What is Video Marketing & How Can It Help Generate Revenue?

Editor's Note: This post was originally published in November 2020 and was updated with additional content in May 2024.

If you're asking yourself, "What is video marketing?" then this blog post is for you. 7.5 million – that’s how many blog posts were written today. So, how do you and your company stand out in this sea of blog posts?

A video marketing strategy has become necessary to enhance your marketing campaign efforts. Whether it’s creating awareness or generating more leads, the combination of video and marketing is now more relevant than ever.

This strategy gives marketers an attractive and versatile format that can be easily shared online, further accelerating brand growth.

What is a Marketing Video?

What is a marketing video? A video marketing video is essentially any video content created and distributed to promote a brand, product, service, or idea. It's a marketing tool that uses moving images and sound to engage viewers and achieve specific marketing goals.

A Short History of Video Marketing

Video marketing made its way to the forefront of marketing in 2010 and grew in popularity thanks to the introduction of affordable video editing and creating software like Biteable, InVideo, and Filmora.

However, video marketing isn’t only popular because it’s accessible and an appealing option for smaller businesses on a tight budget. Thanks to the evolution of social media, video content is a great marketing tactic that can reach your audience faster. In fact, social videos drive far more engagement than text and image-based posts on social media. According to an experiment conducted by Biteable, a video ad on Facebook has the potential to get 480% more clicks and can cost 280% less per lead than a text-based ad.

Moreover, people tend to enjoy watching something over reading it! For example, around 47% of Americans prefer watching the news rather than reading or listening to it.

Now, it’s possible to create a professional video online in just a few minutes without employing a videographer and having a large budget.

Why is Video Content Important For Your Business?

Video marketing has become a sure-shot way to help you achieve your business goals faster and with greater ease. From YouTube, Instagram Reels and Stories, and Facebook Live to holding online seminars, there’s a lot of room to experiment with the video format, shape, and size.

With 91% of marketers acknowledging the importance of video in their marketing strategy, we’ve listed a few other statistics to highlight its significance further:

• 92.3% of people watch online videos weekly, while 55% view them every day.
• 60% of viewers would rather watch online videos than television.
• 73% of customers prefer learning about a product or service through video.
• After Google, YouTube is the most popular website on the internet today.
• 59% of executives prefer watching a video over text.
• 92% of users will share videos with others after watching them on mobile phones.

These stats prove that video is the best way to reach prospects across your business. It adds a human touch to marketing, making it easier for brands to earn the trust of their target audience.

Video has already been a compelling medium of communication in the past, so why shouldn’t businesses use this accessible and cost-effective strategy to enhance their social media presence? Plus, video content marketing is also a very engaging and reliable way to educate customers about your products and services.

So, Video Content is Good for Business?

Videos remain essential for a successful marketing strategy, whether your business is big or small. If it doesn’t seem fruitful, it’s highly likely that you’re marketing the wrong kind of videos. Just convert your existing infographics, blog posts, social media updates, or e-books into an attention-grabbing video format, and you’ll be off to a great start.

The other reason why you may not be getting ROI through videos is because of the lack of a customized approach. Videos are very personable and varied, which is also one of their biggest USPs. So what works for your business and target audience may not work for other businesses.

Each and every video has to be tailored according to your buyer personas and, of course, brand. The next thing to determine is your budget and format to put your message out there more effectively.

Video content can help your business reach your target audience quickly and effectively. 

Here Are a Few Other Benefits of Videos for Marketing:

• YouTube is the second-largest search engine in the world: YouTube has over a billion users who watch millions of videos every day. As a result, there’s a good chance your potential buyers are using the platform and searching for content related to your business.
• Boosts conversion rates: Sometimes, products can be incredibly difficult to understand. Fortunately, videos are informative and easier to understand. Hence, 72% of customers would rather learn about a product or service through video. Moreover, studies show that 82% of consumers have been influenced to purchase a product or service after watching a product video
• Customer relationships and brand affiliation: Videos provide viewers with audio and visual stimulation, which can help the brain remain engaged and connect with the content. This can help potential customers develop a stronger interest and connection with your product and brand.

