Not just as a format, but as a force reshaping how brands communicate, build trust, and convert attention into action.
This isn’t just about flashy reels or viral TikToks. It’s about how people choose to consume information, and how businesses need to adapt if they want to stay visible and competitive.
In this piece, I’m digging into what’s really driving this momentum, what it means for businesses of all sizes, and how to approach marketing videos in a way that’s actually strategic—not just reactive.
What is video marketing, really?
Ask ten marketers to define video marketing, and you’ll probably get ten different answers. For some, it’s product explainers on YouTube. For others, it’s running pre-roll ads or going live on Instagram.
And they’re not wrong—but they’re also not quite getting to the heart of it.
At its core, video marketing is about using video content, in all it's forms, to communicate with your target audience, build connection, entertain, and meet your business goals.
Of course, video marketing is not new. It has existed for many years. But what’s changed is this: a marketing video used to be a one-off. A splashy video marketing campaign, a launch asset, something that lived outside your day-to-day content strategy.
But now? Video is the content strategy.
As Fredrik Strömberg, CTO at Storykit, puts it:
"In less than a decade, video has gone from being an extravagance to something that the audience demands in every situation."
It’s baked into how brands show up across platforms—not just as hero content, but as an ongoing, agile presence for building trust. From short-form social stories to thought leadership clips, internal comms to recruiting, the smartest brands are no longer treating video as a nice-to-have.
They’re building their entire marketing engine around it.
→ Further reading: The power of video content marketing in today's digital landscape
Why use video for marketing?
There’s no question that video has become the dominant language of the internet—and consumer behaviour is driving that shift. People simply prefer video. It’s fast, engaging, and more memorable than static content or text alone.
And the numbers back it up:
- People watch an average of 17 hours of online videos per week.
- On Twitter, tweets with video get 10 times more engagement than tweets without video.
- On LinkedIn, video get 5x more engagement that normal posts.
- Over 500 million users watch Facebook videos each day.
- 87% of Instagram users take action after viewing a video ad.
- Around 83% of consumers want to see more video content from brands.
These aren’t just interesting stats, they reflect a fundamental shift in how audiences want to connect. For businesses, this presents a powerful opportunity: to show up in a way that feels natural, relevant, and impactful.
→ Further reading: Navigating top video marketing challenges [What I wish I knew earlier]
How to use marketing videos for your business
Over the years, I have seen one thing trip up businesses more than anything else with video: they make it too complicated. They think they need a creative reset or a brand-new playbook to make video work.
But in reality, you don’t need to start from scratch, you just need to shift how you think about content.
If you have something valuable to say, and most businesses do, video is the best way to share it. And to do that well, there are two key mindsets that make all the difference.
Transform your existing messages into video
Why do you create blogs? Why publish white papers, write reports, build case studies, or attend events? It’s not for fun. It’s to share insights, deliver proof, build authority, spark interest, and move people closer to your product.
Yet when it comes to video, a lot of businesses hit pause. They overthink it. They assume they need a brand new strategy, entirely new messages, and big creative swings.
But here’s the truth: you don’t need to reinvent the message—you just need to change the format.
The real opportunity in video marketing isn’t about saying something different, it’s about saying the same things more powerfully, in a format people actually consume.
Your key stats, your best proof points, your customer wins, they all hit harder and stick longer when delivered through video. In fact, people retain up to 95% of a message when they watch it in a video, compared to just 10% when reading it in text.
So don’t treat video like it’s separate. Use it to amplify what’s already working, and help it go further.
Create a lot, not a little
Of course, your videos should live across your ecosystem—on your website, in your emails, inside your product, and anywhere else they support the journey. But when it comes to where people actually discover and engage with your brand today, social media platforms are the place to be.
And in that environment, attention spans are short. People aren't sticking around for long, bloated videos that try to cover everything at once. They want short, specific videos that meet them in the feed, in the moment, with just enough value to stop the scroll.
And the data backs it up: short-form videos generate 2.5x more engagement than long-form videos, making them one of the most effective formats for attention and interaction
In addition, a recent Buffer study analysing over 100,000 users across Instagram, TikTok, Facebook, and LinkedIn found that the most consistent posters earned 5x more engagement per post than those who published inconsistently.
Viral videos are rare. One big hit won’t take you the distance. What actually works is showing up consistently, with a steady stream of useful, engaging content.
If you want to make an impact, create a lot of short videos and post often. Thought leadership takes, product tips, behind-the-scenes clips—this is how modern brands build brand awareness and trust through video.
As Heidi Bordal, Community Manager at Storykit, puts it:
“You are competing with a lot of content, and you need to not be afraid to post a lot and the same stuff over and over again. This is the only way you'll make an impact."
→ Here are 11 reasons why you should be creating more video.
Video marketing success stories
One of the best ways to succeed with video is to learn from the people who are already doing it well.
