The Ultimate Guide To Video Marketing
Videos arguably shaped the last decade of digital content. From the longstanding long-form publisher of videos — YouTube — to the short format newcomers like TikTok, Snapchat, Reels, and Shorts, videos are robust content that has earned millions of engagements and sales.
Ever wondered why everyone’s going gaga over videos lately? From TikTok clips to YouTube tutorials, videos are dominating the content marketing strategy of all brands.
Let’s dive into the buzz about video marketing, its benefits, some tips and tricks, and what marketing tools to efficiently carry out your creatives. Let’s get you started with your own killer strategy!
What is Video Marketing?
Simply put, video marketing is using videos to promote your brand, product, or service. Videos can be any length: from 5 seconds to a full-hour. It can be any style: animated or documentary. It can also be created with different goals: to attract attention, to invite purchases, to elicit specific.
Basically, it depends on the marketer what is the goal of their campaign, and how videos are going to help achieve that goal. But one thing is sure about video: in the online world, they’re highly entertaining. That’s why 92% of internet users worldwide are watching online videos every week.
Why Bother with Video Marketing?
Are you still doubtful about video marketing’s immense help to your business? Hopefully, this will set the record straight. Here are some stunning benefits on video marketing:
- Skyrockets Engagement: People love watching videos. Videos comprise 82% of all internet traffic in 2022, compared to 73% before the pandemic. In the US, nearly 89% of internet users have watched online videos.
- Boosts Conversions: Adding a product video on your landing page can increase conversions by 80%. People are more likely to buy after watching a video.The huge number — 96% of people, in fact, — have watched an explainer video to learn more about a product or service.
- Improves SEO: Google loves videos! Your website is 53 times more likely to appear on the first page of Google if you have a video embedded. According to recent Forrester research, they stand a 50 times better chance of appearing on the first page of results.
- Builds Trust: Videos let you connect with your audience on a personal level. They can see your face, hear your voice, and trust your brand more.
By enabling viewers to watch how you work in real-time and get a feel of who works at the organization as well as what motivates each person, you can connect with them more deeply. This is so expecting given that most 91% of companies (an all-time high) now use video as a marketing tool
How To Craft Your Video Marketing Strategy
Ready to create some epic videos and make your brand way more interesting? Here’s a quick guide to get you started.
- Know Your Audience
Who are you making this video for? Understanding your audience is key. Dig into demographics, interests, and behaviors. Are they teens glued to TikTok or professionals scrolling through LinkedIn? Research shows that 73% of Gen Z prefers to watch videos to learn about a product, while 59% of executives would rather watch a video than read text.
Tailor your content to their preferences and platforms to maximize impact. Knowing your audience also helps you what keywords to introduce, what language and tone of brand voice to incorporate, and topics will garner the most attention.
- Define Your Goals
While video marketing is a wonderful tool. Its success hinges only on whether they were executed and made properly. Having a certain communicable goal will help you get there.
What do you want to achieve? More sales, brand awareness, or driving traffic? Clear goals will shape your video’s content. For instance, product explainer videos can boost understanding of your product by 74%.
If brand awareness is your goal, a compelling brand story can increase brand association by 139%. Define specific, measurable objectives to guide your creative process and measure success.
- Pick the Right Platform
Not all videos are equal. A successful Facebook video might flop on Instagram. Each platform has its own vibe and audience.
For example, YouTube marketing requires that you make longer, in-depth content with 1 billion hours of video watched daily, while Instagram Stories are perfect for quick, engaging snippets. Research each platform’s user base and content style.
Also, don’t forget to match your video file formats like MP4, MOV, and AVI and the length to the platform for maximum engagement. Observing proper format allows you to have smooth execution of your content.
- Plan Your Video
This is where the magic happens! Create a captivating story that resonates with your audience. Write a snappy script that gets to the point.
According to HubSpot, videos under two minutes long get the most engagement. Set a timeline and use a content calendar to stay organized. This planning phase ensures your video is both creative and strategically aligned with your goals.
This is the stage where you feel free to use AI assistants like AI logo generators or use customizable templates for IG Reels. You can also seek the help of a professional from crowdsourcing sites like DesignCrowd.
- Shoot Your Video
Time to roll the camera! You don’t need Hollywood-level equipment, but a decent camera, a good mic, and proper lighting make a huge difference.
