Looking to get in front of your ideal audience and make an instant connection? Think about it: when you’re scrolling through your social media feeds or skimming your inbox, what makes you stop? More often than not, it’s a short video. Maybe it’s a simple behind-the-scenes clip or a quick product demo. Or, it could be a founder sharing a personal story.
Why does video win your attention? Because it’s personal, it’s visual, and it’s much more memorable than a stock photo and a paragraph of text. Whether you’re promoting a product, explaining what sets you apart, or just trying to connect more authentically, video gives you a platform to be seen, heard, and trusted. Plus, studies show people spend approximately 1.4x more time on web pages with videos than those without!
The best part? You don’t need a studio or a huge budget to get started. Let’s dig into how you can make video work for your marketing plan and your bottom line.
Why Video Deserves a Place in Your Marketing Strategy
Wondering whether video is worth the effort? Over 64% of consumers are more likely to buy something after they watch a video about it. Whether it’s a 15-second clip on Instagram or a 2-minute brand story on your website, video gives your audience an easy, visual way to understand what you do and why they should care.
More Reasons Video Works:
- It’s fast and digestible.
Your audience doesn’t have time to sift through dense copy or long-winded explanations. Video delivers information quickly and clearly, with visuals, tone, and storytelling that make it easy to absorb and understand. People retain 95% of a message when watching it on video, compared to 10% when reading. That means your key points will stick longer and make a stronger impression.
- It boosts conversion.
If you want your website visitors to take action—whether that’s filling out a form, making a purchase, or scheduling a demo—add a video to your landing page. Studies show landing pages with videos can increase conversion rates by up to 86%. Why? Because video builds confidence. It gives people a clearer understanding of what you offer and why it matters, helping them feel more comfortable saying yes.
- It’s highly shareable.
Video content tends to generate more engagement, more comments, and more shares than static posts. People love to share videos that are funny, insightful, emotional, or simply useful. And the more your content gets shared, the more visibility and organic reach your brand achieves without spending a dime on ads.
Using Video to Share Your Brand’s Story
Every great brand is built on a great story. The key is finding the right way to tell yours on camera. Whether you’re introducing your business, promoting a product, or connecting with your community, video is your chance to make your message resonate. To make the most impact, consider including these essential storytelling elements:
A Clear Narrative
Your video should quickly answer three core questions: What problem do you solve? Who do you help? And how do you help them? But don’t just list features; speak directly to your audience’s needs, frustrations, or goals. When viewers see themselves in your story, they’re more inspired to trust you, connect with your brand, and take the next step.
Your People
Faces bring stories to life. Whether it’s a founder sharing their “why” or team members showing the behind-the-scenes of your business, real people make your brand feel human. This builds connection, credibility, and comfort. In a world of faceless brands, authenticity wins, and video is the best way to showcase it.
Social Proof
Let your happy customers do the talking. Client testimonials or real-life use cases are incredibly persuasive. When potential clients see people like them getting real results, they’re far more likely to buy in. A sincere testimonial, even if it’s casual or unscripted, can be more powerful than a polished pitch.
Five Video Types That Are Easy, Effective, and Budget-Friendly
You don’t need a big budget to make video work for you. At Pivot, we work with businesses and nonprofit organizations of all sizes to help them achieve their goals, whether it’s sales or donations, through strategic video marketing.
Here are five types of videos you can start using now, many of which require nothing more than a smartphone and some good lighting.
- Explainer Videos
Think of these as your brand’s elevator pitch in motion. Short, clear, and to the point. Talk about (and show) what you do, who you help, and why it matters. According to a recent Hubspot State of Video Marketing Report, “96% of people watch explainer videos to educate themselves about products, with 89% stating they were ultimately inspired to buy.We produced a brief explainer video for our client, IndoorDoctor, that breaks down their nationwide, on-demand environmental testing services. In just under two minutes, we transformed a complex process into a clear, convenient narrative that builds trust with viewers and drives action. By making it easy to understand and even easier to take the next step, the video serves as a powerful sales tool that educates, inspires, and converts potential customers. - Promo Videos
Launching a new product? Running a special offer? Promo videos are great for generating buzz and motivating your audience to take action. Beyond promotions for selling products and services, promo videos can also be an amazing tool for nonprofit organizations to share the heart of their mission with a strong call to action.Our team produced a powerful promotional video for a charity event supporting our client, Webster House, an organization that provides a supportive environment for individuals unable to live at home. - How-To or Tutorial Videos
Help your customers solve a problem or get the most out of your product. These types of videos build authority by sharing your expertise and educating your customers (and prospects) on how to maximize the effectiveness of your products.We worked with our client, ArborEdge, to create tutorial videos for their portable sharpening tools, helping tree removal, stump grinding companies, and landscapers optimize their performance. - Behind-the-Scenes Clips
Give your audience a look into your process, your office, or a day in the life of your team. People connect with people and are inspired by their real-life experiences. For nonprofits, especially, showing what happens behind the scenes can be an extremely effective tool for inspiring donations.We worked with our nonprofit client, the Equine Immersion Foundation, to create an emotional, story-driven behind-the-scenes video that showcases the work of this incredible foundation, providing equine-assisted therapy to active-duty personnel, Veterans, first responders, and their families and closest supports.
