Why Video Marketing Is Worth the Investment

Wondering if you should add video to your marketing strategy? The answer is a resounding yes! A whopping 93% of the businesses we surveyed for our 2024 State of Video Report say it’s an important part of their marketing strategy — and they’re seeing results.

The best part? Video marketing is not as expensive or complicated as it sounds. Let’s talk about why video is worth every penny and how to dive in without breaking the bank.

Video delivers a solid ROI

Almost all marketers agree that video brings a great return on investment (ROI) across key areas like sales, brand awareness, and customer retention. It’s because video helps:

Build trust and connection with your audience

Video gives your brand a face and voice — literally. When people see and hear you, they feel a stronger connection and are more likely to trust you. That’s something text and images struggle to match.

Increase user understanding

When prospects or customers fully understand your product or service, they’re more likely to buy it or keep using it. That’s where video comes in. It shows exactly how your product or service works and how it solves their problems.

Get your brand in front of more eyes

Videos are the content MVP. People can’t get enough of them, and social platforms know it.

Social media algorithms prioritize videos over other content types because they keep users on the app longer. So if you want to boost your organic reach on social media, all you gotta do is post engaging videos.

And here’s the cherry on top: If your videos get strong engagement (likes, shares, and comments), they’ll be pushed in front of even more people.

Drive conversions and sales

Because of all the above reasons, video is the ultimate closer in your marketing toolkit. It can grow your audience and give them the confidence to click “buy,” sign up, or book a demo.

Getting started with video is easier than ever

You don’t need deep pockets or a production crew to make engaging videos that bring results. Our State of Video Report shows that audiences love authentic, low-budget videos (like a talking head video recorded with a webcam) — sometimes even more than polished productions.

That makes video more accessible than ever, especially for smaller brands. To help you take the first step, we’ve rounded up some tips for creating videos in-house on a budget:

1. Use what you already have

Got a smartphone? Use it! Newer smartphones shoot in HD or even 4K, which puts them on par with high-end video cameras. And if you’re creating vertical videos for social media, a smartphone is the way to go.

Got a creative team? Tap into their skills for scripting, storyboarding, and filming. Got a few clothespins, LED bulbs, and extension cords lying around? Put together a practical three-point lighting setup. If you’re missing anything, a quick trip to a big-box store like Home Depot should do the trick.

2. Use an end-to-end video platform like Wistia

It’s easy to create videos, but doing it effectively isn’t. Video marketing is a whole process that involves creating, hosting, sharing, and analyzing videos, and you’ll need to juggle multiple tools to make it happen.

That’s where end-to-end video platforms like Wistia come in. Because they offer all the video tools you need in one place, they simplify and speed up the video marketing process.

Think of it like the iPhone: Before it came out, you needed separate devices for your camera, phone, emails, and music player. Now, you’ve got all of these tools in one device. You can take a picture and then text or email it to someone within seconds without having to download or upload anything.

End-to-end video platforms work the same way. Take Wistia, for instance. It has a built-in screen and webcam recorder, video editor, and customizable video player, among other tools. That means you can create a recording, edit it, host it, and share it all in one place.

3. Use AI to speed up the video production process

We’re lucky to live in a time when AI takes care of the heavy lifting to let you focus on what you do best — being creative. While it won’t replace you as a video creator, it can help you:

• Generate content ideas: AI tools like Whimsical AI can help you brainstorm and give you a head start on planning.
• Automate video editing: Some video editors (like Wistia’s built-in editor) use AI to pull the most engaging clips to share on social media.
• Improve accessibility: Some video platforms (like Wistia) use AI to generate accurate captions and transcripts.
• Do so much more

Here’s a look at our favorite AI tools, and here’s a guide to using AI at every stage from pre-production to publishing.

4. Start hosting webinars

Webinars are a good place to start when you’re dipping your toes into video creation because:

• They’re cost-effective. You just need a computer, a good webcam, a quality microphone, a solid internet connection, and a reliable webinar platform.
• There’s no pressure to create perfect recordings. Audiences don’t mind when you stumble over a word or adjust your slides mid-presentation.
• There are other benefits, too. Not only are webinars a great way for you to get comfortable with video production, but they’re also a great way to engage with your audience, capture leads, and reduce churn.
• You can create many video assets out of one webinar recording. Once the event is over, you can repurpose the recording into social media clips, polished on-demand videos, and more.

5. Start with short videos

Like webinars, short-form videos (videos that are up to five minutes long) are a low-barrier, high-impact way to dive into video marketing because:

• They’re quick and easy to make.
• Short videos have a higher engagement rate than longer videos.
• Some social platforms like Instagram, TikTok, and YouTube Shorts thrive on short-form videos because they deliver fast, engaging content that keeps users scrolling and sharing.

The secret? Keep it simple. Focus on delivering one clear, compelling message that grabs your audience’s attention and leaves a lasting impression.

6. Repurpose existing content

Take your best-performing assets (like blog posts, social updates, or customer testimonials) and turn them into engaging videos.

By building on what you already have, you save time and resources while stretching your content further. When we hosted a webinar to go over our findings for the State of Video Report, we recorded it and turned the recording into three on-demand assets. Within three months, these assets made up 70% of the total views.

Ready to start making videos?

You don’t need a blockbuster budget to create engaging videos. The key is to start small, experiment, and learn as you go. Test different styles, focus on content that reflects your brand personality, and see what resonates with your audience.