The Future of Marketing is Video: Are You Ready?

We’re Going to Start With a Quick Straw Poll:

Have you ever laughed out loud or shed a tear watching a Super Bowl commercial?

  • Us too.

Have you ever laughed out loud or shed a tear skimming a direct mailer?

  • Neither have we.

That’s the power of video marketing in a nutshell. And while you may not have an 8 million dollar ad budget for next year’s Super Bowl, video marketing has never been more accessible for small businesses.

“
The future of marketing is video, and there are opportunities that fit every budget and business size.

In this article, you’ll learn: 

Video Captures Attention Faster Than Text Ever Could

In a world where people scroll faster than they can blink, video content makes people stop scrolling.

That’s because video combine sight, sound and emotion, making it the most effective marketing format for grabbing attention. In fact, studies show that viewers retain 95% of a message when they watch and listen to it on video, compared to just 10% from text.

So, while search engine optimization and algorithms are the magnets that draw people in, video assets keep them hooked.

Fast Facts About Video Content:

Where To Use Videos & Why

Many business owners hesitate to invest in videography, thinking videos are only helpful on social media or for fleeting trends.

Here are a few ideas of where to integrate video into your operations and marketing strategy:

Your Website:

Adding video to your website is one of the best ways to keep visitors engaged and drive conversions. Here are three places you can add videos to your website:

  • Homepage: Placing a video on your homepage immediately captures visitors’ attention and encourages users to explore further.
  • Product or Service Pages: Embedding videos that showcase product demonstrations, tutorials or customer testimonials help potential customers quickly understand the value of what you’re offering.
  • About Us Page: Adding a brand video to this page will humanize your brand and share your company’s story, mission and values. This personal touch can build trust and foster a deeper connection with your audience.
  • Careers Page: Adding video testimonials of real employees is a great way to attract potential employees by highlighting your company culture.

💡Industry Idea: A landscaping company can showcase completed backyard transformation videos, demonstrating their design skills and the before-and-after results.

Email Marketing:

While platforms like MailChimp and Constant Contact don’t allow you to embed videos directly in emails, you can still increase engagement with a clickable image or animated GIF that links to a video.

For a more personal touch, include a link to a YouTube video in the plain text of a direct email to a client or customer. When sent individually or via a mail merge, videos will appear as attachments, encouraging more people to watch.

💡Industry Idea: A financial advisor can send an email with a personal video offering a quick financial tip, helping them build rapport with clients.

Social Media:

Platforms like Instagram, Facebook and LinkedIn all prioritize video content in their algorithms. This means your business will get more visibility and reach more people by sharing a well-crafted video compared to a static photo.

Why are social media platforms prioritizing video? It’s simple: more videos = more people staying on their app = more revenue. And in a world of short attention spans, short-form video content like YouTube Shorts and Reels will stretch your video marketing dollars the farthest.

Low marketing budget? Start with “lo-fi” video on social media. Your content should always be relatable, and nothing is more relatable than a quick, 30-second direct-to-camera Reel. Include auto-captions of what’s being said, add background audio and you have an authentic piece of content. No frills, no fuss.

Remember: The iPhone in your pocket has a better camera than most professional video equipment just a few years ago. It doesn’t always have to be a full production with lighting and boom mics to be effective.

💡Industry Idea: A propane company could post a selfie video of a technician at a customer’s house showing people how to read their propane tank gauge and why they only fill it to ~80%.

Digital Ads:

We all have ad fatigue. We’re bombarded with ads everywhere—all the time—and have learned to skip past them on instinct. Using video assets in your ads is a simple way to cut through the noise and grab attention.

Authentic, relatable video ads on platforms like Performance Max, YouTube, Meta, LinkedIn or Hulu feel more like storytelling and less like selling—making them more effective.

💡Industry Idea: A roofing company can create user-generated content (UGC) by interviewing a recent homeowner about their experience. Then, snippets can be repurposed into a series of video ads that feel personal and trustworthy, helping build credibility and resonate with potential customers.

Customer Support:

When customers need help, they don’t want to pick up the phone—they want answers fast, often when your business isn’t open. That’s where tutorial and FAQ videos come in. They give customers 24/7 access to the information they need without waiting on hold or for office hours.

💡Industry Idea: A health clinic can create videos explaining how to use the patient portal and what to expect before a visit. This will help patients feel more at ease and build trust.

We’re here to set the record straight: videos aren’t just for going viral—they can enhance your website, email campaigns and customer service.

Practical Steps to Get Started with Video Marketing

If you’d like to use more video content but aren’t sure where to begin, here are some steps for getting started:

1. Pinpoint Where Video Can Help:

Understanding your goals will help decide where video fits your marketing strategy.

  • What are customers asking about over and over?
  • Are there pain points in customer onboarding?
  • Is there a new product or service you want to introduce?
  • Do you need more leads?
  • Do you need to attract employees?

(If you’re stuck on this step, contact Estland, and we’ll develop a strategy together.)

2. Brainstorm Video Concepts & Ideas:

If you fail to plan, you plan to fail.

  • What can you teach people?
  • Which loyal customers would make great spokespeople?
  • How can you feature your products or services?
  • Which behind-the-scenes moments would pique curiosity, build trust or earn credibility?

Gather your team and get creative.

3. Set Your Budget:

Decide how much to invest in video production.

  • Do you want to start with a commercial video shoot or your cell phone and a ring light?

The good news is, with a well-planned 1-2 day professional video shoot, you can gather a year’s worth of great content to edit and repurpose across all applications. (i.e., work harder, not smarter)

4. Get Ready:

The more you prepare, the smoother the video shoot will go. Planning also ensures you get the biggest bang for your buck while the videographer is on site.

  • Schedule Your Shoot: Pick a day or week that fits your business’s seasonality the best (Pro tip: pick a backup weather day right off the bat!)
  • Craft Your Stories: Create storyboards, draft scripts and outline questions so everyone is on the same page. Share these materials ahead of time with employees and customers who will be helping bring your story to life.
  • Tidy Up: Make sure everything looks sharp on shoot day. Wash the trucks, clean off desk clutter and consider blocking schedules for your key players, so no one is pulled away. These small efforts will make your video stand out.

Estland Helps Simplify Video Marketing

Video marketing doesn’t have to feel overwhelming, but it does require some planning. Estland can get your videos in front of the right people, in the right place, at the right time. Contact us to get started!

Let’s Chat About Video Marketing

Drop Us A Line