Video

Video is moving imagery that combines information, emotion or storytelling through image, sound and motion. It is used on websites, social media, email campaigns and landing pages to convey messages faster and more persuasively than static text or images. For SMBs, video is a powerful tool to demonstrate products, build trust and move visitors to action.

How video works on digital channels

A video consists of frames of images played in rapid succession, usually 25 or 30 per second. Sound, music and spoken text reinforce the message. The combination of visual and auditory stimuli creates higher engagement than text alone. Modern browsers and platforms such as YouTube, Vimeo or Wistia allow videos to be embedded with automatic playback options, subtitles and interactive elements such as clickable buttons or forms. Video files are often compressed into formats such as MP4 or WebM to reduce load time without losing quality. For search engines, you can make videos indexable with VideoObject schema markup, allowing Google to show your video in search results.

Why video is more effective now than ever

Video has been around for decades, but the rise of mobile Internet, social platforms and affordable production tools has made it accessible to small businesses. Where you used to need a camera crew and an engineer, you can now create professional-looking videos with a smartphone and free software like DaVinci Resolve or CapCut. Visitors expect video: they scan a page faster, would rather watch a two-minute explainer video than read an 800-word text, and are more likely to share video content on social media. Platforms such as LinkedIn, Instagram and TikTok favor video in their algorithms, making organic reach higher than static posts.

What video brings to SMEs

A well-produced video increases conversion on landing pages by an average of 20 to 30 percent. Visitors understand faster what you offer, see how a product works and get a feel for your brand. For ecommerce stores, product video works strongly: customers see details that photos don't show and gain confidence in purchasing. For services, video helps to clearly explain complex processes or show case studies. Combined with a well-thought-out SEO strategy, you can get videos to rank in Google, which generates additional organic traffic. In addition, video strengthens your storytelling: you show faces, emotion and authenticity, which static content cannot. At Monkey Vision , we see that SMBs who use video structurally on their website and social media build trust faster and generate more leads than competitors who only use text and photos.

Video can be used in dozens of ways, depending on your goal and target audience. Below are four concrete applications that are most useful for Dutch SMEs, plus a practical decision criterion on when video is and is not the best choice.

Product demonstration and explainer videos on your website

A short 60- to 90-second video on your product page or homepage shows how your product works, what problem it solves and why a customer should buy it. Consider an ecommerce store in gardening tools that shows how to assemble a vertical compost bin, or a SaaS tool that demonstrates key features in 45 seconds. This type of video lowers the barrier to purchase because visitors don't have to read long text. You place the video above the fold, add subtitles for silent viewing and optimize the thumbnail so visitors see what it's about right away. A good web design seamlessly integrates video into the layout without making the page slow.

Client stories and testimonials for trust

Nothing is more credible than a satisfied customer telling in their own words what your company has meant to them. A testimonial video of 90 seconds to 2 minutes, recorded at the customer's location or via video call, shows authentic emotion and concrete results. You let the client tell you what problem they had, why they chose you and what it accomplished. This works strongly on landing pages, in quotes and on your about-us page. Make sure the video is not too polished: real stories with small imperfections feel more believable than acted scripts. For B2B service providers such as accountants, automakers or recruitment agencies, this is one of the most powerful conversion tools.

Social media content and short clips for reach

Platforms such as LinkedIn, Instagram Reels, and TikTok prioritize short videos ranging from 15 to 60 seconds in their algorithms. You can repurpose a longer video by extracting multiple clips from it: a quote, a tip, a frequently asked question, or a behind-the-scenes moment. This type of content generates organic reach without an advertising budget. For example, a plumbing company could share a weekly 30-second tip on central heating maintenance, while a web designer could show a before-and-after comparison of a website redesign. Consistency is more important than perfection: it’s better to post a simple video every week than to produce an expensive video once a quarter. Tools like Canva or CapCut make it easy to quickly edit clips with captions and branding.

Email campaigns and newsletters with video thumbnails

A thumbnail of a video in your newsletter increases the click-through rate by 20 to 40 percent. You don't send a full video along with the email (that works poorly technically), but place an attractive thumbnail with a play button that links to a landing page or YouTube. This works well for product launches, event invitations or educational content. An example: an HR software company sends out a monthly newsletter with a 2-minute video explaining a new feature. The thumbnail shows a screen shot with clear text, and the video is on a separate page where visitors can also click through to a demo request. Combine this with marketing automation to automate follow-up.

When video is the right choice and when it is not

Video is the right choice if you have a product that needs to be explained visually, if you want to build trust through personal stories, or if you want to generate organic reach on social media. It works less well if your target audience is primarily looking for technical specifications (then a comparison chart is more effective), or if your budget and time are limited and you don't yet have a basic website or brand identity. Don't start with video if you don't yet have a clear message or positioning: a bad video hurts your brand more than it helps. Invest in a strong foundation first, and add video as a reinforcement, not a stopgap measure.