Disadvantages of Video Marketing

The challenges of video marketing often stem from production complexity, cost, and evolving audience expectations. Below are several common drawbacks businesses should consider when planning their overall strategy or campaign:

1. High Production Costs

• Explanation: Professional-grade videos require quality cameras, lighting, editing tools, on-screen talent, and potentially scriptwriting and location rentals. Even simpler videos demand time and resources.
• Impact: The cost of producing a single high-quality video can be significantly higher than other content formats like blogs or infographics. For businesses on a limited budget, this can be a barrier to entry or make it difficult to produce consistent video content.
• Tip: Repurpose video content across multiple platforms or formats (e.g., snippets for social media, blog embeds, email teasers) to maximize ROI.

2. Time-Consuming Production

• Explanation: A typical video project goes through pre-production (scripting, planning), production (filming), and post-production (editing, animation, captions). Each phase requires attention to detail.
• Impact: This longer timeline can delay content rollout and reduce your ability to respond quickly to trends, news, or competitor moves.
• Tip: Batch content production (shoot several videos in one session) to improve efficiency, or use short-form video formats for quicker turnaround.
  

3. Technical Barriers

• Explanation: Videos need to be optimized for different devices, browsers, and connection speeds. Hosting large video files or embedding them improperly can lead to slow site performance.
• Impact: Users may abandon your site or content if videos buffer, take too long to load, or aren't compatible with mobile devices.
• Tip: Use video hosting platforms (like YouTube or Vimeo) and ensure proper compression, responsive design, and CDN (Content Delivery Network) support.

4. SEO Optimization is More Complex

• Explanation: Search engines can’t "watch" videos the way humans can. For your video to support your SEO goals, you need transcripts, keyword-rich titles/descriptions, thumbnails, and schema markup.
• Impact: A poorly optimized video may not rank in search results, making it less discoverable and diminishing its marketing value.
• Tip: Always accompany videos with optimized written content, such as blog summaries, detailed transcripts, and meta information.
  

5. Viewer Drop-Off and Short Attention Spans

• Explanation: On platforms like YouTube or Facebook, users decide within seconds whether to continue watching. If your video doesn't engage immediately, they’ll scroll past.
• Impact: Low retention rates reduce the effectiveness of your message, and algorithms may deprioritize your video content.
• Tip: Hook viewers in the first 3–5 seconds with a clear value proposition or intriguing visual.

6. Platform Dependence and Algorithm Risk

• Explanation: Publishing videos on third-party platforms exposes your content to changing algorithms, monetization policies, or feature removals.
• Impact: Your organic reach or visibility could decline suddenly, with little control.
• Tip: Diversify distribution—host videos on your website and share across multiple channels to reduce reliance on any one platform.

7. Accessibility Challenges

• Explanation: Users with hearing impairments, cognitive disabilities, or language barriers may struggle with video content that lacks captions, voiceovers, or descriptive text.
• Impact: This limits reach and engagement, and may expose you to legal risks under accessibility laws (such as ADA, AODA, or WCAG compliance).
• Tip: Include closed captions, audio descriptions, and accessible video players, and always test your videos for usability with assistive technologies.

Impact of Video Marketing

The impact of video marketing is significant across nearly every industry and digital platform—it’s one of the most powerful tools for engagement, brand storytelling, and conversion. Here’s a breakdown of how it influences business performance:

1. Increases Engagement and Retention

• People retain 95% of a message when they watch it in a video compared to only 10% when reading it in text.
• Videos naturally attract attention on social media and websites, increasing time-on-page and reducing bounce rates.

2. Boosts Conversion Rates

• Including video on a landing page can increase conversions by up to 80%.
• Product videos help build trust and reduce buyer hesitation, especially in eCommerce.

