The Rise of Video: How Businesses Can Win Big Without Big Budgets

Why Video Is No Longer Optional

If your business isn’t showing up on video, you’re already behind. Research shows that 96% of marketers say video increases brand awareness and 89% of businesses are using video as part of their marketing strategy (Wyzowl 2025). On LinkedIn, video posts drive 5x more interactions and are 20x more likely to be shared than text or static image posts (Vidico). Video is no longer a “nice to have.” It’s the tool that ensures your business is seen, remembered, and chosen.

At Keene Lane Co. (KLC), we help businesses bridge the gap between strategy and execution. And right now, video is the execution channel that separates stagnant brands from growing ones.

Why Video Has Become Essential

Video drives what every business leader cares about most: awareness, leads, and revenue.

• Brand Awareness: Research shows that people remember 74% more information when it’s presented creatively (Canva State of Visual Communication). That means your brand message sticks better with creative content, like video. 

• Engagement: Audiences are wired to consume video. Wistia reports that videos in galleries and on blogs and landing pages see engagement rates above 40% on average, far outperforming text-only content (Wistia 2025 Report).

• Lead Generation & Sales: Wyzowl shares that 49% of video marketers quantify ROI through leads/clicks and 88% of video marketers say video has helped them generate leads for sales. Video doesn’t just entertain, it persuades (Wyzowl 2025). 

• Training & Education: Video isn’t just external-facing. Internally, it can be used for onboarding, process alignment, and educating departments or stakeholders. Externally, it helps customers and community members better understand your products or services.

Simply put: video is the bridge between being seen and being chosen.

Video Outperforms Static Content

The numbers don’t lie. Static content is getting lost in the scroll, while video commands attention:

• 20x more shares on LinkedIn compared to text posts (Vidico).

• 5x more engagement overall across social platforms (Vidico).

• Higher dwell time: Websites are the go-to places to include videos with video and keep users on-page longer, giving your brand more time to connect and convert (Wistia 2025 Report).

And thanks to Canva’s State of Visual Communication Report, we know that 84% of professionals say poor visuals cause confusion and delays (Canva Report). Visual clarity matters, and video is one of the clearest ways to communicate your message.

What Types of Video Win for Businesses

Not all videos are created equal. Here’s where to focus:

• Short-Form (under 2 minutes): Great for awareness and reach. Perfect for social platforms like LinkedIn, Instagram, and YouTube Shorts (Wyzowl 2025).

• Thought Leadership Clips: Build credibility by sharing expert insights or behind-the-scenes perspectives from your leadership team.

• Testimonials & Case Studies: Humanize your brand and validate your results with real client stories.

• Explainer Videos: Quick demos or tutorials help prospects and customers understand your solution faster, leading to quicker sales cycles.

The key: align each type of video with your brand strategy and content strategy so it feels consistent, not random.

Overcoming the “Big Budget Myth”

Here’s the good news: you don’t need Hollywood-level budgets to create effective video. The myth that video requires a production team and studio is outdated.

• AI & Accessibility: A staggering 86% of advertisers are already using or planning to use AI for video creation (IAB 2025 Report). Why? Because it saves time and money.

• Canva + AI Tools: Canva brings enterprise-level resources to businesses of any size. Features like Magic Media, AI video creation, automatic captions, video recording, background remover, and Brand Kit templates mean you can produce professional, branded videos in minutes (Canva Video Features).

• Consistency Without Complexity: Canva’s resize and template tools let you adapt one video for multiple platforms without recreating content from scratch.

The rise of AI means creating video is easier, faster, and more affordable than ever before. And with Canva, you already have the tools at your fingertips.

👉 Curious how this looks in action? Learn how we help businesses leverage Canva or sign up for the Canva Video Workshop.

Embedding Video Into Your Strategy

Video works best when it’s not a one-off, but a strategic asset aligned with your broader marketing.

• Content Strategy: Repurpose a single 60-second explainer into a LinkedIn post, blog embed, email snippet, and Instagram Reel.

• Brand Strategy: Ensure your tone, visuals, and message align with your core brand values. Video is a brand amplifier.

• Marketing Strategy: Define outcomes. Is the goal awareness, lead generation, or direct conversions? Let your strategy guide your video calls-to-action.

When your video aligns across strategies, it adds clarity and impact.

What’s Next

Video is the most powerful communication tool available to businesses today. It boosts awareness, drives engagement, generates leads, and accelerates revenue—all while strengthening internal communication and training.

But knowing video is important isn’t enough. You need to know how to create and implement it strategically.

Here’s how KLC can help you take the next step:

• Schedule a Call: keenelaneco.com/interest-call to talk about how video fits into your marketing and brand strategy.
• Learn about our Canva services: keenelaneco.com/canva and how we can help you amplify your business.
• Join the Canva video training: www.keenelaneco.com/canva-video-workshop-registration to learn how to create strategic, standout video content in Canva.

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Final Thought

The rise of video is undeniable, but the real opportunity lies in how strategically you use it. Don’t let budgets or overwhelm stop you. With the right tools and the right strategy, your business can win big.

Let's Connect:

• Book an interest call here and let’s talk about your goals, your challenges, and the opportunities we can unlock together.

• Canva Agency Partner — helping teams stay on brand and scale content creation.

• HubSpot Solutions Partner — optimizing CRM systems and marketing automation for growth.

• Global Advisory Council Member of SHE IS AI — leading conversations on responsible, human-led AI.

Hope to hear from you soon!

Katy Keene
Founder & Principal Consultant
Keene Lane Co