How Video Production Helps Drive Business Growth

May 28

Written By Jon E

In today's digital age, video production for business has become a critical driver of growth. Companies of all sizes – from small startups and nonprofits to established brands – are using video to engage audiences and fuel their marketing. In fact, 90% of businesses use video as a marketing tool in some capacity [1]. This surge in video content isn’t surprising when you consider that online videos were projected to account for over 82% of all consumer internet traffic by 2023 [2]. People are watching more video than ever, and smart businesses are leveraging that trend. JON-E Worldwide, a video-first production company, has seen firsthand how a well-crafted video can capture attention, convey your message, and ultimately help your business grow.

Why Video Production Is Essential for Business Growth

Video isn’t just popular – it’s effective. Whether you’re a small business owner, nonprofit director, or event organizer, incorporating video into your marketing strategy can yield impressive results. Recent research and statistics show that video content delivers real benefits in multiple areas:

Higher Engagement & Reach: Video content is highly engaging and shareable. Social videos generate 1200% more shares than text and images combined [3], meaning a great video can spread your brand message far and wide through social media. Viewers also tend to spend more time on pages with video, boosting overall engagement.
Better Conversion Rates: Video can directly influence buying behavior. Adding a video to a landing page can boost conversion rates by up to 80% [3], turning more visitors into leads or customers. In one study, 87% of viewers said they were convinced to buy a product or service after watching a video [4] – a powerful testament to video’s persuasive power.
More Leads & Sales: Marketers overwhelmingly credit video for driving growth. 88% of video marketers say video has helped generate leads, and 84% report that video directly increased sales [4]. When you share a compelling product demo, testimonial, or promo video, you’re not just entertaining your audience – you’re guiding them toward a purchase.
Increased Brand Awareness: Videos help brands get noticed and remembered. 96% of marketers say video has increased brand awareness for their company [4]. With visuals and storytelling, videos make your brand message more memorable; studies show people retain 95% of a message via video versus only 10% through text [2]. This means your story sticks with viewers long after they watch.
Enhanced Trust and Credibility: High-quality video content builds trust with your audience. 91% of consumers say video quality impacts their trust in a brand [4]. A polished, professional video signals that your business is credible and invested in quality. Likewise, customer testimonial videos are especially powerful – 84% of people trust online reviews as much as personal recommendations [2], and seeing a real person vouch for your business on video adds authenticity that text alone can’t match.

As these points show, video marketing touches every stage of the customer journey: attracting attention, educating the viewer, nurturing trust, and prompting action. Next, let’s dive deeper into how commercial video marketing drives engagement and how different types of videos can fuel your growth.

Commercial Video Marketing Boosts Audience Engagement

One of the biggest advantages of video is its ability to grab and hold attention. Humans are visual creatures, and a well-produced video uses visuals, sound, and storytelling to captivate viewers in ways static content often cannot. This is especially true on social media and other crowded platforms:

Social media loves video: Platforms like Facebook, Instagram, and LinkedIn prioritize video content because users engage with it so much. Facebook alone generates 8 billion video views per day [2], and tweets with video are far more likely to be reshared than text posts. A compelling commercial or promo clip in a social feed can stop people from scrolling and get them to focus on your message.
Shareability = organic reach: Engaged viewers often become advocates by sharing content. As noted earlier, videos get 1200% more shares than posts with just text and images [3]. That means each viewer is more likely to spread your video to their network, exponentially increasing your reach without extra ad spend. For a small business or nonprofit with limited marketing budget, this kind of organic amplification is gold.
Mobile and on-the-go engagement: Short, catchy videos are ideal for today’s mobile-first audience. People can watch a 30-second product teaser or event highlight on their phone and instantly get the message. With consumers spending an average of 100+ minutes a day watching online video globally [2], there are countless opportunities to engage them with your content throughout the day.
Stronger emotional connection: Video’s combination of sight, sound, and narrative creates an emotional impact that text or static images rarely achieve. Music, voiceover, and visuals together can tell a moving story – for example, a documentary-style video about a nonprofit’s mission can inspire empathy and support. This emotional engagement not only grabs attention but also makes your brand more memorable and relatable.

