product's features, people would rather watch a 30-second demo that shows exactly what it does. Or, when browsing social media, users are more likely to stop and watch a quick how-to video than read a long instruction post.

Build trust through personal connection

Seeing and hearing someone creates a more authentic connection than just reading their words. A financial advisor sharing budgeting advice through video comes across as more credible since viewers can connect with their actual personality and expertise. This strategy has proven successful for influencers like Laura Clery who's built 14 million followers through humorous videos, Supercar Blondie who's gained 36 million automotive fans through her engaging personality, and Nas Daily who earned trust through daily one-minute storytelling.

Boost comprehension and memorability

Videos can pack more information in a short time than text or images, helping viewers better understand and remember content. Research shows this combination of visuals, motion, and sound creates more understanding than text alone. Additionally, studies show viewers retain 95% of information from videos compared to 10% from text.

Best practices for using video to generate leads

Now that you know why videos are so effective, following these best practices will help you maximize the impact of your video marketing efforts.

Choose the right platforms for your videos

Here are some platforms to display your video content:

YouTube: YouTube is ideal for long-form content like tutorials and product walkthroughs. These videos, often over 10 minutes, allow creators to dive deeper into topics. If you’re a tech company that needs to show a detailed software setup guide, YouTube might be your best bet.
Social media: Instagram, TikTok, and Facebook are perfect for short, engaging videos. If you’re targeting Gen Z, TikTok’s fast-paced, trendy format is a great fit. Instagram works well for polished, visually appealing clips, while Facebook is ideal for relatable or informative content aimed at a broader audience. For example, if you’re a coffee shop wanting to appeal to Gen Zs, you can post a 15-second TikTok of a barista crafting latte art to capture attention.
Landing pages: A landing page is a focused web page designed to drive a specific action, like signing up or purchasing. Adding a video to your website’s landing page can significantly boost its effectiveness. Research shows that videos on landing pages can increase conversion rates by as much as 80% to 86%. For instance, a subscription box service could include a short video showcasing how their packages are unboxed and enjoyed by customers. This not only grabs attention but also delivers the message more efficiently than text, encouraging visitors to take action.
Emails: Including videos in emails can significantly boost engagement and conversions. Emails with "video" in the subject line have 13% higher open rates, and video content drives more clicks and sales. For example, a travel agency could share a teaser of a tropical destination to excite recipients about their next trip. Since videos stand out in crowded inboxes, they’re a great way to grab attention.

As you can see, different platforms have unique strengths, so choose the right one and tailor your video content to fit.

Make the first few seconds count

Attention spans have significantly decreased in recent years; the average human attention span is now only around 8 seconds—shorter than a goldfish’s 9 seconds. Additionally, when using digital devices, focus on a single screen lasts only about 47 seconds, further emphasizing the need for an impactful opening. This means the beginning of your video is critical.

A strong hook—like an intriguing question, bold statement, or surprising fact—grabs attention and keeps viewers watching. For example, an eco-friendly cleaning product company could open with, “Did you know your cleaning supplies could harm your family?” This kind of hook immediately engages viewers, reduces bounce rates, and sets the tone for the rest of the video. A memorable start can also boost retention, increase sharing, and improve your video’s overall performance.

Include clear calls to action (CTAs)

Every video should have a clear next step for viewers to take. Whether it’s signing up for a newsletter or downloading an eBook, make your CTA obvious and easy to follow. For instance, you might end a video with: “Want more tips like these? Visit our website and sign up for our free guide to digital success!”

Optimize for mobile devices

75% of viewers watch videos on their phones, so make sure yours looks great on small screens. Use vertical or square formats for social media to maximize screen space. Additionally, keep your visuals simple, the text bold, and the design mobile-friendly to enhance engagement and viewing experience.

Use video SEO to make your content easy to find

Video SEO is the process of optimizing your video content to improve its visibility in search results on platforms like YouTube and Google. It involves using relevant keywords in titles, descriptions, and tags to align with what people are searching for. A well-optimized title, such as “How to Buy Your First Home,” is more likely to rank higher than a vague one like “Real Estate Tips.”

Thumbnails are vital; an eye-catching image boosts clicks and improves rankings. Captions or transcripts enhance accessibility and help search engines understand your content. Adding links to related resources or your website in the description further strengthens SEO.

Match video length to your audience and message

Tailoring your video's length to your audience's preferences and the content's purpose is important. For general audiences, 2–3 minutes is ideal for delivering quick, valuable messages without losing their attention.

However, certain audiences appreciate longer videos. For example, professionals seeking in-depth tutorials or detailed product reviews may prefer videos exceeding 10 minutes, as these formats allow for comprehensive coverage of complex topics. Understanding your target audience's expectations helps in creating content that resonates and maintains their interest.

Track the success of your video marketing

To measure the effectiveness of your video marketing, keep an eye on these key metrics:

Views and watch time: Check how many people are watching and how long they stay engaged.
Click-through rates (CTRs): Track how many viewers click on your CTA links.
Lead quality and conversions: Measure how many leads your videos generate and if they convert into customers.
Engagement metrics: Monitor likes, shares, and comments to see how well your audience connects with your content.

If the results aren’t meeting your expectations, experiment with changes to your content, hooks, CTAs, or platforms to improve performance.

Conclusion

Video marketing is a powerful tool for generating leads and growing your business. By implementing the strategies above, you can create content that engages your audience and drives meaningful results. Start with one video, analyze its performance, and refine your approach to attract more leads. Don’t miss out—start creating today!