You’re convinced that your company should be using more video in its marketing materials, presentations, and online conversations. That’s sometimes easier said than done.

What works for one company may not for the next. And, what works for yours one season might flame out the next go-around.

There’s a lot of A/B testing that goes into maintaining a sizable video presence, but what’s most important is taking note of what’s working and taking measures to develop a list of best practices for future productions.

Here are a few suggestions of ways some popular brands are using video, and how you can implement similar ideas into your marketing mix:

1. Catchy sizzle reels

I recently attended a marketing conference where the keynote speaker began her presentation by stating that she prefers to tell stories through video.

Then she played a short film that featured happy shoppers at national retail stores, as well as a selection of stock video to help set the scene for the various cities on this virtual tour. Her instinct was right — the audience was captivated by what they saw. Big, broad shots, beautiful colors, steady movement, and exciting music all came through. When the video ended, everyone applauded.

The CMO had won over the crowd before really uttering a single word. She spoke to what was happening at the company through the lens of what we’d already seen on the screen.

Check out how Salesforce has used the power of music, images and storytelling in their recent “How to become a customer company” video (below). It’s a great example of harnessing the full experiential power of video to tell a story.

2. Product walkthroughs

How many times have we been bored by an instruction manual or just tossed it away in favor of fending for ourselves? Video allows companies to address customers as people.

Use your online presence to benefit the consumer through a short, online tutorial that helps them better understand your brand, product, or service. They can pause or rewind as they need to, take notes, or review.

Apple does a great job of making a tech company and its tech feel approachable by including short videos addressing its products and changes to them. Here’s an example for the Apple Watch:

Your company can do the same by “speaking” to people when they need assistance the most. You can offer great customer service before they even ask for it, with just a click.

3. Customer satisfaction

In this era of social media and Yelp reviews, we trust our peers more than ever to tell us what’s good and who to turn to for our needs. Overall, it’s a good thing for us, and it forces companies to reckon with their reputation and standing. Lose one person, possibly lose their network.

There’s also an opportunity for companies that comes with this referral system. Brands should tell their own stories of satisfied customers. Show off who they are, what they got, and how it improved their stake in life.

For instance, eBay achieved that goal when it released its motorcycle ad that depicted the love a man had for his machine. That’s a relatable and transferable message. Here it is:

Ask yourself what value you’re providing to current and future customers. Then go out there and put it on display for the world to love and share.

Update June 30, 2015: Want more? Check out this post on 5 of the best video storytelling examples that are seriously good at bringing the waterworks.

Kimbe MacMaster