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If you’re looking for novel ways to reach customers online, video can be the way to go. Building your own YouTube channel, hosting videos on your website, and publicizing them via social media can all be great ways to get attention, attract new customers, and build awareness about the coverage you offer. Here are just a few ways you can use video to expand your insurance business.

Webinars. Webinars offer a great way to demonstrate your expertise—especially if you offer complex business coverage for commercial customers. These customers would value expert knowledge on how to reduce their costs of coverage, reduce risk, and make sure they get the coverage they need or are legally required to have.

But you can also use webinars to reach individual customers; you just may have to get more creative with the subjects you cover. A webinar on health insurance for freelancers, homeowners coverage for first-time homebuyers, or long term care for adult children of aging parents could also get traction if marketed to the right audience.

Webinars are ideal for demonstrating your expertise and value to customers, including those who are used to going to direct insurers for their coverage—and positioning yourself as an important resource for coverage questions.

Interviews with customers. Film interviews with current customers on the coverage they have, how your company has helped them save money on premiums or solve a difficult claim, answer tricky insurance questions, or get coverage when they thought it was impossible. Customer success stories are ideal, as well as stories that highlight a common problem or question your customers have or show the specific value you bring to your customers.

Interviews with employees. These interviews can go a long way toward humanizing your business and making your company approachable. Let your employees talk about what they like most about their jobs, the special expertise they bring to the table, and the ways they help your customers every day. Let them highlight more personal qualities too—hobbies, family, and other interests can demonstrate the things they have in common with customers on a more personal level.

Informational videos. Sometimes the claims process and other processes can be confusing and intimidating for new customers. De-mystify some aspect of the insurance business for your clients and customers, either through interviews with employees or through an on-site walkthrough, if appropriate.

Funny skits. If your employees have the comedic chops, develop a funny video that highlights the absurd, the hilarious, or the amusing about working in your office. Be sure to keep it positive, however, and don’t let the video veer toward offensive. Humor can be harder than it looks, but if you do it right, it builds rapport and gets attention.

There are plenty of ways to use video to build an online audience—and plenty of ways to make insurance topics interesting and accessible via video. Try webinars, interview customers or employees, take your clients step by step through processes such as claims, and more—and you’re likely to both build an audience and generate new business.