A company in 2016 that doesn’t create video content is severely behind the times. That’s a fact that’s starting to solidify as the world of marketing moves forward, and those who don’t participate in publishing videos fall behind. According to a recent survey by Wyzowl, more than 60% of businesses use video as a marketing tool, and 42% of those who don’t use it now are planning to in the future. Video is becoming more and more popular, and is now many customers’ preferred method of learning about a product or service. So if your company hasn’t made the transition to creating videos just yet, it’s time to start- before the marketing world is even more dominated by visual content and your company is left behind.

Many small businesses are hesitant to make the investment in video. There is an illusion of high production costs or technical requirements, and smaller companies may not want to spend the time or money on a new venture. But in fact, shorter and simpler videos can be extremely effective. Users are looking for quick and effective videos that can communicate their message. Keep your videos entertaining, creative, and efficient, and users will watch them regardless of production cost. Potential customers will remember you easily if your video content is simple and unique.

To start creating this kind of visual content, many businesses begin with explainer videos. These short and informative videos are often animated, and they explain something a customer may want to know about. For instance- having an appealing and useful explainer video on your homepage, describing what your company does, can be very effective in introducing yourself to the viewer. Or maybe if you sell a specific product, you could create a video talking about that. These videos should be colorful, use bold and memorable text, and deliver useful information. But be careful with explainer videos- if they’re bad-quality, or seem unnecessary, they could turn a user off from your website. 61% of users surveyed said that they were driven away from a product after seeing a bad explainer video. Don’t rely solely on these videos, and when you do make them, be sure that they are good quality and helpful to the viewer.

Keep your audience in mind when creating video content. Know what type of users you want to appeal to, and where they can be found. Sharing your videos in these places- online forums, your company’s profiles on social media platforms, email blasts, and etc- can encourage sharing and viewing among users. Spreading your videos around will increase your visibility and lead more people to take interest in your company. And to keep that audience, you have to keep up with a steady stream of content. One video that gets a lot of views is good, but it could be forgotten in a short amount of time. To stay relevant in the marketing world and among your followers, you should continue to publish videos that are entertaining and creative. 76% of users said they would share a video with friends if it was entertaining enough, so keep that in mind when you’re trying to appeal to your audience and gain more visibility. You don’t have to sacrifice your main message or your information, but just be sure to present it in a creative and original way.

After you work hard on your video content and you’ve gained an audience, you’ll start to see all the positive effects and advantages that come from this type of marketing. Of consumers surveyed, 77% said that they had been convinced to buy a product after watching a video about it. You could have that same effect on viewers and turn them into significant conversions- you just have to put out quality visual content that will leave a good impression. Videos hold viewers’ attention for much longer than text or even a graphic. They also keep viewers on your website or profile for longer. Users want to see video, and they want information delivered to them in an effective way. When they have a question about something, or need help, 68% of users would prefer to watch a video about it than call a support team or something similar. Create videos to help your users with what they need, and give them a good impression of your company. Once your website and content is completely accessible and user-friendly, you’ll gain many followers and loyal customers.

Video, to some, may seem like a strange and unfamiliar beast. Especially to smaller companies, it may be difficult to make that transition into new territory. But as video content becomes more and more necessary in the marketing world, you’ll want to get ahead as soon as possible. Create visual aids for the audience you want to appeal to, and give them content that delivers information in a unique way. Putting your company out there and increasing your visibility will work wonders for you, and you won’t regret having ventured into the world of web video.