video marketing business plan

Video marketing strategy: Harnessing the power of visual content for businesses

What type of content do you primarily create?

If you're not incorporating video in your marketing strategy, you're essentially conceding defeat to competitors who are. That may sound dramatic, but video isn’t just another marketing channel—in this day and age, it’s an indispensable tool for engaging your audience and making sales. 

Research by Wyzowl found that of the 91% of businesses that use video as a marketing tool, almost all consider it an important part of their strategy. If you want to join their company, you need a process in place. This guide to video marketing strategy explains exactly how to do it.

What is video marketing?

Video marketing is the use of video content to promote your brand or product across different platforms. Compared to traditional forms of content marketing (which might involve static images or written content), video marketing is more dynamic and engaging. That’s what makes it so effective at capturing attention and building audiences. 

In a well-executed video marketing strategy, each video is crafted with specific marketing goals—things like brand awareness, conversions, or customer engagement. 

Consider a few different types of video content: 

• Short-form video ads
• Educational webinars
• Livestreams
• Product demos
• Animated videos

Each of these can be effective depending on your marketing goals. Metrics such as view count, click-through rate, and conversion rate will help evaluate the success of your video marketing strategy and fine-tune your content going forward. 

3 benefits of video marketing

Here are a few more benefits marketers can reap from video content.

Higher engagement

One of the most compelling benefits of video marketing is its increased engagement levels. According to Wyzowl , the average person watches 17 hours of video per week, and the average retention rate for videos is around 54% . 

Videos are more captivating than text or images. Social media platforms like TikTok and Instagram Reels have demonstrated that firsthand: Short-form videos posted on either platform can go viral overnight, reaching millions of people and making a lot of brands household names in the process. 

Improved SEO and search visibility

Video content isn't just for social media marketing. It's also a powerful SEO tool. 

Search engines like Google prioritize high-quality, relevant video content in their rankings. Google, in particular, owns YouTube—so if you make just about any Google search, you’ll be greeted by a handful of video suggestions on the first page. 

You can reach more people through your video production by implementing SEO best practices. Educational videos, how-to tutorials, and product video s will get more views if they’re published strategically for higher visibility on search engines—and it’s worth saying that Google and YouTube are the two largest search engines in the world.

Higher conversion rates

The end goal of any marketing strategy is to drive conversions, whether that’s sales, email signups, or visits to your retail store. 

Video content can guide new customers through the marketing funnel more effectively than other types of marketing content. For instance, 76% of people rely on customer testimonial videos as social proof when making purchasing decisions. 

By integrating video into your overall marketing plan, you're not just keeping up with digital marketing trends; you're taking advantage of a versatile marketing tool that offers tangible benefits in engagement, SEO, and conversions.

7 video marketing strategies to improve your chances of success

Many factors play into what videos you'll create, how you'll make them, and how to measure success. Here's an overview of the video marketing strategies you can launch. 

• Content calendar 

Platform-specific strategy

• Audience segmentation 

Keyword and SEO strategy

• Video storytelling 
• Collaboration and partnerships 
• Interactive video content strategy 

Content calendar strategy

A content calendar is more than an organizational tool. It helps both with strategy and with staying consistent. Content calendars are best for businesses that need to coordinate lots of video content, but they’re applicable to just about any industry.

For example, an ecommerce business can map out a content calendar for the three-month lead-up to the holiday season. That content calendar can be something as simple as: 

• October: Publish three how-to videos for festive home decor.
• November: Publish four customer testimonials on TikTok to build credibility.
• December: Publish daily short-form videos on TikTok or Instagram Reels spotlighting our best holiday deals.

A video content calendar also helps you keep up with video metrics, so you know what video types performed well and when. You’ll have an easier time mapping each video to your best metrics. 

For a more streamlined process, consider using specialized software like Descript. Its video editor not only helps in the video production process , but also allows you to organize your video projects, making it easier to stick to your content calendar. 

Don't make the mistake of creating and using one video across all platforms—if you do, your video views may suffer. Not all video platforms are created equal. 

Tailor your video production techniques to the platform you're targeting. Here are some guidelines based on the most popular video sharing platforms: 

• For LinkedIn , focus on high-quality, professional videos that speak to your industry. 
• For videos on TikTok and Instagram, create more off-the-cuff content that’s not overly produced for a more genuine feel.
• YouTube favors long-form content that keeps viewers engaged from beginning to end. 

Audience segmentation strategy

Knowing your target audience is crucial for any marketing strategy—video included. The more you know about the people you’re trying to reach, the better you can create videos that speak to them. 

Many video marketers overlook audience segmentation, which is when you identify subgroups within your target audience. Consider segmenting your audience based on a few relevant demographics, including: 

• Online behavior (such as which creators they follow)
• Challenges and pain points
• Purchase history

Segmentation allows you to create video content with more tailored messaging. For example, explainer videos can target potential customers with a specific problem your product solves. By helping people, you can build trust and get them to sign up for your newsletter or follow your brand on Instagram. 

On the other hand, customer testimonial videos can be aimed at those nearing the end of the buyer's journey who need proof that your product actually works. 

Search engine optimization (SEO) is a strategy that increases your odds of appearing in your target customer’s search results. 

Here’s how to get started with a video SEO strategy: 

• Do keyword research. Identify high search-volume keywords for eco-friendly products, like "sustainable living" or "green cleaning tips."
• Optimize video titles. Incorporate your target keywords in compelling video titles and use them to help guide your video creation. For example, if you come across “green cleaning tips” as a popular keyword, your next TikTok video could be: "5 green cleaning tips for a sustainable home."
• Optimize video descriptions: Use keywords naturally in the description as a way to add context and help viewers understand the content. This helps search platforms like YouTube and Google understand what your video is about. 
• Write voiceover scripts. If your video includes voiceover narration , weave keywords into the script. For example, mention how your product contributes to "sustainable living."
• Optimize thumbnails. A thumbnail is the image someone sees before clicking your video. Create eye-catching thumbnails that convince people to click through with bright colors, bold text, and photos of people.
• Add tags and metadata. Categorize YouTube videos by tagging them. Use your shortlisted keywords as tags for the video and in any additional metadata fields.

For example, Grammarly optimizes this video for the keyword how to write a job description with AI . Related keywords, such as qualifications , responsibilities, and generative AI , are mentioned in the video description to help YouTube’s algorithm understand the context of its video.

Video storytelling strategy

According to behavioral scientist Dr. Jennifer Aaker of Stanford University, stories are remembered up to 22 times more than facts alone. It’s why so many brands use storytelling as a tool to make their videos more engaging and memorable. 

Storytelling could be as simple as a well-crafted how-to video based on a relatable scenario, or as complex as a series of animated videos that take the viewer on a narrative journey. 

Collaboration and partnership strategy

Two ideas are better than one, especially when it comes to expanding your reach. When you combine influencer marketing with video, it makes for a powerful collaboration with the potential to introduce your brand to a whole new audience. That’s why 60% of marketers cite influencer marketing as one of the strategies with the highest return on investment (ROI). 

Check out the Gymshark and Leana Deeb collaboration announcement for some inspiration. The TikTok video is short (just 12 seconds long) and teases an upcoming collection. The caption also tells the emotional behind-the-scenes story of how Leena and Gymshark came together. 

Interactive content strategy

According to Wyzowl , videos are shared twice as much as other types of content. That figure gets even higher when the video is interactive. 

Interactive videos are a unique way to engage your audience. With interactive elements like clickable links, embedded forms, or a simple call to action (CTA), you’re giving the viewer clear direction on what to do next—rather than leaving them to scroll past your video and onto the next one they see. 

This video marketing tip is particularly effective for educational content and webinars, where viewers can take immediate action while the information is fresh. But it can also work for direct-to-consumer content on platforms like Instagram, where you can add product tags to the items in your video. 

6 steps to create a successful video marketing strategy

• Set clear goals and objectives
• Identify your target audience
• Plan and create your video
• Edit your video
• Distribute your video
• Promote and track video performance

1. Set clear goals and objectives

Before you press record, know what you want to achieve with your video marketing strategy. Are you aiming for brand awareness, increased conversions, or customer engagement? Your goals will guide every decision you make, from the types of video you create to the platforms you use for distribution. 

Use SMART goals to ensure you're setting ambitious and attainable objectives. For example, “Increase brand awareness by achieving 10,000 views on a new series of how-to videos within the next three months” would be a good goal because it’s:

• Specific: It relies on an exact target number of views, rather than something vague like “improve engagement.”
• Measurable: You can track the number of views, likes, and shares on each video using analytics tools.
• Achievable: You can use past video performance and current growth rates to tell that 10,000 views within three months is a realistic target.
• Relevant: Increasing brand awareness through high video views aligns with the broader marketing effort of expanding your customer base.
• Time-bound: It has a due date. The goal is to achieve this within a three-month timeframe.

2. Identify your target audience

You can only create compelling video content if you know who you're talking to. Perform market research to identify your target audience's demographics, preferences, and pain points. 

Let's say you're a video marketer for a fitness app that offers different workout plans. Start by conducting an online survey and analyzing user data from your app. 

From this research, you pinpoint three primary segments within your target audience. You can now tailor your video content to resonate with each audience segment's needs and interests.

3. Plan and create your video

Now that you know your goals, audience segments, and the video types you’ll create for each, it's time to plan and create your content. 

Think about the topics your audience is most likely to be interested in. This is where competitive analysis shines—especially if you know the other brands, creators, or influencers your target audience already follows. What content performs best on their profile? What style of video gets the most engagement? 

Create a storyboard to outline the flow of your video. Walk people through a story by giving your video a beginning, middle, and end—with B-roll mixed in to keep your audience engaged. 

4. Edit your video

Quality matters, so it’s a good idea to invest in quality video production equipment or consider outsourcing the work to professionals.

In the editing phase, focus on creating a compelling narrative that keeps viewers engaged while paying attention to lighting, sound, and video quality. A tool like Descript simplifies video production by allowing you to edit or rearrange content without specialized video editing skills . 

Descript Video Editing 101: From Newbie to Pro!

With Descript’s video editor , you can:

• Edit video by editing text—like a video word processor
• Fix audio mistakes by creating an AI clone of your voice
• Remove filler words in one click 
• Change the aspect ratio of your video depending on where it’ll be published
• Scale and position layers of audio, video, images, and GIFs

5. Distribute your video

At this stage, the editing, sound design , and video graphics are done. But brand videos will only achieve your marketing goals if people see them. 

Decide where you'll publish your videos. That could be: 

• Social media channels 
• Video sharing sites like YouTube
• Your website or landing page
• As part of an email marketing campaign

Each platform has its best practices for video optimization, so tailor your distribution strategy accordingly. For instance, short-form videos perform well on TikTok, while educational webinars are more suited for LinkedIn. Refer to your research in step two to know what content will be published where. 

6. Promote and track video performance

Your videos are probably live at this stage—but the work is hardly over. To know whether your social media videos , SEO, and paid advertising have paid off, you’ll need to measure performance.

Track metrics like view count, click-through rate, and conversion rate to gauge the success of your video marketing campaign. With that data on hand, use your findings to refine future content and fine tune your distribution strategy. 

Video marketing metrics to pay attention to include:

• Impressions and views:  Impressions are the number of people exposed to your video; views are how many times it was played. A high impression to view ratio signals your video was interesting enough to stop viewers from scrolling past it.
• Engagement rate: The percentage of people who see and interact with your video (such as liking or commenting). This metric measures the effectiveness of each video in keeping the audience's attention.
• Conversion rate: The percentage of people who convert after seeing your video, by doing things like making a purchase or signing up for a newsletter.

4 video marketing examples

Product demos and tutorials.

Use video to showcase how your product works and solves specific problems for the user. Apple frequently releases product tutorials and demos—like this one for the iPhone 15—to help users get the most out of their devices.

Customer testimonials

Feature real customers sharing their experiences with your product or service. In this example, Tesla uses customer testimonials to build trust and show potential buyers the real-world benefits of owning one of its cars.

Educational videos

Video is a great format to educate people on your industry, product, or service. Moz's Whiteboard Friday series, for example, teaches viewers about various aspects of SEO, establishing the brand as an industry authority.

Live streaming

Engage with your audience in real time to answer questions, showcase products, or offer a glimpse behind the scenes. In this video marketing example, Adobe Creative Cloud hosts live video streams to demonstrate how professionals use their software for creative projects.

All-in-one video production: record, edit, and publish with Descript

Video editing can be complicated and overwhelming. But if you can edit a document, you can create professional videos in Descript. 

Descript helps with the heavy lifting required to produce online video. With it, you can:

• Use Studio Sound to remove background noise
• Make videos more accessible with automated subtitles
• Create shareable pages for your video in one click
• Remove filler words like “um” and “uh” 
• Export files in various video formats suited to popular distribution channels

Take a tour today and see why thousands of creators love Descript.

Frequently asked questions

Why are videos a good marketing strategy.

Compared to text alone, videos engage multiple senses simultaneously, making content more memorable, persuasive, and digestible. Video can also convey complex ideas or stories concisely, building emotional connections with viewers and encouraging greater interaction and sharing.

How do you run a video marketing campaign?

• Outline your goals
• Produce your video
• Use video editing software
• Share your video
• Engage with your audience 
• Track video metrics 

How do you present a video strategy?

When presenting a video strategy, provide clear objectives and target audiences, and explain how the video content will address specific pain points, desires, or interests of those audiences. Include a distribution and promotion plan, which shows how and where you’ll share content so it reaches the right audience.

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The Complete Guide to Video Marketing for Businesses in 2022

Video dominates. And not just on YouTube.

In fact, four of the top six channels which global consumers use to watch video are social channels.

And it’s not like things are slowing down: Facebook’s EMEA Vice President Nicola Mendelsohn predicts that their content will probably be “all video” by 2021.

Plus, technology conglomerate Cisco reports that 82 percent of all consumer internet traffic will be video this year.

What does all this mean?

In short, businesses need to make video marketing an integral part of their business strategy, or risk being left behind.

So where do you start?

In this article, we’ll explore the power of video marketing and the types of video you can use to grow your business.

Then we’ll run through how you can start video marketing today, step-by-step.

Let’s jump in.

Post Contents

The Power of Video Marketing

1. brand videos, 2. explainer videos, 3. event videos, 4. live videos, 5. disappearing videos, 6. educational or how-to videos, 7. demo videos, 8. expert interviews, 9. personalized messages, 10. case study and customer testimonial videos, 11. animated videos, 12. augmented reality (ar) videos, 13. virtual reality (vr) and 360° videos, step 1: choose your target audience, step 2: identify what you’re trying to achieve, step 3: plan your video marketing budget, step 4: choose a type of video and come up with a video marketing idea, step 5: decide where you will publish your video, step 6: identify and solve creative challenges, step 7: decide how you will measure the success of your video, step 8: make your video, step 9: edit your video, step 10: publish your video following seo best practices, step 11: promote your video, summary: video marketing for businesses in 2021, want to learn more.

When it comes to marketing, it helps when people actually want to hear from you.

Videos are a consumers’ favorite type of content to see from a brand on social media. Consumers expect more video content.

This makes sense – as Facebook’s engineering director Srinivas Narayanan said , “If a picture is worth a thousand words, a video is a library.”

Okay, check this out:

Referring to a study from video content creation platform Slidely , their VP of Communications Hila Shitrit Nissim said: “Considering 44 percent of people watch five or more videos online every single day, social video represents a wildly valuable opportunity for businesses across all industries.”

Now, think about television commercials.

TV ads are broadcast to the masses, and as such, they’re rarely personally relevant to the individuals who are forced to endure them. It’s fair to say that most people universally loathe TV adverts.

However, modern targeting techniques allow marketing videos to be highly relevant to individual consumers.

Nissim adds, “Tailoring video content to your target audience can boost your retention rate by 35 percent. And since 71 percent of consumers find sponsored videos relevant or highly relevant, it’s definitely worth investing in a paid campaign to ensure your videos are seen by the right eyeballs.”

Let’s dig a little deeper.

Because video marketing isn’t just good for capturing attention and entertaining, it’s also an effective tool that you can use to lead consumers through your sales funnel.

For example, a study by Eyeview Digital revealed that using video on landing pages can increase conversions by 80 percent.

What’s more, simply mentioning the word “video” in your email subject line can increase open rates by 19 percent.

The power of video marketing doesn’t stop there.

A massive 90 percent of consumers reported that video helps them to make buying decisions, while 64 percent say that seeing a video makes them more likely to buy.

In other words, video marketing shouldn’t be something businesses do occasionally to raise brand awareness.

Instead, videos should be employed for multiple purposes at every stage of the customer journey.

Plus, you have everything you need to get started.

Because according to HubSpot Research, consumers actually prefer lower-quality, “authentic” video over high-quality video that seems inauthentic and contrived.

Simply put, viewers prefer raw authenticity over slick production quality.

This means you don’t need a huge budget or a video production studio to start video marketing. Especially when you consider that you can now shoot in high-quality HD and 4K video on smartphones.

In short, videos are an engaging and powerful medium accessible to businesses of every size.

It’s time to jump on the bandwagon. So which video marketing formats can you harness?

13 Types of Video Marketing

Before you start creating videos, it can help to know the types of video you can use to grow your business.

Here are 13 types of video marketing to consider.

Brand videos are often created as part of a larger advertising campaign .

These videos are often used as advertisements on social media to generate brand awareness and increase traffic.

They usually aim to communicate the brand’s personality, culture, mission and vision, or products and services.

Here’s an example from Volvo Trucks featuring Jean Claude Van Damme. This video showcases the brand’s personality while demonstrating the “stability and precision of Volvo Dynamic Steering.”

Explainer videos are used to explain how your product works, and how your target audience can benefit from it.

This video from Dollar Shave Club captures attention and entertains viewers, all while explaining the benefits of using their products and service.

Does your business ever hold or participate in events? Perhaps you might attend an industry conference or networking event?

Event videos are a great way for businesses to document their experiences and produce a video of the highlights.

Here’s a good example of an event video from Gymshark in which they document their biggest event to date.

All the big social networks let users stream live video – whether it’s YouTube, Instagram, Twitter, or Facebook Live .

Broadcasting live to your social media audience allows you to engage viewers in real-time. It also provides a unique creative opportunity which allows brands to promote interviews, presentations, events, and more.

Live video marketing also attracts higher engagement rates. In fact, viewers spend up to 8.1x longer watching live video than video on-demand.

Here’s an example from obstacle race Tough Mudder :

We're LIVE at the Merrell Michigan Training Event with Coach T. Mud – Share with your muddy friends to get some key workout tips #ItsAllBeenTraining Posted by Tough Mudder on Saturday, June 4, 2016

Snapchat pioneered the disappearing video format,  but today there’s also Facebook Stories and Instagram Stories .

Disappearing videos can add a hefty dose of urgency, which helps capture the attention of your target audience.

Plus, the format itself inspires brands to get creative with their Story content ideas .

Lifestyle brand Vans often use Stories to document and promote their events.

Educational “how-to” videos can be extremely popular.

Use this video marketing format to teach your target audience something they want to know.

Brands often use these videos to teach customers how to get the most out of their product, or to build a trusting relationship with potential customers.

Here’s one of our “how-to” videos in which we show viewers how to start a t-shirt business:

Demo videos are all about showcasing your product.

Whereas explainer videos tend to sit at the top of the sales funnel by introducing people to your brand, demo videos go deeper.

They aim to highlight all of the key benefits of your product or service and often include a call-to-action to encourage viewers to purchase.

Here’s an example from Native Union promoting their Night cable:

Interviewing experts and influencers is a fantastic way to deliver real value to your audience.

What’s more, this type of video marketing is a great way to position yourself as an authority at the center of your niche. It also helps to build trust with your target market by harnessing the power of social proof .

When dealing with customer service requests or inquiries from potential customers, smart brands are using video.

These personalized messages are far more impactful than a standard email response and can help improve trust and loyalty among your social media audience.

Try using a free tool like Loom (they also have a fantastic Chrome extension ) to record these short messages and provide a unique, memorable experience for your customers.

Case studies or testimonial videos are a great way to increase social proof and influence your target market to move further down the sales funnel.

Your target customers need to know that your product is the perfect solution for their needs. This type of video marketing can help showcase your products while also building trust.

Here’s an example from LifeLock :

Animation allows complete creative freedom. For this reason, it can be the perfect format to explain difficult or abstract concepts.

Additionally, animations can be extremely eye-catching and entertaining. Plus, with animation makers like Animaker , anyone can create high-quality animations.

In this example, Chipotle uses animation to tell their brand story:

Augmented reality is the name given to videos or images where a digital layer is added to whatever you are currently viewing.

The technology was popularized by the video game Pokémon Go .

Although augmented reality is still in the early stages of development, there’s still plenty of potential that brands can harness in their marketing campaigns.

For example, PureCycles allows users to explore their products using AR:

To get started with augmented reality, check out Shopify AR Makes Shopping in Augmented Reality a Reality for Small Businesses .

Virtual reality and 360° videos are becoming more and more popular.

Users can view these videos through devices such as Oculus Rift , Google Cardboard , or simply by using a finger or mouse on their device.

Arguably, these videos are currently seen as a novelty. However, as the technology develops, they’re sure to become a more integral and interactive part of video marketing.

Here’s an example from Red Bull featuring one of their popular cliff diving events.

How to Start Video Marketing Today

Now that you have an idea of the types of videos you can use to grow your business, let’s run through the steps you can take to start video marketing today.

Before you can create an effective video, you need to know who you’re creating it for.

So make sure to clearly define your target audience .

That way, you can tailor the video’s format, messaging, and content to meet the needs and preferences of your viewers.

For example, the image below features three videos from our YouTube channel. Each one has a clear target audience:

• Those who don’t know about dropshipping but who are interested in learning what it is.
• People who know about dropshipping and want to learn how to sell clothes.
• Those who know what dropshipping is and want help to get set up.

What is the point of your video?

Are you trying to increase brand awareness? Increase sales? Perhaps you want people to sign up to your mailing list?

Whatever it is, be clear on what you’re trying to achieve.

Every single decision you make about your video needs to be filtered through the lens of your ultimate goal.

Before you start getting creative with your video, it’s worth looking at the budget and resources you have available.

Can you afford a professional videographer or editor? Do you have money set aside for equipment or studio hire, travel costs, or video advertising costs? Or are you planning to shoot the video on your smartphone?

Get clear on your physical limitations and opportunities.

Now that you’ve identified your target audience and your video marketing goal, it’s time to get creative.

Choose a video format that best suits your goal.

For example, if you’re looking to drive sales for a 24-hour flash sale, consider using Facebook Stories or Instagram Stories to add an additional layer of urgency to your campaign.

In some cases, it’s best to storyboard or script your video to ensure it turns out the way you hoped. For live videos, Stories, or personal video blogs, write down a few bullet points to make sure you cover the key areas.

If you’re making a standard video, you need to decide where to publish it online so you can make sure to tailor your video to the publishing platform.

For example, Instagram profile videos can’t be longer than 60 seconds.

The main choices to consider are:

• Your website
• Snapchat Stories

The platform you choose will largely depend on your target audience and your video marketing goals.

It’s best to start with one channel in mind and then you can always repurpose your video for other channels in the future.

Now that you can visualize how your video will take shape, try to brainstorm any possible creative challenges that might pop up.

For example, if you’re editing the video yourself, perhaps your editing skills aren’t very professional yet. In this instance, it might be best to stick to one or two simple camera angles and rely on jump cuts to keep the video interesting.

The GIF below shows a clever use of jump cuts (it features two cuts):

This step is extremely important.

Without identifying an effective way to track the success of your video, there’s no way you can objectively understand it’s impact or the ways you can improve future video marketing efforts.

Once again, think about your goals.

If your aim is to create brand awareness, then views, Likes, and shares are an accurate measure of your video’s success.

Still, those metrics are barely scratching the surface of what’s possible.

For instance, you can also monitor how much of your video the average viewer watches, and exactly where people’s attention wavers.

To learn more about video marketing metrics, check out 11 Powerful YouTube Analytics to Help You Grow Your Channel .

Now that you’ve properly prepared, it’s time to craft your video.

If you’re using a smartphone, make sure to use a tripod or selfie-stick to avoid a shaky shot.

Also, keep in mind lighting best practices.

Ideally, you’ll want to use a simple lighting setup, such as “ three-point lighting .”

• Key light: The primary source of illumination.
• Backlight: Provides depth and separation of the subject and the background.
• Fill light: Eliminates shadows.

If in doubt, stick to plenty of soft, natural light and avoid hard shadows.

Once you’ve captured your video footage , it’s time to edit.

If you’re just starting out, check out free video editing programs such as Movie Creator for Windows, or iMovie for Mac. Alternatively, if you’re making a smartphone production, use one of the many free mobile video editing apps available.

Run through your footage and narrow it down to the very best clips.

Remember the classic writing advice, “Murder your darlings.” If the clip isn’t absolutely vital to the story or doesn’t add anything for the viewer, cut it.

Lastly, unless it’s particularly on-brand, avoid cliche transitions or effects and stick to simple jump cuts.

If you don’t optimize your hashtags , title, keywords, and video description, you will miss out on free exposure.

So when you publish your video, don’t forget to use SEO best practices .

Use an eye-catching title, include relevant hashtags, and write an accurate description peppered with keywords.

Then, publish your video during one of the best times to post on social media .

Lastly, make sure to promote your video across all of your social media channels and to any relevant email segments .

You can also boost your video engagement by replying to comments quickly and prompting viewers to like and share the post.

Here’s a summary of video marketing for businesses in 2021: 

• Identify your target market and what you hope to achieve.
• Plan your budget and identify any challenges ahead of time.
• Choose your video type and publishing platform.
• Brainstorm an impactful idea.
• Identify and solve creative challenges.
• Choose a key performance indicator to measure your video’s success.
• Make your video and remember to stabilize your shots and ensure they’re well lit.
• Edit your video down to the very best clips.
• Publish your video at peak times using SEO best practices.
• Promote your video across your online channels and reply to comments to boost engagement.

Once you’ve published your video marketing campaign, come back periodically to evaluate its performance.

Also, look for ways you could have improved it and take this into account when you create your next video.

Lastly, don’t fret!

Remember, viewers actually prefer videos that are raw and authentic over professionally staged ones.

Have you made videos for your business? Drop a link to your video marketing campaign in the comments below!

• 10 Video Marketing Trends You Need to Know in 2021 [Infographic]
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• The 15 Best Mobile Video Editing Apps You Must Use in 2021

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• Marketing 2024 Video Marketing Guide: Essential Steps to Plan Your Next Marketing Video

2024 Video Marketing Guide: Essential Steps to Plan Your Next Marketing Video

• Jessica is a Google Analytics certified Digital Video Analyst at WebFX. She has created over 100 videos for the WebFX YouTube channel (youtube.com/webfx) in the last two years. Jessica specializes in video marketing and also loves content marketing, SEO, social media marketing, and many other aspects of digital marketing. When she’s not creating videos, Jessica enjoys listening to music, reading, writing, and watching movies.

This video marketing guide is your beginner’s manual for getting started with your video strategy. We’ll cover everything you need to launch your first masterpiece— and many more after that .

Before we dive into the nuts and bolts of creating a video, you should know why video marketing is essential to your success, and what it is.

What is video marketing?

Video marketing involves using video as a promotional tactic for your business. This term encompasses all aspects of creating and launching a video, including:

• Budgeting for your project
• Writing a script
• Shooting and editing footage
• Promoting your video
• Reviewing your video analytics

Whether you create short informational videos about your business or lengthy documentaries about a topic in your industry, you can see a boost in leads and revenue by adding video to your marketing strategy.

2 important reasons you need a video strategy

Video proves its value to marketing time and time again. It’s more than just an outlet for your pent-up creativity. Video can generate actual results that help your business grow. 

Here are two reasons to invest in a video strategy:

1. Video helps your search engine optimization (SEO)

Adding a high-quality video to a page can increase the amount of time someone stays on that page. This simple action may lead to a boost in the search engine results pages (SERPs). 

According to a Wistia study , video increases search traffic (which leads to more eyes on your brand). More specifically, Wistia saw that when their videos were indexed by Google, search traffic increased by 10.6% for one month. 

In addition, Google now offers featured videos for certain search results. If your business optimizes your videos well, you can end up with some major search result real estate, leading to a potentially higher click-through rate (CTR) from the SERPs and more traffic. 

You may also appear in Google’s video search results, giving you maximum SEO power.

2. Video gets people to take action

90% of consumers say video has helped them decide what to buy. 

In addition, people who use video marketing see almost 30% higher click-through rates and nearly 35% higher conversion rates online. 

Even if increasing sales isn’t your main goal, video can help you achieve what you set out to do. 

People rely on video for new information, so make sure your business meets their needs. 

When you’re ready to make your videos, don’t just whip out your phone and hit record without a purpose. Take some time to plan what you’ll create. 

If you’re ready to create, but have never used video before, you may be wondering how to get started. We have some advice on how you can create a video strategy that grabs attention.

How to get started with your video strategy

Ready to launch your video marketing strategy? Follow these best practices!

1. Set goals for your video

As we said, don’t start recording videos until you know what you want to accomplish. 

While it may seem obvious to measure success by the amount of video views or shares you get, you’re better off focusing on metrics that match up with your overall business goals . 

Common video goals include:

• Increasing the time people spend on your pages
• Generating new leads
• Boosting sales
• Improving conversion rates

2. Choose how you’ll share your videos

Where you share your videos can have an impact on your goals —and other aspects of your video strategy—so it’s important to have an idea of how you’ll distribute your videos when you’re planning their creation.  

You have many choices when it comes to getting your videos in front of your audience, but don’t let the number of video distribution platforms overwhelm you! Focus on the places where your audience frequently interacts with you online. 

Your website is always a great place to start when considering where your videos will go. You can add videos to your homepage, blog , landing pages , or anywhere that you think will benefit from multimedia content. 

If you do go the website route, just make sure you don’t upload the video directly to a page. Doing so, especially in large quantities, can significantly slow down your website . 

Instead of uploading directly to your website, embed your video through a third-party hosting provider like Wistia, Vimeo, or YouTube. 

If you choose to share your video outside of your website, you must pay attention to the guidelines each platform has for uploading videos. You may have a time, size, or format limit that varies from platform to platform. 

The best practices also differ on individual platforms , so do some research to avoid investing time and money into something that doesn’t generate results for you. 

Some platforms (outside of your website) you can use to share your video are: 

• Your email marketing software 

With your email marketing software , you likely won’t be able to embed the video directly due to limitations from email platforms. Instead, you’ll link to a page that contains your video. 

You should also know whether your video will be used as a paid ad or for something organic (unpaid), such as a regular social media post. This, again, affects factors like your video length, format, size, or even the information in the video. 

3. Choose a video type

Once you’re confident in your goals and where you want to share your video, you can choose the type of video you create. 

You can choose from many different types of videos, some of which we’ll cover in this guide to video marketing. 

You can generally put business videos into five large categories:

• Employee recruitment videos
• Business introduction videos
• Educational explainer videos
• Product or service videos
• Customer recruitment videos

Here’s a breakdown of each business video type:

1. Employee recruitment videos

Recruitment videos are meant to entice potential applicants to join your team. 

You can grow your team by:

• Showing a day in the life of your employees
• Sharing employee testimonials
• Introducing people to your culture

As an example, we recently gave potential applicants a virtual tour of our Harrisburg offices, which you can see below. 

2. Business introduction videos

With this video type, you let the world know who your company is and what you do. 

Introduce people to your company by: 

• Explaining your values
• Showing what your team does 
• Sharing your origin story

We created a video telling the WebFX history, which you can find below: 

3. Educational explainer videos

A great way to build trust with your audience is to establish that your business knows what it’s doing. Educational explainer videos are the tools that let you showcase your knowledge and answer customer questions as they arise. 

Highlight your knowledge (and educate your audience) by: 

• Answering common questions
• Explaining a topic relevant to your business
• Demonstrating how to complete a task related to your business

The WebFX YouTube channel contains many educational videos about how to market a business online, and we’ve included one example below.

4. Product or service videos

Let people experience your business offerings through video. From promo videos to product spotlights videos, this medium can help you sell more.

You can feature your products or services by:

• Announcing new features or packages
• Showing your products or services in action
• Giving people a behind-the-scenes look at your products or services

We created a video, for example, that highlights the features of our MarketingCloudFX platform. 

5. Customer recruitment videos 

Use your video strategy to convince customers that your business is the one for them. 

You can turn more people into customers by: 

• Sharing testimonials from current customers
• Highlighting your business’s achievements
• Explaining your sales process

If you’re looking for an example of a testimonial, look no further than our portfolio . 

How to produce videos: A breakdown

Next in this guide to video marketing, let’s look at the steps you need to follow to create a video strategy:

The anatomy of a video: Pre-production

In pre-production, you nail down the final details before getting behind (or in front of) the camera. You’re almost ready to create your video at this stage.

Here are some actions that take place in the pre-production stage:

1. Setting your budget

You don’t need $100,000 and a professional filmmaker to make a good video, but you may want to set aside some portion of your marketing budget to create professional videos. 

If you’re producing the video on your own, you need to budget for your team’s time, equipment, editing software , food, and any other expenses associated with the shoot. 

If the video will be used as a paid ad, you should account for your ad spend when setting a budget. 

Hiring a video marketing agency may increase your investment, but the cost is worth it if you aren’t confident in your own video skills. 

2. Creating your script

Having a script ensures that your videos stay on topic, your business appears professional, and your video talent includes all of the important points you want to highlight. 

Even if you don’t want to follow a script, having an outline of what you want to cover in a video can help streamline the production process. You can properly plan for different camera shots, graphics, and other elements if you know what you want in your video. 

If you’re tasked with the script (and you’re not outsourcing the writing ), remember to write in the way that people speak. Very few people speak formally or use perfect grammar, and your script should reflect that. 

Along with the script, you’ll also want to make a list of the shots you need to complete your video. This will help you stay more organized during your shoot and estimate how much time you need for your production.

3. Finding your talent and crew

Consider the experience level of your team. Does anyone have video production or on-camera experience? If you don’t have expert videographers on staff, is anyone willing to give video marketing a try? 

If not, you may want to bring in some professionals from outside your business , at least for your first few videos.

Your budget will determine how many people can work on your video project, especially if you hire freelancers or an agency. 

4. Choosing your location

Will your video be shot in your offices? At a client’s home (with permission, of course)? In a crowded city? In a hot desert? 

Wherever you want your shoot to take place, keep in mind that you’ll have to factor in the cost and time of transportation. You’ll also have to lug your video gear with you wherever you go. 

If you’ve never done a video before, using your office takes a lot of stress and coordination off of your plate. 

The ideal location for a video shoot:

• Has plenty of natural lighting
• Does not have a major echo
• Is clean and clutter-free
• Is well-decorated

While you can make adjustments—such as adding more lighting or furniture (to decorate/dampen an echo)—the less work you have to do to prepare a room for video, the better. 

When you’ve finished planning your video , you’re ready for the production stage, a.k.a. recording the video.

The anatomy of a video: Production

Now that you have everything planned, it’s time to move to the production stage. Here’s what you’ll do:

5. Get what you need before editing

As a wise college professor once said, ‘Garbage in is garbage out’. This means you should aim to get the video right while you’re at the shoot. 

If it’s bad when you record, it’s not going to get much better when you’re editing. 

Take the time to review your video footage before calling it a day. 

6. Choose the right camera

A video agency will provide their own camera if you partner with them, but if you’re shooting the video in-house, you have to find a camera on your own. 

You don’t need to invest in a cinema camera that costs more than a college education. Yes, those do exist. 

Do you have a phone with a camera? Stabilize it on a tripod (or prop it up with whatever you own) and hit record. 

If you plan to create videos regularly, you may want to invest in a DSLR or mirrorless camera for more professional-looking footage. 

Again, you don’t need to spend a lot of money to get a camera with all the bells and whistles. A decent video camera can cost anywhere from a few hundred to a few thousand dollars. 

Purchase the model that you are most comfortable using.  

While you can put your camera in Auto and let the settings take care of themselves, it’s helpful to learn the camera basics so you can get the right look for your video. 

Here are a few camera terms you should know: 

• ISO – The sensitivity of your camera’s sensor to light.
• Aperture – A part of the camera that determines how much light you let in.
• Shutter speed – How quickly a camera’s shutter opens and closes.
• White balance – The warmth or coolness of a shot.

You can learn more about the essential camera terms through Adobe’s camera guide . 

7. Get your audio right

Don’t spend all of your time and money on the video aspect of your shoot. Audio may be even more important to your business video than video itself. 

Cameras typically come with a built-in microphone, but using that can result in some hard-to-understand audio. 

If you have someone speaking on-camera but don’t have anything other than a built-in camera microphone, try to get the camera as close as possible to the subject. The further away the mic is, the more noise it will pick up from the room it’s in. 

A “quiet” room does, indeed, have noise. You might not notice white noise while shooting, but you’ll certainly hear it when reviewing the footage. 

Don’t have the time or budget to purchase a microphone? Use your phone’s built-in audio recording app (or download a free one). Place your phone near the subject but out of the camera’s view and hit record. 

You can sync up the two audio tracks later with editing software.

Professional microphones aren’t as expensive as you may think. 

Lavalier microphones, which clip to your video talent, or shotgun microphones, which mount on a camera or mic stand, produce great audio at a low cost. 

8. Set your lighting

Lighting can make or break your shot. If you don’t own a lighting kit, it’s important that your video shoot location has great lighting. 

You’ll want natural light to be in front of your subject. If the background is too bright, your video subject will likely be underexposed. 

Shooting outside may provide great lighting, but you’ll have a limited period of time where your videos will look consistent. If you start at 8:00 a.m., the lighting for your shoot will look very different if you’re still shooting at 6:00 p.m. You’ll also have to deal with potential audio issues, like wind and cars passing by. 

An indoor video shoot gives you more control over the lighting (and many other elements).

To make your videos look extra professional, invest in a three-point lighting kit. The lights you add will fill in any shadows and help your subject stand out from the background. 

Once you have all of the clips you need, you can move to the editing phase of your video project. Next in this video marketing guide, we’ll cover the post-production process. 

The anatomy of a video: Post-production

The post-production process is where you tie all of your footage and audio together to make a cohesive final product. If you were organized during the pre-production and production stages, post-production will be a breeze. 

You may find that you are missing a clip or want to add a little something that you didn’t think about before. That’s okay! You’ll just need to coordinate an additional shoot or a re-shoot with your team. 

Additional shoots and re-shoots will likely cost extra if you’ve outsourced your video production, so it’s best to get everything right the first time. 

Now, let’s dive into the steps you’ll take in post-production:

9. Organize your footage

During your video shoot, you should keep track of which takes you liked, what b-roll footage you want to use, and which clips you want to leave on the cutting room floor. 

After the shoot, back up your footage however you save your documents and media. Take some time to sort through the footage and label the clips you want to use. 

Create folders for the good and less-good clips so you know what to pull for the editing process.

10. Edit your footage

What you use to edit isn’t nearly as important as how you put together your clips. You can learn about a few different video editing softwares on our blog. 

Your script or outline should be your guide through the editing process. If you spent time labelling your clips and know which you want to use in your video, add them to your editing timeline. 

Don’t be afraid to make mistakes. You can always undo the edits you made and try something else. 

Your video editing software may come with graphics. Try customizing them and figuring out which ones you like best. 

Don’t go overboard with all of the effects available to you, however. Just because you can add a fancy transition between every clip doesn’t mean you should do it. You don’t want the effects to take away from your message. 

Make sure your audio is balanced. Dialogue should sit around -12db , whereas some say the music or sound effects you add should be a lot lower. 

Feel empowered to adjust your video’s color, too. A small increase in contrast or a decrease in exposure can make a huge difference. 

11. Review your video

Don’t try to make your video perfect. It will never be perfect.

If you’re satisfied with your edits, export the video and send it to a few people for feedback. This step is crucial because people with fresh eyes may catch mistakes you missed, such as spelling errors or awkward cuts.

Also, make sure you ask anyone providing feedback to tell you at which time in the video they caught an error or want to see something changed. This will make everyone’s lives easier. 

