Videos help a business to establish their authenticity and give a much more personal feel to their message, allowing them to connect with their audience not just intellectually, but also emotionally.  They engage with people who may buy into a business as a brand, as potential business partners and collaborators.

Marketing these days is no longer just about a product or a service, but also about the stories that mark it – who is behind the product, why is a business making it, what were the struggles they faced along the way, how has it changed their customer's lives? A video will take an audience on a journey and helps them to really absorb the message.

According to Meta people are five times more likely to buy a product from watching a video compared to seeing a still advertisement. Also, surveys have found that 54% of consumers want to see video content from a business. So, it is not surprising that videos are key when it comes to marketing strategies.

The good news is videos can be produced without breaking the bank. We all carry around devices that can shoot and edit decent videos. Home-made clips are often more authentic and engaging than some of those glossy but soulless videos produced by expensive production companies.

However, that said, first impressions count and when we meet someone in person, we tend to make a judgement within seven seconds but on video it only takes us three seconds. Therefore, it is really important and worthwhile to invest time in planning and executing your video properly. For those business owners who are pushed for time and have no real experience when it comes to making videos, it is advisable to employ a professional.

A good video will not only entertain and engage its viewers but is more likely to be shared, thereby perpetuating its reach beyond the target audience.

Another reward from using a video is that it pushes up search engine rankings. Since Google has owned YouTube, websites containing video content rank higher than those without. Also, having a video on a website will encourage a consumer to dwell longer which is another way to achieve higher Google rankings.

There are many different ways to represent a business with a video and here are a few examples.

Promo Video: These help boost and promote a business’s brand, image and service. A promo video can take many shapes and forms. It can be a simple portrait of a business and the people behind it, a ‘personal story’ about why someone is doing what they are doing, or highlights a company’s origins, culture, and values.

Social Media Video: Having a great social media presence is crucial. The more dedicated followers a business has online, the more sales it’ll see. Video content is excellent for engaging directly with an audience, especially if the video is streamed live.

Explainer Video: These help consumers understand a product or service. An explainer clip creates trust and can help establish long standing customer relationships.

‘About’ Video: Introductions in video format are increasingly replacing the traditional written content on a business’s ‘About’ page. A good intro can make a massive difference in the way people perceive a business.

Video Interview: Simple interview-style clips can be an entertaining and informative way to convey a message. Whether the company owner introduces her or himself, the company, its products, or uses testimonials from clients; an interview video is a great way to get a message across, loud and clear.

Humans are visual creatures by nature and really enjoy and relate to filmed content, so if you are looking to build and scale your business, it is time to get on-board and start creating your own compelling videos.

A video that is done well will not only entertain and engage its viewers but will more than likely be shared, thereby perpetuating its reach beyond the target audience. Understandably marketers like video as a tool because it has a high return on investment. Another reward of video is that it pushes up search engine rankings. Since Google has owned YouTube, websites containing video content rank higher than those without. Also, having a video on a website increases the time a consumer spends on the site – another driver in achieving higher Google rankings.