Different ways to use online video to promote your business

Digital Marketing
You have no doubt been told the benefits of using online video in your business but you might be now wondering how to use it to promote your product or services.

Here I will run through some different ways you can use video to really push your message. Of course, these are just a few suggestions, there’s no limit to how you can use this medium.

Each production will vary in how much time you need to spend on it. One thing I will stress here is that there is no point doing a rushed, ‘near enough is good enough’ job.

Let’s start with some simple and quick ways you can use online video…

We all know the power of staying in touch with customers and providing useful information to the community and our target market.

Blogs are a great way to do this – so why not do a weekly video blog otherwise known as a vlog. These can be recorded and uploaded in a matter of minutes.

They can be as simple as sitting in front of the camera and having a chat. But make sure they’re informative. Provide updates about your industry, discuss a subject that is in the news that is related to your business and give your professional opinion and response, or promote a special event that you might be holding.

As well as putting it on your site, you can also link these with your other social networking accounts like Facebook and Twitter and use the link in your online newsletters.

Don’t underestimate how much interest this can generate. Take the camera around and introduce the people in your office. Ask them why they like working at your organisation and what they feel is the company’s point of difference. It’s also a great way to put names to faces and add a personal touch to your brand.


The influence of an honest referral is overwhelming. Customers want to know that the product or service they are about to pay good money for is tried and tested.

Video testimonials can be impromptu where you vox pop (literally walk up to people and ask them their thoughts on the spot) or they can be more orchestrated where they sit in front of the camera and discuss their experience.

Case studies:

This is an extension of a testimonial. For example, a gym could interview someone who has lost a lot of weight with a specific training program or trainer. We learn about the person’s experience but also see the results through ‘before and after’ photos/vision.

These are a great way to demonstrate your expertise.


One of the downfalls of buying and selling on the web is that people don’t have a ‘traditional’ tangible experience. One way you can overcome this hurdle is showing viewers what to expect when they sign for their package.

Unboxing is as easy as it sounds. Simply film someone unpacking the product from the box. This allows people to see the packaging and the product in a real setting – demonstrating the experience can also create excitement.

This style can also be adapted for services.

Showcase and product demo:

The unboxing theory can be extended to a showcase to demonstrate the product and increase sales. This is where you discuss the features and benefits of the product or service in more detail. You can chat about its special characteristics and show it in action.

Special events:

Covering special events can be used as an internal promotional tool as well as externally with customers and B2B. For example, take conferences and awards nights. Rather than filming and posting the whole event, create a highlights package that takes snippets of keynote speakers, shots of people enjoying themselves and award presentations. Community events are a great platform to promote your business and local area. If you own a hotel you might want to film the annual wine festival and promote it as a drawcard. If you are holding a seminar, film it and edit a highlights package to use as an educational video or a promotion for your next event.

Other forms include

Education and training: This could include internal training videos for your company and staff or educating the market about your services and products, which could lead towards sales.

Business Overview: presenting various components of your business. This allows potential customers a glimpse of who you are and what you represent. It’s a great way to earn trust and gain loyalty.

Entertainment: People love to be entertained! And your videos don’t always have to be serious. Virals are a great example of this.
Combine your video with a call to action and convert views into sales.

There really are no limitations to how you use video but remember a few key points:

· Make them informative

· Don’t ramble

· Have a call to action at the end of the film

As a little exercise, write down five different ways you could use video in your business and how you might promote it. 

Laticia Gibson

Managing Director at Blue Clay Productions

I have over nine years journalism experience having worked as reporter for Channel Seven before moving to London for two years to work for the BBC, ITN and other media agencies. I now run Blue Clay Productions, a video production company based in Sydney and Wagga Wagga, offering a wide range of services from filming, editing to motion graphics. We also increase the online presence of clients by creating strategies and compelling video content that fits our clients’ marketing needs and budgets.

Comments (4)
Phil Khor

Phil Khor, Founder at

Great article Laticia! I like the unboxing idea to demo a product, and create excitement in the process. Thanks

David Price

David Price, Director at

This is a really interesting article Laticia - thanks!

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