Once you’ve implemented feedback, it’s time for the big launch.  

How to promote your video

Get your video online! The world needs to see your creation. 

You don’t have to stick to one location for your video. Repurpose your content for other channels to get the most out of your video strategy.

You may need to edit a few new versions of your video depending on how you share it. 

Let’s say you want to drive more people to a page on your website where your video is embedded. You can:

• Share a short preview of your video on social media with a link to the full video
• Encourage your team to share the video with friends and family
• Send an email to your subscribers asking them to watch the video
• Create a video ad on YouTube that sends people to your website
• Reach out to industry bloggers and influencers asking if they would link to your video

Keep in mind that you’ll want to share your video where your audience spends time. If you don’t get much engagement from videos on your Instagram account , for example, you probably shouldn’t focus your efforts there. 

You can also check out video advertising trends for other ways to promote your content.

How to measure your video’s success

You’re not done with your video strategy when you’ve launched your content. You have to track your video performance over time to see if what you’re doing is working.

Remember those goals you set at the beginning of the video process? Compare your metrics using a period of time before the video launched and the same period of time after the video launched. 

A tool like Google Analytics is great for tracking website performance (if you added the video to your website). You can even measure the conversion rate of people who watched a video vs. people who didn’t watch the video. 

If you notice that you aren’t hitting your goals with video, regroup and try a different approach. You can dive into the analytics from your video host to see if people are dropping off at a certain point or just not clicking on the video at all. 

A new thumbnail or a shorter video intro may be enough to get your video back on track. 

After reading this video marketing guide, you’re ready to start creating videos that resonate with your audience

If you’re looking for a team of professionals to handle everything from video creation to video measurement, take a minute to reach out to us at WebFX. 

Our transparent video process will have a positive impact on your bottom line. Contact us online or call us today at 888-601-5359 to learn about our video marketing services !

WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more

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Table of Contents

• What is Video Marketing?
• 2 Important Reasons You Need a Video Strategy
• How to Get Started with Your Video Strategy
• How to Produce Videos: a Breakdown
• How to Promote Your Video
• How to Measure Your Video’s Success
• After Reading This Video Marketing Guide, You’re Ready to Start Creating Videos That Resonate with Your Audience

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Video Marketing in 2024: The Ultimate Guide

Written by: Mark Ankucic

Video marketing is currently the best way to connect with your audience.

It can make your prospects’ first awareness of your brand unforgettable. It can nurture your leads into customers with one well-explained value proposition. It can even make cold calls feel personal.

But while the opportunities for video marketing are endless, you might be wondering if it’s right for you and your business – and if it is – how to get started.

We’ve compiled a huge guide to essential video marketing, taking you from understanding the definition to measuring the success of your first round of content.

Let’s get started.

Table of Contents

What is video marketing, quick video marketing statistics, why is video marketing important, how much does video marketing cost, types of marketing videos, how to create a video marketing strategy.

You’ve seen video marketing before. 

Some of it feels more “market-y” than others. For example, it might be an ad on YouTube, Instagram Reels or TikTok.

Some of it barely feels like marketing at all. For example, it might be an explainer video on how to use a SaaS tool, an educational series or even straight entertainment.

But what connects all of these kinds of video marketing is its goal:

“Turn audiences into customers.”

Here’s a pragmatic definition of video marketing:

“Video marketing is the use of moving visual imagery to persuade audiences to take a step towards purchase.”

Summed up: video is the tool; marketing is the aim.

Not sure if video marketing is worth the investment? Here are a few quick video marketing statistics to give you an idea of the current state of video marketing:

• 85% of businesses are using video in their marketing strategies
• 92% of marketers say video is important in their strategies
• 46% of marketers say video marketing has become much more affordable
• 70% of brands are creating more videos this year than previously
• 85% of marketers say video is effective at grabbing attention online
• 91% of marketers state that they’re satisfied with the ROI of their social media video marketing

Statistics like this prove that other businesses and marketing teams are seeing results from their investment in video production, and it’s likely you will as well.

Make video production easier than ever with Visme.

• Choose from our fully customizable templates
• Customize fonts and colors to match your brand
• Access animated design elements that tell your story

Video marketing is important to different companies and brands for different reasons:

Video marketing can be humanizing.

Brands aren’t humans.

And for most of your audience or customers, your brand is just a tool, or just a website – or worse – just a bill at the end of every month.

But video marketing can bring humanity to your brand.

Where static images can feel fake (people are burnt out on stock imagery), words can seem impersonal (unless they’re a gun copywriter), and podcasts can only provide a part of what makes up communication .

Video marketing is the only medium that provides “facial dynamics” – movement of human facial features.

And facial dynamics have a high impact on how trustworthy you seem .

Here’s a great example of facial dynamics in this video from Adidas. No text or narration needed – just raw emotion and expression.

While being perceived as “human” is important for all businesses, it becomes especially important where:

• You’re in a large organization
• Your customers don’t have regular 1-on-1 interactions with your employees
• Your product or service is expensive

So, video marketing can provide the human touch necessary to nurture trust. We see another example of this with email marketing tool Sendlane. This video podcast with their CEO and marketing manager is a perfect example of humanizing a brand.

Your audience is watching videos every single day.

YouTube has 2 billion users. Facebook gets 8 billion video views a day, with Twitter getting 2 billion.

With the advent of TikTok and the rise of short form video content (like Instagram Reels and YouTube Shorts), your audience is basically guaranteed to be watching some form of video content.

Which also means…

Your competitors are using video.

Unless you’re a unique service or product provider (in which case, congrats!), your competitors are using these video channels to target your audience.

If you’re not worried about that because you have amazing ads, or great web traffic or a huge forum…

Think about this: when your competitors are on a channel unopposed, that channel’s audience is going to have them top of mind.

So even if you’re not looking to convert through video channels, video marketing is important for visibility.

Video is a great learning tool.

Video is a great learning tool because it can provide a unique style of engagement and instruction.

As an example, let’s say you’re trying to learn a video editing software . There’s a blog with instructions, and at one point it tells you to go to a particular menu to select a key feature.

You might spend the next five minutes trying to find that menu.

Whereas a video will mirror exactly where you need to look and what you need to do to find that menu and feature.

Further, interactive videos (like webinars) give your audience a chance to question what they’re learning in real time. 

And the best thing about using video as a learning tool?

It necessarily combines every other content form to create. Your script can become a blog, the audio can become a guided instruction in-product.

Here’s an example of a video tutorial we created for our presentation capabilities detailing out a step-by-step tutorial.

Video marketing can cost as much as you want. For “free,” you can use any device with a camera and video recording software, or you can spend millions on a Super Bowl Ad. 

To figure out what you might need to allocate into the budget, you’ll need to consider these variables:

Level of Professionalism

Does your brand want to be seen as home-grown and a bit rough around the edges? Or do you prefer to be seen as slick and professional?

While a basic video can be as low as $1,000, a premium ad can run you up to $50,000 or more.

In-House vs. Agency

Do you have the skills and equipment to create video inside your business, like someone who can present on camera or people that can operate both the hardware and software involved?

Agency pricing depends on the level of professionalism you want to portray in your video and what kind of video you want to create. 

If you go in-house, you need to purchase your own video production equipment, although this can range from using a smartphone and a video maker like Visme , or a high-quality camera and video team.

Visme’s tool starts at $29/month (billed annually) for a business plan.

Cost of Time

Can all stakeholders involved commit to the amount of time it takes to make a video, including everything from ideation, to scripting, recording, editing and circulation?

Consider if it’s worth the investment to hire a dedicated videographer onto your marketing team.

There are hundreds of types of marketing videos, so it can be challenging to know what you should be creating and why.

To make it easier to understand, here’s a breakdown.

Paid vs. Organic Videos

Paid videos are ads – content you put money behind in order to reach specific goals.

There are several reasons you’d want to use paid marketing videos:

• Reach a larger audience
• Target your ideal audience
• Retarget website visitors
• Increase brand awareness and memorability
• Bring in a new source of traffic

While paid videos are better for getting in front of the right audience, their benefit ends where your budget does, so plan carefully before putting money behind them!

Organic videos are value adds – basically, giving away value (in the form of information, education or entertainment) for free.

They get distributed to your channels without pay, with your audience finding you through search (SEO), or by getting recommended in a feed (e.g., Instagram feed, TikTok feed, YouTube recommended for you).

While they have the best ROI over a long period of time, they can take months or years to accumulate a sizable audience. 

Animated and Live-Action

Animated marketing videos are drawn, designed or use CGI to get their messages across.

Check out this example from Headspace:

Animated marketing video pros:

• More control over your brand (you can make anything and everything suit your visual brand guidelines)
• You don’t need to rely on external talent to feature in videos
• Your messages can be immediately understood

Animated marketing video cons:

• Harder to feel a personal connection to
• Can be hard without an easy-to-learn video animation tool

Live-action marketing videos feature real-life people.

Take this example from Oribi:

Live-action marketing video pros:

• Easier to establish personal connections
• Makes your brand more approachable
• Gives your audience faces to be familiar with

Live-action marketing video cons:

• Can be a nightmare to get everyone involved
• Amount of time it takes to shoot, edit and reshoot

Video Marketing Content Categories

All of video marketing content falls into these four categories:

• Educational (how to do)
• Inspirational (ideas for something)
• Engagement (provoke reaction)
• Convincing (why you should)

These categories are awareness and funnel agnostic.

For example, you can create top of funnel video content to convince your audience of “why you should be using video marketing.”

Or you could create a call-to-action free video on what happens behind the scenes at your office for your best customers.

To give you a better idea of what category (or categories) you should focus your time and attention, here are some examples of the types of marketing videos in each of them:

Educational Marketing Videos

Educational marketing videos have one goal: pass on beneficial, actionable information to your audience.

These videos can be product/service/business agnostic, or solely focus on educating your current customers to get more from you.

Whether you choose one or a mix of both, you can try these approaches:

Video Series

These types of videos are great for educating your audience while also building brand awareness and strength.

Generally, a video series will use each new video to go over the principles of a topic, be shot piece to camera (one presenter looking at the camera), and the presenter will have visual aids like a whiteboard or animations accompanying their words.

The classic example of an educational video series is Moz’s Whiteboard Fridays .

Every Friday, a Moz employee or guest presenter takes their audience through a topic of SEO. 

Who would be best using this type of video marketing?

While there’s no doubt it’s powerful stuff, it has a very particular niche:

• If your product has entry-level knowledge features, AND 
• Users will get more out of your product professionally and personally  

then this is for you.

We use this same principle in our “Make Information Beautiful” YouTube series . 

Because Visme has basic design tools for free, this series explains basic design theories that non-designers can follow, giving them further use, application and success with the Visme platform.

What’s great about this system is the more your audience learns, the more they get from your platform, the more they want to learn (and repeat!)

When would you use this content?

This is great at any stage of awareness and funnel.

At your top of funnel, you can introduce broad concepts in simple ways to capture those in their starting steps.

As for your super-stars and best customers, you can dive into complex and niche issues, or even invite them on to guest star as a presenter.

Tutorials/How-To’s

Some activities are challenging to learn unless they’re being supervised in real-time or you can stop and start them when you want.

This is where tutorial videos shine.

Take the example of Games Workshop (producers of the popular Warhammer miniature series) “How to Build and Paint” Series:

While the miniatures range of Games workshop numbers in the thousands, the “How to Build and Paint” series is steadily going through their entire catalogue in order to show their customers how to prepare models they can be proud of.

Where lectures or classes are based on principles , follow-alongs are based on practice .

So basically anything where your audience is trying to exactly replicate or mirror what it is you’re doing. 

Other businesses it could be useful for include:

• Workouts or exercise
• Using online tools

You’ll find another Visme example in our “How to Use Visme” YouTube series .

These are step-by-step guides that Visme users view to see how to accomplish basic (or complex!) visual design goals.

While you could use this at any stage of the funnel, it’s best suited for those using your product or service (whether that’s in trial or current customer).

Explainer Videos

Sometimes the “why” behind your business can be confusing.

For example, you might have:

• A product or service that has a lot of steps
• A completely new and revolutionary business model
• An audience that has never heard of your brand or solution before.

Explainer videos are business stories that clear that confusion.

Check out this example from Crazy Egg:

What makes explainer videos powerful is their story structure. Instead of skipping straight to the features and benefits, the audience follows the “why” behind everything from being pain aware (realising there’s a problem) to product aware (knowing how to solve that problem with your product).

Who benefits from using explainer videos?

There are three situations where explainer videos are invaluable:

• Your business has a complex element prospects need to understand to become customers
• You’re introducing something completely new and unique to the market
• You need a way to highlight the exact differences between you and your close competitors

Basically, at any point your customer would ask “I don’t understand what you do,” or "I don’t understand what you do differently," you should make an explainer video.

Explainer videos are best suited for top (pain aware) to middle of funnel (solution / product aware) campaigns. 

Again, you should aim for this content to arrive just before your customers start thinking “I don’t understand.” This creates a more seamless flow from prospect to customer.

You can get started by customizing an explainer video template like the one below:

Inspirational Marketing Videos

You’d turn to inspirational marketing videos if you’re in an industry where your audience needs boosts to their creativity and/or motivation.

The idea is to both save your audiences’ energy (by taking away their need to think of new things) and to give them energy (by providing renewed purpose or motivation to go on).

Here’s a few ways you can create inspirational marketing videos:

Ideas to Try

Ideas to try are the video equivalent of listicles, but shorter and punchier. Generally, they’ll cover the headlines of a topic and ask audiences to take another action, like visit a blog or comment.

Check out this Reel from Sked Social:

  View this post on Instagram   A post shared by Sked Social - Scheduling Tool (@getskedsocial)

6 ideas for video transitions are covered in ~35 seconds, and their followers are encouraged to comment on their favorite transitions.

This takes away the need for your audience to think of their own transitions, and gives motivation to create their own videos with transitions.

Who benefits from using ideas to try marketing videos?

If your audience needs to create anything – from hula hoop dances to spreadsheets – you should use ideas to try.

Make sure to take note of what inspiration gets the most engagement. You might find you can provide ideas that your audience is desperate to learn on a regular basis.

When would you use ideas to try?

These are perfect for reach strategies.

Because they’re generally covering basic topics that are easily consumable, you’re going to be appealing to a broader audience.

So when you’re using them, try to think one step ahead: once I’ve reached this broader audience, how can I then find my ideal audience from them?

Before and After

Empathy is to inspiration what gas is to a car.

More simply put: if your audience feels like they can do something, they’re more likely to try doing something.

Now, you might be getting strong memories of weight loss ads or late night commercials. But before and after videos don’t have to be so ham-fisted. Check out how Fullstack Academy begins this video:

Within the first 35 seconds, you hear the first steps incredibly successful developers made before becoming who they are today.

The strength of a before and after video is that it makes tasks – no matter how long, or confusing or arduous – seem achievable.

And once something’s achievable, there’s nothing stopping your audience from taking the first step.

Who would benefit from using before and after videos?

Anyone whose business requires a high cost to join.

But not just financial cost – it could be a:

• Physical cost, like an exercise routine
• Emotional cost, like therapy
• Mental cost, like a meditation app
• Time cost, like a year-long educational course

So if a prospect needs to invest themselves into your product, before and afters are right for you.

When would you use before and after?

Because before and afters follow the entire prospect to customer journey, they can be used effectively from top to middle of the funnel, pain to product aware.

Motivational Push

Like before and after videos, motivational pushes provide your audience with energy.

The key difference between them is before and afters start your audience’s journey, while motivational pushes continue their journey.

What makes good motivational pushes (as opposed to tacky single line quotes) is authenticity. 

Take this example from the all-time greats of video marketing, Nike :

One minute and two seconds of an overweight child jogging. Not a sports star, not an athlete model – one regular person living up to Nike’s slogan in their own way: Just Do It.

Who would benefit from using motivational push videos?

Anyone whose audience uses a lot of energy, whether physical or mental (hence why they’re so popular in the workout and entrepreneurial spaces).

They might also be worth considering at different times in the year. For example, the start of the school year is the most challenging time for teachers, while the end of the financial year is a stressful time for accountants.

What’s important is that you’re seen as providing extra support when your audience needs it most.

Engagement Marketing Videos

Engagement is all about provoking a reaction on social media. With these videos, you want your viewers to take action, whether it’s a like, comment or share, or even a poll response or vote in a story video.

Here are a few video types that can help you meet this goal:

Question and Answer

There are three different ways to go about this.

First, you can ask questions first and answer them in a recorded video. Create a social media post or include a segment in an email newsletter about your upcoming Q&A video to give audience members the chance to submit a question.

Second, you can host a live video and answer questions that your audience comments in real time.

Third, you can use the question box on Instagram Stories to allow followers to ask questions and record your team answering each one.

Here’s an example of a live YouTube Q&A from Think Media:

Take some pointers from this video, like:

• Put together a long enough intro that an audience starts to join in
• Talk to replay viewers
• Have talking points in case the comments die down
• Keep the video on your feed or channel for more viewers to take advantage of

When would you use question and answer videos?

If you see a lot of questions being asked online in social media comments, on your blog, in response to email addresses, etc., you can compile these into a Q&A video to answer them all in one fell swoop.

Short Videos

Quick videos on Instagram Reels, TikTok or YouTube Shorts are great ways to engage your audience. 

Because these are bite-sized, they’re easy for your audience to digest and interact with and can be great for creating an engaged following.

Here’s an example of what this might look like from online plant store The Sill. They’ve created a 20-second video that is both humorous and educational for plant owners.

  View this post on Instagram   A post shared by The Sill (@thesill)

There are so many ways to get creative with short videos like this, so start watching some TikToks and Instagram Reels to gather inspiration for your business.

When would you use short videos?

Creating short, engaging videos like these should be a consistent part of your video marketing strategy. You can repurpose clips from other videos, build out your own video ideas or jump on viral video trends.

If your marketing team does a lot of video production, you likely have a few humorous outtakes. Creating blooper reels and sharing them on social media makes your business feel more real and authentic.

You can create short, engaging blooper videos, or you can include bloopers at the end of a video, like we did in one of our Make Information Beautiful videos.

Videos of a host who typically seems very polished stumbling over their words humanizes them and makes your team and your brand a lot more relatable. This makes people want to engage more with your content because they feel a genuine connection.

When would you use bloopers?

If you have bloopers, why not try creating a blooper reel? You don’t want to create these just for the sake of it. Your bloopers should not feel forced or the video won’t have the effect you’re going for.

Simply take a look back at past video footage and compile a short video of a few funny mishaps to get your audience laughing – and clicking that like or share button.

Convincing Marketing Videos

With this type of marketing video, you want to convince your audience to take action by providing them with reasons to start thinking about something or to change their thinking on something.

These are bottom of the funnel videos that are ideal for using as a call-to-action for your business, whether it’s buying a product or signing up for a service.

We’ve got three different types of videos that are perfect for this stage of the funnel.

Product Videos

A product video can go a number of ways – showcasing a new product launch, giving a product demo, teasing upcoming product updates, etc.

Essentially, your goal is to show off what your business offers and make your audience believe that they need your product or service in their life.

Take a look at this example from Kelty, an outdoor and camping retailer.

They’ve created a quick, one-minute video that shows how easy their product is, different ways it can be used as well as appeals to their target audience.

When should you use product videos?

Product videos should always be a part of your video marketing strategy. While these are best used as ads in brand awareness and retargeting campaigns, sharing them sporadically as an organic tactic is also a good idea.

Testimonial Videos

A testimonial video is often a key part of a case study and used to help people who are just on the fence about making a purchase to really bite the bullet and take action.

Create a video slide and add your customer testimonial as an overview, or create a full-fledged video like we see here in Zoom’s example.

Both options have the power of persuasion in generating new customers.

When should you use testimonial videos?

Testimonial videos are perfect for sharing case studies. Include a page on your website for case studies in the form of PDF downloads, web pages or blog posts, videos and more.

You can also create a testimonial playlist on your YouTube channel and use these videos as online ads. Provide your sales team with video testimonials to share with leads and close sales.

Promo Videos

Promo videos tend to be used more during specific marketing campaigns and are short one to two-minute videos focused on promoting your business offerings.

Here’s an example of a promotional video created by Slack, focusing on their USP of making communication easier.

Your promo videos should have a single focus – whether that’s your USP, a particular product line or service, a new launch or something else.

You don’t want to cram too much into one promo ad for one campaign or you’ll overwhelm your audience. Keep these concise and focused on conversions.

When should you use promo videos?

Promotional videos should be a major part of any marketing campaign you create. Embed these on landing pages on your website. Share them on social media. Create online ads. Use your video as the basis for social media content .

Your video marketing strategy is the most important part of your video marketing efforts.

It gives you a:

• Roadmap of where you’re going
• Tactics you need to get there
• Ways to measure your success

A video marketing strategy will also stop you from wasting time and budget creating content that doesn’t provide value, for you or your audience.

To start creating your video marketing strategy, you need to pinpoint your goals – here’s how:

Pinpoint Goals

Your video marketing goals should complement both your overall marketing goals and your content goals.

For example:

• Marketing strategy: Build brand awareness in [region]
• Content marketing strategy : Create content that explains who we are that’s designed to get reach
• Video marketing strategy: Create explainer and before and after videos targeting [region] audiences on platforms (x), (y) and (z)

When creating these goals, think hard about what video can offer that other mediums (like copy or podcasts) can’t, and also where they struggle in comparison (e.g. time and effort to create).

Once you’re confident you know what you need and can achieve with video, you can start thinking about your audience.

Define Your Audience

You can’t go after everyone, so it’s important to define exactly who you want to get in front of.

To do this, you need to work out who your ideal audience is.

Your ideal audience is “people who would specifically and demonstrably benefit from using my product or service.”

Creating video marketing content on the upkeep of sports cars.

• New family ❌ not ideal audience
• Sports car collectors ✅ ideal audience

To help you pinpoint your target customer, you can use a template like the one below.

Once you’ve got your ideal audience in mind, you can start to segment them by using:

• Personas , and
• Jobs to be Done (JTBD)

Personas are a cumulative representation of a segment of your customers, and list out basic information like age, gender, occupation and income.

Because the information they provide is basic, personas aren’t good for figuring out what kind of content to make.

But personas are excellent for figuring out tone, voice and channels for publication.

For example, a persona that’s a 16-year old girl is most likely to be on TikTok and be up-to-date with the latest trends and slang.

Alternatively, a persona that’s a 50-year old male is more likely to be on Facebook and use more plain-spoken language.

Jobs to be Done is a holistic view of the problem your customer faces and where your product or service solves that problem.

For example, if you’re a freelance graphic designer, your customer might be a marketing manager.

One of the JTBD of a marketing manager is to ensure all collateral is brand-aligned.

In this case, you might create a video to show them how to create visual marketing brand guidelines .

Once you know who you’re targeting, it’s time to think about who you’ll need to make the strategy work.

Consider Stakeholders and Assign Responsibility

Unlike articles or podcasts which can normally be taken care of end-to-end by a single individual, videos will usually require input from multiple stakeholders.

For example, if you decide you want live-action videos, you’ll need to lock in your talents’ time, consider their working situation (are they in-office or remote?), and level of presenting ability.

Alternatively, if you’re creating animated videos, you’ll need an animator or an animation video software that makes it simple to create animated software.

You should approach all of your stakeholders at this point before continuing with your strategy, as their buy-in can make or break your efforts.

Once they’ve agreed to take on responsibility for video creation, you can think about what kinds of videos you’ll create.

Using a roadmap like this template below is a great way to assign tasks and stakeholders.

Determine the Video Types You’ll Create

You’ll need to refer back to your overall marketing and content goals, as well as your persona and JTBD audience definitions.

Knowing what you are trying to achieve and who you are presenting to should give you a strong indication of the types of videos you should be creating.

You’ll need to consider things like:

• What channels are my videos likely to go out through? (e.g. YouTube, TikTok, Instagram, Snapchat)
• How long should my marketing videos be?
• Where in the funnel or stage of awareness will they have the most impact?

When you know what types of videos you’ll be creating, you’ll know what hardware and software you’ll need.

Audit Inventory and Purchase Equipment

Depending on the video types you’re creating, you may need:

• A better camera
• Microphones
• Soundproofing
• A dedicated space/room
• Editing software

Remember, you can always upgrade if and when you need it, so don’t be afraid to start on a shoestring.

Once you’ve got your video equipment , you’re ready to create your video pillars.

Create Video Pillars

Content pillars are your internal content categories.

They’re basically a way to ensure that every single piece of video content you create has a purpose and complements the other videos you create.

For example, if your audience are social media managers, your pillars might be Facebook, Instagram, Twitter and LinkedIn.

Or let’s say your audience was marketing leaders, it might be strategy, people management and industry trends.

You should focus just as hard on excluding things that are irrelevant as you are including things that are relevant . 

Once you’ve got your pillars, you’re ready to start planning video creation.

Plan Your Videos

You might be working on an already established marketing or content calendar, or you might need to create a brand new one.

Either way, it’s important to plan your video creation. Depending on the video length , complexity or talent needed, you could need more time than you bargained for.

During this phase of your video marketing strategy, it’s a good idea to create a storyboard for your video idea to make sure it makes sense.

If you’re not sure where to start with your video plan, a basic storyboard template like the one below can help.

Create Your Videos

Once you’ve got your plan, you’re ready to start creating. There are two best practices for creating video to keep in mind:

Create in Stages

Don’t burn yourself out shooting, editing and publishing all on one day! Focus your attention on one task per session.

Create in Bulk

By getting the most out of your talent while you have them, or editing weeks worth of footage, will give you a backlog of content to work with while you plan ahead. It takes the same amount of effort while saving time.

After that, you’re ready to push out your videos.

Plan Your Video Distribution

You may have heard of COPE (create once, publish everywhere).

While it’s good advice, it’s even better to COED (create once, edit, distribute).

For example, the 15-minute video you made for YouTube isn’t going to sit so well on TikTok. 

When you’re editing, consider where your video content is going to live. Then create separate videos from the same content that match what your audience expects on different channels.

You should consider using a social media scheduling tool so you can organize the entire timing of your distribution from one place.

Measure Your Videos

There are two views when measuring your videos:

• Micro (or content level): this includes things like “at what point do people drop off while watching” or “what CTA is working best?”
• Macro (or high level): this includes things like “do the numbers indicate we’re getting closer to our goals” or “how many leads were generated over the last quarter from video content?”

You should be micro measuring all your video content, and macro measuring every month or quarter. 

That way, your creation tactics and strategy goals are always up to date.

Create Your Own Video Marketing Strategy

Video marketing is becoming the new norm of content marketing. Not only is it a great way to get your brand out there, it’s an important part of every stage of your sales funnel.

Having a successful video marketing strategy is important, and so is finding the perfect video creation tool to help you implement it.

Create beautiful videos and interactive content with Visme

Trusted by leading brands

Recommended content for you:

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About the Author

Mark Ankucic is a growth marketer and content consultant at CopyPlaybooks.com. Obsessed with finding the words and feelings that trigger conversions, you’ll most likely find him sorting voice of customer data, tweaking funnel journeys, and plugging gaps in messaging.

In accordance with international sanctions, the Semrush platform is no longer accessible to businesses registered or based in Russia. We’re sorry for the inconvenience and if you believe there is a mistake, please send us an email to [email protected] so our team can review.

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7 steps to a successful social media video marketing strategy

Written by by Jamia Kenan

Published on  November 8, 2022

Reading time  15 minutes

With sound, images, music and other engaging elements, video marketing has all the bells and whistles to attract viewers. It’s projected that adults will spend 80 minutes per day watching digital video by 2023.

Marketers need to take note of this if they want to develop their video marketing strategy on social media.

Luckily, there are many ways video can be used in social media marketing. We’re not limited to TV-style ads or perfectly polished educational videos. With the introduction of live streaming videos, an interest in brand authenticity and accessible editing apps, it’s easier than ever to dip your toes into the video marketing world.

Follow our 7-step guide to creating a successful social media video marketing strategy.

• Set goals for video marketing
• Decide on your platform(s)
• Select your video types
• Plan content production
• Know what post-production entails
• Schedule and promote the videos
• Understand and analyze metrics

Our guide will walk you through each of the seven steps you need to create a successful social media video marketing strategy. But you can also watch the below video for a crash course, including tips for scaling your video process from pre-production to post:

1. Set goals for video marketing

At the beginning of any new marketing strategy, there’s a need to set goals . What do you want your videos to accomplish?

If you’re just starting out, we recommend creating only a few goals so you don’t become overwhelmed. An example of a video marketing goal would be creating brand awareness.

But with the right script and creativity, your video marketing strategy can do more than support a prospect’s awareness of your brand. It can also guide them through the decision stage of their buyer’s journey, educate customers on their brand new purchase and fuel a brand’s advocacy plans.

There are five stages of a typical marketing funnel, and videos can fall easily into each stage as long as you develop your social media video marketing strategy to target them.

As you reflect on what your goals are for your video marketing strategy, consider where they’ll fall within each stage of the buyer’s journey and use it to  inspire your social media video ideas . Setting your goals and identifying the funnel stage will help you create highly effective calls to action in your video content as well.

Here are five example goals you can accomplish within each funnel stage:

Awareness: Reach new customers

According to The Sprout Social Index ™ , more than half of social practitioners and marketing leaders alike track follower growth on social as a core metric, which is table stakes in understanding social’s impact on brand awareness. In the first stage of the buyer’s journey, brands are trying to capture consumers’ attention and introduce themselves.  Social media video marketing is a great medium to reach new customers and show them who you are and what you value, what your brand offers and what differentiates it from your competitors.

With video you may only have seconds or minutes to capture your audience’s attention, so get right to the point when you’re creating awareness-stage video content.

For example, eye-catching educational videos or opinionated thought leadership can establish credibility and your brand identity, so when consumers have purchase intent, your brand is top of mind.

For some brands, videos are used heavily for advertising. They may start on a product page on the website and then branch out to land in a social ad. Others create videos only for social media ads. This is especially useful for direct-to-consumer brands like Lo & Sons , where product videos are necessary to help the consumer picture themselves with the product.

In the below product video, the luggage brand shows how their Rowledge backpack is appropriate for any occasion. The video is relatable and short, and can not only be used in Facebook as a feed post but also be promoted as a social ad.

Consideration: Generate demand

Once consumers have reached the consideration stage, they may know about your brand and what you offer, but it’s still your job to generate demand for your products and services.

There are several ways you can achieve this goal with social media video marketing. For example, how-tos and tutorials show your product in action and make it easy for the consumer to envision how they’d use the product themselves. Brands in the skincare, makeup and beauty industry , like ColourPop , are masters of consideration-stage videos.

You can bet that whenever ColourPop has a sale or giveaway going, they will share short-and long-form social videos of makeup artists, influencers and real customers applying their products. Consumers can see the smoothness of foundations, color pigment of eyeshadows, creaminess of lipsticks and other visual markers that will catch their attention.

@colourpopco 💫 galaxy vibes💫 stand out in any galaxy with the NEW C-3POT pressed palette! NOW available on colourpop.com @tijerarayemua #C3PO #Threepio #StarWars ♬ original sound – ColourPop Cosmetics – ColourPop Cosmetics

When people can see how your product works or how other people use your services to solve a problem, they can visualize themselves doing the same thing.

Animated explainer videos can be an alternative option to live-action demonstrations. While they might be a bit more abstract, they’re still an opportunity to put the customer’s problem into perspective and introduce your services as the solution.

Consideration-stage videos don’t have to focus solely on your products or services, either. Consumers also consider a company’s culture and core values before committing to being their customer.

Data from the Sprout Social Index™ shows company alignment with personal values is 74% more important to consumers than it was in 2021.

Lean into this consumer interest by using video to highlight your brand story and core values so you can establish an emotional connection with your audience, making it more likely they’ll choose your company over a competitor.

Decision: Drive conversion

The decision stage is the point when your goal is to turn prospects into customers. Here, customer testimonial videos can go a long way to show the real potential and payoff of your products and services.

You may know about Instant’s iconic pressure cookers and appliances, but people may be surprised and delighted to find out the brand has a tight-knit community on Facebook.

Instant Pot’s Community features videos from the brand and members. Although there are a few product videos, the page focuses on what customers can create using Instant’s home appliances.

Recipe videos like the one below can help customers envision how the product can help a plethora of recipes fit into their lives—or their mouths.

What makes this video a strong decision-stage piece, is the aspirational, yet authentic, “this could be you” feeling. Instant isn’t just making a promise to you as a customer and hoping you buy with blind faith: they’re showing they’ve already earned their customers’ trust and made a difference in their lives.

Use this kind of video content to show potential customers the results and the real benefits that others have reaped and what they stand to gain from choosing your business.

Adoption: Educate customers

It’s not just marketers who want to make sure they’re seeing a return on their investments. Once a prospect becomes a customer and enters the adoption stage, educate them about how they can get the most out of your products and services.

This kind of fun, energetic how-to video is ideal for platforms like YouTube, Facebook or IGTV, where people are willing to spend a bit more time watching and learning.

You have a few options:

• Educational video: If your products or services have a lot of bells and whistles, features based on specific needs or there’s a learning curve that comes with them, lean into educating your audience. Content that’s focused on hacks, tips, optimization or special features can put complexities into perspective and make customers more confident.
• Webinars : These can be highly effective mediums: They give customers a chance to engage with your brand in real time, ask questions and get answers they’re looking for.
• Live stream: Going live can help you capture a broader audience, but it’s your biggest fans and existing followers who are most likely to tune in. And live is the third most engaging type of in-feed content, according to our Index data. Unlike posts that show up in people’s feeds, Instagram Live streams appear at the top of the interface at the beginning of Stories. Followers who have their app open when you go live will also receive a notification that you’re broadcasting, so they can easily tune in to get the latest from your brand.

Advocacy: Inspire evangelism

By the advocacy stage, you have happy customers that will sing your praises and champion your brand.

The beautiful thing about advocacy videos is that customers don’t feel like they’re being sold anything. Capitalize on organic, genuine love for your brand and product using social listening tools like Sprout Social’s. With Listening, you can meet the moment and capture brand mentions from engaged profiles, and you can surface user-generated content .

Not every advocacy video will be viral or come straight from your fans. Employer brand strategies can also be bolstered by employee advocacy content . Consider showcasing your colleagues to show the ins and outs of your company and why they love working there.

2. Decide on your platforms

Every major social media platform has its own form of video, so there is plenty of real estate to incorporate it into your strategy.

If you’ve never used video on any platform, begin with the ones where you already have audiences established. According to the Sprout Social Index™, Facebook, Youtube, Instagram, Snapchat and TikTok are the top platforms consumers and brands anticipate to use the most over the next year.

Choosing any of these five to begin your video marketing strategy is a good first step, but it would be remiss of me to not tell you to strongly consider using TikTok and YouTube for video marketing first.

When to use TikTok for video marketing

Without a doubt, TikTok helped popularize the love of short-form video and has become one of the internet’s favorite apps because of it.

In the Sprout Social Index™, our data showed consumers find short-form videos 2.5 times more engaging than long-form ones. Plus, short-form video is the most engaging type of in-feed content, followed by images and live video.

@sproutsocial Drive more traffic on #Instagram with this tip. #instagramtips #linkinbio #socialmediamarketing #socialmediamanager #socialmediatips ♬ Funk It Up – Official Sound Studio

The app’s collaborative features like Duets paired with a nuanced culture fueled by TikTok trends and TikTok sounds , give brands new ways to get creative with their video marketing.

The app is a powerful awareness driver, but trends like #TikTokMadeMeBuyIt show that short-form video can also convert consumers into customers.

When to use YouTube for video marketing

With over 2.5 billion monthly active users , YouTube still reigns as one of the most popular video platforms amongst consumers and marketers.

A massive user base is great, but that isn’t the only reason brands should consider YouTube marketing . YouTube is one of the most popular search engines in the world and videos from the platform show up in Google’s search engine results pages (SERPs) as well. Marketers can use YouTube to increase their brand’s visibility by producing content that targets commonly searched topics.

https://www.youtube.com/watch?v=Hs2P3DLw1LM

You can use YouTube video marketing to address all the stages of the marketing funnel, so you can reach the goals of your strategy no matter what you choose.

Social media video formats and features

To choose the right platform for you, you need to understand what each one offers and what video dimensions can be displayed. This is important because if you’d like to repurpose your videos, it’s best to choose platforms that complement each other.

As different social platforms continually add more features, it can be hard to keep track of what type of video content can be uploaded where, or when you might need to do some additional editing.

See below for a quick reference and visit our full social media video specs guide for all the details you need to upload on each network.

• Landscape and portrait feed video
• Facebook Live (live streaming)
• Facebook Stories (disappearing content)
• Live streaming ( Instagram Live )
• Instagram Stories (disappearing content)
• Instagram Reels (short-form and long-form content)
• Landscape video
• Portrait video (may use pillarboxing on some uploads)
• Live streaming
• YouTube Shorts (portrait, short-form video)
• Portrait feed video
• TikTok Stories (disappearing content)
• Landscape feed video
• Idea Pins (set of images, videos or text similar to Stories)

Tasty’s social media content offers great examples of how to tailor your videos for different platforms. It includes a heavy dose of video, customized for platforms like Instagram and YouTube. Not only are the orientations different but the topics and series also vary between platforms. This diversity of content ensures that the audience will find original content no matter which Tasty social media page they’re on.

3. Select your video types

Determining the type of video that works best for your brand is an important step in your marketing strategy. Not all videos are made the same and that’s okay–what is most important is that they support your key goals.

Our research in the Sprout Social Index™ found that consumers want authentic content from brands on social media. Some 51% of consumers want to see brands highlighting their product or service. Some 39% want to see customers testimonials/demos, and 34% report wanting posts that showcase a brand’s personality and less-produced videos.

The takeaway here? Consumers are looking for all-around authenticity within your content.

Here are a few different types of social media video ideas and their benefits to get you started with accomplishing the genuinity consumers are looking for:

• Educational: These are informative and can create brand awareness for new customers. They often take a less casual, more polished tone to establish the brand as an expert. If created for current customers, then the videos could be focused on guides and tips for getting the most out of a product.
• Explainer: Similar to educational videos, explainer content focuses on teaching the audience more about your brand and the product or service you offer. Use these videos to quickly explain what your company does and how the brand can help solve a particular problem. End with a strong call to action to prompt viewers further along the marketing funnel.
• Behind-the-scenes : These give a look into company operations and employees. They sometimes serve to entertain the audience or give a virtual peek behind the curtain.
• Interviews : With guest speakers, interviews are a great way of introducing your audience to a new influencer and vice versa. Handing the virtual mic over to a guest can be fun and provide a little more authenticity to your brand.
• Entertaining : These include jokes, cute puppies and even pranks. They serve solely to entertain the audience but can be a great way of emphasizing your brand voice and building a sense of community among your audience.
• Testimonials : In marketing, these videos look like customer highlights and help to create social proof for your brand. Videos that showcase how a customer uses your product or service and their satisfaction with it operate on a connection level: ideally, a potential customer will see themselves in that video and be persuaded to purchase.
• Product: Highlight the top features of your brand’s most popular product or service by showing it in action. Showing off what makes your product or service unique can help customers envision themselves using your brand.
• Narrative: Put your author’s hat on and tell an engaging story to leave a lasting impression on viewers. Use animation or go documentary-style to explain how your brand was founded or a customer problem you resolved—anything that showcases a memorable story.

Once you’ve determined which types of videos to tackle, it’s time to move onto planning the actual video.

4. Plan the content production

A good content production plan will save you time and money in the long run. Whether you plan with a spreadsheet or old-fashioned pen and paper, you need to establish how you’ll create and film videos.

Evaluate your options for content production and post-production. Hiring an agency or production company will alleviate a lot of the stress. They’ll handle all the planning and approvals, you just need to give the guidance.

