If You Don’t Show It, It Doesn’t Exist

The Rise of Video

By 2022, Cisco projected that **82% of all internet traffic** would be video-based, up from 75% in 2017. That means the majority of online content consumed today is video. Despite this trend, many businesses still hesitate to embrace video, often saying, “I don’t watch videos online, so why would my customers?”

Here’s the truth: **Personal preferences don’t define smart business decisions.** The data is clear—video isn’t a passing trend. It’s here to stay and grow. The question isn’t whether your audience uses video; it’s whether your business is showing up in the ways they prefer to engage.

Look at Your Own Website

Ask yourself: **What percentage of your website is video-based?** If you’re like most companies, it’s probably 10% or less. But don’t worry—most of your competitors are in the same boat. This means you have a huge opportunity to get ahead by making video a core part of your marketing and sales strategies.

The key takeaway is this: **You can’t afford to be passive about video.** You don’t need to buy a video production company, but you do need to lead the change within your organization. This requires a mindset shift about what your business truly is in the digital age.

Think Like a Media Company

At IMPACT and Vidyard, we teach a simple but transformative mindset: **Every business is a media company first—whether they like it or not.**

For example, my company, River Pools, isn’t just a swimming pool business. It’s a **media company that happens to sell pools.** Vidyard isn’t just a video platform provider—it’s a **media company that helps businesses succeed with video.**

This shift may feel counterintuitive, but it reflects the reality of today’s digital buyers. People don’t just buy products—they consume content. Businesses that act as media companies build trust faster, educate better, and win more customers.

Show, Don’t Just Tell

The most important mindset shift is this: **Unless we show it, it doesn’t exist.**

Think about your business. How much of what you do is described but never shown? Buyers want transparency. They trust companies that teach and demonstrate solutions instead of just talking about them. Showing builds credibility.

This philosophy should drive everything—from sales and marketing to customer experience. Businesses that embrace video are more likely to create meaningful connections, and that trust leads to conversions.

Building Your Media Culture

Adopting this mindset isn’t just about marketing; it’s about culture. To truly integrate video, you’ll need to:

• Empower teams to create video content in-house.
• Focus on transparency and education in your messaging.
• Prioritize video in sales, marketing, and customer support.

This process isn’t just for big-budget companies. With smartphones and affordable editing tools, businesses of any size can start building their video presence today.

What’s Next?

Now that we’ve explored why video matters and why you need to embrace it, let’s dive deeper. First, we’ll discuss how sales teams can use video to close deals faster. Then, we’ll examine how marketing teams can integrate video into every stage of their campaigns.