How to Incorporate Video into your Business

Video is more present than ever in the digital space. Learn how individuals have turned to video to share knowledge.

August 08, 2022 | 12 min read time

How to Incorporate Video into your Business

Video has become more and more ubiquitous in the digital space. With approximately 65% of the world being visual learners, it comes as no surprise that businesses and individuals alike have turned to media streams to share their knowledge and voice. 

Today, video saturates the online world. What was once a way to share content for entertainment purposes has become a media realm for expanding the growth of businesses and reaching a number of people that were once deemed improbable. This makes it time to explore video marketing for business. But, how do you do that?

Read on as we tell you how video marketing can grow your business, including proven statistics to empower you. We will also tell you which marketing videos you can make, and how to make them easily with Zight. Finally, we will share a step-by-step guide to creating a reliable video marketing campaign.

What’s more? We also share a detailed e-book, How to Incorporate Video Into Your Business, to help you craft a good video marketing strategy. You can download it for free now. Its key takeaways:

  • How video can be used in a more personable manner to bridge the gap between the consumer and the business
  • How video content can create trust and authority 
  • How businesses can leverage video to educate on products and services
  • How video can keep customers happy

5 Supporting Video Marketing Statistics For Your Business

Do you want to get started with an effective video marketing strategy but don’t know how? Wondering how your target audience will interact with different types of video content? Let’s share the top 5 video marketing statistics to help you decide.

I) 91% of Businesses Use Video Marketing in 2023!

Wyzowl data shows 91% of businesses use video as a marketing tool. That’s a huge number, right? You, too, want to get started making awesome brand videos that help your consumers interact with your business better. Using video for marketing will help you stand out from your competition, and it has a good ROI too!

II) 92% of Video Marketers Get Good ROI from Video Marketing

According to Wyzowl, 92% of video marketers see a good ROI from using video content for marketing. This means that most video marketing is not only effective but also profitable.

III) 69% of Consumers Prefer to Watch Online Videos About a Product Or Service Before buying

According to LemonLight, 69% of consumers want to learn about a new product or service through a short video. So, if you want to capture the attention of your video audience on social media, you need to be creating short-form videos. Short-form videos are easy to consume and share, making them an effective way to increase engagement with your brand.

IV) Video Ads Are the #1 Way Consumers Discover A Brand They Later Buy From

According to Animoto, video ads help businesses reach a wider audience – the video footage helps people discover new brands they’ll buy from later. So, when you create video ads that showcase your products or services in an engaging and memorable way, you can capture the attention of your audience and increase the likelihood that they will remember your brand when they’re ready to make a purchase.

V) 37% of Companies Create Quality Video Content In-House

According to Hubspot, 37% of companies create high-quality videos for marketing in-house. As such, they eliminate the need for big budgets – like relying on marketing agencies to create and market good video content.

The good news is you can too! You can use the Zight software to create different types of marketing video content, including demo videos, how-to videos, and explainer videos in a few clicks.

7 Ways Video Marketing Can Help You Expand Your Business

Video marketing can boost your business in many ways. Here are the top video benefits you can enjoy once you have a good strategy in place:

I) You Will Increase Brand Awareness

Video ads introduce your brand to potential customers and increase brand recognition. When you create a high-quality video that showcases your brand’s personality and values, you create a deeper connection with your customers and stand out from your competitors.

II) You Will Boost Engagement

A video campaign will boost your brand’s engagement and capture the attention of your audience.

Videos are visually appealing and use vibrant colors and dynamic visuals to grab attention and keep viewers engaged. In addition, videos create an emotional connection by telling stories, showcasing real-life experiences, and presenting relatable scenarios. When people feel connected to your content, they are more likely to engage, share, and take action.

When you incorporate video into your marketing strategy, you will create an immersive and captivating experience for your audience, keeping them invested in your brand and increasing their likelihood of taking desired actions.

III) Video Marketing Will Drive Traffic to Your Brand

As seen above, video content marketing will improve brand awareness and boost engagement. As a result, these benefits will lead to better traffic to your website and social media channels.

By optimizing your videos for search engines and sharing them on digital and social channels, you can attract more visitors to your website and increase the likelihood that they will convert into paying customers.

Videos embedded on your landing page can increase visitor engagement, reduce bounce rates, and encourage viewers to explore more of your content. When shared on platforms like YouTube or social media, videos have the potential to go viral, significantly expanding your reach and driving traffic back to your brand.

