September 15, 2025
You've built something online. Maybe it started as a side project, maybe it was always meant to be a business. Either way, you've got this digital space that represents who you are and what you do. The tricky bit? Turning that into actual money.
I'm going to be straight with you. Video is how you do it. Not those perfectly produced corporate videos (though there's a place for those). I mean real, useful video content that actually connects with people. Using video for online business isn't some trendy marketing thing anymore. It's pretty much essential. Why? Because video lets you show up as a real person. Blog posts are great, I write loads of them. But they can't replace seeing someone's face, hearing their voice, catching that moment when they're genuinely excited about solving a problem you've got. That's what builds trust. And trust? That's what actually makes money.
Before I get into the money-making side of things, we need to talk about why video actually works. Because it does work. Really well, actually.
There's a proper strategy to video for online business, and when you get it right, everything changes. Here's what I've seen it do:
People buy from people they know. Or at least, people they feel like they know. That's not some marketing guru wisdom; that's just how humans work. We've been doing business this way for thousands of years, except now it happens through screens.
Video cuts through the noise. When you're on camera, you can't hide behind perfectly edited prose. People see you. They hear your voice (maybe you stumble over a word, maybe you laugh at yourself). They catch your expressions when you're explaining something you really care about. That builds something that a well-written blog post simply can't.
I write for a living, so I'm not knocking text. But there's a warmth in video, a realness that makes people think "Okay, I trust this person." And when someone trusts you? They're not just buying your product. They're buying into your whole approach, your story, what you stand for.
Quick question. You're scrolling through your phone right now (or you were five minutes ago). Someone's written this massive article. Someone else has made a 5-minute video about the same thing. Which one are you actually going to consume?
Yeah. The video. Me too.
The data backs this up, by the way. Landing pages with video? Conversion rates go up. Significantly. Email subject lines that just have the word "video" in them get opened more. Instagram and Facebook absolutely love video content because it keeps people on their platforms longer. Which means their algorithms show it to more people. For you, that translates to more eyeballs on what you're doing, more chances to connect, more opportunities to make sales.
Here's something that surprises a lot of business owners: video is absolutely brilliant for SEO. YouTube is the second-biggest search engine in the world. Just behind Google. And guess what? Google owns YouTube. So when you make an optimised video for an online business, you're essentially getting two shots at being found instead of one.
Google loves sticking video results at the top of search pages, too. You've seen them, those preview boxes that catch your eye before you even scroll. That's valuable real estate, and it's sitting there waiting for you.
There's another thing. When someone lands on your website and watches a video, they stick around longer. Search engines notice this. They think, "Okay, this site has good stuff", and rank you higher. Simple as that.
Making a video just to make a video is pointless. Honestly, it's a waste of your time and energy. Every single video needs a purpose. Are you building your email list? Showing off what your product does? Going straight for the sale? Whatever it is, know what you're doing before you hit record.
If you're selling something (physical product, digital download, service, whatever), you need to show it working. Don't just list the features like you're reading off a specification sheet. Show people the actual problem it solves. Walk them through it.
Here's where tutorials become powerful. You teach someone how to get a result using your thing. Two birds, one stone: you're educating potential customers, and you're establishing yourself as someone who knows what they're talking about. These become resources people come back to again and again.
Now, you can shoot decent tutorials on your phone. But if you're serious about standing out, professional video content takes things to another level. There's a difference between "this is helpful" and "wow, these people know what they're doing." Sometimes that polish matters, especially if you're competing in a crowded market.
Want to build authority fast? Teach people what you know. Make free videos that solve actual problems your ideal customer has. Could be a series of quick YouTube tips. Could be longer, more detailed guides on your own site. Either works.
Webinars are where this gets interesting. There's something about live that creates urgency. FOMO, if you want to call it that. You present valuable information, answer questions as they come in, and then (this is the smart part) you present an offer at the end. Your audience is already engaged, already warmed up. Works brilliantly for high-ticket courses or coaching programmes. Just don't let technical problems ruin it for you. Nothing kills credibility faster than a webinar that keeps dropping out.