But if you’re planning on doing this all in-house, you’ll need to think about all the steps needed to produce a successful video. This includes but is not limited to:

• Identifying needed equipment and props
• Writing a script
• Editing the script
• Storyboarding the video
• Planning the shoot for optimal filming. Filming won’t be linear for the most part.
• Gathering and nurturing talent (the people who are featured in the video)
• Identifying the place(s) you’ll film and taking natural daylight into consideration for timing
• Knowing where to send the footage to be edited
• Determining who will do the approval sign-offs for each step. For example, you want to make sure that the script sounds good and is in line with your voice. This might require two people to review it.
• Checking that the music you’re using is licensed for you

As you run through the content plan, you’ll find some ways you need to tweak it or things you missed earlier, especially if this is one of your first efforts putting together a comprehensive video content plan. After a solid plan is executed, it’s time to move on to post-production.

5. Know what post-production entails

Allot plenty of time to post-production, especially if your videos will be used for ads or have heavier editing needs. Post-production does not mean just cutting scenes and putting them back together to music. It also includes additions like closed captions, text overlays, call-to-action screens and more. The more you film and the more polished you want your video to be, the more time you’ll need.

Some videos will only need light edits post production. For example, if you host a Facebook Live, the video is published immediately after it ends. You’ll be able to edit the caption and title but not much else.

Uploaded videos will go through the post-production process. On YouTube, for example, you’ll be able to add tags, multiple language closed captions, detailed captions and more.

Know what you’re getting yourself into before you start: formal, polished videos on YouTube require a lot more work than a basic livestream. Since YouTube is a video platform, you’ll need to optimize your words and visuals to stand out.

6. Schedule and promote the videos

Now that you have the completed video, it’s time to schedule and promote it. Some management platforms like Sprout offer publishing options for videos.

For instance, Sprout’s YouTube publishing options include details like tags, category, playlist and privacy settings. We’re the only social media management software that lets you manage your TikTok content by allowing you to schedule your videos in the same calendar as your other social posts, all on one platform.

Don’t think of videos on social media as one-and-done. One fully produced video could be uploaded to several networks over a month-long time period, depending on your social schedule. On Twitter, you could promote it many times. For livestreams, you’ll need to promote often to ensure lots of people will join in at the right time.

One film recording session could produce multiple videos. Different clips could be used for promotion or spliced together to create new videos. Think big when you’re promoting videos.

7. Understand and analyze metrics

The last step in any strategy is the most important of them all: analyzing it. You won’t know how a video performs unless you take a look at the statistics associated with it. What are the view counts? The watch times? The shares and likes and comments? How is your YouTube engagement or TikTok engagement?

Each network provides different sets of video metrics , so it’s important for you to know what they are before you start on production. Every platform also has native analytics that will tell you how your video content performed. The metrics you use to analyze success should match the goals you set in the beginning. If you wanted brand awareness for a video, the matching metric might be impressions or video views.

Along with scheduling, Sprout offers a suite of analytics tools. For example, you can analyze your performance by reviewing TikTok analytics to identify which video posts were the most successful. TikTok’s native analytics only saves your data for 60 days, but Sprout’s Reporting and Analytics tools don’t put an expiration date on your post performance data. You can view how your TikTok videos perform over time, and even against the content on your other platforms.

Keep in mind that audiences will even watch your older videos. With the right combination of keywords and an evergreen topic, a three-year-old video might still be relevant to your users today.

Start your video marketing strategy today

And there you have it! A full 7-step guide to creating your video marketing strategy. We hope this helps inspire your brand to plan your next set of videos. To go deeper into your strategy with analytics, sign up for a 30-day trial .

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Building a 2023 Video Marketing Strategy [FREE TEMPLATE]

Hey business owners and marketers, it's time to have a heart-to-heart about video marketing. If you aren't planning to dedicate a significant chunk of resources in your 2023 marketing plan to video, you're already missing out on one of the most effective ways to engage with your audience online. Honestly, it’s what people expect these days—from your website to your social media posts. Whether you are in manufacturing , private golf clubs , senior living, e-commerce, or SaaS, there's a place for video content in your marketing model.

If you are like me, you've heard thought leaders and read blogs touting the importance of video more times than you can count. There are tons of stats about how many videos are being created every month, the "best" length for a video, and the most popular viewing times. And while they are all interesting bits of knowledge, unless you are publishing A LOT of videos every month, they aren't all that helpful.

After talking with many marketers and business owners, there is still a lot of uncertainty around what types of video to create , how much to budget per year/project, and how to get started. So, I've created a quick list of things to consider for your video marketing strategy as well as a few tools that will help you get started.

Speaking of tools, click the link below to access our Content Blocking Template to help you plan your video strategy:

1. Increase Your Budget for Video

No matter what your video budget was for this year, you should plan to increase it for next year. If you didn't spend any money on video last year, now is the right time to start. If you did spend money, you should either start filling out the rest of your website with video or look to replace your older video assets - or both. If you are not sure what to spend, there are resources that can help you incorporate video into your marketing budget .

If you don't believe me, take it from Apple and Facebook. Both companies spend billions of dollars each year to create original video content. These are two very successful businesses whose business models didn't need to expand to video, however, these tech giants realize that there is massive potential in creating video content.

Now, I know what you're thinking. "That's all great, but I'm not Apple or Facebook, and I definitely don't have billions of dollars to spend." You're right, but that's not my point.

My point is that we live in a time where every single company has a reason to be budgeting for and creating video content. No matter what your budget is, here are a few simple suggestions:

$0-$2,500: For this kind of budget, you will not be able to spend much, if anything, on a videographer . Instead, invest your money in a course or workshop to help you learn about video strategy. Focus on creating free or cheap videos like Facebook Live, TikTok, Instagram, YouTube, webcam videos, etc. Depending on your budget, you can probably invest in an HD webcam or a good microphone to help you get the best quality possible.

$2,500-$5,000: With this budget, you'll definitely be able to afford to buy some basic recording equipment or hire a freelance videographer, but you may not want to rely on them to develop the strategy of your video. Again, I would suggest investing your budget in a class or workshop to help you learn the basics of video strategy.

$5,000+: With a budget greater than $5,000, you can afford to work with a production company that can advise you on what to produce and how to produce it. If you are not sure what kind of company to use, here's a simple guide to comparing video production companies .

2. Diversify Your Video Content

One video on your website can't do everything. Different types of videos have a unique purpose and drive different results. Certain videos function best as top-of-the-funnel content pieces that answer high-level questions, some types of videos work better for telling stories to elicit trust and emotion from your viewers, and other videos, like testimonials, showcase your credibility.

Take the time to think about other kinds of video content that you can create for your business or industry. Here are a few suggestions:

Look at your most visited landing pages and website pages, how could video enhance the experience of a viewer? Could you drive credibility and trust by adding a video?

Do you sell products? Would your prospects appreciate a video that simply walks them through the specifics of your products?

Have you told your customers' stories? Whether you are a B2B or B2C company, we all like to hear the stories of people who have success with a product or service.

Check Quora and Reddit for common questions that your potential customers have about your industry.

Do some keyword research around the most searched topics in your industry and create new blogs or web pages with videos to support the content.

3. Plan Your Shoots; Maximize Your Time and Resources

One thing many people don't realize is that unlike physical products, the cost of a video is not necessarily calculated on a per-unit basis. By mapping out your larger plan for video, you can often leverage the economy of time.

Whether you are trying to tackle your video projects internally or you have the budget to hire a partner, there is an efficiency when you can leverage previously shot footage and use it as part of your ongoing video strategy.

Creating a Blueprint

Here are a few ways that you can maximize your time and money to produce more videos:

Plan multi-person interviews. Try to capture interviews when all of your essential experts can be in the same spot on the same day.

Focus on quality rather than length. If your experts can communicate a helpful message in a minute, then don't waste more money, time or resources trying to get your video to the 3-minute mark.

Have someone who just loves to talk? Try the Gary Vaynerchuk method of video creation and just let one of your subject matter experts talk about a particular subject and then cut it down into short videos to use in social media, website pages, emails and more.

4. Own Your Niche

Go to YouTube, Instagram and/or TikTok and spend some time looking at the videos that already exist in your industry. Look for ways that you can improve on existing videos, dive deeper into a specific topic, or cover something new. You can develop credibility and thought leadership by creating video content that helps your customers and prospects get the answers they are looking for.

Make sure to cross-reference the video topics you find against basic SEO keyword metrics to make sure that your topics have a high likelihood of being found through organic search.

5. Look for More Ways to Share Your Stories

We talk to companies all the time who "don't have interesting stories to tell," and to that, we call B.S. No matter what industry you are in, you have compelling stories to tell. You may not be a shiny tech startup in San Francisco, but you probably have an interesting history or a compelling customer solution. Otherwise, why do you show up for work in the morning and why do your customers hire you?

Telling stories, especially through video, humanizes your brand. It showcases something far beyond your brand messages, it showcases the heart and soul of your company and your people. Learning how to identify those stories can be a bit more challenging. Here are a few ideas to get you started:

• Share the behind the scenes of your latest product development.
• Tell the stories of your longest-tenured employee or customer.
• Show the everyday life of an employee or tenant.
• Talk about your experience at the latest trade show or industry event.
• Tell a client's success story.
• Showcase a training program or culture initiative

One of the best ways to identify and organize stories is with a Video Content Blocking spreadsheet. This simple spreadsheet can help you think more creatively about ways to feature your existing brand stories.

As marketers and business owners, we can't continue to sit back and ignore the fact that video is a content medium that is expanding its influence all around us. But don't let the sheer scale stop you from getting started. There are a lot of resources , classes, webinars , and workshops that can help you get started with video.

Do your research, make a plan, allocate a budget , and just take the first step in creating video content that your customers and prospects can use.

Don't know where to get started? Contact our video team and we'll let you know our recommendations on how and where to get started.

Editor's Note: This article originally published in 2017 and was updated in 2022.

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What Is Video Marketing? Full Guide (+ Strategy and Examples)

Get a complete guide to video marketing with benefits of video content and examples. Learn how to design a video marketing strategy for your business.

What is video marketing?

Video marketing is a strategic approach that uses video content to promote a brand, product, or service to a defined audience. It includes a wide range of video types in both short-form (90 seconds or less) and long-form video formats.

With video marketing, your business can connect with prospects and customers across a variety of digital channels. This strategy can also help you achieve goals throughout the marketing funnel, from awareness to conversion.

While video marketing is hardly a new concept, it's become increasingly popular in recent years. As of 2024, 91% of businesses use video for marketing.

Why is video marketing important for your business?

If your marketing team aims to produce more video or wants to get more value from this strategy, you need to know how it can benefit your business. Let's look at how video can help you reach important marketing goals.

Increase brand awareness and shares

When you need a way to introduce your brand to more potential customers, video tends to be a smart choice. Because you can repurpose it across multiple channels, a single video can connect with your audience via:

• A live event, such as a webinar or an online conference
• Your company's website
• Your social media marketing channels, such as Facebook, Instagram, and LinkedIn
• YouTube, which works as both a social platform and a search engine

Publishing video content on social media is particularly effective for boosting brand awareness. When followers like or comment on your video, their engagement can help it reach a wider audience.

On social media, viewers also have the option to share your videos with their followers. In fact, videos generate 12 times more shares than text and image posts together .

Educate prospects and customers

Does your product or service solve a real customer problem? Through video, you can explain how your solution works and show it in action. This way, prospects can visualize how your product or service can help them.

Video marketing can also educate existing customers. For example, you can create video content for both new and advanced users. This way, you can help customers get more value from your product or service.

Improve search engine optimization (SEO)

When you incorporate SEO principles in video content marketing, it can attract new customers as they search for solutions online. As a result, video is great for connecting with high-intent prospects.

Marketing videos leverage SEO in a couple of different ways.

Most importantly, it helps your brand rank on search engine results pages (SERPs) for relevant search queries. Let's look at an example for the search query "how to moderate a virtual panel discussion."

Livestorm's YouTube video, How to Moderate a Virtual Panel Discussion , appears in a video carousel near the top of search results. Google automatically highlights key moments of the video to drive more clicks and views.

Livestorm's complete panel discussions guide also appears on the same SERP. Because the results for this search query prioritize video content, the YouTube video positions Livestorm above the guide, near the top of the page.

When you incorporate SEO principles into video, it can also appear near the top of YouTube search results. Because YouTube is the second largest search engine , it offers tons of opportunities for prospects to discover your brand.

In fact, the same Livestorm video is also the first organic YouTube result for this search query:

Establish authority and build trust

Do you want to position executive team members as authorities in their industry? Video content can help.

In fact, 93% of B2B buyers view video as important for building trust. And for 95% of B2B buyers, video plays a key role as they navigate their customer journey and take steps toward a purchase.

Why is video so helpful for authority and trust?

• Live webinars and social media videos let you make face-to-face connections with your target audience.
• Video podcasts share thought leadership and establish team members as expert voices in an industry.
• Customer testimonials show how your business solves real problems from the voice of real customers.
• User-generated videos provide social proof that can build trust among customers organically.

Generate qualified leads

Marketing videos can do much more than share information and drive discovery. They also have powerful lead generation capabilities.

In fact, 87% of video marketers report using video to capture leads , according to Wyzowl. Here are two use cases:

• Outreach videos let you connect with prospects individually via personalized messages.
• Webinars let you connect with prospects at scale via live or pre-recorded events.

Whether you use an inbound or outbound approach, video marketing helps generate leads, qualify them based on your ideal customer profile (ICP), and build pipeline for your sales team.

Secure sales and conversions

Need to achieve bottom-of-funnel marketing goals like sales and conversions? Video has increased sales for 87% of marketers , according to Wyzowl.

Organic video marketing campaigns can drive sales via live events or strategically placed calls-to-action (CTAs). But you don't have to rely on organic campaigns alone.

With video ads, you can reach specific audiences, such as prospects who have engaged with your brand before. Paid video campaigns can accelerate conversions and help you secure sales faster.

Reach users across devices

One of the biggest benefits of video marketing is that it can reach prospects and customers on almost any digital device.

Consider these YouTube viewer statistics:

• Viewers watch more than 1 billion hours of YouTube videos on TV every day.
• Over 60% of YouTube users watch videos on mobile devices.
• YouTube Shorts—short-form videos for mobile users—tally an average of 7 billion daily views.

Not sure which format to prioritize? Your marketing team can easily repurpose videos for different platforms to see what drives the highest return on investment (ROI).

12 Types of video marketing

What kind of video content should you include in your marketing strategy? Let's look at some of the most popular video marketing types (with examples).

1. Brand videos

Brand videos introduce your business to potential customers. They typically include an overview of the business, its mission, and culture rather than in-depth content about products or services.

Most brand videos are relatively concise, with 90 seconds considered the optimal length. For example, this Livestorm video introduces our video engagement platform and our brand:

2. Explainer videos

Explainer videos introduce products and services to potential customers. In fact, 91% of people report having watched one of these videos to learn about a product or service, according to Wyzowl.

Most explainer videos are short and engaging, as they work best for top-of-funnel marketing. For example, this Livestorm explainer video explains how our video engagement platform works in under a minute:

3. Product demos

Product demos show potential customers how your product or software platform works. They highlight features and capabilities to help viewers understand what they can accomplish with your product.

In-depth product demos can last up to an hour. They typically include a complete overview of the product.

Short product demos condense key features into a video lasting only a few minutes. For example, this Livestorm video includes tips for creating high-performing product demos:

4. Animated videos

Animated videos explore challenging concepts. They use animation to simplify complex ideas and make them easier to understand.

Like explainers and demos, these videos tend to be short. For example, this animated video by Scribe explains how the platform creates step-by-step guides:

5. How-to videos

How-to videos show viewers how to accomplish a specific task or solve a problem using your product or service. Also called tutorials, these educational videos often include step-by-step walkthroughs with instructions.

This format works as either long-form or short-form video. On average, how-to videos should be less than 20 minutes .

For example, this Livestorm tutorial walks viewers through how to create their first event:

6. Video podcasts

Video podcasts are discussions or interviews with a video component. They're episodes in a series, which can include dozens or hundreds of pieces of content on a certain topic.

Podcasts can include any combination of hosts and guests. For example, this SaaSCast episode features Guillaume Cabane and covers growth hacking tips:

7. Case studies

Case studies are videos that feature interviews with customers or clients. Also called customer stories, they explore the real problems your customers face and position your product or service as the solution.

Potential customers often relate to these videos, which makes them helpful for attracting leads. For example, this customer interview by Navattic explores how Dropbox uses the company's product:

8. Webinars

Webinars are virtual events in which one or more speakers discuss a predetermined topic. They can take many different formats, from simple presentations to panel discussions with multiple presenters.

When you host webinars , you can engage audience members with tools like live chat, polls, and Q&A sessions. For example, this Livestorm webinar discusses tips for amplifying webinar distribution:

9. Online conferences

Online conferences are educational events that typically include multiple presenters speaking on a defined topic. They're similar to in-person conferences, except they take place online.

Also called virtual conferences, these events generally happen live. However, you can get more value from live events when you share the content on demand after the event.

For example, this AsyncAPI online conference features over a dozen talks and presentations:

10. Outreach videos

Sales outreach videos are a type of outbound marketing. Also called prospecting videos, they introduce your product or service to a potential customer and share how it can help them solve a problem.

So, how do they differ from demos or explainers? Outreach videos typically include personalization. For example, they may include a custom introduction or content tailored to the prospect.

Most are short and to the point. Vidyard recommends limiting prospecting videos to 30 or 60 seconds. This Sales Feed video includes several examples:

11. Social media videos

Social media videos appear on platforms like Facebook, Instagram, and LinkedIn. They're typically short-form videos (under 90 seconds) optimized for mobile viewers.

They can include anything from interviews and behind-the-scenes content to tips and promotions. For example, this Semrush Instagram video features tips for getting more customer reviews.

12. Video ads

Video ads are sponsored posts that appear on platforms like YouTube, Facebook, and LinkedIn. They target potential customers based on demographics, interests, and behaviors, such as previous interactions with your business.

Most video ads include CTAs that prompt viewers to take the next step toward a conversion. For example, this LinkedIn ad by Pipedrive encourages viewers to sign up for a free trial.

How to create a video marketing strategy

To get maximum value from video for your business, you need a strategy. Follow these steps to map out a plan.

Establish marketing goals

What do you want to achieve with video marketing? Start by clarifying your objectives.

Think about goals in terms of your marketing funnel. Your strategy will likely include all funnel stages:

• Awareness: Introduce your business, product, or service to an expanded customer base.
• Consideration: Educate prospects with more technical content and customer stories.
• Conversion: Identify qualified leads for your sales team or secure purchases.

Define the topic(s)

What's the purpose of your video content? Get clear on the topic(s) it will cover and the message it will share.

Here are some examples:

• Product launches, which may focus on how your product can help your target customer
• Industry trends or problems, which may focus on sharing thought leadership and solutions
• Special offers, which may focus on showcasing value and creating a sense of urgency

Decide on video types

In most cases, your marketing goals and video topics will inform the types of videos you create . For example:

• Brand videos and animated videos often work well at the awareness stage, as they offer quick introductions to your business.
• Case studies and product demos often work well at the consideration stage, as they offer more in-depth information for serious prospects.
• Webinars and video ads often work well at the conversion stage, as they support lead generation and drive purchases.

But don't be afraid to experiment with different video formats. You can't be certain about what works for your business if you don't try potential options.

Choose video software

To produce professional-quality video, you need the right software. Here are a few options to consider:

• Livestorm for webinars , online conferences, video podcasts, and product demos. With Livestorm, you can host live events and share on-demand content with customers.
• VEED or Wave.video for how-to videos and explainers. With these platforms, you can use templates to speed up video creation and edit content for multiple channels.
• Adobe Premiere Pro or Final Cut Pro for pro-level video editing. With this software, you can produce case studies and customer stories.
• Vidyard or Sendspark for prospecting videos. With these platforms, you can record and personalize short videos for outbound outreach.

Recruit speakers or talent

Some video formats (e.g., animated videos and explainers) can be faceless, meaning they don't require an on-screen host. But to produce a successful video, you typically need people to speak for or about your business .

Before you create a video production plan, get internal and external talent on board. For example:

• Video podcasts and brand videos may feature members of your executive team.
• Webinars may feature guest speakers from a number of organizations.
• Social media videos may feature members of your marketing team.
• Case studies may feature one or more customers.

Create a video production workflow

Your equipment needs will vary a bit based on the types of videos you plan to produce. To make your video look as professional as possible, you'll typically need:

• Video camera to capture footage
• Microphone for clear audio
• Lighting for great visuals

Before you begin filming, you need to know what you want your video to show. That means you need:

• Storyboard so you can plan out the entire video beforehand
• Shot list so you know the visuals you need to capture
• Script so your speakers know what to say

Live stream, host, or publish

How will you distribute video content to your audience? Most marketers use one, two, or all of these options:

• Live stream your video to a virtual audience. This option is best for webinars and online conferences.
• Host your video so viewers can watch on demand. Video hosting is best for product videos, podcasts, and webinars.
• Publish the video to social media. This option works well for shorter content like explainers and tutorials.

How to promote a marketing video

A successful B2C or B2B video marketing strategy requires promotion. Use these tips to amplify your marketing videos and attract more views.

Email your contact list

One of the easiest ways to get viewers to watch your videos or tune in for your live streams is to email your contact list directly.

Whether you host live events or on-demand content with Livestorm, you can use our software to send email invites to your list. You can customize the email content and add links and CTAs pointing toward the event registration page.

Upload to YouTube

To make your brand more visible in search results, upload your videos to your company's YouTube channel. Use SEO tactics to increase the chance of your video content ranking in search. For example:

• Do keyword research to find terms to include in video titles and descriptions.
• Write detailed descriptions and include chapters when relevant.
• Add subtitles to improve accessibility and provide more context for your videos.

Share on social media

Don't forget about your social media followers. Whether you need to promote a scheduled event or you want to distribute an on-demand video, your company's social media platforms are a smart choice.

For example, you can post event registration links on Facebook or LinkedIn to encourage followers to tune in. You can also promote published videos by linking to YouTube videos or uploading short-form video content directly.

In this video, we share 11 ways to promote a virtual event on social media and other marketing channels.

Highlight on your website

Video content doesn't have to exist independently from the rest of your content marketing. Look for opportunities to incorporate video into text-based content.

For example, you can embed how-to videos into relevant blog posts. Or you can repurpose video podcasts or webinars by turning them into blog content.

Pay to advertise

The tactics above involve inbound marketing. They can work well if you have a large email list, a lot of social media followers, or reasonable organic search traffic.

If you want to reach a wider audience or target specific types of customers, consider paid social media or search ads. Livestorm integrates with Google Ads , so you can easily set up retargeting campaigns.

Livestorm for video marketing

To market your business and attract your ideal customer, you need the right strategy and the right software.

From live virtual events to on-demand videos, Livestorm is designed to host engaging events and compelling evergreen content . With Livestorm, you can:

• Create custom registration pages to invite attendees easily
• Email your contact list automatically to boost registration
• Engage viewers with polls, Q&A sessions, and breakout rooms
• Get more value from content by sharing replays on demand

Video marketing FAQs

How effective is video marketing.

Video marketing can be effective at every stage of the funnel. Consider these numbers:

• On social media, videos are shared 12 times more often than text and image content combined.
• 87% of marketers use video marketing to generate leads.
• 87% of marketers report increased sales from video marketing.
• 95% of B2B customers consider video important during the decision-making process.

Is video a good marketing strategy?

Video viewership continues to increase, making it an effective medium for reaching potential customers. Worldwide, 3.48 billion people consumed video content in 2023. And over 160 million people watched live video content in the United States alone.

How does video marketing improve SEO?

Including video in your marketing strategy can make your website more visible in search results. Here's how:

• Google search results often include video content, which can help your website appear at the top of the page.
• YouTube search results always include video content, which can attract new viewers via the video platform.

What is product video marketing?

Product video marketing focuses on creating promotional content for your company's products. Some types of product videos you can produce include:

• Product demos
• Case studies

How much does video marketing cost?

The cost of video marketing varies depending on three main factors:

• Types of assets you plan to create
• Quality level you prefer
• Number of assets you need

On average, marketers spend $100 to $1,000 on video content. But costs vary depending on the factors above.

• Brand videos cost $45 per hour for amateur content and up to $20,000 per minute for professional production.
• Animated videos cost anywhere from $800 to $45,000, depending on the concept.
• Case studies cost anywhere from $600 (for a freelancer) to $3,000 (for an agency).

Download our Marketing Manager Mindset Report to learn more about how marketers are budgeting for content and planning strategy.

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Video Marketing: Everything You Need to Know for 2024

Written by Anna Sonnenberg

Last modified Nov. 9 2023

Table of Contents

Are you building a brand-new video marketing strategy for agency clients or looking to level up your organization’s video content? Either way, focusing on video is a smart move for social media marketers.

Over 90% of consumers want brands to produce more video, and two-thirds of social media users think short-form video is the most engaging type of content. That means video should be a key component of your social media strategy .

Surprisingly enough, however, only 7% of marketers are using video to its full potential, according to a recent Content Marketing Institute on video marketing .

via: Content Marketing Institute

In this guide to video marketing, we’ll cover everything from content formats and editing tools to tips for creating and scaling a successful strategy.

Why Video Marketing Is So Important for Social Media

Video marketing works across virtually every social media network, from Facebook to YouTube. It can help your team reach goals that span the entire marketing funnel, from building awareness to creating conversions.

So why is video marketing so effective? And why is video marketing especially important on social media?

• Storytelling.  Whether your videos educate or entertain, they can weave complex narratives that would require multiple images or a novel-length caption. They’re ideal for storytelling from the point of view of your organization or your customers.
• Mobile-first format.  Did you know that 99% of social media users log in via mobile devices? Short-form videos tend to be brief (i.e., fewer than 3 minutes) and have interactive elements. All that makes video ideal for mobile users.
• Increased reach.  Without video, you could be missing out on a lot of potential reach across social media channels. TikTok generates about 1 billion views per day, and YouTube shorts tally about 30 billion views per day .
• Lead generation.  Video content can do much more than improve brand awareness . When you create content for the middle of the funnel and add relevant calls-to-action (CTA), your videos can also generate marketing qualified leads.
• ROI.  Whether your team uses video to generate leads or drive revenue, this type of content can prove to be a smart investment. Over 90% of video marketers think this content type provides a good return on investment (ROI).

Free Ebook: The Art of Brand Storytelling for Modern-Day Marketers

10 Types of Marketing Videos to Create

Video is a much more versatile medium than you might think. Here are 10 types of marketing videos to consider adding to your social media marketing strategy.

1. Brand videos

Do you want to introduce your brand and tell your target audience what you’re all about? With brand videos, you can share what your brand does, show customers what you can help them achieve, and express your mission and values.

Example of a brand video

As an example, the Savannah Bananas video above captures the baseball team’s values. In a few short seconds, this TikTok video announces the team’s return for a new season of having fun and entertaining their audience.

2. Explainer videos

Though brand videos can be longer and may include multiple concepts, explainer videos generally zero in on one specific idea. They’re ideal for showing how your brand, product, or service can solve a certain problem or provide a benefit.

3. Product videos

With product videos, you can highlight individual products or your company’s full product line. This type of video can showcase multiple perspectives or demonstrate how your products work.

4. Demo videos

For more complex products and services like software and technology, demo videos are often essential. Demo videos walk prospects through the product, so they can better understand features and functionality.

As an example, the ClickUp video above walks users through the project management tool and shows them how to use the software. At just over 30 minutes, this type of YouTube video marketing can help with lead generation and converting high-intent prospects.

5. How-to videos

Want to give viewers step-by-step instructions for using your products or services? How-to videos are great for helping current customers use their purchases more efficiently, which can increase loyalty and lead to happier customers.

As an example, Jacob Hilpertshauser in the Agorapulse video above walks viewers through how to animate social media ads. In under a minute, the Instagram reel provides actionable steps that users can follow right away.

6. Behind-the-scenes videos

Want to give your audience a peek behind the scenes of your business? This type of content is great for building trust, as it shows how (and often why) your organization operates—in a genuine way.

As an example, the Bite video above reveals how the brand makes its toothpaste. The Instagram reel takes viewers behind the scenes, cutting together a series of short clips from the company’s production facility.

7. Event videos

Need to generate interest or increase attendance for online or offline events? With event videos, you can compile footage from past events to get your target audience excited about upcoming events.

As an example, the Content Marketing World 2023 video above features a montage of short clips from its yearly conference. It concludes with information about the organization’s next event, including a prompt for viewers to mark their calendars.

8. Customer stories

Has your business solved major problems for clients? With customer stories and case study videos, you get to show prospects how your organization can help—through the point of view of someone just like them.

As an example, this customer story from monday.com explores how the project management platform helped Zippo save time. The 3-minute LinkedIn video uses interviews to explain the problem and share the solution from the customer’s perspective.

9. UGC videos

In most cases, your team will produce marketing videos for your organization. But you can also use customer- or fan-created videos in your social media marketing strategy. By sharing user-generated content (UGC), you can let customers and fans speak about your brand authentically—from their own perspectives.

As an example, the Proactiv video above features content from a TikTok creator. The TikTok highlights the products the creator uses and shares her skincare routine, providing social proof for the brand.

10. Live streams

In many cases, your team will probably produce marketing videos well in advance of when you plan to publish. One exception is live streams, which let your organization connect with customers in real time. When you go live on Facebook or other channels, you can share exciting news, answer questions, and build relationships with your target audience.

As an example, the Slack video above includes several contributors, all of whom spoke about tech trends and opportunities for small business owners. Rather than promoting the communication platform, this LinkedIn Live event focuses more on community building.

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Top Video Editor Tools for More Creative Content

Each social media network has its own built-in video editing tools—such as filters, effects, and text. But you don’t have to rely on these options alone. Here are a few of the best third-party tools for video creation and editing.

If you’re creating short-form marketing videos for YouTube, Instagram, Facebook, or YouTube, Canva has all the editing tools you need. You can get started with templates, cut clips together, add filters and effects, and insert text at specific timestamps. If you need to supplement your video or audio content, you can purchase from Canva’s premium library.

Although it’s primarily designed for TikTok, CapCut is great for designing short-form videos for any social media network. With CapCut, you can choose effects and filters, add sound effects, insert subtitles, and use advanced editing options like background removal tools.

From merging and trimming clips to adding stickers and music, InShot is another good choice for editing short-form videos. While InShot offers a free version, it’s important to note that you have to pay for the pro version to remove watermarks.

Adobe Express

When you want to create longer product, explainer, or how-to videos, Adobe Express is a good pick. With this tool, you can design long-form videos from templates or do simple edits (i.e., merging and resizing) for short-form videos.

How to Create a Video Marketing Strategy

Now you have an idea of what kinds of videos to produce and how to edit them professionally. So where should you start and how can you measure your results? Let’s walk through the steps of creating a video marketing strategy.

Set video marketing goals

First, clarify the objectives you want to achieve with video marketing. If you’ve already developed a social media strategy for your organization, identify how video can help you accomplish the goals you’ve already set.

Keep in mind that video can help you achieve goals throughout the marketing funnel. In other words, you can use them to boost awareness, assist with research, guide purchase decisions, and improve loyalty.

Whether you plan to use video to reach one or all stages of the funnel, make sure to set SMART goals . With specific, measurable, attainable, relevant, and timely objectives, you can better guide your efforts and analyze your results.

Choose social media channels

Video marketing works on virtually every social media network. But that doesn’t necessarily mean your organization needs to create content for every channel.

Use your social media strategy and your buyer persona to guide your approach. For example, if your audience is on Instagram, you’ll want to create Instagram reels . If you want to get your brand found in search, you’ll want to create search engine optimized YouTube shorts .

Keep in mind that some social channels use specific formats, which means the type of content you can create may be somewhat limited. For example, you’ll need to create full-screen vertical videos for TikTok and Instagram.

Map out a video marketing calendar

Next, get together with your team to create a video marketing calendar. Again, if you already have a marketing or social media calendar, you can easily plug video into appropriate spots.

If you’re creating a social media calendar completely from scratch, start by making note of the campaigns and initiatives you need to carry out over the next month or quarter. Then decide how often and the best times to post on social media .

Plot any time-sensitive campaigns on the calendar, leaving plenty of time for teasing big events and getting the conversions you need. Then fill in the rest of the time slots with evergreen content that spans the marketing funnel—from product plugs to case studies.

Storyboard your marketing videos

Once you’ve decided on the kind of content you need to publish, create storyboards for your videos. With a storyboard, you’ll know exactly what shots you need and how to set them up—which means you can produce content much more efficiently.

You can make the storyboarding process as simple or as detailed as you like. On the simple end of the spectrum, jot down your ideas and turn them into a basic outline. On the detailed end of the spectrum, create sketches for each cut you plan to film.

As you plan your marketing videos, make note of everything you’ll need to film. Write down props you need to acquire, people you need to participate, and locations you need to secure.

Produce and edit your videos

Now it’s time to create video marketing content . Whenever possible, create videos ahead of time in batches. Batching content creation tends to be more efficient and can help you create videos that appear more consistent.

In some cases (i.e., live events) you won’t be able to create content in advance. In that case, have your storyboard in hand so you know exactly which shots you need and when you need to get them.

Always save unedited copies of the marketing videos you film so you can repurpose them more easily. Then use the tools above or the social media apps’ built-in tools to add effects, stickers, and other elements.

Schedule and publish marketing videos

Finally, publish or schedule your content at the time you planned. If you’ve created content in advance, you can easily schedule it from your Agorapulse dashboard. Just upload the video, add a caption, and choose a time to publish.

If you plan to publish to TikTok or Instagram, you have the option to publish directly or via a mobile notification. If you opt for the latter, you’ll receive a notification on your mobile device, prompting you to download the video, copy the caption, and publish the post.

When you use this method, you can add in-app touches right before publishing. For example, you can write copy, add filters and effects , place interactive stickers, choose audio tracks, or add subtitles. You can also use in-app features like adding product tags or inviting collaborators.

Review video marketing analytics

After publishing marketing videos, review the results to find what’s working and what isn’t. From your Agorapulse dashboard, you can measure video marketing metrics for Facebook, Instagram, LinkedIn, TikTok, and Twitter.

With Agorapulse’s reporting templates, you can quickly identify top content and share engagement metrics with your team. You can also compare content types and see how your video content contributed to impressions and audience growth. Then you can use your insights to do more of what worked and less of what didn’t.

If you’ve added links to your video posts, you can use Agorapulse’s ROI report to measure the value your content created. This dashboard reveals the total visitors, transactions, and revenue your social media efforts generated—including breakdowns by channel, profile, and even post.

How to Scale Your Video Marketing Efforts

Once you start to see positive results from your video marketing strategy, you may want to scale your efforts so you can continue to increase your ROI. Use these tips to create more video content more efficiently.

Invest in short-form video content

Producing long-form video content can get expensive quickly. When you want to produce more on a limited budget, it’s important to think about alternative video creation solutions —like focusing short-form content.

With short-form videos, you can film content using only your phone. Then you can use free apps like Canva or native tools like Instagram and TikTok filters to edit the content. You can also use each social media network’s audio library to add royalty-free music.

Repurpose marketing videos across channels

Whether you focus on short-form or long-form video, make a plan to repurpose content across channels. An easy way to share content across channels is to upload videos to YouTube and post links to Facebook, LinkedIn, and other channels.

But you’re likely to get much better results if you publish content natively on each platform. As you create your content plan, think about how to clip long-form videos for TikTok, YouTube shorts, and Instagram reels—and how to leverage each platform’s native tools to make the content stand out.

Hire a video marketing agency

You don’t necessarily have to create all your content in-house. Rather than managing every step of the content creation process, consider outsourcing some elements to a freelance social media manager or a content creator who offers video marketing services.

Alternatively, you can work with a video marketing agency that specializes in this type of content. When you hire an agency, you can use their expertise to improve your video marketing and create more targeted content that gets better results.

Wrapping Up What We Learned About Video Marketing

From TikTok and Instagram to YouTube and LinkedIn, video marketing can help you reach a wider audience, tell more complex stories, and build deeper relationships with customers and prospects. Whether you want to improve brand awareness, sell more products, or accomplish other marketing goals, make video a key part of your social media strategy.

Sign up for a FREE trial of Agorapulse and make your workday easier, more efficient, and just plain happier.

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You are here: Influencer Marketing Hub » Social Media » Video Marketing Strategy: How to Use Video to Promote Your Brand

Video Marketing Strategy: How to Use Video to Promote Your Brand

Video isn’t a new fancy marketing tool. It’s been around for over a decade. And truth be told, if you’re not using it yet, you’re missing out on the chance to attract, educate, and convert more buyers into customers. Much of the misconception around the medium is that it’s hard to work with, costly, and ROI is a little murky. None of these assumptions are true. 

Video marketing is more accessible today than ever. Brands can quickly produce quality content and share it with the world and tracking and measuring ROI of your content is possible. In this blog post, we’ll explore how you can create a powerful video marketing strategy for your brand. We’ll dig into what your strategy should look like, how to create a video marketing funnel, what types of videos your funnel should have, how to create powerful videos, and share tips to share your videos. 

Video Marketing Strategy: How to Use Video to Promote Your Brand:

Why you need a video marketing strategy, step one: audit your video content, step two: create a video marketing funnel, step three: create engaging videos, maximize video marketing strategy.

Video is like every other form of content. For it to work for your brand, you have to think strategically about how to leverage it. Without a strategy, you won’t know what your objectives are, why they matter, what content to produce for your audience, or which metrics matter as you try to prove ROI.

How do you go about creating a video marketing strategy? 

Performing a video content audit is all about understanding what you've created and how effective it's been. To start, list your videos and collect metrics for each. For example, if you upload videos uploaded to YouTube, go to your creator dashboard and collect stats on video views and engagement. Also, if you have Google Analytics data that attributes were site visits to video views, include that, too.

Next, determine how successful your videos have been. Have they generated as many views as you expected? Which of your videos were most popular? How many hits did your videos bring to your website?

While this is not an exhaustive list of questions, it's a good starting point. Your goal is to determine what results your videos have brought your brand. If the results thus far have not been effective, take the time to examine the content you produced. Further in this blog post will show you how to create effective and engaging videos. You can use a three-step formula as a guide and compare how your videos are structured to see where you can improve them.

Creating a video marketing funnel gives you the chance to plan content. A video marketing funnel includes a collection of videos specially produced to help buyers ultimately become customers. Video marketing funnels are like content marketing funnels. At each stage, they perform specific feats to help move buyers closer to the sale. In fact, video marketing funnels fit into content marketing funnels. 

Videos and Funnel Stages

While funnels are not a new concept, they can still be perceived as complex. The good news is video marketing funnels are easy to understand and design. What follows is a clear breakdown of how each stage of a video marketing funnel works to power your video marketing strategy.

Attract at the Top-of-the-funnel 

Videos of the top of your funnel are designed to attract as many buyers as possible. As with the content marketing funnel, these are people who may have an understanding of a specific problem they face or need help to define a problem as they become more and more exposed to solutions like yours.

To help, videos that you create for the top of your funnel are all about helping strangers better understand the challenges they have. Here, your videos are educational and focus more on providing clarity or demystifying concepts your audience has been exposed to.

Key Metrics: Video View Count and Engagement

Create videos that generate more views and engagement. The higher your numbers, the better your videos are at reaching more of your target audience.

Most people have heard about QuickBooks. To grab the attention of small business owners, they turned to Danny DeVito. By creating a series of short ads where DeVito touches in some of the most common errors business owners make (trying to run the business and complete the books) the accounting software brand was able to quickly show buyers that there is a smarter way.

Educate at Middle-of-the-funnel 

Videos created for the middle of your funnel are designed to educate your now problem-aware audience. At this stage, your viewers have been exposed to new concepts, challenges, and are ready to learn about solutions like yours. Here, your goal is to share how your solution works and why it's the best fit for the brand. This stage is also about proving why other solutions are not as effective as yours. 

Key Metric: Watch-Time 

Watch time shows how much time people spend watching your videos. The longer your watch-time, the better. Longer video views prove that people are learning about what your brand has to offer.

Squatty Potty knew that selling their product would require education. So they created this fun but informative video. It explains why you’re pooping incorrectly and how their product can change that and make you healthier.

Convert at Bottom-of-funnel 

Videos at the bottom of your funnel are designed to convert educated buyers. Through the use of in-depth looks at your product in the form of demos, and powerful social proof content like video case studies and testimonials, you're able to persuade buyers to take the next step.

