If you’re like most business leaders, you know video is important. However, making it happen feels really hard. Maybe you’ve worried about the cost, struggled to get your team on camera, or wondered if it’s worth the effort.
We get it. Video can feel pretty intimidating.
But if prospects don’t find clear, helpful videos from you, they’ll find them from your competitors.
The right marketing videos don’t only get discovered, but they help your sales team build trust, answer tough questions, and close with confidence. That's what we want for your business.
At IMPACT, we’ve helped hundreds of businesses build content engines using the Endless Customers System™ that fuel consistent growth. But whether you choose to work with us or not, our goal is the same: to help you and your business succeed.
In this guide, we’ll show you how to create the most effective business videos for 2025, scale a proven strategy your team can run in-house, use video throughout your sales process, and track the real impact on leads and revenue.
Let's use video to make your business the most known and trusted choice in your market.
What Is Video Marketing in 2025?
Before you start filming, it's essential to understand what video marketing actually means today and how its role in business has transformed.
What Is Video Marketing for Business?
Video marketing is the strategic use of video content to attract, educate, convert, and retain customers. In practice, this means creating videos that support every stage of the buyer’s journey.
Video marketing examples include:
- Website and YouTube videos that educate buyers as they research.
- Short- and long-form social content that earns attention and builds authority.
- Sales videos and email follow-ups that preempt objections and humanize your team.
- Customer testimonials and case studies that provide proof of real-world success.
What makes video powerful is that when done well and consistently, it shortens the sales cycle, attracts better-fit leads, and positions your brand as the most trustworthy choice in your space.
How Has Video Marketing Evolved?
A decade ago, video marketing was limited to brand commercials or highly produced, graphic explainer videos on a homepage. In 2025, buyers expect to learn on their own terms.
They’re searching YouTube, scrolling TikTok or Instagram, and watching videos that explain pricing, show behind-the-scenes, or walk through “how it works.”
Some of the key changes in how video marketing has evolved are:
- Rise of YouTube Shorts, TikTok, Instagram Reels
- Buyer demand for self-service content
- Access to affordable in-house and AI-powered editing tools
The old approach was expensive and polished. The 2025 approach is consistent, agile, and built to earn trust. When businesses commit to answering real questions on camera, video becomes the most powerful way to turn strangers into customers.
Why Video Marketing Is More Effective Than Ever
Ready to integrate video into your business strategy? Keep reading to learn how to build a repeatable system that delivers results.
How to Build a Video Marketing Strategy for Your Business in 2025
Now that you understand the importance of video in today’s market, it’s time to explore what it takes to create a strategy that delivers measurable results.
Set Business-Focused Video Goals
Video isn’t just about views, likes, or going viral. If it’s going to make an impact, it has to be tied directly to your most important business goals. The question to ask is simple: How will video help us drive revenue and build trust?
Your video marketing strategy should align with key business KPIs, such as:
- Increasing inbound leads
- Accelerating the sales cycle
- Reducing churn and improving customer experience
When every video you make is measured against a key business outcome, you avoid the trap of creating content that looks good but doesn’t actually move the needle.
Build a Scalable Video Production Process
With goals in place, you need a system to consistently produce content without overwhelming your team.
You need a consistent, repeatable process:
- Plan: Use a content calendar tied directly to customer pain points and the questions your sales team hears most. This ensures every video has purpose and impact.
- Produce: Film in batches on pre-set days. Recording multiple videos in one session saves time, keeps momentum, and prevents video from becoming a last-minute scramble.
- Edit: Let your videographer work with editing software they know best (Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve) while layering in AI editing tools for speed and creativity.
- Publish: Share videos everywhere buyers are. Those include your website, YouTube, social media, and sales enablement platforms.
When this system is in place, video creation stops feeling overwhelming. You can build rhythm and a consistent engine that scales with your growth and builds trust.
Who Should Be on Your Business Video Team?
To execute well, you need the right people in the right seats. You don’t need a large team to produce quality videos.
Essential video marketing roles include:
- Videographer – Shoots, edits, and publishes content
- Content Manager – Manages strategy, topics, calendar
- On-Camera Talent – Usually subject matter experts from your team; this could include salespeople, service technicians, account managers, and more.
How to Hire a Videographer for Your Business
Your best long-term video investment is an in-house videographer. Having a dedicated professional on your team means you can consistently produce authentic, timely videos that answer buyer questions and support sales conversations.
When hiring, look for three core traits:
- Filming and editing proficiency — They should be skilled enough to capture high-quality footage and turn it into polished, professional videos without relying on external agencies.
