Standing out from the crowd isn’t easy. In 2024 alone, over 5 million small businesses were registered in the UK, and London has earned its reputation as the unicorn capital of Europe. Entrepreneurial spirit is clearly alive and well, despite economic uncertainty and a fiercely competitive landscape.
So, how are savvy businesses making sure they connect with their audience, build trust, and drive sales? In today’s marketing landscape, where content is king, you need more than just a strong USP. Beyond a polished website and carefully crafted messaging, an increasing number of companies are making video a key aspect of their content strategies to help set themselves apart.
Not only does video give you another creative outlet to display your brand identity, but it’s also a medium that truly converts. A report from Wyzowl found that a massive 98% of people have watched a video to learn more about a product or service, and a further 87% of people have been convinced to buy a product or service as a result of watching a video. Additionally, hosting a video on your website can boost your SEO because Google will perceive your page to be of higher quality.
Forward-thinking businesses are embracing a variety of video formats, shared across different channels, because it’s one of the most powerful ways to tell your brand story and build a long-term connection that fosters loyalty. In this blog, we’ll explore three key video trends dominating communications right now and share tips for making these formats work for your business, whatever sector you’re in.
Building trust and credibility through case studies and customer testimonial videos
They say word of mouth is the most authentic (and impactful) advertisement, which is why testimonial videos and customer success stories are so effective in spreading the word about your business.
One compelling example in the B2B and tech sector is within platform service industries. Here, companies are increasingly sharing video case studies that feature users discussing real-world ROI. These authentic stories show how their solutions have made a tangible difference in the lives of end users, which is particularly powerful for complex tech that might be difficult to describe succinctly.
Whether you’re a fintech startup or an ecommerce giant, case studies and customer success stories told through video help brands build credibility and trust amongst your existing and prospective customers.
Shortening sales cycles using product demos, explainers, and masterclass content
Videos aren’t only about entertaining and storytelling. For many people, videos are a useful educational resource and a primary learning method. In fact, research from TechSmith found that 83% of people prefer watching videos to accessing instructional or informational content through text or audio.
Education often plays one of the most significant – and lengthiest – parts of the sales cycle, so having a wealth of high-quality video content that can speed this process up by educating your prospects in an engaging way is critical.
As well as educating, informative product demonstrations or explainers also serve to position your brand as a thought leader, strengthening your brand positioning and messaging.
For example, L’Oréal’s New York-based REDKEN offers “Live Webinars” that highlight the science behind their professional hair colour and care range, as well as offering tips for how to use the products. The brand understood the need to create evergreen recorded content in the form of masterclasses that their audience of stylists, salon owners and stockists could view at their own leisure, offering education while also keeping the brand top-of-mind. You can learn more about our work on Redken’s masterclasses in our case study.
Similarly, a SaaS company that uses a 90-second animated explainer video to show how its platform works will yield similar results. Your team can share this video with prospects so they understand the value of your product immediately — no need for a long intro call or PDF. When used in this way, video can significantly shorten sales cycles by addressing buyer concerns early, educating faster, and building long-term customer relationships and trust without requiring a live demo or sales call.
Raising your profile amongst key audience groups on social media
Having a bank of slick, engaging video content in your communications arsenal is a great way to make the most of your website and social media channels. Not only does video help you connect with younger audiences who are fast becoming key decision-makers, but it also drives broader engagement on social media.
When creating short-form content, humour, trending audio, and fast-paced editing are essential, especially when creating for platforms like TikTok, Instagram, and YouTube. Some easy ideas to replicate include sharing mini tips or hacks, showcasing a ‘day in the life’ of one of your team members, or highlighting a funny behind-the-scenes moment. These quick-hitting videos encourage real-time engagement and offer an authentic peek behind your brand’s curtain – a transparency that helps foster loyalty. With Instagram videos and YouTube Shorts now appearing in Google searches, this content will also give your brand a powerful boost in search results.
Every video is a chance to refine your voice, reach new audiences, and build deeper connections with the people who matter most to your business. Our video production department has produced content for websites, social media channels and B2B communications materials for global brands across a variety of sectors.
Whether you’re a small startup or an established brand, don’t overlook the power of video. Investing in high-quality, strategically planned video content is one of the smartest things you can do for your business today. Start small if you need to, but start now.
If you need help convincing your stakeholders that video is necessary, or are not sure where to start, email me at matt@thinkinghatpr.com, and we can explore how video can help you reach your business goals. In the meantime, see our showreel for more inspiration.
