By Owen Fay . Posted on November 20, 2022

Any business owner or marketer who has used video marketing strategies to grow their business swears by it because it not only increases engagement and provides information to the audience but can also convert the vast majority of them into potential customers.

This article helps you to learn about the importance of video marketing, the kinds of videos that help businesses grow, and how you can use them to drive demand and generate leads.

The Importance of Video Marketing

Before the arrival of video content back in the early 2000s, there were various ways of promoting products and services.

Businesses around the world had to spend hours developing marketing strategies and predicting new trends in upcoming years to keep up and sell their products. Not to mention, the cost of advertising the products and services was very high, and all those efforts didn’t assure success because the marketers had no way of getting proper records of consumer responses.

This is not the case with videos — the creator of videos can get all the information about engagement rate, reach, and others to understand what is working on their channel and what isn’t.

Videos are entertaining to watch, and people of all age groups spend a significant amount of time watching videos every day. In fact, people really appreciate video content from businesses because, this way, they make quick decisions about whether they should purchase specific products or not. Video marketing is essential for businesses because it not only catches the audience’s attention but also helps establish lasting connections.

Types of Videos That Stimulate Growth for Businesses

Here are five kinds of video ideas for your business that will educate your audience and increase the number of potential customers.

Brand Story Video

If you are a business just starting, this is a great video idea to share the brand’s motive, personality, and story with your audience. These videos allow you to form a bond with your audience and helps build trust.

Thought Leadership Interview

These kinds of videos are great for spreading ideas from the greatest minds in your business to your audiences. Just like a brand story video, interviews foster trust among your audience. As a result, the overall sales of your brand increase.

Product Demo

A product demo video is a must to show your audience how your products can solve their problems. At the beginning of a product demo, make sure to showcase a relevant problem and use your product as the solution to the problem.

Customer Testimonial

Audiences start to believe in a product or service, even more, when they see that someone else has benefited from it. So, it’s always a great idea to interview some of your customers and ask them about their experience with your product.

Make sure the testimonials are high-quality and reflect the full range of emotions people might feel when interacting with your product or service. Use appropriate captions to explain what the customer was saying. By creating and editing a customer testimonial video using a video editor, you can create engaging video content that will help you build relationships with your customers.

Live Video

To give your audiences a sense of importance and urgency, live videos are the best way out. Whenever you’re about to make new announcements, go live on your social media handles and it will notify your audience.

Another great thing about going live regularly is that it helps you understand your audience on a deeper level. As a result, you use all that knowledge to produce better products for them. Tutorials, educational events, interviews, product launches, etc. are also great topics for live videos.

Driving Demand and Generating Leads with Video Marketing

Before getting started on making video content for your business, you will need to plan a marketing strategy where the areas of focus for your business growth are properly discussed. Your goal is to drive demand and generate leads, so you need to effectively create video content that engages the user, here are the steps you need to take.

Pick a Target Audience

To drive demand and maximize sales, you must understand what customers your business is making products for. Once you have that figured out, it’s time to learn more about them to improve your products accordingly.

Also, the tone and language of our social media should match your brand’s aesthetics because that’s what will make your brand more appealing to the audience. As a result, you will generate higher-quality leads for your business.

Choose The Video-Hosting Platforms Wisely

While researching your target audiences, you must understand which platforms they are most active on. The answer could be Facebook, Instagram, Twitter, YouTube, or LinkedIn. Whatever it may be, use that platform to host your videos.

Even though YouTube is the most used platform for video-hosting, TikTok and Instagram are not far behind. To increase engagement in long videos, you can post short clips from the main video on different social platforms to drive traffic to the destination website.

Now, it’s true that different platforms come with different ratio settings. To make your videos fit every platform, trim the video according to the ratio settings using your video editor.

Choose a Video Format that Works for Your Business

Not all videos have the same effect for every business; what has worked wonders for your competitors may not work for you, and that’s okay. There are a number of formats to choose from.

Consider whether your videos with actors would work well or an animated one would work better. If you’re starting and cannot figure out what will work best, test your videos with a platform like Poll the People to understand what your users will respond to. Also, try to make your video content diverse, so your audiences always have something new to look forward to.

Engage Regularly in All Channels

Social media is where half of the world’s population spends a massive amount of their time daily, making it the best place to post your videos. Make sure to engage with the audience on time by creating video testimonials with any screen recorder, responding to their queries on DMs, and replying to their comments. These actions leave a good impression on your users and increase your audience’s chances of becoming potential customers.

Email marketing is another excellent way of marketing products or services of your business as the word ‘video’ in emails is one of the things that sparks people’s interest.

As a result, you see big changes in the click-through rate. Lastly, give the most attention to the official website of your business. Videos on your business’s landing page will make the website visitors stay longer. This will make your website more valuable to Google and improve your SERP rank.

Always Be Optimizing Your Video Content

No matter what format, audience, placement, or channel you post on you need to be producing the best video content possible. One of the best ways to do this is by user testing your videos for real customer feedback before you post them.
Poll the People offers an end-to-end video testing platform that lets you get user feedback in minutes to understand which version of your video is the most engaging or effective.

You can also test a single video to understand users’ impressions before you post it, this will allow you to understand how users will view your content without hurting your brand reputation, spending valuable time on bad content, and can help you understand user preferences.


Always remember that the key to increasing your success rate with sales-focused videos is knowing how to present them in the proper contexts. Deliver world-class video content to your audiences to make them trust your business.

Once you figure out what kinds of videos work best for your brand, none of your ideas will fail to meet your expectations, and as a result, you will see a significant change in demand and lead generation opportunities.

If you are ready to start optimizing your video marketing strategy, sign up for Poll the People and get actionable feedback on your content in minutes.

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