Video marketing is the strategic use of video to move people through your funnel, from first attention to purchase to loyalty. It is not one film; it is a system that matches the right format to each stage: brand films for awareness, product and explainer videos for consideration, testimonials and demos for decision.
Most companies over-invest in awareness and under-invest in decision-stage video, which is where deals actually close.
Video carries tone, faces and proof simultaneously, which text cannot. Practically, that shows up in the numbers marketers track: pages with video hold visitors longer, video ads typically earn higher click-through than static, and salespeople report that prospects who watched a testimonial arrive warmer to calls. Platforms reinforce this, LinkedIn, Instagram and TikTok all algorithmically favour native video, and YouTube is the second-largest search engine. The compounding effect comes from repurposing: one shoot can feed the website, ads, sales enablement and social simultaneously.
Serious business video in Switzerland runs from roughly CHF 4,000 for a focused single asset to CHF 80,000 for full campaigns, the variable is scope, not magic. Allocate budget by funnel gap: if traffic is fine but conversion is weak, fund testimonials before another brand film. Measure each video against the metric of its funnel stage, view-through and reach for awareness, engaged watch time for consideration, influenced pipeline for decision content. A video without a distribution plan and a success metric is decoration, not marketing.
Do not begin with a twelve-video content plan. Run a pilot: pick the single funnel stage where you lose the most value, commission one video built for it, distribute it properly, and measure for a quarter. If decision-stage proof is your gap, a customer testimonial is usually the fastest payback in B2B. One well-planned shoot can also be versioned into social cuts and sales snippets, so even the pilot should be produced with repurposing in mind.
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