The purpose of video in marketing


As with all brand marketing, you need to be able to consistently present you and your business so that your brand identity can become recognisable and your expertise / worth in what you are selling understood.


Video provides the power to communicate a message and visual identity quickly and concisely. As with all communication in 2026, it is important to gain the viewer's attention within seconds and let them know they are in the right place before they click back off your website, move to a competitor or scroll past you.


The aim within your brand videos is to educate, inspire, connect and sell - so it's a critical tool to utilise well.

Types of video


This first one is one of my favourites and one I don't think get's considered enough, especially within larger businesses who have a team or a premises that clients will visit.

A landscape video that is positioned on the homepage of your website; like a trailer to your brand. Like this.

If it is the first time someone is coming across your business, this video will be able to tell them who you are, what you do/offer/ can help them and how you do it ( not literally a step-by-step) but more your personality.

In 2026, consumers are much more conscious about who they are working with or buying from, which I am so happy about - it's great news for independent businesses. But consumers attention is often very short and therefore something like a video which will capture their attention and give them all the fundamental information they need about you to decide if you are the right brand for them, without having to scroll many pages of your website, social media and external links, is so incredibly valuable. This video can of course then be cut and used across many different ways platforms such as specific pages on your website, website banners, shopping sites, social media, email, YouTube channels and the list goes on! These videos work really well with a voice over recording to accompany them allowing you to highlight important features.


Brand snippets are another great option for consistent visual marketing in your brand to build a reputable and recognisable brand identity. These are short video snippets, usually around 10 seconds long and shot vertically. They're useful to post by themselves or edit together/ cut to make a longer piece of content. They're really diverse in what we capture - all depending on your goals, which we discuss in our planning session. These snippets can be b-roll type captures of you to get a better understanding of your personality, shorts of you working, your working environment, how you do your craft, showcasing work or product, packing of product or you talking about a service.


Launch specific content, whether that's to talk about a new or flagship offer or showcase new products, video is a really great option to capture that information in one place and again that an be cut and edited to produce lots more content. Video for products is really crucial to show the quality, dimension and functionality of them which can sometimes be missed within photographs.



Why use video in marketing


Now I've shared a short overview of the types of video that can be used within marketing your brand, I'm sure you can begin to understand the importance and uniqueness it offers.

Not only is it really effective at clearly sharing your product or service, it also builds trust as your audience is able to get to know you as the brand face/s and your passion around why you've built your business. It provides an easy way to connect you with clients or consumers who already like you and what you do and makes that buying journey a much easier and quicker, 'yes'.