With people in the U.S. projected to spend 2.5 hours a day watching video online, it’s no surprise that using video to broadcast your message, showcase your brand, and promote your vision is shown to be a wise marketing decision. Consumers are more likely (by two times) to share video content with their associates than any other type of content, including blog posts, social media posts, and sales pages.

But statistics aside, the case for video marketing is simple: it allows the story of your brand/product/mission to be told in a proven, engaging, and shareable way that can be leveraged at each stage of your sales funnel: creating awareness, closing a sale, or anything in-between.

But how do you know if video is right for you? Consider the audience you serve. Check out what your competitors are doing. Try a short video and see how it works. Hire a consultant to get an outside perspective on what might be best for you. But most of all, don’t dismiss this medium out of hand. Chances are there is a way for it to work for you.

Here are a few types of videos that organizations find effective:

  • Brand videos
  • Explainer videos
  • Testimonial videos
  • Event videos
  • Interview/Podcasts
  • Demo videos

If you’ve never produced a promotional video before, it does have several steps to it. A quick Google search can fill in the details to this flow:

  • Devise a concept
  • Create a storyboard
  • Draft a script
  • Outline pre-production
  • Shoot the film
  • Edit the work
  • Figure out hosting
  • Promote

Of course, YouTube is the go-to place to house videos for most organizations, but it’s worth considering what services like Vimeo and Wistia offer. They are a bit more business-focused and might offer solutions you didn’t know you needed. Put any skepticism aside – even if you’ve unsuccessfully tried this in the past – and give video marketing the chance it deserves in 2022.