Key metric: Conversions

Conversion can be in the form of sign-ups, leads generated, or sales.

Video demos are powerful. They offer buyers a chance to see your product in action. They also help buyers understand how your product works and whether it will be the right fit for their organization or personal use. Pat Flynn shares why and how he adopted ConvertKit as his email marketing tool of choice. 

In this video, Flynn walks viewers through how to apply ConvertKit code to the websites to capture email addresses, how he uses software, and why he loves it so much. If you're a marketer looking for a marketing solution, this demo answers all of your questions.

• 60 Powerful Video Marketing Statistics (+Why You Should Use Video)
• 39 Best Free Video Editing Software Platforms (2024 Guide)
• 9 Best Types of Social Media Videos for 2024

With a good understanding of how to design your video marketing funnel, it's time to look at creating engaging videos . The most effective videos immediately grab the attention, holding onto it as they progress. And that's important. If you want your videos to generate results you need to boost your bottom line, they have key people tuned in. Here's a simple three-step formula for creating engaging and effective videos.

Create a Powerful Hook

A hook is the first sentence or idea you share with an audience. It matters because it has to capture their attention immediately. Your goal is to get viewers past the first few seconds of your video by identifying a very specific point of interest. Hooks can be in the form of a powerful statement or an offer of valuable information that your audience wants to get their hands on. 

Hooks can also address serious challenges or pain points that your audience experiences. When creating yours, make sure that it's highly specific and aligned with your audience. This will guarantee that they pay attention and want to learn more.

In Neil Patel’s video on Ubersuggest, he empathizes with his audience. He points out that people ask him how to use the tool to get more backlinks and find out how to create better content. He then shares that he will provide the definitive guide to using Ubersuggest, one that solves all stated issues.

Deliver Value

There’s a good reason why people click on video thumbnails and start watching videos. It's got to do with gaining something. That something could be valuable information, new insights, or even a laugh. Whatever your video title and intro promised, you have to deliver.

This idea may seem a bit more challenging for brands selling products and services. How do you begin to quantify what buyers consider “valuable” information? A simple rule of thumb is to put what you have to offer in context. Think about how this information can positively influence your buyer. Does watching a video give them a new perspective? Will they learn something that they never knew before because the information your sharing has never been shared?

In Patel’s video, he takes the time to go deep. He covers how to use Ubersuggest and shares special features that give users insight into how competitors are ranking for search terms. 

Source: youtube.com

Close With a Clear and Strong Call to Action

Every marketer knows that using calls to action are vital. They direct buyers to what to do next. And to make your videos as strong as can be, you have to include calls to action. But make sure yours are personalized and clearly state the value viewers stand to gain by taking action.

At the end of Uscreen’s video on how to price online courses, viewers are offered the chance to learn more ways to make money from their content. All they need do is subscribe to the channel. This tactic is a subtle but highly effective way of building a large following on YouTube.

Now that you have a good understanding of how to create a video marketing strategy, let's look at a few tips to help elevate yours.

1. Know Your Buyers

Today, it's impossible to do any marketing without a persona. And while we were not going into depth about what to include in yours, it's important that you develop personas that are as thorough as possible. The more you know about your audience the better. Your videos will be able to touch on aspects that matter most to them, creating a stronger desire to watch more of your content.

2. Promote Value

While delivering value is a core component of creating effective videos, it's about more than just delivering information. Value is about creating a clear path for your buyers along their journey to purchasing your solution. By providing keen insights, addressing challenges and objections they have, and ultimately empowering them, you go beyond just offering stats and figures to becoming a trusted brand.

As you plan your video marketing strategy, think about how you can empower your audience to become more than just buyers. Think about how you can elevate their status and you'll find it easier to sell to them.

3. Promote Your Videos

Creating your videos and hoping people will find and watch them isn’t a strategy. To get them out there, you need to leverage organic and paid promotion tactics. To make the most of your organic reach, ensure that you optimize all videos for search engines. Optimize your titles, descriptions, and tags with keywords. Also share your videos in as many places as possible, including social media.

On the paid front, dedicate some budget to promoting your videos. It's important to look at using paid media as more of an investment. Most brands struggle to commit to paid media because they don't understand it or feel it's a waste of money. Don't be like most brands. Using paid ads will help you reach more of your target audience faster, filling the top of your video marketing funnel and driving more buyers through to the bottom to convert.

Video is one of the most effective ways to get in front of your buyers today. It's also easy to get started and all brands should be using it. But before you pick up the camera and hit record, take the time to develop an effective video marketing strategy. Design your video marketing funnel, and fill it with engaging videos. Take the time to learn as much as you can about your buyers, too. After all, every video you create will be for them and your goal is to attract, educate, and convert as many buyers as possible into paying customers.

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Video marketing.

• 24 Nov 2022

If you haven’t started video marketing yet, now is the time. With the effectiveness of traditional marketing dwindling and the popularity of video skyrocketing, video marketing has become a must-have for every business.

In this in-depth guide, we explain the best video marketing strategies and all the key concepts you need to start using video for marketing today — regardless of your skills and background.

If you’re new to video marketing, start at the beginning of this guide and work your way through to the end. If you’re here to hone your skills, pick and choose the sections that are right for you.

What is video marketing and why do it?

Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s a part of  digital marketing , albeit a massive one, and overlaps with  content marketing .

Video marketing is now so widespread that it’s a must-have skill for all marketers. But it hasn’t been that way for long.

A short history of video marketing

Video marketing entered the mainstream around 2010 and it wasn’t until about four years later that it became truly accessible for those on smaller budgets. Today, video marketing is accessible to all businesses thanks to two major developments: The rise of online tools like  Biteable , the world’s simplest video maker, and the evolution of social media.

In the past, cost was one of the main things that prevented access to video marketing. Today, it’s possible to make a studio-quality video online in under 15 minutes, without creative skills or a large budget. Feel free to try it for yourself with a  Biteable template .

The other major factor which has fueled the rise of video marketing is demand on social media. Social media platforms have discovered that video drives far more engagement than text and image-based posts. We found the same thing in a recent experiment.

• We tested a video ad against a text ad on Facebook and found that the video got  480% more clicks, was 497% cheaper per click, and cost 280% less per lead .

Is video always a good fit for marketing?

While we can’t promise video is a good fit for every scenario, we  can  say using video strategically will 100% up your marketing game.

The internet is littered with  video marketing stats  that all point to the same thing: video is the future of marketing.

• Hubspot found that 78% of people watch online videos every week, while 54% watch videos every day.
• Google’s research shows that 6 out of 10 people would rather watch online videos than television.
• YouTube states that its users view more than 1 billion hours of video each day on the platform.

To meet this growing demand, Facebook, Instagram, Twitter, and LinkedIn have all become ‘video first’ and created new video-friendly placements like ‘live’ broadcasting, and ‘stories’. At the same time, the popularity of video-based platforms like YouTube, Snapchat, and Tik Tok have exploded and become staples of online video consumption.

Why every business needs to market with video

In combination, these developments mean that video is now easier to make than ever and is more popular to watch than ever. But do people want to watch video marketing? Turns out they do.

• HubSpot found that 72% of customers would rather learn about a product or service by way of video.
• They also discovered that nearly 50% of internet users look for  videos related to a product  or service before visiting a store.
• Unbounce found that a video on your landing page can boost your conversion rate by up to 80%.

These stats show that video marketing is relevant and valued by contemporary consumers. In other words, video marketing is now expected by customers!

This makes sense if you think about your own shopping patterns. When did you last make a purchase without watching a video first?

What you might not know is that video also helps you rank better on Google. Video not only helps your site rank better, but it also gives you more exposure in results due to the size and contrasting nature of video previews.

• Insivia states that a website is 53 times more likely to reach the front page of Google if it includes video.

What about the future, you may ask. Well, video (and video marketing by default) is only going to get bigger.

• One Facebook exec claims that Facebook will be entirely video (and no text) by 2021.
• Cisco states that by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.

Getting started with video marketing

If you’re not already on the video marketing train, don’t worry, it’s never too late to step aboard. In a sense, you don’t really have a choice. Current trends show that video marketing is fast becoming the dominant player in online marketing and essential for any business that wants to make their mark.

If the idea of becoming a video marketer seems daunting, don’t worry. This page contains everything you need to understand how video marketing works and we’ll guide you through each step of the process, from choosing goals to creating your video, distributing it, and tracking success.

Video marketing goals and targets

The first step of your first video campaign, like any marketing campaign, is to decide on your goals and targets. Why are you making your campaign and how will you measure success?

Without getting too heavy on theory, the best way to define the purpose of your video marketing is to define its place in the marketing funnel.

Awareness: Top of the funnel

Do you want to introduce your brand to more people and begin a long term marketing relationship with your customers? This goal is often known as ‘awareness’. This is particularly good if you have a high value per sale or contract. Awareness videos can also be useful for growing your audience.

If you’re making an awareness video, then you’ll want to set targets that are related to the discovery of your brand, not sales. Things like total views, 3-second views, and view duration are great markers of success.

Consideration: Middle of the funnel

Do you want to deepen your relationship with potential customers and create interest? This style of video is known as ‘consideration’ content. This is worth doing if you’re in a heated marketplace and want to develop a relationship that isn’t based on discount prices.

Consideration content is normally based around your area of expertise and will help prove you’re an expert in your field. Consideration content can be particularly useful for growing your subscriber count on YouTube and your followers on other channels.

When making consideration videos, the most important metric is click-through rate, followed by view length. Click-through rate shows you how many people were engaged enough to make the jump from your video to your website or other content. As a secondary metric, view length helps validate the level of engagement of your viewers.

Conversion: Bottom of the funnel

Do you want to sell a product or a service right now? Then your goal is ‘conversion’. This is the pointy end of the marketing funnel and is when relationship-building can pay off. If you’re meeting your customer for the first time, then sharp prices or unique selling points can be helpful here.

For your conversion videos, the most important metric is sales, obviously. The other important metric to keep an eye on is click-through rate. If people are clicking and not buying, then you may have a disconnect between your marketing and your actual product.

Regardless of your goal, it’s important to always layout your targets first, then track your success as you go. A data-led approach like this will help you iterate quickly and double down on what works, and steer away from what doesn’t work.

Now that you know what you want to achieve with your video(s), it’s time to think about who your target audience is, and in turn, on which platforms you’ll find them.

Defining your audience

Knowing who you’re marketing to is the key to a successful campaign. Defining your target audience helps you understand who you’re talking to and what they’re interested in.

A useful way to approach this is to create a single or multiple personas of your ideal customer. What’s an ‘ideal’ customer? That varies per business, but in a general sense, it refers to the customer which is the best fit for your product. The kind of person that will get the most benefit out of your product or service.

Sometimes it’s not always easy to see which customers are the best fit for a business. One approach is to trawl through any data you have on customers and identify patterns. Age, gender, and location are probably the easiest to find. If you’re marketing is a little more sophisticated and you’re tracking user information online, then you may also be able to dig into interests, industry, and role.

If you don’t have any data, you can also rely on empathy and your imagination to figure out who you should be marketing to. Start by considering the problem you solve. Then think about who exactly would be having that problem. Finally, refine your target group by considering which subset (of that group) has the means and desire to solve the problem you identified.

The clearer your understanding is of your audience, the easier it will be to market to them. A useful step for achieving greater clarity is to document your personas as if they’re real people.

How to create personas for your audience

To create a persona, list out all the characteristics you think one person in your target audience probably has, along with a name and a photo. As mentioned above, use your data, empathy, and imagination to work out:

• Social media channels and groups
• Preferred video content

Of particular use to your video marketing will be ‘social media channels and groups’ and ‘preferred video content’. This will help guide the style of videos you create and where you run them. For example, your persona may spend a lot of time in Facebook groups and on YouTube learning a particular skill. This will help guide the placement and video content you make further in the process.

Often one persona won’t be enough. Making multiple personas will help you target segments of your audience and will guide you in different instances. For example, it might be Suzy and other young moms that you are targeting on  Instagram Stories , whereas you might want to reach Mike and his muscle-bro buddies with your  YouTube video ads .

Personas are something you’ll want to revisit frequently as your video marketing progresses. The further you go with video marketing online, particularly on social platforms, the more data you’ll accumulate about your audience.

More refined user data will also help you with ad targeting on Facebook, Instagram, YouTube, and Google. On these platforms, knowing who you’re talking to and what they’re interested in are the easiest way to keep your costs low and maximize your reach.

Planning your approach

To give yourself the best chance of success with video marketing, we recommend an organized approach and using the right tools. Things like an easy-to-use video maker, a social media calendar, and the right scheduler will help keep your workload manageable.

Alongside these practical elements, there’s also a good chance you’ll need to make a strong business case to convince your manager (or yourself). We’ll show you how later in this section. First up, the practical stuff for planning your approach.

Building a social media calendar

A robust social media calendar is the cornerstone of most video marketing plans. A good one allows you to create your content in a timely fashion, without last-minute stress.

As you may have guessed, a social media calendar contains an overview of the content you plan to run in the coming month or longer. Within your calendar, you’ll want to define your goals for each video, the target audience, and the type of videos you plan to make.

For most video marketers, their social media calendar contains two types of content: organic and paid.

Organic content refers to the videos you share (unpaid) with the intention of interacting with your existing audience. These videos often relate to the interests of your existing audience and are likely to be consideration or conversion-based.

• Paid content are the video ads you pay to run on social media. Most commonly this will be on Facebook, Instagram, and YouTube. You can use paid ads for all levels of your funnel, from awareness to consideration to conversion. For smaller budgets, paid ads are most commonly conversion-based to boost sales.

When creating your social media marketing calendar, we recommend that you plan to make both paid and organic  video content . The former will help increase your reach, while the latter will help maintain contact with your existing audience.

Be sure to time your paid video ads (for sales and promotions) with larger events like Black Friday, Cyber Monday, Mother’s Day, etc. These are the best days to invest in reaching as many people as possible because the desire to shop is high.

Your organic content should be posted more frequently than your ads and, if possible, with a regular tempo. Facebook and Instagram’s algorithms reward regular posting with more reach. Our experience suggests this is also the case with other channels.

Choosing the right video marketing tools

Having the right tools at your side will save you oodles of time when video marketing. Thankfully there are a lot out there these days, but choosing carefully is important. You don’t want to be burdened with subscriptions you don’t need or use.

As a minimum, there are three tools every video marketer needs in their kit:

• A video maker
• A scheduler
• A dashboard

In this section, we’ll break down our favorites and explain why we think they’re essential.

Choosing a video maker

The ideal video maker for most people is one that is fast, intuitive, and pre-filled with content. Other important must-haves are native shapes for different channels (like square, vertical, and wide), high-quality animation, and heaps of pre-made templates.

When choosing your video maker, always make a video before purchasing a plan. This will help you get a feel for the versatility and simplicity of the software you’re using. Unless you plan on making video creation your full-time job, we recommend avoiding any video makers with a learning curve. If you can’t use it instantly, then it’s too complicated.

There are several to choose from these days, so we recommend shopping around. We’re biased, but our pick of the bunch is  Biteable , the tool we created for video marketers.

Most businesses prefer Biteable because of its superior ease of use and the quality of in-built content. We have a team of animators and videographers that ensure you’ll always have stunning animation and video content at your fingertips, tailored to the job you have at hand. If you want to start from scratch, there are more than 1.8 million images, clips, and animations to choose from.

Choosing a social media scheduler

Scheduling tools are a god-send for busy marketers. No more manual posting and no more missed opportunities (because you slept in).

When choosing a scheduler, the most important consideration is where you’ll be scheduling. Are you targeting a single channel or do you need a tool that can handle them all? Generally, the more hyper-focused a tool is, the better it is at a single channel.

For example, if you’re just focused on Instagram, then you’d do well to choose a tool like  Sked . We like Sked because of its powerful posting options (no alarm, they just post it for you) and solid reports. Like Instagram, the Sked interface is also strongly visual, helping you to visualize your posts before you launch them.

If you need a tool that does it all, then our pick of the bunch is  Buffer . Buffer came early to the scheduling game and has, in our opinion, the most robust set of tools for multi-channel posting. The interface is easy and intuitive, and their dashboards make it simple to plan out your upcoming content and track results.

Other notable options are  Meet Edgar , which helps you to recycle content perpetually, and  Sprout Social , which has in-built tech to figure out the optimal posting times for your content.

Choosing a social media dashboard

Data is as essential for video marketing as it is for more traditional online marketing. A  dashboard tool , or tracker, is a powerful way to compile your social media metrics, gauge your ROI, and refine your video marketing efforts. Without these, you’ll be running blind.

When you’re choosing a dashboard, one of the main things to look for is the ease with which it integrates with your channels. Generally, the simplest option is to use the dashboard provided by your scheduler tool. This ensures that you can easily compare content and results in one place. It also saves you from adding another tool to your kit.

Our pick of the bunch is  Dasheroo . What we love about Dasheroo is the sheer volume of integrations. You can plug Dasheroo into your social media channels AND your Google Adwords AND Hubspot AND just about any other marketing platform, and then see all your results in one place. If you’re new to the game, try Dasheroo’s free plan. It offers enough integrations (eight) to get you started on zero investment.

For those on a really tight budget, it is possible to get by without a dashboard. If you’re just getting started, this is a completely acceptable approach. Within each social platform, it’s easy to build reports and export your key metrics. However, be sure to make time for compiling and analyzing the results.

Making a watertight case for your video marketing

Now that you understand the foundations and necessary tools for video marketing, you’re understandably ready to get started. But, first, you’ll probably need to get approval from your boss. Even if you don’t need approval, considering whether your activities will return a profit (before you start) is a worthy task.

Follow this checklist of seven steps to convince even the most pedantic of bosses.

1.   Align video to your broader goals

Your video marketing efforts don’t exist in a vacuum — and your goals for it shouldn’t either.

Align your goals closely with your company’s broader, already defined, and agreed-upon business goals and KPIs. If the business as a whole has a goal of boosting sales by 10% in the next 6 months, you might be looking at KPIs like site traffic, number of daily, weekly, and monthly sales, and conversion rates.

To make your case, you’ll want to outline your plan for how video is going to help you reach those KPIs.

2.   Provide goals and targets

Building on our previous example, if your goal is to drive more sales, you might propose product videos, explainer videos, or customer testimonials, and case studies.

You’d then create some SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) for those that support your business’ overall KPIs. Detail which  metrics  you’ll track to measure success — in this example, that might include things like traffic driven, clickthrough rate, and, of course, conversions.

That’s not to say all your analysis has to focus on quantitative metrics only. Video is great for qualitative metrics as well, like generating awareness for your brand or buzz around a new product, but you’ll still want to get specific about what that means and what analytics you’ll track to confirm you’re hitting your targets.

To help make your case, provide specific monetary figures and be sure to emphasize the expected ROI for your efforts.

3.   Outline scope and budget

“How much is this going to cost?” is no doubt top of mind for any executive, which is why it’s a good idea to focus on ROI and be prepared with expected budget requirements.

While we’d all like to create a smash hit  viral video , the reality is that video requires commitment and long-term investment. You wouldn’t write one blog post and expect it to utterly transform your business, and you shouldn’t expect that from a video.

However, that doesn’t mean you have to spend a fortune for an effective video marketing strategy. Your budget will largely depend on how you’ll produce your videos — outsourced, in-house, or DIY.

Video costs can vary widely, from inexpensive if you use a video maker like  Biteable , to tens or hundreds of thousands of dollars if you’re outsourcing production to a professional. If you’re not sure what budget is available, it’s a good idea to outline a few different tiers of investment.

4.   Mention the intangibles

Shifting gears from cold, hard cash, let’s not forget the intangible benefits of video.

According to  one study , video enjoyment was found to increase brand association by 139% and purchase intent by 97%. Another study found that  71% of viewers  say watching video content left them with a positive impression of the brand, service, or company.

In addition to helping people remember your brand and feel positive about it, videos can help foster a more personal connection with viewers.

5.   Provide examples of other’s success

Which is more convincing?

Companies that used video saw a 20% increase in conversion rates.

MediCompare , a health insurance broker, made a video that increased their conversion rate by 20% and drove a 17% increase in policies being taken out. Here’s why they did it, how they did it, and what it has meant for their business since then.

Probably the latter, right? While broad statistics have their place,  case studies  like this that detail how specific companies found success are much more powerful when it comes to making a business case for video marketing.

If you can, try to find success stories from companies that are a comparable size, or share a similar audience or industry as your business.

Here are a few case studies we’ve done to prove that videos work.

6.   Propose a trial run

A great way to get buy-in on a new strategy is to test the waters with a trial run. Demonstrating success, even on a smaller scale, can be enough to convince higher-ups to make a bigger investment in video marketing.

7.   Outline your strategy

Finally, wrap it all up by outlining your plan of action. Include details like which team members will do what, estimated timeline, and how you’ll promote or distribute your videos. Include the requirements we discussed above, like expected budget, the types of videos you’ll make, and how you’ll measure success.

By making a strong case that highlights the benefits of video for your business, while addressing questions and concerns your senior executives might have, you’ll be in good shape to get the go-ahead you need to incorporate video into your marketing strategy.

Types of marketing videos

When selecting the types of videos you’ll make, the most important thing is that they’re fit for purpose. They need to fit the section of the marketing funnel you’re targeting and be relevant to your goals. Haven’t worked out your goals, yet? No problem. Familiarizing yourself with video types is a great way to help get your head around how the video marketing funnel works.

The following breakdown of video types will help familiarize you with your video options and inform your evolving strategy. We’ve listed out all the major players. Chances are you’ll use many, but not all, of these video types.

Explainer videos  are one of the biggest categories of online video content. They’re a versatile format that can be used to explain anything from how your service or product works, to an explanation of a concept, or how to do something.

The goal of most explainers about a business or service is ‘conversion’. These are most often embedded in a landing or homepage (to reduce bounce rate), or emailed to prospects. They can also be run on social media with the same goal.

Explainers that relate to a concept or how to do something are most often made with the goal of ‘consideration’ and are used in the middle of the marketing funnel. These kind of explainers are best posted to social media, embedded in blogs, and shared in newsletters.

Video ads and promos

We all know what  video ads  (aka  promos ) are because we see them so commonly, right? Maybe, but not always. Video ads can take many forms, and they are most often used at the top and bottom of the marketing funnel, at the ‘awareness’ and ‘consideration’ stages.

The uniting features of video ads are that they’re highly targeted and they nearly always talk directly about a business, brand, product, or service.

At the ‘awareness’ stage, a video ad is most likely to share the brand’s visions, values, or origin story to spark interest.

At the ‘conversion’ stage, a high-performing video ad will be very clear about your value proposition and feature a strong call-to-action, like ‘Shop now’ or ‘Call to make an appointment’.

Popular sub-types of video ads are ‘sales and discounts’ and ‘social proof and testimonials’.

Sale and discounts

Videos that advertise a sale or limited time offer are an easy way to draw attention to your product or service. The goal of these videos is nearly always ‘conversion’.

Sale videos are best timed with major shopping dates like Christmas, Black Friday, Cyber Monday, Father’s Day, etc. A date with heightened interest to buy will always increase your odds of making conversions.

Sale videos are most successful when simple and straight to the point, teasing either a percentage discount, a single product, or a sample of three or more reduced-price products. A clear call-to-action is essential, like ‘Shop sale now’, along with a time limitation, like ‘Today only’ or ‘Don’t miss out’.

Where to run your sale videos? Wherever you can! Everyone loves a discount. Run them on your website, landing pages, paid and organic social media, and embedded in your newsletters.

Social proof and testimonials

Social proof and testimonials are a video type that leverages your existing customer base to prove that you’re worth trusting and buying from. They are often best used at the middle and bottom of your marketing funnel, with the goal of either ‘consideration’ or ‘conversion’.

Fill your social proof videos with things like your number of customers, awards, or other business successes that prove you’re credible.

For your testimonials, use either selfie view videos from customers or animate their written testimonials into a video. The most important thing is that the testimonials you use are believable and relatable for your target audience.

Social proof and testimonials are ideal for landing pages and social media. On social media, they are particularly at home on stories, where gritty first-person content is the norm.

Listicle and editorial videos

This style of video falls squarely into the content marketing end of video marketing and is focused on engaging the viewer with information that they find topical. Editorial videos generally break down a concept and often tease a larger piece of content like a blog post or full-length video. A listicle is similar to an editorial, but, as the name suggests, presents editorial content in a list form.

The goal of listicles and editorials is generally in the middle of the marketing funnel at the ‘consideration’ stage. These videos help build rapport and better define your brand. You’ll want to run them in the newsfeed on Facebook, Instagram, Twitter, and possibly LinkedIn. Stories is also a great place to use editorial content to tease longer YouTube and IGTV videos.

Infographics

Who doesn’t love a good  infographic ? They combine the pleasure of learning with the comfort of entertainment. They’re also extremely share-worthy.

Infographics can be considered a subcategory of ‘editorial’ content and, in the case of social media, the goal is often ‘consideration’, in the middle of the marketing funnel. They’re a great way to prove that you know your stuff and that you’re an expert in your field.

Polls and questions

Polls and questions perform surprisingly well for audience engagement. They are a staple of mid-funnel ‘consideration’ content aimed at engaging an existing audience.

While this style of video is common in newsfeeds on Facebook and Instagram, it’s in ‘stories’ that they really shine. Poll and question stickers are a fun and popular way for viewers to react.

YouTube intro videos

An eye-catching intro video is a must-have if you want your YouTube channel to be taken seriously. When done well, a  YouTube intro video  explains what your channel is about and titles the video it prefaces.

You can consider intro videos an ‘awareness’ tool, that helps to define your business or your YouTube brand. Make a good one and it will pay dividends every time you post new content to YouTube.

YouTube channel trailers

Channel trailers are like ‘conversion’ content for getting subscribers. Generally taking the form of a mini-explainer or promo, a good  YouTube channel trailer  will create interest and sell the content of your channel.

Go for edited footage of your channel if you have the resources. If not, animated text over engaging motion graphics or stock footage will get you a long way. The most important things to bear in mind are that your point of differentiation is clear and that your visuals are enticing.

Sales videos

Whether you’re reaching out to a cold lead or trying to close a sales deal, video can be a really useful tool for creating a more personal connection and illuminating your offer. The goal of sales videos can be anywhere in the marketing funnel, from ‘awareness’ to ‘conversion’.

Sales videos  often take the form of explainer videos, but can also be a mashup of a variety of video types. Because of the semi-captive audience, these videos can be longer than most video marketing, leaving space for explainer content, infographics, and social proof and testimonials.

‘Awareness’ sales videos are often best made with first-person content that shows you, or a team member, to help build rapport. ‘Conversion’ based content is most convincing when filled with polished infographics, animated text, and images or footage of what you’re offering (stock is fine, too), to close the deal.

Background videos for your homepage

Background videos are most often added to websites as an ‘awareness’ play. Background videos help to define your brand and your values in a non-intrusive way.

We recommend adding them further down your homepage or on non-conversion orientated pages like ‘About us’. If you want to use video as a conversion tool on your website, then you’re best going with an ‘explainer’ on your homepage or relevant landing page.

The key to a successful background video is limited motion and looping visuals. Your background video should add to your message without distracting your visitor. Aim for harmony with the rest of your page.

Launch videos

A successful launch video can take many forms from a ‘live’ video to an ‘explainer’ to a ‘video ad or promo’. They all share the same goal of creating ‘awareness’ for your product or service.

When making a launch video, keep in mind that you want to hype the thing you’re selling, so saying less is often more. At the same time, if what you’re selling is truly revolutionary, then diving deep into benefits can also be a winning strategy.

Whichever route you take, be sure to consider carefully who your audience is and what they’re looking for in a new product or service. Showing them that you’re about to solve their problem is a great way to build excitement and anticipation.

Those are the main content types. Once you’ve picked a content type, your next step is to choose the topic you’ll be putting into it.

What topics to cover in your marketing videos

“How long is a ball of string?” is a fair analogy for the number of video topics you have to choose from in video marketing. The deeper you drill, the more you’ll always come up with. However, some ideas are going to be a far better fit for your video marketing initiatives than others.

Do you remember, up above on this page, when we talked about defining your audience? That comes into play now. Your audience is the perfect compass when it comes to choosing video ideas. Your content has the greatest chance of success when it aligns with your audience’s interests.

To help kickstart your ideas and get your creative juices flowing, we’ve got three tried-and-trusted methods for you.

Ask your personas what videos they like watching

One way to approach developing content ideas is to have a conversation with your target persona (in your head). Figure out what they’re into, what they want to learn about, or be informed of, and make a mega list of your ideas. Then, come back the next day with fresh eyes and zoom in on the items that look promising AND are within your production budget.

Find popular video topics used by competitors

Another option is to look at what your competitors are doing. Spend some time cruising their websites and social channels to see what their public-facing content contains. To see how they talk directly to their customers, join their mailing list. To see their ads, head over to Facebook and use the  transparency tool  to reveal what the competition is paying to run.

Look for trends in the video content your peers are using. Chances are you’ll see the same topics come up again and again. It’s at this point that you can choose to use the same topics or make something completely different. You can always try both and see what works best.

Get videos ideas with SEO keyword research

Keyword research is a smart way to approach topic choice in two ways — it simultaneously tells you what topics people are interested in AND the level of interest.

To help you achieve this, there is a large selection of  search engine optimization  (SEO) tools to choose from. For spying on your competitors, we recommend traditional search engine optimization tools, like  Ahrefs  or  SEMRush . These tools allow you to see which specific keywords (aka topics) are driving most of your competitors’ traffic.

Most search engine optimization research tools are also great for generating alternative high-volume variations of the keywords your competitors are using on YouTube or Google. This helps you determine both the most popular topics to cover and the most optimal titles for discovery by search.

Producing your marketing videos

If you’ve made it this far down the page, congratulations, you’ve arrived at the best bit: creating your videos. Even if you’re not creative, making videos is still a lot of fun.

If you want to keep things simple, then we recommend starting with a  Biteable template  to make your video. There are hundreds to choose from in every video type you could need, from  explainers  to  video ads , and from  infographics  to  Facebook cover videos .

If you’re the tenacious type, or you’re feeling creative, then making a video from scratch might suit you better. Read on to learn the major steps for producing a video yourself.

How to write a storyboard

Every video starts with a story. The story is the body of the video and the vehicle for your message. You might not always notice it, but every video has one.

Start with a story

Most commonly, stories contain a narrative with a central character that overcomes an obstacle. In marketing, the customer is normally the main character, and the problem overcome is the one your product or service solves.

The second most common story format in marketing is a news story. These focus heavily on the ‘who’, ‘what’, ‘when’, ‘where’, and ‘why’ that you’d expect to find in journalistic reporting.

How to choose between the two? It depends on what kind of video you’re making. The narrative format is best for things like ‘video ads and promos’ and ‘testimonials’, where you’re trying to convince the audience of something.

The news format is more common in social media content like ‘listicles and editorials’ and ‘infographics’, but can also be found in longer ads.

If you’re making an ‘explainer’, the story format you choose will depend on your audience and the moment you’re talking to them. An ‘explainer’ on social media is likely to be very much a news story. Whereas an ‘explainer’ used on your website or in an email is likely to contain a sales element and will have more of a narrative feel.

Once you’ve picked a story style, plot out the main items your story will contain.

For a ‘narrative’ story, bullet out your customer’s pain point, and the benefits they feel when that problem is solved. If you have an idea for dramatizing that story with action or humor, bullet out those points as well.

For a news story, list out the ‘who’, ‘what’, ‘when’, ‘where’, and ‘why’. Got a nice angle for introducing the story? Make some notes about that, too.

You’re done with this stage once you have the core concept of your story laid out.

Draw it out into a storyboard

After sketching out your story, the next step is to work out your shots. If you’re making a high-budget commercial for a global campaign, then it’s common practice to employ someone to draw out your storyboard, scene by scene. If your budget doesn’t extend that far, a simple list of scenes is enough.

When you list out your scenes, add notes like:

• The action that will take place
• The rough duration of each scene
• The sort of text that will accompany the visuals

A simpler approach to storyboarding is to do it directly in Biteable. Start by  creating a new video project , then add animation, footage, or image scenes into the timeline. Jot some rough text into each scene as you go. Then reshuffle or remove scenes as you see fit. You’ll end up with a storyboard that is ready for the next stage — your video script.

Video script writing explained

Script writing can be intimidating, like all writing, but it doesn’t need to be. We’ve got a few key tips for you to make the writing process easier.

First up, we recommend creating your storyboard before writing your script. This helps to solidify your story and make it more concrete. That said, some people find writing their script first helps them visualize their storyboard. It’s up to you. For the benefit of this explanation, let’s assume you’ve already made a storyboard.

Your second step is to start writing. If you’re using Biteable, then put your script directly into your scenes. This allows you to preview your script as you go.

While you write, keep these pointers in mind:

• Speak directly to your audience and refer to them as ‘you’. This helps engage your audience more effectively.
• Write in a way that’s easy to understand and sounds like speech. It shouldn’t be a challenge to read your words on screen.
• Read your script out loud. By reading your script to yourself, you’ll unearth any stumbling blocks or tricky language.
• Keep it brief. Share your central message in as few words as possible. Less words nearly always means more impact.

The third step is getting feedback. This needs to happen when you’re about 80% of the way there with your script. Before polishing your language too much, send your script to someone you trust for review. Ask them these questions to see if your script is hitting the mark:

• What is the main message of this video?
• Is the message clear and easy to understand?
• Is the language simple to read and comprehend?

Based on their response, work in any feedback, and polish your script.

It’s important to remember that script-writing gets easier with time. The more you write, the more natural it will become. If it feels awkward to start with, collaborate as much as possible with others. This will help you overcome hurdles and progress faster.

Self-producing a video

Less than 10 years ago, self-producing a video would have been out of reach for most. Today, producing a video yourself is easy and quick (when you use the right tools).

The rise of the YouTube star and do-it-yourself video marketer is testament to how level the video playing field has become. Anyone can produce their own video these days.

When getting started with self-production, there are two different routes you can take. One option is to use a  video maker  like  Biteable . This will give you:

• A library of pre-made templates
• A huge selection of stock footage and images
• An easy-to-use editing experience

The other option is to use  video editing software , like  Premiere Pro  or  Final Cut . This route is best if you:

• Want fine-grain control over all aspects of your video
• Have all your own footage, imagery, and animation
• Enjoy learning how to use new software

We recommend starting out with the  Biteable video maker  to see if it meets your needs. If not, then move onto more expensive and more complicated video editing software.

Starting with Biteable is a wise choice because it will help you save on production time and money. The intentionally easy interface means you’ll be able to spin up videos quickly, instead of learning how to edit. And the in-built  stock library  will save you the costs associated with shooting your own footage or buying it from a third-party.

Editing a video

Whether you choose to use a video maker or video editing software, you’ll benefit from understanding the fundamentals of video editing — the elements that make a video great.

If you get the fundamentals right, you’re well on your way to an impactful video. These are the basics that we recommend every video marketer understands:

• Coloring. Choosing the right color palette will have a big impact on tone and mood.
• High-quality input. Images and footages of a high resolution will prevent graininess and allow you to export a higher quality video.
• HD sound. Like images and footage, the quality of your music track matters. As does the actual song you select.
• File type. There are a big variety of file types for video, but they’re not created equal. The file type you choose will affect how your video streams and where you can upload it.

To master these fundamentals and improve your video creation skills, visit our article on video editing basics.

Video production equipment

If you’re producing your own videos at home and you want to film yourself (or someone else), you’ll need to invest in a basic studio that consists of a camera, lighting, and microphone.

Thankfully, it’s possible to shoot reasonable quality footage at home without spending a fortune. In this section, we’ll run you through how to set up your studio and the equipment that we recommend investing in.

Your camera is the heart of your setup, but chances are good you already own one that can shoot high-quality footage. If you’ve got decent phone, like a recent generation iPhone or Samsung Galaxy S, then you’re ready to get started.

If you take the smartphone route, you’d do well to invest in a third-party app that gives you advanced control over exposure and white balance. This will give you more consistency between takes and will help to give your videos that professional shine.

Shooting on a smartphone does have its limits, though, and if you’re shooting regularly, a dedicated camera will make your life easier and give you more granular control. There are a heap to choose from. Take a look at our recommendations to help you find the one that’s right for you.

Webcam recorder

If you don’t have a smartphone or camera, then filming with a webcam is also an option, albeit a limited one. Few webcams are capable of giving you the quality found in high-level smartphones and lower-spec cameras. However, a webcam is a reasonable option if you’re just getting started and have a limited budget.

When using a webcam, something you’ll need to keep in mind is recording software. Unlike smartphones and cameras, webcams don’t have built-in storage. This is one of the reasons they’re so affordable. As such, it’s necessary to install software on your computer that records the stream coming from your webcam.

Chances are good that you already have screen recording software on your computer. Both Windows and Apple computers come with this built-in.

Another great option for capturing video on your webcam is to use Biteable’s built-in  Record  feature . You can even use the feature to easily request video footage from someone else. That footage automatically uploads to your Biteable account, ready to use in any of your marketing videos.

Lighting is often underestimated by first-time filmmakers. Just because we can see something clearly with the naked eye, doesn’t mean it will look equally crisp when filmed. This is where lighting comes in.

A solid lighting setup will help illuminate your face (or whatever else you’re filming) from multiple sides giving a natural look with depth.

We recommend going with a two or three-point lighting rig above relying on natural light. This will give you consistency between shots and will save you from being reliant on natural lighting, which is fickle at best.

If you’re setting up a studio for the first time, you have a heap of options at the low end of the pricing spectrum. These will give you great results, but are less hard-wearing than the more expensive rigs that are intended for daily use. We recommend starting cheap and then upgrading where necessary.

Discover all your lighting options and purchase recommendations in our extensive guide to video lighting kits.

The right microphone will record your voice with crystal clear clarity. The wrong one will muffle it with ambient noise. Alongside a camera and lighting, a solid microphone is essential for filming at home.

The right microphone will make sure your voice comes through crystal-clear and will cut back on ambient noise. Alongside lighting and a camera, a decent microphone is essential for filming at home.

As you will have noticed, all smartphones and most cameras have built-in microphones. However, you shouldn’t rely on these. The quality tends to be poor and, because of their built-in nature, you can’t position the microphone close enough to record your voice clearly.

Another reason to go with a standalone microphone is the control it will give you over sound direction. Most quality microphones are unidirectional, which means they only record sound coming from a particular direction, which is ideal when the only thing you want to record is your voice. In-built microphones are generally multidirectional and capture noise from all directions.

Good quality unidirectional microphones are available at all price points. To find the right one for your budget, read our rundown on the best vlogging microphones available now.

Compressing your video for online

If you’ve ever uploaded a video or sent one by email, you will have noticed that videos tend to be very large. Compressing video files makes them more manageable for online uses like streaming, uploading, and distribution.

The current industry standard for online video is 627 kb/s with a resolution of 720p. This is ideal for online sharing.

There are a variety of free and paid tools you can use to crunch your videos to this size. To see which are our favorites, take a peek at our write-up on the best video compressors.

Distributing your videos

When it comes to getting your videos seen, the key is to distribute them in all the right places. However, the right place for one video may not be the right place for another. Choosing where to upload is as important as what you upload.

Hosting your videos online

Let’s start with video on your website. Posting video on your home or landing page has been shown to increase conversions by  up to 80% . But, what’s the best way to host that video?

You can either host on your own server or you can use a third-party service. The advantage to hosting videos yourself is the control it gives you. The big downside is performance. When you host a video yourself, you’re highly likely to run into issues like slow load speeds and buggy playback, not to mention the hassle of encoding multiple versions to ensure your videos stream well any connection. In short, third-party video hosting sites are your simplest option.

When you start shopping for video hosting providers, you’ll quickly discover you have a lot of choices. Some, like YouTube and  Dailymotion , are free but are littered with ‘recommendations’ beyond your control. Other services, like  Wistia  and  Sproutvideo , give you full control over your videos but they will cost you upwards of $25 / month.

To help you make an informed decision, we’ve put together a list of our favorite seven video hosting services, along with their pros and cons.

