If you’ve ever scrolled past a text-only listing without a second thought, you already understand why video matters. Customers make snap judgments about trust in seconds, and increasingly, video is what tips that judgment in a business’s favor. Video is no longer a nice-to-have either: 91% of businesses now use video as part of their marketing strategy, up from 86% just two years ago. For industries like real estate, listings that include video have been shown to generate significantly more inquiries than listings with photos alone.

That same logic applies directly to a business directory listing. A written description tells a customer what you offer. A video shows them your premises, your team, your finished work, or your product in action, the kind of proof that’s much harder to fake and much easier to trust.

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What the Data Says About Video and Trust

• Video builds trust faster than text or photos alone. A large majority of consumers say video quality directly affects how much they trust a brand, and that trust is exactly what a first-time customer needs before they’ll pick up the phone.
• Testimonial videos move the needle on conversions. Businesses using video testimonials report meaningfully higher conversion rates than those relying on written reviews alone. Seeing a real customer explain why they’d hire you again carries more weight than a star rating.
• Short is enough. Most marketers now consider 30 to 60 second videos the most effective length. You don’t need a studio production, just a clear, honest look at your business is what earns attention.
• It reduces back-and-forth. A short video showing your product, service process, or premises can answer the questions a customer would otherwise need to call and ask, meaning the inquiries you do get are often further along and more likely to convert.

What Kind of Video Actually Works for a Listing

You don’t need a marketing agency to make an effective business video. A few formats consistently perform well for directory-style listings:

• A walkthrough of your premises. Especially valuable for hotels, restaurants, showrooms, or any business where physical space matters to the customer’s decision.
• Your work in progress. A contractor on-site, a manufacturer on the production line, a farm at harvest. This is often the single most persuasive kind of proof for service and industrial businesses.
• A short customer testimonial. Even a 30-second clip of a satisfied client speaking in their own words tends to outperform a written quote.
• A quick introduction from you. A founder or manager speaking directly to the camera, explaining what the business does and who it’s for, builds a level of familiarity a paragraph of text can’t match.

Adding Video to Your Afrikta Listing

Afrikta supports video directly on business listings, so you can show customers your business instead of just describing it. Once your listing is live on Afrikta, it will be featured on your listing profile alongside your photos and description, giving customers browsing your category one more reason to reach out to you instead of a competitor.

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Alternatively, you can submit your business video directly on Afrikta via the video submission page. Once approved, it will appear in the Afrikta video archive.

Already listed on Afrikta? Log in to your dashboard and add a video to your profile to start standing out.

Not listed yet? List your business on Afrikta and get discovered by customers across 40+ African countries, photos, description, and video included.