3. Enhances SEO Performance

• Google favors pages with rich media like video, which can lead to better search rankings.
• Embedding videos improves dwell time, a ranking signal in SEO.

4. Supports Multi-Channel Marketing

• Video works across platforms: websites, social media, email, YouTube, and even paid ads.
• Repurposing video content (e.g., clips, reels, GIFs) maximizes content ROI.

5. Aligns with Mobile Consumption

• With mobile users consuming more video than ever, short-form video (like Instagram Reels or TikTok) is critical for reaching mobile-first audiences.

6. Builds Trust and Humanizes Brands

• Behind-the-scenes videos, testimonials, and brand stories create emotional connections and enhance authenticity.
• Video is excellent for showcasing expertise—key for industries that rely on trust, like healthcare, finance, or consulting.

7. Enables Personalization with AI

• AI-driven tools now allow businesses to personalize video content at scale, improving relevance and engagement, especially in email marketing or sales outreach.

Video Marketing Metrics You Should Be Tracking

When it comes to measuring the success of your video marketing campaigns, tracking the right metrics is crucial to understanding how well your content is performing. Here are the key Video Marketing Metrics you should be tracking:

1. Views

• What it Measures: The total number of times your video has been watched.
• Why It Matters: Views are often the first indication of your video's reach and popularity. A high number of views shows that your content is being seen by a broad audience. However, views alone don’t measure engagement or effectiveness, so it’s essential to combine them with other metrics.

2. Engagement Rate

• What it Measures: The level of interaction viewers have with your video content (likes, comments, shares, etc.) relative to the total number of views.
• Why It Matters: High engagement indicates that viewers are not only watching your video but are also interacting with it, which is a strong sign of content relevancy and interest. This is a key indicator of how well your content resonates with your audience.

3. Click-Through Rate (CTR)

• What it Measures: The percentage of viewers who clicked on a call-to-action (CTA) within or after the video. This can include visiting your website, signing up for a newsletter, or making a purchase.
• Why It Matters: CTR helps you determine how compelling your CTA is. A high CTR means that your video successfully encouraged viewers to take the next step in the customer journey.

4. Conversion Rate

• What it Measures: The percentage of viewers who complete a desired action (purchase, sign-up, download) after watching your video.
• Why It Matters: This is one of the most critical metrics because it directly correlates to the revenue-generating ability of your videos. It helps you determine whether your videos are not only engaging but also driving real business results.

5. Watch Time

• What it Measures: The total amount of time viewers spend watching your video content.
• Why It Matters: The more time viewers spend watching your video, the more likely they are to understand your message, trust your brand, and take action. Watch time is a strong signal to algorithms (like YouTube and Google) that your content is valuable, which can help boost its ranking in search results.

6. Average View Duration (AVD)

• What it Measures: The average length of time viewers watch your video before dropping off.
• Why It Matters: This metric shows how engaging your video is and whether it’s holding the viewer’s attention. A drop-off before the video is finished might indicate that your content isn’t engaging enough or the video is too long for your audience’s preferences.

7. Retention Rate

• What it Measures: The percentage of viewers who watch your video all the way through.
• Why It Matters: A high retention rate suggests that your video is relevant and compelling from start to finish. If viewers drop off early, you may need to adjust the video’s pacing, messaging, or length to better capture and maintain attention.

8. Shares

• What it Measures: The number of times your video is shared on social media or other platforms.
• Why It Matters: Shares indicate that your video resonates so strongly with your audience that they want to share it with their own networks. This is a powerful form of organic reach and can help amplify your brand’s visibility without additional cost.

9. Comments

• What it Measures: The number and quality of comments left by viewers.
• Why It Matters: Comments are a direct form of engagement that allows viewers to express opinions, ask questions, and engage in conversations with your brand. Monitoring comments can give you qualitative insights into how your content is perceived and whether it sparks meaningful interaction.

