If your business has been around for years – or even decades – there’s a good chance you’ve figured out what works when it comes to bringing customers through the door.
Maybe it’s local print ads, a well-ranking website, or that Chamber of Commerce breakfast meeting you’ve gone to every month since 2008. Maybe it’s networking groups, word of mouth, or just a loyal customer base that keeps coming back.
And why change something that isn’t broken, right?
The problem is, relying on just one marketing channel – even if it’s worked well for years – still means you’re putting all your eggs in one very fragile basket. If that one way of reaching customers dries up or disappears, what then?
When I started Boxset Media back in 2009, the Yellow Pages was very much an essential for every business. So was organic reach on Facebook. But things change. Sometimes overnight.
There’s another issue too. While you’re doing fine, the world keeps moving.
As much as we hate to admit it, we’re all getting older, and there are new, younger businesses coming in to take our place! New startups (or upstarts, if you prefer…!) come into the market using tools and strategies you might not have thought about.
They’re showing up on YouTube, in search results, in email inboxes, and on social media – often with video. And the customers you haven’t met yet? They don’t know you. They’re not loyal. They’ll choose the business that shows up the way they expect it to.
As Simon Sinek says in The Infinite Game, business isn’t about winning – it’s about staying in the game. And to do that, you’ve got to adapt.
If you’ve never used video before – and you’ve done just fine – that’s great. But “fine” might not be enough for the future.
In the next sections, we’ll show you why video matters now more than ever, and how it can quietly strengthen the marketing you’re already doing.
The Way We Buy Has Changed — So Should Your Content
Let’s be clear here – we’re not saying your business needs a complete overhaul.
For most companies, your product or service has been refined over years into a smooth, efficient machine. And if that’s working, there’s absolutely no reason to change it.
But the way people buy? That’s changed a lot.
People now expect things from businesses that they didn’t ten years ago. Amazon made next-day delivery and hassle-free returns normal. Live chat and instant DMs made real-time customer service feel standard.
And now that business owners regularly show up on LinkedIn and Instagram, people expect to get to know the faces behind the brand.
Whether you’ve embraced this or not, your customers bring those expectations into every buying decision.
That’s where video comes in. And no – we’re not just talking about salesy Facebook ads or dance trends on TikTok.
There’s a whole world of business video content that can fill the gaps in your marketing – and the key is finding the one that improves your business machine.
Because let’s be honest – there’s always a squeaky cog somewhere. There’ll be part of your customer journey that isn’t as smooth as it could be.
A point where customers get confused, drop off, or don’t take the next step.
Video can help fix that.
Struggling to turn warm leads into paying customers? You might need a video sales letter or a short explainer.
Relying on repeat business or subscriptions? You could build loyalty with testimonials and case study videos that show real results.
Getting too many refund requests or customer service queries? An onboarding walkthrough could reduce that.
Want to build trust faster? Introduce your team on video so prospects know who they’re dealing with.
The point is: you don’t need video just because everyone else is using it. You need video because your audience expects a certain standard of communication, clarity, and confidence – and video delivers that in ways nothing else can.
YouTube: The Search Engine Your Marketing Might Be Ignoring
We mentioned the Yellow Pages earlier – that doorstep staple that over a few years shrank into total extinction.
It used to be the size of a small suitcase, then gradually became a flimsy pamphlet filled with phone numbers for funeral homes.
It’s a perfect example of how the world can slowly move on from once-reliable channels.
The culprit, of course, was the internet – specifically Google. As soon as people realised how powerful Google was, businesses started investing heavily in their websites, SEO, and online presence.
Now it’s standard practice for every business. Free tools make it easier than ever to get your site mobile-friendly, fast-loading, keyword-rich, GDPR-compliant, cookie-bannered and all the rest.
For most business owners involved in marketing, it’s second nature.
Well, another shift is happening now – and this one could be even bigger.
YouTube is now the most-used search engine in the UK. Globally, it’s second only to Google – but here in the UK, it’s where most people go to get answers to their questions, solve problems, learn, compare, and check out a business.
Not Google.
YouTube.
Sometimes before they even visit your website.
And yet – how many businesses put even half as much effort into their YouTube presence as they do into their website SEO?
If your website is your shop window on Google, then your YouTube channel is your shop window there.
So what does your YouTube presence actually say about your business?
Go ahead – search your business name on YouTube right now. What comes up?
Is it a sleek, branded, well-maintained channel with helpful videos and clear thumbnails?
Or is it a jumble of forgotten clips, outdated uploads, and random channels you’ve lost the login to?
