If you are still wondering why Video, let's once and for all clarify that:
The truth behind wildly COMMERCIALLY successful video marketing campaigns they never tell you about is the actual SCIENCE and groundwork that goes into them.
And this is NOT the science social media agencies, growth hackers and independent consultants will tell you for free on their blogs:
"Produce quality content and publish it on social channels as frequently as possible."
Spend 1 month producing a video. Upload it to YouTube (60% of videos get less than 100 views). Upload it to Facebook (60% of people who liked your page won't see your updates in their feeds unless you promote them). That will lead you to... 53 views, 2 likes, 3 shares, tons of wasted time, money and low engagement (yet full of encouragement!) coming primarily from your FFF (friends, family and fools). Which consequently leads you to hire social agencies so they "BOOST" the post, run some ads and get random likes here and there with NO track record of who these people are.
Or may be as a medium business you are considering Influencer outreach (either managed by an agency or in-house) where Influencers, ie people with thousands and millions of followers produce a branded video message on YouTube or Instagram that gives your brand an instant celebrity status. Indeed, sounds swell in theory. YET... Just spare a few hours browsing one of influencer networks such as famebit, gen.video, social bro, etc to get a reality check. We are talking $1500+ for any shoutout reaching 100K audiences. We are talking of having NO control how your brand positioning takes place and in what instances/surroundings. A guy playing video games and mentioning your company name in the context that he doesn't have to work at a bar this month since you just provided him enough cash to survive. Link tracker shows a great amount of High Bounce rate visits with NO conversions.
Congratulations! Your site is popular! For a day. Then Google penalizes you for the bounces and pay day comes from the network. ROI nowhere to find. Yet the increase in engagement is most certainly there :)