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Video Marketing
Marketing Strategy
Digital Marketing
Content Marketing
Video Production
ARTICLE #108
The rise of video marketing: Why does your brand need it?
Video Marketing
Marketing Strategy
Digital Marketing
Content Marketing
Video Production
Written by:
6 min read
Updated on: September 03, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Video marketing is becoming popular as a way to increase conversions, generate leads, and educate customers. Statistics show that 91% of businesses use video marketing as an important part of their overall digital marketing strategy.
Video production is easier and comparably more cost-effective today because you can shoot a high-quality video even with your smartphone. Despite these advancements, video marketing can be complicated if you don't have a proper plan, equipment, and editing software.
If you have been trying to determine whether your brand should adopt video marketing, note that videos account for 80% of all internet traffic. This is a huge percentage and shows that if you haven't yet adopted video marketing, you are not only falling behind but also on the track to lose customers in the coming years.
Video marketing is becoming popular as a way to increase conversions, generate leads, and educate customers. Statistics show that 91% of businesses use video marketing as an important part of their overall digital marketing strategy.
Video production is easier and comparably more cost-effective today because you can shoot a high-quality video even with your smartphone. Despite these advancements, video marketing can be complicated if you don't have a proper plan, equipment, and editing software.
If you have been trying to determine whether your brand should adopt video marketing, note that videos account for 80% of all internet traffic. This is a huge percentage and shows that if you haven't yet adopted video marketing, you are not only falling behind but also on the track to lose customers in the coming years.
Video marketing is becoming popular as a way to increase conversions, generate leads, and educate customers. Statistics show that 91% of businesses use video marketing as an important part of their overall digital marketing strategy.
Video production is easier and comparably more cost-effective today because you can shoot a high-quality video even with your smartphone. Despite these advancements, video marketing can be complicated if you don't have a proper plan, equipment, and editing software.
If you have been trying to determine whether your brand should adopt video marketing, note that videos account for 80% of all internet traffic. This is a huge percentage and shows that if you haven't yet adopted video marketing, you are not only falling behind but also on the track to lose customers in the coming years.
Why does your brand need video marketing?
Why does your brand need video marketing?
Why does your brand need video marketing?
Due to the growing number of platforms, competition is rising for engagement from B2B and B2C audiences. Brands and influencers are all struggling for attention online. During all these circumstances, video continues to be one of the most preferred forms of content for businesses and buyers of all types.
Statistics show that audiences spend 17 hours a week watching videos online. So, adopting a video marketing strategy in your business can bring several benefits, some of which we have mentioned below.
Google algorithm prefers videos
The Google algorithm loves videos. A website with a video on its page is 53% more likely to appear on the top pages of search results. Google is well aware of the format its users prefer to give them a great user experience. That is the reason why Google prefers videos rather than 3000-word in-depth blog posts.
If you want to boost the online visibility of your business, reach more audiences, and generate more traffic, start adding well-optimised videos to your website to get the desired results.
Easily shareable across platforms
Video is the second most popular type of content that increases engagement on social media. YouTube and TikTok have always been the platforms where you can upload videos, while Instagram and Facebook also focus their shifts on video.
Platforms that don't offer native video uploads are now mentioning the value of video marketing. Almost 68% of video marketers are planning to use LinkedIn, while Pinterest is the platform where a billion videos are watched per day.
Enhances SEO performance
Of all marketers, 31% use video marketing to improve SEO performance. Websites that add video experience an increase in their search engine rankings because it maximises page quality and user time on the page.
Statistics show that video can increase organic traffic from search engine result pages by 157%.
Boosts conversions and sales
Around 60% of marketers admit that their customer acquisition cost has gone up with video marketing, while 83% of video marketers experienced more leads with videos.
If you upload a well-edited video on your landing page, it will engage users and demonstrate the benefits of your product in a better way that text alone cannot match. Statistics reveal that shoppers who view videos are 174% more likely to buy a product than those who don't.
Appeals to mobile audiences
The people who watch most of the video content are mobile users. It doesn't matter where you are; from a baseball game to a restaurant or a movie theatre, you will see everyone pull out their smartphone once or twice.
Mobile video consumption is rising 100% with every passing year. So, if you are not using video on your website, it means you are missing out on tons of potential views, which could lead to tons of potential conversions.
Educates customers and builds trust
Video helps educate customers because many people learn best through visuals rather than text. Statistics show that 25.8% of users want to watch how-to videos, and 26% want educational content.
You will need to adopt a strategy to add educational videos to your branding content in a unique way. Possible options include demos for interested prospects and how-to videos for new product users.