For example, using a lavalier mic can improve audio quality significantly. Editing software like Adobe Premiere Pro or iMovie can polish your video to perfection. Just learn the process of design and you’re on your way to good video quality.
Remember, 85% of Facebook videos are watched without sound, so consider adding captions too.
- Promote Your Video
Share, share, share! Promotion is part of the job (sometimes even more effort is required in it) Use social media tools, email marketing newsletters, and your website design to spread the word. Engage with your viewers in the comments.
According to Buffer, videos on social media generate 1200% more shares than text and images combined. Utilize paid promotions and influencer partnerships to extend your reach. Consistent promotion across multiple channels ensures your video gets the attention it deserves.
- Analyze the Performance
Did your video hit the mark? Check the analytics and social media dashboards. Look at views, shares, comments, and watch time to gauge performance.
Tools like Google Analytics, YouTube Analytics, and Facebook Insights offer detailed metrics. For instance, a high drop-off rate might indicate the need for a shorter, more engaging intro. Use this data to tweak future videos and refine your strategy.
Video marketing is no longer an option; it’s a must-have. It’s fun, effective, and a surefire way to get noticed in today’s digital jungle. So grab your camera, unleash your creativity, and let’s make some videos!
What Are The Different Types of Video Marketing?
Now that you know how to create your video marketing strategy, it’s time to know the different types of videos you can do.
The right video for you will depend on your industry, audience, and of course, your manpower and resources. What kind of videos does your audience enjoy? What videos can you feasibly do?
Also, remember that you don’t need to stick to one video type. Feel free to mix and match different video styles to keep your audience engaged and not get bored with seeing the same content over and over.
- Product Demos
Product demos are videos that show your product or service in action. They show real footage of how your product works, where they will thoroughly explain how each feature works.
Remember those home shopping videos where they demo how a blender or a vegetable chopper machine works? Those are examples of product demos.
You can also see this in makeup brands when they do product swatch videos or those wear-test videos where they apply the makeup and see how it performs throughout the day.
- Explainer Videos
Explainer videos are like product demos in a sense, as they both give the customer an idea of what the product is.
The difference is that while product demos show live footage, explainer videos can take a more conceptual approach and use animations, CGI, or other visual effects. But it doesn’t mean that all explainer videos need to be animated. You can still show live footage if you want.
Explainer videos are also a lot shorter. They focus on the benefits of the product plus its unique value proposition. They answer why, when, and how the product can help you out. As much as possible, the explainer video should explain all of that in a short and snappy way to make sure your target customer gets all the necessary information while remaining engaged.
- Livestreams
Livestreaming is another popular content type that has been gaining popularity in recent years. The possibilities are endless with live streams – you can do product announcements, product launches, interviews, Q&As, behind-the-scenes, walkthroughs, webinars, and others.
Livestreams are a great way to connect with your audience – the videos being in real-time and having a chat feature makes it easier for your customers to interact with you and get their questions and comments answered quickly. This makes it a more engaging and interactive experience for your customers.
Popular examples of livestream videos are The Sims 4 Livestreams. Every time they release a new expansion pack, they have their “Sims Guru” do a livestream to show a playthrough of the new pack. There, they show the new features available in the pack and how you can play them.
Another is the famous Apple Event. Apple hosts a show where they unveil their new product lineup. This event is then streamed live on their channels and generates a lot of hype and buzz for them.
- Social Media Videos
These are short-form videos that are more casual in nature. The main purpose of these is to provide fun, engaging, and relatable content for customers. It’s also a great way to show your brand’s personality or your brand identity.
These videos are designed for quick and easy consumption so they tend to last a minute or less only. They are also optimized for engagement and sharing. For instance, they create videos with captions like “Comment your favorite ____ below” or “Share if you relate!”.
Each social media platform favors a style of video so make sure to take that into consideration when making your videos. For example, humorous content tends to be more popular in TikTok. Meanwhile, Instagram favors more chic and aesthetic videos.
Video Link: medium and mild crew stand up #chipotle #spicy #order
- Video Ads
Video ads serve as a commercial for your product, service, or brand.
Video ads can appear on different social media platforms. Depending on your audience, industry, and brand identity, a specific platform may work better for you compared to another.
