What Makes Video an Effective Marketing Tool

A great video doesn’t just share information; it pulls people in, sparks emotion, and leaves them remembering your story long after they’ve watched it. From building trust with potential customers to driving sales and loyalty, video delivers impact in ways that static content simply can’t match.

At Kim Brattain Media, we see the world with a wide lens. We believe in the power of video to tell compelling stories, connect with audiences, and achieve real results. Whether you’re a small business reaching your local community or a national brand looking to expand your reach, video offers flexibility and impact that few other mediums can match.

Simply put, video keeps people engaged – and engaged visitors are much more likely to convert to customers!

Why Does Video Generate More Engagement?

A big reason video outperforms other content comes down to how our brains are wired. We’re simply better at remembering stories and visuals than long paragraphs of text. When sound, imagery, and narrative come together, the result feels less like “marketing” and more like an experience – something personal, emotional, and sticky in the best way.

And then there’s social media. Platforms practically roll out the red carpet for video because people can’t help but watch. The longer viewers stick around, the more likes, comments, and shares your content collects. Even better, customers are far more likely to take action – clicking through to your website, making a purchase, or reaching out – after watching a video that speaks directly to their needs.

Types of Digital Video Ads

Not all videos are meant to do the same job, which is why it helps to know the categories of digital video ads. Some are quick attention-grabbers, while others dive deep into your story, giving audiences reasons to trust and connect with you.

At Kim Brattain Media, we use a range of video ad formats designed to meet different goals and stages of the customer journey, including:

Brand Awareness Ads

Branding videos are the “nice to meet you” moments of marketing. Short, polished, and memorable, brand awareness ads are designed to introduce your company and create a strong first impression. Done well, they build recognition and make your brand stand out in a crowded feed.

Product Demonstrations

Seeing is believing! Product demos show exactly how your product works and why it’s worth paying attention to. They’re clear, visual explanations that remove guesswork and highlight the real benefits, making it easier for potential customers to say yes.

Testimonials and Case Studies

Nothing builds trust quite like hearing from someone who’s been in your audience’s shoes. Testimonial and case study videos spotlight real clients or customers sharing their stories, creating social proof that, when done right, feels authentic and relatable.

Educational or Explainer Videos

Educational and explainer videos lean into teaching, whether you’re breaking down a complex process, answering common questions, or positioning your company as the expert in your space. Explainer videos are especially effective for industries that want to simplify the complex and build authority at the same time.

Event Promotions

Events are about energy and connection, and promotional videos capture that excitement while inviting people to join in. They can be used before an event to build anticipation, or afterwards to highlight the experience and extend its reach.

Each type of digital video ad plays a unique role, and together, they can move your audience from “just curious” to “where do I sign up?”

The Best Channels for Video Marketing

Where you share your video matters just as much as what’s in it. A beautifully produced video won’t deliver results if it’s hidden in the wrong place or shared on a platform your audience doesn’t use. The key is to match your video’s purpose with the channels where it will have the most impact.

The best channels for video marketing include:

Social Media

Platforms like Instagram, TikTok, LinkedIn, and Facebook are great for quick hits of storytelling that inspire likes, shares and comments. We recommend keeping these videos between 30-90 seconds, and focus on visuals that will “stop the scroll!”

YouTube

This is the go-to for longer formats, evergreen content that educates, inspires, or entertains. And bonus, YouTube just so happens to be the second-largest search engine in the world (after Google)!

Email Marketing

A well-placed video can break up long blocks of text, make your message more engaging, and give subscribers a reason to linger a little longer. Whether it’s a quick update or a personal message from your team, video adds personality and connection to your emails in a way that plain copy can’t.

Websites and Landing Pages

Video instantly boosts credibility and helps turn visitors into customers. A homepage video makes your business feel approachable, while a landing page video clarifies your offer and guides people to take action. Engaged visitors stick around longer, and they’re far more likely to convert to customers!

Television Commercials

Television ads offer a fast way to reach a highly targeted audience, even down to specific shows and zip codes. Crafting a memorable message in just 30 seconds is an art—but when done well, it leaves a lasting impression that motivates customers to take action.

What Separates a Good Video Ad?

Not all videos are created equal! The video ads that perform best usually have a few things in common:

• A strong hook that captures attention right away
• A clear story that matches your brand message
• A bit of emotion that makes people feel something
• Authentic, relaxed people and real situations instead of stiff scripts
• Crisp visuals and clear audio
• A call to action that makes the next step simple and obvious

The key is being intentional, making sure every second of your video works together to connect with your audience and inspire them to take action.

Professional Videography Services in Charlotte, NC

Ready to turn your ideas into a video that actually moves the needle? At Kim Brattain Media, we combine strategy, creativity, and high-quality production to make sure your content doesn’t just look good – it works hard for your brand. Let’s create something powerful together! Contact us today to get started.