3 Powerful Ways Video Persuades and Connects


Experts agree that video is key to today’s marketing strategy for small businesses. Check out these statistics from Hubspot1:

  • Video in an email leads to 200-300% increase in click-through rate, the percentage of people who click on your content after opening the email.2
  • Including video on a landing page can increase conversion by 80%. (As long as the video doesn’t automatically play, says AJ Agrawal at Forbes: “All the benefits can be eliminated simply by showing a video that obnoxiously plays the moment the customer lands on the page.”3)
  • After watching a video, 64% of users are more likely to buy a product online.
  • 90% of users say that product videos are helpful in the decision process.

Bottom line: Video engages your customers, Agrawal says. With that power, video is an ideal platform for business owners for several reasons.

1. Video reroutes the viewer from mental objections to imagination.

Why would a customer choose not to sign up her kids for activity?

For starters, justifying the time and money can be difficult when so many of her priorities, interests, and values compete for the investment you believe she should make. The pressure to find the right activity, or a potential struggle to convince her kids it’s the right activity for them, can breed procrastination, too.

A video does so much more than tell her about your activities and programs. It draws her into the experience … The wonder of learning on a child’s face. The delight of shared laughter with friends. The testimony of a parent sold out to your brand. A video helps move your customer beyond the mental rigor of logistics to a hope stirred for experience. It reroutes her overactive brain to the values she holds dear.

2. Video overcomes physical distance

Parent meetings are often essential for camps and schools, but they can be difficult to plan. Interactive video experiences like Facebook Live can pave the way for face-to-face meetings, ranging from Q and A sessions and info meetings to camp tours and staff introductions. Video allows your customers to interact with you and your staff, offering a direct platform for asking questions, clarifying their concerns, and hearing from other parents.

3. Video lets you showcase your humanity and build trust.

As a kids activity director, you’re a person of passion and personality. You believe in what you do and how it benefits kids. Your compassion runs deep, and your convictions are strong. These qualities are part of your program’s differentiators!

While you may be a good writer, you’re probably best when you’re face-to-face. Once you’re comfortable behind the camera, video allows you to leverage your strengths by putting you in front of your customers and showing them your acumen and humanity.

Pro-Tip: Incorporate video into your marketing strategy and [don’t] ditch other forms of communication, says Agrawal. “Mix video in with images and written content to get the most from your videos.”

According to Doug Ridley, a blogger who writes at Campfire Marketing, “Video used to be the new shiny tool, but it’s now a powerful content platform that you should invest in.”4

To learn how to produce better video content at camp, check out these tips from Ridley.



1Hubspot: 31 Video Marketing Statistics to Inform Your Strategy [Infographic]

2Will Marlow Agency: Click-through Rate

3Forbes: 5 Ways to Use Video Marketing for Small Business Growth

4Campfire Marketing: Camp Marketing Tactics You Need to Start

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About Gina Calvert

Gina Calvert is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, camps, schools and endurance events, for more than six years.