Hosting on YouTube for greater discoverability

Alongside cost and control, SEO is also a huge consideration when choosing where to host your videos. If you want your videos to help your site (and brand) be discovered through Google search results, not to mention on YouTube, then there’s really only one choice: YouTube.

A staggering 80% of videos shown in Google search results are videos hosted on YouTube (probably because the two are owned by the same company). Which means you’d be amiss to use any other service if you want your videos to be found via Google.

The other big advantage of hosting on YouTube is the audience that it gives you access to. Up to  70% of what people view on YouTube  is served to them by the YouTube algorithm.

Learn how to use video SEO to get your videos found and viewed more on Google search.

Paid reach with video ads

There are many ways to use video marketing to get people to visit your website or make a purchase. One of the most straight forward is paying to run video ads.

First up, let’s define what a video ad is. In this context, a video ad is any video that you pay to run on the internet. This isn’t to be confused with the ‘video ad’ video type, which we defined way up above as a targeted video that talks directly about what you’re selling. As far as paid video advertising is concerned, a video ad can contain anything, as long as you’ve paid to run it.

There are lots and lots of places you can pay to run a video these days, from social media to ad networks and exchanges. With all of them, what you get in exchange for payment is that your video will (in most cases) be served to a large number of people who are relevant to your product, service, or brand. Effectively you’re buying reach.

In this section, we’ll run you through the most popular avenues for paid video advertising, starting with networks and exchanges.

Video ad networks and exchanges

Video ad networks and exchanges are a straightforward way to get more eyes on your videos. The big advantage to these services is that they bulk buy advertising space online, which means using them is cheaper than going out and negotiating advertising space by yourself.

The most important things when choosing a network or exchange are:

• Targeting. Advanced control over audience selection is a must.
• Test-ability. Ensure that you can A/B test your ads to improve performance.
• Analytics. Make sure reporting data offered is relevant and useful.

In this article, we share our favorite video ad networks and exchanges, along with tips for making your choice.

Facebook video ads

When it comes to paid video advertising, Facebook is the platform we recommend the most. Facebook (and its sibling Instagram) offer the most advanced ad targeting in the world. This is due largely to the ridiculous volume of information Facebook has harvested from its users.

Facebook ads are versatile enough to be used throughout your marketing funnel from ‘awareness’ ads which introduce your brand to customers, to ‘consideration’ content which build engagement with your brand, to ‘conversion’ content which turns prospects into customers.

Equally attractive to video marketers is the variety of placements Facebook offers. These range from newsfeed and stories on Facebook and Instagram to mid-roll on Facebook videos and anywhere on the companies massive ad network which spans the internet.

For everything you could possibly need to know on the topic, check out our ultimate guide to  running Facebook Ad campaigns .

YouTube video ads

Coming a close second for advanced targeting control is  YouTube video ads . Like Facebook, YouTube gives you access to a massive audience (2 billion users and counting), and snoops enough to know exactly what users are interested in.

YouTube is part of the Google family and is controlled through Google Ads. If you’re already using Google Ads for other paid marketing, then adding YouTube video ads into your mix is an easy addition.

Also like Facebook, YouTube offers a variety of placements. Choose from promoting your videos with TrueView in the newsfeed, sidebar, or in the middle of someone else’s video. Or play your video at the start of someone else’s using Preroll ads and Bumpers.

To get started with YouTube video ads, and to learn which placement is right for you, open our guide to YouTube video ads.

Free reach with organic videos

When done right, organic reach can rival that of paid video ads. Social media platforms offer a never before seen opportunity to reach millions, for free. It’s not easy to achieve, but with a targeted and consistent approach, it is possible to grow an enviable level of reach and video views.

In this section, we’ll run you through the best options for free reach and we’ll explain how to take advantage of them. First up, let’s look at ‘native video’ and why that’s so important for free organic reach.

Why native videos matter for free reach

A video that is uploaded to a social platform, with the intention that it be watched on that platform, is known as a ‘native video’. For example, a video uploaded to, and watched on, Facebook is native to Facebook. The same goes for Instagram, Twitter, and LinkedIn.

The opposite to a native video is a video that is uploaded on one platform and then shared on another. For example, a video uploaded to YouTube then shared on Facebook is not native to Facebook.

Why does this matter? Well, native videos tend to perform far better (and get more free reach) than non-native videos for any given platform.

This is because social platforms favor native content and users do to. Platforms prefer native content because it reduces the chance that users will leave their platform to watch a video elsewhere. Likewise, users prefer native content because it tends to look more engaging on the platform within which it’s posted.

Imagine this for yourself. A post on Facebook that contains a YouTube link, versus a native video that plays on scroll-over. As you will have experienced, the latter is far more engaging.

To learn more about why native video matters, and how to get it right for each channel, read our in-depth post on the subject.

YouTube organic reach

Of all the social media platforms, YouTube offers the most potential reach for free. This is because YouTube is still very much powered by organic content and doesn’t limit the reach of individual posts in the same way as Facebook.

To cash in on this potential, there are a few key things to keep in mind:

• YouTube SEO
• Advanced Youtube channel setup
• Thumbnails, end screens, and cards

Getting started with YouTube SEO

First up, let’s look at YouTube SEO. The YouTube algorithm is a relatively simple beast (compared to Google or Facebook) that prefers videos that match the keywords of user searches. To help YouTube understand that your video is the best piece of content on a particular subject, it’s necessary to include relevant keywords in your video’s title, opening sentences, throughout your video’s body, and in your description.

To do this, you first need to understand which terms people are searching for on YouTube. To learn how to find the best keywords for your brand, and how to optimize your content for YouTube search, give the following article a read.

After you’ve got your SEO strategy sorted, the next step is to sort out your YouTube channel setup. Like all social platforms, good housekeeping not only helps you keep on top of things, but will give your channel a competitive edge. Find out how to set up your channel, dial in your settings, and make your first video with these three helpful articles.

Now that your channel is set up and you know which videos will rank, it’s time to think about how to get viewers to open your videos and, most importantly, click-through to your website.

YouTube video thumbnails

The attractiveness of your video thumbnail is the single biggest factor in getting a video opened. Like your video, your thumbnail needs to engage the eye and resonate with your audience. This article explains how to do thumbnails right.

After someone opens and watches your video, the next thing you want them to do is take an action, like click-through to your website, or watch another piece of your content.  Cards , which pop-up during your video and  end-screens  are the YouTube features that make this easier to achieve.

YouTube cards

You can add up to five YouTube cards in a video, and they’re perfect for promoting products, blog articles, or other YouTube videos. You’ll need to become a verified YouTube partner to link to your website and products. If your end game is getting users from YouTube to your website, then the YouTube Partner Program is worth applying for.

YouTube end screens

End screens are also a great option for activating your YouTube viewers. Unlike cards, these can’t be used to point at your website, but they can be used to drive viewers towards videos that feature more information about your products or services. They’re also available to everyone, so you don’t need to apply to become a partner to start using them.

Learn how to make the most of end screens with our step-by-step guide.

Facebook (and Instagram) organic reach

Facebook, and its sibling Instagram, are notoriously difficult platforms for achieving organic reach. Less than 10% of your followers will see any of your organic posts. Don’t let this statistic discourage you, though. If you’re crafty, it’s possible to increase your free performance on Facebook.

1. Make long videos

In Facebook’s most recent (major) algorithm update, it increased the length of videos it likes to recommend. Now, if your video is longer than 1 minute, it is more likely to have more reach. This likelihood goes up even more if your video is longer than 3 minutes. Find out how that change affects reach with our news update on the algorithm change.

2. Make great videos.

If you make a video and it’s well-received within the first few minutes of being posted, it’s likely to be given more reach by the Facebook algorithm. The flip side of this tip is: Don’t share other people’s videos. Shared posts achieve up to 30% less reach than original content.

3. Engage in conversations.

Another way to get more free exposure on Facebook is to join in conversations. By commenting (in a meaningful way) on other people’s content or in a group, you become visible for a whole new audience. To succeed with this tactic, limit your comments to high-performing posts that fit within your niche. When you do comment, add value to the conversation and show off your area of expertise.

4. Use Facebook stories.

Unlike Facebook newsfeed posts which have limited reach, Facebook stories can be seen by all your followers. Capitalize on this by posting regularly with authentic first-person video content.

5. Use influencers.

While you may not yet have much free reach, there’s a good chance some of your customers do. Harness the power of the influencers in your circle and get them to spread your message further. Some influencers will take your cause on for free, because they love your brand, while others may be happy to swap reach for more of your product or service.

Live organic reach

Live videos are an effective way to deeply engage your audience. They offer audiences a unique way to interact in real-time, giving you a greater opportunity to build a relationship. Live content also lives on after you broadcast, meaning that you can repost it and share it with future audiences.

But, do you know what’s even better? Live videos tend to have better free reach than pre-made videos. We put this to the test and compared our Facebook Live videos to our other organic video posts. Our live videos achieved:

• A staggering 1,575% more engagement
• 281% more 3-second views
• 100% more views.

To find out more about this experiment and how you can put live videos to work for you, read our full  Facebook Live experiment writeup .

If you’re sold on going live, then your next question will be “what to put in your live videos?” We recommend focusing on sharing your expertise with a webinar-style format. This turns your live videos into a free product that has value to customers in your niche. As a rule of thumb, keep your webinar videos long (up to 30 minutes) and make them regularly.

With live videos, it’s important that they perform well in the first few minutes. Social algorithms tend to reward early engagement. To help your live videos achieve this, promote them ahead of time using your email newsletter and social channels.

For all the specifics on making successful live webinars, see our short how-to article on going live.

More free organic reach hacks

Want even more free organic reach tips? Don’t worry, we haven’t told you everything yet. Stock up your toolbox now with our insider’s guide to social media hacks (as recommended by experts).

Tracking performance

If you want to improve your video marketing quickly, it’s essential that you experiment with new content and track the performance of your videos. It’s when you know what’s working (and what isn’t) that you stand to make the biggest gains.

A/B video testing explained

When you show two different videos to similar audiences, this is known as A/B video testing. It’s a way to gauge which video (or title or thumbnail or description) is more effective at reaching your marketing goals.

Not all social channels are set up for A/B testing, but with the right tools, it’s possible to achieve on Facebook, YouTube, and on your website.

A/B testing on Facebook and Instagram

The easiest place to start A/B testing videos is Facebook (and Instagram). The Facebook platform is a marketer’s dream and A/B testing is deeply embedded in the Facebook Ads Manager. For instructions and tips, read our article about  A/B testing on Facebook .

A/B testing on your homepage

A/B testing on your homepage is also relatively simple with Google Analytics which allows you to swap out content like text and videos. Another option is Unbounce, which allows you to make multiple landing pages for testing against each other. Both offer powerful A/B testing options.

A/B testing on YouTube

YouTube is the trickiest platform for A/B testing. The option doesn’t yet exist for businesses to test the performance of their content with a comparative test. Luckily, third-party solutions do exist which make this possible. Our favorite is  TubeBuddy , which opens the door for optimizing your YouTube videos.

Keen to get started with A/B testing for yourself? Read our primer on A/B video testing first to learn everything you need to know.

Tracking performance on social

Where you host your videos is the biggest determinate in how you track results. Each platform has its own reporting tool with different metrics. To unify your reports, we recommend making custom reports that focus on the metrics that matter the most to you. Also, as we explained earlier in this article, a good dashboard tool will make tracking your video performance across channels much easier.

For specifics on how to use YouTube Analytics and which metrics are most important, read our handy guide.

Be the best video marketing pro with Biteable

The best video marketing begins and ends with eye-catching videos. And the easiest way to  make  those videos is with Biteable.

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2024 Video Marketing Guide - Why You Need to Start Video Marketing

Chapter 1 - Why You Need to Start Video Marketing - And the Video Marketing Statistics that Prove It

Video marketing has shown to be one of the most powerful strategies for promoting and growing your brand online. More consumers are interacting with videos today than ever before and, in 2017, it’s imperative that video is an active ingredient in your digital marketing.

You see, videos have a convincing way of fostering engagement, producing results like click-throughs, shares, lead generation, and sales.

But don’t take our word for it! We’ve compiled 9 stats proving why every brand needs video marketing services and tips on how you can implement it in your overall online marketing strategy.

#1 Companies using video enjoy 41% more web traffic from search than non-users (Source: SmallBizTrends )

Video is an excellent tool to boosting brand awareness and visibility in search. Owned by Google, YouTube is the second largest search engine on the web. Ramping up your channel while optimizing your videos positions you to get in front of your ideal customer and bring more exposure to what you do.

#2 Video posts on Facebook have 135% greater organic reach than photo posts (Source: Social Media Today )

With more brands leveraging Facebook for their social strategy, finding ways to separate yourself from the sea of content being shared is vital for reaching your audience. Uploading videos directly to your business page can give you that slight edge.

Not only will it capture attention but has greater potential in touching more of your audience than traditional text or image posts.

#3 Social media videos produce 1200% more shares than text and images combined (Source: SmallBizTrends )

Another statistic illustrating the positive impact videos have on social media. If you’re looking for ways to amplify and improve your social marketing, adding videos is your best approach.

#4 Video in an email leads to 200-300% increase in click-through rates (Source: Hubspot )

This is huge! With email marketing being a top way for generating revenue, incorporating video can boost sales for your business. Open and clickthrough rates are key metrics in proving the effectiveness of your email marketing . Any tool that can raise these numbers is worth including in your strategy.

By the way, adding the word “video” to the subject line has shown to increase open rates too!

#5 Including videos on landing pages can boost conversion rates by 80% (Source: Unbounce )

We can agree that growing your email list is the lifeblood of your business. Since videos have a compelling way of drawing users in and moving them to action, it’s the perfect tool to complement your landing page. You’ll build your sales funnel more efficiently by using the power of video.

#6 90% of users say that product videos are helpful in the decision process (Source: Hubspot )

Product demonstrations give potential buyers the chance to see your product in action. They’ll gain a better understanding of how it works, check out the features, and discover how it will help them in their needs. Consider creating a product video for each of your products for evergreen content.

#7 Top three most effective types of video content : Customer Testimonials (51%); Tutorial Videos (50%); Demonstration Videos (49%) (Source: Curata )

One of the best ways to building trust with your audience is by sharing customer testimonials. Reviews on sites like Yelp and Amazon can sway readers into believing in your product or service simply because of someone else’s positive experience. Video testimonials are increasingly effective . Host a contest or offer a special incentive that encourages clients to give a quick video review of your brand.

#8 After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot )

A whopping 6 out of 10 people are apt to purchase your product when promoted through video. This statistic alone proves the strength behind a solid video marketing strategy for increasing your bottom line.

#9 By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends )

YouTube reports mobile video consumption rises 100% every year . The time is now to begin positioning your brand to capitalize on this upward movement. Amplifying your video strategy today will yield amazing returns for you tomorrow.

Chapter 2: Planning Your Video

Planning out your video.

Feeling inspired to invest in video marketing? Let’s get started! As one of the most important elements of a digital marketing campaign, understanding the planning process behind a successful video is essential. We’ve compiled a guide of our best practices to ensure that your videos are expertly-crafted and well thought out for driving conversions and boosting your brand.

Who Is Your Target Audience?

Every business’s audience has a different set of beliefs, values, and life experiences that impact the way that they respond to videos. For example, a video created for a group of teenagers will have a different message than a video catered to business professionals. Because of this, it is helpful to pinpoint the audience you seek to reach before embarking on your video production journey.

Identifying your target audience begins with researching the demographics and psychographics of your ideal customer. In other words, what is the age, education level, socioeconomic status, and gender of your product users? What are the lifestyle behaviors, interests, and opinions that define them? With these questions answered, you are on the way to creating videos that win over the audiences that matter most.

What Are Your Video’s Main Goals?

With a target audience nailed down, the next is defining your video's intent. Spend some time brainstorming the message that you wish to deliver and the action that you hope your video will encourage audiences to take. Since video is just one piece of the marketing puzzle, it is important to plan and film videos that are aligned with the broader goals and objectives of your marketing campaign.

In general, a video can serve a multitude of purposes, including:

• Driving new audiences and traffic to your website
• Educating audiences on your industry and product expertise
• Demonstrating the uses of your product or service
• Establishing social proof through customer testimonials
• Displaying an aesthetic or lifestyle that showcases your brand’s identity
• So much more!

Where Will The Video Live?

With the goal of your video defined, what are the channels that you want your videos to be posted and distributed on? The answer to this question will play a large role in the structure, concepts, and overall design of your video. Every video marketing space has a different set of best practices and standards. Whether it’s on social media, television, emails, your website, or somewhere else, having a clear video destination in mind is crucial for making a strategically designed video.

What Is The Due Date?

One of the best ways to keep your planning on track is by setting a due date for your video. Without one, it is easy to get lost in the process and lose sight of your end goal. In general, when working with a hard deadline, it’s easier to allocate the proper amount of time, team members, and resources necessary to complete your video with ease.

What Are The Creative Requirements?

The next step of the planning process is outlining the essentials needed to deliver a video that lives up to your creative vision. Are you creating an animated video that requires graphics? Or perhaps a lifestyle video that requires flashy props and backdrops? Whatever the vision might be, it is important to have professionals like our team at Sparkhouse on board with the talents necessary for your creative requirements!

What Will Constitute Success For The Video?

Accompanying your video’s goals with clear ways of measuring the effectiveness of said goal is the key to a worthwhile video. For each unique video created, think about the KPI’s, or key performance indicators, that would display the success of that video. The success of, for example, a customer testimonial video, is not going to look the same as creating a training video, as each video encompasses a different primary goal.

Common measurable benchmarks used to constitute success in marketing videos include:

• Click-through rate
• New site traffic and conversions
• Social media engagement
• Video views and watch time

The Importance Of Scripting Your Video

Words are powerful tools for transforming your video project to the next level of professionalism. With a solid video plan in place, you’re ready for the next key component to your video’s success: a quality video script! Scripts are responsible for cueing the actors or individuals recording voice overs for your videos.

The primary goal of a script is ensuring that you communicate with the voice and word-choice that you desire. Sticking to one cuts out the chances for filler words or rambling to take away from the key messages of your video. Unless your video only contains visuals, the majority of video formats benefit from writing a highly conversational and easy-to-digest script. If you are not sure where to start with scriptwriting, working with professional writers is a great choice!

Chapter 3: Video Through The Sales Funnel

Attracting leads and conversions starts with meeting consumers where they’re at in the sales funnel. Think about it; a consumer without prior knowledge of your brand will be turned off by a video that is focused on making a sale. Similarly, a consumer on the verge of purchase won’t find value in a video providing a broad overview of your brand.

Here are some rules-of-thumb for creating videos tailored to each stage of a general sales funnel:

The Awareness Phase: Top Of The Funnel

In this stage of the funnel, consumers are just beginning to identify the pain points in their life that need solving. They might’ve heard of your company before, but haven’t put much thought into what you have to offer yet. The number one goal in this stage is introducing consumers to who you are, what you care about, and most importantly, what value you seek to provide them with.

Think of this stage as an opportunity to bolster videos that let consumers dip their toes into getting to know your brand and products rather than jumping in headfirst with an aggressive sales pitch.

A few of the best videos for this stage include:

• Explainer videos that walk consumers through a product or topic of interest. This establishes credibility and positions you as a leader in your industry. Want to animate it? Even better for a fun video that sparks curiosity!
• Team interview videos that showcase the dynamic personalities that make up your team. After all, your team is a great indicator of your brand’s overarching culture and values.

The Consideration Phase: Middle Of The Funnel

If you’ve managed to pique enough consumer interest and buzz to move them to stage two of the sales funnel, you are ready to introduce them to videos that help distinguish your brand against similar competitors in your industry. Consumers are aware of your brand and the problem they need to solve but are also researching similar brands. This stage is perfect for videos that prove your product’s effectiveness.

Some of the best videos formats for this stage include:

• Product videos that show your product in action and display the benefits of using it.
• Customer testimonial videos that feature a positive brand experience. Consumers generally trust other consumers, so social proof is used as a technique for increasing a consumer’s confidence in your product and brand.

The Conversion Phase: Bottom Of The Funnel

The conversion phase means you’re closer than ever to making a sale and making a new customer happy! At the bottom of the sales funnel, consumers are at the cusp of a sale and are often seeking any final details to help them justify a purchase. Your job is to put out videos that offer very specific product and brand information so they can make this decision as easy as possible.

A few beneficial videos formats in this stage include:

• In-depth product demonstrations that go over the ins and outs of how to use it effectively. These are a surefire way of giving audiences a clearer grasp of the features that define your unique product.
• Personalized videos that use each prospect’s name in their messaging. These create a stronger connection with each consumer and helps them feel more valued just before a point of purchase.

How To Use Video Through The Flywheel Model

Another helpful model used to identify the right video for the right prospective customer is Hubspot’s flywheel model! As opposed to the traditional sales funnel, the beauty of flywheel is its further emphasis on maintaining consumer loyalty and generating new leads after a purchase occurs. It thinks about the sales process in a cyclical way in the hopes that a satisfied customer will refer your brand and grow your business.

Here’s how we reimagine your video journey through this model:

Attract Consumers

Similar to the awareness phase of the sales funnel, the first part of the flywheel is attracting new customers to your brand. Your job in this stage is positioning videos in front of customers to spark their attention and get them excited to learn more about your brand.

Convert Consumers

Converting aligns closely with the second phase of the funnel, as consumers consider your brand and the products or services offered. They are starting to narrow down into qualified leads, so your videos should stress the benefits of your product and contain relevant calls-to-actions to get closer to a sales point.

Close Consumers

It’s time to seal the deal and make a sale! In this stage, it is especially important to push the benefits and value of your company more than ever, with customer testimonials videos to give an extra dose of social proof to help customers make a sale.

Retain Consumers

After you make a sale in the flywheel model, the work doesn’t stop quite yet! Retaining customers and inspiring them to refer your business to others is key. Since you probably have their contact information, videos via email marketing to follow up with them are a good way to keep your brand at the top of their minds.

Chapter 4 - Types of Videos

With a clear video goal and plan in mind, it is important to have a solid understanding of the types of videos available for creation. With seemingly endless video opportunities and styles to choose from, we know how overwhelming it can feel when deciding where to start! Videos are essentially limitless in the types of videos you can do, however for businesses, the following are some of the most popular video types:

Website videos Product videos Testimonial videos Announcement videos How-to / Instructional videos Training videos Examples Team leader interview videos Company profile videos Investor presentation videos App demo videos Crowdfunding videos Explainer animation videos Lifestyle videos

Website videos

Videos that live on a website have been shown to extend the time visitors spend there and can even improve conversion rates. Videos often can do a much better job at explaining difficult concepts or can replace long bodies of text.  An auto-play silent video serves as an engaging addition to a home page background loop, or plant one on the "About" or any important landing page for a quick explanation of your company.

Sample website video: https://thesparkhouse.com/portfolio/releash-high-fashion/

Product videos

Product videos are increasingly becoming popular as online e-commerce becomes more and more dominant. Product video help point out key features, differentiators and uses as well as show off the actual product in a way that you can control. Photos are limiting and can be confusing for consumers to fully understand the use cases, quality or size. But video allows you to provide a realistic perspective, as if they are actually touching and feeling your product. Most importantly, you get to show the prospective customers how the product should be used.

Sample product video: https://thesparkhouse.com/portfolio/uag-facebook-ad/

Testimonial videos

The overload of information at our fingertips has made the need for social proofing even greater. There is no more direct and believable way to convince someone you're the best choice in the market than to let them hear it from a third-party testimonial. Knowing that there are real people and businesses that have engaged with your business and have great things to say can be the final factor to push someone into converting into a customer.

Testimonials also don't have to be boring. They can be much more nuanced and fun, showing the character of the company.

https://vimeo.com/112974908

Sample testimonial video: https://thesparkhouse.com/portfolio/gmc-capital-one-card-lana/

Announcement videos

Have a new product, service or technology that your company is rolling out? Nothing is more exciting than creating a new video announcing coming product lines or new features that will be available. By creating these announcement videos you can better engage and nurture current customers who are already working with your business, while also informing them of new great thigns to come. Announcement videos are also a great tool for companies to use as company wide announcements to spread a message and to get everyone motivated for new goals and horizons!

Sample announcement video: https://vimeo.com/246341810

How-to / Instructional videos

Once people know about your product, they are probably not Googling the product since if they knew about your solution, they would have already bought it. Instead, they tend to search for the problems that can be solved with your product. If you have a video that explains how to fix their problem with your product, then your target customers will find you, trust you and become a customer! These how to videos or instructional videos also help add trust for prospective customers who know that the company invests in continual education past just selling a product.

By continuing to invest in these instructional videos helps you gain traction as a thought leader in your industry by teaching your customers something new. If people look to you for expertise, they will continue to reward that trust by going to you first when making new purchases in the same field.

Sample instructional video: https://www.youtube.com/watch?v=uBUUx-0EE-k

Training videos

Training video productions are an increasingly popular medium for businesses to train new hires. By creating videos, it eliminates the need for long, boring employee manuals that nobody reads. Training videos are a great way to dispense a whole lot of information to people in a short amount of time. Training videos have become so popular that many companies have created entire internal video libraries that employees can use to go and educate themselves. People are now even making their own training videos and packaging them as online courses, creating their own online courses businesses.

Training videos are especially popular for sales and customer service departments as a method to train their staff. If you want your employees talking and acting in a certain manner or style, creating a video can help teach them these nuances.

Sample training video: https://thesparkhouse.com/portfolio/cambro-dry-shelving/

Team leader interview videos

People like to know that the companies and businesses they are working with are led by strong leaders. Customers want to know the culture and identity of the company, which is usually embodied by the leaders of the company. What better way to highlight your top team than with a high quality team leader video that truly shows off your company's style, attitude and passion for what you do!

Sample interview video: https://vimeo.com/237953696

Company profile/Corporate videos

Company profile videos are often the very first any business produces. These can also be called corporate videos or brand videos. These videos highlight the business as a whole and explain what the business is here to do. It provides a quick introduction to how your business fits into the world of the viewer. These videos help show viewers all the factors of the business that just cannot be communicated through text or verbally. It's where you really get to show off the visuals of the business and to get people excited!

Sample company profile video: https://thesparkhouse.com/portfolio/entrepreneur-the-innovators/

Investor presentation videos

An often overlooked application for videos, investor presentation videos are a great way for you to build the hype and excitement for your business idea. Looking to show off the big picture or the next huge opportunity? Investors can be picky and may not have a ton of time to read into your investment. An "at-a-glance" investor presentation video can get them excited — and do it quickly! Show off why now is the time, build excitement, highlight the numbers and get that investor on board.

Sample investor presentation video: https://thesparkhouse.com/portfolio/rich-uncles-brand/

App commercial videos

With app stores featuring videos and not just screenshots, an app video is a no-brainer. Just like product videos, app videos allow you to show potential users the great things that the app can do. You can show off your amazing game play and intuitive user interface, or just intrigue viewers with a trailer of the experience. By really showing the ins and outs, you eliminate the unknown for the users and build trust and confidence. Increase downloads and create customer excitement with an app demo video that drives downloads.

Sample app demo video: https://thesparkhouse.com/portfolio/playworks-playbook-app/

Crowdfunding videos

Everyone knows that videos are a HUGE part of making a crowdfunding campaign successful. We've personally helped create many crowdfunding videos that have helped launch campaigns to completely obliterate their funding goals. Crowdfunding videos needs to engage an audience, explain your campaign and drive contributions. Crowdfunding videos are a surefire way to make sure your story is told the way you want it, and a great way to get those backers excited!

Sample crowdfunding video: https://thesparkhouse.com/portfolio/argus-haters/

Explainer animation videos

You may have complicated products, processes or services that need to be explained quickly and in an engaging way to your customers. Explainer animation videos can help solve that problem. Since target customers usually don’t have the time (or focus) to read through pages of information, it's a sure bet that they'll be willing to watch a minute-long explainer animation!

https://www.youtube.com/watch?v=6A6bGFTv7B4

Sample explainer animation video: https://thesparkhouse.com/portfolio/college-entrepreneur-contest-entrepreneur-magazine/

Lifestyle videos

As all of the successful brand leaders know, customers aren’t just buying a product or service; they are buying into the lifestyle of your brand, too. It's easy to TELL your audience about the kind of lifestyle your product supports, but why not SHOW them what you're all about in a video that evokes emotion and action? Creating scenes filled with fun times and happy people while integrating your product is a highly effective medium for demonstrating just how your product enhances that lifestyle.

Sample lifestyle video: https://thesparkhouse.com/portfolio/dice-featuring-kevin-skibba/

360 & Virtual Reality Videos

If your business is looking for a video that pushes traditional video boundaries and creates a unique user experience, then 360 or virtual reality videos are right for you! 360 and VR videos allow viewers to engage with your brand in the most life-like way possible before making a purchase. These video formats give users the opportunity to get up close and personal with your business’s service, product, or environment. Since not every consumer has a virtual reality headset, it is crucial to make such videos accessible through traditional digital devices as well.

Augmented Reality (AR) Videos

The rapid rise in digital technology makes it possible to market to consumers in a fresh and innovative way through AR videos. AR videos take a consumer’s real environment and add digital elements on top of them, allowing consumers to visualize what your product will look like on them or within their surroundings. Offering this immersive video experience is sure to create a more personal and novel association with your brand.

Personalized Messages

Personalized marketing techniques are ever-growing in popularity, and for good reason. What consumer doesn’t want to feel valued and seen? Overall, personalized video messages are catered to each unique viewer by including individualized details such as their name or photo. Including a simple personal touch works wonders for improving audience engagement, as it communicates that you care about connecting with them on a deeper level.

Facebook Cover Videos

With over a billion daily users on Facebook, there is no question that a compelling Facebook cover video is a successful technique for building brand awareness and identity, and is much more engaging than using solely a photo. Since they are on the top of the page, cover videos are a great way to make a positive first impression on new audiences checking out your business page.

YouTube Intro Videos

As one of the leading social media platforms in today’s digital age, regularly posting YouTube video content is a smart marketing move. You want to create videos that are not only fantastic content-wise but are also easily recognizable as your business’s work. How else will you build the brand awareness that you deserve? Placing a quick YouTube intro before every video with your logo, brand name, and other identifiable graphics makes any piece of content both memorable and cohesive.

YouTube Channel Trailers

As YouTube and YouTube Shorts increases in popularity, so does the need to market on the platform! If your brand has already started to capitalize on the power of YouTube, then a channel trailer is an essential next step for building your subscriber count and engagement to new levels. Like a movie trailer, a YouTube trailer is a short video that teases what a viewer can expect to see from your channel. Uploading a quality trailer with eye-catching visuals has the potential to hook viewers in and leave them wanting more.

Sales Videos

You and your consumers are probably sick of seeing sales videos that are overtly pushy in nature. But would if we told you it doesn’t have to be this way? Though a sales video aims to emphasize the features, benefits, and solutions that your product or service offers, with the right team, it can be done so in a way that is much more personal and fun for audiences to watch. In general, a well-executed sales video that focuses on educating and entertaining consumers over just selling is a goldmine for attracting new leads and customers.

Background Videos For Your Homepage

If you are looking for a way to make your website stand out, an eye-catching homepage video is the way to go! Since your homepage is often the first impression a customer has on your brand’s website, a background video is truly a no-brainer for creating a memorable experience. Since humans process visual information quicker than words, a video displaying your product or brand’s features is much more likely to stick with customers and sustain their attention more successfully than copy alone.

Chapter 5 - Planning Your Video Marketing Budget

Bringing up the budget might feel a bit uncomfortable, but the fact is that funding plays a huge role in the video marketing strategy. Obviously, the size of your company/brand is a factor when shaping the budget, but you can look at the video's ultimate goal as your key deciding factor. If your marketing goals are achieved with this video, what is the value of that goal to your company? You can also consider the other steps — like deciding where the video will live — and how these might affect your budget. For example, a video intended for a TV audience should have higher production value than one made for a social media post. And a brand or company video should look more polished then a testimonial video. You get the idea.

Just know that in the end, your budget is going to limit your production value as well as your concept scope — but these limitations don’t necessarily have to be a negative; Setting boundaries can have huge benefits to the creative process when it comes to developing concepts and making production decisions.

Your video budget should factor in the following:

• Number of shooting days
• Number of actors (paid or volunteer)
• Number and cost of locations
• Props, set designs and wardrobe
• Special or visual effects
• Level of animation and graphics
• Music and sound effects
• Final mastering like color correction or audio mixing

How Much Does a Video Cost?

Here at Sparkhouse, clients and interested parties often ask us: " How much does a simple video cost ?" And the answer is always the same: it depends, there are a TON of factors to consider.

Take a 1 minute video as an example. Sure, we can give our client an exact quote for such a project, but only after we hammer out all of the details; and there are a lot of details to consider: production values, location, script, actors, special effects, etc. We often compare the question of how much a video costs to asking: "How much does a house cost?" There are many variables that come into play when buying a house (number of rooms, size, location, age), and it's the same with video production. It all depends on what you're looking for.

Our team at Sparkhouse is all about working with clients to meet their specific goals, and stay within their budget. With that in mind, here is a breakdown of some important factors that play a role in video cost:

This is a big consideration; after all, the ultimate success of your video will depend in large part to the skills of any actors/actresses that you use. In addition, the typical cost of an actor for a smaller production ranges between $50-$400/hr , which makes this area a clear difference-maker when it comes to the overall price tag for the video.

Cost Factors

In order to get an idea of actor-associated costs, we try to get the answers to such questions as:

• Are actors needed in this video?
• If so, how many?
• Do the actors need to have special talents?
• How many days will we need their services?

Pro Tip: Use company employees to fill certain roles instead of professional actors.

Another huge cost factor can be location costs. Some video concepts are great fits for low-budget settings, like an office in the company's building, or even a private residence. Other clients are looking for a more exotic background, or even multiple locations for their project.

It's no surprise that the more exotic the location, or the more locations in use, the higher the video's cost will run. Here are some key cost factors to consider:

• How much will it cost to rent a venue?
• Are multiple locations needed for the production?
• How "exotic" do the locations need to be?

Pro Tip: For clients that are really concerned about budget constraints, we often recommend making use of "zero-cost locations" for the video setting, like a park, a quiet avenue, or another appropriate venue.

Production Days

The length of time that must go into the production can also drive up video costs. It's true that some videos can be shot in one day, which greatly reduces overall cost. However, some projects require shoots at multiple locations at some distance from one another; or, perhaps featured actors or interviewees are only available on certain days, which could lead to an extended time frame.

Multiple production days mean bringing out your cast, crew, producers, director, and support personnel on multiple occasions... and paying them for their time.

• Will we need to shoot at multiple locations?
• If so, how far away are the locations from one another?
• Will featured actors only be available on certain days?

Pro Tip: There are some ways to work around the need for multiple production days, such as:

• Design your concept for single day production
• Use multiple rooms in the same residence, or multiple offices in the same building, to achieve the effect of being in different locations
• Film at locations that are near to each other, and don't require a lot of travel time

Speaking of travel time, if you video concept requires a lot of travel, then you'll be looking at a much higher cost of production. This is especially true if air travel or multiple days of travel are involved.

• How many days of travel are required for this video's production?
• Will air travel be necessary?

Pro Tip: If air travel is needed, use resources such as travel search engines to find the best price for tickets.

Props and Wardrobe

If your video concept doesn't require a lot of special props, or an outlandish wardrobe, then this likely won't be much of a cost factor. However, if your actors need to wear elaborate costumes, or if you're giving a product demonstration that requires a lot of props, then you'll be looking at rental or purchase costs to count against your budget.

• Will actors need to wear an elaborate wardrobe?
• How many props will be needed for this production?
• What type of props will be needed?
• Can these props be bought, rented, or borrowed?

Pro Tip: Even if your concept does require some out of the ordinary props, there are still ways to reduce costs. For instance:

• Look for props that can be procured for free
• Search through consignment shops or other outlets for less expensive wardrobe items
• Obtain clothes, furniture, or pieces of hardware that can be returned and refunded after use

Know What You Need

Clearly, there are a lot of factors that influence the answer to that question, "How much does a video cost?" One of the best things that you can do to reduce unnecessary costs is to know what you need for a particular video project. Then, lean on the experts and their expertise to find creative solutions to make your vision come to life.

At Sparkhouse, we have both the expertise to produce high-quality videos, and the creativity to find cost-effective solutions for any budget challenges that you may face. If you'd like to see your video project come to life, reach out to our team at Sparkhouse today for more information, or get started by clicking here .

Nail Down a Video Concept

As with most marketing efforts, the concept is key, and it's no different when it comes to video marketing. Many people believe that their concept needs to be viral in order for their video to be a success. In reality, there is no one formula for going viral, so it's better to focus on the sales, the big-picture goal, and where the video will live to give you the best shot at success.

Keep the following in mind when developing your video concept:

• What do customers love about the product or service?
• What does the typical customer look like?
• What is the problem or problems the product is designed to solve?
• Who are the main competitors of the product? And how is this product better or different?
• Will viewers already know they want this product? Or do you need to show them that the solution exists before they will want the product?
• What doubts about the product need to be overcome in order to convert a viewer to a customer?

Start big and prepare to fail. Even with all of this preparation up front, you will probably come up with 10 or more bad concepts before you find your ideal approach. Brainstorm a bunch of concepts and share them with friends and co-workers to see which ones stick. Get a group together to mine for great ideas — you never know where your big "aha" moment might be hiding. You can tap their brain power in-person or collaborate remotely on Google Docs or other online venue.

Having a professional creative agency jump in to lead you through these beginning steps can be a tremendous help in nailing down an innovative video concept that will set you up for success. Just think of how many fun and powerful storylines you'll be able to generate when you mix your company's best and brightest with an experienced team of videographers, writers and editors who know what's creating a buzz in the video world right now. The sky's the limit!

Build Your Video Concept Structure

One you have your video concept nailed down, it's time to work on structuring your video so that it performs just the way you intended. Keep it simple by starting with the basics, then you can evolve it from there if you want to take a more complex track.

Here are the essential parts of a video that effectively reaches out to its target audience:

You need to grab the audience's attention FAST, since you can't sell a viewer on your product if they don’t hang around long enough to watch your video. The hook is what makes them stay.

The Problem

Introduce the specific problem that your product is intending to fix. Make the viewer feel the problem and connect with them so they are invested in finding a solution.

The Solution

Show the audience your unique solution with more than just a clever one-liner; make sure you explain what all the current customers love about the product.

The call-to-action tells the view what they are supposed to do next. Do you want them to follow a link to buy your product, visit your website, learn more, or maybe share the video? Make the next step obvious.

Finally got your concept? Now it's time to get video production started

Chapter 6 - The Complete Video Production Process

Ready to move forward with a video or two? Here are the various steps that a seasoned video production company will guide you in, starting from the idea stage to a polished finished product:

Set a goal for the video.

Every video marketing campaign should accomplish a distinct goal, whether it be introducing a product, engaging visitors on a website, encouraging someone to learn more or driving people to a purchase. Once a goal is set, the production team will make sure to check back along the process to assure they are achieving what they set out to do.

Creating a video concept.

Producing a video is like building a house: You can go as big or as small as your company wants or needs. Should this video be a simple interview with the founding team in a walk around your offices to show who the company is and what they do? Or is it a lifestyle spot that requires actors, locations, elaborate scenes and props? The concept will set the stage for how much work, budget and time will be needed to execute a strong video.

Determine where this video will live.

Where will your video marketing be featured? Whether the video is placed on a website, tradeshow booth, TV or on Facebook, this decision will change the approach to the style and execution of a video. Did you know that 85% of Facebook videos are watched WITHOUT sound ? Nuggets of wisdom like this will help the production company adjust the way the team presents a video, in order to assure that viewers understand the finished version while on the go, without any audio.

Set a deadline.

Most videos will have a deadline built in. Is this video going to be used for a tradeshow? A tool for a product launch? Or partnered with a new website launch? All of these can drive a reason for a deadline. Rush projects are always an option, but most video productions will take 4 to 6 weeks to accomplish.

Establish a video budget.