10. Likes and Dislikes

• What it Measures: The number of likes (or thumbs up) and dislikes (or thumbs down) your video receives.
• Why It Matters: Likes are a basic indicator of how well your video is being received, while dislikes can help you understand what isn’t resonating with your audience. A high dislike rate may indicate that the content isn’t hitting the mark or addressing viewers' needs.

11. Traffic Sources

• What it Measures: The platforms or channels that drive the most views to your video (e.g., YouTube, Facebook, Twitter, email campaigns).
• Why It Matters: Knowing where your traffic is coming from allows you to focus your efforts on the most effective channels. It can also inform decisions about where to promote videos in the future for better results.

12. Bounce Rate

What it Measures: The percentage of visitors who watch your video but leave the page without taking further action (e.g., clicking on a CTA, exploring more content, etc.).

Why It Matters: A high bounce rate suggests that while your video attracts views, it might not be driving deeper engagement. You may need to optimize the landing page experience or improve the video’s messaging to encourage further action.

13. Customer Lifetime Value (CLTV)

What it Measures: The total revenue you can expect from a customer over the course of their relationship with your brand, particularly for those who engage with video content.

Why It Matters: Video marketing can help build long-term relationships with customers. Tracking CLTV among viewers who have interacted with video content helps you understand the long-term value of video engagement.

14. Cost Per View (CPV) and Cost Per Acquisition (CPA)

What it Measures: CPV tracks the cost you incur per video view, while CPA measures the cost per conversion (e.g., a customer purchase or sign-up).

Why It Matters: Both metrics help you understand the efficiency of your paid video campaigns. By optimizing your CPV and CPA, you can improve the overall return on investment (ROI) of your video marketing efforts.

15. SEO Performance (Search Rankings)

What it Measures: How well your video ranks in search engines (like Google or YouTube) for relevant keywords.

Why It Matters: A high search ranking for your videos means more visibility and better chances of attracting organic traffic. SEO performance is influenced by video optimization (titles, descriptions, tags) and its ability to engage viewers.

How to Track These Metrics

• YouTube Analytics: Provides in-depth data on views, watch time, retention, engagement, and more.
• Vimeo Analytics: Offers similar insights with additional features for custom video hosting.
• Social Media Insights: Platforms like Facebook, Instagram, and LinkedIn provide video-specific metrics like views, shares, and engagement rates.
• Google Analytics: Tracks traffic from videos embedded on your website, helping you understand how video content contributes to overall website performance.
• Third-Party Tools: Tools like Wistia, Sprout Social, and TubeBuddy provide advanced analytics and video tracking features.

By carefully tracking these metrics, you can measure the true impact of your video marketing efforts, make data-driven adjustments, and ultimately improve your ROI.

How to Leverage User-Generated Content (UGC) in Your Video Marketing

Leveraging User-Generated Content (UGC) in your video marketing strategy can be a powerful way to build trust, authenticity, and engagement with your audience. UGC refers to any content, such as videos, photos, or reviews, created by your customers or users, rather than by your brand. Incorporating UGC into your video marketing can help humanize your brand, boost credibility, and strengthen customer relationships. Here’s how to effectively integrate UGC into your video marketing strategy:

1. Encourage Customers to Create and Share Videos

How to Do It:

• Host Contests or Challenges: Encourage your audience to create and share videos based on specific themes or challenges related to your products or services. For example, a beauty brand could host a “#MyGlowUp” challenge where customers share their makeup tutorials using their products.
• Offer Incentives: Provide incentives like discounts, giveaways, or recognition (e.g., featuring their video on your social media) to motivate users to submit content.
• Create Hashtags: Develop a unique hashtag for your campaign to encourage participation and make it easy for people to find and share their videos on social media.

Why It Works:

• Authenticity: UGC adds a layer of authenticity, as it features real people using and enjoying your product. Consumers trust peer recommendations more than traditional advertising.
• Engagement: When you involve your audience in the creation of content, it increases their emotional investment in your brand and creates a sense of community.

