Video has gone from a bonus to a baseline in your marketing strategy. It’s fast become the most effective way to connect, convert, and stay visible in a competitive market.
While a lot of businesses know they should be using video, many still treat it like a one-off campaign idea, gambling at going viral and giving up when this doesn’t happen.
The truth is, you don’t need thousands of views. You need the right message in front of the right people, delivered in a way they’ll actually engage with. Right now, that means video. Your first video may not do well, but you just need to refine how you are doing it with trial and error.
Here’s why video should be central to your marketing strategy, and how to actually use it to drive sales instead of chasing likes.
Why is video good for my marketing?
Video builds trust faster than any other medium can.
When someone watches a video of you or your team explaining something, the connection is instant. They hear how you speak, see how you come across, and decide within seconds whether they trust you. That’s unbelievably powerful if you tap into this.
Video doesn’t just show your personality, it breaks the cold, anonymous barrier that can often exist between brand and buyer. It’s authentic, it’s human, and it’s harder to fake.
And if your offer relies on trust, as most do, then video will help you build it faster.
Is video relevant on LinkedIn?
Absolutely. In fact, it’s being prioritised more than ever.
LinkedIn is following suit of the other social media platforms and pushing video harder than other formats. Why? Because it stops the scroll, holds attention, and starts conversations.
This is especially useful if you’re a B2B brand and your buyers are active on there. You want your content to show up consistently, and video helps make that happen.
You don’t need a fancy camera either. Short, punchy videos filmed on your phone can perform just as well, if not better, than overly polished content. Just focus on being clear and relevant. What do your prospects want to hear? What will be valuable to them?
One thing to remember is that video alone on LinkedIn (or any platform) isn’t a guaranteed win. You still need to back it up with an actual engagement strategy. That means commenting on other content, joining conversations, and making your profile visible to new audiences. LinkedIn rewards that behaviour. Spend 5 minutes a day interacting and you will be amazed by the impact.
The psychology of using video within your marketing efforts
Our brains are wired for visual information. We process it about 60,000 times faster than text. No, that’s not a typo – I was shocked at that stat too. We also remember 95% of a message when we watch it, compared to just 10% when reading it. That highlights a massive opportunity just waiting for you.
Tone, expression and body language are shown in a video. These things just can’t be shown through text and photos alone. Humans naturally connect through these cues.
Video also boosts the familiarity effect. The more someone sees you, the more they feel like they know you, even if they’ve never spoken to you. We’ve had loads of people tell us they felt like they’d met us already just from seeing our content online. That kind of connection builds trust before you’ve even spoken. They know what to expect from us.
Video basically compresses relationship-building into a few seconds.
Do videos need to go viral to work?
This is always discussed with our clients because it is one of the biggest myths.
A video doesn’t need to hit 100k views to be valuable. It needs the right people to watch and take the next step. That might mean clicking a link, booking a call, or just understanding something better. Random views from people who are never going to convert to sales are irrelevant, and moving away from this belief is the key to long-term marketing success.
Irrelevant views are just noise. What’s the point if it doesn’t lead to a conversion?
Ask yourself:
- Did the right people see this? (You can check the geography and demographics of views on most platforms.)
- Did it explain something clearly?
- Did it move someone closer to enquiring or buying?
You don’t need to overthink it. Just figure out what your ideal customer needs to know and make that into a video. Talk about your process, show your team, explain your USP, and answer questions you get all the time.
Forget chasing algorithms that are near impossible to understand – because frankly, as a business owner, you don’t have time. Focus on clarity and conversion.
We’ve done this in our own marketing, and it’s brought in so many new customers. Proposals are far more likely to be accepted by people who already know what we’re about and feel like we’d be a good fit.
Video is crucial with everyone’s shrinking attention span
Shortening attention spans are actually a great opportunity for business owners to draw in a new audience through video.
People don’t typically want to read essays – ironically, you are right now. But depending on your audience, a lot of them won’t even read your website. They’ll skim or scroll straight to a video or infographic.
Short-form video matches how we all consume content now. Quick, bite-sized and straight to the point content is what we have become used to. Lots of people only respond to this now.
You can explain something complicated, show how your service works, or walk through a case study in under 90 seconds and get more engagement than a whole blog post ever will.
Landing pages with video can boost conversions by up to 80%. (Source: Eyeview Digital)
Why? Because it helps people to get your offerings quicker, builds trust instantly, and lowers hesitation. All of which leads to more people taking action.
That doesn’t mean you should stop writing! Well written copy is still essential for SEO and for supporting your long-form content, especially when it answers questions your audience is actively searching for.
Think of video as the entry point and copy as the deep dive. Together, they make your message clearer and more effective. This is what we mean when we talk about using video as part of an integrated marketing strategy. One doesn’t replace the other, they work better together.
Is video just for social media?
Not even close. Social media is just one small part of what video can do for your business.
Video should be woven through the entire sales funnel – especially if you’re already putting time into content, proposals, and sales materials.
Here’s where video makes a real difference:
- Your website – to explain what you do or introduce your team
- Sales proposals – to walk someone through your offer in your own words
- Email marketing – to boost click-through rates and make things feel personal
- Event follow-ups – to keep the conversation going
- Landing pages – to help convert faster
Video isn’t something you bolt on. It’s something you should build in.
We’re working on a full blog that breaks down what type of video works best at each stage of the sales funnel. That’s coming soon, so keep an eye out.
How can I use video in sales and email?
Send a quick video with your next proposal. Walk through what’s inside the proposal and explain why you’ve suggested what you have. Speak directly to the person receiving it.
This makes you stand out in their inbox and shows you actually care. It’s also just more human and proves it is specific to them and their business.
Our apprentice, Kezia, landed a role with us using video. She recorded a short clip explaining her knowledge, her passion, and why she wanted to work here before emailing it to us. We could see how much she cared and what she was like as a person. That alone gave us confidence that she’d be a good fit for our brand.
That’s the power of video. It lets people see you before they meet you. It saves time and resources by building that relationship before your first meeting. No more wasted meetings, going in blind.
How do I start using video in my business?
You don’t need any fancy video gear or a big plan. Just start with one of these:
- Record a 60–90 second intro for your homepage and LinkedIn
- Answer a frequently asked question
- Share one thing you learned at a recent event or meeting
- Explain your product or service in plain English
- Film a casual “meet the team” clip
You don’t need good lighting or a script for video to work for your business. You just need the video to be helpful and clear.
If you’re not sure where to begin, try starting your video with a hook. Something like “If you’ve ever wondered how to actually use video in your business…” or “Three easy ways to get started with video…”
These aim to lock the attention of a relevant audience and get them to keep watching the entire video without scrolling on. Tell them what they will gain by watching within the first 3 seconds.
We’ll be sharing more simple video hook ideas on our socials soon.
How to reuse videos across different platforms
One video can easily become a full week’s worth of content. Here’s how:
- Turn it into a short blog. Attach the video with any additional insights.
- Chop it up into shorter clips for socials with the key takeaways
- Pull short quotes/ snippets for graphics or carousels
- Embed it in an email or newsletter
- Add subtitles and post it as a reel or TikTok
The main thing to remember is video doesn’t need to be complicated. It just needs to be intentional.
Be clear. Be honest. Be helpful.
Focus on delivering your message in a way that feels real to your audience. Don’t record just for the sake of it. Make it part of your strategy – whether that’s aiming for brand awareness, conversions, or something in between.
People don’t just buy from any business, particularly if your offering is a large investment. They buy from the one they understand, remember, trust and connect with.
Want help making video a working part of your marketing strategy?
Let’s talk about what that could look like for your business with Pounce.