- People skills for coaching on-camera — A great videographer helps teammates feel comfortable, confident, and authentic in front of the camera.
- Business acumen to align content with goals — Beyond creativity, they need to understand how video ties into sales, marketing, and customer trust.
Need more guidance? We’ve put together a detailed article that walks you through the entire hiring process in what to look for, what questions to ask, and how to make the right choice.
Best Video Types for Business Growth in 2025
With your team and process in place, the next step is knowing what to create. Not all video types deliver ROI. Focus on those designed to drive leads and close deals.
What Kinds of Marketing Videos Get Views and Build Trust?
These are the five types of videos every business should create first. They align with what buyers are already searching for and help you show up earlier in the decision-making process.
We call these The Big 5:
- Cost & Price: Talk openly about what your products or services cost and what factors affect pricing. Buyers want this information early, and most companies avoid it, making cost videos a powerful way to stand out and build trust.
Example in action:
- Problems: Highlight the potential drawbacks or challenges of your product, service, or even your industry. When you're willing to address the negatives head-on, buyers trust your positives more.
Example in action:
- Versus & Comparisons: Help buyers make smarter choices by comparing your solution to alternatives in the market. These videos are especially helpful for high-consideration purchases and prevent prospects from turning to third-party review sites.
Example in action:
- Reviews: Share honest customer feedback and testimonials to build credibility. You can feature customer experiences, star ratings, or expert breakdowns of popular tools or services.
Example in action:
- Best in Class: Curate the top options in your space, even if you're not always number one. These videos perform well in search and show that you’re a trusted advisor, and not just another salesperson.
Example in action:
What Videos Improve the Sales Process?
Traffic and leads are only half the battle. The real test of video is whether it helps your sales team close deals faster and with more trust. That’s where The Selling 7 comes in.
These are the videos that directly support the buying process by answering questions, eliminating doubts, and creating human connection.
The Selling 7:
- Cost and Pricing Videos: Cost is one of the biggest questions your buyer has. It’s crucial to show your audience not just what drives the price, but why.
Here’s an example from IMPACT client Bill Ragan Roofing:
- The 80% Video: Eighty percent of the questions your sales team gets asked are the same. This type of video addresses those frequently asked questions head-on, preparing prospects before they ever speak with your team, saving everyone time.
Here's an example:
- Product/Service Videos: Buyers want to see what they’re getting. These videos showcase your products or services in action, highlighting their features, benefits, and what makes them unique.
Here’s an example of a Product/Service Video from IMPACT client, Intelligent Technical Solutions:
- Landing Page Videos: First impressions matter. Adding a short, engaging video to your landing pages can instantly increase conversions by helping visitors quickly understand why your offer matters and why they should take action.
Here’s an example from IMPACT client EW Motion Therapy. )This example is best seen on their actual landing page)
- Customer Journey Videos: Nothing builds trust like seeing how others have succeeded with your business. These videos tell the story of your customers’ experiences, showcasing real results and humanizing your brand.
Here’s an example from IMPACT client, Lamont Bros.:
- Bio Videos: People buy from people they trust. Bio videos introduce your team in a personal, approachable way, making your sales team relatable and creating connections before the first handshake — virtual or otherwise.
Here’s an example from IMPACT client Neumann Monson:
- Claims We Make Videos: Every company makes claims, but not all back them up. These videos tackle the claims you make about your business, showing buyers how you deliver on your promises with clear evidence and examples.
And here’s a final example from Service Thread:
Use these videos to:
- Preempt buyer objections
- Build trust before sales calls
- Qualify leads
When these videos become part of your sales process, they do more than educate. They allow your sales team to spend less time convincing and more time closing.
Short-Form Video Marketing in 2025
Short-form video is everywhere, and it’s not slowing down. Platforms like TikTok, YouTube Shorts, and Instagram Reels have trained buyers to consume content in fast, snackable bursts. Algorithms reward it, but success isn’t about chasing trends. It’s about creating substance that ties directly to your buyers’ questions and your business goals.
Short-form is algorithm gold, but only if it has substance. HubSpot found that 21% of marketers agree that short-form video drives the most ROI.
What works:
- FAQ responses
- Behind-the-scenes clips
- Myth-busting around pricing
What to avoid:
- Trend-jumping without brand tie-in
- Overproduced “viral” attempts
At IMPACT, we’ve developed a simple method anyone can follow to give you the best chance at retaining more viewership throughout the video and increasing your chances of virality.
