How we use video and how people engage with it has changed. A year or two ago it was accepted that a 60–90 second video was the ideal solution. But now it is no longer about having one video, it is about building up a community and engaging your audience through a series of videos. A single video to showcase your product or service is no longer enough.
People don’t want to be sold to. They prefer to buy from you. It’s a subtle difference that means you need to develop a relationship with potential customers over a period of time, either face to face or via compelling content (in this case, video).