Improves email click-through rates
If you include videos in emails, you can significantly increase click-through rates. Videos are capable of capturing interest more efficiently than text driving more traffic to your website or campaigns.
Statistics show that adding videos to email marketing campaigns can boost engagement, leading to a 200% to 300% increase in click-through rates.
Strengthens social media presence
It is a common practice among marketers to use videos to attract visitors to the social pages of a company. There is a high chance of videos getting more likes and shares on the landing page and YouTube channels to increase the online presence of your brand.
LinkedIn data states that videos on their platform are more engaging and are shared 20 times more than other forms of content, such as images or texts.
Supports retargeting campaigns
Video ads used in retargeting campaigns have higher conversion and engagement rates. They act as a reminder for viewers that they have viewed the product but didn't purchase it. This tactic nudges them towards conversion.
Statistics from Business Insider revealed that video ads have an average CTR of 1.84%, the highest among all digital ad formats.
Provides measurable marketing results
Your brand needs video marketing to get measurable results through detailed analytics to track conversion, engagement rates, and ROI. Statistics highlight that 86% of companies use video marketing strategies and measure their success while relying on analytics. Around 51.9% of marketing professionals admit that video content has the best return on investment.
Due to the growing number of platforms, competition is rising for engagement from B2B and B2C audiences. Brands and influencers are all struggling for attention online. During all these circumstances, video continues to be one of the most preferred forms of content for businesses and buyers of all types.
Statistics show that audiences spend 17 hours a week watching videos online. So, adopting a video marketing strategy in your business can bring several benefits, some of which we have mentioned below.
Google algorithm prefers videos
The Google algorithm loves videos. A website with a video on its page is 53% more likely to appear on the top pages of search results. Google is well aware of the format its users prefer to give them a great user experience. That is the reason why Google prefers videos rather than 3000-word in-depth blog posts.
If you want to boost the online visibility of your business, reach more audiences, and generate more traffic, start adding well-optimised videos to your website to get the desired results.
Easily shareable across platforms
Video is the second most popular type of content that increases engagement on social media. YouTube and TikTok have always been the platforms where you can upload videos, while Instagram and Facebook also focus their shifts on video.
Platforms that don't offer native video uploads are now mentioning the value of video marketing. Almost 68% of video marketers are planning to use LinkedIn, while Pinterest is the platform where a billion videos are watched per day.
Enhances SEO performance
Of all marketers, 31% use video marketing to improve SEO performance. Websites that add video experience an increase in their search engine rankings because it maximises page quality and user time on the page.
Statistics show that video can increase organic traffic from search engine result pages by 157%.
Boosts conversions and sales
Around 60% of marketers admit that their customer acquisition cost has gone up with video marketing, while 83% of video marketers experienced more leads with videos.
If you upload a well-edited video on your landing page, it will engage users and demonstrate the benefits of your product in a better way that text alone cannot match. Statistics reveal that shoppers who view videos are 174% more likely to buy a product than those who don't.
Appeals to mobile audiences
The people who watch most of the video content are mobile users. It doesn't matter where you are; from a baseball game to a restaurant or a movie theatre, you will see everyone pull out their smartphone once or twice.
Mobile video consumption is rising 100% with every passing year. So, if you are not using video on your website, it means you are missing out on tons of potential views, which could lead to tons of potential conversions.
Educates customers and builds trust
Video helps educate customers because many people learn best through visuals rather than text. Statistics show that 25.8% of users want to watch how-to videos, and 26% want educational content.
You will need to adopt a strategy to add educational videos to your branding content in a unique way. Possible options include demos for interested prospects and how-to videos for new product users.
Improves email click-through rates
If you include videos in emails, you can significantly increase click-through rates. Videos are capable of capturing interest more efficiently than text driving more traffic to your website or campaigns.
Statistics show that adding videos to email marketing campaigns can boost engagement, leading to a 200% to 300% increase in click-through rates.
Strengthens social media presence
It is a common practice among marketers to use videos to attract visitors to the social pages of a company. There is a high chance of videos getting more likes and shares on the landing page and YouTube channels to increase the online presence of your brand.
LinkedIn data states that videos on their platform are more engaging and are shared 20 times more than other forms of content, such as images or texts.
Supports retargeting campaigns
Video ads used in retargeting campaigns have higher conversion and engagement rates. They act as a reminder for viewers that they have viewed the product but didn't purchase it. This tactic nudges them towards conversion.
Statistics from Business Insider revealed that video ads have an average CTR of 1.84%, the highest among all digital ad formats.
