Some things are subjective; is Die Hard a Christmas film? Does pineapple belong on a pizza? Is a Jaffa Cake a biscuit?

Other things are objectively true; for example, video improves your marketing.

That’s because it:

• Helps you stand out from your peers
• Can demonstrate the value of working with you
• Boosts brand awareness and increases engagement.

However, producing engaging video content isn’t easy. Generating and bringing ideas to life requires time, skill, and creativity.

If you have those three things, that’s great – go for it!

If you don’t, let me introduce you to our new video department.

We’ve been filming remote client testimonial videos for years, so the next step was launching a full-service video department. We’ve backed two talented team members (Luke and Ellie) and bought some rather expensive equipment.

Last week, Luke and Ellie packed up the kit and headed off on their first video shoot with Lottie Kent of True Financial Design. Over on LinkedIn, Lottie had this to say:

“What a brilliant day yesterday…I had a great time with Yardstick’s team shooting some new content for our new websites coming in the new year!! Thanks so much to Ellie Challacombe and Luke Brennan for making what could be a daunting day into a fabulous and fun one!!!”

Not bad, eh?

But that’s enough of the sales pitch. Let’s look at four proven ways to use video in 2025 to improve your marketing.

1. Client testimonial videos

As we’ve always said, showing the value of working with you beats telling.

Videos where your existing clients explain how you’ve changed their lives are one of the best ways of doing that. In fact, when it comes to the types of social proof you need to market your business effectively, client video testimonials sit firmly in the top three.

They can be filmed face-to-face or remotely, with pros and cons either way.

The face-to-face option means you’ll end up with studio-quality results, and being able to capture b-roll footage ensures the final edit looks incredibly polished and professional.  However, it’s generally at least twice the price and can be harder to organise.

Remote shoots are often much cheaper, easier to organise, and more convenient for your clients. However, you won’t be able to get b-roll footage, and although the quality of smartphone cameras can be excellent, it won’t be as good as professional kit.

Our research tells us you’ll stand out from the crowd whichever you decide: Only 6% of advice/planning firms have client testimonial videos, but 46% of Yardstick clients do.

2. Social media videos

Video marketing hit the ground running with the launch of YouTube in 2005 and has only increased in popularity since then.

It’s the second most popular type of content for engagement on social media, and in 2024, audiences have spent an average of 17 hours a week watching videos online.

While platforms like YouTube and TikTok have always been about video, even a text-based platform like LinkedIn has embraced it too:

• Video posts on LinkedIn achieve 5x more engagement compared with text-only
• LinkedIn users are 20x more likely to share videos than other types of posts
• Video ads on LinkedIn hold viewers’ attention 3x longer than static ads
• LinkedIn Live videos receive 24x more comments than standard posts.

There’s similarly impressive research about the power of video on Facebook and X.

So, it’s clear that incorporating video content into your social media strategy increases user engagement and builds a stronger connection with your audience.

In terms of the types of videos to consider on social media, we’d recommend:

• Explainer videos, helping to demystify financial jargon for your network
• A “behind the scenes” shoot to offer deeper insight into your business
• Taking videos at an event, sharing your experience of the day.

3. “Introducer” videos

These do what they say on the tin – they introduce you and your business, and you can use them on your website, in your email marketing, or on social media.

Think of it like an elevator pitch. A one-to-three-minute digital handshake that showcases your personality and values, offering an authentic narrative on why a prospect would benefit from working with you.

To maximise the impact of your introducer video, consider recording it in conjunction with an important occasion for your business. For example:

• If you’ve just become a Chartered firm, record an introducer video which also explains how being Chartered benefits a potential client
• A business anniversary is another excellent opportunity for this type of video
• After collecting a bank of client testimonial videos, you can combine your favourite snippets into an introducer video to enhance the final result.

4. Webinars

This year, we’ve been hugely impressed with the number of financial advisers/planners who have introduced webinars into their marketing.

They’re a cost-effective and highly efficient alternative to face-to-face events, and the content is easy to repurpose, giving you a huge bang for your buck.

For your clients, regular webinars are another valuable benefit to working with you, deepening their relationship with your business and providing an important touchpoint with your brand.

For prospects, webinars demonstrate your knowledge, add value by providing helpful information, and offer an unimposing way of getting to know you.

You have a few options when it comes to the format, including a presentation, an interview, a Q&A session, or a combination of all three.

Either way, once it’s been captured and edited, you can:

• Build a video library of all webinars on your website
• Add a transcript of the webinar to your site to enhance your SEO
• Turn that transcript into a blog, guide, or a series of social posts
• Use the webinar slides in social media posts, like a LinkedIn carousel
• Chop the recording into shorter videos to use on socials or emails.

Your audience is watching. Start filming

Video marketing isn’t just a passing fad. With 91% of all businesses using video as part of their marketing strategy in 2024, it represents a fundamental shift in how your audience wants to receive information.

Lack of time is the number one barrier to producing video content, while many people just don’t know where to start.

That’s where Ellie and Luke can help.

If 2025 is the year you feel the fear and dive into video, call 0115 8965 300 or email hi@theyardstickagency.co.uk, and Abi Robinson will be in touch.