IV) You will Increase Conversions

When you enjoy increased traffic to your website and social media platforms, the ripple effect is you’ll see more visitors converting. They will either buy or subscribe or do another action you intended your video content to compel them to do.

You will increase conversions by creating videos that enhance product and service understanding, create emotional connections, and build trust. In addition, ensure your videos have clever and compelling CTAs.

Such videos will captivate attention and convey your value proposition. When you create the best videos, your viewers will convert and you will expand your business!

V) You will Create an Emotional Connection With Your Target Audience

Unlike text-based content, videos allow you to convey emotions, personality, and storytelling. By telling compelling stories or showcasing how your products/services can positively impact people’s lives, you create a deeper emotional connection with your audience. This emotional bond can translate into increased trust, loyalty, and ultimately, more conversions for your business.

VI) Video Marketing Will Increase Your ROI

The statistics above show that video marketing teams enjoy higher ROIs when they create and share brand videos. In short, videos attract high-quality leads that are more likely to convert into paying customers.

You want to create videos that address the pain points of your target audience and showcase the benefits of your products or services. In return, you can attract leads that are already interested in what you have to offer and increase the probability that they will convert into paying customers.

VII) Videos Give You A Competitive Advantage

While video marketing is growing in popularity, many businesses still haven’t fully embraced it. By incorporating video into your marketing plan, you can gain a competitive advantage by standing out in your industry.

Engaging and well-produced videos will make your brand appear more professional, credible, and innovative. This can help you attract customers who are seeking businesses that go the extra mile to provide high-quality service.

5 Main Types of Videos You Can Make

5 Main Types of Videos You Can Make

When ready to launch a successful video marketing approach, you will need to make videos that will satisfy your business goals. So, here are the types of videos that work for most businesses that offer products or services.

The best part? You will only need one software to handle the creation and storage process. Download Zight and create an account here to get started.

Then, read on and see how you can use Zight for each!

I) Demo Videos

Demo videos showcase your product or service in action, highlighting its features, functionality, and benefits. They provide a hands-on experience for viewers, helping them understand how your offering can meet their needs.

You can use the Zight screen recording feature to capture your product and service in action, demonstrating its key features and providing a comprehensive visual walkthrough. You can also utilize the webcam feature to add a personal touch and engage with your audience directly.

Recording Videos With Zight

Just launch the app or Chrome extension, click Record, and proceed to select your preferences. These include full-screen or a region of the screen, Screen Only, Screen & Cam, or Cam only. There are also Video or GIF options. Finally, ensure you turn on the mic and camera. However, if you want to record a GIF, you cannot use the mic.

If your demo video is not about a physical product – say software, for example – you can use the Screen Only or Screen & Cam options to detail how the offering works.

But, if you want to create a demo video on a physical product, you can use the Screen & Cam or Cam Only options so you can appear on the recording, showing how the product works to educate your viewers.

When you finish recording your demo video, it will upload to the cloud, and Zight will automatically copy its link to your clipboard. Then, paste the link to your website or social media, or any other platform where your target audience can view and understand it.

Here is an example of a demo video:

II) How-To Videos

How-to videos provide step-by-step instructions on how to use your offering, solve a problem, or accomplish a specific task. They are valuable for educating your audience and establishing your expertise.

You can use the Zight screen recording software to showcase the process on your computer screen while providing clear explanations. If it’s a product, why not use the webcam feature to show your consumers how to set it up and use it?

Launch Zight, then click the Record button. In the screen recording preferences, choose the size of the screen to record, and include the Screen & Cam option if you are giving instructions about a physical product. The option will present a webcam overlay on your screen, and if the product doesn’t have screen-based instructions, you can choose the Cam Only option to only record a webcam.

Ensure your mic and camera are on and Start Recording.

Here is an example of a how-to video:

YouTube video

III) Explainer Videos

Explainer videos simplify complex concepts or ideas into easy-to-understand visuals. They help your audience grasp the value of your offering quickly. When you create an explainer video, you will boost brand awareness and engagement as people will see you as an expert.

You can easily use Zight to make a superb explainer video using the screen video recording and GIF maker features. You can also use the camera option to give your marketing video a personal and emotional touch. Here is a more detailed guide on making an explainer video.

Here’s an example of an explainer video:

IV) Webinars

Webinars are live or pre-recorded presentations that allow you to share knowledge, insights, and expertise with your audience. They are interactive and provide an opportunity for real-time engagement. When you create quality videos that educate your target audience on a specific topic related to your industry, you can attract high-quality leads that could convert into paying customers.

