There is a plethora of options at your disposal as an online marketer, and chances are you’ve tried quite a few. Your company likely has a social media profile, posts to a blog and has published a whitepaper or two. But how many of your efforts are dedicated to video content as a marketing strategy? It should be at the top of the list when it comes to branding, so here’s a look at the principles behind effective video content and how they can bring you success.

1. Video drives engagement. Your target audience is more likely to watch an entire video as compared to reading through text, which means they’ll get to your call to action.

2. Your customers are watching video. They prefer to consume content in video format, especially when using mobile devices. Every month, 45.4% of internet users watch at least one video and 100 million watch one every day.

3. Viewers retain the material presented in video longer than text-based content. Your prospects will remember your message, as 80% of them recall the material from a video up to 30 days after viewing.

4. The visual and audio elements of video attract attention. As humans, we’re hard-wired to be attracted to movement and sound. We’re more likely to stay tuned to video, as text is a little more “work.”

5. Prospects buy after viewing videos. People who watch a video on a product are 64% more likely to make a purchase when compared to those who don’t view. Plus, they stay on a site that features video for an average of two minutes longer than pages without it.

6. You can convey complex subject matter more effectively through video. Complicated topics are difficult to express without visual imagery. Video helps you demonstrate how a product works or solves a problem.

7. Video helps you express emotion. Thrills and chills are contagious, and video is better at conveying them. You don’t see faces or eyes when you read text, so it’s not as emotive and, therefore, you are not as committed to the material.

8. You don’t have to be absolutely perfect to create an engaging video. A mishap here or there shows that you’re human, establishing a personal connection with your audience and earning their trust.

9. Video assists with branding efforts. Branding is all about publishing consistent messages that your target audience associates with your company. Logos and themes are delivered more effectively through visual representations, especially video.

10. Viewers love to share videos they like. When they see something entertaining or useful, your prospects want to tell the world. In fact, 700-plus YouTube videos are shared on Twitter alone every 60 seconds.

11. Video helps support other content marketing efforts. Like a good marketer, you probably have several different marketing strategies under your belt. Video is extremely valuable when it comes to driving traffic to these other assets. Link your video to social media, embed one on your blog, or direct viewers to your web page to increase exposure.

When you appreciate the principles behind effective brand videos, you’ll change the way you look at your marketing efforts and make room for this new content. You might be concerned about costs of creation and production, but you’re making a mistake if you avoid video because it’s expensive. Considering the benefits it delivers, video is well worth the investment.