2. Feature UGC in Your Marketing Videos

How to Do It:

• Incorporate UGC in Promotional Videos: Select the best user-generated clips and feature them in your promotional videos, such as product demos, tutorials, or brand storytelling videos. This not only highlights customer satisfaction but also showcases real-life usage of your products.
• Create Compilation Videos: Compile a series of UGC videos into one cohesive piece that tells a story about your brand. For example, a clothing brand could compile clips of users wearing their outfits to show diverse, real-world styling ideas.

Why It Works:

• Social Proof: Seeing real customers engage with your brand builds credibility and trust. UGC acts as powerful social proof that your product or service works as advertised.
• Relatability: Customers tend to connect more with relatable, real-life stories than polished, corporate content. UGC helps humanize your brand.

3. Leverage UGC for Product Reviews and Testimonials

How to Do It:

• Request Video Testimonials: Ask satisfied customers to create short video testimonials where they share their experiences with your product. These can be used in landing pages, email marketing, or social media posts.
• Feature UGC in Case Studies: If a customer has had a particularly positive experience with your product, ask them if they’re willing to create a video that details their journey and results. This could be used as part of a case study in your video marketing.

Why It Works:

• Trust and Credibility: Video testimonials, especially those that feel spontaneous and unscripted, are highly effective in building trust. Viewers are more likely to believe real customer stories than traditional ads.
• Persuasion: Seeing a peer recommend your product or service is far more persuasive than hearing from a brand. UGC testimonials can influence purchasing decisions and boost conversions.

4. Use UGC to Strengthen Community and Customer Relationships

How to Do It:

• Create a UGC-Based Campaign or Community: Build a community around your brand by encouraging customers to regularly contribute content. Highlight UGC in your social media feed or on your website to keep the community engaged.
• Engage and Respond to Users: Regularly interact with users who create and share content. Thank them, share their posts, and engage with their comments. This makes users feel valued and more likely to continue creating UGC.
• Host Q&A or Live Streaming Sessions: Feature your customers in live sessions or Q&A sessions where they can share their thoughts and experiences with your brand in real time.

Why It Works:

• Customer Loyalty: When customers feel involved and appreciated, they are more likely to remain loyal to your brand. UGC helps foster a deeper connection with your audience.
• Advocacy: As you actively engage with customers who create content, you encourage others to share their experiences, turning customers into brand advocates.

5. Repurpose UGC Across Multiple Channels

How to Do It:

• Cross-Promote UGC Across Social Media Platforms: Don’t limit UGC to just one platform. Repurpose videos on multiple social media platforms (Instagram, TikTok, Facebook, YouTube, etc.) to increase visibility and reach different segments of your audience.
• Embed UGC in Blog Posts and Emails: Use UGC videos within blog posts, case studies, and email newsletters. Videos are a great way to break up text-heavy content and engage readers.
• Incorporate UGC on Your Website: Add UGC videos to key pages on your website, such as your homepage, product pages, or testimonial sections. This helps boost engagement and enhances your site’s credibility.

Why It Works:

• Increased Exposure: Repurposing UGC across multiple channels increases the visibility and reach of your content without requiring the effort to create new videos from scratch.
• Diverse Content: UGC brings variety to your video content strategy. It helps create a more dynamic and authentic experience for your audience.

6. Ensure Proper Permissions and Legal Considerations

How to Do It:

• Request Permission: Always ask users for permission before using their content in your marketing. This can be done through direct messaging, email, or consent forms.
• Give Credit: Acknowledge the user who created the content by tagging them or crediting them in your video. This not only shows respect but also encourages other users to create content in hopes of being featured.
• Respect Privacy: Make sure that the content you use respects the privacy of the individual. If you are featuring minors or sensitive information, ensure that consent is obtained from parents or guardians.

Why It Works:

• Legal Protection: Obtaining permission and crediting users ensures you avoid potential legal issues related to intellectual property rights and privacy.
• Customer Trust: Users are more likely to engage in UGC campaigns when they know their content will be used responsibly and with their consent.