Let’s take a look at TikTok Ads vs. LinkedIn Ads for example. TikTok Ads are better for brands that have mainly Gen-Z audiences. But if you have an older and corporate audience, focusing on LinkedIn marketing is best for you.
Each video ad has a different purpose as well. Some may focus on brand awareness, some might prioritize showcasing your discounted products to push more sales, while others might advertise an upcoming event to encourage more sign-ups.
According to surveys, 78% of marketers found YouTube to be the most effective platform for video ads with Facebook coming in second at 71%. If you are unsure where to get started, those two platforms are the safest choice.
- UGC Videos
User-generated content or UGC videos is another highly effective video type.
It relies on images, videos, reviews, ratings, testimonials, unboxings, AI UGC videos, and other content created by the customers themselves. From there, marketers can create a video or other type of content from it.
For example, you can compile the reviews of your products and create a testimonial-style video of it. If you are a fashion brand, you can compile try-on photos and videos from your users and turn them into a short-form video. And so on.
- Corporate Videos
Corporate videos are done to promote a company or an organization. This can either be a company overview video or a company culture video.
Company overviews are similar to an explainer video, except that they discuss the company as a whole instead of a product. It aims to be an introduction to the company – highlighting its mission, vision, values, story, or key offerings.
Company culture tends to be more relaxed but still professional. It highlights the people that are behind the company, as well as show off the environment and general vibe of the company. These are mainly used to attract top talent and future employees to work there.
- How-To Video
These are videos meant to show a step-by-step process or a tutorial on how to do something regarding your products. These videos tend to serve as a knowledge base or a customer support FAQ.
Let’s say you have an app. You can create a how-to video such as “How To Create An Account”, “How To Change Your Avatar” or “How To Change Payment Method”.
Of course, the content of your how-to can vary depending on your industry or business. Makeup brands can create a “How To Create a Halloween Look Using our ____ Products” while a coffee brand can create a “How To Create an Iced Caramel Latte at Home” video.
- Testimonials / Case Studies
Want to highlight the effectiveness of your products or services? Try creating a testimonial video.
This is typically an interview about a customer who found success with you. They detail their story and experience, and provide a review that will serve as a testimonial or a stamp of approval for you.
It’s effective as people generally like to hear about other people’s experiences first before trying out a product. If they see that someone likes your products, they’ll feel more inclined with trying your brand.
Another alternative is a case study. This can be done as a documentary-style video that also chronicles a customer’s experience with you. The main difference is that testimonials tend to be more focused on the “human” and “emotional” side while case studies tend to focus on educating, detailing what they did in their experience.
Best Practices For A Great Video
By now you have an idea of what video to create. If you’re still unsure where to start or need expert guidance, you can always hire a marketer to ensure your video campaigns hit the mark effectively. Let’s now discuss what tips and tricks you can do to make your video as engaging and effective as possible.
These are:
- Always apply your branding
Every brand and business is unique. You have a specific personality, image, and visual identity that sets you apart from your competitors.
Notice how you’ll instantly associate that specific shade of green with Starbucks? Or those upbeat commercials with Coca-Cola? Or witty, music-related taglines with Spotify? That’s the power of branding.
The same logic applies to your video marketing. Make sure to infuse your brand to your videos to truly make them your own. At the same time, by having consistent branding in your videos, you’ll be more recognizable to your customers.
Start with the basics. Make sure to always add your logo in your videos. Use colors, typography, illustrations, photos, and other visual elements that align with your branding.
Next is the actual content. If you are a more buttoned-up brand, people will expect more formal and professional videos from you. Don’t suddenly do funny meme videos as your audience won’t expect nor like that.
Third is your language. Write your scripts in accordance with your brand voice. If you have a more approachable and friendly branding, using casual and informal speech will work. And vice versa.
Ever watched one of those BuzzFeed’s Tasty videos? All of their videos follow the same format, same camera angles, same font, and generally the same background music. Even by watching just 1 second of it, you’ll instantly recognize it as theirs.
- Optimize for mobile
According to a study by Statista, 70% of audiences in the US watch their videos on their smartphone. This is probably due to the boom of YouTube and TikTok, both platforms that prioritize vertical scrolling.
