When it comes to pay-per-click (PPC) advertising online, one name stands out above the rest: Google AdWords. If you’ve ever seen the paid results at the top of the page when you run a Google search or seen a rotating banner ad on your favorite website, congratulations, you have experience with Google ads! For years and years, Google AdWords has dominated the PPC advertising business, giving businesses previously unprecedented opportunities to reach highly targeted audiences online. Google was unchallenged in its PPC supremacy. In recent years, however, a new contender has arrived.

Small business owners and entrepreneurs have been relatively slow to adopt Instagram as part of their social media marketing plan. It’s a missed opportunity, because there are a lot of potential customers on Instagram—more than 800 million, by last count. Some entrepreneurs skip Insta because they believe its user demographic is too young. More than half of all Instagram users are under 30, it’s true. But I’ve got news: Millennials have money, too. And if you aren’t reaching those users today, someone else is, shaping purchasing habits and choices that could last for years.

There’s no denying it: Video is taking over the Internet. Forgive me if I’m beginning to sound like a broken record, but if you’re serious about marketing your brand online, video has got to be a big part of your social strategy. That doesn’t mean you have to have movie-star looks or charm to succeed, but it does mean that it’s time to get smart about the kind of marketing content you’re posting.