7. Measure the Impact of UGC on Your Video Marketing Goals

How to Do It:

• Track Engagement: Monitor how UGC impacts your key video marketing metrics like views, engagement rates, shares, and conversions. Use analytics tools like Google Analytics, YouTube Analytics, or social media insights.
• Measure ROI: Evaluate the return on investment (ROI) of your UGC campaigns by comparing the cost of creating your own content versus using UGC. If UGC results in increased engagement or conversions, it shows that it’s delivering value.

Why It Works:

• Data-Driven Decisions: Tracking UGC performance allows you to fine-tune your strategy and focus on the types of content and platforms that yield the best results.
• Optimize Campaigns: By understanding the impact of UGC, you can refine your campaigns to increase effectiveness and drive better results in the future.

How Do I Create a Video Marketing Strategy?

On average, video content is shared 1,200% more than text and image posts combined, making it an excellent marketing tactic for businesses that want to boost organic reach and engagement.

But if you don’t have a video marketing strategy in place yet, don’t worry!

Although videos are much easier to create nowadays, the perfect digital marketing video still requires a lot of strategizing and research.

Without doing proper market research and planning, the video you make might not achieve its specific goal or even catch the attention of your target audience.

To create a successful video marketing strategy, you need to determine your goals and targets, choose the type of video you want to make, distribute it, and track its progress.

Here’s a breakdown of each step:

Create Video Marketing Goals and Targets

The first step of any video marketing campaign is to determine your goals and targets.

In order to do this, you need to figure out what you want to achieve with the video. Ideally, the video you create should target every stage of the marketing funnel, but you still need to choose a stage that you consider to be the most important.

Here are some different video marketing stages and goals:

• Awareness: This stage is when the viewer realizes that they have a problem and need something to solve it. This is the stage when a viewer can be introduced to a new product or service. If your goal is to attract new customers, awareness videos are the way to go.
• Consideration: During this stage, viewers are figuring out how to solve their problems. As a result, they might be looking for product recommendations and reviews. A consideration video is the right choice if you’re looking to engage your audience.
• Decision: At this stage, viewers are almost ready to purchase, so you’ll need to prove why your product or service should be chosen over your competitors. Decision-based videos are great for nurturing prospects and closing deals.

What Kind of Video Should I Create?

Depending on your goal, here are the types of videos you can choose from:

• Demo videos: Demos show viewers how your product or service works. The video should highlight its features, benefits, and a call to action to encourage viewers to purchase the service or product. You can opt for fun animated videos or a video with real people for demos.
• Behind-the-scenes videos: The type of content in these videos should give viewers a ‘backstage pass.’ Here, you’ll need to introduce viewers to your employees and show them how your product is made.
• Customer testimonial videos: A customer testimonial video requires a satisfied user of your product or service to share their experience with your brand. These videos can positively influence your target market and encourage viewers to make a purchase.
• Educational and how-to videos: Educational videos teach viewers how to use a product or service. People prefer educational videos over text because they can see and hear the demonstration.

Distribute your Video

Here are a few channels where you can publish your video:

• Website: You should include videos on your site’s homepage, customer testimonial page, features page, FAQs page, and more. This will help drive more visitors to your page and boost engagement.
• Blog: Publishing videos on your blog can help visitors learn more about your product quickly. If they’re willing to spend time reading written content, they’ll definitely have enough time to watch a quick, informative video.
• Email: Sending videos via email is an easy way to reach people who have already provided you with their contact information. You can embed videos in a newsletter or opt for an email series where you provide videos every week.
• Social platforms: Sharing videos on social channels like Instagram, X (Twitter), LinkedIn, and Facebook is a great way to get video views and boost engagement. And who knows, you might have a viral video!

What Are the Benefits of Marketing a Video With a Strategy?

Video is one of the best ways to tell your brand’s story in an otherwise noisy marketing landscape.

