If you’re not already promoting your business through video, then you probably have a lot of questions about it. Why should I make videos? Isn’t that insanely expensive and time-consuming? What do I do with it once I’ve made it? Who has time for all this video stuff anyway?!

Not to worry – here’s the part where we answer some of these important questions.

What’s the Big Deal with Video?

In last week’s post about marketing strategies, we mentioned that “video is king” when it comes to telling your story. In 2016, about 73 percent of internet traffic was accounted for by online video, and that number is going up every year. More people are creating video content than ever before, and even more are watching it online.

Between paid services, free platforms, and social media, video is more readily available to everyone. This prevalence creates a huge opportunity for you to tell your unique story to your customers.

How Do I Make a Video?

Believe it or not, some of the most successful content creators in recent years started out as complete amateurs. “YouTube stars” like Markiplier, Jenna Marbles, and the Vlogbrothers have huge followings because they’re authentic, and they connect with their viewers by presenting their unique perspective in a creative way.

The days when a college degree and years of technical knowhow are required to make great video content are in the past. Most modern smartphones can shoot HD video (some even shoot in 4K), and quality “pro-sumer” video cameras are much more affordable now than they were as little as ten years ago. Editing and post-production software is available at a low cost, or even for free – Windows Movie Maker or iMovie (for Mac users) are basic packages that can get you started quickly and easily.

If the prospect of doing it yourself still seems daunting, there are other options that won’t break the bank. YouTube now offers the YouTube Director Onsite program, in which experienced creators will work with you to make a video about your business, in exchange for agreeing to advertise on YouTube. You can often find local videographers advertised on Craigslist or in the local paper. Some larger production companies, such as Pixelfish, contract with local teams to keep costs reasonable.

Whether you make it yourself or hire someone else, the fun part is deciding on a story that captures what is unique about you and your business. By connecting your customers with what you’re passionate about, you’ll find that they naturally want to know more.

How Do Customers Find My Video?

We’ve already established that there’s a lot of video out there – making sure the right people see yours is just as important as getting it made in the first place.

First, you need a place to host it – this is the platform that will allow your video to be seen on-demand by your customers. There are many free options for hosting, and while YouTube is the most popular, platforms like Vimeo and Dailymotion are convenient and can be a better choice for a more professional image.

Once your video is hosted, you can share it from the platform by embedding it where your customers will see it, such as your website. Most hosting platforms will provide you with the code you need to do this.

If you have a social media presence (and you should) also make sure to share and promote your videos there! Facebook, Instagram, and Twitter are all great platforms for video content. Instagram, which has always been focused on the mobile audience, recently launched Instagram TV, a social media platform specifically created to share video content.

Who Has the Time For All This?

Well…you do. There’s definitely a lot to think through, but when you do it right, video can be a powerful tool to promote your business and tell your story. This is an opportunity to connect with your customer more interactively than ever before, so most importantly, be sure to have fun with it!