Provides measurable marketing results
Your brand needs video marketing to get measurable results through detailed analytics to track conversion, engagement rates, and ROI. Statistics highlight that 86% of companies use video marketing strategies and measure their success while relying on analytics. Around 51.9% of marketing professionals admit that video content has the best return on investment.
Due to the growing number of platforms, competition is rising for engagement from B2B and B2C audiences. Brands and influencers are all struggling for attention online. During all these circumstances, video continues to be one of the most preferred forms of content for businesses and buyers of all types.
Statistics show that audiences spend 17 hours a week watching videos online. So, adopting a video marketing strategy in your business can bring several benefits, some of which we have mentioned below.
Google algorithm prefers videos
The Google algorithm loves videos. A website with a video on its page is 53% more likely to appear on the top pages of search results. Google is well aware of the format its users prefer to give them a great user experience. That is the reason why Google prefers videos rather than 3000-word in-depth blog posts.
If you want to boost the online visibility of your business, reach more audiences, and generate more traffic, start adding well-optimised videos to your website to get the desired results.
Easily shareable across platforms
Video is the second most popular type of content that increases engagement on social media. YouTube and TikTok have always been the platforms where you can upload videos, while Instagram and Facebook also focus their shifts on video.
Platforms that don't offer native video uploads are now mentioning the value of video marketing. Almost 68% of video marketers are planning to use LinkedIn, while Pinterest is the platform where a billion videos are watched per day.
Enhances SEO performance
Of all marketers, 31% use video marketing to improve SEO performance. Websites that add video experience an increase in their search engine rankings because it maximises page quality and user time on the page.
Statistics show that video can increase organic traffic from search engine result pages by 157%.
Boosts conversions and sales
Around 60% of marketers admit that their customer acquisition cost has gone up with video marketing, while 83% of video marketers experienced more leads with videos.
If you upload a well-edited video on your landing page, it will engage users and demonstrate the benefits of your product in a better way that text alone cannot match. Statistics reveal that shoppers who view videos are 174% more likely to buy a product than those who don't.
Appeals to mobile audiences
The people who watch most of the video content are mobile users. It doesn't matter where you are; from a baseball game to a restaurant or a movie theatre, you will see everyone pull out their smartphone once or twice.
Mobile video consumption is rising 100% with every passing year. So, if you are not using video on your website, it means you are missing out on tons of potential views, which could lead to tons of potential conversions.
Educates customers and builds trust
Video helps educate customers because many people learn best through visuals rather than text. Statistics show that 25.8% of users want to watch how-to videos, and 26% want educational content.
You will need to adopt a strategy to add educational videos to your branding content in a unique way. Possible options include demos for interested prospects and how-to videos for new product users.
Improves email click-through rates
If you include videos in emails, you can significantly increase click-through rates. Videos are capable of capturing interest more efficiently than text driving more traffic to your website or campaigns.
Statistics show that adding videos to email marketing campaigns can boost engagement, leading to a 200% to 300% increase in click-through rates.
Strengthens social media presence
It is a common practice among marketers to use videos to attract visitors to the social pages of a company. There is a high chance of videos getting more likes and shares on the landing page and YouTube channels to increase the online presence of your brand.
LinkedIn data states that videos on their platform are more engaging and are shared 20 times more than other forms of content, such as images or texts.
Supports retargeting campaigns
Video ads used in retargeting campaigns have higher conversion and engagement rates. They act as a reminder for viewers that they have viewed the product but didn't purchase it. This tactic nudges them towards conversion.
Statistics from Business Insider revealed that video ads have an average CTR of 1.84%, the highest among all digital ad formats.
Provides measurable marketing results
Your brand needs video marketing to get measurable results through detailed analytics to track conversion, engagement rates, and ROI. Statistics highlight that 86% of companies use video marketing strategies and measure their success while relying on analytics. Around 51.9% of marketing professionals admit that video content has the best return on investment.
What are the types of video marketing?
There are a variety of types of video marketing. Before you start planning a strategy, you must find out the type of video you will create. You should also know how and where that video will be used for promotional purposes. Some of the most frequently used video marketing types that can align with your marketing strategy are mentioned below.
Product demo and explainer videos
Demo videos show your products' features and benefits in detail and in a practical way. They provide a hands-on look at how the product works and what value it offers, making it easy for customers to see it in action.
On the other hand, explainer videos are made to break down complex products or concepts into clear and concise explanations. These videos use engaging visuals and simple language to help customers understand your product or service, how it functions and what its benefits are.