You don’t need to guess what might work—just look at the brands and teams who are already using video in smart, strategic ways. What types of videos are they creating? How often are they posting? How are they using video across different channels?
Here are a few video marketing success stories that I think are worth paying attention to. Use them for inspiration—and as a reminder that you don’t have to reinvent the wheel. You just have to get started.
Waybler's video marketing success story
Waybler focused on driving brand awareness on LinkedIn through high-frequency video posts. Repurposing website content into various videos, they committed to consistent posting.
This strategy led to significant growth in reach and engagement.
They found that frequent posting generates more total views from multiple videos compared to a single, powerful video. Waybler's approach proved that consistent, high-volume video content can effectively boost brand visibility and engagement.
→ Read the full Waybler case story here
Canon's video marketing success story
Canon aimed to make their products more emotionally engaging to attract potential customers and improve their employer brand to attract talent.
They tackled the challenge by leveraging video to tell their story and evoke emotions quickly and effectively.
As a result, Canon significantly amplified their video production, leading to a notable surge in audience engagement and a stronger connection with their brand philosophy of "Kyosei," which means "living and working together for the common good."
→ Read the full Canon case story here
Almi's video marketing success story
Almi, a Swedish business development company, aimed to maintain an active presence on social media by reaching the right people with the right message.
They faced challenges with traditional video production methods, which were costly, time-consuming, and complicated. By shifting to in-house video production, Almi significantly increased their output, creating one video daily.
This consistent production rate led to a noticeable increase in engagement, especially on Facebook, and allowed them to better convey complex information. The success of this approach encouraged Almi to teach video production across their organisation, further enhancing their communication strategy
→ Read the full Almi case story here
Marketing video examples
Here are a few more examples of the kinds of videos you can create as part of your video marketing strategy. We made them just by repurposing content that we already have.
1. Homepage → video
2. About us page → video
3. Product overview → video
4. Blog key takeaways → video
5. Case study → video
→ Want to see more? Check out all 22 videos here.
How to create all the videos you need
Now we’re at my favourite part: how to actually create the videos that will help you succeed.
I’ve read so many articles that say things like:
“When creating videos, make sure to use good editing software like Adobe or iMovie. Add dynamic imagery! Don’t forget subtitles!”
And sure, that’s all good advice, in theory. But let’s be honest: if you're just getting started, where do you even begin with all that?
Most people aren’t video editors. And if you’re creating videos for your brand, the last thing you want is for them to look like they were made by an amateur. People expect a certain level of quality, and your content needs to meet that standard.
One popular approach is the webinar-style video—just talking into the camera, sharing your perspective, and trying to land some key insights. And that can work. But those videos are harder to make than they seem. They require structure, clarity, and more editing than most people realise.
So what’s a better way to do this?
In my experience, the best and most scalable option for creating effective videos is test-based video creation using a tool like Storykit. It basically automates the entire video creation process for you.
Here's how it works:
1. Turn one piece of text into a finished video (or several)
Let’s say you’ve got a blog post, a report, a case study, a press release—whatever it is, you can take that text and turn it into a completely finished video with Storykit. Or, if you want, you can create multiple videos from that same piece of content, like a series of takeaways, stats, or quotes, in just a few clicks.
You paste in your text, pick the kind of video you want to create (something like “3 key insights” or “quick highlights”), and the system does the rest. It builds a full video for you—script, visuals, transitions, music—all styled to your brand.
What I like is that you’re not starting from scratch. You’re starting from what you already know, and the tool helps you shape it into something people will actually watch.
2. Make it yours with easy edits
Once your video is generated, you’re not locked in—you can change anything you want.
Personally, I love that I can tweak the script, swap out visuals, adjust the music, or even add a voiceover if I want to. You have full control over the final result, the background assets, the layout, the timing, the style, all of it.
Sometimes I want to keep things super simple and hit publish right away. Other times, I want to dial it in a bit more. Either way, the flexibility is there, and I never feel like I’m stuck with something that doesn’t feel right when creating content.
It’s that mix of speed and creative control that makes it work — especially when you’re creating videos regularly.
3. Export your video in the size you need for each platform
One thing that used to frustrate me was making a great video and then realising I needed three different versions of it just to share it everywhere I wanted.
Let’s say you’ve made a short video explaining your product’s key benefits. You’ll probably want to add it to your website, post it on LinkedIn, and maybe share it on Facebook or Instagram. That means different formats, different sizes, and often a lot of annoying resizing.
But with Storykit, that’s all handled. You can export your video in the exact format and size you need for each platform, without extra editing or starting from scratch.
Final thoughts
I’ve said it a few times in this piece, but it’s worth repeating: video doesn’t have to be complicated. You already have the messages—you just need to put them in a format people actually want to consume.
Video marketing isn’t about doing something totally new. It’s about making what you’re already doing more powerful, more visible, and more likely to stick. That’s the real opportunity.
