Video has become one of the most powerful tools in digital marketing. From social media ads to in-depth product demos, video can help build brand awareness, drive engagement, and increase sales. But while video is a versatile and impactful medium, it’s not the right choice for every business or every marketing campaign. Knowing when to use video (and when not to) can save you time, money, and ensure that you get the best possible results.

Here’s a guide on when video is a great choice for promoting your business—and when you might want to explore other options.

When to Use Video to Promote Your Business

1. When You Want to Engage and Capture Attention

Video is one of the most engaging forms of content. Studies show that people are more likely to watch a video than read a long blog post or article. If your goal is to capture attention quickly and engage your audience, video is the way to go. Platforms like YouTube, Instagram, and TikTok are designed for video content, and audiences on these channels expect dynamic visual content.

If you have a new product or service to introduce, a video can effectively showcase its benefits in a way that grabs attention. Whether it’s a quick social media teaser or a longer YouTube ad, video can tell a compelling story and hook your audience right away.

2. When You Have a Complex Message to Convey

Some concepts are best communicated through visuals, and video allows you to combine both sight and sound to explain complex ideas or processes. Whether you’re explaining how your product works, outlining your business’s unique selling points, or providing a tutorial, video allows you to break things down and make them easier to understand.

For example, explainer videos or how-to videos are highly effective for businesses that offer products or services that require a bit of explanation. They allow you to showcase the step-by-step process or highlight key features in a way that written content can’t.

3. When You Want to Build Brand Personality and Trust

Video is an excellent medium for showcasing your brand’s personality and building trust with your audience. Consumers want to connect with businesses on a human level, and video allows you to showcase your team, your office culture, or your founder’s story. This personal connection helps to build trust, making customers more likely to choose your business.

Behind-the-scenes videos, team introductions, or customer testimonials all help convey authenticity, allowing potential customers to feel more confident in your brand.

4. When You Want to Boost Conversions

Video is proven to boost conversions. Whether it’s landing page videos, product demos, or customer testimonials, video has been shown to increase click-through rates and drive more sales. In fact, studies have shown that adding a video to your landing page can increase conversion rates by up to 80%.

If your goal is to persuade your audience to take action—whether it’s signing up for a newsletter, scheduling a consultation, or making a purchase—video is an effective tool to do just that.

5. When You Want to Maximize Social Media Reach

Social media platforms prioritize video content, and videos tend to get more organic reach and engagement than static posts. If you want to improve your presence on social media, creating video content tailored to each platform is a smart move. Short-form videos (like Instagram Stories or TikTok clips) can boost brand visibility and drive traffic to your website, while longer videos on Facebook or LinkedIn can engage your audience and start conversations around your brand.

When Not to Use Video to Promote Your Business

1. When You Have Limited Resources

Creating high-quality video content requires time, effort, and resources. From scripting and filming to editing and optimizing, the process can be labor-intensive, especially if you’re aiming for professional-quality results. If your budget is tight, and you’re unable to commit the necessary resources to producing a polished video, it might be better to stick to other forms of content that require fewer resources, like blog posts, infographics, or social media posts.

2. When Your Message is Simple and Straightforward

If you’re promoting a simple, clear message—such as a discount offer, a quick announcement, or a straightforward product—video may not always be necessary. In these cases, text or image-based content can do the job just as effectively. For instance, a social media post announcing a sale can be just as impactful with a simple image or graphic as it would be with a video. Avoid the temptation to use video just because it’s trending. If your message doesn’t need a visual medium, text may be more efficient.

3. When Your Audience Prefers Written Content

Not all audiences prefer video. While younger generations are more likely to engage with video, some demographics may still prefer reading over watching. If your target audience tends to consume content in a more traditional manner, such as through emails or reports, then video might not be the most effective way to reach them.

Also, consider your audience’s environment. Some people may not be able to watch videos (e.g., they’re in a public place without headphones or at work), and a blog post or article might be more appropriate in this case.

4. When You Don’t Have a Clear Goal

Before jumping into video production, you need to have a clear purpose for the content. If you’re not sure what you want to achieve with your video, it may end up being a waste of time and money. Video should have a specific goal—whether it’s to educate your audience, increase brand awareness, or drive conversions. Without a defined goal, you might end up creating a video that doesn’t resonate with your audience or align with your overall marketing strategy.

5. When You Don’t Have a Strong Distribution Strategy

Video content is only effective if it’s seen by the right audience. If you don’t have a solid distribution plan in place—whether it’s paid ads, social media sharing, or email marketing—you may not reach your target market. Creating a video without a clear strategy for how it will be distributed and promoted can lead to underwhelming results. If you’re not ready to promote the video effectively, you may want to reconsider creating it.

Conclusion

Video can be a powerful tool to promote your business… if used strategically. It’s ideal for capturing attention, conveying complex messages, building trust, and driving conversions. However, it’s not always the right choice, especially if you have limited resources, a simple message, or an audience that prefers written content.

The key to success with video marketing is understanding when it’s appropriate to use it and ensuring that it aligns with your business goals and audience needs. By being thoughtful about when (and when not) to use video, you can make sure you’re investing your time and resources in the right marketing strategy that will truly move your business forward.