Video excellence - Made With Purpose


In the past, videos were nice to have. They were an added value extra, but now videos are being used to simply communicate more effectively. The education sector has caught on to the advantages of video and they are using it as a tool to accommodate a range of different learning styles. Video can be paused, rewound and repeated, unlike a real-time lecture. It can be used to create whole lessons or it can be used as a supplement to a class. It is versatile and can be used to create a range of productions from simple to cinematic.


There are a number of ways that businesses can use video to improve their communications and add some convenience to their working practices. We have divided these potential uses of video into videos that you can create for the purpose of your customers or clients and useful video ideas for internal purposes targeted at staff.


Customer targeted videos

Marketing videos

Traditionally, businesses have used video as a marketing tool. The purpose hasn’t changed but the methods that are being used are evolving. It isn’t enough to just use video to tell people to buy your product because it is the best. Businesses are having to work harder to get people on board because everyone is out for a piece of the pie. Interactive videos are on the rise because they offer ways to keep viewers engaged for longer. This can be especially useful when using video for educational purposes. Marketing videos are now being used to lead potential customers down the path from their first experience with your business to the post sales retention and engagement marketing strategies. Here are a few ideas on when and how you can use video to educate your customers:



Video and video technology can be used as a way to introduce a customer to your business; in other words, what you do and what you stand for. It is a very controlled method of creating a perception of yourself. Don’t forget, a picture can tell a thousand words – a video can therefore say a whole lot more. You can use video to educate your audience about who you are, rather than allowing that education to come from other sources. Use video to show website visitors that you are human, trustworthy and worth listening to. This could be done in the form of a video web presenter – see some examples in our web presenter gallery.


Product demonstrations

Product demonstration videos can be used as introductions to your products, acting as a sales pitch and educational tool. They can also be used for entertainment value, depending on your product.


Help videos

Videos can be used on the ‘help’ section of your website to demonstrate solutions to common problems, acting as a customer service tool. This can reduce the time you need to spend on the phone helping customers and can also lead to greater customer satisfaction.


Using video to run competitions

You can use video and animation as a medium for competitions – drawing on the talent of your own customer base. This is a great way to get a lot of video content for free (or for the cost of a decent prize). These could be videos of products being used or they could be parody videos which are designed to get a laugh and grow awareness of your brand – bear in mind though that if you are a small growing brand you may not want someones first experience of you to be a parody video as it may make it hard for them to take you seriously in the future.


Staff targeted videos

Videos for recruitment

Video can be used as a recruitment tool. You can introduce potential employees to your business, the role they are applying for, and even the team. Video can do a lot more than a newspaper advert; this could add to your ability to attract high quality applicants.


Staff briefing videos

Internal communications could be made more efficient and more entertaining to your personnel by using video. If you are the CEO and are on holiday so cannot attend the weekly meeting then why not pre-record a video.


Training videos

Similarly to its uses in the education sector, video can be used as a training tool. There are a number of advantages of using video as a training tool – one of which is the cost effectiveness in comparison to face-to-face training. Another advantage is consistency – you will be promoting exactly the same message to all of your employees. You can re-record the videos occasionally to constantly make it more effective.


Increased accessibility through video

Accessibility is a major advantage of using video to target your customers or your staff. You can now make video more accessible to deaf people with closed caption subtitles. Also, in terms of the ability to pause, rewind and replay video, people with different learning paces and styles will benefit from being in control of the speed at which they watch the video.


One of the most impressive uses of video for education has been implemented by the Khan Academy. Watch this video of the founder explaining how the idea came about and how it has worked:

There are countless other people who have grown large business through using video to educate. Here is a case study by our friends at Vzaar on how Dr Najeeb has used video on their platform and YouTube to grow a multi-million dollar business.


Here is one of his videos: