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What Is Video Marketing?
Content
Updated 18 September 2026
Quick Answer
Video marketing is using video content — tutorials, testimonials, behind-the-scenes, ads — to promote a business, taking advantage of video's high engagement across social media and search.
Video Marketing vs. Content Marketing — What's the Difference?
| Video Marketing | Content Marketing | |
|---|---|---|
| Format | Specifically video content | The broader practice, including text, video, and other formats |
Why It Matters
- Video tends to achieve higher engagement than text or static images across most social platforms and search results.
- It can build trust and personality more effectively than text alone, letting potential customers see and hear the real people behind a business.
How It Works
- A business creates video content relevant to its audience — tutorials, testimonials, product demonstrations, or behind-the-scenes content.
- This is published across social media, YouTube, or embedded directly on the website.
- Video's typically higher engagement helps build awareness, trust, and reach.
Key Takeaways
- Video marketing uses video content to promote a business, leveraging its typically higher engagement.
- A smartphone is often sufficient, especially for authentic, behind-the-scenes content.
- Testimonials and tutorials are common, effective formats for a small business.
Frequently Asked Questions
Do I need professional equipment for video marketing?
Not necessarily — a smartphone with good lighting can produce genuinely effective marketing video, especially for authentic, behind-the-scenes style content.
What kind of video content works well for a small business?
Customer testimonials, quick tutorials, and behind-the-scenes looks at the business all tend to perform well and feel authentic.
Where should I publish marketing videos?
Social media platforms, YouTube, and directly embedded on relevant website pages all serve different, complementary purposes.