Back in the early days of YouTube, video marketing—and social media marketing as a whole—was still new territory. Having a single video on your website could dramatically shift your marketing efforts. At the time, only about 3% of brands were using video as part of their strategy, sticking to traditional methods that were already losing their punch. So when a brand added a promotional video, it stood out. That one piece of content built serious trust and brand authority, helping early adopters pull ahead of their competitors.
Fast forward to 2025 and video is everywhere. Website, email, social media, you name it. In fact, many brands now use multiple videos across different platforms to meet their marketing goals. But something I’ve heard come up more and more in conversations is this: Is video still working? Has it lost its edge? Is it worth it? Is it oversaturated?
It usually boils down to three things:
- Does the video align with your marketing strategy?
- Is it produced in a way that connects with your audience on a deeper level and reflects your brand well?
- Is it distributed properly, using best practices so it actually gets seen?
I think a lot of schools, nonprofits, and businesses get stuck on the results of a single video. If it doesn’t perform, the instinct is to drop video altogether. Sometimes that reaction makes sense, but setting proper expectations will helps clear things up. Let me give you a personal example.
If you follow me on LinkedIn, you know I walk the talk and I make my own video content. Micro content, testimonials, branding video and more. Of course, sharing client projects helps too. I was recently checking KPIs across my videos and noticed a pattern: some got great engagement, some didn’t. Some drove conversions, some didn’t. That’s when I asked myself—does every video need to move the needle?
We always want them to. But sometimes a video exists for a different reason. Take the HERO video, for example. If you’re not familiar, that’s the looped, silent background video you see on websites. Have you ever watched one and thought, “Hell yes, I’m all in”? Probably not. And that’s okay. It’s not designed to convert. It’s there to support the website, not carry the brand. (More on why I’m not a huge fan of HERO videos in an upcoming blog.)
Now think about micro content. Say you produce 30 short videos over the year. Will all 30 get massive engagement? Probably not. Factors like the caption, visuals, length, and timing all play a part. But if one underperforms, that doesn’t make it a failure. I look at how the entire batch fits into my broader marketing ecosystem. One video might build awareness, another might drive traffic, and a third might help close the deal. They work together.
Not every video will be a home run—but if you’re thoughtful about strategy, execution, and distribution, the wins stack up. Some will build brand trust. Others will educate, inform, or entertain, and some will convert.
Want to learn if your videos are moving the needle? Lets chat joe@monzomediapro.com
