Ollie, our Content Executive, makes sure your brand gets noticed.
With experience writing content for businesses of all sizes and industries, he knows how to grab readers’ attention and keep them hooked. In his spare time, you can usually find him watching sports, running around Manchester, or cooking up a new recipe in the kitchen.
That’s not really surprising anymore. It’s hard to find an audience that isn’t being served video content constantly.
Video has become a normal part of how people discover and absorb content. People don’t really think about it anymore. They just open whatever social media app they want to go on and scroll through video after video (sometimes ‘doomscrolling’ until they remember what they first set out to do).
Even LinkedIn, traditionally a text-led platform, introduced a full-screen vertical video feed in early 2025.
Most marketing teams now accept that video works. It’s part of the regular strategy meetings and on the to-do list of most content teams.
Is that the same for you?
The benefits are endless. Like watching the end credits of Lord of the Rings. We’ve got some that stand out, though. But you’ll only reap these benefits if your strategy is on point. You’ve got us though, so you’ll be grand.
People like to know who they’re buying from.
Video gives you a chance to do just that.
To show the people behind the brand and answer any questions in a way that’s difficult to do through a page filled with text.
That doesn’t mean every video needs to be perfectly produced and edited to look top of the range. Often, people like that raw, authentic feel to a video, with a straightforward explanation from someone who knows what they’re talking about.
Lose the jargon and unnecessary titbits, and focus more on how to get the message across in a clear and approachable way.
The important part is giving people a reason to remember you. If your videos are helping someone understand something, they’ll usually remember the business that helped them too.
The customer journey then goes from “nah, ever heard of them before” to “oh, yeah, I know who you’re talking about”.
The way people find information has changed.
Plenty of people still use Google, but a lot more people now use social platforms, specifically TikTok and YouTube, to search for answers to their questions.
Video has become a big part of how people research businesses and review products before they ever visit a website.
One good video has the ability to turn a viewer into a customer.
It can also be used to:
Search visibility also isn’t just about traditional SEO anymore either. Search engines and AI tools are getting better at understanding different forms of content, and video has become a big part of that picture.
A well-placed video can help someone find the information they’re looking for more quickly and give them another reason to stay on and explore your website.
Subtitles on a video also count toward SEO, giving you more of a chance of appearing on search engines (Amberscript). Make sure you add them, and they’re true to what’s in the video (don’t throw keywords in for the sake of it).
Search has become a lot more about how clearly your content answers real questions, in whatever format people prefer to consume it. We’ve explored this further, and how SEO, GEO and AEO (all the EOs) work together in our blog on our website. Read it here to learn more.
Good video shouldn’t be a “right, that’s done then” kind of job.
If you’ve already invested the time to record something, there’s usually plenty more you can get from it.
A three-minute-long conversation can be turned into several shorter social-first snippets, a theme to create a blog from, a talking point for an email newsletter or the basis to create a full-length podcast episode with guest speakers.
Teams often miss the trick here. They spend all their time creating new content instead of getting more from the content they’ve already made.
So, take a step back and look at what you’ve already got. Chances are you’re sitting on a gold mine of content from a few videos you filmed last month.
A lot of teams know what messaging they need to get across, but they’re not completely sure about the best way to do it.
One campaign frames it one way. Sales explain it in their own way. Over time, the message starts to drift away.
Video helps you rein it in (pretty sure that’s what Sam Fender was singing about anyway).
You can’t really waffle your way through a video, because no one’s even going to bother watching it. Whether you’re using a script or going off the cuff, you have to strip it back and say what you mean to say. The real version, not the polished one.
Once you have that one explainer video, everything else gets easier.
Operations don’t need to reinvent explanations every time. Marketing isn’t consistently writing the same point in different formats.
You’re saving so much back and forth in the long run.
Video helps you find that one message everyone works from.
You’re probably a tad overwhelmed, unsure where to start with video marketing. Maybe you’re worried about being late to the party?
There could be a million videos out there from your industry that don’t scratch an itch that your videos will. It’s about doing it strategically, not just doing it to do it.
Here’s a simple step-by-step guide to help you start your video marketing journey.
Step 1: Map out the purpose of the video – what’s the outcome you want to achieve? Brand awareness? Driving engagement? Increasing conversions? Helping customers?
Step 2: Decide if you can do it in-house or whether you need to approach outside help
Step 3: Appoint a budget
Step 4: If you do choose an agency, find the best suited one for your budget – do you want your video to be animated featuring real people on camera?
Step 5: Work with your team or chosen agency to make sure everything lines up – what you’re saying, how it looks, how long it should be
Step 6: Think about where it will be used once it’s made – that helps you know what format you should film in
Step 7: Don’t publish it and move on – keep an eye on how it performs in the real world and use that to shape what you do next, rather than guessing
Back in July 2021, we collaborated with Totally Local Company to set out what they wanted to achieve from their marketing efforts.
The main goals were to:
Creating video was part of that strategy. We weaved videos throughout the website to bring originality and create an emotional connection between the brand and the customers, whilst helping to support written content. Read about the full project here.
Here’s what you should do next.
Broaden your understanding of how to use video by watching a recap of one of our previous webinars, where we were joined by two of our very good friends, Ben Horrigan from Studio91 and Tyler Grange, and Jordan Yates from Studio AntiGravity.
Learn all the skills to create your own videos and hear their thoughts on the top things you need to consider across the filming, production, editing and sharing process.
