Use video to answer a prospective customer’s real question, show how your offer works, and make the next step clear. Start by deciding whom you want to reach and what you want them to do; then choose a format, publish it where they are likely to find it, and measure the outcome that matches your goal. Video can help introduce a business, support consideration, or prompt an inquiry or purchase—but views alone do not show that it brought in new customers.
How do I use video to attract new customers?
- Define the audience and problem. Name the kind of customer you want to reach and the question, need, or obstacle your video will address.
- Choose one primary objective. Decide whether the video should introduce your business, explain a process, help people evaluate an offer, or generate a lead or sale. A video can support more than one stage, but a clear primary goal makes its message and measurement easier to plan.
- Make one focused video. Build it around the customer’s question or your offer rather than trying to cover everything the business does. Explain the value plainly and use a real demonstration, example, or customer account only when you can represent it accurately.
- Give viewers a next step. Tell them what to do—such as visit a relevant page, request a quote, book a consultation, or buy—and make the link or action easy to find.
- Publish where the audience can act. Choose a channel that fits the audience and objective: a website landing page, social media, email, or a paid video campaign may each make sense in different circumstances.
- Measure the intended result. Choose a relevant indicator before publishing, then review the quality and cost of results as well as their volume. Use the findings to improve the next video or its distribution.
This approach follows the practical distinction between creating future demand and converting people already considering a purchase. Google describes video as able to help with both, but its platform guidance and campaign examples are not proof that the same outcome will follow for every business (Think with Google, January 28, 2019; Think with Google, June 3, 2022).
What kind of videos should my business make to get more customers?
Choose a format by the viewer’s question and how close they are to making a decision. Wyzowl’s 2026 video marketing guide discusses explainer, social, testimonial, advertising, and product-demo videos; the best choice for a particular business depends on its audience, offer, budget, channel, and sales cycle (Wyzowl, updated January 19, 2026).
| Format | Useful when the viewer wants to… | Possible next step |
|---|---|---|
| Explainer | Understand a problem, service, or process. | Read a relevant guide or learn about the offer. |
| Product or service demo | See how an offer works and whether it fits their needs. | View details, request a quote, or start a trial if one is genuinely available. |
| Customer story or testimonial | Hear how another customer experienced the offer. | Explore the offer or speak with the business. |
| Social video | Get a concise answer or useful idea in a social feed. | Visit a page, follow the account, or take another clearly stated step. |
| Direct-response ad | Act on a specific offer or need. | Complete the action named in the ad, such as submitting an inquiry or purchasing. |
Use customer stories only when you have permission and an authentic account to share; do not invent a testimonial or imply a result that has not been established. A short video may be a useful way to explain an offer, but there is no universally optimal duration supported for every audience and objective.
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How should the video hold attention and prompt action?
Google’s ABCD framework for YouTube video ads stands for Attention, Branding, Connection, and Direction. In practical terms, get to the subject quickly, make the business recognizable early, keep the message focused and human, and tell viewers what to do next. Google also recommends using audio and text to support the story and reinforcing an on-screen call to action with voice-over. These are Google’s recommendations for YouTube ads; they are useful creative considerations, not a guarantee of performance (Google Ads Help: About the ABCDs of effective video ads).
- Attention: Open with the customer’s question, problem, or the result the video will demonstrate.
- Branding: Introduce the business or product early enough that viewers know who is speaking.
- Connection: Explain the point in direct, accessible language and show relevant details rather than making broad claims.
- Direction: State one concrete action and make it easy to complete.
Where should you publish and promote the video?
Match distribution to the audience and action. A landing-page video can support evaluation where a prospective customer is already learning about an offer; social posts can help people discover useful content; email can deliver a video to people already on a list. Paid distribution may help reach a defined audience, but its costs and results depend on campaign setup and market. Plan where the video will appear before production so its format, message, and call to action fit that destination.
Google’s published examples illustrate ways to combine reach and response rather than relying on one stage alone. Marley Spoon paired awareness-oriented creative about its service with direct response and sign-up links; Axis Bank used customer questions and search intent to shape content and audience selection; Adidas sequenced long-form video, a six-second bumper, and a product video; and the International Rescue Committee paired reach activity with remarketing. These are campaigns by particular advertisers, not forecasts for another business. Google reported that the International Rescue Committee campaign was associated with a 42% increase in new donors and 19% revenue growth; that result belongs to the campaign example described by Google, not a general expected return (Think with Google, June 3, 2022; Think with Google, January 28, 2019).
What should you measure to know whether video brings customers?
Set the measure before filming, and make sure it reflects the objective. The right KPI depends on the sales cycle and tracking available; there is no single universal measure for every business.
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| Objective | Useful indicators to consider | What they do not establish by themselves |
|---|---|---|
| Awareness | Reach or other awareness indicators. | That viewers became qualified prospects or customers. |
| Consideration | Relevant engagement or qualified visits to an offer page. | That engagement will turn into a purchase. |
| Customer acquisition | Attributable leads, sign-ups, or purchases where tracking is available; review cost and lead or customer quality as well as volume. | That every conversion was caused by the video, especially where attribution is incomplete. |
Views can show that content was watched, but cannot by themselves demonstrate new-customer acquisition. Use a suitable tracking setup for the action you care about, and interpret results in light of other marketing activity and the length of your sales cycle. Google cautions that conversion reporting can lag and daily results can be volatile; its guidance recommends assessing trends over a longer period rather than reacting to incomplete daily data (Google Ads Help: The YouTube Performance Four).
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What do published video-marketing results actually mean?
Survey and campaign statistics can provide context, but they are not a promise of results for an individual business. Wyzowl’s 2026 guide reports that 63% of surveyed people preferred short video for learning about a product or service, 82% of surveyed marketers agreed video gave them a good return on investment, 83% said video marketing had helped increase sales, and 82% of surveyed people said they had been convinced to buy after watching a video. These are findings reported by Wyzowl from its Video Marketing Statistics 2026 survey, not independently verified forecasts for your campaign (Wyzowl, updated January 19, 2026).
Google’s current YouTube Performance Four guidance says advertisers using at least three of its four recommended practices saw, on average, over 40% more conversions and 30% higher conversion value in Google’s analyzed advertiser results. This is a platform-reported finding tied to Google’s recommendations and analysis; it is not an independent cross-platform benchmark or a guarantee for a particular advertiser (Google Ads Help: The YouTube Performance Four).
Similarly, Google reported that a Marley Spoon campaign in Australia produced a 25% lift in brand awareness, a 49% lift in ad recall, nearly 10 times the search volume, and a 52% incremental uplift in conversions. Think with Google published those figures in 2019, citing campaign data from April–May 2018; they describe that campaign, not the result another business should expect (Think with Google, January 28, 2019).
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How much should you spend, and what equipment do you need?
The available evidence does not establish a universal video budget or show that buying equipment improves customer acquisition. Begin with the simplest production approach that can communicate the offer clearly. If recording spoken video, prioritize intelligible audio; Google’s creative guidance supports using audio as part of the story, but it does not endorse a particular microphone. Budget for production and distribution according to your own audience, sales economics, and ability to measure results. Avoid treating a survey average or another company’s campaign return as a forecast for your business.
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Frequently Asked Questions
Can one video help with both awareness and sales?
Yes. A video may introduce the business and also direct interested viewers to an offer, but plan a primary objective and measure it separately from reach.
Does video marketing guarantee more customers?
No. Results depend on the audience, offer, creative, distribution, tracking, and sales process; views or survey averages do not guarantee customer acquisition.
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