Over the past couple of years, one digital trend has become impossible to ignore: video content.
According to HubSpot, 90% of businesses currently use video within their overall digital marketing strategy.
But did you know you can also leverage video as a lead-generation technique?
Around 83% of marketers say that using video as part of their marketing strategy has helped boost their lead-generation activities. Video content lets you build trust, share value, and increase social proof in an interactive and engaging format to attract more perfect-fit customers to your business.
With ScoreApp, you can build video into your lead generation strategy with ease. You can embed videos into the landing and results pages for your lead generation quiz, and build video courses to serve as a different kind of lead magnet for your products or services!
But, hold on – we’re getting ahead of ourselves!
Let’s dive into why video is so important, and how to use it for better lead generation in 2025.
Why is video more important than ever?
The rise in video-exclusive social media channels like TikTok has transformed the marketing landscape over the past few years.
In 2022, video made up 82% of all consumer traffic on the internet – and this number will only have increased since then. Video marketing is popular because it helps you build a personal connection with prospective customers, rather than acting as a faceless company.
Video can also be used to improve SEO, as it increases the quality of your website or landing pages – not to mention the time visitors spend on them.
There’s a reason why our ScoreApp pages are built to make embedding video content a breeze!
Here are the different ways to include video in your 2025 lead-generation activities:
1. Microlearning and educational video series
Why: On average, we spend 17 hours a week watching video content. Therefore, you have a huge opportunity to promote your products and services by creating some educational videos!
Microlearning content is a great trust-builder. You can use bite-sized clips to give immense value to your leads in short, focused intervals, and warm them up to the idea of buying from you in the process.
These videos are typically between 60 seconds and 5 minutes long. Shorter videos help your viewer retain information and ensure you stick to the point and focus on value. They are the perfect lead magnet!
We call these video mini-courses – and we have templates on ScoreApp that are ready to use instantly. Creating educational video mini-courses will position your brand as an authority, and attract perfect-fit leads who value your expertise.
If you aren’t sure what microlearning content would look like for your business, here are some of our favourite video mini-course examples!
How: Create three short educational videos that answer common questions or provide valuable insights for people to access after completing your lead generation quiz.
Embed these videos onto your ScoreApp results pages, and then set up an email sequence to keep your leads engaged and continue educating them on your products or services – with more video content, of course!
2. Interactive video content
Why: Interactive video makes your content far more memorable, as viewers can actively engage with it!
Like a ScoreApp quiz, adding interactive elements to your video makes it a more active viewing experience. This keeps you firmly front of mind when people are making purchasing decisions.
Digital marketers who use interactive video find their conversion rate increases by 25%, and their lead generation by 18%.
Interactive videos are also a great way of gathering data on viewer preferences, which you can then use to enhance your lead segmentation and better personalise all your communications.
How: Add interactive elements like polls and clickable hotspots to your videos to encourage engagement. Tools like Wistia an Vizia allow you to embed these elements into your video.
You could also use gamification principles to set up “choose-your-own-adventure” pathways within videos. This creates a personal experience for every viewer and leads them to the right next action based on their needs.
Always remember to include a clickable call-to-action to encourage viewers to take the next step after watching your video, such as:
- Book a demo
- Download a white paper
- Sign up for a newsletter
- Complete a quiz
3. Live video events and webinars
Why: Your videos don’t always need to be pre-recorded.
Live events – such as webinars – are excellent for generating leads, particularly if you offer complex products or services that benefit from direct engagement.
From product launches to Q&As and educational events, live video events can be used across the sales funnel to build trust and establish your business as a thought leader.
They are also a great way to identify high-value leads for you to continue to nurture after the event, as a prospect has shown interest and commitment by showing up in the first place.
You can also use an interactive quiz during your webinar to create real-time engagement opportunities, then use individual results to send personalised follow-ups and offers.
Plus, clips from your webinar can be used to create engaging marketing content after the event ends!
How: Host regular live webinars, panel discussions, or virtual demos of your product using platforms like Zoom, YouTube Live, or LinkedIn Live.
Focus on providing value-rich content. Educate your leads on key industry trends, demonstrate that you understand their challenges, and show how your product or service is the solution.
And don’t forget to collect participant contact information to create an engaging follow-up journey that moves people through your customer journey afterwards.
We’re big fans of webinars at ScoreApp. We even have a webinar registration template that you can use to create an engaging landing page for your video event in just three minutes.
You can easily integrate our quiz software into your webinar and video events – from lead capturing to live quizzes and post-event follow-up.
4. Video testimonials and case studies
Why: Be honest – when was the last time you purchased something without reading reviews first?
Chances are, it’s been a while!
Making videos for your business is one thing. But the content that leads trust the most comes from your real clients.
Sharing videos of real success stories from your clients helps to boost the credibility of your product or service. Research has shown that 43% of customers prefer User-Generated Content (UGC) – content generated by individuals who use a brand – to videos made by the brand itself.
Combine this with the high level of engagement that comes with video, and it’s clear that video testimonials and case studies are a no-brainer for demonstrating your value, generating new leads, and moving prospective customers further down the sales funnel.
How: Create short, story-driven testimonial videos with some of your highest-value clients.
Try to keep testimonial and case study videos to a maximum of two minutes in length, and make sure you cover:
- The client’s challenges
- Why they chose to work with you
- The solution you offered
- The results the client achieved
- What it was like to work with you
Then, end your video with a CTA that directs the viewer to the next step – such as booking a demo or contacting your sales team.
You can script your video case study for clients – but it should be seen as a guide, rather than exactly what they should say.
Once recorded, share these videos as far and wide as possible! Include them on landing pages, signpost them on social media platforms, and use relevant testimonial videos across lead nurturing sequences.
5. Personalised video outreach
Why: Personalised marketing is one of the hottest trends for 2025 – so it’s only natural that you follow this up with highly personalised lead generation!
Companies that personalise their interactions with prospects and customers find they generate 40% more revenue than those that don’t.
Video is already a highly engaging content format. When you personalise it, you can massively boost how leads engage and connect with your business.
Much like personalised marketing, using personalised videos as a form of outreach helps to create a tailored experience with every lead.
When you show you understand someone’s individual needs, they are far more likely to watch your video and respond to it: moving them one step further down the customer journey.
A ScoreApp quiz can help you easily identify the highest-value leads to send personalised videos to, as your leads are scored based on each person’s answers.
How: Create short personalised videos for high-value prospects using tools like Vidyard or Loom.
Include details such as:
- The recipient’s name
- Their business needs
- Their quiz result
- How you can help
For example, if you run a digital marketing agency, this is how you could reach out to a high-value prospect after they completed your quiz:
“Hi Dan! This is Sophie from The Marketing Hub. I hope you found our quiz helpful! I was reading through your results and noticed that social media marketing is an area where you would like to make improvements. I’d love to share some personalised strategies with you. Would you be free to chat tomorrow afternoon?”
You should then send videos as part of your email marketing outreach, or in a direct message on social media platforms like LinkedIn to start meaningful conversations and build relationships.
It really is that easy!
Get more leads in 2025 with ScoreApp
With ScoreApp, you don’t need to choose between using a quiz or video content for lead generation: you can do both!
We can structure the mini-course journey for you and have all the tech in place to stop you from making video mini-course mistakes that reduce your engagement and conversion rates.
Alongside our AI quiz builder and customisable templates, you can design beautiful user-friendly landing pages to host an engaging video mini-course to keep your leads engaged.
All our templates can be fully customised to suit your business, and you can integrate thousands of other tools to create a seamless lead-capturing and nurturing experience.
Leverage video for better lead generation in 2025 and try ScoreApp today for FREE.