Commercial video marketing – essentially using promotional or advertising videos – taps into these engagement factors. A well-crafted commercial video can quickly communicate your value proposition in a memorable way. It might be a 60-second brand overview, a social media ad, or even a TV spot. The key is to deliver a clear message with high production values and a hook that resonates with your target audience. When viewers are engaged and interested, they’re far more likely to click through to your website, follow your social channels, or inquire about your services.

How Video Content Converts Viewers into Customers

Engagement is only half the battle – ultimately, you want your marketing efforts to drive conversions (lead sign-ups, inquiries, sales, donations, etc.). Here’s where video truly shines as a growth engine. By educating and persuading viewers, video content can significantly improve conversion metrics:

Greater understanding leads to action: One reason video converts so well is that it educates the audience efficiently. Complex ideas or products can be explained in a few minutes with visuals and narration. In fact, 99% of video marketers say videos have improved users’ understanding of their product or service [4]. When potential customers clearly understand how your offering solves their problem, they are more likely to take the next step (request a quote, sign up, make a purchase). Explainer videos and product demos are perfect for this, breaking down what you do in a digestible, engaging format.
Conversion rate boosts: We mentioned earlier that including video on landing pages can boost conversions by up to 80% [3]. This is because a video can quickly address common questions or objections and show your product in action, increasing buyer confidence. Moreover, video keeps visitors on your page longer (84% of marketers say video has increased website dwell time [4]), which not only gives your message more time to sink in but also signals to search engines that your page is useful (a nice SEO bonus).
Direct impact on leads and sales: The statistics bear repeating: 84% of marketers credit video with directly increasing sales, and 88% say it generates leads [4]. These aren’t abstract figures – they reflect real businesses seeing more inquiries and revenue after ramping up their video marketing. For example, a tutorial video might prompt viewers to fill out a contact form for more info, or a testimonial from a happy client could be the final nudge someone needs to trust your service. Even YouTube content can drive purchases – about 70% of viewers have made a purchase after seeing a brand’s video on YouTube [3].
ROI that makes video worth the investment: Understandably, small and mid-sized businesses care about return on investment. The good news: video delivers. Over 93% of marketers say video marketing has given them a good ROI [4], the highest level since tracking began. By repurposing videos across your website, social media, email campaigns, and presentations, a single video can yield results across multiple channels for years. It’s a marketing asset that keeps on giving.

To maximize conversions, every video should include a clear call-to-action (CTA) – whether spoken by the narrator, shown on screen, or as a clickable button. This guides viewers on what to do next (visit a website, sign up for a newsletter, contact sales, etc.). Interestingly, when videos include an embedded CTA, conversion rates can jump significantly (one study noted a 380% increase in conversion when videos had a clear CTA [2]). The takeaway: always pair your compelling video content with an easy next step for the interested viewer.

Building Trust and Brand Authority with Video

In a crowded marketplace, trust is often the deciding factor in which business a customer chooses. Professional video content can rapidly build that trust and establish your brand as an authority:

Professional quality matters: As noted, 91% of consumers say the quality of a video influences their trust in the brand [4]. Poorly lit, shaky footage or muffled audio can inadvertently signal that your company lacks polish or credibility. On the other hand, a crisp, well-edited video (even if simple in concept) shows that you care about quality and details. That positive impression extends to how viewers perceive your products or services.
Showcasing authenticity: Video allows you to put real people – your team, customers, or beneficiaries – in front of the audience. For small businesses and nonprofits, this is huge. A founder’s message, a behind-the-scenes tour, or a customer success story in video form all put a human face on your organization. This authenticity builds rapport. Viewers feel like they know you, which fosters trust. It’s the next best thing to meeting in person.
Customer testimonial and story videos: One of the most powerful trust-builders is the testimonial video. Hearing a satisfied client or supporter speak genuinely about their positive experience carries immense weight. As mentioned, people trust personal recommendations, and a testimonial video is essentially a personal recommendation broadcast to every potential customer who watches it. If you’ve done great work for a client, capturing their story on camera can influence countless others. Similarly, a short documentary-style video about your nonprofit’s impact, or an interview with an event attendee about their experience, can strongly validate your work.
Thought leadership and education: Consistently putting out helpful video content (such as how-to guides, webinars, or thought pieces in your field) positions your business as an expert in the eyes of your audience. When viewers learn something valuable from your videos, they’ll naturally trust your brand more. For example, a financial planner might share short video tips on budgeting, or a software company might post tutorial videos on best practices. This kind of content builds your credibility over time and keeps your brand top-of-mind.

