Take a minute and think about your favorite movies, TV shows, or YouTube videos. What is it about that moving picture that you like so much? Is it the story being told? The emotions you feel while watching? The inspiration to take action? The power of video is undeniable; for decades it has provided a look into some of our world’s saddest moments and its most amazing achievements.

If you’re responsible for helping your business grow, you can’t ignore the huge marketing opportunity that video provides. Video producer Johnathan Nicholas (https://vimeo.com/johnathannicholas) says, “Marketing with video allows you to connect more emotionally and tell a visual story. It engages and draws your audience in more than other forms of media. If you aren’t using video as part of your marketing efforts, you’re selling yourself and employees short.”

At this point you may be saying, “I’m not a film producer, don’t have a cool camera, and I can’t edit videos.” Well, I have good news for you: you don’t need a degree from a film school or have a ton of equipment to get into the video marketing game.


First and most importantly, decide on what stories you’re going to tell. Nicholas says, “People want things they connect with and that are real. Real-life situations. Creating visuals that everyday people can connect with. For new generations, it’s focusing on things that really matter and that are in their hearts.”

The purpose of your video is to help, educate, and/or inspire your viewers. It’s about them, not you or your business. You’re providing value to your viewers and building or strengthening your relationship with them, which will, in the long run, lead to more business.

Look around you. You’re surrounded by resources with great ideas for video marketing: spiritual growth (daily devotions, Bible lessons), personal development (work/life balance, book recommendations), how-tos (leading a Bible study, sharing the Gospel), finding purpose (leadership, career), family and relationships (parenting, love languages), mental wellness (dealing with stress and difficult situations), and much more.


You’ve identified the stories you want to tell; now you need to capture those stories. So, what kind of equipment do you need when you don’t have the budget of a Hollywood studio?

A simple DSLR camera, lens, and tripod will provide a good start. Make sure you have a microphone that will pick up sound and have enough light when shooting your video. If your budget just won’t allow for purchasing equipment, don’t let that stop you. Look in your pocket—your smartphone is all you need to get started.


You’ve recorded your video, now you need to show the world. In a future article I’ll go deeper into each of these channels and how each one connects with different audiences, but for now here’s a quick summary.

• YouTube, the second-largest search engine

• Facebook, the largest social network that exists

• Instagram, for videos that are up to 60 seconds long, or less

• Periscope, for live video in real time

• Snapchat, the fastest-growing social video network


Nicholas recommends Lynda.com, Vimeo Video School, and YouTube as starting places for building your knowledge on the subject of video marketing. Each of these websites has huge libraries of resources that are free and extremely helpful.

-Chris Rainey