After setting some specific goals, next the team needs to decide what that goal is worth to the business. If the video will increase website engagement, how much is that worth? If it drives more sales to a landing page, what are those results worth? Remember, there are also exciting video benefits that may be unrelated to the original specific goals, like enhanced brand perception, customer excitement, increased overall engagement and much more. Other things that can affect budget that should be taken into account are:

Does the script require actors or extras to produce the video, or will it only require your team members or employees?

When making a video, special locations and permits are required in order to tell the story. Should these locations be outsourced, or is it possible to produce the video in existing locations like the client's offices, storefront or an employee's home?

Does the video require props or decorations outside of what the company produces? If the client makes iPhone cases, do they have iPhones available to be used inside them? If diving goggles are the featured product, will the shoot require fins, a scuba tank and a boat in order to properly demo the product?

Shooting days

The most efficient way to produce a video is to limit the amount of shooting days. The production team's job is to think of ways they can fake a single location to act as multiple, or schedule locations that are close enough together to film in a single day. Each time another shooting day is added, the budget will increase with each crew member (normally producer, director, camera, AC, gaffer, key grip, grips, audio, hair and makeup, PAs and more!).

Pre-production

Now that the video marketing is coming to life with a goal, concept, display plan, deadline and budget, it is time for the real work to start. Planning and prepping for a video can make or break a production, and there are a lot of things to keep in mind as the team moves forward. Let's get started!

Whether it be an explainer animation, an interview-based video or a full-blown narrative commercial, the first steps to preparing a production is to write out the script. The video production team offers copywriting services to help build the script to perfection. Most likely there will be breaks and pauses throughout the video, but a good guide is that you can fit about three words per second of video. It's important to keep the script short and concise so the video doesn't get too long.

Script breakdown

Often done in a two-column table, the next step is to break down the script into visual chunks. The production team will place the script on the left column of the script page, with a description of the visual elements on the right side. This is a good phase to check in with key stakeholders and members of the project to assure everyone is on the same page and imagining a similar end video.

The video shot list is most likely done in collaboration with the director, director of photography (DP) and producer to ensure everyone is following the same vision. Every shot needs to be listed out so that each department can prepare what lighting, movement, effects, props, actors, etc. are needed.

Itemized breakdown

Once the corporate video script is locked down and the visuals get planned out, the next step is to itemize what elements of the shoot need to be sourced or planned for. The production team will circle or highlight every actor/character, location, prop, wardrobe description and special effect, earmarking them as action items that need to be sourced before production takes place.

If there are actors needed, the first task is to create a list of all of the actors and extras that will needed for the video. It is advantageous to reuse people throughout the video as background characters in order to reduce the amount of actors hired (and paid!). Each character will need a description to find the right fit— everything from gender and age to height, features and attitude.

For smaller roles or background actors, it is sometimes possible to get away with online casting only. For more key performances, it is recommended to do Skype video auditions, or even in-person auditions to assure the perfect actor/performance is found.

Location sourcing and permits

Each location in the corporate video production will need to be chosen carefully. If the location is not a key aspect of the concept, it is best to find a freely sourced location from either a team member or employee's home or their personal connections. If that is not possible, a location scout will need to source possible rental locations and pull the needed permits and requirements for each. Depending on the size of the production, you may have to hire security, police escorts and road stoppages.

Props / Wardrobe

Here is another great spot where it is possible to save budget if the team is resourceful. Using props such as phones, couches, bags, etc. that are already available at the location will help keep the costs low. Also, finding items that can be purchased for the shoot and returned afterwards is a common trick of the trade when it comes to keeping the budget tight. When there are unique items required for a shoot, they can either be purchased or possibly rented from prop houses based out of Los Angeles.

Wardrobe can often be sourced from the actors' existing wardrobe (which normally fit best anyways), but if there are specific wardrobe needs, new items can be purchased and returned after the shoot. Just like props, in some cases the specialty wardrobe items need to be bought or rented for the shoot.

Shot schedule

Although confusing, shot schedules are often out of order of the actual flow of the video script. This is to optimize the shooting locations, props, actors' time and location availability. Each shot from the shot list is broken into individual shooting time frames, and each of the props and actors are scheduled into their slotted times.

Production day!

Even with weeks of planning and pre-production, the actual production of a corporate video usually happens in a single production day (often 10-12 hours!). Here are a few things that will take place on production day.

Craft services

Breakfast, coffee, drinks, snacks, catering, etc. need to be planned out and provided for the actors, crew and clients to make sure no one has to leave and slow down the shoot day.

Equipment prep / rental

All equipment, including camera, lighting, audio, props, wardrobe, hair and make-up, need to be prepped or rented for the shoot day.

Actors / Talent releases

All actors and extras will need to sign agreements giving consent to use their likenesses. The releases will also detail the rights as to where and when the spot can be used in compensation for their pay rate.

Crew / Payroll

All crew will have to be documented for payroll and tax tracking for their rates.

Location / Permits

Locations need to be paid and issued permits if needed. The logistics team will also coordinate with any security or police required on set.

Hair and make-up

All actors and extras need go through hair and make-up before they can be placed in the spot to be filmed.

Scene lighting and prep

Each scene will need to be pre-lit and designed with any props, actors, etc. before any filming can be done. Depending on the complexity of the scene, this can take anywhere from 15 minutes to a few hours.

Walkthroughs and blocking

Before the camera crew starts rolling any shots, the entire team (including actors) need to walk through the shots to assure the director, actors, camera crew and clients are all on the same page as to what is to be captured. The walkthroughs/blocking stage is where creative changes are often added based on last-minute ideas, weather changes and other factors.

Shooting and circle takes

During shooting, notes are taken about each shot — whether the performance was good, the lines were delivered correctly, any outside noises were heard and whether the camera had any issues. The director's favorite takes are circled so that the editor can go directly to those and start editing without searching through the bad takes.

That’s a wrap!

With a small celebration, the production day ends. The DIT (digital imaging technician) will transfer the day's video footage, photographs and audio files to an external hard drive for backup and ship to the post-production team.

Post-production

Even if a shoot day is pulled off successfully, if the post-production isn't on point, the corporate video will fall short of its true potential. Ensure your finished product is the best it can be with flawless execution of these stages:

Transferring and organizing

With today’s high video resolutions, the files can be massive! Each card is often well over 500 GB and takes a few hours to transfer to the editing stations. Once the files are transferred, the editor will need to organize them by video and audio, various scenes or separate videos that are being created.

Syncing and trimming

A tedious next step is to sync the video footage with the audio recording. It's interesting to note that the editor actually uses the famous film “clapper” to sync the exact moment when the audio recording has the clap noise to when the video footage sees the clapper close.

"Story cut"

First, the post-production team needs to lay out the story of the corporate video — no need for music, sound effects, titles or color correction just yet. It is really important to make sure the flow and storytelling feel is there before adding any bells and whistles. Many times the video's story cut is kept internal at the post-production house.

"First cut"

Adding music, basic titles and graphics, a simple pass of color, etc. makes the corporate video's first cut presentable for the client or general audience to view and provide input.

Client review

Best done with a dynamic video collaboration tool such as Frame.io, the review stage allows key stakeholders to assess, comment and collaborate on their vision and thoughts of the video.

"Final cut"

The editing team then takes into account all of the comments and recommendations from the client and gets to work finalizing the corporate video.

Graphics / Titles

With the video is finalized, a higher level of artistry and animation can be added to the graphics and titles in order to bring the production to its final state.

Visual effects

Any visual effects — fixing skin tones, skylines or removing logos — happens near the very end of the the post-production process.

Color mastering

Depending on delivery via TV, online or elsewhere, various levels of color mastering will be needed to make sure every viewer is seeing the same colors and tones that the director desires.

Audio mastering, music and sound effects

The final step before exporting is to mix all of the audio, dialog, sound effects and music so the video can be clearly heard and is not distracting no matter the display format (TV, car, headphones, phone or laptop).

Exporting for delivery

An often overlooked piece needed for a successful video is to properly export the video files with the correct settings for the final delivery — again, the protocol will differ depending on where the video will live (YouTube, Facebook, TV, etc.).

And Lastly, Distribute Your Finished Video

Your video might be completed, but you're not done yet! It's now time to give your video a proper distribution to get the right eyeballs on it. If your masterpiece is headed for TV, you'll need a strong media buying strategy. If the video will be placed on your website , ask your webmaster to tag the video with proper keywords and descriptions. If it's bound for social media, make sure you have a strategy ready for posting it during optimal days and times to garner the most views.

If you have the time, you can also test different variables to optimize your branding video's performance. Try giving it a different title, changing the call-to-action, or switching up the editing structures to drive different results. Keep an eye on how many views it's racking up — if exposure is dropping, switch it up and see what happens!

Chapter 7: How Do I Distribute My Video?

Your marketing process isn’t finished after filming and editing your video materials. It might sound counterintuitive, but the spaces that you choose to post your videos on are often equally important factors in your video’s success than the production value itself. With all of the time, energy, and resources you’ve spent on making your video, it would be a waste not to properly distribute it to the platforms that will bring it the best engagement, views, and conversions possible.

Having trouble understanding where your finished video should go next? We’ve broken down some of the key digital locations for video distribution by owned, paid, and earned media to make the process easier!

Owned media, as the name suggests, is media owned by your business. You have complete creative and legal control over these digital platforms. Popular owned video distribution methods include:

Company Website

Your company website is a major hub for disseminating information about your brand, making helpful video content an obvious choice. Overall, housing a video on your website’s landing page or homepage is perfect for quickly capturing your visitor’s attention and improving the attractiveness of your website. Plus, embedding a video is known to boost SEO and rank better on search engines than solely written content !

Blogs are already effective mediums for establishing credibility and building consumer trust, so why not beef one up with an added video to reach its full potential? Let’s face it: not everyone likes to take the extra effort to read a lengthy blog post, and many prefer digesting information through images and audio. Pairing videos with your blog posts gives audiences the chance to choose their preferred mode of content consumption.

Sprucing up your emails with a video has a proven track record for increasing open rates, audience engagement, and future conversions. In general, a video through email is an easy way for consumers to stay up-to-date with your brand’s upcoming events, products, and sales without wasting much time. Just make sure to always include video in the subject line so audiences are motivated to open your email!

Organic Social Media Presence

Your business’s social media accounts lend themselves perfectly for your video’s distribution without having to spend a penny. With millions of daily social media users, your video has the chance of getting shared by multiple users, or better yet going viral, making it easier than ever to reach new audiences. Whether it’s your Facebook, Instagram, Twitter, or another social media channel, distributing a video can help your traffic skyrocket!

Unlike owned media, paid channels of distribution require you to muster a higher marketing budget upfront, since you’ll need to purchase the slot that your videos lie in. Some of the most effective paid video distribution tactics include:

If you have a solid understanding of the keywords and phrases that your audience searches for, then search ads are perfect for you! Distributing via search ads allows your video to pop up higher on results pages than organic videos alone if users search with your allocated keywords. Since most consumers don’t look past the first page of results, the higher your ad placement, the more clicks it’ll receive!

Paid Social Media Ads

Though your owned social media platforms are inherently free, there are paid options to choose from as well! With the sheer mass of business videos to compete with on these platforms, sometimes a paid social media ad is just the boost you need for getting in front of your target audience before your competition. With advanced audience targeting options on Facebook and other sites, investing in these ads can connect your video to the people it will impact the most.

Native Advertising

Are you worried about looking overly spammy with your paid ads? If so, native video advertising might just be the distribution method for you. Native videos are embedded within content in the exact formatting of organic content. This means that audiences taking a quick glance probably won’t notice it’s sponsored in the first place, making its click-through rates and engagement levels better than a traditional video ad!

Influencer Outreach and Sponsorships

Today’s top social media influencers have reached celebrity status. Public figures, both traditional and digital celebrities, play a massive role in shaping the popularity of products and services. Reach out to influencers to promote your video or feature your product in their own video for pay through a sponsorship. Especially when their reach is wider than yours, this technique is a recipe for improving brand awareness, audience trust, and likely more sales!

Feel like your video deserves more attention than your brand alone could warrant? In the earned video distribution process, another entity is involved in spreading the word about your business by sharing your content or speaking about your product or service. This can be an individual influencer, brand, or even a news outlet.

Social Media Shares

Social media is in many ways the digital equivalent of word-of-mouth marketing, as social media users often share the content that they enjoy with their friends, family, and followers. Video distribution through social media users sharing, retweeting, or reposting your video can attract new viewers, increase responses, and perhaps even bring new followers to your social media accounts.

Product Reviews

Social proof is amongst the most powerful tools for influencing consumer opinion. Sending influencers or other consumers exciting new products or prizes in exchange for video reviews is an easy way to generate earned buzz for your brand. Plus, videos from influencers that aren’t sponsored by your brand can ring more authentic and sincere for viewers.

Traditional PR

Don’t fix what isn’t broken! Traditional public relations tactics are still a viable option for your brand’s video distribution. If you have an announcement, brand update, or product launch that can be deemed newsworthy, it doesn't hurt to try your hand at pitching to news outlets and online publications in your industry niche through a press release with a link to your video.

Influencer Marketing

Influencer marketing doesn't have to cost you an arm and leg through a sponsored endorsement! You can organically reach out to influencers in your business’s industry through social media dm’s or emails and ask them to share your video on their platforms. If they like what they see, maybe you’ll be lucky enough to get some free press.

Which Type of Distribution Is Best For Me?

Now that you have a rundown of the plethora of video distribution methods, you might be wondering: which type is the best fit for my business?

There is no simple answer to this question, as your marketing goals, budget, types of video content, and the digital channels that your target audience is found on are all factors to consider when making this decision. To pinpoint the best distribution for you, we’ve outlined the benefits and challenges that accompany each method:

Owned Distribution Pros and Cons

Perhaps the sweetest part about owned media is that your business is the only entity that has a say in how videos are posted or shared! On the flip side, if your business is small and just getting started with video marketing, you won’t see fast results, since it takes time to gain an organic audience.

Paid Distribution Pros and Cons

Paying for your videos to be displayed highly on SERPS and optimal advertising locations can help you gain traffic and eyes on your video faster than other methods. Whether we like it or not, sometimes spending the extra money is indeed worth it in the end! On the other hand, if your budget is tight, this isn’t a sustainable distribution method to use in the long-run.

Earned Distribution Pros and Cons

Earned distribution has its perks, as your video gets publicity, attention, and buzz without needing to purchase an ad. When a reputable source or well-respected influencer shares your video, they instill a sense of trust and credibility in your business as well. However, the downside is the lack of control you have over what someone could say about your video, as the earned media you receive isn’t guaranteed to be positive.

If you don’t want to miss out on the benefits of paid, earned, or owned media, don’t you worry! A healthy combination of all three distribution methods is a great way of covering all of your video marketing bases and getting diverse results.

Chapter 8: Video & SEO

SEO, otherwise known as search engine optimization, is creating content that is optimized to perform better in search engines such as Google, Bing, and even Youtube. If you’ve used SEO for your blogs and other written materials in the past, it’s time you used it for your videos as well!

Why Does Video Help My Website Rank Higher?

It’s no secret that website videos and higher search engine rankings go together like peanut butter and jelly. But why? Below are some of the key reasons that explain your video’s role in helping your website rank better:

• Video’s entertaining format has been shown to grab visitor’s attention longer than other types of content. The longer your web visitors are engaged with your website, the better that your site appears to search engine algorithms.
• Strategically placing keywords into your content helps your web rankings improve immensely, and videos are no exception. When a user searches on, say Google, with a word that you’ve embedded into your content, your website will rank more highly on the page. Whether it's within a video transcript or a title, videos offer you another opportunity for implementing keywords into your website!
• If your website has an interesting video, it has a greater chance of being shared by others and collecting backlinks, and more video backlinks lead to higher rankings.

What Can I Do To Improve My SEO?

With all of these benefits up for grabs, what’s stopping you from capitalizing on SEO today? If you find yourself stumped on why your video isn’t getting sufficient attention, views, or engagement, here are four tips for improving your SEO:

Use Videos On Your Website

We’ve already established that videos are invaluable for creating a website that appears entertaining, trustworthy, and valuable for consumers and algorithms alike. Videos in the background of your homepage, embedded on a landing page, or even placed within a blog post are great places to start. Just make sure to include only one video per page… you don’t want to overwhelm your visitors with too much content at once!

Embed Your Videos Around Quality Content

If you’ve worked hard on creating a high-quality video for distribution, the worst thing you could do is slack on the marketing materials that surround it. No matter how great your video might be, if you have weak copywriting or design associated with them, you won’t get the engagement and rankings that you desire! In general, a website with a mix of compelling videos, visuals, and written materials are the ingredients for better rankings, as it displays that you are well-rounded in the content that you provide consumers with.

Be Consistent and Post Video Content Often

A regular posting schedule is essential for appeasing the search engine algorithms, and fresh content usually performs better than dated ones. Brands that post often show search engines that they are trustworthy to deliver consistently to audiences. We are definitely not saying you should bite off more than you can chew, but instead make a video content schedule that works with the capacities and expertise of your team.

Pay Attention To The Details

The devil is always in the small details when it comes to an effective SEO strategy. In the end, algorithms are programmed to reward content of the highest quality that provides the best value for users. So never take shortcuts on crafting your titles, video descriptions, and video thumbnails. We promise you, the extra efforts will be worth it in the end.

Chapter 9: How Do I Know If My Video Was Successful?

With all of the blood, sweat, and tears put into your video marketing thus far, don’t lose sight of one of the most important aspects of a campaign; seeing if your video accomplished what it was set out to do. If you’re unsure about how to measure your video’s success, you’re not alone! Believe it or not, many businesses struggle to make sense of the analytics, numbers, and statistics that accompany their video marketing efforts.

If you need to make better sense of this tricky but crucial element of a marketing campaign, this is the chapter for you!

Essential KPIs For Video Success

Key performance indicators are the measurable aspects of your video’s success. However, it is essential to note that not all of the same KPIs are used from video to video. This is because your individual video’s goals and intent can impact which KPI you should be paying attention to!

For example, your animated how-to video made to attract a new audience versus your consumer testimonial video made for making a sale have different indicators of what success might look like. We’ve broken down the key performance indicators you should utilize for each part of the consumer sales journey:

Did Your Video Attract Viewers?

If your video’s intent was to impact audiences at the top of the sales funnel by gaining their attention, some KPIs that can help you include:

• The number of views and impressions that your video racked up
• The number of unique users watching your video

Did Your Video Engage Viewers?

Videos that sought to build a stronger connection and engagement level with audiences considering your product can be measured through KPIs such as:

• The average watch time, or how long a viewer was engaging with your video
• View-through rate, or how many people actually got to the end of your video

Did Your Video Nurture Viewers?

If you made a video with the hopes of getting users to a point of purchase in the buyer's journey, your KPIs should be:

• The click-through rate, or the number of viewers who followed your video’s call-to-action link
• The number of video viewers that became your customers and converted after watching

Did Your Video Delight Viewers?

Since only happy customers are likely to positively interact with your video and brand past the point of purchase, the KPIs to look at when deciding if you delighted your customers include:

• Your video’s comments, likes, shares, and overall social engagement
• Return visits to your video

How To Measure Return On Investment

Let’s talk about money! Though not the only indicator of video success, sales that were made with the help of your marketing videos should aim to outweigh the cost it took to film and produce them. In short, your return on investment tells you if you’ve achieved this goal.

Measuring ROI can be a difficult feat when it comes to content marketing as a whole, especially when the videos are meant to attract or engage consumers. The number of views, social media comments, or watch time don’t always say too much about whether or not you made a sale from them. For traditional monetary ROI, focus on the videos that nurture prospects with clear metrics that point to sales and conversion, and focus on other performance indicators for videos with less of a sales goal.

Picking The Right Data Platform

All of the metrics and analytics that you need for uncovering your video’s performance don’t appear in thin air. You need a video data platform to do this work! The data platforms you have to choose from are as follow:

Video Hosting and Social Media Platforms

Not only do most video hosting sites do the job of getting your video in front of the eyes of audiences, but they make it as easy as can be to track your video as well! Many platforms such as Vimeo, Youtube, and other social media sites have their own analytics pages in place for tracking KPIs.

Analytics Platforms

If the location of your video doesn’t have enough data to track your video’s success, analytics platforms like Google analytics are perfect, especially for videos on your website!

Optimize and Adjust My Content

The key to every well-rounded marketing campaign is having a clear understanding of what was done right and what can use some improvement. Whether your video went viral or solely reached a few audience members, no piece of content is perfect and there’s always an opportunity to find room for improvement.

Find Ways To Optimize Your Current Video

Not seeing the results and analytics that you expected? No worries! You have the power to tweak and freshen up elements of your videos to improve their quality and perhaps even meet some of the goals you missed out on!

This could look like this:

• Switching to a better hosting or distribution site
• Implementing new relevant keywords for better SEO
• Changing up your thumbnail or title
• Use Insights To Create Better Video Content In The Future

If you investigate KPIs and ROI to uncover the achievements and shortcomings of your videos, you are equipped with the tools to create better video content in future marketing initiatives! Your videos can only improve from here on out.

Chapter 10: Advanced Strategies and Techniques

If you’ve made it this far into our video marketing guide, odds are you’re just about ready to get started on your video marketing strategy. However, to gain a few last-minute tips to feel as confident as can be with video creation, keep on reading for our favorite advanced video strategies and tips!

Nail The First 5-10 Seconds Of Your Video

Since the internet is ingrained in our everyday lives and routines, consumers never truly get a break from the constant flood of digital marketing. Because of this content overload and more video options than ever before, viewers aren’t going to stick around for ones that aren’t compelling from the start. Whether it’s by sharing a shocking statistic, using lively music, showcasing aesthetic b-roll, or another creative tactic, always make those first few seconds count.

Try Out The Sequel Technique

Do you know of a popular video in your business’s industry and know you can make a better one? The sequel technique is the process of doing just that! Use this technique to make a video similar to that of a popular one in the hope that audiences will get yours suggested to them on Youtube. If you decide to try this out, remember to only seek inspiration from the original video… no plagiarizing allowed!

Mix Things Up

Even if your audiences seem to be happy with the types of videos that you are posting, complacency is never an option. With the world of video distribution opportunities at your fingertips thanks to the internet and social media, trying a new video concept, approach, or style can open your brand up to new audiences and results.

Easy ways to spice up videos are:

• Shifting around your camera angles, nobody likes a stagnant video!
• Trying an animated or cartoon version of your usual how-to videos.
• Making your product demonstration a virtual reality experience.
• Creating custom thumbnails and outro screens with exciting graphics.

Test Out Longer Marketing Videos

In any form of content marketing, A/B testing is always your best friend. You’ll want to test different video titles, thumbnails, and even lengths to see what captures your audience’s intrigue the most. Though some video formats and stages of the buyer journey lend themselves much better to short content, longer videos shouldn’t be neglected. Longer videos for more educational, how-to, and tutorial-based videos gives you the time to break down complex topics with ease!

Maintain a Consistent Look and Feel

You want audiences to always be able to recognize your video apart from the crowd. To accomplish this, your brand identity and story should infiltrate every piece of video content posted, no matter the subject matter. This can look like adding your branded logo in intros and outros, sticking to a script that stays true to the voice and tone of your brand, and perhaps even using the same music and color scheme across videos.

Use A Touch Of Humor

A little bit of tasteful humor never hurt anyone! Letting your personality shine through relates to consumers more than an overly sophisticated video that feels forced or fake. We’re all human after all, so there’s no need to take yourself too seriously. So try throwing in a few jokes into your script and see how your audience responds. You might be surprised to find that it increases your authenticity and audience connection.

Chapter 11: Our Video Marketing Case Studies

With years of experience under our belt, the dynamic team of creatives and film junkies uses tried and true video marketing methods to our client’s advantage. If you’re still not convinced that we know what we’re talking about, learn more about our client work!

Denso: “One Small Piece” Campaign

Denso’s campaign video for their power edge line was focused on the juxtaposition of toughness and refined precision. To bring this idea to life, we hired an actor to fit this aesthetic and filmed on-location in a sleek commercial garage. The key video production elements that contributed to our sophisticated final results were the darker-toned color scheme and smooth technocrane camera shots.

EvaDrop: Animated Product Video

To showcase the innovation of EvaDrop’s Smart Shower, we were inspired to create an animated video that walked customers through the function of the product and coinciding app. To keep the video’s aesthetic simple and efficient to mirror the product itself, we opted for a crisp blue and white color scheme.

Final Thoughts

Any company that's committed to growing and building strong customer relationships can look to video marketing as an effective way to reach customers where they're at — on social media sites, websites, TV, crowdfunding and other arenas. But just because your first video is done and distributed, it's no excuse to sit back and let all your hard work lose traction. To get the most out of your production, test your results as often as possible, get feedback, and use what you learn to plan your next video. Use video marketing as an ongoing tool to continue building your brand and connect with current and potential customers in new and different ways.

We hope our guide to video marketing has been useful in demystifying the video production process for you. The general structure we described can be applied to videos of any size budget — from $5K to $1M — no matter if they require a one-man crew or 100-plus team members.

Before you make your next video, review the steps above, take your time, and most importantly — have fun along the way.

Best of luck!

— Sparkhouse Crew

Ready To Get Started?

We've spent the last 20+ years helping brands grow with videos that impress.

Social Media

Monetization

How To Create a YouTube Business Plan (+ Free Templates)

By kelsey mclellan · published jul 17, 2024.

Looking to launch a YouTube channel ? Or maybe you want to start earning more from your existing YouTube account ? Then you’ve come to the right place. Harnessing a business mindset is the first step in becoming a successful YouTuber. And in this article, we’re helping you put that mindset to use by showing you how to create a stellar YouTube business plan.

A YouTube business plan is an all-in-one roadmap to launching a successful (i.e. profitable) YouTube channel. This kind of comprehensive blueprint helps you define your goals, outline your content strategies, and implement your production processes, so you stay organized and on-track when it comes to running your YouTube business.

Ready to build the YouTube business of your dreams? Then read on and check out our YouTube Business Plan Templates Bundle . This easy-to-use template bundle includes step-by-step instructions, helpful writing prompts, examples, and fillable tables that help you get your YouTube business up and running ASAP.

Get Our Free YouTube Business Plan Templates Bundle

Transform your YouTube channel into a successful business, today.

Why create a YouTube business plan?

So, why create a YouTube business plan? First of all, reframing your YouTube channel as a business will help you actually run it like a business. Ultimately, this mindset allows you to transform your expertise and passion into a viable business venture — which is the dream as a content creator , right?

There are many benefits to creating a business plan for your YouTube channel. A business plan helps you:

• Build a solid brand identity
• Strategically plan your content
• Reach your ideal audience
• Differentiate yourself from your competition

Altogether, these benefits enable you to max out your YouTube earnings .

Curious to know how much you could make on YouTube? Use our YouTube ad revenue and creator earnings calculator to get your estimates.

How to create a YouTube business plan

• Determine your YouTube channel’s purpose and target audience
• Develop a content strategy
• Create a monetization strategy
• Outline your operations
• Create a budget

Now that you’re aware of all the income-boosting benefits of creating a YouTube business plan, it’s time to, well, get down to business!

Here, we walk you through how to create a solid YouTube business plan in just five steps.

Step 1: Determine your YouTube channel’s purpose and target audience

The first step in creating a YouTube business plan is getting clear on your purpose. Why? Because everything about your channel, from what kind of content you produce to how you choose to monetize , will flow from its purpose.

So, what does “purpose” mean in this context? In a nutshell, your YouTube channel’s purpose is its reason for being. Your purpose answers the question “why?” and includes who you are, what you offer, and what you stand for as a YouTuber. 

When writing your YouTube business plan, it might be helpful to think of your channel’s purpose in terms of its unique value proposition (or UVP). Your UVP is the “secret sauce” that sets you apart from the competition. To get a bit more technical, it’s a statement that outlines the unique benefits of your YouTube channel and how it solves your audience’s pain points .

Choose your niche

Before you can define your YouTube channel’s purpose, you’ll need to walk it back to the basics. This means choosing your channel’s content niche.

From beauty to gaming, there are hundreds if not thousands of niches that exist within YouTube’s content ecosystem. The niche you choose depends entirely on your own interests, areas of expertise, and knowledge base. For example, if your friends often approach you for financial advice, you might want to consider launching a personal finance channel. Or, if you love coming up with new makeup looks, you might consider becoming a beauty YouTuber.

While expertise and passion are two important factors in determining your YouTube niche, they’re certainly not the only ones. This step also requires a little bit of every creator’s favorite task: market research.

When deciding on your niche, you’ll want to conduct some market and keyword research to determine whether your prospective niche has a healthy market and just how competitive it is . A profitable niche will have a large market with high demand, but low competition from other creators. This indicates that there is an existing gap in the niche that you’ll be able to fill with your content and products.

Determine your target audience

After choosing your niche, it’s time to define your target audience . Your target audience is the group of people who will benefit the most from your YouTube content. Identifying them is important because these are the viewers you’ll be tailoring your content and monetization strategies towards .

To find your target audience, you’ll need to do a little more market research — specifically, some competitor research. This means identifying YouTubers within your niche and analyzing their content, as well as their subscriber base and comments sections . Be on the lookout for patterns in demographic and psychographic information among their followers, and pain points or problems that come up regularly in their YouTube comments sections.

This type of research will help you understand which market segments your competitors are targeting, how they’re going about it, and whether their efforts are successful. It also helps you figure out whether your competitors are targeting the same market segments as you or whether they’re targeting segments that you hadn’t even considered.

Remember that your target audience is a smaller subset (or segment) of a larger target market. This means that you’ll want to get as specific as possible when defining it. For example, as a personal finance YouTuber, you might want to zone in on single women from the ages of 25 to 35 living in metropolitan areas, rather than targeting anyone and everyone within the same age range.

Getting specific helps you fine-tune your content and monetization strategies so that you’re creating the products and content that best serve and best resonate with your target audience.

Set your goals

Finally, you’ll want to set goals for your channel. If your purpose is your “why,” then your goals are your “what.” Ultimately, your YouTube goals should be aligned with your channel’s purpose. And, vice versa, your purpose should propel you towards your goals.

When coming up with your YouTube goals, don’t be afraid to think big and reach for the stars. There are many different goals you can set for yourself as a YouTuber, including building authority, generating revenue, or building a community . Ultimately, the goals that you set for yourself come down to your values, beliefs, and purpose as a YouTuber.

Step 2: Develop a content strategy

Now that you’ve laid out your channel’s purpose and identified your target audience, it’s time to develop your YouTube content calendar and strategy. This means determining the type of YouTube content you want to create, along with how frequently you’ll upload content .

Brainstorm content topics

Developing your content strategy starts with brainstorming content ideas for your YouTube channel. To do this, think about your content niche and your target audience’s interests and pain points . What kinds of topics do they find interesting, entertaining or valuable? What kinds of questions do they want answers to or pain points do they want solutions for? 

Need an example? Let’s say you’re a personal finance YouTuber catering to single women between the ages of 25 and 35. In this case, you’ll likely be eyeing topics like budgeting, saving, and investing.

Define your content pillars

A stellar content strategy is propped up by a solid set of pillars — content pillars, that is! Content pillars are the key themes that you’ll focus on with your content. Most YouTubers’ content strategies includes a few different content pillars.

Having strong, well-defined content pillars makes it easier for your to brainstorm content topics and plot out your content strategy, so you’re never at a loss for what you post next. They also help solidify your personal brand, as your content pillars define the themes and topics you’ll become best-known for as a YouTuber.

To figure out your pillars, take a look back at the content topics from your brainstorm. Notice any similarities between them and group them into broader categories, accordingly.

Need a visual? Let’s say you’re a beauty YouTuber. A few key pillars for a creator within YouTube’s beauty ecosystem might be makeup education (i.e. tutorials on various techniques, tools, and makeup looks), product reviews, and YouTuber partnerships.

Determine your upload schedule

The final step in creating your YouTube content strategy is plotting out your upload schedule. This means determining how often you’ll be publishing new videos on your YouTube channel.

Remember, consistency is key when it comes to YouTube success. Whether you’re uploading videos three times per week or once a month, what matters most is that you establish a consistent upload schedule that you and your audience can rely on. Establishing a consistent posting schedule helps you manage your content strategy . It also helps build trust with your audience and generates a sense of healthy anticipation for your content.

For these reasons, you’ll want to decide on a consistent publishing schedule that you can reliably stick to over time. When plotting out your schedule, be as realistic as possible and don’t overcommit. Sure, it might be tempting to set a daily posting schedule. However, if you’re not able to maintain this posting cadence, your content strategy will become derailed and your YouTube views will suffer. Instead, ask yourself what posting cadence best suits your current schedule and your YouTuber workflow.

Want to create your YouTube content strategy easily? We have a template for that.

Our YouTube Business Plan Template Bundle walks you through building your content strategy with helpful writing prompts and fillable tables that will take you from ideation to implementation in just a few minutes.

Interested? Get our YouTube Business Plan Templates Bundle now — for free!

Step 3: Create a monetization strategy

Earn ad revenue, sell digital products, partner with brands, become an affiliate, sell memberships.

Now that you’ve created a solid content strategy, it’s time to channel those strategic planning skills towards your monetization efforts. That’s right: it’s time to plot out your YouTube monetization strategy.

Luckily, there are tons of different ways to generate revenue on YouTube, from in-app ad revenue sharing to selling digital products . The streams of revenue you decide to harness depend entirely on your niche, your audience, and your needs as a YouTuber. 

That said, in order to max out their income and (maintain a sense of financial security), most YouTubers opt to pursue a combination of different income streams. This might mean tapping into the platform’s ad-revenue sharing program , while also selling digital products and subscription-based content .

As you plan out your YouTube monetization strategy, here are some of the best monetization methods to look into:

One of the most popular ways that YouTubers earn money is through the platform’s a d-revenue sharing program . You know those pre-roll and mid-roll ads that play during a YouTube video? Well, creators earn a cut of the money paid to YouTube for running those ads on their videos.

In a nutshell, YouTubers taking part in the platform’s ad-revenue sharing program earn money for running ads on their videos — and more views equals more income. In order to earn ad revenue through your videos, however, you’ll need to enroll in the YouTube Partnership Program ( YPP ) — and there are a few eligibility requirements you’ll need to meet before you can join.

Once you’ve joined, however, ad-revenue sharing can become a consistent stream of YouTube income for those with large, engaged followings and a consistent (and we mean consistent ) publishing schedule.

Selling digital products — like mini-courses , tutorials, and templates — is one of the most lucrative, low-effort ways to generate income through your YouTube business. Why? Well, because digital products are a source of passive income . This means that once you’ve created your digital product and put it up for sale, you can just sit back as the cash rolls in.

Even better? The Leap makes creating your digital product offering easier and faster than ever before.

Powered by AI, The Leap enables you to create mobile-friendly digital products in just minutes , while its link-in-bio storefront tool lets you sell your products without leaving the platform. Once you’ve created and uploaded your digital product, simply promote it through your YouTube content to max out your sales and earnings. Try The Leap for free today!

Create and sell digital products in minutes using The Leap!

Brand partnerships and sponsorships are some of the most well-known — and lucrative — ways for YouTubers to make money.

Of course, as with any third-party monetization method, you’ll need to do a little bit of research and outreach in order to find the right partners. When choosing a brand partner, it’s important to keep your purpose (remember Step #1 ?) and your target audience in mind. In other words, ensure that your brand partners align with your values, your niche, and your audience’s interests in an authentic way.

In the end, the work it takes to find the right brand partners goes a long way. And once the cash starts rolling in, it’ll all be worth the effort.

The idea behind an affiliate program is pretty simple: you promote a company’s product with a unique shopping link and then earn a commission from any sales made through that link. Easy, right?

No matter your niche, there’s an affiliate program out there with products that you can organically recommend to your YouTube subscribers . All you need to do is look for them. (And a little Google search never hurt anybody, right?) 

Even better? YouTube has its own affiliate program , so you can start earning an affiliate income without even leaving the platform.

As a YouTuber, you can also rake it in by selling subscription-based content to your subscribers. 

When you set up a YouTube channel membership , your subscribers will pay a monthly fee to access exclusive content and other perks through your channel. In essence, these subscribers are paying for a subscription to your channel — and these subscriptions are a great source of recurring monthly income.

If you’ve joined the YouTube Partner Program and meet other eligibility requirements , you can start earning cash through channel memberships today.

Step 4: Outline your operations

Getting your channel’s operations in order is crucial to laying a solid foundation for your YouTube business. 

So, what does “operations” mean when it comes to a YouTube channel? Your operations are everything that make your content creation process possible. When laying out your operations, you’ll want to outline your production process (from content ideation to upload), along with compiling the tools and software you need to make it happen .

Need help organizing your operations? Our YouTube Business Plan Templates Bundle will have you sorted out in no time.

In addition to walking you through the rest of your YouTube business plan, this template bundle provides you with a YouTube operations template that ensures you hit every mark when it comes to establishing your channel’s operations.

Sounds good? Get our YouTube Business Plan Templates Bundle for free now .

Step 5: Create a budget

What’s a business plan without a budget? In order to set your YouTube channel up for success, you’ll need to get clear on how much money you expect to bring in (and how much money you expect to spend!) In other words, you’re going to need to create a financial plan for your YouTube business.

To go about this, you’ll need to break down all of your monetization methods and project the revenue they’ll bring in over time , as well as determining your channel’s fixed and variable costs, and your break-even point .

Don’t want to miss a beat creating your YouTube budget? Then we’ve got just the template for you.

With step-by-step instructions and helpful fillable tables, our YouTube Business Plan Templates Bundle helps you create a solid, comprehensive YouTube budget, from your revenue projections all the way to your break-even analysis.

Want to create your YouTube budget in no time? Grab our YouTube Business Plan Templates Bundle for free now.

Launch your YouTube business today

And that’s it! Your step-by-step guide to launching a successful YouTube business. Now, it’s up to you to put this article (and the accompanying templates bundle ) to good use and begin plotting out your route to YouTuber stardom.

Follow The Leap on  TikTok ,  Instagram , and  YouTube  for more  monetization tips for creators.   We also make a  newsletter .

Further Reading

• YouTube Money Calculator: Estimate How Much You Can Make on YouTube
• How Much Do YouTubers Make? (+Free YouTube Money Calculator)
• YouTube Monetization Requirements: How to Monetize Your Videos
• YouTube Shorts Monetization: How To Start Earning (Even Without 1,000 Subscribers)
• How Many YouTube Views Do You Need To Make Money?
• 11 Tips for Getting Your First 1000 YouTube Subscribers
• How To Sell Digital Products Online: A 6-Step Launch Checklist

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How to Get Started with Small Business Video Marketing

As a small business owner, you have a lot to deal with. The last thing you probably want to do is add video marketing to your list of responsibilities, especially if you have no experience with video and don't know where to start. Many small business owners and entrepreneurs are hesitant to use video marketing because they think it's too complicated, time-consuming, or even expensive. You're not alone: 16% of non-video marketers don't use video marketing because they don't have time, while another 17% don't use video marketing because they think it's too expensive. Video marketing doesn't have to cost a lot of money or take up a lot of your time. This article will show you some time-saving AND cost-effective ways to quickly get started with video marketing for your small business.

Why small businesses should use video marketing

We see big-budget videos from brands like Nike all the time, so making a huge impression with video on a budget may feel impossible. But one of the biggest benefits of video marketing, is that small-budget videos have the potential to go just as viral as more established brands. Even for a mom-and-pop shop, video can be a great way to attract new audiences, engage and delight existing customers and even generate sales.

5 video marketing ideas for small businesses

There are so many ways you can use video for your small business, and it can be a little overwhelming to know where to start, especially if you don’t have much time. Don’t worry! To help save you save some time (and money), here are five results-driven types of videos any small business can default to.

1. Brand story videos

Brand story videos give people more insight into your business’s history, your mission, and what sets you apart from your competitors. 64% of consumers find brands that communicate their purpose more attractive, and 52% say they’re more motivated to buy from certain brands if they stand for something bigger than just their products and services and if the brand values align with their own personal values. Therefore, getting personal about your background and your values, especially in a medium as intimate and immersive as video, could be the thing that spark’s a sense of connection.