We call it The Sticky 5 and here’s what it includes:
- The Hook: The title of the video, as well as the first few seconds, must literally “hook” the viewer and give them a reason to stay. Whether it's curiosity, intrigue, or surprise—don't waste a second (literally) on any fluff. Draw them in immediately, but make sure your hook relates to the first frame of the video they’ll see when scrolling. Otherwise, they may be disappointed and quickly move on. The key here is establishing a curiosity gap from the second they see the title to the end of the video.
- The 3-Second Rule: Once you've grabbed a viewer's attention with the initial hook, it's time to keep their interest. One of the biggest keys to this is what we refer to as “The 3-Second Rule,” which essentially means you ideally want a “cut” in your video every three seconds. In other words, things should feel like they are constantly changing (a different angle or a new shot) anything that makes the video feel like it's moving quickly is key here. While it may not always be possible to have a cut or new scene every three seconds, getting close to this cadence can significantly improve your retention rates, which is the ultimate goal. By maintaining this rhythm, you can tell a “long” story in a very short period of time, keeping your viewers engaged and eager to see what’s next.
- The Progress Principle: Everything in the video should feel as if progress is being made. In other words, it should feel like you're telling the viewer, “Yes, we're getting somewhere with this; stay with me.” If a scene or moment doesn't clearly contribute to the feeling of progress, it should be eliminated from the video. Having no lulls or slow spots is key here.
- The Payoff Principle: The whole reason someone watches a video, whether its purpose is to inform or entertain, is to experience a payoff at the end. Similar to a gymnast sticking their landing at the end, you want to do the same with your videos. So much so that just like watching an amazing gymnast, as a viewer, you feel strong emotions (happiness, joy, surprise, disbelief, anger, to name a few) powerful emotions are keys to The Payoff Principal.
- The Quit While You're Ahead Principle: This may sound silly, but it's very important when it comes to short-form video success. Remember, for the algorithm, it's all about retention. This is why, the second the video's payoff is completed, stop the video immediately. Done correctly, you’ll find it’s not unusual to have videos with a retention rate OVER 100%, meaning your average viewer not only watched the full video, but they watched it a second time as well.
Here’s a few examples of great short-form video:
How to Measure Video Marketing ROI in 2025
Once your content is live, tracking its impact is the only way you will know if it’s working. This section outlines the key metrics that matter most in 2025.
Key Video Marketing Metrics for Businesses
- Engagement: Watch time, retention rate, and replays tell you if the content actually connects with buyers.
- Action-Based: Click-throughs, form fills, meeting requests, and self-scheduled demos show if video is moving prospects forward.
- Attribution: Using tools like HubSpot or Vidyard, you can connect video directly to influenced revenue, closed deals, and pipeline growth.
Connect Video to Sales and Revenue
Attribution for any type of marketing can be challenging, including video. Here are three things you can do that show if things are actually making a difference:
- Embed video on CRM-linked landing pages
- Track contacts who watched videos pre-sale
- Compare sales cycle before/after video implementation
Many teams find that when videos answer questions early, deals close faster and with less resistance.
Real-World Business Video Marketing Examples
Now that you understand the strategy and structure behind effective video marketing, let’s look at how it plays out in the real world. These are proven practices we’ve implemented with clients across industries.
From B2B firms to local service companies, these businesses embraced the principles above and transformed the way they connect with buyers. Here’s how they did it, and the results they saw.
B2B Success Story: CSI Accounting
CSI Accounting faced the challenge of inconsistent lead quality. By creating videos that addressed pricing, offered side-by-side comparisons, and showcased their team through bio videos, they were able to transform their inbound process. The result was a threefold increase in qualified leads and a reduced time to close new business.
Local Branding Example: Linta Roofing
Linta Roofing, a roofing company in Myrtle Beach, SC, operates in a crowded market where the brand was nearly invisible. To change this, they used short-form video content that highlighted the CEO’s values and introduced the team authentically. This strategy significantly increased branded search traffic and led to more direct phone calls from customers ready to buy.
Sales Enablement: RoofCrafters
RoofCrafters, a roofing company with locations in Tampa, Orlando, and Savannah, wanted to build stronger relationships with their customers, especially in situations where the homeowner wasn’t present or the property wasn’t their primary residence. To help homeowners feel more comfortable, RoofCrafters began sending 1-1 introduction videos before arriving on-site. This made customers feel safer and more at ease with the roofer visiting their home. They also created an 80% video to address common objections and questions ahead of time. By doing this, they minimized confusion, built trust faster, and ultimately closed deals more efficiently.
Getting Started with Video Marketing for Your Business
Inspired by the examples above? This final section will help you overcome internal obstacles and take your first steps toward building a culture of video.
Create a Culture of Video
The companies that win with video don’t just “try it out.” They build a culture where video becomes a natural part of how the business communicates, sells, and builds trust.
