A Closer Look at Video Marketing

Jamie Perez • December 27, 2024

As video becomes a more and more popular way of marketing for businesses, it’s great to know WHY this trend has grown so much in recent years. In this blog post, we’re going to break down a report done by Wyzowl that took a deep dive into how businesses feel about video marketing, how they’re using it, how consumers are engaging in it, and the results it produced for those who used it.

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The first part of the report I want to dive into is this: 91% of businesses that participated in this survey use video marketing. That’s HUGE. But if you slide to the next screengrab from this report, they also dive into why businesses decide to NOT use video marketing. A majority say they don’t have the time to create content themselves. BUT AGAIN, if you slide to the third image, they also found that 70% of businesses who didn’t use video marketing in 2022, switched over to utilizing it in 2023. Let’s look at why:

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Most people say watching a video led to them wanting to learn more about a product or service, and in many cases, even led to them purchasing something. According to this same report, 91% of people wanted to see MORE video from brands online. Implementing videos to your video marketing strategy generally leads to more clients, longer time spent on your website, and an increase in brand awareness.

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So for all the businesses that DID engage in video marketing, here are a few key results:

  • 91% say it helped increase traffic to their website
  • 90% say it helped generate leads
  • 87% say it led to an increase in sales
  • 87% say it led to increased amount of time spent on their website
  • 95% say it helped increase brand awareness

You can review the rest of the stats to see more key points for yourself, but I think you get the idea. Video marketing can do wonders for your business. Many of the reasons businesses give for not implementing video are all solvable issues. You can hire a videographer to do it if you don’t know where to start or don’t have the capacity to do it in-house. Video is an investment in your business’s growth and just like any marketing technique, it takes a bit of money upfront to see better results. With more and more people utilizing video marketing, it’s time to get in the game. People spend an average of 17 hours per week viewing video content online (this stat was also taken from that Wyzowl study). Make sure your business’s video is one of the ones making its way to their eyes and ears.

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Here's Why Nonprofits Should Be Sharing Donor Stories

By Jamie Perez • May 29, 2025
Most of the time when nonprofit organizations are sharing stories, we are hearing from staff members, the founder and clients. All of these are perfectly fine stories to tell... but what about sharing the donor stories? When a nonprofit has regular donors, there's probably a story behind WHY they believe in your cause so much. There's a heartfelt element to why out of all the nonprofits they could donate to -- why do they choose YOURS to give to time and time again? They most likely relate to your mission. They believe what you believe about a problem that needs to be addressed and they wanted to be part of the solution. Maybe they went through a traumatic situation that your organization is helping people solve. Get to know your donors. Be curious. They're just as much a part of your organization as your staff and clientele. By sharing their stories, they not only feel more involved in an organization they already care so deeply about, but it also could be a great way to attract MORE donors who can relate to their story. Donors give because of stories -- their gifts don't come from coercion; they come from emotion, a desire to connect. It opens up a relationship and this is how wallets open and lives are transformed. People want to know they belong to something and that they're making a difference. It feels good for anyone to know they're needed, wanted and appreciated. Show them the impact of their gift through storytelling. Don't just focus on them when you need something from them. Engage them. Make them part of the organization's journey. To help get you started, here are a couple questions that could ignite some great soundbites when interviewing your donors: What happened in your life that makes you so compelled to support our cause? Why is this need so important to address? With these questions, you're not only asking them to address the need that your organization is addressing, but you're still focusing on THEIR story. By bringing them along this journey and asking these questions, it helps remind them why they give monetary gifts to you. And their story and their reasons could encourage others to do the same. BE CURIOUS. THESE ARE THE TYPES OF STORIES THAT ARE NEVER TOLD BECAUSE WE NEVER ASK . By being curious, sharing THEIR story, you're showing them you not only care about them helping your cause, but you care about them as people. And who doesn't like to share their story with someone who is truly interested?
Owner of Beyond Words Jamie Perez interviews woman on camera in studio setting

3 Tips for Ethical Storytelling

By Jamie Perez • April 30, 2025
Owner of Beyond Words Jamie Perez interviews woman on camera in studio setting
A person is holding a video camera on a tripod.

Three Mistakes Organizations Make When Creating Video

By Jamie Perez • April 28, 2025
We see this time and time again... organizations wanting to tell an emotive story through video and then being disappointed that the final product wasn't as heart-tugging as they'd hoped. This mainly happens for three reasons: 1. Controlling the narrative. There are too many cooks in the kitchen. Organizations want to include everyone in the conversation and then there's too many opinions on what should be included in the video, who should be included, what should be shown, etc. This convolutes the message and becomes a jamboree of information and takes away from the natural flow of what the true story should be. 2. Trying to fit everything into one video. Organizations often don't think about what it truly means to tell a story. It's not talking about all the facts and features of the organizations, the different types of programs, showing the building, etc. We don't need to know everything about you. We KNOW you're doing incredible work, but we can read the facts and figures through the caption or text on your website. What we want to see and feel is the stories and emotions that accompany what you do. Which brings us to the next point... 3. Focusing on the features rather than the people. While it's great to inform people of the logistics of your organization -- those things are often not unique and they don't really retain people's attention. What does accomplish these two things, however, is gripping people by the heartstrings by focusing on one or two people's stories to show the audience the impact you make. It's not about telling me all the generalities of your organization. We really need to hyperfocus on ONE story that embodies the difference you make in people's lives. Remember what a story truly is. It has characters, it follows a journey, it presents a problem, a solution, has layers, and evokes emotion. If your videos are mostly just a summary of what you do as an organization, then you haven't really told a story. You've told me WHAT your organization does. The true heartfelt stories are always found in the WHY.
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