Nowadays, it seems like video marketing is everywhere. After all, the advent of the Internet and the fact that videography isn’t just for professionals anymore has resulted in significant cost reductions. Video marketing has moved far beyond the movie theatres and televisions of the world, and now can be deployed with just a computer and smartphone. So, what are the realities of this seismic shift in marketing? My handy guide will help you find resources and understand the modern realities of video marketing.
How long do you spend watching video every day? If you’re the typical consumer, it’s quite a bit: up to a couple of hours. Statistics consistently show that video marketing is highly effective, and that customers enjoy watching branded content. Check out this post:
In a nutshell, this post shows us that video marketing really is the wave of the future. Video is very effective, in part because customers retain so much more information from watching videos than they do from reading or listening to print or radio ads. In fact, instructional video can be used to stave off customer service calls, which saves you money. Increasingly, video marketing is critical for most businesses, because 85% of companies use it to some extent. The bottom line is that if you aren’t doing video marketing, chances are you’re missing out on significant sales.
As with so many things, both in marketing and in life, it’s important that your video content follow an overall strategy. Just filming stuff and putting it out there doesn’t work, because you need to have a consistent brand voice. Not only that, but random content doesn’t build a following, and you’ll risk losing the attention of potential customers. Check out these articles for more information:
Unless you’re prepared to do a lot of trial and error, it’s important to understand the best practices behind video marketing. Unsurprisingly, best practices vary based on each type of video created and the goal behind each of them. Audience and style also dictate different approaches. Because this is such a broad area, I have written (or hosted) quite a few blog posts on the subject.
Video marketer Jayson Duncan wrote an extensive article about company introduction videos. These have a wide variety of purposes, but the main one really is sales. That’s because this is where you can tell your brand story more comprehensively than you might in other settings. These videos are longer, and often discuss multiple products, if you have them.
In order to “ace” the video introduction, make sure your message is clear. This is an area where many companies fail, and success will make you stand out. First, talk about the problems your products and services solve, and how they solve them. Then, be sure and include a call to action. Duncan gives more tips, as well. It’s important to be human, avoid cartoons, and present a professional image. Lastly, know where to deploy the video for maximum impact.
Recently, the website promo.com did a survey on video marketing, and the results are reported in this article. We already knew that video is the best form of marketing because people love to watch videos, but there were other insights gleaned from the survey. For one thing, Facebook still reigns supreme for video marketing, but YouTube is closing in on it. For another, Instagram Stories are increasing in popularity, because they’re preferred over single-frame posts. Regardless of the social network, video is the most important type of advertisement. With that said, keep the sound on. Customers prefer videos with sound, at least when they’re in a location where they can listen. You should still have subtitles for the hearing impaired, though.
Jayson Duncan went on an adventure: creating and shooting a reality show on YouTube. He describes a wide variety of challenges. Writing or creating, casting, shooting and overall producing a reality show is more difficult and expensive than most people realize. Duncan comments that most businesses don’t want to make a reality show, but there are a lot of lessons that TV show producers and video marketers can share. For one thing, video production can involve a lot of unexpected challenges. Personnel problems, for instance, can delay production. However, the biggest lesson is simple: you only have one chance to make a good impression. Duncan’s reality show failed after the pilot aired, because it wasn’t a good show. Similarly, people will quit watching marketing material that isn’t interesting, as well.
Among marketers, there’s a fierce debate on whether you should use animated video or only deploy real people. According to Jayson Duncan, that depends on your purposes. For instance, a corporate introduction video should always include real people, preferably high level employees. On the other hand, explaining something complex might be done better with animation. When using real people, it isn’t necessary to hire professional actors. Several techniques can help employees perform well, including formatting the video as an interview. On the other hand, professional actors can be hired through an agency. No matter your choice, be sure the video is professional.
While many companies have videos on their websites, a large amount of video marketing is hosted on social media. These platforms are also the biggest way that customers find videos outside of traditional media.
Here, Vinay Koshy gives us what’s best described as a “how and why” tutorial. First, he contends that social media video marketing is critical to your success, and gives us some statistics on why that’s the case. Second, Koshy discusses the different types of social videos and how to implement them. Types explained are: live video, explainers, behind the scenes, Q&A, tutorials, and events.
Although the above categories cover most of the video marketing knowledge on my website, there are a few things that remain to be said. For instance, much of what’s already been said is ineffective in China, the worlds 2nd largest economy. And, YouTube isn’t just for millennials. Here are those posts.
I believe that having a YouTube channel is important to every professional’s personal branding. There are several reasons for this: First, you can share your expertise through video, which is highly effective. Other benefits include the ease with which you can get yourself found, and the ease with which you can use the platform. This isn’t something you should miss out on.
