---
title: What Video Marketing Means to the Modern Business
description: What video marketing definition have you heard? They seem to be countless. Let's remove the jargon and talk about what video marketing means and does.
image: https://www.horizonvisualmedia.com/hubfs/6I3A3992-1.jpeg
---
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# What Video Marketing Means to the Modern Business
 [Dave Perlman](https://www.horizonvisualmedia.com/latest/author/dave-perlman) August 1, 2025 4 min read
# *“People remember 90% of what they watch in a video… and only 10% of what they read.”*
That stat alone should make any business owner stop scrolling. Because let’s face it—attention is the currency we’re all fighting for. And video? Video is the biggest magnet in the toolbox.
But let me back up for a second.
### **So, What *Is* Video Marketing?**
In its simplest form, video marketing just means using video to promote something. That “something” could be your product, your service, your job opening, your event, or even your mission.
It’s not some overly technical, buzzword-heavy thing. It's just… using video to get your message across.
And here's why it works:
Video moves. It makes sound. And humans are wired to pay attention to movement and sound. It’s biology. We can’t help it.
But that’s just the start.
### **Where Video Marketing Actually Shows Up**
Video marketing is like salt—you can sprinkle it everywhere.
- Got a **brand story** you want people to care about? A short video on your homepage works wonders.
- Hiring? A **recruitment video** can show people what the job *feels* like—not just what it pays.
- Want more sales? Toss a **testimonial video** in your email campaign and let your happy customer do the talking.
- Trying to build trust on social? Start filming those rough-around-the-edges selfie videos. (Yes, they work!)
I’ve seen this firsthand. One of our clients, a biofuel company, has an amazing product for small engines. Instead of making a video where they talked about how great their product was, we filmed **their actual customers** using it. Chainsaw crews. Landscapers. Real folks out in the field. And we let *them* say what they loved about it.
That one simple shift? It dramatically boosted the trust and credibility in their marketing. Because the only person who can sell what you do better than you… is your customer.
*Want to see how these videos were used? We have another post on the power of* [video testimonial](https://www.horizonvisualmedia.com/latest/video-testimonial-your-secret-weapon).
### **But Video Isn’t Just for Ads**
We have another client—fiber optics installers—who were **skeptical** about social media. They weren’t running ads. Their business came from RFPs, not Instagram. But we talked about how having *video content* online can still matter, even if it’s not a direct sales tool.
Why?
Because it shows you're legit.
The companies reviewing their bids could *see* they were active. That they were doing real jobs, with real people, out in the field. Their online presence suddenly backed up their pitch. It turned out video wasn’t just for “marketing”… it was for credibility.
### **It’s Not About Fancy Equipment**
You don’t need a studio setup or a drone fleet. I’ve seen some powerful videos that were shot on a phone. Authenticity matters more than polish.
Think about it:
- A quick selfie-style thank-you message to your best client? That’s **video marketing.**
- A short clip showing behind-the-scenes of your team at work? **Video marketing.**
- A walkthrough of a new product, feature, or location? Yep—**video marketing.**
You don’t need to overthink it. You just need to *start.*
### **Where Should You Use Video?**
Here’s a quick cheat sheet:
| Goal | Type of Video | Where to Use It |
| --- | --- | --- |
| Build trust | [Testimonial video](https://www.horizonvisualmedia.com/testimonial-video-production) | Website, email, landing pages |
| Drive leads | [Promo video](https://www.horizonvisualmedia.com/promotional-video-production) | Facebook, YouTube, Instagram |
| Educate | Explainer/tutorial | Blog, onboarding emails |
| Show culture | [Recruitment video](https://www.horizonvisualmedia.com/recruitment-video-production) | Careers page, LinkedIn |
| Stay visible | Behind-the-scenes / founder video | Instagram, TikTok, LinkedIn |
And don’t forget—**distribution matters.** A great video that no one sees is just a file on your computer. Think about where it should live: on your site, in your emails, on social, or even behind a QR code on your business card.
*Looking to get more in depth? Check out our post on how to* [make video marketing work for you](https://www.horizonvisualmedia.com/latest/how-to-make-video-marketing-work-for-you).
### **So Why Does It All Matter?**
People make decisions emotionally. They buy from people they trust. They choose companies that feel familiar and real. And video—unlike text or even photos—lets them *feel* something.
That's the real power here.
Video gives your brand a voice, a face, and a personality. It bridges the gap between you and the people you're trying to reach. And it keeps working long after you hit “publish.”
If you’re still on the fence about using video in your business, here’s my challenge to you:
**Try one.**
Film a short video. Put it somewhere your audience will see it. And watch what happens.
Chances are, it’ll work better than you expected.
[Marketing](https://www.horizonvisualmedia.com/latest/tag/marketing)
Keep reading
## More from the blog
- ### [ Oct 21, 2026 When Should You Refresh Your Digital Media?](https://www.horizonvisualmedia.com/latest/when-should-you-refresh-your-digital-media)
- ### [ Oct 14, 2026 Best Types of Digital Media For Your Business](https://www.horizonvisualmedia.com/latest/best-types-of-digital-media-for-your-business)
- ### [ Oct 7, 2026 Do I Need to Script My Videos?](https://www.horizonvisualmedia.com/latest/do-i-need-to-script-my-videos)
- ### [ Sep 30, 2026 What Makes a Good Recruitment Video?](https://www.horizonvisualmedia.com/latest/what-makes-a-good-recruitment-video)
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