Everyone’s been telling you that your company or brand doesn’t exist if you don’t create video content.
We’ve all been hearing it for years, and statistics back it up: 88% of buyers get convinced to buy a product or service after watching a video, whether that’s a demo, presentation, tutorial, educational content, or an ad.
And it's no surprise: the human brain can connect easily to visuals (more precisely, in 13 milliseconds according to MIT).
Plus, videos spark emotions like empathy, fear, or desire faster than other types of content. That’s just a tiny part of the power of video marketing.
So, if you’ve been struggling to grow your brand with video content and don’t know where to start, this guide is your roadmap.
Discover how you can get ahead of the competition by scaling your video marketing this year—and learn how to build one that aligns with your company’s goals.
Here’s why you should consider creating more videos for your brand (you might already know some of the benefits, but we’ve packed them up with clear numbers and examples).
A solid video marketing strategy can enhance your brand's ranking on search engines.
Platforms like Google love diverse and engaging content and high-quality videos can keep users hooked for longer—one of the key factors in search engine ranking algorithms.
Videos can also show up in search results, even in AI Overviews, enticing users to click through to your content.
YouTube videos, including YouTube Shorts, and even videos on TikTok can boost your brand awareness which ultimately translates to more conversions and interest in your website.
If they’re intrigued by your videos and want to know more, people will look up your website’s name, or details they remember about your video.
This can lead to more organic search traffic, indirectly telling search engines that your content is what people search for, enhancing your brand authority.
Data shows that businesses that use videos on their websites see a big boost—41% more web traffic from online searches—compared to those that don’t.
Keep in mind to always include relevant SEO keywords in your video titles, descriptions, and transcripts to help search engines find and rank your content, attracting users who search for those terms.
You certainly know the feeling of getting captivated by a video while scrolling on social media.
If a video catches your attention, you’ll want to see what it’s about.
Why wouldn’t you want to create the same experience for your customers? Boost their attention to your brand and enhance overall engagement.
Videos link back to the original content, further boosting your search engine ranking. The more users interact with your videos—liking, commenting, or sharing—the better your brand’s discoverability.
Plus, according to Forbes, a study found that 83% of people would share videos with friends if they found them interesting. The updated 2022 data supports this data, pointing to a continuous trend.
On top of that, the data presents a comeplling case:
Social videos are likely to get over 1000% more shares than text and image posts combined.
Incorporating video into your marketing strategy builds trust by creating a more personal connection with your customers.
Take the idea of “personal connection” as literally as possible! Those animated, AI-generated videos, without real faces, are in no way personal.
While they’re not a bad thing overall, you shouldn’t rely solely on this kind of videos, regardless of how low-cost and easy they are to produce.
Informative videos, customer testimonials, and behind-the-scenes content can further enhance confidence in your brand's expertise and reliability, conveying messages more effectively than text or images alone.
Yet, apart from conveying a personal and authentic message, consumers value video quality, with 87% saying it affects their trust in a brand.
This doesn’t necessarily mean you should invest in professional equipment, but details like good lightning, background, mic settings, and video editing software can go a long way.
In a crowded market, a video marketing campaign can help you stand out and attract attention. Videos are prevalent on social media, and their dynamic nature allows you to use storytelling to connect with your audience.
Once this connection is made, viewers are likely to share these videos with others or on their social media accounts.
The more viewers your brand videos attract, the stronger your company’s identity, brand recognition, and customer awareness will become.
Take Nike's "Dream Crazy" campaign as a prime example. Featuring Colin Kaepernick, Nike’s campaign aimed to inspire people through impactful stories. The video showed athletes who faced challenges but still achieved greatness, connecting emotionally with viewers.
It gained global attention, started conversations, and was shared widely online. The powerful message of strength and determination was something many people could relate to.
The ultimate goal of any business is to increase sales and profits. Video marketing can help by engaging customers in a compelling way. Seeing a product in action or watching a video introduction to the company's founder can be the final push needed to make a sale.
For me, I never jump into subscribing to a tech product or app without first seeing how it works and why it would be beneficial for me.
And here’s what the majority of marketers believe based on a recent survey: video marketing offers a good return on investment (ROI), proving it’s an effective strategy across various performance metrics.
Plus, since videos are easily shareable, satisfied customers spread the word to others, making it one of the most effective ways to organically reach a new audience.
Viewers remember 95% of messages from videos but only 10% from written text
88% of buyers get convinced to buy a product or service after watching a video
Companies that use videos get 41% more web traffic from online searches
Social videos get over 1000% more shares than text and image posts combined
90% of marketers believe video marketing offers a good return on investment (ROI)
Source: Vidico
Started making a few videos but unsure how to keep your strategy going? Or maybe you’re still brainstorming what your very first video should be?
A few details you should consider first and foremost:
Think about available resources and budget
Before jumping into video production, assess what resources you already have. Do you have team members with the right skills—editing, scriptwriting, filming, or animation?
If not, you’ll need to hire freelancers, agencies, or in-house talent. Consider the cost of equipment, software, and distribution.