As much as possible, create your videos with this in mind. Focusing on vertical or square videos instead of horizontal ones can help you generate more YouTube views, especially for mobile audiences.
- Create your videos with sound off in mind
Another thing to consider is that people watch videos with the sound off. This is probably because a lot of people watch videos in public, so they mute the sounds to avoid disturbing other people. Unfortunately, this also means that your videos are getting watched without the sounds. How can you convey your message if that’s the case?
The answer is through closed captions. Adding subtitles to your videos can help in delivering your message even if they can’t hear the audio.
Subtitles are also accessible for people with disabilities, especially to those of hard hearing.
Recent studies show that adding subtitles saw a 25% increase in watch time. Surveys also say that captions help in boosting information recall, focus, and engagement. Additionally, integrating free text-to-speech tools into your video creation process can make it easier to create engaging voiceovers or narration for videos, ensuring accessibility and enhanced audience engagement.
If you want to boost your video performance, consider adding subtitles to them. You might also consider another powerful approach: incorporating AI voice cloning. This helps generate high-quality, engaging voiceovers that enhance accessibility and viewer engagement.
- Don’t forget SEO
Applying proper SEO to your videos is a must if you want to boost your video’s reach and discoverability.
SEO can be applied even at the ideation of your video concept. Always do keyword research to see what people are searching for, and see if you can create a video that can answer that.
Next, make sure your video titles are optimized. Add keywords to make them easy to search for. For example, don’t just name it “Cooking Video”, instead try “How To Cook Grilled Lemon Chicken for Beginners”.
Your description matters more than you think. Write detailed descriptions that contain your keywords. But don’t just stuff them, make sure you add them as naturally as possible. Remember, you’re writing for humans not just for Google.
Add relevant links, timestamps, or other information. Always link to your website and social media pages as well. Make sure to add relevant tags as well.
Your video file name should be optimized as well. Don’t just use “cookingfinalvideover10”, use “cooking-grilled-lemon-chicken-for-beginners”.
All of these should help your video’s visibility in search engines and social media platforms.
- Repurpose Videos If Needed
Have a video that didn’t perform well? You can try to give it a new life by repurposing them.
Let’s say you created a longform video and posted it on YouTube. Try cutting them into shorter segments and posting it as a story or reel on Facebook or Instagram.
Have a video ad that didn’t get much reach? Try changing the music or any visual element to it. Let’s say you used a blue button for your CTA. Try changing it to red or yellow. Sometimes, small changes can make a big impact.
Had a webinar or event? If you live streamed it, posting a replay on your website or social media is a good idea. Or you can condense them to create a recap video.
Your other content can be repurposed as well. For example, a blog article can be turned into a How To video. An infographic can be turned into an animated educational video.
This helps you create more compelling content without having to do twice as much work.
- Check out tools and resources for a better video
Let’s face it, creating videos takes a lot of time and resources. From shooting, to editing, to subtitling, there are a lot of works that happen behind it.
This is why you should take advantage of tools and software to make it easier for you.
Here at BrandCrowd we have a video maker tool you can use. There you can find customizable video templates so you don’t have to start from scratch. If you need specific video for social media platforms, we also have TikTok video maker, Facebook Stories maker, and many more.
There are also AI editor tools you can use to cut your editing time. An AI video editor is perfect for creators looking to streamline their workflow without sacrificing quality. From automatically removing background, stabilizing your video, color correcting, trimming footage, syncing audio, or automatically adding subtitles, there is an AI tool available for you. Check out Adobe Premiere Pro, Filmora, TimeBolt, Descript, or InVideo.
Conclusion
Video marketing has proven itself to be a powerful and indispensable tool. It can fulfill your goals whatever they may be – whether you’re looking to build more brand awareness, gain new audiences, increase sales, or show off your brand’s personality.
Of course, not every video you make will be a viral success. But by having a clear understanding of your audience, knowing your goals, choosing the right video type, and applying some helpful content and design hacks, you can ensure that your videos will be effective and engaging.
Once you’re done with your video, it’s time to promote them. Take advantage of our tools here in BrandCrowd – we have customizable templates for Instagram Reels, YouTube Banners, and so much more that you can use to promote your brand and videos.
We hope you learned a lot in this article. Feel free to browse our blog for more informative guides like this or message us if you have any questions or suggestions.
Till next time!
