Content marketing has sort of become a big deal in the 21st century. Of course, that comes as no surprise when Google is the number one company in the world and everyone wants to show up in Google’s search results.

But it’s easy to forget that the second most trafficked site is Youtube. That’s why business videos are becoming increasingly relevant to targeted marketing. Consumers eat up video at an alarming rate, and they’re growing more gluttonous with every passing year.

So, how do you make yourself relevant in Youtube’s increasingly competitive search results? You could put out more promos, product demos, and event videos. Or you  could take a page out of the Youtube celebrity playbook and start vlogging.

Vlogs, or video blogs, are a totally different animal compared to traditional business videos. There’s a reason vlogs are, to this day, the domain of Youtube celebrities and not corporations. They’re just so different from the typical business video that many ad executives don’t really believe they have any place in business. They couldn’t be more wrong.

Vlogs are uniquely valuable to business for 5 big reasons:

1. Many of the most successful vloggers use prompts but don’t follow scripts.

Translation: Vlogs are conversational, don’t have to involve scriptwriting costs, and have a faster pre-production turnaround time.

2. Vlogging doesn’t have to involve more than a speaker, a camera, and graphics.

Translation: Vlogs enjoy a lower upfront cost and faster production and post-production times.

3. You can vlog about dorky things very specific to your industry.

Translation: Since vlogs aren’t well-defined in the video marketing world. Vloggers can dive into subject matter that may not make sense for promo videos or product demos.

4. Vloggers can build up dedicated social followings.

Translation: Flo is a valuable human mascot for Progressive, but she reads from a script and is obviously a corporate representative. Vloggers, on the other hand, build up trust because they’re down to earth and conversational. A consistent vlogger becomes the true face of the company for viewers.

5. Vlog posts lead to more vlog posts.

Translation: A simple hook at the end of a vlog will lead viewers to the next post. It’s such a simple thing, yet it puts vlogs leaps and bounds ahead of promotional videos because of the incredible potential for social sharing, conversion, and ad placement.


Unfortunately, businesses large and small still aren’t thinking about vlogs. In fact, if you google “business vlogs”, the relevant search results are surprisingly sparse.

But vlogs make total sense for marketing. They’re the blogs of the video world, and video marketing has already overtaken content marketing when it comes to dominance of the online content pie. So, if you have a blog, why are you not vlogging? Cisco certainly thinks you should be, and so do we.