Will you need high-end production, or can you start with cost-effective tools like smartphones and free editing software? Understanding these constraints will help set realistic expectations and prevent overspending.
For video captions for short-form content, QuickSubs is an efficient tool you can efficiently integrate in your video creation process.
You can make eye-catching captions for TikTok or YouTube shorts quickly and easily. All you have to do is upload your video and you get accurate, engaging subtitles:
Define or align video creation with company goals
Video content should serve a purpose beyond just being visually engaging. What does your company want to accomplish? If brand awareness is the priority, focus on educational or storytelling-driven videos.
If you need more leads, consider testimonial videos, product demos, or webinars. If customer engagement is the goal, interactive videos and Q&A sessions might work better.
Aligning video content with your broader marketing and business objectives ensures every effort contributes to measurable success.
Make sure you understand who you're targeting
Your audience determines everything about your video: its length, tone, style, and distribution platform. Research their preferences—do they respond better to short-form TikToks, YouTube tutorials, or in-depth LinkedIn explainers?
What problems do they face, and how can your content provide value? A deep understanding of your target audience will help create videos that resonate, boost engagement, and drive meaningful actions.
Here are a few ideas of what type of videos you can create:
You’ve probably seen at least one fun employer branding video where the company staff showcases their values, mission, and workplace atmosphere.
These videos give an inside look at what it's like to work at the company and are often used to attract new employees, engage current staff, or share the organization's story with customers.
If you feel your company could easily create such videos, you shouldn’t think twice!
They’re the kind of evergreen video content that can create a strong emotional connection with viewers and reflect your company’s unique identity.
You can have this video embedded on your website, helping you attract the right talent that aligns with your company’s mission and values.
Check out this nice example.
These are probably one of the easiest type of videos you can make.
They're often used to address common inquiries your customers have, clarify doubts, or share insights in an engaging and personal way.
Ask the customer support team what are the most frequent questions your clients have about your product or service, and you’ll have a good list for your Q&A videos.
These videos can be 2-3 minutes short, directly answering a question, in a casual format and using a conversational tone.
Feature or product videos are designed to showcase a specific product, service, or feature, aka your product’s time to shine.
These videos aren’t just about showing what you’ve got, but also about making people interested in your product.
Their “show don’t tell” approach is what makes them work, especially if the targeted messaging speaks directly to the intended audience’s needs or problems.
Fun fact: one of the first how-to/tutorial videos was made in the early 2000s by Common Craft and their video explained how Twitter (today known as X) works.
Maybe not so surprising since the company specializes in creating explainer videos.
Tech products or apps are probably the first thing that pops into your head when you hear the term “tutorial”. But tutorial videos can be about so many things, including topics related to cooking, crafting, gardening, fitness, or learning new skills.
These step-by-step guides that simplify complex processes and make it easier for the audience to understand and follow along will probably never go out of fashion.
So, you can think of what topics your audience would like to know more about and create videos that break those topics down into simple, manageable steps.
Let’s say your company developed an HR engagement software. Video tutorials can focus on how people can use app features but they can also focus on the key steps to create an effective HR strategy.
Live streams are real-time online broadcasts where you interact with your audience directly, often in an educational or interactive format.
They’re popular for engaging large audiences and creating a sense of connection. Plus, viewers can ask questions and participate through chat or polls.
You can organize these live streams similar to a podcast format and invite guests to talk about a catchy topic your audience is interested in.
Many companies simply invite a company staff as a guest and either share more about their product or company milestones or focus on industry insights.
As a broad concept, educational videos are designed to teach viewers about a specific topic, skill, or concept in an engaging and easy-to-understand way.
The aim is to simplify learning and make information accessible to a wide audience. These videos can cover anything from academic subjects to DIY tips, fitness routines, or professional skills.
Does your company manage a fitness app?
You’d attract more leads and keep your customers happy if you create videos that teach people how to train and organize workout routines based on their gender, age, body type, etc.
The key with these videos is that they have to explain a subject clearly and be organized in a logical flow, from introducing the topic to summarizing key points.
These are short, engaging videos that provide updates and insights about a specific industry or sector. For example, if your company operates in the crypto industry, your customers are likely interested in recent changes to crypto laws and regulations, as well as macroeconomic events that could affect crypto markets.
Check out this example for inspiration.
The only downside here is that you have to act fast and create and publish the video while the news is still fresh.
Whenever possible, try to include analysis or commentary from industry experts—this helps your brand build credibility and gain customer trust.
If you’ve made it this far, congrats! You’re clearly serious about making video work for your brand and with good reason. From boosting SEO to building trust and increasing sales, video isn’t just a nice-to-have; it’s a game-changer.
Keep in mind to assess your existing skills, tools, and costs to set realistic expectations. Align videos with company goals and tailor content to resonate with your audience's preferences and needs.
So whether you’re just getting started or looking to scale your video strategy, now’s the time to take action. The data speaks for itself, and your audience is waiting. Ready to hit record?
Author: Dana
