What can using video as part of your online presence help you create?

Using video as part of your online presence primarily helps create a channel to engage with customers. Video content, especially interactive or live video, fosters direct communication, allows for demonstrations, and can build a stronger connection with your audience by showing personality and providing value. While video can go viral, virality is not guaranteed and shouldn't be the primary expectation or goal. Video also doesn't inherently create a variety of different brand perceptions; rather, it helps reinforce and deepen a consistent brand perception through a dynamic medium.