They are snack-sized visual pieces that have the unique ability to convert like no other medium. Plus, viewers retain 95% of a message when they watch it in a video but only 10% when reading about the same thing in a text, so that’s another win.

But if you still need more assurance about why video matters, here are the top benefits of video marketing:

Builds Trust and Credibility

Videos allow you to create and enhance your company’s personality as well as your brand. You can connect with your viewers and earn their trust.

Moreover, even customers prefer watching videos over reading text-heavy articles. So the more videos you create, the more you can educate and inform your customers while simultaneously establishing trust, which will ultimately translate to sales.

Enhances Email Marketing Campaigns

Let’s face it: Getting someone to open your email can be very challenging.

However, adding videos to your emails is a step closer to success. Simply adding the word “video” in your subject line can increase open rates and decrease unsubscribe rates.

Not only that, but sending emails with videos can increase click-through rates by nearly 300%, which is quite impressive. Most people (especially those who’ve been reading emails all day) would rather watch a video than consume a long block of text.

Higher SERP Rankings

Search engines have only one motive – to look for content that generates higher viewer engagement. You’ll instantly have people paying more attention when you add a video to a mix, which also means search engines love websites or blog posts that include videos.

The only catch here is to create and optimize the video properly, including choosing the right thumbnail, writing eye-catching titles and descriptions, and ensuring relevance.

Influences Consumer Decisions

There is a reason why YouTube product reviews are so popular. Not only do they give genuine insights into the product, but they are also more reliable than a traditional newspaper advertisement.

When you add such videos to your website’s product pages, you’ll experience the same benefits, which will help drive sales and generate more revenue. Enlisting the services of vloggers and influencers to review your products can also be a great tactic to make your target audience more inclined toward your offering.

Keeps Your Brand Relevant

Customers like brands that are up-to-date with the latest trends, and when it comes to business promotion, it’s inbound video marketing that has taken center stage.

Also, the fact that video doesn’t have to be conventional makes it more diverse. You can hold live videos, upload stories on your respective social media platforms, or take advantage of evolving video formats like 360 video or 1:1 video. Video marketing is continuously evolving, which is why you’ll be able to keep up with the times.

Improves Social Media Visibility

We’ve all created content and hoped for it to go viral. When you create video content, you’re dramatically increasing the odds that this will happen — or, at the very least, you’ll get more visibility — since people are quicker to share videos than other types of content.

Just have fun while showing what your company is all about, and it’ll become share-worthy content. At the same time, the video must be aligned with your buyer persona. For instance, if your target audience is 30-year-old consumers, millennial humor in your videos may do well, but you might rethink your approach if your audience is over 60.

What Are the Different Types of Marketing Videos You Can Try?

shortBefore you start filming, determine the right type of video that suits your brand’s voice and purpose. Here are four main types of marketing video content to create:

Educational Videos

Educational videos are created to teach your target customers about something, anything. These include:

• Tutorial Videos: Videos that teach your customers how to use your product and show off your brand.
• Explainer Videos: Videos that explain complicated topics or even the benefits of your product or service. Typically, explainer videos are animated and run short.
• Industry Update Videos: Videos that establish your credibility in the industry, allowing your audience to see your authority and understanding of industry trends.

See how we use the words ‘teach,’ ‘explain,’ and ‘understand’ for these videos. It’s because the priority here is to build trust with your audience through your products and services.

Product Videos

Companies use product videos to showcase their products appealingly to arouse consumer interest. These include:

• Product Launch Videos: Video marketing can be especially useful for launching a new product. You want hype, and videos can deliver just that. You can show how your product was conceived and its new features, but the focus should be on getting people excited about your product.
• Product Demo Videos: Product demo videos help viewers understand how your product works. You can also use this video to discuss your product features and how they can help solve your audience's specific pain points.

You have complete freedom to decide how you want to present your products. It can be formal or more laid-back, whichever approach you like better.

