Video offers a unique multi-sensory experience. And its use is proliferating thanks to the breakthrough of high-speed Internet. Some 80% North-American Internet users view videos. Youtube is now the world's second largest search engine!

A video normally depends on a well-thought-out scenario, professional shooting and careful editing. But the Internet favors transparency, warm and human communications. Therefore, improvised videos are used more and more by companies.

MarketingSherpa points out that video is particularly appropriate for leads generation, product launches, employee recruitment and raising product and corporate awareness. A text, podcast and Web presentation can often effectively meet these needs. So why produce in a video? For two main reasons:
- your product must be seen, ideally in action, so people can understand its advantages;
- your spokesperson must be seen to earn sympathy and empathy.

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