The West Bend Area Chamber of Commerce announced on Apr. 9 that many local businesses are underusing multimedia storytelling, despite its growing importance in marketing and community engagement.
Chamber representatives say that video and audio content have become essential tools for businesses to reach customers, build trust, and connect with the community. The chamber notes that creating professional-quality content is now accessible without significant investment or technical expertise.
Recent industry research supports this shift toward multimedia. According to Vidico’s 2026 video marketing research, there was a 15% increase in videos uploaded by businesses between 2023 and 2024, with total watch time rising by 44%. Additionally, short-form videos receive more than twice the engagement of longer formats. A NuVoodoo study found that short-form video appeals across generations: over half of Boomers, as well as most Millennials and Gen Z consumers, regularly watch such content.
Authenticity has also emerged as a key factor in effective video marketing. iStock’s Senior Director of Creative said, “You don’t need a big production crew — just a compelling story and the willingness to show what goes on behind the scenes.” The chamber emphasizes that small businesses can use smartphones to create high-quality content and do not need expensive equipment.
The West Bend Area Chamber already provides members with opportunities for multimedia exposure through free radio commercials aired locally and shared online. Members are encouraged to repurpose their own social media videos through chamber platforms for greater reach. Audio is another important component; AI-powered tools now make it easier for members to add custom sound effects without copyright concerns.
For chambers concerned about added workload from producing more media content, Wyzowl’s latest report shows most small teams handle video production internally using modern AI tools. MemberClicks states that resources like email campaigns, member directories, and simple editing software “help carry the message further, even with small teams and tight budgets.” The chamber suggests documenting events such as Business After Hours or WIN Breakfasts as valuable opportunities for capturing shareable moments.
Looking ahead, programs like Leadership West Bend offer structured support for members interested in developing stronger communication skills. The chamber encourages all members to treat each event as an opportunity not only for networking but also for creating engaging stories about their business involvement.