Moreover, video can improve your brand’s visibility in search engines. Websites that incorporate video are 53× more likely to rank on the first page of Google search results [2]. Why? Because Google and other search engines see that users spend more time on pages with video (lower bounce rates, higher dwell time), indicating those pages are useful. So by adding a quality video to your site (with proper titles and descriptions), you not only engage visitors but also boost your SEO – leading to more traffic and exposure.

Leverage Professional Video Services for Maximum Impact

By now, it’s clear that video can play a transformative role in your marketing and growth strategy. But to unlock these benefits, the videos themselves need to be well-planned and well-produced. This is where professional video services come in. While smartphone videos and DIY efforts have their place for quick social clips, important marketing videos are worth the investment of a professional touch. Here’s why partnering with experts like JON-E Worldwide can make a difference:

Strategic storytelling: A professional production team will help hone your message and tell your story effectively. At JON-E Worldwide – a video-first production company with extensive experience – we start by understanding your business goals and target audience. Whether you need a punchy commercial or a heartfelt nonprofit story, we craft a concept and script that align with your brand and resonate with viewers.
High production quality: From lighting and cinematography to sound design and editing, professionals ensure every technical aspect is top-notch. This quality not only impresses viewers but also aligns with that trust factor (remember the 91% who care about video quality [4]). JON-E Worldwide’s team brings expert videographers, audio engineers, and editors to each project, so you don’t have to worry about the details – you’ll get a polished final product that reflects well on your organization.
Experience with diverse video types: Businesses and organizations often need a variety of video content. Fortunately, JON-E Worldwide offers end-to-end professional video services across the spectrum. From commercial videography (e.g. promotional brand videos, product ads) to event films (capturing conferences, fundraisers, performances) and documentary-style films (for storytelling, case studies, or corporate culture pieces), we’ve done it all. We even provide audio production services, ensuring your videos have clear voiceovers, interviews, and music – or even producing standalone audio content like podcasts. This diverse expertise means we can guide you on the best format for your message. For example, if you're a nonprofit, we might suggest a documentary-style short film to showcase your impact. If you’re launching a product, a snappy commercial or explainer video would work wonders. Our goal is to create the kind of video that best achieves your objectives.
Efficiency and guidance: As a busy business owner or marketer, you may not have the time or knowledge to handle video production intricacies – storyboarding, scripting, filming, post-production, distribution strategy, etc. A professional partner handles these tasks for you. JON-E Worldwide not only produces your video but also advises on how to use it: which platforms to share on, whether to cut shorter social clips, how to integrate it into a campaign, and so on. This guidance ensures your investment in video pays off in actual results like views, engagement, and conversions.

Crucially, working with a trusted video partner means you can produce custom video content tailored to your brand and audience. Cookie-cutter videos or generic stock footage won’t set you apart. We pride ourselves on creating videos that are unique to each client – your story, your people, your brand identity on screen. This authenticity, combined with professional execution, is what makes viewers remember you and want to do business with you.

Ready to Grow with Video? Let’s Talk!

Video marketing isn’t just a trend – it’s a proven strategy for driving engagement, leads, and sales. From the stats and examples above, you can see how a single video can boost your marketing results across the board. If you’re looking to accelerate your business or nonprofit’s growth, now is the time to invest in quality video content.

JON-E Worldwide is here to help you every step of the way. As an expert and trustworthy video production partner, we’ve helped many organizations like yours harness the power of video to reach their goals. Whether you need a commercial video marketing campaign, coverage of a special event, a series of customer testimonial videos, or anything in between, our team is ready to deliver custom video production solutions that align with your vision and budget.

Don’t let your message get lost in the noise – let us amplify it through engaging, impactful video. Contact JON-E Worldwide today to discuss your next video project and discover how our professional video services can help drive your business growth. Let’s create something great together and put your story in motion!

Sources: Recent video marketing statistics and reports were referenced for accuracy, including

Wyzowl’s Video Marketing Statistics 2025: wyzowl.com wyzowl.com,

Industry analyses on video engagement: sagapixel.com sagapixel.com

Expert compilations of video marketing data: charleagency.com charleagency.com

Citations

Jon E