Case study and testimonial video content
These types of videos feature satisfied customers who share their positive experiences with your brand. Real stories and genuine feedback add great value to the marketing strategy. Using testimonial videos, you can easily convince new customers to choose your brand over competitors.
Brand stories
Brand videos tell a brand's story, including its history, values, mission, and vision. This kind of video aims to build an emotional connection with the audience by humanising your brand message and showing the people and purpose behind it.
How-to videos
How-to videos are usually tutorials that inform viewers about how to use your product or service in the best possible way. These can be lengthy guides or simple tutorials to help customers get the most out of your products. You can build trust and present your brand as an expert.
Corporate videos
In these videos, you can share your company's culture, values, and mission to increase brand awareness and identity. For corporate videos, you can interview your key team members to get an overview of your company's achievements and insights into your overall business operations.
There are other types of videos as well, including event videos, live streams, animated videos, social media shorts, and behind-the-scenes.
There are a variety of types of video marketing. Before you start planning a strategy, you must find out the type of video you will create. You should also know how and where that video will be used for promotional purposes. Some of the most frequently used video marketing types that can align with your marketing strategy are mentioned below.
Product demo and explainer videos
Demo videos show your products' features and benefits in detail and in a practical way. They provide a hands-on look at how the product works and what value it offers, making it easy for customers to see it in action.
On the other hand, explainer videos are made to break down complex products or concepts into clear and concise explanations. These videos use engaging visuals and simple language to help customers understand your product or service, how it functions and what its benefits are.
Case study and testimonial video content
These types of videos feature satisfied customers who share their positive experiences with your brand. Real stories and genuine feedback add great value to the marketing strategy. Using testimonial videos, you can easily convince new customers to choose your brand over competitors.
Brand stories
Brand videos tell a brand's story, including its history, values, mission, and vision. This kind of video aims to build an emotional connection with the audience by humanising your brand message and showing the people and purpose behind it.
How-to videos
How-to videos are usually tutorials that inform viewers about how to use your product or service in the best possible way. These can be lengthy guides or simple tutorials to help customers get the most out of your products. You can build trust and present your brand as an expert.
Corporate videos
In these videos, you can share your company's culture, values, and mission to increase brand awareness and identity. For corporate videos, you can interview your key team members to get an overview of your company's achievements and insights into your overall business operations.
There are other types of videos as well, including event videos, live streams, animated videos, social media shorts, and behind-the-scenes.
There are a variety of types of video marketing. Before you start planning a strategy, you must find out the type of video you will create. You should also know how and where that video will be used for promotional purposes. Some of the most frequently used video marketing types that can align with your marketing strategy are mentioned below.
Product demo and explainer videos
Demo videos show your products' features and benefits in detail and in a practical way. They provide a hands-on look at how the product works and what value it offers, making it easy for customers to see it in action.
On the other hand, explainer videos are made to break down complex products or concepts into clear and concise explanations. These videos use engaging visuals and simple language to help customers understand your product or service, how it functions and what its benefits are.
Case study and testimonial video content
These types of videos feature satisfied customers who share their positive experiences with your brand. Real stories and genuine feedback add great value to the marketing strategy. Using testimonial videos, you can easily convince new customers to choose your brand over competitors.
Brand stories
Brand videos tell a brand's story, including its history, values, mission, and vision. This kind of video aims to build an emotional connection with the audience by humanising your brand message and showing the people and purpose behind it.
How-to videos
How-to videos are usually tutorials that inform viewers about how to use your product or service in the best possible way. These can be lengthy guides or simple tutorials to help customers get the most out of your products. You can build trust and present your brand as an expert.
Corporate videos
In these videos, you can share your company's culture, values, and mission to increase brand awareness and identity. For corporate videos, you can interview your key team members to get an overview of your company's achievements and insights into your overall business operations.
There are other types of videos as well, including event videos, live streams, animated videos, social media shorts, and behind-the-scenes.
How to develop a video marketing strategy for your brand?
On average, video content is shared 1200% more than images and text posts combined. This shows how great this marketing tactic is for the success of any business. However, you need to prepare a strong content strategy to make a good brand video.
Set clear goals
Before you start writing a script, shooting, or editing a video, focus on your video marketing goal. It's important because every decision you make during video creation will point back to the purpose of your video and the action you would like your audience to complete after watching it.
If you don't have a clear purpose, you will be stuck in shooting, framing and editing again and again until you get the right idea. It will only waste your precious time. So, to avoid this unfortunate situation, start with a strategy. You can also go with SMART goals.
