Video Content Marketing: The Ultimate Guide for Lead Generation

As a business owner, your overarching goal is to generate more leads and drive business sales. However, lackluster campaigns, outdated blog posts, static web pages, and emails flagged as spam can undermine your success. To stay competitive, businesses must embrace video content marketing, the ultimate way to attract and engage potential customers.

According to research, 90% of marketers claim that video marketing helps generate more leads. Furthermore, reports suggest there were over three billion internet users watching video content at least once per month in the last year. Impressive numbers, aren’t they?

Video content plays a vital role in developing high-impact marketing strategies, yielding far greater engagement compared to typical text content. Today, we will explore all about video marketing, including its benefits and various strategies for leveraging video to enhance content and drive engagement.

Understanding Video Content Marketing

Video content marketing (mostly referred to as ‘video marketing’) is a digital marketing strategy that leverages the immense power of video to attract, engage, and convert your audience into prospects or customers.

People nowadays love videos. Incorporating video content into your brand's marketing strategy not only broadens your reach but also holds the potential to persuade a wider audience to invest in your product or service.

For instance, many brands strategically employ promotional videos to bolster lead generation and amplify sales. One such brand harnessing the complete potential of video content marketing is Ikea, a renowned furniture retail company.

The brand has demonstrated success in using various video styles to showcase its products, promote sales, and build brand authority. Below is an example of a product demo video by Ikea.

Click to watch on YouTube

The video is short, packed with features, and has important explanations. It beautifully highlights the product features, helping the company generate high-quality leads.

Popular Use Cases of Video

Here are some of the best ways in which you can use videos to amplify your lead generation efforts.

If you have a landing page grappling with a high bounce rate, you can add a compelling video to entice visitors to stay longer and explore your offerings. Let’s say you are a renowned mattress brand. You can use videos to showcase your diverse product range and engage your visitors.

When it comes to showcasing social proof, transforming your customer success story into a powerful video testimonial and sharing it across social media platforms can lead to substantial engagement.

If you want to thrust your brand into the limelight, you can use videos on your social media accounts and grow your loyal customer base.

These are just a few of the many use cases of video marketing, which is why a remarkable 96% of marketers recognize it as an indispensable component of their overall marketing strategy. Several brands are also incorporating features such as text to speech reader to make their video content more inclusive for a wider audience. 

The Benefits of Video Content Marketing for Lead Generation

95% of marketers claim that video marketing has helped them boost brand awareness.


How to Get Quality Leads with Video Lead Generation - Animoto

Whether you are looking to advertise a new product, increase brand awareness, or simply interact with your prospects, video marketing offers a wealth of benefits. Here are some of the most prominent ones.

Boosts Engagement

Videos are easily consumable, offering an immersive and interactive experience. They are known to increase engagement by a significant margin compared to other content forms, such as text or images. This enables brands to build a loyal following and generate high-quality leads.

Improves SEO

Visibility plays a crucial role in lead generation. A strong online presence attracts more prospects. Video content boosts SEO by adding more value to your web pages. Pages that include videos have a reduced bounce rate, making them a priority for search engines like Google.

Additionally, by incorporating tags and keywords in your video, you can facilitate better search engine ranking and indexing, driving more website traffic.

Builds Credibility and Trust

Videos enable businesses to showcase their products and services, tell their brand story, or simply introduce themselves to their audience. This creates a level of authenticity and transparency that is difficult to achieve with other content forms.

Whether you are creating a product demo, behind-the-scenes footage, or a customer success story, videos offer a level of detail that fosters trust and credibility.

Increases Conversion

In an era of shrinking attention spans, brands are constantly seeking newer ways to captivate their customers and prospects. Videos such as product demos serve as an excellent alternative to lengthy product descriptions, helping customers quickly decide how a product can solve their problems.

Similarly, adding videos to your app stores is a noteworthy ASO technique that can significantly boost conversions. By incorporating engaging video content within your app listings, you enhance the user experience, communicate value, and encourage more downloads and conversions.

A Detailed Guide for Lead Generation through Video Content Marketing

76% of businesses that leverage video marketing claim that it results in a good ROI. Surprisingly, though, many companies have yet to incorporate videos into their marketing strategy, primarily due to a lack of knowledge in this arena.

Video Marketing Tactics: Lead Generation Strategies

The standard way of generating leads through videos includes publishing them as content on your online platforms—your web pages, blogs, social media pages, etc.

By offering informative and compelling videos, you can capture your audience’s attention, allowing you to request their contact details. Those who willingly share their details become your leads, ultimately boosting your lead generation efforts.

Now, let us look at the most important tips on how to use video content marketing for lead generation

Define and understand your target audience

Before you invest a single penny in video production, you must know who you are creating the video for. By understanding your target audience and their pain points, you can create a powerful video marketing strategy that resonates with their needs.

This will boost your chances of creating engaging videos that pull more viewers in and generate high-quality leads.

Add clear and strategic CTAs

Having a clear and compelling call-to-action is important to generate leads from your video content. It tells the viewers what action they must take after watching the video. For instance, a CTA could be visiting your website, subscribing to your channel, following your social media handle, purchasing your product, etc.

But make sure to not overwhelm your viewers with too many calls to action. Instead, provide one loud and clear CTA along with multiple ways for them to respond.

Leverage the power of social media

59.9% of the world’s population is on social media. While all these can’t be your prospective business customers, they offer a glimpse into the potential of social media for lead generation. Therefore, videos on social media can increase brand awareness and help you engage with your leads.

You can also invest in paid advertising on popular platforms such as Instagram, YouTube, and Meta. These platforms offer superior retargeting features that ensure your videos reach the right audience for optimal ROI.

Use videos as gated content

An effective way to leverage videos for lead generation is to use them as gated content. This means that viewers can only watch the video after they have submitted the requested details, usually their names and email addresses.


Product demos, tutorials, and how-to videos work excellently for gated content as they are educational—something

that audiences find valuable. But for this strategy to work, you must clearly communicate the value that viewers will receive in exchange for their personal details.

Embed videos in your email campaigns

Most people prefer to watch a video rather than read text. Thus, incorporating videos in your email campaign can help it to stand out. As per statistics, videos in emails can boost click rates by 96%. This means the more people click on your emails, the greater your chances to generate leads.

That said, embedding videos in emails isn’t straightforward. Popular email providers such as Gmail and Outlook do not accept emails with video content. To address this issue, you can add a link to your video in your email. Alternatively, you can leverage specialized platforms such as Hippo Video or BombBomb for email marketing.

 Add videos on landing pages

Another way to harness the maximum potential of your videos is by embedding them on your landing pages. Landing pages are important web pages that bring prospects one step closer to the sale.

Unlike the homepage or any other promotional webpage, landing pages are designed with minimum distractions. Thus, adding a short and crisp video can not only boost credibility but also increase your prospect’s likelihood of converting. It is advisable to opt for a simple explainer video that adds value to your landing page.


Video content marketing offers a myriad of opportunities to inform and educate your audience and engage with them. By incorporating videos strategically in your marketing, you can turn them into powerful lead-gen tools to grow your business.

With the recent proliferation of video creation tools, creating compelling videos has become easier than ever. As long as you use a professional filming tool and the content is relevant, your videos will continue to attract quality leads.

About the Author


Priyanka Jain, Content Marketer

Priyanka is a Content Marketer by profession. Priyanka helps with creating new content and auditing existing content for online businesses. She is passionate about writing and creates content that is SEO optimized. Priyanka is responsible for creating new, original, high-quality content for the website with proper keyword research and auditing the existing content to make it quality content.