By Jake Lizarraga

87% of businesses use video for marketing purposes in 2020. When is it the best time to start using video to drive traffic and which video software to choose?

Video marketing is one of the most effective methods of advertising a small business because it’s comparatively cheap and still packs a punch. Furthermore, marketing videos can continue to bring in leads even years after they were originally released.

In this regard, they are akin to evergreen content that you might use to drive more traffic to your website. Of course, it’s difficult to reap the benefits of video marketing if you don’t know which editing software to use.

Today, we’re going to teach you all about some of the key features that you should look for and help you figure out when’s the right time to use videos for your business. Let’s get right into it!

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Story by the Numbers

Sometimes the best way to get to the core of video marketing — or anything, for that matter — is to look at the raw numbers itself. Many would describe digits, figures, and similar forms of data as impersonal, but they can nonetheless provide an unbiased view of the story.

For instance, a recent study showed that 87% of businesses use video as a marketing tool. We’re not trying to say that the majority is always right, but when such an overwhelming portion of all businesses use a certain strategy then there must be something to it.

Let’s take a look at another statistic: by 2022, 82% of all internet traffic will be video traffic. This figure alone shows that video is truly the future of online marketing, and the best way to get ahead of the competition is capitalizing on it early.

Here’s one last statistic: viewers retain 95% of the information that they learn in a video versus the comparatively meager retention ratio of 10% that you see with text formats. Bearing all this in mind, it’s clear that video can make a difference, but which editor should you actually go for?

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Choosing The Best Video Editor

There are many different video editors to choose from. That being the case, rather than going over each individual option, we’re gonna educate you on all the intricacies of picking a solution so that you can make your own informed decision on which software to go with.

First of all, being able to upload to YouTube directly from the editor saves you time, so try to find a software that supports such functionality. You should also look for an option with a customizable interface as that’ll make it easy for you to set it up in a way that suits your needs.

If you want to give your viewers a high-resolution experience then look for video software that supports 4K editing. There are some solutions that can go as high as 8K but that’s a bit overkill for most marketing campaigns and thus may not be worth the extra cost.

Beyond resolution, a good video editor should also come with a comprehensive tutorial for new users to ensure that the learning curve isn’t too steep. Solutions that sport a beginner-first design tend to be easier to use, reducing the amount of training needed for new employees.

Video editors that include automated tools can save a lot of time by accomplishing repetitive tasks for you. After all, the best way to get more free time is by ridding yourself of all the tedious activities that you deal with on a daily basis.

When you’re choosing a video editor, you should take note of which formats you can export the video in. This may not seem that important at first, but certain platforms may restrict uploads to specific formats, so having a versatile editor will save you the trouble of converting clips.

Some software lets you install the program on two computers at once without paying extra. This is ideal since it allows you to work whether you’re at the office or at home. Millennials — known for constantly being on the move — will also appreciate this feature.

In fact, there are quite a lot of things that can make it easier to work with millennials, but that’s a topic for another day. Lastly, look for affordable options so that you don’t raise your operating costs by too much.

You can even use free trials to see if the software is right for you before committing to a paid plan. This will save you a lot of money that would’ve otherwise been wasted on the wrong software if you paid for a subscription before gauging the functionality.

Video editors should be easy to use for beginners while still offering finer tools for veterans because, ultimately, the right customer service software combines user experience and convenience.

Key Features of Video Editing Software

Here are some essential features that your video editor of choice should have:

YouTube support

Time is a resource like any other. As such, you should do everything you can to conserve it. Video editors that support direct uploads to YouTube will save you a lot of time since you won’t have to log onto your channel and manually render every release.


Any video editor worth its cost should have tutorials that walk new users through all the key features of the software, otherwise, you’d have to waste your precious time training every new employee since they can’t figure out how to use the tools on their own.

HD capabilities

There are few things in this world more appealing than a YouTube video that plays in HD. Seeing as that’s the case, it would be worthwhile to go for a video editor that can handle high-resolution files. It may be pricier, but it’s well worth it in the long run.

When You Need It

We often receive questions like “when should I incorporate videos” or “which companies need videos.” Funnily enough, the answer is simple: all companies can benefit from using videos at any time.

That being said, there are some key points in which the incorporation of videos can ensure success. For instance, if you’re first launching your small business then running a campaign with some viral videos could help draw in crucial attention.

Even if you’re already established as a small business but are releasing a new product or service then some explainer videos that announce the release and cover how it will work can drastically improve the efficacy of your campaign.

In summary, it’s never too soon to incorporate videos into your advertising efforts. The best time to reap the benefits of any marketing method is yesterday, so in that sense, you’re already late to the party.

If you found a new team chat or project management tool, would you wait to implement it? No! So why wait to utilize videos? The truly savvy entrepreneurs are those who know how to capitalize on an opportunity as soon as they spot it rather than wasting time.


We hope that this article has made it easier for you to integrate videos into the overall marketing strategy of your business. If this piece was indeed helpful then pay it forward by sharing a link with one of your colleagues. Who knows, it might help them leverage videos too.

Author Bio

Jake Lizarraga is a content writer for Chanty — a simple team collaboration tool. This powerful and free Slack alternative is aimed to increase team productivity and improve communication at work. When he isn’t writing, Jake loves watching movies, practicing Muay Thai, and geeking out about the fact that Melissa Benoist now speaks Russian on CW’s Supergirl.

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