Identify and understand your target audience
If you want your video to be successful, you need to target a specific audience with the help of each video. You will need to create a buyer person for this purpose if you don't have it already. If you already have one, you can update it to add the most recent research of your video.
Then, you need to research what platforms your audience is using. Modify your video strategy considering the demand of the platform; for example, some require short-form videos while others require long-form ones. Also, ensure that each video targets your audience at specific stages of the buyer journey, whether you aim to increase brand awareness for prospects or make a direct ad for leads. You can also provide testimonials to those who want them or make how-to videos for your existing customers.
Collaborate with stakeholders for strategic alignment
It is good to create a questionnaire using Google Forms or another tool and pass it along to the project stakeholders. The purpose of the questionnaire is to ask everyone the same questions and keep their answers in one place.
You can collaborate with them to agree on a clear set of goals by considering whether your video marketing is supposed to increase brand awareness, sell more tickets, or launch a new product. These goals could also be related to what you want your audience to do after watching the videos or what your CTAs will be.
Set a detailed timeline and budget
You need to create a video that is short, quick, and less expensive. Although a successful video might require fewer resources, the process can be time-consuming and expensive. However, with a proper plan and project management, you can save time and money.
Make sure to create a timeline for every step involved in the process and plan for occasional delays. No doubt, a small video production requires the skills of different people; you must ensure on-time delivery of your video even with unexpected challenges.
Select the platforms to upload video
It is essential to consider the platforms where video will be broadcast before you even start making it. Choose a platform and find what people are looking for on that platform.
After this, you have to consider communities, average view time, size and sound limitations, budget, and promotion.
Though videos are often used for advertising, a video can't just promote itself. Some channels have built-in resources for promotion, while others require you to put in some time and effort to get more eyes on your video content.
Make a promotion plan
The key to making a successful promotion plan is to cast a wide net and use different channels to get your content in front of an ideal audience. You can add creativity and persistence to create a plan to drive traffic, engagement and conversion.
The first step is to get on social media. Make sure to share videos on all social media platforms. If your target audience is B2B, try LinkedIn.
Collaborate with influencers to reach new audiences. Find influencers related to your niche and get your videos shared with their followers. You can pay them or provide them with a commission.
Another great way to get your videos out to a wider audience is to use PPC ads. Services like YouTube marketing ads, Google ads, and Facebook ads are ideal for targeting specific demographics, locations, and interests.
Find the metrics you will track for success
You won't be able to judge the success of your video marketing strategy if you are not tracking it. You can do it in the following ways.
Use view count to analyse the number of views your video gets. It's a good starting point, but this isn't the only way.
You can track the engagement rate through likes, shares, comments, and other interactions your video receives. This is helpful in giving a slight idea about how your video matches with your audience and whether it is good enough to generate a conversation.
You can measure conversion rate to know how many people have taken an action after watching your video.
Another metric is the click-through rate, which tells how many people click through to your website or landing page from your video content. Other important metrics include watch time, which shows how long viewers spend watching your video; play rate, which tracks the percentage of viewers who click play on your video; and ROI from your marketing campaigns.
On average, video content is shared 1200% more than images and text posts combined. This shows how great this marketing tactic is for the success of any business. However, you need to prepare a strong content strategy to make a good brand video.
Set clear goals
Before you start writing a script, shooting, or editing a video, focus on your video marketing goal. It's important because every decision you make during video creation will point back to the purpose of your video and the action you would like your audience to complete after watching it.
If you don't have a clear purpose, you will be stuck in shooting, framing and editing again and again until you get the right idea. It will only waste your precious time. So, to avoid this unfortunate situation, start with a strategy. You can also go with SMART goals.
Identify and understand your target audience
If you want your video to be successful, you need to target a specific audience with the help of each video. You will need to create a buyer person for this purpose if you don't have it already. If you already have one, you can update it to add the most recent research of your video.
Then, you need to research what platforms your audience is using. Modify your video strategy considering the demand of the platform; for example, some require short-form videos while others require long-form ones. Also, ensure that each video targets your audience at specific stages of the buyer journey, whether you aim to increase brand awareness for prospects or make a direct ad for leads. You can also provide testimonials to those who want them or make how-to videos for your existing customers.
Collaborate with stakeholders for strategic alignment
It is good to create a questionnaire using Google Forms or another tool and pass it along to the project stakeholders. The purpose of the questionnaire is to ask everyone the same questions and keep their answers in one place.
You can collaborate with them to agree on a clear set of goals by considering whether your video marketing is supposed to increase brand awareness, sell more tickets, or launch a new product. These goals could also be related to what you want your audience to do after watching the videos or what your CTAs will be.