In 2026, 91% of businesses use video as a marketing tool, and the content formats marketers rank highest for return on investment are all video. That makes video less a question of whether and more a question of how. After…
![The Ultimate Guide: How to Create a YouTube Channel from Start to Finish [2026]](https://nealschaffer.com/wp-content/uploads/dd740583-4df3-44d9-b360-ba23cd577faf-768x577.webp)
With 2.7 billion monthly active users, YouTube is the world’s second-largest search engine and a legitimate business opportunity. Think about it: that’s more than a third of the global population potentially watching your content. Whether you’re building a personal brand,…
YouTube creators can earn real income through multiple revenue streams once they meet specific eligibility thresholds. The platform offers everything from traditional ad revenue to fan funding, channel memberships, and brand partnerships. But here’s what most creators get wrong: they…
Let me be direct with you: the question “how much does YouTube pay per view?” sounds simple, but the answer is anything but. I’ve spent years helping entrepreneurs and content creators build their digital presence, and this is one of…
Video blogging works when you focus on three things: your smartphone camera, a clear niche, and consistent publishing. You don’t need expensive equipment to start a successful vlog. Most creators begin with the camera in their pocket and add gear…
Video has become the heartbeat of social media marketing. Whether you’re building your brand, nurturing leads, or driving website traffic, social media videos offer small businesses an unmatched way to connect with customers on a personal level. Nevertheless, many entrepreneurs…
Short-form video platforms like TikTok and Instagram Reels are undeniably popular, but reliable platforms like YouTube remain essential for marketers and businesses. With the right plan and creativity, YouTube delivers exceptional results, backed by compelling stats that showcase its lasting…
Video content has become one of the most powerful ways to connect with audiences, educate customers, and grow a brand. No matter how engaging your video is, however, it won’t generate leads or awareness if no one can find it.…
YouTube has become the fastest-growing platform for podcast consumption. In 2025, 40% of podcast consumers report YouTube as their primary app for podcasts, surpassing Spotify and Apple Podcasts. This isn’t just a trend. It’s a fundamental shift in how audiences…
You don’t need to show your face to make money on YouTube. While everyone else is obsessing over ring lights and camera angles, smart creators are building profitable faceless channels using automation systems that work around the clock. After spending…
When people talk about social media, YouTube often gets left out of the conversation—despite being the second most visited website in the world. As a Fractional CMO and someone who’s helped brands build deeper relationships through digital content, I believe…
YouTube stands as a content creator’s gold mine. With 2.53 billion monthly active users, the platform offers unmatched potential to grow your audience and establish your brand. The problem isn’t understanding the potential: It’s often a lack of YouTube video…
Nowadays, more than ever, video content is vital for enticing potential customers. Young generations, in particular, spend countless hours on social platforms, checking out viral YouTube, TikTok, and Instagram videos. Whether you’re a marketer, content creator, or business owner, having…
I have been blogging since 2008 and started getting serious about my own YouTube channel more recently in 2022, so I often get asked this question of blogging vs vlogging. Both mediums have unique advantages and cater to different audiences,…
As you well know, eye-catching video content is critical for reaching target audience and boosting audience engagement. Regardless of the video post you’re trying to make, the right editor can make all the difference. These animation tools equip you with…
As a Fractional CMO, I am always encouraging my clients to publish more and more videos to take advantage of the increased visibility your content and company can get on TikTok, Instagram, and YouTube. In the past, creating videos was…
Making a career on YouTube is a dream for many young people. Unfortunately, selling products can be daunting early on. This is why many creators rely on ad revenue to keep them going during the initial months. Fortunately, there are YouTube…
There is a growing trend of content creators and businesses that are looking to take advantage of AI to make their content available globally through the use of AI translation. If you are considering the same, and have a YouTube…
Do you want to learn how to improve your YouTube SEO so that more people can find your content? If so, you’ve come to the right place! Regardless of your industry and marketing goals, there’s no doubt plenty of room…
YouTube has long been a place where people can create awesome content and then monetize it for extra cash. However, in the past few years, top creators have been able to make enough to quit their day jobs – so…
If you want to simplify your video content creation process, consider using AI script generators. These tools are simple and easy to use, making them ideal for most content creators and businesses. What is an AI Script Generator? AI script…
Video summaries are the fastest way to consume long-form video content. Fortunately, there are tools that exist that can make it even faster! Enter the YouTube video summarizer tool, platforms which pinpoint the most important talking points within a piece…
Having accurate transcripts is vital for boosting your video marketing efforts. Having subtitles for your video are vital for grabbing the attention of people with hearing impairment. They also assist foreign-born viewers who might not understand everything you say. In…
We’ve known for a long time that content is king in marketing, in whatever form it takes; however, of all of the major digital content forms (text, audio, photo, video), video has become the most popular (especially in its short-form…
AI videos are enjoying an increase in use from companies of all sizes, in all markets. Although AI content is often discussed from the perspective of entertainment and individual social media use, artificial intelligence is immensely useful in developing videos…
Have you ever tried to sell a product using a video? Maybe you’ve seen some of those “how-to” videos where someone shows you how to cook a dish or clean a house. These kinds of videos work because they show…