Company Culture Videos

Your brand is vital. 59% of customers prefer buying from a brand name they recognize since it makes them more confident about their purchasing decisions – some things that company culture videos can help with. These include:

• Brand Videos: Brand videos give you and your team a chance to talk about your company, while the viewer also gets reasons why they should trust your products over your competitors. Additionally, you can explain your company’s mission and values or even talk about the brand history.
• Event Videos: Event videos showcase team volunteers working together. It can either be a social service event or a more corporate setting. Industry interviews and speeches given at big conferences would also make excellent event videos.

You can leverage company culture videos to establish trust between your company and the general public. This can also be a good tactic for recruitment, highlighting your core values and mission.

Testimonial Videos

Companies make testimonial videos to show customer satisfaction, which, in turn, helps establish trust. These include:

• Customer Testimonials: When you want to push prospects down the sales funnel, customer testimonials are all you need. When a customer is in the consideration stage and is comparing different products, having glowing testimonials from past customers could make them more inclined towards your products.
• Employee Testimonials: Since these videos involve employees, they give a more personal touch to the whole thing. More so because your current employees know what it’s like to work for you. Prospective candidates can also meet their future co-workers. You can consider including snippets of the office and other events that could help candidates understand your company culture better.

Viewers will naturally create a positive picture of your company in their minds after seeing so many people praising your products and services.

Video Marketing Strategies to Boost Visibility

Your website is your first impression on prospects, and now that we’ve established that video is a winner for small- and medium-sized businesses, you should think of ways to include videos on your web pages. 

Now, let’s discuss some strategies to help you optimize your video.

Set up a Video Library or Gallery

Not only search engines but also visitors appreciate websites that have an organized video library or gallery page. This way, you’ll be able to categorize, describe, and organize your videos however you deem fit.

Carefully Choosing Thumbnails

Although they might seem irrelevant, thumbnails are the driving force behind increasing clicks and the number of potential customers.

Choosing an exciting thumbnail will make consumers think of the video in a similar light. We’d recommend thumbnails that have color and look compelling enough to attract more customers to your website.

Embed Videos on Relevant Pages

Embedding videos on your website pages can help to communicate the context of related content clearly. This will make your web pages more visually appealing and also convey your message better.

Work on Your Titles, Descriptions, and Metadata

Video search engine optimization has three integral components: video title, description, and metadata. You may have the most amazing videos, but no one will know about them if you don’t optimize these three components properly.

The video title should be catchy and descriptive, and the description should complement it while being enticing enough to encourage people to click on it.

As for metadata, you need to fill in certain specifications like the genre, company, and keywords. Make sure you use words that add meaning to the video. You can also add a transcription of the video if you’re interested in creating subtitles.

Can AI Help You Make a Marketing Video?

Leveraging AI tools for ideating and producing video content allows agencies to streamline their video marketing process and generate high-quality content that resonates with their audience. Video creation no longer has to be lengthy and tedious. However, it's important to remember that this technology is still evolving.

AI can indeed create marketing videos. Here's how:

1. AI Video Generators: Platforms like Synthesia, Arcads, and Creatify utilize AI to generate marketing videos.
2. Process: AI video generators can produce videos from text or audio scripts, incorporating realistic avatars, voiceovers, and animations.
3. Features: These AI tools can create basic presentation slides with text, B-roll footage, background music, and other elements.
4. Benefits: AI-driven video creation saves time and money, streamlining the production process.
5. Effectiveness: Utilizing AI in marketing videos requires understanding how to leverage these tools within your marketing strategy effectively.

AI video generators offer efficient solutions for creating engaging marketing videos, enabling businesses to enhance their digital marketing efforts.

Do You Need a Video Marketing Strategy? Lights, Camera, Action!

Video marketing is the future, especially in today’s world of viral content and tech-savvy customers. If you make an effort to launch a creative and effective video marketing strategy, you’ll be able to create trust, attract customers, as well as boost your ROI.

If you're still wondering, "What is video marketing"? Or are you not sure where to start? It's time to speak to an expert at WSI!