To reach the “digital generation,” Pope Benedict XVI has launched his own video presence on YouTube last week. Noting that the internet “wraps all of  our planet in an increasingly close-knitted way,” the pontiff’s channel will contain video and audio recordings as well as news about the Holy See.

The Pope and others are going with online videos for more than the reason that they are popular. You can say a lot with pictures, but there is another element for the small business owner or non-profit director: the trust factor.

If you are looking for a doctor, dentist, or lawyer in your city, you want to see a picture of the person to get a “feel” for his work, right? What’s your first impression of him? Does he look like he knows his stuff? Will he treat me with respect? Does he look honest? You can tell a lot just by seeing and hearing him. Thus, video goes deeper than the printed word.

“Things are going the way of video marketing, so hop on the train when you can so you can start taking advantage of the free traffic,” says entrepreneur and marketing expert Andrew Maule.

Start by taking a look at YouTube.com to see videos in your line of work that you like. You’ll see that some use still photos with slides of text. Others use video images. Set up a profile on YouTube. If you want to keep your video very simple, use YouTube’s video editing feature, upload your own photos, and make a one-minute video. YouTube offers explanations about video in general, about how to get a video from a camcorder onto YouTube, and how to make a video out of still pictures.

If you want to get more involved, buy a video camera for under $300. Most computers today have movie-editing software, so splice in text between your video shots. Put your company name at the beginning and end, and your website address at least at the end. Select keywords that identify what you are talking about. Don’t forget to link to the video from your website.

Hope on to the video bandwagon today.