In her brand story video , Satya founder Patrice Mousseau talks about how her daughter's skin conditions and eczema diagnosis motivated her to create non-toxic and fragrance-free skin products. We love this video because it's brief and straightforward. Standing in her kitchen, Mousseau looks directly at the camera and shares her experience in a little under a minute. She also makes the video intimate by inviting her audience into her space.

2.  Product videos

Product videos show off your products, their benefits, and how they work. 96% of people have used video to learn more about a product or service, so product videos are an excellent way for small businesses to show their products in action and get seen by potential customers.

Teton Sports is a Women-Owned Small Business (WOSB) that sells outdoor adventure gear. In this product video ,  they show off one of their canvas tents in action. This video just has music, captions, and a quick demonstration. It’s a great example of a simple and to-the-point video that can easily be made on a small budget — and it has over 40,000 views.

3.  Educational videos

Educational videos allow you to establish yourself as an authority or expert in your field by educating your audience on topics in your industry or niche. This can come in the form of guides, tutorials, Q&As, or tips and tricks. Rather than explicitly selling your products or services, you instead provide value to your audience by teaching them something new — usually how to complete a task — related to the product you sell.  This helps build trust with your audience and gain more credibility in your industry.

View this post on Instagram A post shared by Deadstock Coffee & Gallery (@deadstockcoffee)

In this tutorial , Deadstock Coffee & Gallery shows its audience how to make coffee at home. The video is educational and also has no high production value. Small businesses on a budget and with limited time can create something similar using just their cameras or smartphones without relying on any fancy video tricks.

4. Social proof videos

Social proof is the idea that the actions and opinions of others influence our behavior. When it comes to your small business marketing videos, you can use the authority and influence of people outside your business to create social proof and build positive brand sentiment. These types of videos can include customer testimonial videos and product reviews, video collaborations with brand ambassadors or influencers, or user-generated video content from your customers on social media.

Health and beauty brand Unwrapped Life reshares Instagram video reviews from its customers on their Instagram highlights. If you're already pressed for time, then resharing videos like this is an excellent tactic for your video marketing because you don't have to create new videos from scratch. And you also boost your social proof by showing off your customers raving about your products.

5. Behind-the-scenes videos

Behind-the-scenes videos give your customers a glimpse of the person or people behind your business. For example, you can create meet-the-team videos, share personal stories, or highlight day-to-day activities in your business, including how your products are made or your interactions with customers. One of the advantages of behind-the-scenes videos is they don't require much time to create. Kirrin Finch , for example, is a conscientious menswear-inspired apparel, and on their Instagram account, they have this short behind-the-scenes video clip that shows how they create their clothing.

View this post on Instagram A post shared by Kirrin Finch (@kirrinfinch)

How to quickly create marketing videos for your small business on a budget

Here are some steps you can take to create effective videos for your small business  in a day or two (or even in hours) and at a low cost.

Step 1: Establish your goal

Before you get started creating your video, you’ll first need to set some clear goals. One way you can do this by starting with the big “WHAT.” Ask yourself, “ what is the purpose of my video?” This will help you define your goal. Here are a few examples of some goals you can create and the types of videos to go along with them:

• To increase brand awareness (brand story videos)
• Drive sales (product videos)
• Educate your customers (educational videos)
• Increase credibility and trust (social proof videos)

Every decision you make with your video must align with your goals.

Step 2: Come up with ideas

Start by getting ideas and taking inspiration from your peers, competitors, and larger brands. If you're on Twitter, you can create Twitter lists or use the pages to watch features on Facebook to spy on your competition and on larger brands. Watch their videos and take note of their strengths and identify areas of weakness you can improve on. If you have a blog, then you can also use your website analytics to identify top-performing posts and then repurpose that content in your videos. Lastly, if you already have a social media presence, you can get ideas for topics by analyzing your top-performing posts. You can also set up some social listening to help you  keep track of frequent comments and questions  from your customers you can address in videos.

Step 3: Prepare a script

Writing a script will help you create structure for your video, build a narrative, and map out the entire flow for your video. And if you’re camera shy, having something planned and written out may also help reduce nerves. Depending on the goals for your video, you can  include things like an introduction, call to action (CTA’s), product features, etc. Here is a detailed step-by-step guide for creating a video script.

Step 4: Gather your tools

Before you get started filming, gather all the tools you’ll need for your small business video production. For filming, you don’t need any fancy or expensive camera equipment. Just your smartphone will do. You can also purchase an affordable tripod for your smartphone to help prevent shaky videos and a microphone to help enhance your video’s audio. You can also create free video thumbnails and video cover art on Canva . And lastly, here are six easy-to-use video editing software for small businesses that’ll make your final videos look professional and well-edited.

Step 5: Select your location

Don’t forget about the location, location, location! If you’re shooting indoors, make sure your subject or products are well lit . And when shooting outside, closely observe where the sun is to prevent glare or shadows. Whether you're shooting indoors or outside, choose a location free of any background noise or unnecessary distractions.

Step 6: Hit record

After you've done all the prep work, you're ready to record! And remember, you don't have to be Martin Scorsese or aim for high-quality video production. Rather than striving for perfection, focus on bringing your authentic self and communicating your small business's core values to existing and new customers, flaws and all. Now: lights, camera, action!

Four low-cost tips for promoting your small business videos

Now that you’re done with the video production, it's time to focus on promotion and distribution. Again, this can be done on a small budget by following these tips.

1. Share your videos on social media

According to a report from the Pew Research Center, seven in ten people are on social media. Therefore, social media is one of the best places to promote your video, and Buffer makes it easy for you to share your videos across multiple platforms quickly. We also have guides to help you get set up and optimized on YouTube, which as the most widely used social media platform, is an excellent platform to promote your videos.

2. Use video on your landing page

84% of people have been convinced to buy a product or service after watching a brand video. Since your website is where people will most likely go to purchase your product or services, it makes sense to have a video about your business on your landing page to help drive sales.

If you're a new small business and don't have a website yet, you can use our   Start Page to create a mobile landing page. On your page, you even have the option to include a link to a YouTube video you want your target audience to see.

3. Partner with influencers

The benefit of working with influencers is they can help your brand get larger exposure and reach and also increase your social proof.  Not only do 49% of consumers depend on influencer recommendations, but 40% have made a purchase after seeing something on Twitter, YouTube, or Instagram . For small businesses, micro-influencers are often the best to collaborate with because they have a niche target audience or a smaller but well-engaged following than larger influencers. They also tend to be more affordable or are willing to do partnerships in exchange for free products.

4. Use paid social advertising

Boost your videos and help them get seen by more people by using paid social advertising, especially if you've noticed they're already doing well organically . Facebook ads or Instagram ads are the most commonly used ad platforms by small businesses, and the advantage of using either one is your ads will never cost more than you have to spend.

Use Buffer to help manage your small business video production and distribution

Small business video marketing may seem time-consuming, expensive, and intimidating. But it doesn't have to be. Buffer has a wide range of tools and resources to help small business owners, startups, and entrepreneurs with their video marketing strategy and content marketing campaigns. From time-saving templates , a free landing page for your small business, a scheduling tool to help you plan and distribute your social media posts, to a library full of free resources like this one, Buffer is an all-you-need marketing tool for small businesses.

Did you find this article helpful? You might also like our all-you-need social media toolkit.

The all-you-need social media toolkit

Publish Flawlessly. Analyze Effortlessly. Engage Authentically.

Buffer is the all-you-need social media toolkit that lets you focus on doing what you love for your business.

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The Ultimate Guide to Creating Marketing Videos for Your Business

Digital marketing is the future of advertising and marketing. One of the best ways your business can utilize this channel is with video marketing. By using a few basic techniques, you can gain a tremendous amount of new customers and traffic around your products or services. While getting started with video marketing may feel like an intimidating task, especially if you have little filming and editing experience, we’re here to show you how.

In this article, we will break down the essential components of video content marketing: the different types of marketing videos, how to create them, and how to optimize their reach through your social media platforms. Nailing down these basics will help you elevate your digital marketing presence, increase ROI, and draw in new customers.

Whether you are looking to start video marketing for your small business or would like to enhance your company’s content, you can benefit from these tried-and-true digital marketing tips. Below you will find our ultimate guide on how to make video marketing work for your business.

And if you’re looking for the perfect tool to help you create your marketing videos, we highly recommend the PowerDirector for Business editing suite to help you along the way. With hundreds of pre-made templates and access to a massive stock library on top of an award winning editing platform, you can start creating everything we’re about to discuss in a snap! Be sure to check it out.

Here’s a breakdown of what we’ll cover:

• The Different Types of Marketing Videos
• Product and Demo Videos
• Brand Videos
• How-to and Educational Videos
• Customer Testimonial Videos
• Announcement Videos
• Expert Interviews
• Social Media Feed and Story Videos
• Paid Social Media Ad Videos
• Explainer Videos
• Influencer Videos
• Event Videos
• Live Streams
• 360°, Virtual Tour, and Virtual Reality
• Augmented Reality
• Personalized Message
• How to Make Videos to Successfully Market Your Business
• How to Write and Plan a Marketing Video
• Filming vs. Stock Footage
• What is the Right Video Equipment?
• How to Find the Right Video Location
• How to Cast Your Video
• How to Shoot
• How to Edit
• Using Videos Throughout Your Brand’s Social Media and Marketing Channels
• Company Website
• Video Hosting Platforms
• Social Media Strategy
• Timing, Titles, and Comments
• Create a Funnel
• Tracking and Measuring Your Marketing Video’s Success
• Setting Goals and Analyzing Results
• Sharing and Commenting
• Completion Rate
• Click-through Rate
• Conversion Rate
• Bounce Rate
• To Wrap It Up

1. The Different Types of Marketing Videos

If you are new to producing marketing videos , you may not realize how many types of videos marketing experts create. Read ahead to learn more about the different kinds of marketing videos and how they can help spread the word about your business.

1. Product and Demo Videos

One way to show customers the perks of purchasing your products or partnering with your business is by demonstrating what you do. Product and demo videos highlight the essential features of your products and services and make them more accessible to customers.

Product videos are often short and sweet—many are 20 seconds or less—to emphasize the key benefits of your products. These videos should convince customers that they can benefit from your business by showing them exactly what they can expect to receive.

Check out our article about how to make a product video for your Shopify store for an example of this video type.

2. Brand Videos

Brand videos showcase the missions and goals of your business rather than its products and services. These videos are often part of a more extensive advertising campaign to bring awareness to your company and engage potential customers.

Here’s a great example of a simple, yet compelling brand video that tells you the unique qualities of the business pairs with compelling video:

3. How-to and Educational Videos

How-to videos are similar to product and demo videos, but they focus more on the fine details of how to use your products. Customers may watch a how-to or educational video after purchasing your product or while researching a potential buy.

Our create a how-to video for your product article goes into more depth about these informational videos.

4. Customer Testimonial Videos

Let the people who already love your product speak for you. Customer testimonials provide essential information about your products and services. Incorporating them into your marketing campaign is an excellent way to show viewers real-life examples of how they can benefit from your company.

5. Announcement Videos

Does your business have an upcoming announcement about new products, better services, or exciting changes? Creating video content about your announcement is an effective way to engage your audience, especially if the announcement comes from your own employees.

Follow these steps to produce a successful announcement video:

• Introduce an overview of the announcement.
• Go into more detail about the new products or services and how they can benefit the audience.
• Briefly demo the products or services.
• Wrap the video up with a call to action.

6. Expert Interviews

Interviewing experts in your field on camera is an easy way to establish credibility about your products and services. Experts can convince customers that your products work and create a sense of authenticity surrounding your brand.

7. Social Media Feed and Story Videos

Social media has become a game-changer in the world of digital marketing. One way to utilize its various platforms to promote your brand is through feed and story videos. Feed videos should draw in your audience as they scroll through their social media page, while story videos are more casual, real-time snippets of day-to-day life about you and your employees.

CyberLink’s Facebook video ad template makes it easy to create the perfect video for your business’s Facebook page.

8. Paid Social Media Ad Videos

Creating marketing videos to insert as paid ads on Facebook, YouTube, Instagram, Twitter, or TikTok can help your business reach a broader audience than those who already watch your content.

Paid social media ads should include an eye-catching hook and pack hyper-engaging content in a short time frame. You want viewers to connect with the video in the first few seconds and continue watching after the ad becomes skippable.

You can use an ad maker or ad creator to construct an engaging social media ad video. For more information about creating the perfect paid social media ad, check out our Facebook ads blog post .

9. Explainer Videos

Have you ever seen an infomercial that starts with black-and-white footage of a person struggling with an everyday task, followed by brightly colored clips about how a product can solve their problem?

These problem/solution videos are also known as explainer videos, and they often focus on how a product or service can help the targeted customer base. You can use these marketing videos to highlight how your products or services can make your customers’ lives easier.

10. Influencer Videos

Individuals with widespread social-media followings are often considered influencers, and as their name suggests, they hold powerful influence over consumer decision-making. Hiring an influencer to review your products or services is a foolproof way to gain new customers.

• Identify the problem that your business has solved.
• Use real-life examples of how they have benefitted from your business.
• Establish authenticity and credibility to connect with their audience.
• Adopt an engaging, persuasive tone to convince their audience to purchase your products.

11. Event Videos

Does your business have an important event coming up? Event videos provide information about upcoming events and persuade your target audience to take part. They also highlight past events to bring awareness to your brand.

12. Live Streams

Live streams invite viewers to see behind-the-scenes footage about your company in a more casual, intimate setting. These videos often include interviews, Q & A segments, presentations, or event footage, and they provide viewers the opportunity to engage through a live comment section.

13. 360°, Virtual Tour, and Virtual Reality

Virtual tours allow your audience to walk through your business or view products through a 360° lens. Museums often use these marketing videos to enable customers to experience exhibits from the comfort of their homes while also generating excitement about the attractions.

14. Augmented Reality

A newer video style, augmented reality allows viewers to incorporate digital items into their live camera footage. Some furniture companies use augmented reality to help customers visualize what a couch or table would look like in their living spaces.

15. Personalized Message

Creating a personalized video for a specific customer or group of customers is a unique way to humanize your company. These videos may also foster engagement from customers who would like their own personalized video message, almost elevating your brand to celebrity status.

These fifteen different types of marketing videos offer just some of the many ways you can incorporate video footage into your digital marketing campaign.

2. How to Make Videos to Successfully Market Your Business

Now that you know about the different types of marketing videos, it’s time to dive into how you can create a successful video for your business. Check out the following guide to gain an overview of the digital video production process, then read our complete guide to video making for small businesses for a more in-depth look.

1. How to Write and Plan a Marketing Video

The first step toward creating an engaging marketing video is nailing down a few key details: your goals, target audience, and platform.

1) Determine Your Video’s Goals

Before you can begin producing a powerful marketing video, you should determine the video’s purpose on a broader marketing scale. Talk to your team about what goals the video should accomplish—every step you take hereafter will reflect these goals.

2) Identify Your Target Audience

Once you settle on the purpose of the video, determine your target audience. Are you trying to engage existing customers or draw in new ones? Do you want to connect with a younger generation or an older one?

Determining your audience will allow you to shape your video toward the interests, struggles, or needs of a specific demographic.

3) Decide on a Sharing Platform

The platform on which you plan to share your marketing video can determine some of the constraints you will face or opportunities you can utilize during production. If you plan to share it on a social media story, for example, your video can feel more casual and laid back and may require less editing.

4) Write a Script

After you determine these three critical components of your video, you can begin writing a script. Some businesses may try to skip this step in the interest of time. However, developing a clean, detailed script will save you time in the long-run and ensure that every line of your video points back to your overarching goals.

We recommend beginning your script with an outline. This outline may include bullet points detailing the actions or images in the video, and you can write the script to match these ideas later on.

Here are a few tips to craft an engaging and informative video script:

• Begin with a hook that encourages viewers to continue watching.
• Clarify the purpose of the video early in the script.
• Keep your script shorter than you think you will need to meet your desired time requirements.
• Conduct frequent table reads to see how your script sounds in real time and make any necessary changes before filming.

2. Shooting Video vs. Stock Footage

While filming content for your business can be a great way to capture your story, it can also be time consuming and expensive. One alternative to supplement your videos while saving time and money is to use stock footage. Believe it or not, you can use other peoples’ footage and create almost anything you can imagine without even owning a camera. With great programs like PowerDirector for Business and the Promeo App , you not only have a great editing platform, you have access to thousands of video clips shot by professionals that you can use, all royalty free and included with the software. Consider stock footage if filming is out of reach for your project!

3. What is the Right Video Equipment?

To film a high-quality video, you will need the right video equipment. While 20 years ago, you would have needed to spend thousands of dollars on cameras and sound equipment to produce a decent video, you may already have the items you need on hand.

If you have never filmed a marketing video before, you may want to start by using a camera you are already familiar with: your iPhone or Android phone camera. Modern phone cameras produce clear, high-quality footage through automatic settings, so you will not have to mess around with aperture or frame rate.

After you graduate from a phone camera, you can look into using professional cameras like DSLRs or prosumer cameras to upgrade your video quality.

One essential element that separates professional videos from amateur ones is lighting. Incorporating bright, clear lighting and limiting shadows in your video is an easy way to elevate your footage and draw in viewers.

Many professional filmmakers utilize three light sources in their videos: a key light, a fill light, and a backlight. The key light illuminates your subject, the fill light eliminates shadows, and the backlight separates your target from background objects.

If you would rather not invest in lighting, using natural light in an outdoor setting can provide an omnidirectional glow for free.

Whether you decide to shoot with an iPhone camera or a DSLR, we recommend using an external microphone rather than the one built into the camera. External mics pick up audio at greater distances and create a more professional sound for your video.

Videographers use several types of external mics in marketing videos. Lavalier microphones attach to your talent’s shirt and pick up their voice clearly and loudly. Shotgun mics rest on a mic stand and pick up target noise and background noise in a natural, smooth-sounding way.

You should choose audio equipment that complements your video’s action and allows viewers to understand your message clearly.

4. How to Find the Right Video Location

The location at which you film your video is a critical component of your video’s success.

Many small businesses choose to film their marketing videos in or around their buildings. If you have an empty conference room, a spacious lobby area, or a parking lot out front, you may want to utilize these free, easily accessible locations for your video.

Some businesses film in well-known areas of their cities to attract local customers. Others shoot their videos in a professional studio.

As you consider the right location for your marketing video, think about where you can best showcase your video’s content while sticking to your budget. Be sure to scope out the site before filming day to determine any lighting or audio changes you will need to make.

5. How to Cast Your Video

Your cast plays a significant role in the quality and authenticity of your video. Many businesses choose to include real-life employees in their films to save money and allow viewers to connect with their staff.

If you decide to include your employees in your video, keep in mind that they probably have little-to-no camera experience. They may need more practice and coaching before they can act naturally in front of the camera.

If your budget allows, you may want to hire professional actors to provide smooth, natural content instead.

6. How to Shoot

Shooting a professional video requires years of training and experience. But if you are new to the video production process, you may want to focus on these essential tips:

• Include shots from a variety of angles and distances.
• Use the rule of thirds to organize your subjects within the frame.
• Shoot plenty of b-roll to fill gaps in footage.

7. How to Edit

Now that you have shot your video, it’s time to edit your footage together and add finishing details. To start, you’ll need a great editing platform. CyberLink has built upon it’s "award-winning" editing program to create an application that is custom tailored for creating videos for business.

With all of the editing tools, effects, and power of a professional editing suite, we’ve also included hundreds of pre-made templates to make editing a breeze. Also included is access to a massive stock library where you can use professionally shot footage, free to use for your videos. Check out PowerDirector for Business and see how it can streamline your business video creation!

Organize Footage

First, upload your footage into a video editing software such as PowerDirector 365. Sort your clips into primary and b-roll categories and begin planning how you will edit them together to create a cohesive story.

Use your editing software to splice, merge, and connect your clips into one video. If you plan to edit from your computer, check out this review of the best video editing software . If you would prefer to edit from your iPhone or Android device, read about the best apps to create marketing videos .

Effects and Titles

Once you clean up your clips and edit them together, you can add effects and titles to elevate your footage. Check out these cool video effects you can add through PowerDirector.

If you pay attention to the professional commercials and marketing videos you see daily, you’ll realize that they all have background music. Adding music to your footage adds a layer of professionalism to your video and covers up any awkward background noise or pauses.

PowerDirector offers royalty-free music that you can easily add to your marketing video. Choose a song that complements your video’s tone and style, and make sure you keep it at a low volume to avoid overpowering your script.

Once you add the finishing touches to your video and feel confident about the final product, export your footage in the highest quality resolution you can. A resolution of 4K or higher will provide the clearest quality.

For more information about editing, check out our ultimate guide to editing videos on your phone .

This guide covers the basics of how to prepare for, film, and edit your marketing video, but you should plan to spend some time researching and practicing before filming day comes. A low-quality marketing video can portray a negative image of your business and convince viewers not to purchase your products or services.

If this all seems a bit overwhelming another approach to video editing is using template-based software and apps .

3. Using Videos Throughout Your Brand’s Social Media and Marketing Channels

Now that you understand how to produce your video, you should begin learning about the different ways you can utilize video marketing for business to further your brand. There are many ways your business can benefit from video marketing.

1. Company Website

Your company’s website should be the epitome of your digital marketing campaign and the ultimate representation of your brand. Research has shown that including video marketing on your site can increase your click-through rates and revenue, so you should incorporate several marketing videos throughout your site to engage viewers and convince them to act.

Your website’s homepage or landing page is an excellent place to post introductory content that provides an overview of your brand and services. If your company offers several tutorials or demo videos, you may want to confine them to their own page. Meanwhile, educational videos can complement written content on service pages.

If you use an HTML website, you will need to embed the videos in your site by copying and pasting the embed code into your HTML. If you use a website-hosting platform like Wix or WordPress, you can upload your videos through the site’s editing tools.

We recommend including most of your videos on your website, even if you plan to post them on other platforms as well. Doing so will provide customers easy access to your video content and encourage them to return to your site for information rather than your YouTube page.

2. Video Hosting Platforms

3. social media strategy.

Given the ubiquity of social media, businesses should have an active social media presence to stay current and connect with potential customers. Here’s how you can utilize each of these social media platforms to promote your business.

Facebook and Instagram

Facebook and Instagram are perhaps the two most popular social media sites in existence. These platforms invite users to share photos and video content, while Facebook makes additional room for text posts, links, and news articles.

In terms of videos, both of these sites utilize a feature called silent autoplay. To best engage your audience silently, your videos should be visually stimulating, include closed captioning or text graphics, and feature motion within the first few seconds to catch users’ attention as they scroll.

Posting your video marketing content on your Facebook and Instagram pages is only the first step of utilizing these platforms to their full potentials. You also need to have a balance of engaging captions , photos, and text posts.

Twitter differs from Facebook and Instagram in that the majority of its content is text- and image-based. You can still benefit from sharing video content to this site, but you should keep your clips short and sweet to engage viewers with short attention spans.

Twitter is also an excellent platform to build personal connections with your followers. Big brands like McDonald’s and Walmart utilize the site to have back-and-forth conversations with customers through witty one-liners or heartfelt comments. You can use this site to engage customers on a more personal level as well.

LinkedIn is the professional cousin of Facebook, and businesses often use this platform to post announcements, reach out to potential employees, and share footage of conferences or industry events. Recently, LinkedIn has begun allowing brands to post video content to their pages, so you can share your marketing videos on this platform as well.

4. Timing, Titles, and Comments

Research shows that the best times to post on Instagram and Facebook are lunchtime and in the evenings. You can schedule your posts in advance to make sure they hit your page at the most optimal time.

Instagram videos need to be one minute long or less. If they are longer, viewers will have to click to continue watching on your Instagram TV, discouraging many from finishing the video. Facebook videos can be up to 240 minutes long, but unless your video is incredibly engaging, you cannot expect users to watch more than a few minutes of your content.

In general, you should keep your social media videos as short and action-packed as possible while still conveying a compelling message.

Aside from your video’s thumbnail, the title or caption is the first element that viewers see after stumbling upon your content.

Your video’s title should be straightforward, unique, and appealing. Steer clear of “click-bait” titles or those that mislead viewers into thinking they will see something dramatic, dangerous, or exciting in the video. Instead, title your video with a persuasive phrase that accurately reflects the content.

Interacting with viewers’ comments is a great way to connect with your customers. Whether they post a complaint about your products (as many are wont to do) or simply comment on the video’s content, responding in a professional, friendly manner shows viewers that you care.

5. Create a Funnel

A social media marketing funnel is the path your customers follow as they move through your social media platform. The journey should follow these steps:

Drawing viewers in with an eye-catching video thumbnail or an attention-grabbing first few seconds of your clip makes a world of difference when it comes to gaining views.

Engaging, exciting content encourages viewers to continue watching your videos after the first few seconds.

Your marketing videos’ overarching goal should be to persuade viewers to purchase your products or hire your company. Keep this purpose in mind as you share content to your social media platforms.

If your social media marketing efforts are successful, they will allow you to close a converted lead.

Check out our article about building a high-converting sales funnel using video for more information about this marketing strategy.

Sharing your video marketing content to social media is an excellent way to engage a broader audience and connect with your customers. However, you should be sure to make intelligent marketing decisions about how, where, and when to post your content to foster the most success.

4. Tracking and Measuring Your Marketing Video’s Success

Posting a video to your website or social media page should not feel like you are sending it off into the void of the unknown. The most successful businesses continuously track their content and measure its success through view counts, shares, comments, and more.

1. Setting Goals and Analyzing Results

In theory, you want each video you post to your social media page or website to get as many or more views than the one before it. Set goals for your content, and if you find yourself falling short, analyze how you can adjust your videos to meet those goals better.

2. View Count

Keeping track of your view count for each video is a straightforward way to measure its success.

3. Play Rate

A video play rate measures the ratio of plays to impressions. If most of your followers see your video on their feed but do not stop to watch, your play-rate will be low, and you may want to rework your content to be more engaging.

4. Sharing and Commenting

Shares are excellent indications of your video’s success. If viewers share your content, this means they want their own friends and followers to view it as well.

The number of comments on your video only partially indicates its success. Users may be more apt to comment if they disliked the video than if they enjoyed it. Though negative attention can help your video reach a broader audience, you want your comments to convey a positive image of your business overall.

5. Completion Rate

Your video’s completion rate shows how many viewers watched your entire video. If your customers are not finishing your videos, consider how you can make them more attention-grabbing from beginning to end.

6. Click-Through Rate

Your click-through rate indicates the number of users who clicked on your content versus the total users who viewed your page. You want your click-through rate to be high, as this indicates that your content is engaging enough for visitors to view.

7. Conversion Rate

Your conversion rate is the number of visitors who complete a goal, such as purchasing your products or hiring your company, versus the total number of visitors. A high conversion rate indicates your marketing content is successful in helping you gain new customers.

8. Bounce Rate

Your bounce rate indicates the number of users who visited your site without clicking through to other pages. Learning the ins and outs of these statistics will help you shape your marketing content to best suit your audience.

5. To Wrap It Up

Creating a successful video marketing campaign may feel like an overwhelming task, especially if you are new to the world of digital marketing. It takes time to learn the ropes of video marketing, and you should have patience as you sort through which strategies work best for your company and target audience.

The types of marketing videos you produce and the quality of your footage and editing can significantly affect your video’s success. Similarly, posting your marketing videos to the appropriate social media sites will impact the audiences they reach.

You should also learn the basics of web traffic analysis to determine whether your videos are successful and what changes you should make to future content. Our introductory video marketing blog post offers additional helpful tips about getting started with the digital marketing process.

Once you begin to feel more comfortable with video marketing, you will see what dramatic improvements it can make for your business’s ROI and profitability.

Check out CyberLink PowerDirector 365 Business and Promeo on Android and iPhone today to learn how these programs can give your marketing videos a leg up over the competition.

Related Articles:

• Video Marketing Strategy
• Creating Marketing Videos
• Intro to Video Marketing

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Recommended products:, powerdirector 365.

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How to plan an effective video marketing campaign

Heads up! This content is relevant for Clipchamp for personal accounts. Try this link If you're looking for information about Clipchamp for work accounts.

On this page

1. Define your goals and marketing pillars

2. choosing the right platform for your target audience, 3. define your video marketing budget, 4. assign batch creating days to create content efficiently, 5. venture into ads when you’re ready, 6. test and learn with the creative look, feel, and ctas, plan your next video marketing campaign for the best results.

Struggling to create a video marketing campaign that outshines your competitors? Video marketing has taken over the way businesses and content creators communicate with customers. It’s cost-effective, time-efficient, and one of the preferred ways to learn about a product or service. And video marketing is not showing any signs of slowing down soon. 

Most marketers have caught on to the power of video marketing. 86% of businesses use video as a marketing tool, and 93% of marketers who use video say it’s an important part of their marketing strategy. If your marketing goal is to increase traffic to your website, then creating social media ads, email campaigns, and content marketing campaigns might be the best option for your business. Plus your videos should be optimized for search engines.

So how do you create a successful video marketing campaign? Read on to explore how your business can plan your next video marketing campaign with Clipchamp’s free online video editor .

When planning your video marketing campaign, there are plenty of things to consider. What is the purpose of your video? Is it to increase brand familiarity, launch a new product, increase sales during a proportional period? Your marketing strategy goals will usually land under three different umbrellas, awareness, consideration, and action. Let’s break them down. 

Video is considered a powerful awareness tool as it’s fast at portraying ideas, messages, and emotions. Video is essential for new businesses that don’t have a large audience yet or are unfamiliar with the core product, or service. Think about it like this, if a newly opened animal rescue shelter embeds an introductory video on their website, it will generate better conversion rates, and the video could eventually be repurposed for different channels.

Consideration

The consideration stage is when your audience is already aware of the product or service, but customers still are deciding whether to purchase or not. Make sure to consider which level your customers or target audience are at before making your video marketing campaign . If your marketing campaign objective is a consideration, a bumper ad or a six-second video may be the appropriate choice. Bumper ads can extend the reach of an existing campaign and complement broader messaging. In essence, marketing in the consideration stage is a means to an end. 

The third video marketing pillar is conversion. Here’s where your business has the opportunity to educate prospects about your industry and how you can solve their pain points, or add value to them. Rather than creating another video ad, dive into educational content, tutorials, and how-to videos.

Video ads were once targeted towards spreading brand awareness, but now they’re increasingly becoming the driving source of real customer action. Just placing a call to action (CTA) in the description of your video ad or placed as a button within the video, can lead your audience to purchase, sign up, or follow through. 

Retention is often an overlooked pillar in a business’s marketing strategy, but it’s one of the most important elements. How can your business continue to add value to customers’ lives after their purchase? Follow-up emails, FAQs, educational videos, and special features are simple and easy ways to retain your customers.

Make professional videos in minutes

The next step is to choose platforms to post your marketing videos on that resonate with your audience. What kind of video content does your target audience like watching? Which social media platforms are they regularly using? If your target audience is mainly millennials and Gen Z’s, TikTok might be the appropriate choice to gain the most exposure. But if your target audience is males between the ages of 25 - 34 years, Facebook might be your go-to platform. To help you land the right intersection, here’s an overview of online video’s top channels. 

YouTube is the largest video-sharing platform in the world, with 95% of its viewers aged 18 - 29 and 7 out of 10 viewers going to YouTube to search for solutions and acquire new knowledge. Explainer videos are one of the most popular online video types because of this trend in self-directed learning . If your product or service can be angled in a way that teaches or solves a common problem related to work, studies, or hobbies, YouTube might be where your video needs to live.

YouTube ads and YouTube Shorts are other elements that go hand in hand with YouTube channel video uploads. YouTube ads are 95% viewable and are easily accessible to marketers via users’ keyword searches. And YouTube Shorts give businesses a higher exposure rate. Whether you’re creating a product demo, how-to video, sharing sponsored content , or simply publishing a quick YouTube ad, YouTube is the perfect platform for any business. 

Since the launch of the fun mobile app TikTok, YouTube might have a high competitor on its hands. TikTok and YouTube offer different values to business owners, as the apps are targeted towards different demographics and entertainment purposes. If your target audience prefers short-form 15-second videos , then TikTok is the right choice. From teen challenge videos to honest product reviews, the social media app has changed the way businesses market their content and communicate with customers. 

If you’re after quick customer feedback, selling to Gen Z, Millennials, or absolutely anyone, TikTok is extremely beneficial for lead generation. Its personalized algorithm influencers users to keep scrolling for hours on end and naturally can be a great path for businesses. 

Instagram is another social media platform that your business can easily profit from. Over 200 million Instagrammers visit at least one business profile per day, making purchasing directly from the app not unusual at all. Two-thirds of Instagram users are aged between 18 - 29, but 18 - 34 years old are the most active age group . Now with the added feature of Instagram Live Rooms video marketing on the social media app has never been easier. If your target audience frequently logs into Instagram daily, then Instagram will be the perfect platform to market on. Just like TikTok, short-form video content can be fun, quirky, and brim with personality. Especially with the help of Instagram Reels. Reel videos appear to millions of daily active users when they visit the Explore page on Instagram, alongside frequently showing up on timelines, which the algorithm does to help shake up the scrolling experience. 

There’s no denying video achieves a higher reach than static content, and Facebook agrees. More than 4 billion video views take place on Facebook every day, generating 135% more organic traffic than images. No matter if your target audience is aged between 18 - 24 or 50 - 70 years old, Facebook marketing videos can convert your audience into active shoppers.

From image ads to video ads, carousel ads, to collection ads, Facebook has a video marketing ad style to suit every business’s needs. And now the social media platform has introduced Facebook lead generation form ads as well to help businesses find leads, ask the right questions, integrate CRM s, and give your audience what they want. 

Landing page and website

No matter who your target audience is, every business should include a video marketing campaign on the website, landing page, or coming soon page . Landing pages help your email and subscriber list grow, improve SEO rankings with keywords, and promote your social media pages. But landing pages with video give you an even bigger head-start. Videos are one of the most effective ways to drive conversations , generate leads, and increase traffic to your eCommerce landing page.  It’s also a great way to increase users to stay on your website for longer. 

Already have an awesome email marketing campaign ? Try incorporating videos and watch your email open rate increase just by including the word “video” in your subject line. Pair your video with a call to action and you might just find yourself managing traffic of converts. Most of the same principles also apply to Facebook video marketing, like how titles and descriptions are better off with keywords. A functional call to action and an engaging thumbnail are also great for both platforms. Be mindful of your tags and keep testing different ones to see which keywords convert. If you’re having trouble sending large videos in your email marketing campaigns, check out our how-to guide for further assistance.

Now that we have all the groundwork sorted, it’s time to assess your video marketing budget. No matter if you’re a new or existing business, forming a video marketing budget is essential for creating successful and professional videos. You will need to consider pre-production costs, video shoot costs, and post-production costs. Making videos doesn’t have to break the bank. Start by using your smartphone camera to capture footage, along with one of our free stock videos or background music tracks. Easily edit your video with Clipchamp’s free video maker in just a few clicks. 

Batch create videos in advance to save you valuable time, money, and keep your customers and followers entertained with relevant content. Instead of uploading content directly from your camera roll to social media, batch-creating content lets you have your video content prepared, set up for scheduled uploading, and never leave your customers without valuable content. Assign yourself or your marketing team to batch creating days to focus on producing high-quality content efficiently. If you’re lacking inspiration, check out our ready-to-use marketing video templates . All you have to do is add in your personalized branding, footage, and you’re ready to go.

Video marketing doesn’t always have to be paid video ads on social media. Businesses can post regular video content to social media profiles and still receive the same amount of attention from customers, generate leads, and boost sales. 130 million Instagram users tap on shopping video posts every month, and 50% of people have visited a website to purchase after seeing video content of a product. Posting on social media is free, so if your budget is small, consider boosting engagement with video content rather than paid ads. The average Instagram business posts one a day, so venture into ads when your business is ready. There is no rush. 

A great video marketing campaign comes with a lot of trial and error. Testing videos on social media and seeing how your audience reacts is one of the most important steps. There’s no point batch creating hundreds of the same style video campaigns when your audience didn’t respond well to the first few. Start by creating a wide range of different styled ads like explainer videos, long-form videos, short-form videos, Q&As, testimonials, Live streams, demo videos, and more. See which marketing videos your audience best responds to and the different reactions they have for them. Make sure to add in many different versions of CTAs and determine which style is the most effective for lead generation. To improve your campaign over time, try marketing experiments and calibrate your tactical approach according to the results.

It’s time to plan and create your next video marketing campaign . Consider all of our tips and tricks to create the best possible video for your target audience. 

Create engaging, trending, and informative video marketing campaigns with Clipchamp.  

More from the Clipchamp blog

10 best emojis to enhance videos in Clipchamp

5 Eid video ideas perfect for social media

10 World Mental Health Day celebration ideas

Start creating free videos with clipchamp.

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Blog Marketing What is a Marketing Plan & How to Create One [with Examples]

What is a Marketing Plan & How to Create One [with Examples]

Written by: Sara McGuire Oct 26, 2023

A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers as a part of your customer acquisition strategy . It’s a comprehensive document that details your:

• Target audience:  Who you’re trying to reach
• Marketing goals:  What you want to achieve
• Strategies and tactics:  How you’ll reach your goals
• Budget:  Resources you’ll allocate
• Metrics:  How you’ll measure success

In this article, I’ll explain everything you need to know about creating a marketing plan . If you need a little extra help, there are professionally designed marketing plan templates that’ll make the process much easier. So, let’s ditch the confusion and get started!

Click to jump ahead:

What is a marketing plan?

How to write a marketing plan .

• Marketing plan v.s. business plan
• Types of marketing plans

9 marketing plan examples to inspire your growth strategy

Marketing plan faqs.

A marketing plan is a report that outlines your marketing strategy for your products or services, which could be applicable for the coming year, quarter or month.  

Watch this quick, 13-minute video for more details on what a marketing plan is and how to make one yourself:

Typically, a marketing plan includes:

• An overview of your business’s marketing and advertising goals
• A description of your business’s current marketing position
• A timeline of when tasks within your strategy will be completed
• Key performance indicators (KPIs) you will be tracking
• A description of your business’s target market and customer needs
• A description of how you will measure the performance of the strategy

For example, this marketing plan template provides a high-level overview of the business and competitors before diving deep into specific goals, KPIs and tactics:

Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy . And a well-defined plan will help you stay focused on your high-level marketing goals.

With Venngage’s extensive catalog of marketing plan templates , creating your marketing plan isn’t going to be hard or tedious. In fact, Venngage has plenty of helpful communications and design resources for marketers. If you’re ready to get started, sign up for  Venngage for Marketers   now. It’s free to register and start designing.

Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, Venngage for Marketers helps you get things done.

As mentioned above, the scope of your marketing plan varies depending on its purpose or the type of organization it’s for.

For example, you could look for performance marketing agency to create a marketing plan that provides an overview of a company’s entire marketing strategy or simply focus on a specific channel like SEO, social media marketing, content marketing and more, like in this example:

A typical outline of a marketing plan includes:

• Executive summary
• Goals and objectives
• User personas
• Competitor analysis/SWOT analysis
• Baseline metrics
• Marketing strategy
• Tracking guidelines

Below you will see in details how to write each section as well as some examples of how you can design each section in a marketing plan.

Let’s look at how to create a successful marketing plan (click to jump ahead):

• Write a simple executive summary
• Set metric-driven marketing goals
• Outline your user personas
• Research all of your competitors
• Set accurate key baselines & metrics
• Create an actionable marketing strategy
• Set tracking or reporting guidelines

1. Write a simple executive summary

Starting your marketing plan off on the right foot is important. You want to pull people into your amazing plan for marketing domination. Not bore them to tears.

One of the best ways to get people excited to read your marketing plan is with a well-written executive summary. An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.

Basically, you can use the Executive Summary as a primer for the rest of your marketing plan.

Include things like:

• Simple marketing goals
• High-level metrics
• Important company milestones
• Facts about your brand
• Employee anecdotes
• Future goals & plans

Try to keep your executive summary rather brief and to the point. You aren’t writing a novel, so try to keep it under three to four paragraphs.