No matter what kinds of videos you watch on YouTube, most of them need to compete with other videos in the algorithm. Like a regular search engine, YouTube serves up relevant videos based on keyword search. But unlike a regular…
One of the best ways to speed up your video creation process is by using AI-powered tools. With these programs, you can create incredible content in just a fraction of the time you would need otherwise. Even better, you don’t…
AI video enhancing tools are a fantastic option for any business wanting to produce the highest quality video content that they can. The software provides enormous value to bigger blogs and social media influencers who want to simplify their content…
Video marketing is one of those strategies that most companies have under-invested in despite its many business benefits. It’s been growing in popularity for years and, with the immense popularity of TikTok, doesn’t seem to be slowing down anytime soon.…
With an AI YouTube video maker, you can create incredible posts for your website and social media. These tools can cut down your daily video production by several hours allowing you to focus on other, more profitable activities. Is It…
These days, making money on YouTube has a lot of appeal. After all, a lot of people think that top YouTubers can spend just a few hours a day creating content, then rake in a fortune. The truth is that…
No matter the length, it’s clear that video is a very popular form of content. In addition, the video medium is highly versatile for content creators. Depending on your platform, interests, and goals, you can make dynamic content like tutorials,…
Similar to other digital marketing tasks, AI-powered technology is already having a major impact on video creation and editing. These types of video editor software tools can automate various processes that would previously take you hours upon hours to finish.…
Social media is fascinating. It always presents users with new features and varying content types to entertain your audience and build your online presence. One such new feature is YouTube’s version of TikTok — “YouTube Shorts” (aka Shorts YouTube). It…
It goes without saying that video is an increasingly highly valuable area of content marketing. That this is true isn’t surprising: people love to be shown how to do cool things, they can watch videos while enjoying a hobby, and…
On YouTube, one of the hottest new features is Shorts. This is unsurprising when you consider that industry trends are in the direction of shorter videos. Although short videos have been around for a long time in the form of…
The explosion of the TikTok platform has forced many content creators to reconsider their strategy. While almost all of them previously devoted hours and hours to making long-form tutorial or explainer videos, we are seeing more and more short-form content…
While most of us are used to making videos for YouTube, Shorts are much newer. Primarily a response to other platforms with their short-format videos, these pieces of content are intended for people to enjoy and then school on by.…
As content creators and marketers, we should all be focused on the quality of our content. After all, poor-quality content is unlikely to receive the quantity and type of engagement that we need. And of course, it is that engagement…
As nearly everyone in our industry knows, video marketing is hot. Really hot. In fact, video marketing has been slowly taking over multiple social networks due to its overwhelming popularity. Although at one time it was expensive to produce, nowadays,…
These days, short-form video is very popular. The advent of TikTok, Instagram Reelz, and other changes in the marketing industry means that video is hotter than ever. And this trend has transitioned to the marketing world, as well. These days,…
If you’re wondering how to get more views and clicks on your YouTube videos, you need a stellar YouTube thumbnail. In fact, it’s non-negotiable. After all, you’ve invested significant time, creative energy, and money to create a beautiful YouTube video…
Whether you’re a professional who makes videos as part of your work, an amateur YouTuber, or even just a viewer, viral videos are often lots of fun. As a professional or a YouTuber, having your videos go viral can be…
YouTube has clearly become one of the most rapidly growing digital platforms. In the last few years, vlogging and YouTube marketing have become increasingly popular. Organically building your YouTube channel can help you reach a greater audience and bring attention…
These days, video is an increasingly valuable part of most brands’ advertising and marketing efforts. Whether you’re doing a video for content marketing, customer education, or overall PR, brand video is increasingly important for building relationships with existing customers and…
Getting more views on YouTube videos can seem like an impossible task, especially when you’re just starting your channel. While other creators in your niche are getting hundreds of thousands or even millions of views, you get ten or twenty,…
Social media has been cool for over twenty years now. Although it started mainly as a way to network and keep in touch with family and friends, nowadays social media is an important place to do business. This is true…
For centuries, people have wanted to be rich and famous. And it used to be that this was difficult to pull off: the cost of publishing, producing music, or becoming a politician were prohibitive for most. However, the Internet Age…
A lot of businesses, not knowing better, will take that video that they finally got recorded and simply upload it to YouTube together with a title and description. While on other social networks this is pretty much all you can…
Social media marketing in general is a highly effective way to reach out to customers and build a brand community. However, this is an area that has evolved quite a bit over the years. It used to be that simple…
Once upon a time, YouTube was primarily known as a source of amateur video. For instance, people showed off their pets and the latest teenage pranks. You could log onto YouTube and have a few good laughs before switching to…
The hardest part of creating a video is figuring out what to create. The next hardest part is bringing that idea back down to reality and making it something you can afford. I have recently launched a new YouTube reality…
Videos are useful for explaining a product, service or idea, and there are many different ways to create a video. One of the common questions companies ask about video is regarding using real people or some type of animation. Can…
Grab a free preview of my new book Digital Threads, the definitive modern marketing playbook for digital-first entrepreneurs and small businesses.
