July 8, 2024

Why Video Marketing Is So Powerful

Mike Arnold, the blog's author


The business world has long been virtual for many years now, and there's no going back.

Zoom meetings, Slack chats, and endless email threads have replaced water cooler conversations and in-person networking.

And if you're like most entrepreneurs and marketers, you're probably wondering: How do I cut through the digital noise and make real connections with my audience? How do I build trust and loyalty when we're all just faces on a screen?

The answer is simpler than you might think: video marketing.

Think about your own life. How much time do you spend watching video content a day? 

IG Reels, YouTube Shorts, TikToks, Facebook videos, long-form content, cooking tutorials, and so on. The stats back this up, with businesses spending over $92 billion on video marketing in 2024, with said video content making up 82% of all internet traffic.

And with people spending an average of six hours on screens per day, video content is surely king, queen, and everything in between when it comes to connecting with people worldwide.

But there's a problem. 

Marketing as a whole has become increasingly impersonal, corporate, and salesy. Target audiences in all niches are getting wise to marketing and influencer tricks. They are now incredibly cautious regarding the video content they watch and engage with.

But to break through said noise, video is your secret weapon for injecting authenticity and humanity back into your brand. It's the closest thing we have to being in the same room with someone, sharing a laugh, or having a heart-to-heart. 

And these days, that kind of connection is priceless.

In this guide, we'll dive into why video is non-negotiable for businesses today. We'll explore how it can transform your marketing, supercharge your social media presence, and, ultimately, help you build a thriving community around your brand.

Let's get into it.

Video Makes Things Human When You're Not in Person

Someone holding up a smartphone during a video call with a friend or family member.

Right off the bat, video content brings human interaction to the forefront of the online experience.

Take this post, for example. You're reading these words, probably skimming them, and you can feel me talking to you, but it's still words on a screen. 

Instantly, you see a human face, see the emotions, and connect with the message.

This is the same for your customers, followers, clients, and others.

Video transcends the limitations of text-based communication, allowing you to convey not just information but also emotion, personality, and authenticity. 

When you speak directly to your audience through video, you're inviting them into your world, sharing your energy and enthusiasm, and building a rapport that's simply impossible through email or chat.

Think about it: Would you rather read a dry company announcement or watch a charismatic CEO share exciting news and their vision for the future? Which one would leave a lasting impression and make you feel more connected to the company?

Video is your chance to show the human side of your brand. It's an opportunity to put a face to the name, share your story, and build relationships that go beyond transactions. 

And in a world where consumers are bombarded with impersonal marketing messages, that human touch can make all the difference.

Social Media Platforms Crave Video

Someone holding a smartphone up to the sky in a city showing Instagram on the screen

While video is great for human connection, it's also the primary and most sought-after form of content on the internet right now and has been for the last few years.

It's the most engaging form of content, and since social media platforms are all about user engagement, they promote video content more than any other. It's what keeps users scrolling, tapping, and, most importantly, staying on their platforms longer.

In other words, social media platforms are hungry for video content.

Even Elon Musk, the ever-controversial owner of X (formerly Twitter), has repeatedly emphasized the power of video. He's made it clear that the X algorithm favors video content, giving it greater visibility and reach. 

And it's not just X – every major social media platform invests heavily in video features, from Instagram Reels to TikTok's endless stream of short-form videos.

What does this mean for your business? 

It means that if you're not creating video content, you're missing out on a massive opportunity to reach your target audience. Video is the language of social media, and it's the key to unlocking organic growth and engagement.

Imagine your short, snappy demo video going viral on X or your insightful tutorial racking up views on YouTube. That's not just brand awareness – that's potential customers discovering your product or service, engaging with your content, and, ultimately, choosing you over your competitors.

The Screen is the Most Important Place in the World

A business owner sits on a video call with a potential client on a laptop

Think about how much time you spend staring at screens. Your laptop, your smartphone, your tablet – they're your windows to the world. You use them to work, learn, connect with friends and family, and even unwind with your favorite shows.

Your screen isn't just a passive device; it's a hub of activity, a canvas for creativity, and a treasure trove of valuable insights. And with the right tools, you can turn those insights into captivating video content.

Screen recording software has made it easier to capture what's happening on your screen and share it with the world. Imagine creating a quick demo video to showcase your latest product features or recording a step-by-step tutorial to help your customers troubleshoot a common issue. 

You could even record a brainstorming session or a client presentation to share with your team.

The possibilities are endless. By leveraging the power of your screen, you can create a wealth of informative, engaging, and valuable video content that resonates with your audience and sets your brand apart.

What Types of Videos to Create

Now you've got an understanding on the power of video, let's talk about the different types of videos you can create to connect with your audience and achieve your business goals. The transcript mentions three main categories:

  1. Demo Videos: These short, snappy videos are perfect for showcasing your product or service in action. Think of them as bite-sized teasers highlighting key features, benefits, or use cases. Demo videos are ideal for social media, where attention spans are short, and you need to make an impact quickly.

  2. Tutorials: These in-depth videos are designed to educate your audience. They can be used to teach a new skill, explain a complex concept, or walk viewers through a process step-by-step. Tutorials are great for YouTube, where users often search for how-to content, or for your website's help center, where customers can solve their problems.

  3. Online Courses: These comprehensive video series are perfect for sharing your expertise and generating revenue. They typically cover a broader topic in detail, offering a structured learning experience for your audience. Online courses can be hosted on platforms like Teachable or Skillshare or your website.

Each type of video serves a different purpose, but they all share a common goal: to provide value to your audience. 

Whether you're entertaining, educating, or inspiring, video is the medium that allows you to connect with your viewers on a deeper level and build lasting relationships.


And with that, we come to the end of the first guide of this series. 

When you're getting into video content, it's important to understand that connection, authenticity, and providing real value is so important, and putting these ideas into every video you make will maximize your chances of success.

It's surely a grind and a lot of hard work, but it pays off for so many people, all of them, that you see day in, day out on your social media feeds. It's time for your business to be front and center in the same way as your target audiences.

So, what are you waiting for?

It's time to hit record (and with Tella, that becomes the easiest part of the process) and let your brand's personality shine through. The power of video is at your fingertips – embrace it and watch your business thrive in the digital age.


Tella — Screen recording for entrepreneurs

Tella — Screen recording for entrepreneurs