Zight allows you to pre-record a powerful webinar that you’ll only need to post to your channels when the time comes. It will take you seconds to get started – open Zight, choose to record screen, select Video, use the Screen & Cam option, turn in your mic and camera, and click Start Recording. You will get a 3-second timer to prepare yourself, and then you can start recording your webinar.

When you stop recording, your webinar will be stored in the cloud, and you can access it from your dashboard. Want to emphasize more points? Use Zight’s editing features to annotate and highlight your content.

Then, just copy the link to your clipboard and upload it to your website or social media posts. Here’s more on how to host a successful webinar.

V) Customer Testimonial Videos

Customer testimonial videos focus on a customer’s success story and endorsement of your product or service. The video functions almost like a case study that features a happy customer who is using your product. You can embed these testimonial videos online.

Already have user-generated video content you’d like to use for video marketing? Zight lets you record your screen so you can scroll down your testimonial page.

Alternatively, you can also have your customers review your product or service through Zight. They will only need to launch Zight, then click Record and record themselves using your product or service. When done, they will send you the videos, and you can compile them in a collection so you can easily retrieve them for video marketing purposes.

Here’s an example of a customer testimonial video:

A Step By Step Guide to Start Making Video Marketing Videos for Your Business Today

A Step By Step Guide to Start Making Video Marketing Videos for Your Business Today

As you start with the process, it will be imperative to analyze different video marketing strategies to find your sweet spot. Here are the steps that will make it easy to design your video marketing campaign.

Step 1: Define Your Goals and Target Audience

Begin by refining your video marketing goals. Are you aiming to increase brand awareness, drive website traffic, boost conversions, tell your brand story, or engage your audience?

Next, identify your target audience and understand their needs, preferences, and pain points. This knowledge will guide your video creation process.

Step 2: Choose the Right Video Type and Format

There are many types of videos you can make for your marketing goals, including the ones above, live videos, animated videos, promotional videos, event videos, and others. You want to choose a type that aligns with your goals and resonates with your target audience.

In addition, choose where to post the video, thus making the format imperative. For instance, you may need to record different formats for urgent videos, like Facebook and Instagram Stories or TikTok. On the other hand, you will need to record a different format for a video you will embed on your blog post or landing page.

Step 3: Plan Your Video Content

Here, you want to start with generating ideas. The ideas need to conform to your goals, audience, and even the type of video you want to make. You can get inspiration from your peers, competitors, and larger brands. Ultimately, think about what kind of video would be most effective in achieving your goals.

Once you have brainstormed ideas, it’s time to start writing a script. Define the key messages, visuals, and calls to action you want to include. Ensure your content is clear, concise, and engaging. Grab viewers’ attention early and maintain their interest throughout the video.

Step 4: Gather Your Equipment and Resources

Determine the equipment and resources you’ll need. This may include a camera, microphone, lighting, props, or video editing software. For screen recording and webcam-based videos, consider using software like Zight, available for Mac, Windows, iOS, and a Chrome extension.

Step 5: Start Recording

At this point, you have all you need for a superb marketing video strategy. So, set up your equipment in the right location.

In the case of Zight, you only need to choose a clean background if you’ll use the webcam. Then, turn on your laptop, launch the app, click Record, and select your screen recording preferences. When ready, click the Start Recording button and record following the video script.

Step 6: Edit and Enhance Your Video

Once you’ve recorded your video, use the Zight video editing software to enhance its quality. When you click the green Finish button, Zight will automatically upload the video to the cloud and open it in a new tab. Here, you can view the recording and if you need to edit something, click the Edit button and you’ll be presented with several options.

Trim unnecessary footage and fine-tune, crop, and add filters to make your video visually appealing and engaging. Ensure the video flows smoothly and aligns with your branding. Then, click save and you can even download the video in MP4 video format.

Step 7: Optimize for Distribution

Now that your video is ready, you still need to optimize it for different online platforms. Consider adding relevant metadata and keywords to improve searchability. Determine the platforms where your target audience is most active and share your videos accordingly.

Step 8: Upload and Analyze Analytics

You can now upload your video online to social media platforms or embed it in your blog post. Then, use the Zight analytic tool to track its performance. Monitor metrics like views, engagement, click-through rates, and conversions. Analyze the data to identify what works best for your audience and refine your video marketing efforts.


Video marketing can expand your business, but you need a strategy to succeed. This article has explained what you can do to get started, from statistics, and benefits, to choosing your video type, to recording. To learn more about crafting a good video marketing campaign, download our e-book today. You will learn more about what your marketing team can do to achieve even more success!