Using Video to Educate Your Customers
Wondering what kind of content to produce that will speak to your audience?
We get asked this all the time. Should you be making flashy high-end commercials? Lo-Fi user generated content? Do you hire a freelancer, an agency, or put it on one of their staff members to create it.
Then it is a question of what the actual subject should be. Who are you speaking to?
Whether you are selling a product of a service, in 2025 one of the simplest and most effective tactics is creating video content that educates and helps your customers.
Why? Because this approach does two things at once:
Reach your ideal audience by answering questions they are actively searching for.
Positions you as the expert–helping them think of you when they need that expertise.
It is manageable to produce, schedule, and scale this type of content–and it is evergreen, so your investment keeps working in the future.
Here are practical ways we’ve seen work this concept for a few different types of businesses and projects:
E-Commerce Publishers: Telling the Story Behind Your Products
If you sell physical products online, your customers want to see how they work, how they solve a problem, and why they’re worth buying.
On one of our own recent projects, we worked to launch a Kickstarter campaign for an original documentary our team produced. Beyond just the film we were offering merchandise and collectibles for fans and supporters.
This film already had a core audience who had purchased from us before, so we did have a strong start. But we needed to find a way to activate and expand this audience if we wanted to make the campaign a success.
Our Paid Video Campaign built around showing the products in the real world, and telling the story of how the film came to be. This turned out to be highly effective. Paid ads began delivering an ROI, which allowed us to scale them and deliver almost 10% of our funding revenue.
Meanwhile our organic video campaign was built around short clips from the movie, and BTS content produced with the key creators. These flowed at a steady trickle to maintain engagement, and a few clips achieved natural momentum and virality.
The Legend of Kingdom Come starts delivering this month!
For anyone selling a product online with an engaged audience, these video strategies can help grow your conversions and build truly loyal fans and customers.
Local Service Businesses & Specialists
For service-based businesses like a small dentist’s office or small medical practice educational content positions you as the trusted expert in your community.
It also presents you a great opportunity to get in front of new customers who are searching for your advice–especially if you can think of creative and original ideas about what these customers might be looking for.
Video series addressing common patient complaints, the benefits of your services, customer testimonials, or deep explanation about your process all provide a lot of value to your audience.
One example could be: A dentist creating a video series like “3 Mistakes You’re Making When Brushing Your Teeth”—providing value while reinforcing their expertise.
Paid campaigns can then alter to try and re-target your local market.
B2B or Professional Services
Of the three this is perhaps the most difficult because your customers are often few and hard to reach.
But video can still work for you if you truly understand your customers.
By creating content demonstrating your service as a real solution for their pain point, video can really deliver. For these businesses often paid campaigns are the easiest to start with, because it allows you to craft a message that only targets your ideal buyers.
Then once you have the started building a highly engaged audience, you can convert them to a list and use videos to continue to educate them.
Is Video Still Worth it in 2025
You already know the answer here!
Hopefully this has given you a few ideas where to start. And if you need help developing a video strategy that works for your business, let’s talk.
