Are product videos becoming a core growth lever?

In my last post, we talked about how video workflows are evolving.

Zooming out, I’ve been thinking about something bigger.

It feels like product videos are moving beyond “nice-to-have tutorials” and becoming embedded across the entire growth motion.

Not just:
• How-to videos

But:
• Onboarding flows
• Feature announcements
• Sales enablement
• Reducing support tickets
• Customer education
• Even async internal updates

In some teams, video is starting to feel like infrastructure – something you build into the product and growth engine from day one.

In others, it still feels reactive.
“Can someone record a quick demo?”
“Can we make a walkthrough for this launch?”

So I’m curious:

Are product videos becoming a strategic growth lever in your org?
Or are they still tactical and request-driven?

What are you seeing?