Take a look at the executive summary in the marketing plan example below:

The executive summary is only two paragraphs long — short but effective.

The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. But there’s no mention of specific metrics or figures. That will be highlighted in the next section of the marketing plan.

An effective executive summary should have enough information to pique the reader’s interest, but not bog them down with specifics yet. That’s what the rest of your marketing plan is for!

The executive summary also sets the tone for your marketing plan. Think about what tone will fit your brand ? Friendly and humorous? Professional and reliable? Inspiring and visionary?

2. Set metric-driven marketing goals

After you perfect your executive summary, it’s time to outline your marketing goals.

(If you’ve never set data-driven goals like this before, it would be worth reading this growth strategy guide ).

This is one of the most important parts of the entire marketing plan, so be sure to take your time and be as clear as possible. Moreover, optimizing your marketing funnel is key. Employing effective funnel software can simplify operations and provide valuable customer insights. It facilitates lead tracking, conversion rate analysis, and efficient marketing optimization .

As a rule of thumb, be as specific as possible. The folks over at  VoyMedia  advise that you should set goals that impact website traffic, conversions, and customer success — and to use real numbers.

Avoid outlining vague goals like:

• Get more Twitter followers
• Write more articles
• Create more YouTube videos (like educational or Explainer videos )
• Increase retention rate
• Decrease bounce rate

Instead, identify  key performance metrics  (KPI) you want to impact and the percentage you want to increase them by.

Take a look at the goals page in the marketing plan example below:

They not only identify a specific metric in each of their goals, but they also set a timeline for when they will be increased.

The same vague goals listed earlier become much clearer when specific numbers and timelines are applied to them:

• Get 100 new Twitter followers per month
• Write 5 more articles per week
• Create 10 YouTube videos each year
• Increase retention rate by 15% by 2020
• Decrease bounce rate by 5% by Q1
• Create an online course  and get 1,000 new leads
• Focus more on local SEO strategies
• Conduct a monthly social media report to track progress

You can dive even deeper into your marketing goals if you want (generally, the more specific, the better). Here’s a marketing plan example that shows how to outline your growth goals:

3. Outline your user personas

Now, this may not seem like the most important part of your marketing plan, but I think it holds a ton of value.

Outlining your user personas is an important part of a marketing plan that should not be overlooked.

You should be asking not just how you can get the most visitors to your business, but how you can get the right visitors.

Who are your ideal customers? What are their goals? What are their biggest problems? How does your business solve customer problems?

Answering these questions will take lots of research, but it’s essential information to get.

Some ways to conduct user research are:

• Interviewing your users (either in person or on the phone)
• Conducting focus groups
• Researching other businesses in the same industry
• Surveying your audience

Then, you will need to compile your user data into a user persona  guide.

Take a look at how detailed this user persona template is below:

Taking the time to identify specific demographic traits, habits and goals will make it easier for you to cater your marketing plan to them.

Here’s how you can create a user persona guide:

The first thing you should add is a profile picture or icon for each user persona. It can help to put a face to your personas, so they seem more real.

Next, list demographic information like:

• Identifiers
• Activities/Hobbies

The user persona example above uses sliding scales to identify personality traits like introversion vs. extroversion and thinking vs. feeling. Identifying what type of personality your target users tend to have an influence on the messaging you use in your marketing content.

Meanwhile, this user persona guide identifies specific challenges the user faces each day:

But if you don’t want to go into such precise detail, you can stick to basic information, like in this marketing plan example:

Most businesses will have a few different types of target users. That’s why it’s pertinent to identify and create several different user personas . That way, you can better segment your marketing campaigns and set separate goals, if necessary.

Here’s a marketing plan example with a segmented user persona guide:

The important thing is for your team or client to have a clear picture of who their target user is and how they can appeal to their specific problems.

Start creating robust user personas using Venngage’s user persona guide .

4. Conduct an extensive competitor analysis

Next, on the marketing plan checklist, we have the competitor research section. This section will help you identify who your competitors are, what they’re doing, and how you could carve yourself a place alongside them in your niche — and ideally, surpass them. It’s something you can learn to do with rank tracking software .

Competitor research is also incredibly important if you are starting a blog .

Typically, your competitor research should include:

• Who their marketing team is
• Who their leadership team is
• What their marketing strategy and strategic marketing plan are (this will probably revolve some reverse-engineering)
• What their sales strategy is (same deal)
• Social Media strategy (are they using discounting strategies such as coupon marketing to get conversions)
• Their market cap/financials
• Their yearly growth (you will probably need to use a marketing tool like Ahrefs to do this)
• The number of customers they have & their user personas

Also, take as deep a dive as you can into the strategies they use across their:

• Blog/Content marketing
• Social media marketing
• SEO Marketing
• Video marketing
• And any other marketing tactics they use

Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. Bookmark has a great guide to different marketing strategies for small businesses  if you need some more information there.

You can use this simple SWOT analysis worksheet to quickly work through all parts of their strategy as well:

Click the template above to create a SWOT chart . Customize the template to your liking — no design know-how needed.

Since you have already done all the research beforehand, adding this information to your marketing plan shouldn’t be that hard.

In this marketing plan example, some high-level research is outlined for 3 competing brands:

But you could take a deeper dive into different facets of your competitors’ strategies. This marketing plan example analyses a competitor’s content marketing strategy:

It can also be helpful to divide your competitors into Primary and Secondary groups. For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.

Your most dangerous competitors may not even be in the same industry as you. Like the CEO of Netflix said, “Sleep is our competition.”

5. Set accurate key baselines & metrics

It’s pretty hard to plan for the future if you don’t know where your business stands right now.

Before we do anything at Venngage, we find the baselines so we can compare future results to something. We do it so much it’s almost like second nature now!

Setting baselines will allow you to more accurately track your progress. You will also be able to better analyze what worked and what didn’t work, so you can build a stronger strategy. It will definitely help them clearly understand your goals and strategy as well.

Here’s a marketing plan example where the baselines are visualized:

Another way to include baselines in your plan is with a simple chart, like in the marketing plan example below:

Because data can be intimidating to a lot of people, visualizing your data using charts and infographics will help demystify the information.

6. Create an actionable marketing strategy

After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.

Once again, it’s easier to communicate your information to your team or clients using visuals .

Mind maps are an effective way to show how a strategy with many moving parts ties together. For example, this mind map shows how the four main components of a marketing strategy interact together:

You can also use a flow chart to map out your strategy by objectives:

However you choose to visualize your strategy, your team should know exactly what they need to do. This is not the time to keep your cards close to your chest.

Your strategy section may need to take up a few pages to explain, like in the marketing plan example below:

With all of this information, even someone from the development team will understand what the marketing team is working on.

This minimalistic marketing plan example uses color blocks to make the different parts of the strategy easy to scan:

Breaking your strategy down into tasks will make it easier to tackle.

Another important way to visualize your marketing strategy is to create a project roadmap. A project roadmap visualizes the timeline of your product with individual tasks. Our roadmap maker can help you with this.

For example, this project roadmap shows how tasks on both the marketing and web design side run parallel to each other:

A simple timeline can also be used in your marketing plan:

Or a mind map, if you want to include a ton of information in a more organized way:

Even a simple “Next, Now, Later” chart can help visualize your strategy:

7. Set tracking or reporting guidelines

Close your marketing plan with a brief explanation of how you plan to track or measure your results. This will save you a lot of frustration down the line by standardizing how you track results across your team.

Like the other sections of your marketing plan, you can choose how in-depth you want to go. But there need to be some clear guidelines on how to measure the progress and results of your marketing plan.

At the bare minimum, your results tracking guidelines should specify:

• What you plan to track
• How you plan to track results
• How often you plan to measure

But you can more add tracking guidelines to your marketing plan if you see the need to. You may also want to include a template that your team or client can follow,  for  client reporting ,  ensure that the right metrics are being tracked.

The marketing plan example below dedicates a whole page to tracking criteria:

Use a task tracker to track tasks and marketing results, and a checklist maker to note down tasks, important life events, or tracking your daily life.

Similarly, the marketing plan example below talks about tracking content marketing instead:

Marketing plan vs. marketing strategy

Although often used interchangeably, the terms “marketing plan” and “marketing strategy” do have some differences.

Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. As a business, you can create a marketing proposal for the marketing strategies defined in your company’s marketing plan. There are various marketing proposal examples that you can look at to help with this.

A company’s extended marketing strategy can be like this:

Notice how it’s more general and doesn’t include the actual activities required to complete each strategy or the timeframe those marketing activities will take place. That kind of information is included in a marketing plan, like this marketing plan template which talks about the content strategy in detail:

Marketing plan v.s business plan

While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. Here’s a breakdown of the key differences:

Business plan is a comprehensive document that outlines all aspects of your business, including:

• Mission and vision
• Products or services
• Target market
• Competition
• Management team
• Financial projections
• Marketing strategy (including a marketing plan)
• Operations plan

Marketing plan on the other hand, dives deep into the specific strategies and tactics related to your marketing efforts. It expands on the marketing section of a business plan by detailing:

• Specific marketing goals (e.g., brand awareness, lead generation, sales)
• Target audience analysis (detailed understanding of their needs and behaviors)
• Product:  Features, benefits, positioning
• Price:  Pricing strategy, discounts
• Place:  Distribution channels (online, offline)
• Promotion:  Advertising, social media, content marketing, public relations
• Budget allocation for different marketing activities
• Metrics and measurement to track progress and success

In short, business plans paint the entire business picture, while marketing plans zoom in on the specific strategies used to reach your target audience and achieve marketing goals.

Types of marketing plans that can transform your business strategy

Let’s take a look at several types of marketing plans you can create, along with specific examples for each.

1. General marketing strategic plan / Annual marketing plan

This is a good example of a marketing plan that covers the overarching annual marketing strategy for a company:

Another good example would be this Starbucks marketing plan:

This one-page marketing plan example from coffee chain Starbucks has everything at a glance. The bold headers and subheadings make it easier to segment the sections so readers can focus on the area most relevant to them.

What we like about this example is how much it covers. From the ideal buyer persona to actional activities, as well as positioning and metrics, this marketing plan has it all.

Another marketing plan example that caught our eye is this one from Cengage. Although a bit text-heavy and traditional, it explains the various sections well. The clean layout makes this plan easy to read and absorb.

The last marketing plan example we would like to feature in this section is this one from Lush cosmetics.

It is a long one but it’s also very detailed. The plan outlines numerous areas, including the company mission, SWOT analysis , brand positioning, packaging, geographical criteria, and much more.

2. Content marketing plan

A content marketing plan highlights different strategies , campaigns or tactics you can use for your content to help your business reach its goals.

This one-page marketing plan example from Contently outlines a content strategy and workflow using simple colors and blocks. The bullet points detail more information but this plan can easily be understood at a glance, which makes it so effective.

For a more detailed content marketing plan example, take a look at this template which features an editorial calendar you can share with the whole team:

3. SEO marketing plan

Your SEO marketing plan highlights what you plan to do for your SEO marketing strategy . This could include tactics for website on-page optimization , off-page optimization using AI SEO , and link building using an SEO PowerSuite backlink API for quick backlink profile checks.

This SEO marketing plan example discusses in detail the target audience of the business and the SEO plan laid out in different stages:

4. Social media marketing plan

Your social media marketing plan presents what you’ll do to reach your marketing goal through social media. This could include tactics specific to each social media channel that you own, recommendations on developing a new channel, specific campaigns you want to run, and so on, like how B2B channels use Linkedin to generate leads with automation tools and expand their customer base; or like making use of Twitter walls that could display live Twitter feeds from Twitter in real-time on digital screens.

For B2C brands, you can target Facebook and Instagram. Gain Instagram likes to build trust for your brand’s profile and post engaging content on both platforms. Leverage AI social media tools to automate and scale your content plan..

Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:

5. Demand generation marketing plan

This could cover your paid marketing strategy (which can include search ads, paid social media ads, traditional advertisements, etc.), email marketing strategy and more. Here’s an example:

1. Free marketing plan template

Here’s a free nonprofit marketing plan example that is ideal for organizations with a comprehensive vision to share. It’s a simple plan that is incredibly effective. Not only does the plan outline the core values of the company, it also shares the ideal buyer persona.

Note how the branding is consistent throughout this example so there is no doubt which company is presenting this plan. The content plan is an added incentive for anyone viewing the document to go ahead and give the team the green light.

2. Pastel social media marketing campaign template

Two-page marketing plan samples aren’t very common, but this free template proves how effective they are. There’s a dedicated section for business goals as well as for project planning .

The milestones for the marketing campaign are clearly laid out, which is a great way to show how organized this business strategy is.

3. Small business marketing strategy template

This marketing plan template is perfect for small businesses who set out to develop an overarching marketing strategy for the whole year:

Notice how this aligns pretty well with the marketing plan outline we discussed in previous sections.

In terms of specific tactics for the company’s marketing strategy, the template only discusses SEO strategy, but you can certainly expand on that section to discuss any other strategies — such as link building , that you would like to build out a complete marketing plan for.

4. Orange simple marketing proposal template

Marketing plans, like the sample below, are a great way to highlight what your business strategy and the proposal you wan to put forward to win potential customers.

5. One-page marketing fact sheet template

This one-page marketing plan example is great for showcasing marketing efforts in a persuasive presentation or to print out for an in-person meeting.

Note how the fact sheet breaks down the marketing budget as well as the key metrics for the organization. You can win over clients and partners with a plan like this.

6. Light company business fact sheet template

This one-page sample marketing plan clearly outlines the marketing objectives for the organization. It’s a simple but effective way to share a large amount of information in a short amount of time.

What really works with this example is that includes a mission statement, key contact information alongside all the key metrics.

7. Marketing media press kit template

This press kit marketing plan template is bright and unmistakable as belonging to the Cloud Nine marketing agency . The way the brand colors are used also helps diversify the layouts for each page, making the plan easier to read.

We like the way the marketing department has outlined the important facts about the organization. The bold and large numbers draw the eye and look impressive.

8. Professional marketing proposal template

Start your marketing campaign on a promising note with this marketing plan template. It’s short, sharp and to the point. The table of contents sets out the agenda, and there’s a page for the company overview and mission statement.

9. Social media marketing proposal template

A complete marketing plan example, like the one below, not only breaks down the business goals to be achieved but a whole lot more. Note how the terms and conditions and payment schedule are included, which makes this one of the most comprehensive marketing plans on our list.

What should marketing plans include?

Marketing plans should include:

• A detailed analysis of the target market and customer segments.
• Clear and achievable marketing objectives and goals.
• Strategies and tactics for product promotion and distribution.
• Budget allocation for various marketing activities.
• Timelines and milestones for the implementation of marketing strategies.
• Evaluation metrics and methods for tracking the success of the marketing plan.

What is an executive summary in a marketing plan and what is its main goal?

An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies. Its main goal is to provide readers with a quick understanding of the plan’s purpose and to entice them to read further.

What are the results when a marketing plan is effective?

When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement , improved sales and revenue, and strengthened customer loyalty.

What is the first section of a marketing plan?

The first section of a marketing plan is typically the “Executive Summary,” which provides a concise overview of the entire plan, including the business’s goals and the strategies to achieve them.

Now that you have the basics for designing your own marketing plan, it’s time to get started:

More marketing design guides and templates:

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• 20+ Business Pitch Deck Templates to Win New Clients and Investors
• 20+ White Paper Examples [Design Guide + White Paper Templates]
• The Evolution of Marketing [Timeline Infographic]

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The Ultimate Guide to Social Media Marketing (2024 Edition)

Discover the principles and strategies for effective social media marketing in this comprehensive guide.

Perhaps one of the biggest human flaws is that we tend to be a bit impatient.

We speed date, eat fast food, use emojis instead of words, pay for overnight shipping, and get started with social media without knowing why or what to expect.

The world is moving faster than ever before. New trends and technology seem to appear overnight, and it’s becoming increasingly difficult to keep pace. So, you get the temptation to jump on the social media bandwagon without a clear picture in mind of what you want to achieve.

But, diving in without a sense of what it encompasses and how it can benefit your business can do more harm than good.

This comprehensive guide will teach you everything you need to know about how to build a social media marketing strategy that delivers value to your audience and helps your business grow.

Table of contents

The importance of social media for business, but what is social media marketing, what are the benefits of social media marketing, how do you create a social media marketing plan for your business, social media research, paid vs. organic social media, picking the right social media platforms, how often you should post on social media, the best time to post on social media, using social media to influence seo, growing a social media audience, social listening, social media community management.

• Social Media Advertising

Social Media Management Tools

Social media reporting and roi.

Should you outsource social media marketing or keep it in-house?

Not too long ago, businesses considered social media as just a passing trend, a distraction for kids with nothing better to do with their time than to scroll through endless news feeds.

Nowadays, it’s becoming clearer every day that social media is one of the most powerful marketing tools businesses have ever seen.

Get this: there are 3.77 billion global internet users, and over 2.8 billion active social media users (related: marketing statistics ). If social media were a country, it would be the biggest nation in the world.

Image Source: We Are Social

Don’t forget that due to its gargantuan size, social media can provide you with more exposure and brand awareness than any other traditional marketing tool out there. Some of the most popular platforms have become such an integral part of our lives that we are willingly telling the world about our needs, preferences, problems, and burning desires.

Savvy businesses know how to benefit from the huge amount of data that users generate in real time. Sure, the numbers are overwhelming  – every day, people send over  500 million Tweets , upload  95 million photos and videos on Instagram, and like  4.5 billion posts on Facebook . But, behind this mammoth amount of information, there are valuable insights about your customers: who they are, what they like, and what they are willing to pay for.

Social media has made it easier for brands to eavesdrop on the conversations their customers are having and take part in the discussion. Social networks can also help you gather information about your audience and create better marketing messages that fit their profile.

So, there’s no question that social media can benefit your business greatly.

Back to contents.

Imagine you are taking your first scuba diving lesson. You are given the equipment without being told what each item is, how it works, and why you need it. You wouldn’t feel too comfortable diving into the deep dark depths of the ocean without knowing how to differentiate between your submersible pressure gauge and your dive computer.

The same stays true for getting started with social media marketing without understanding what it is or how it works.

According to Wikipedia , social media marketing refers to the use of social networks to promote a product or service.

That’s a rather broad and superficial definition, don’t you think?

Let me take a swing at it.

For me, social media marketing refers to the use of social media platforms to identify and connect with key audiences in a meaningful way.

Sure, your goal is to increase brand awareness, generate leads, and promote your products or services. But, you can’t do that without building meaningful relationships with your network first.

Unlike traditional marketing, where you bombard prospects with sales messages – social media is a two-way process. You need to listen, engage, show empathy, become involved, and provide value if you want to create a seamless relationship with your prospects that can eventually lead to sales.

If you can’t do that, your social media marketing is likely to fail.

Social media has become such an integral part of a brand’s marketing efforts, that over  97% of marketers are using it .

Unfortunately, not all businesses seem to understand the benefits social media can bring. Recent studies show that about  50% of small businesses aren’t using social media marketing to promote their products/services.

That’s huge.

More than that, 25% of those businesses say that they don’t even plan to use social media in the future.

Apparently, there is a big gap between those who understand the value social media can bring and those who still see it as a passing trend.

If you’re one of the few businesses that struggle to see the value of social media marketing, here are some benefits to consider:

Brand Recognition

Consumers tend to buy from the brands that they recognize. Social media can get your business in front of the right people and entice them to engage with your brand even when they aren’t ready to make a purchase.

Humanizing Your Brand

Establishing Yourself as an Authority

Social media is an excellent platform to share helpful content that proves your expertise. Respond to industry-related questions, participate in discussions, and share valuable resources with your network to become an authority in your niche.

Improving Your Customer Service

You may think that social media is a waste of time, but your audience expects you to be there. 67% of consumers go to social media for customer service. And, this statistic is four years old; you can only imagine that the numbers have increased since then. But that’s not all: consumers expect brands to respond to their request within 24 hours or even sooner. So, while you’re ignoring social media, prospects are talking about your business online.

This list could go on forever. Social media can also help drive traffic to your site, assist with link building for SEO, keep an eye on your competitors, and so on.

But the real question is how can you build and implement a winning social media marketing plan that will reap all of these rewards.

“If you fail to plan, you are planning to fail.” – Benjamin Franklin

This quote has withstood the test of time, and it’s never been more relevant than in the world of digital marketing and social media.

Unfortunately, many business owners and digital marketers approach social media haphazardly with no clear direction. They “need to have a presence”, so they set up pages on every social platform out there, and start publishing inconsistent content.

If you want to make the most of the social media for your business, first you need to understand what you are trying to achieve. Then you need to create a structured and specific approach for moving towards that goal.

Here are the key areas you should consider when putting together a social media marketing plan for your business.

You know that understanding your audience’s needs and expectations are vital to social media marketing success. So it’s important that social media research becomes a key part of your ongoing social media strategy.

And, it makes perfect sense if you think about it: the more you know about your customers, the easier it becomes to create content that caters to their specific needs.

There’s just one problem: the volume of conversation on social media is so big that it can feel like an insurmountable task to look for potentially valuable insights.

Don’t panic yet. With the right approach, social media research is doable.

First, start by asking the right questions.

Imagine that you are a web design company and want to know what people are talking about when it comes to photography sites. Some of the possible questions you may ask are: How are people responding to this topic? What themes are the most popular? What are the other web design companies mentioned when it comes to photography site themes?

Now that you have your questions and topics, create a list of the possible words and phrases your audience might be using to discuss this area of interest. Keep in mind that people often use slang on the internet or misspell words, so try to include some fringe key terms in your list too.

Jump on social media, starting with the most relevant platform for your audience, and use the search feature to see what people are saying about your list of topics.

Here is an example search using Twitter, where you can quickly filter the information by people, geography, language and so on:

Look at your results and refine the list. Exclude anything that isn’t relevant to what you’re looking for or doesn’t provide any useful information.

With your data at hand, try to answer some basic questions, such as what is the overall sentiment for websites in this space, what audience categories are the most vocal about it, and so on.

Don’t be afraid to take your research a step further and explore what’s beneath the surface.

This information can frame your approach to marketing your product or service offerings to this group of people.

If done right, social media marketing can help you grow your business without burning a hole in your budget. Of course, that takes time, patience, and a lot of hard work.

Perhaps paid social media advertising is a better option when it comes to increasing brand awareness, traffic generation, and customer acquisition.

Well, let’s find out, shall we?

Organic social media marketing can help you put your business in front of the right audience for free (apart from your time of course). That is if you learn the rules of the game and play by them.

Here’s the thing: just as with search engine optimization, the algorithm for each social network changes regularly. Facebook, for instance, has significantly dropped the  average organic reach for businesses in recent years and it plans to lower it even more in the future. The social network has made it clear that it will only show content that is useful, relevant, and valuable.

Here is an interesting graphic from AgoraPulse that gives you an idea of the organic reach on Facebook broken down by industry:

It’s no surprise that retail is sitting smack bang at the bottom of that list, given the direct response nature of buying products online and how it can be directly attributed to Facebook advertising spend.

Yes, cracking the algorithm and getting your content in front of your audience is becoming increasingly difficult, but there are a few advantages to relying on organic social media rather than paying attention straight away:

• Being consistent can benefit your business long-term by developing authority;
• If you have a tight marketing budget, it’s much more affordable;
• Your audience likely trust “organic” engagement and messaging, more than they do paid advertisements;

On the flip side, paid social media advertising can help you achieve your goals faster, but its longevity is limited. A paid campaign will stop driving traffic and leads the moment you switch it off, but evergreen social media content can generate ROI indefinitely.

In the end, there’s no absolute winner. You need to look at your metrics and budget to decide which option fits your business best. The reality is that each of the social networks is businesses themselves, and they need to monetize their audience to stay in existence. As this industry continues to mature, the ease of organic reach will continue to decrease. So if you think that social media is a “free” way to market your business, you will end up being disappointed.

One of the biggest mistakes small business owners make is that they see “social media” as a homogenous entity. Sure, Twitter, Facebook, and Instagram are all social networks, but they are so different that everything from the audience to the style is unique.

So, how can you ensure that you’re focusing on the social networks that benefit your business’ goals?

Here are some things to keep in mind:

• Consider User Demographics : Size isn’t always important. Instagram may be one of the fastest growing networks, but if you are a B2B company selling SaaS services to logistics companies, then it would make more sense to focus your resources on LinkedIn and Twitter.
• Resources: Do you have the skills or personnel to create the right content for the networks you’ve chosen? Instagram and Pinterest, for example, require creative images and videos while Twitter emphasizes quality articles.
• Time: Unless you have a dedicated social media marketing department, you won’t be able to post on every social media channel. Keep in mind that you should aim to post daily on each network.

In the beginning, focus your effort on the social network(s) that are MOST relevant to your customer group, and give them your best shot. As a rule, I’d recommend picking your customer’s top 3 most frequented networks and sticking to them to start.

CoSchedule looked at 14 different studies and found the ideal social media frequency that allows you to engage with your network, drive engagement and traffic, and keep your business top of mind, without annoying your audience.

Here’s what that came up with:

• Facebook: Studies suggest that you should post just once or at most twice a day to Facebook. Anything more than that can come off as spam;
• Twitter: Neil Patel found that 15 Tweets per day is the sweet spot that gets you all the benefits of social media marketing;
• Pinterest: Between 15 and 30 posts per day will bring you the best results on this network;
• Google+: No, Google+ is not dead. In fact, it can benefit your SEO greatly. Just make sure to post relevant content at least twice per day;
• LinkedIn: One post per day is more than enough for LinkedIn;
• Instagram: Major brands post just 1-2 images per day on Instagram. If you have more content that you want to share with your audience, use the Instagram Stories feature;

That all seems like a lot of work, right? Posting consistently on social media is made far easier with social media scheduling tools such as AgoraPulse :

Just like everything else in life, timing is crucial to social media marketing success.

Picture this: you’ve spent hours working on an article that is insightful and packed with helpful information. Excited about the result, you share it with your network. But, to your surprise and disappointment, almost no one notices it.

That’s how important timing is.

So, what’s the best time to post on social media?

Here are some numbers :

• Facebook: The best time to post on Facebook is on Thursday, Friday, Saturday, and Sunday. The best hours are 9 AM, 1 PM and 3 PM.
• Twitter: The best time to post on Twitter is Wednesday between 5 and 6 PM;
• Pinterest: Saturdays are your best days for connecting with your Pinterest audience. The best hours are 2 PM, 9 PM, and even late at night (2 AM;)
• LinkedIn: Midweek posting (Tuesday, Wednesday, and Thursday) early in the morning (between 7 and 8 AM) or in the afternoon (5-6PM) is your ideal time;
• Instagram: One of the things that make Instagram so great is that users are active throughout the week. But, for maximum engagement, make sure not to skip Mondays and Thursdays at any time except for 3-4PM;
• Google+: The best time to post on Google+ is on Wednesdays, between 9 and 11 AM.

Again, you can pre-schedule content to be posted at these times rather than needing to be active all day every day yourself!

Google uses over  200 ranking factors to decide which content to show high in search engine results. Social media signals are among the less significant factors, but none the less can still impact your rankings.

According to Matt Cutts , the correlation between social signals and ranking position is extremely high. Sites that have numerous social signals perform better than those with fewer signals.

Sure, correlation is not causation, but the role social signals play in SEO is becoming more and more evident. If you create and share high-quality content on social media, people are more likely to like it, share it, and link to it. That builds your traffic, your credibility, and your reputation. All that can, in turn, lead to a higher ranking.

The other thing to consider is that your social media pages will most likely show up on page one of a search result when someone is looking for your brand. This is extremely important for authority and brand recognition.

By now, you probably understand that social media is a fantastic way to promote and grow your business.

But, how do you attract those first fans and followers? How do you get started when you have no audience?

• Getting Likes, Followers, and Shares: You can do a lot of different things to increase your visibility. You can (and should) add links to your social media profiles to your site, engage with other people, leverage hashtags, add links to your social media accounts in your email signature, and so on. But, all your efforts will fail if the content you share with your network provides no value. Before anything else, ensure you create quality content on a regular basis .
• Facebook: At the moment, Facebook is all about video. Reports have shown that live videos get 29% times more views than traditional content. That can translate into a broad audience reach that will kick start your social media strategy. But just be aware that these trends come and go, and you will need to adapt with the changing times.
• Facebook Messenger: Messenger is trending at the moment, and a lot of marketers believe this is the future – a channel that could compete directly with email marketing. With Facebook Messenger you can use Chatbots to engage with prospects, and also expand your reach with Messenger Ads . It’s still evolving as a social media marketing tactic, but something you should keep an eye one.
• Facebook Pages vs. Facebook Groups: Both Facebook Pages and Facebook Groups have their advantages and disadvantages. However, unlike a Facebook Page, where some of your audience might be there just to benefit from discounts and coupons, in a Facebook Group people are interested and engaged in a particular topic. By joining one, you can take part in the discussion and prove yourself as an industry expert. Facebook Groups also get much better organic reach, compared to Business Pages, so it makes a lot of sense to combine the two in your strategy.
• Twitter: Twitter is a very interactive medium. Retweet, Like, Reply, and engage with followers and other users as often as possible to grow your audience. If you want to spark quick growth and sustain it over time, consider using a service such as Social Quant .

• Pinterest: “Collaboration” is the key term to Pinterest success. Invite bloggers and influencers in your niche to contribute to your boards. That way, you can increase your exposure and network.
• Snapchat: If you want to build an audience on Snapchat, then you should come up with a storyline. Don’t just post random photos or videos. Build a narrative that will keep users engaged.

Do you know what the most underestimated (and under-utilized) element of social media marketing is?

It’s listening.

Here’s why: to be able to deliver high-quality content to your audience, you need to learn about their perspective. The only way to reach that level of understanding is to become a very good listener.

Everything from brand mentions, likes, comments, forum discussions, and even your competition can reveal something valuable about your prospects. This information can help you improve customer engagement, understand how your audience perceives you in comparison to your competitors, uncover pain points that no one is addressing, or identify industry influencers.

Make sure to monitor keywords, such as your brand name and handles, your competitors’ names, your product names, your campaign’s keywords, your hashtags, and the names of key people in your company.

Tools like Mention make this much easier than it was when social media first came about.

You can’t build a successful social media marketing plan if you’re ignoring your fans and followers. Yes, answering comments, sending welcome/thank you direct messages, and linking and sharing posts is time-consuming, but it’s what social media is all about.

One great example of this is Hilton Hotels who have a dedicated Twitter profile for customer support:

Carve out at least one hour per day to dedicate to social media community management. Make an effort to respond to those mentioning your brand – it will benefit you in the long run. Use tools such as AgoraPulse , or Mention to make it easier to schedule posts and to listen to conversations.

I spoke briefly about the battle between paid and organic social media earlier, and it’s not a black and white outcome.

In fact, whilst most of my energy is put towards growing a social media presence organically, with the limitations of organic reach it is becoming more important to invest in social media advertising as part of your plan.

In reality, the customer journey is never a straight line. Prospects go through different stages before they decide whether they are interested in your products or not. If they encounter just one touch point, the chances they’ll convert are extremely low.

To get consistent outcomes from social media marketing, you need to create as many touch points as possible, and advertising provides the most controlled and measurable way of doing so.

Here’s an approach to social media advertising that makes sense in combination with quality content and an organic growth strategy:

• Create high-quality content and publish it on your website;
• Promote it organically to ensure it reaches the widest audience possible;
• Add a cookie (Facebook or Twitter pixel) to your website that captures the information of people who visit and engage with your content;
• Remarket your future content (and offers) to the audience that has shown interest in your brand;
• Generate qualified leads that already trust you;
• Rinse and repeat;

Social media can get pretty overwhelming. You need to create content, schedule it, engage with your network, promote posts, share other people’s content, manage your community, and so on.

Fortunately, there are plenty of tools you can use to take some of the pressure off your shoulders. Some of the best one’s available today are: AgoraPulse , Buffer , HootSuite , and Social Oomph.

For a more comprehensive look at the best social media management tools available, read this post .

The final piece of the puzzle to consider when constructing your social media marketing strategy, is to decide how you will track results.

A study from  Convince & Convert  found that 41% of companies had no idea whether or not their social media efforts were successful.

That’s unacceptable… Are you really going to invest all of that time and money into something that “might” be working?

Here’s a quick 3-step process for tracking the ROI of your social media marketing:

Step 1 – Set SMART goals

SMART goals are – specific, measurable, achievable, realistic and timely goals.

Eg. Increase customer conversions from social media by 10% this quarter

Step 2 – Understand the metrics that contribute to those goals

What metrics will tell you whether or not your goal has been achieved?

For this to work, you need to set up a baseline set of metrics that tell you where you are currently sitting.

In the example above, you could set up a “Goal” in Google Analytics that tells you when someone converts into a customer, based on an event they trigger or page they visit. Then, if you use the appropriate URL parameters in your social media sharing, you will be able to determine how many people have converted into customers directly from social media.

Read this post for an in-depth look at setting up Google Analytics goals.

Step 3 – Track those metrics

Use Google Analytics, or any number of 3rd party social media monitoring and reporting tools, to track these metrics and improve your strategy over time.

For example,  AgoraPulse has some amazing reporting on your social media activity – such as post engagement, follower counts, interactions, impressions and clicks.

Should you outsource or keep it in-house?

Choosing to outsource or hire in-house talent, to plan and execute your social media marketing strategy, can be a challenging decision.

There are a number of pros and cons to consider…

The pros of hiring in-house social media talent

• They understand your business more intimately
• They can take action (typically) more quickly when required
• They are immersed in your culture
• You have control of your marketing

The cons of hiring in-house social media talent

• They may not have the expertise, specialization or experience that an outsourced solution has
• The cost is more, and the risk is higher if you need to replace them
• It prevents you from being able to scale quickly
• It’s hard to find great talent

If you’re looking to hire someone in-house, here is a post about the essential skills of a social media manager .

Or, if you’re looking to outsource your social media marketing, PromoRepublic offer a done-for-you service that starts at $97 a month .

Creating a social media marketing plan from scratch can feel both exciting and overwhelming at the same time.

You know it will benefit your business, but there are so many factors you need to consider that it seems almost impossible to get started.

Hopefully, this guide will make it a little easier to see the light at the end of the tunnel.

In the end, what choice do you have?

Your customers are online, they are engaging on social networks and expecting you to do the same. So you can ignore that fact, or you can embrace it.

Now it’s your turn…

What questions do you have on your mind about social media marketing? Leave them in the comments below.

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How to Start Using Video in Your Marketing

Updated: March 30, 2022

Published: July 24, 2017

Whenever a new app or technology is released, marketers are among the first to experiment with it -- and to start creating new content with it.

That's because marketers are constantly competing for their audience's attention -- and often by the most innovating and engaging means possible.

And right now, that means creating video content.

There's no getting around it -- marketers must create video content if they want to broaden their reach and connect with audiences across platforms -- such as on blogs, YouTube, social media, and search engines.

Video content isn't up-and-coming anymore. Audiences want to see more video content , and other marketers and publishers are creating more videos in response. In our 2017 State of Inbound report, nearly half of marketers reported they'd be investing in creating YouTube and Facebook videos in the coming year. And  according to Cisco, video content will account for 69% of all consumer internet traffic by the end of this year.

Are you ready to start creating video content as part of your marketing strategy? We'll give you some ideas for videos you can film and offer up some tips for integrating them into your marketing.

20 Video Marketing Ideas to Try

Many marketers know that they need to start using video, but when it comes time to sit down and create one, they're lost for what to do. Here are a few ideas for both pre-recorded and live videos that your business could actually use.

Pre-Recorded Video Ideas

• Create short “thank you” videos from your team to new customers or customers that you upsell.
• Film a screencast demo of your product.
• Create an animated GIF of how to perform a function of your tool.
• Film 15-second testimonials from real customers and evangelists.

Intermediate

• Film extended customer testimonials and user cases.
• Create longer product demonstrations and whiteboard-style instructional videos.
• Do a short introduction of the company, its mission, and vision.
• Create a full product demo.
• Turn blog posts into short, how-to videos and summaries.
• Film longer interviews with key members of the company.
• Shoot live presentations performed by company members and add in their slides in post-production.
• Create videos for each of your calls-to-action (one for “call us,” one for “sign up for a free trial,” one for “tell your friends and get free credits,” etc.).

Live Video Ideas

• Use Facebook Live or Twitter to broadcast from cool industry events you, your manager, or your CEO are attending.
• Use Google Hangouts or Skype as a way to thank customers on a special occasion (one year of working together, etc.).
• Hold a live Q&A / Ask Me Anything session with employees or visitors.
• Live stream a conversation with a thought leader or influencer who is relevant to your audience.
• Live stream relevant in-office events to showcase your company culture and thought leadership events.
• Show a live demo with your sales reps and include an open Q&A.
• Film a live presentation with open Q&A.
• Stream a “day at the office” with a company executive.

For more ideas on how to create  compelling, inspiring and actionable videos, check out this article from the Digital Marketing Institute: 5 Secrets of Super Successful Video Marketing

How to Use Video into Your Marketing Strategy

So, now that you have the topics and the inspiration to create video content, you might be wondering  where  to use the videos. In some cases, the platform is self-evident -- Facebook Live videos have to be shared on Facebook. But you can invite people to tune in on Facebook Live broadcasts in advance -- and you can embed the recordings outside of the platform, too.

Here are a few ideas for where to use video content up and down the funnel:

1) Leverage user-generated content.

Marketers are great storytellers, but customers can sometimes be more effective. By showcasing  how  products can be used, user-generated content (UGC) can be more convincing -- and powerful -- than traditional marketing videos. Encourage customers and fans to create user-generated content by asking for it -- by hosting contests, giveaways, or otherwise incentivizing participation.

In the case of GoPro, its evangelists used the product to capture the content to tell a tear-inducing story of a kitten rescue, but just because your brand doesn't sell cameras doesn't mean you can't use UGC as well. Ask fans to take photos, videos, or share content on social media about how they use your products and why they love your brand -- it's more convincing than traditional advertising anyway. This content can be shared on social media platforms, on landing pages, and in marketing emails.

2) Tell customer stories.

Happy customers are your best advocates, and we use customer success stories to inspire video content here at HubSpot. Our audience learns about similar success they can achieve with our products, and we can share the content with prospects and leads in marketing emails and on our website to let our advocates speak for us.

3) Invite the online community to in-person events.

Try as we might, marketers simply can't invite our entire audience to join us for a live, in-person event. And when that happens, live broadcasting options on YouTube, Facebook, or Instagram are great opportunities to invite a broader audience to participate in an event -- virtually. Live streaming content and then reposting it on different channels is a way to make your audience happy -- and to repurpose content, too. For example, The INBOUND Studio repurposed this  Facebook Live interview  with actor Jeffrey Tambor on Instagram  and YouTube.

4) Share behind-the-scenes looks.

Going behind-the-scenes is a neat way to give loyal fans and audience members a unique perspective on your brand personality or product. You can do this live or with ephemeral messaging on Facebook, Twitter, Instagram, or Snapchat, or you can create a pre-produced video like the one below that zeroes in on something audience members might not know much about. This content can make for great social media fodder, or you can use it to build rapport with leads and customers trying to learn more about your brand during the conversion and closing process. 

5) Explain concepts and products to your audience.

They say a picture says a thousand words, and sometimes, video is the best platform to explain a concept or define a term for your audience and users. Videos like these are helpful, easy to digest, and go a long way towards helping people succeed using your product or service. Videos like Asana's below can be used on YouTube to capture search traffic there, or can live within blog posts or your company's knowledge base to help out customers.

6) Say thank you.

Saying "thank you" can go a long way, and it can even make for compelling video content. In the short and simple video below, Warby Parker provides a personalized customer service experience that makes the customer feel special, acknowledges feedback, and serves as a mini-advertisement -- since the employee is talking about making a customer happy. If you're just getting started, filming short thank you videos can foster customer loyalty and build brand awareness on YouTube.

What marketing videos are you going to start making this year? Share with us in the comments below.

Editor's Note: This post was originally published in June 2015 and has been updated for freshness, accuracy, and comprehensiveness.

Don't forget to share this post!

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