Video’s Place in the Marketspace

By Emily Crews

Video media has been on the rise as a useful tool for brands over the last few years, and the COVID-19 pandemic has brought to light just how necessary video communication really is. A Logitech study reported that video conferencing has steadily increased by 800% over the past four years, with 70% of employees around the world working from home at least one day per week. These numbers have only jumped higher after March of 2020. According to Berstein Research, Zoom added more users by March of 2020 than it did in all of 2019 combined, with 2.22 million monthly active users as of March 2020 versus 1.99 million total for 2019. With medical professionals around the world asking people to social distance and work-from-home in an effort to slow the spread of the virus, the global video conferencing industry has emerged as an essential service. 

Although the virus has unexpectedly forced many to work from home, The Global Work-from-Home Experience Survey has found that over 77% of the total workforce prefers this style to the traditional in-office experience after now having tried it. Studies from Stanford University and Global Workplace Analytics show that employers benefit this style as well, as employees are typically more productive, timely, stay with the company longer, and cost the company significantly less. These benefits create a framework that encourages a work-from-home style for most companies, indicating an increase in the future of video communications, even after the pandemic. 

As the world shifts further toward video communications as commonplace, brands have an even better opportunity to engage consumers with their content. While traditional commercials and zoom calls are ever so engaging, there are a variety of other ways that brands can reach their clients through video.

Using Video to Communicate Your Brand

Recent studies suggest that using video in marketing strategies can increase sales dramatically. Even before the pandemic, unskippable ads on media sites such as YouTube were followed through with a 92-96% click rate, and during COVID-19, approximately 87% of Americans are finding the Internet to be necessary to their everyday routine. Now more than ever, companies can gain traction through online views. Beyond external advertisements, brands can leverage this video engagement by creating internal content that helps introduce consumers to their products or services. Here are 12 examples of videos that can help boost your brand. 

Online Mini-mercial

Just like TV commercials and video ads in format, these “mini-mercials” are appearing more and more often without paid media buy.  Many brands are using these :30-:60 spots in their social media and on their website to get campaign messages out to their most loyal customers. But like all content, they have to be entertaining or have informational value. Some brands are dusting off old ads (ahem, Tootsie Pop) or using stock video to keep the budget down. Some brands are making outright music videos! 

Company Culture/Meet The Team

Your consumers want to get to know your brand and the people behind it. This is a great way to share values and talk about some of the softer elements of your brand. A bonus of high-quality culture videos is that they can attract new, motivated candidates to your company.

Behind the Scenes Videos

Behind-the-scenes video content tell the story of your processes and materials. It builds trust through transparency and tells the brand story. This is a great way to take the focus off the price.

Round-Up Video

Round-ups are the video form of listicles. The goal of round-ups is to be quick, entertaining and engaging. The best round up videos are relatively short for the amount of content covered (four minutes or less) and visually exciting (mix in clips or stills of people, products, or places). These are great ways to provide value to the viewer!


This type of short video showcases one person going about their day. For business, you can detail what you do on a daily basis at your company, or have team members take turns vlogging on the brand’s behalf. Some organizations use this to take blogs that are already written and repurpose them into new video content.

Interview Videos

Interview video content most often includes two people, where one person asks questions and one person answers them. You can use interview content to introduce new team members, show off brand values and align yourselves with other interesting personalities in your field. If you invite other experts in your field into an interview, they may share this content on their own social media sites and introduce your content to a brand new audience.

Q&A Videos

Question and answer segments let your audience ask you questions. Ask your social media followers to send you questions, select the ones you want to answer, and then record the video. If you are well-versed with video content, you can also try live streaming a Q&A session. That being said, unless you are comfortable with public speaking and being put on the spot, we suggest sticking to pre-recorded videos; that way, you can edit the video in post-production if you need to.

Featured Product Videos

Much like product reviews, but posted by the company itself, the featured product video is a great way to highlight a product or demonstrate a specific feature. An informal social media post can seem more authentic than an ad and encourage people to click buy. Plus, a member of your staff can review the product in daily use or in the field to show how it works. (but be forthcoming that they work for your company!

Tips/How To Videos

Your audience is looking for helpful tips and tricks that they can use to improve their daily life. Does your company have something you can help answer for them? You may want to offer your advice through a video. This type of content is actually one of the most searched for online and is great for improving audio and video search results if posted correctly.

Case Studies And Testimonial Videos

Anyone interested in your goods or services wants to know exactly what they are getting, so show them! Don’t use actors to represent your actual clients. Stick with real clients to show your audience you value their business and that they are willing to endorse your organization.

Announcement Videos

Whether you are sharing a new product, opening a new location or hosting a new event, an announcement video helps you get you the message across to your audience and cultivates excitement. While your announcement doesn’t have to be funny, it does have to be engaging, so keep your video content short, simple and concise.

Explainer Videos

Explainers use animation or screen graphics to walk the viewer through a complicated process or idea. They are a wonderful way to highlight product advantages, innovations or key benefits. These can be short clips or long demos, but the key here is that they are very clear and easy to understand for the viewer. Basic language and simplified graphics are essential!

Maintaining Interaction

By publishing videos using programs, such as YouTube or vimeo, that provide statistics on viewers– like demographics, device usage, or click rate– brands can better analyse their target audience, and observe what type of content is most effective. Another helpful tip is to actively stay engaged with your viewers. Responding personally to comments or mentioning ideas and desires expressed by viewers in later videos is a great way to express active interest in your content, and encourage further audience interest. If you’re looking for a way to attract new viewers, a common success among social media platforms is collaborating with popular artists, businesses, or influencers. These familiar faces make it easier for potential consumers to associate your unfamiliar brand with the positive attributes they have attached to the influencer.

Getting Started

If you are having any trouble figuring out how to create video content for your brand, please reach out to us at Steel Advertising. We would love to help you get started! Read more about our specialties in education, healthcare, food and family fun!

Sources: Logitch, Berstein, Stanford University, Global Workplace Analytics, Centric Digital and Navigant, DreamGrow, Google, Pew Research Center

Based in Austin, Texas, Steel is a full-service integrated ad agency that uses a deep understanding of how families make purchase decisions to deliver brands that families love. In close partnership with our clients, Steel unites data, technology, creativity and influence to produce more stunning growth for brands in health, education, food and fun that serve the American family.




Learn to Pivot Faster!

Steel’s Five Slide Marketing Strategy teaches you how to react to unexpected changes in your market and prepare your company to execute a quick pivot in response to future contingencies. Stay competitive in a rapidly changing environment, develop an informed 3-6 month marketing strategy, rapidly collect data, focus thinking, and expedite your presentation, streamline executive level conversations for approval, and prepare in 2-3 days for a quick pivot.

Screen Shot 2020-09-30 at 11.43.52 AM