Set a detailed timeline and budget
You need to create a video that is short, quick, and less expensive. Although a successful video might require fewer resources, the process can be time-consuming and expensive. However, with a proper plan and project management, you can save time and money.
Make sure to create a timeline for every step involved in the process and plan for occasional delays. No doubt, a small video production requires the skills of different people; you must ensure on-time delivery of your video even with unexpected challenges.
Select the platforms to upload video
It is essential to consider the platforms where video will be broadcast before you even start making it. Choose a platform and find what people are looking for on that platform.
After this, you have to consider communities, average view time, size and sound limitations, budget, and promotion.
Though videos are often used for advertising, a video can't just promote itself. Some channels have built-in resources for promotion, while others require you to put in some time and effort to get more eyes on your video content.
Make a promotion plan
The key to making a successful promotion plan is to cast a wide net and use different channels to get your content in front of an ideal audience. You can add creativity and persistence to create a plan to drive traffic, engagement and conversion.
The first step is to get on social media. Make sure to share videos on all social media platforms. If your target audience is B2B, try LinkedIn.
Collaborate with influencers to reach new audiences. Find influencers related to your niche and get your videos shared with their followers. You can pay them or provide them with a commission.
Another great way to get your videos out to a wider audience is to use PPC ads. Services like YouTube marketing ads, Google ads, and Facebook ads are ideal for targeting specific demographics, locations, and interests.
Find the metrics you will track for success
You won't be able to judge the success of your video marketing strategy if you are not tracking it. You can do it in the following ways.
Use view count to analyse the number of views your video gets. It's a good starting point, but this isn't the only way.
You can track the engagement rate through likes, shares, comments, and other interactions your video receives. This is helpful in giving a slight idea about how your video matches with your audience and whether it is good enough to generate a conversation.
You can measure conversion rate to know how many people have taken an action after watching your video.
Another metric is the click-through rate, which tells how many people click through to your website or landing page from your video content. Other important metrics include watch time, which shows how long viewers spend watching your video; play rate, which tracks the percentage of viewers who click play on your video; and ROI from your marketing campaigns.
On average, video content is shared 1200% more than images and text posts combined. This shows how great this marketing tactic is for the success of any business. However, you need to prepare a strong content strategy to make a good brand video.
Set clear goals
Before you start writing a script, shooting, or editing a video, focus on your video marketing goal. It's important because every decision you make during video creation will point back to the purpose of your video and the action you would like your audience to complete after watching it.
If you don't have a clear purpose, you will be stuck in shooting, framing and editing again and again until you get the right idea. It will only waste your precious time. So, to avoid this unfortunate situation, start with a strategy. You can also go with SMART goals.
Identify and understand your target audience
If you want your video to be successful, you need to target a specific audience with the help of each video. You will need to create a buyer person for this purpose if you don't have it already. If you already have one, you can update it to add the most recent research of your video.
Then, you need to research what platforms your audience is using. Modify your video strategy considering the demand of the platform; for example, some require short-form videos while others require long-form ones. Also, ensure that each video targets your audience at specific stages of the buyer journey, whether you aim to increase brand awareness for prospects or make a direct ad for leads. You can also provide testimonials to those who want them or make how-to videos for your existing customers.
Collaborate with stakeholders for strategic alignment
It is good to create a questionnaire using Google Forms or another tool and pass it along to the project stakeholders. The purpose of the questionnaire is to ask everyone the same questions and keep their answers in one place.
You can collaborate with them to agree on a clear set of goals by considering whether your video marketing is supposed to increase brand awareness, sell more tickets, or launch a new product. These goals could also be related to what you want your audience to do after watching the videos or what your CTAs will be.
Set a detailed timeline and budget
You need to create a video that is short, quick, and less expensive. Although a successful video might require fewer resources, the process can be time-consuming and expensive. However, with a proper plan and project management, you can save time and money.
Make sure to create a timeline for every step involved in the process and plan for occasional delays. No doubt, a small video production requires the skills of different people; you must ensure on-time delivery of your video even with unexpected challenges.
Select the platforms to upload video
It is essential to consider the platforms where video will be broadcast before you even start making it. Choose a platform and find what people are looking for on that platform.
After this, you have to consider communities, average view time, size and sound limitations, budget, and promotion.
Though videos are often used for advertising, a video can't just promote itself. Some channels have built-in resources for promotion, while others require you to put in some time and effort to get more eyes on your video content.
Make a promotion plan
The key to making a successful promotion plan is to cast a wide net and use different channels to get your content in front of an ideal audience. You can add creativity and persistence to create a plan to drive traffic, engagement and conversion.