Too many businesses treat YouTube like a dumping ground. Old promo videos. A charity fun run from 2014. A clip with 36 views and no context.
And absolutely no strategy.
But your potential clients are going there. And when they do – what will they find?
If your YouTube presence looks like a John Lewis shop window, brilliant – you’re ahead of the curve.
If it looks more like a charity shop after a storm… well, maybe it’s time for a rethink.
Video Isn’t Just a Marketing Tool — It’s a Repurposing Machine
By now, you’ve seen the bigger picture – there are lots of types of business video you could be using.
And you understand just how important your YouTube presence is becoming.
But the real magic? It’s in the multiplication.
Video doesn’t have to sit in its own silo. Your video strategy doesn’t have to be separate from everything else you’re doing.
The great thing about video is that it fits in perfectly with the marketing you’re already doing. And it adds depth, clarity, and personality at every stage.
Here’s what that looks like in practice.
How-To Videos and Helpful Content
These videos solve problems, answer common questions, and build trust by offering value upfront.
Repurpose them for:
- YouTube (to show up in search)
- LinkedIn and social media posts
- Blog content (embedded to increase dwell time)
- Email campaigns (to re-engage leads or nurture subscribers)
- Sales conversations (to answer objections)
Promotional or Sales Videos
These are the videos that clearly explain what you do and why someone should work with you.
Repurpose them for:
- Your website homepage or landing pages
- YouTube channel trailers
- Email signatures or outreach messages
- Event stands or reception screens
- Sales decks or pitches
Webinars or Presentations
If you already deliver live presentations, workshops or demos, recording them can give you an evergreen asset.
Repurpose them for:
- Lead magnets on your website (“Sign up to watch this free session”)
- Internal training
- Social snippets or teaser clips
- Blog recaps with embedded video
Customer Onboarding and Support Videos
Videos that smooth the post-sale experience, reduce refunds, and help customers get value faster.
Repurpose them for:
- Welcome emails after sign-up or purchase
- FAQ or support sections on your site
- Internal tools and knowledge bases
- Post-sale nurture sequences
Team Profile and Culture Videos
People want to know who they’re working with — these videos help put a face to the name and build rapport early.
Repurpose them for:
- ‘Meet the team’ pages on your website
- LinkedIn profiles or posts
- Client onboarding packs
- Careers pages to attract new talent
Case Studies and Testimonials
These are your brand advocates in video form — showing real clients, real results, and real stories.
Repurpose them for:
- Website testimonials or portfolio pages
- Social proof in email campaigns
- Sales presentations and proposals
- LinkedIn showcase posts or highlight reels
The point here is that you don’t need 10 videos to get started. All you need is one well-planned video that’s sensibly repurposed within your existing marketing strategy.
That’s what makes video a repurposing machine. It doesn’t just sit there looking nice – it works across your whole business.
Build Trust Fast — Without Resorting to AI Avatars
One thing I’ve always said – ever since starting Boxset way back in 2009 – is this:
Video is the fastest way to build trust in your business.
And we all saw that for real during the shift to remote work after Covid.
Zoom calls, webcam meetings, talking heads – they reminded us how important it is to see a face, hear a voice, and make that human connection.
But now we’re in new territory.
The rise of AI video is moving faster than anything I’ve ever seen before in the video industry.
Big-name brands are already using AI-generated avatars in their video marketing.
And yes – the tech is impressive. Some of it is almost impossible to tell apart from real people.
But that’s also the problem.
Because while you might know what’s real and what’s AI-generated… not everyone else will.
And if your audience thinks they’re watching a real person – then later finds out it’s not – that can seriously damage trust.
This isn’t like using a stock photo to pad out a blog post.
There’s something deeper about seeing a person’s face, hearing them speak, and believing they’re really there.
Faking that, even by accident, can backfire.
So what do you do instead?
Go back to basics. Back to 2009 thinking.
Put real people on camera. Your team. Your customers. The humans behind your brand.
Whether it’s a founder intro, a team profile, or a quick selfie-style thank you message – showing up as yourself will always beat any polished AI avatar.
Because the one thing AI still can’t do is be you.
Conclusion
You might still be unsure about whether video has a place in your business – and that’s okay.
But now you know: using video isn’t about scrapping what already works.
It’s not about dancing on TikTok or throwing everything into social media.
It’s about taking what’s already working in your marketing… and giving it a serious upgrade.
Video builds trust faster than any other format.
It works across every channel you already use.
And thanks to platforms like YouTube – now the UK’s most-used search engine – it keeps working long after you hit publish.
So if you’re thinking, “we’ve been doing fine without it” – just imagine how much stronger your marketing could be with it.
