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Businesses use video to introduce themselves, explain what they offer, build trust, support buying decisions, and help customers after a sale. The best format and channel depend on the audience and the job the video needs to do—not on a promise that video will automatically increase revenue.
How can video help a business grow?
Video can support several stages of the customer journey: discovery, evaluation, purchase, and ongoing use. It gives a business a way to show a product or process, answer common questions, and communicate in a format many people already watch.
Wyzowl’s 2026 State of Video Marketing report says 91% of businesses use video as a marketing tool and 93% of surveyed video marketers consider it an important part of their strategy. The report is based on 266 unique respondents surveyed in late 2025, including marketing professionals and online consumers. These are survey findings, not a census or controlled test. Wyzowl reports that marketers believe video helped them achieve business outcomes; it does not establish that video alone caused those outcomes.
- Reach and discovery: Short social videos or ads can introduce a business, product, or point of view. Decide who should see the video and where they are likely to find it before scripting.
- Understanding and evaluation: Explainers, product demonstrations, and screen recordings can clarify a feature or process. Give each video one central question to answer.
- Trust and proof: Testimonials can let customers describe their experience. Get permission and represent what they said accurately; one customer’s result should not be presented as typical without evidence.
- Conversion: Sales videos and demos can show an offer in use and address objections. Include a clear next step and track qualified actions, not just views.
- Retention and support: Onboarding, how-to, and service videos can help existing customers. Look at completion, repeat support questions, and retention where those measures fit.
- Internal communication: Training and employee-onboarding videos serve staff rather than prospective customers, but can still be useful business content.
In Wyzowl’s survey, video marketers reported that video helped increase brand awareness (93%), web traffic (82%), leads (85%), sales (83%), and website dwell time (82%); 57% said it helped reduce support queries. These percentages describe respondents’ reports, not guaranteed results for another business.
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What types of business videos should you make?
Choose a format after defining the audience, the question or decision to address, and the action you want viewers to take. Wyzowl reports that respondents had created several types of video:
| Format | Share of surveyed video marketers who had created it | Useful job |
|---|---|---|
| Social-media video | 69% | Introduce a brand or offer and earn attention in social feeds. |
| Explainer | 68% | Make a product, service, or process easier to understand. |
| Testimonial | 57% | Share a customer’s perspective as proof, with permission and accurate context. |
| Presentation | 48% | Explain an idea or offer in a structured format. |
| Video ad | 48% | Promote an offer to a defined audience and measure the response. |
| Product demo | 39% | Show how a product works or help a buyer evaluate it. |
These are the formats respondents said they had made, not a ranking of which formats perform best. A screen recording can be a practical way to explain software; a filmed demonstration may suit a physical product; and a testimonial needs a real customer whose account can be represented fairly.
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How long should a business video be?
Wyzowl reports that 71% of surveyed marketers believe videos between 30 seconds and two minutes are most effective. In the same report, 63% of consumers surveyed said they prefer a short video when learning about a product or service, while 96% said they had watched an explainer for that purpose. Treat these as reported preferences, not a universal duration rule: a detailed demonstration, webinar, or training lesson may need more time. Judge length by whether viewers stay engaged and whether the video achieves its intended outcome.
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Use the platform your audience visits and that supports the video’s purpose. In Wyzowl’s 2026 survey, businesses most commonly said they uploaded video to YouTube (82%), followed by LinkedIn (70%), Instagram (69%), Facebook (66%), webinars (56%), and TikTok (40%). Surveyed marketers most often named YouTube as effective (69%), followed by Instagram (56%), Facebook (55%), LinkedIn (50%), and webinars (42%). These are respondents’ platform use and opinions, not universal rankings or proof that one platform is best for every business.
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- For searchable demonstrations and explainers: Consider a video destination where viewers can find and revisit the content, then share it through relevant customer touchpoints.
- For professional audiences: Test whether LinkedIn or a webinar reaches the people involved in your buying decision.
- For social discovery: Try a concise version on the social platforms your customers actually use, and make the opening understandable without assuming viewers already know your brand.
- For customer help: Put onboarding or how-to videos where customers can locate them when they need assistance.
Compare candidate channels by audience fit, discoverability, format, production effort, and the metric you can use to evaluate results. Start with a focused test and let your own performance data guide expansion.
How do you measure video marketing ROI?
Choose one primary outcome before production, then track activity and business results separately. A view can show exposure; it does not by itself establish that the video created a lead or sale.
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- Set the job: Decide whether the video is meant to build awareness, explain a product, generate qualified leads, support existing customers, or achieve another specific outcome.
- Pick the matching measure: Use reach or awareness for discovery; meaningful engagement or completion for education; qualified leads, clicks, or sales for acquisition; and repeat questions, retention, or completion for support and onboarding.
- Record a baseline or comparison: Where feasible, compare with a prior period, a similar audience, or another version of the content. Note other campaigns or changes that could affect the result.
- Track the path to action: Connect exposure to the next step—such as a visit, enquiry, trial, purchase, or support outcome—using the analytics and tracking available to your business.
- Review and adjust: If viewers leave early, the message may be too slow or mismatched to the audience. If views are high but qualified actions are low, revisit the offer, audience, and call to action before assuming you need more reach.
Among Wyzowl’s surveyed marketers, 67% said they measured video ROI using views, 63% engagement, 52% leads or clicks, 40% customer engagement and retention, 36% brand awareness or PR, and 32% bottom-line sales. Those figures show what respondents reported measuring; they do not establish that every measurement was attributable or rigorous. Wyzowl also reports that 82% of video marketers said video marketing gave them good ROI, a self-assessment rather than a controlled causal estimate.
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Should you make videos in-house or hire a production company?
There is no single best production model for every business. Wyzowl reports that 59% of respondents created videos themselves, 10% used external vendors exclusively, and 32% used a mix. The survey does not compare costs, quality, or results among those approaches.
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- In-house may fit: Routine updates, straightforward explainers, or teams with the skills and time to plan, record, edit, and publish consistently.
- External production may fit: Work that requires specialist filming, animation, or expertise the team does not have, especially when the stakes justify the added coordination.
- A hybrid approach may fit: Keep frequent, lower-complexity content with the team and bring in specialists for technically demanding or higher-stakes projects.
Consider internal skills and available time, complexity, publishing volume, brand requirements, and the value of specialist production. Expensive equipment is not a prerequisite for every video. If recording spoken video on a phone, an external microphone can be an optional audio accessory; check device compatibility and business needs before buying equipment.
What should you plan before publishing?
- Audience and purpose: Be specific about who the video is for and what they should understand or do afterward.
- One clear message: Keep the video focused on one question, decision, or task.
- Rights and permissions: Confirm that you have permission to use customer comments, footage, music, and other material included in the video.
- Accurate claims: Support product, performance, and customer-result claims; do not imply that an individual testimonial represents typical outcomes without evidence.
- Distribution and measurement: Decide where the video will appear and how you will assess the outcome before it goes live.
Wyzowl reports that 89% of surveyed consumers say video quality affects their trust in a brand. That finding does not show that a larger production budget automatically creates trust or sales. Clear sound, a comprehensible message, and accurate presentation matter to whether viewers can use the video.
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