The first step is to get on social media. Make sure to share videos on all social media platforms. If your target audience is B2B, try LinkedIn.
Collaborate with influencers to reach new audiences. Find influencers related to your niche and get your videos shared with their followers. You can pay them or provide them with a commission.
Another great way to get your videos out to a wider audience is to use PPC ads. Services like YouTube marketing ads, Google ads, and Facebook ads are ideal for targeting specific demographics, locations, and interests.
Find the metrics you will track for success
You won't be able to judge the success of your video marketing strategy if you are not tracking it. You can do it in the following ways.
Use view count to analyse the number of views your video gets. It's a good starting point, but this isn't the only way.
You can track the engagement rate through likes, shares, comments, and other interactions your video receives. This is helpful in giving a slight idea about how your video matches with your audience and whether it is good enough to generate a conversation.
You can measure conversion rate to know how many people have taken an action after watching your video.
Another metric is the click-through rate, which tells how many people click through to your website or landing page from your video content. Other important metrics include watch time, which shows how long viewers spend watching your video; play rate, which tracks the percentage of viewers who click play on your video; and ROI from your marketing campaigns.
Video marketing examples
Video marketing is gaining so much attention every day, and do you know why? The reason is that 86% of customers are more interested in watching video content from brands they support. Some of the best examples are mentioned below to inspire and show how you can tell your brand story in an effective way, engage with your audience, and drive results.
Sephora
Makeup tutorials are becoming popular with brands like Sephora. The brand relies heavily on influencers for the distribution of videos and testimonials to its target audience. Influencers upload short videos to TikTok, Instagram, and other platforms to show real-world use cases for the methods of applying Sephora makeup.
Sephora also has its own YouTube channel with over a million subscribers, where tutorials and product information are uploaded to support this multi-pronged video strategy.
Tesco
Tesco recently launched a Voice of the Checkout ad campaign on TikTok to bring a fresh and entertaining twist to video marketing. The purpose of this campaign was to invite people to audition to become the new voice of Tesco's self-service machines.
The video featured an old self-service checkout voice introducing its successor, Izzy. But before it, they showcased amusing audition clips from Izzy and other participants. The entire campaign was a combination of user-generated and humorous content.
Google Android
The Android ad “Be together. Not the same.” demonstrates the effectiveness of simplicity and the universal appeal of animals. The campaign video features different species of animals playing happily together to create a heartwarming scene. The aim is to emphasise the beauty of diversity.
Though the underlying message was serious, the ad conveyed it upliftingly and touchingly. The final message, “Be Together. Not the Same. Android,” supports Android's commitment to inclusivity and diversity.
Video marketing is gaining so much attention every day, and do you know why? The reason is that 86% of customers are more interested in watching video content from brands they support. Some of the best examples are mentioned below to inspire and show how you can tell your brand story in an effective way, engage with your audience, and drive results.
Sephora
Makeup tutorials are becoming popular with brands like Sephora. The brand relies heavily on influencers for the distribution of videos and testimonials to its target audience. Influencers upload short videos to TikTok, Instagram, and other platforms to show real-world use cases for the methods of applying Sephora makeup.
Sephora also has its own YouTube channel with over a million subscribers, where tutorials and product information are uploaded to support this multi-pronged video strategy.
Tesco
Tesco recently launched a Voice of the Checkout ad campaign on TikTok to bring a fresh and entertaining twist to video marketing. The purpose of this campaign was to invite people to audition to become the new voice of Tesco's self-service machines.
The video featured an old self-service checkout voice introducing its successor, Izzy. But before it, they showcased amusing audition clips from Izzy and other participants. The entire campaign was a combination of user-generated and humorous content.
Google Android
The Android ad “Be together. Not the same.” demonstrates the effectiveness of simplicity and the universal appeal of animals. The campaign video features different species of animals playing happily together to create a heartwarming scene. The aim is to emphasise the beauty of diversity.
Though the underlying message was serious, the ad conveyed it upliftingly and touchingly. The final message, “Be Together. Not the Same. Android,” supports Android's commitment to inclusivity and diversity.
Video marketing is gaining so much attention every day, and do you know why? The reason is that 86% of customers are more interested in watching video content from brands they support. Some of the best examples are mentioned below to inspire and show how you can tell your brand story in an effective way, engage with your audience, and drive results.
Sephora
Makeup tutorials are becoming popular with brands like Sephora. The brand relies heavily on influencers for the distribution of videos and testimonials to its target audience. Influencers upload short videos to TikTok, Instagram, and other platforms to show real-world use cases for the methods of applying Sephora makeup.