That starts with leadership.
When executives and managers get on camera (whether it’s a polished piece or a quick smartphone clip) it signals to the entire team that video matters.
Equally important is encouraging imperfect effort. Too often, employees hesitate because they worry about not looking perfect or not having studio-quality production. In reality, authenticity beats polish every time. Recognize and reward team members who step up and create, even if it’s not flawless. Over time, this builds confidence and consistency.
Finally, celebrate wins. When a video helps close a deal, shortens the sales cycle, or earns praise from a customer, highlight it. Internal shoutouts help reinforce the habit and show the team the real-world impact of their efforts.
Creating a culture of video doesn’t happen overnight, but with leadership buy-in, a focus on effort over perfection, and consistent celebration, video becomes a core part of how your business earns trust and drives growth.
Help Your Team Get Comfortable on Camera
Endless Customers always recommends a simple approach: on-camera performance is a skill that must be developed with practice, not pressure.
To help your team succeed, commit to basic coaching and simple techniques that build confidence.
- Start With A (3-Second) Smile: Before you press “record,” smile for three seconds and hold that smile into the video as it starts. Taking this one simple action before you start can have a profound effect on your energy and appearance. It’s important to start your smile before the camera is rolling, so it looks natural when you begin speaking.
- Imagine the Camera is a Real Person: Try tricking your brain into seeing a person instead of the camera. Choose a real person to imagine you're talking to when looking into the camera. This will make a massive difference in your tone and confidence. If you’re behind the camera, try asking the subject matter expert, “Who is the exact person you are talking to right now?”
- Momentum: Follow the “No Stop Rule” You’ve likely been on camera and felt the need to be perfect, stopping every time you made a mistake. The thing is, once you’ve stopped once, you’ll continue to mentally stumble on that same point each time trying to get it perfect. Instead, commit to the “No Stop Rule.” Just like on live TV or when talking to a prospect in real life, push forward no matter what mistakes you make. Keep your momentum. Bonus: the first take is often the most authentic-sounding one. Get this one out fully, and you’ll give yourself lots of authentic content to work with.
- Posture Matters: We communicate at our highest level when we stand. By doing this, we can maximize our ability to use nonverbal cues in our message. The way we gesticulate with our hands to the way we step closer and further from the camera have an impact on what the audience feels and the connection we therefore make.
- Leverage the Power of Story: Since the beginning of time, storytelling has been woven into our culture. Think about it—when someone asks, “How was your weekend?” you naturally respond with a story. No prep is needed; you just go with it. We are all storytellers. You, me, everyone. And if you can tell stories on camera, you'll not only feel more relaxed, but your audience will connect with you faster and on a deeper level than ever before.
- Engage Naturally: This may be the toughest technique for most to master. Many people struggle on camera or on stage because they are more concerned with impressing their audience than with connecting with their audience. This is why it’s so essential to teach your team (and yourself) to release the need to look or sound smart and instead solely focus on communicating in the most friendly, warm, and natural tone possible, just as you would if you were talking to a friend in real life.
With time and repetition, your team can go from nervous to natural. Many businesses have transformed everyday subject matter experts into confident video communicators just by embracing this simple, consistent training approach.
How Much Should You Budget for Video Marketing?
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Growth Stage
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Monthly Budget
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Includes
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Starter
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$2–5K
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Tools, freelance support
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Growth
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$6–10K
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In-house hire, software
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Advanced
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$10K+
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Studio, department-wide scale
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AI Tools That Accelerate Your Video Strategy
AI is changing how fast and efficiently businesses can produce video. But while AI can remove bottlenecks, it doesn’t replace the human element that actually builds buyer trust.
Here are some AI tools we’ve seen that are helpful for video marketing:
Use AI for speed, but authenticity is what builds trust. The most effective videos still feature your team answering questions, showing expertise, and connecting authentically with buyers.
Build Your Business Video Engine in 2025
No matter your industry or business type, video has become the language buyers trust most. When used consistently, it:
- Generates more qualified inbound leads
- Shortens the sales cycle by answering questions upfront
- Positions your brand as the most transparent and trustworthy choice
The companies pulling ahead are the ones that stop outsourcing and start building their own in-house video engines. With the right strategy, tools, and training, your team can create authentic, scalable content that drives measurable ROI.
At IMPACT, we don’t just teach video. Through our Endless Customers System™, we coach your team in building the right content, adopting the right culture of performance, and establishing a repeatable growth engine. You’ll gain skills in buyer-focused video strategy, sales-aligned content, and content systems that scale without burning out your people.
The question isn’t if you should embrace video. It’s how fast you can start.