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Now more than ever, it is the time for business owners to understand the power of video. It can expand your business in many ways – giving personality and authenticity to your organization, showcasing what you offer and even acting as a recruiting tool. Video can create trust in a brand and engage potential customers and employees in ways that text and photos cannot. The key is knowing the different ways you can utilize video to its fullest potential in order to grow your business.

1. Put a face to your name

Video is a great way to present the culture of your company and build trust between your customers and your employees. Whether you're targeting customers, clients, or investors, they all want to see the faces behind the brand they're considering. Celebrate employee milestones, anniversaries and first days through short video clips or slideshows that can be light-hearted, relatable material for the site or social media content.

2. Share customer testimonials

Seeing and hearing others speak positively about their experiences with your brand can be much more influential than just reading it. Video testimonials from real customers can be extremely impactful in creating a sense of trust, and it's a great way to sell your product without actually selling. In fact, according to BrightLocal, 88 per cent of people say they trust online reviews just as much as personal recommendations from friends and family.

3. Video assessments for recruiting

Using video as a recruiting tool can be an extremely effective way to assess job candidates. By implementing video into your interviewing process, you can better gauge the candidate's interpersonal skills – far beyond that of a resume. On top of that, since many video interview platforms allow for asynchronous (non real-time) interviews to take place, you can use them to interview your applicants faster when compared to a traditional phone interview.

4. Product "explainer" videos

Product explainer videos are short videos, often 60 to 90 seconds, that explain what your company does in a fun, comical or edgy way. They're a powerful tool when done correctly. Just ask CrazyEgg – their explainer was responsible for an additional $21,000 (U.S.) in monthly revenue. While the process to build an effective video may seem cumbersome, the benefits can be extraordinary.

5. Go behind the scenes

Whether you work in an office or warehouse, give people behind the scenes access to where your work begins. By offering up a video tour on your website, you can offer customers, loyal followers and potential employees a sneak peek at your operation. These types of videos are powerful social media content, especially since videos are shared more than traditional website links.

6. Show your product or service in action

Depending on what you offer, filming a live demo of your product or service can be a hands-on way for people to see your brand in action. Watching a video might even clarify uncertainties or answer questions people have. A study by the University of St. Francis in Illinois discovered that people remember 50 per cent of what they see and hear, compared to just 10 per cent of what they read. These videos can reduce the number of customer service calls and can even be a cost-effective substitute for technical support.

Craig Morantz is CEO of Kira Talent, a talent assessment platform that helps organizations connect with potential hires.

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