- Live Videos
Go live on Instagram, Facebook, or LinkedIn to answer FAQs, share news, or just connect in real-time. There’s just something about authentic and interactive content that inspires people to want to connect.We collaborated with our client, NH Tech Alliance, to develop a video marketing strategy that includes live videos produced by the client, aiming to build trust and foster connections within the tech community.
A Simple Framework for Your Video Marketing Strategy
Not sure where to start? You don’t need a 50-page plan to make video marketing work. At Pivot Creative, we help brands tell their stories in ways that feel real and resonate with their ideal customers. Here’s our simple framework for you to follow:
- Start with a Goal. What do you want your video to do? Educate, inspire, convert? Start there.
- Know Your Audience. What do they care about? Where do they hang out online? What questions are they asking? This informs what kind of video you create and where you share it.
- Plan and Repurpose. Record once, and use everywhere. A 2-minute video can be transcribed into a blog, broken up into three Instagram clips, posted to YouTube, and included on a sales landing page.
- Keep It Real. Sure, creating a highly professional video looks fantastic, but at the end of the day, authenticity always wins. Clear audio, good lighting, and a real voice go a long way. It doesn’t have to be perfect.
- Track What’s Working (And What’s Not). Watch the numbers: views, watch time, engagement. These will tell you what to do more (or less) of.
Remember, you don’t need a Hollywood script to get started. Start with a few simple talking points, keep it real, and focus on being helpful. Connection always beats perfection.
Where to Share Videos for Maximum Reach
To get the most out of your content, share it across multiple platforms:
Social Media
Tailor your video for each platform. Create concise content for Instagram and TikTok and longer-form content for LinkedIn and YouTube.
Email Marketing
Embedding a short video in an email newsletter can dramatically boost click-through rates. A simple video thumbnail can increase click-through rates by 200–300%.
Website & Blog
Add videos to product pages, blog posts, or your homepage to keep visitors engaged longer.
Landing Pages
Including a video at this stage of the buyer’s journey can enhance engagement by providing leads with a better understanding of your brand, resulting in more conversions.
Strengthen Relationships Through Story-Driven Content
Video is so much more than a sales tool. It’s a way to stay connected and humanize your brand. Your audience wants to feel like they know the people behind your brand. You can help them get to know you by trying these relationship-building ideas:
Welcome Videos
Say hello to new subscribers or customers with a short, personalized intro, as this helps your customers feel seen and valued. It also helps them understand your why behind what you do.
Our client, R2 Property Management and Concierge Services, wanted to share their story with everyone who visited their website, so they would understand their passion behind what they do. We produced a short welcome video that highlights the owner’s genuine passion for providing hassle-free property management services, allowing their customers to spend their time making memories with their families.
Thank You Videos
A quick video message (from a real human) after a purchase or referral can leave a lasting impression. It shows your appreciation for their business and trust in your brand. You can include these in a text or email, or even redirect customers to a landing page with a video embedded.
Short thank-you videos are also great to share on social media. They don’t take long to produce, but have the potential to make a big impact. We recently helped Webster House create a simple thank-you reel to express gratitude to their donors. It’s short and sweet, but genuine and shows their audience how much they appreciate their support.
Educational Series
Share industry tips, how-to videos, or product insights that keep your audience engaged between purchases. This will also help keep you top of mind for the next time they need what you’re offering.
We helped develop a Reels strategy for our client, Cents and Balance, enabling them to share their expertise with existing and potential customers in a simple and accessible way. These short educational videos address customer pain points with quick tips and solutions to their everyday bookkeeping challenges.
Smart Tips for Better Video Results
Want your videos to work harder for you? Keep these best practices in mind:
- Start strong. Try to hook your viewer within the first 3 seconds.
- Keep it short. Aim for 1–2 minutes, especially for social. Anything longer is likely to lose their attention.
- Be clear. Keep your video focused, with one message per video. End with one strong call to action.
- Use captions. Many people watch without sound.
- Don’t overthink it. Authenticity beats perfection every time.
Next Steps: Let’s Bring Your Brand to Life
The good news? You don’t need to go viral. You just need to start. Your audience wants connection, not perfection. So start small. Use what you’ve got. Test different styles and platforms. Most importantly, tell your story in a way that feels true to your brand.
Video is one of the most powerful tools you can use to build trust, deliver your brand message clearly, and connect with your ideal audience in a way that feels human, memorable, and real. Want help building a video strategy that works for your brand and your budget? Connect with us today. We’ll help you bring your message to life in a way your audience won’t forget.