People are nosy. They want to see what happens behind the curtain. A day in your life, a tour of where you work, casual chats with your team. This stuff creates community around what you do.
These aren't sales videos. Not directly, anyway. They're about making people feel like they're part of something. I've watched businesses build incredibly loyal followings just by being real on camera, showing the messy bits alongside the polished bits. That loyalty? It turns into long-term customers and word-of-mouth that you can't buy. Don't underestimate the power of just being yourself.
Social proof. Everyone talks about it because it works. But here's the thing: written testimonials are fine. Video testimonials? Different league entirely.
When someone who could be your next customer sees and hears a real person talking about how your product changed things for them, that cuts through scepticism like nothing else. It's proof. It's real. It's someone like them saying "yes, this actually works."
Get your happiest customers to record something. Even if it's rough, even if they film it on their phone in their kitchen, that authenticity is what makes it powerful. Build up a collection, and suddenly your sales page has real weight behind it. You're not just claiming your product works anymore. You're proving it.
Making good content is one thing. Most people can do that with a bit of practice. Building a system that actually generates consistent income? That's where it gets tricky. That's where most people get stuck, actually.
Let me walk you through the models that work for monetising your video for an online business:
Right, let's break these down properly.
Simplest approach? Sell your video content directly. This is literally how the entire online course industry operates. And it operates well because it scales.
Package up what you know into a comprehensive course. Sell it for a one-time fee. Or build a membership site where people pay monthly or yearly to access your library of videos, tutorials, whatever else you've got in there. The technical side isn't as scary as it used to be. There are platforms now that handle most of the heavy lifting whilst you focus on actually creating content and helping your audience.
Not everything needs a price tag on it. Actually, your best video content should probably be free. Strategic, but free.
Use video for online business as bait to grow your email list. Offer a free workshop, a useful tutorial, or maybe access to a webinar replay. In exchange? Email address. Once they're on your list, you can nurture them over time, keep building trust, keep providing value. Then, when you do pitch something paid, it doesn't feel like you're just trying to flog them something.
Your email list is probably the most valuable asset your business has. Video builds it faster than almost anything else.
Don't have your own product yet? Doesn't matter. Affiliate marketing lets you earn while you're building.
Make video reviews of products or services you actually use. Genuinely use. Not just stuff you found that has a good commission structure. When someone buys through your link, you earn. Simple.
The word "genuinely" is doing a lot of work in that paragraph. Only recommend things you actually believe in. Your audience trusts you. That trust evaporates fast if you start flogging rubbish just because someone's offering you 30% commission. Be honest. Be helpful. The money follows, but it follows trust first.
You don't need a Hollywood budget for this. Your smartphone probably shoots better video than professional cameras from ten years ago. Editing software? It's everywhere, and most of it's free or cheap. What you actually need is to stop overthinking it and just start.
Integrating video for an online business takes commitment. It's not a quick fix, not something you do once and forget about. But the returns (stronger brand, deeper engagement, multiple income streams) make it worth the effort. Start small. Provide genuine value. Let video do what it does best, which is scale your business beyond what you thought was possible.
That's it. Now go make something.
Not at all. Your smartphone is more than capable of shooting high-quality video. The most important things are good lighting and clear audio. Focus on creating valuable content first, you can always upgrade your gear later as your business grows.
Be authentic. Show up as yourself, don't hide behind a corporate script. Sharing behind-the-scenes content or even just talking directly to the camera about your experiences helps people feel like they know you. That connection is what builds lasting trust.
Video helps your SEO in two main ways. First, hosting videos on YouTube gives you a chance to rank on the world's second-largest search engine. Second, when you embed videos on your website, visitors tend to stay longer. This increased 'dwell time' signals to Google that your page is valuable, which can improve your rankings.
Yes, absolutely. Affiliate marketing is a great way to start. You can create helpful review videos or tutorials for products and services you already use and believe in. When your viewers make a purchase through your unique link, you earn a commission.
Start by creating educational content that solves a specific problem for your ideal customer. This could be a short tutorial or a quick tip video. This approach immediately provides value, establishes your expertise, and helps you build an audience that trusts your advice.