Sephora also has its own YouTube channel with over a million subscribers, where tutorials and product information are uploaded to support this multi-pronged video strategy.
Tesco
Tesco recently launched a Voice of the Checkout ad campaign on TikTok to bring a fresh and entertaining twist to video marketing. The purpose of this campaign was to invite people to audition to become the new voice of Tesco's self-service machines.
The video featured an old self-service checkout voice introducing its successor, Izzy. But before it, they showcased amusing audition clips from Izzy and other participants. The entire campaign was a combination of user-generated and humorous content.
Google Android
The Android ad “Be together. Not the same.” demonstrates the effectiveness of simplicity and the universal appeal of animals. The campaign video features different species of animals playing happily together to create a heartwarming scene. The aim is to emphasise the beauty of diversity.
Though the underlying message was serious, the ad conveyed it upliftingly and touchingly. The final message, “Be Together. Not the Same. Android,” supports Android's commitment to inclusivity and diversity.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is one of the most popular platforms for video marketing, and 99% of marketers use it. Facebook is the second most used platform, with 70% of marketers preferring it. Almost 84% of businesses use Facebook as their primary video marketing channel.
Does video increase SEO?
Video will help increase your website’s SEO by getting it in front of many people and convincing them to convert. Statistics show that customers are more likely to purchase a product if they watch a video about it compared to one without a video.
Why is video the future of content marketing?
Video is more effective as compared to text when it comes to:
Convey information
Elicit emotions
Increase brand awareness
Improve website performance
Boost conversion rate
These are the reasons why video is considered the future of content marketing.
Final Thoughts
No doubt, video marketing is tough, and it involves a lot of challenges. But remember, it is a powerful tool you can use to capture your audience’s attention and engage them than traditional methods. If you successfully launch a creative and effective video marketing strategy, you will be able to build trust, attract customers, and boost your ROI. But bad video production can turn off your consumers, as nobody wants to watch grainy or shaky videos with useless content. So, plan it properly, shoot your video, format it for multiple platforms and reuse it everywhere, from your website to your Instagram account.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is one of the most popular platforms for video marketing, and 99% of marketers use it. Facebook is the second most used platform, with 70% of marketers preferring it. Almost 84% of businesses use Facebook as their primary video marketing channel.
Does video increase SEO?
Video will help increase your website’s SEO by getting it in front of many people and convincing them to convert. Statistics show that customers are more likely to purchase a product if they watch a video about it compared to one without a video.
Why is video the future of content marketing?
Video is more effective as compared to text when it comes to:
Convey information
Elicit emotions
Increase brand awareness
Improve website performance
Boost conversion rate
These are the reasons why video is considered the future of content marketing.
Final Thoughts
No doubt, video marketing is tough, and it involves a lot of challenges. But remember, it is a powerful tool you can use to capture your audience’s attention and engage them than traditional methods. If you successfully launch a creative and effective video marketing strategy, you will be able to build trust, attract customers, and boost your ROI. But bad video production can turn off your consumers, as nobody wants to watch grainy or shaky videos with useless content. So, plan it properly, shoot your video, format it for multiple platforms and reuse it everywhere, from your website to your Instagram account.
Frequently Asked Questions
What is the most popular platform for video marketing?
YouTube is one of the most popular platforms for video marketing, and 99% of marketers use it. Facebook is the second most used platform, with 70% of marketers preferring it. Almost 84% of businesses use Facebook as their primary video marketing channel.
Does video increase SEO?
Video will help increase your website’s SEO by getting it in front of many people and convincing them to convert. Statistics show that customers are more likely to purchase a product if they watch a video about it compared to one without a video.
Why is video the future of content marketing?
Video is more effective as compared to text when it comes to:
Convey information
Elicit emotions
Increase brand awareness
Improve website performance
Boost conversion rate
These are the reasons why video is considered the future of content marketing.
Final Thoughts
No doubt, video marketing is tough, and it involves a lot of challenges. But remember, it is a powerful tool you can use to capture your audience’s attention and engage them than traditional methods. If you successfully launch a creative and effective video marketing strategy, you will be able to build trust, attract customers, and boost your ROI. But bad video production can turn off your consumers, as nobody wants to watch grainy or shaky videos with useless content. So, plan it properly, shoot your video, format it for multiple platforms and reuse it everywhere, from your website to your Instagram account.
ARTICLE #108
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- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
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Click to copy
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Copyright © 2024 FOR®
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We’re remote-first — with strategic global hubs
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