How to Start With Video Marketing?

How to Start With Video Marketing

Research has shown that online marketing is becoming more visual. With this shift, video marketing has emerged as an important part of digital marketing, with businesses using video content to share messages, entertain their audiences, and promote their products. Small business owners who are not creating videos and taking advantage of the tremendous potential of video marketing are falling behind.

The fact that more of us are now working remotely has been a game-changer and has led to the adoption of new and different technologies that can be used for marketing purposes.

So, what exactly is video marketing, and how does it work? How can you start producing a marketing video for your company?

đź“– Key takeaways

  • Video marketing can help your company generate more leads and sales. It’s one of the most effective ways to get your message out there and build your brand. Good video content creates a strong network and relationship with the target audience. 
  • Video marketing is the use of video content to reach your target audiences. You can use videos to promote your products and services, engage with potential and current customers, educate consumers, and reach new audiences.
  • Video production is a video creation process in which you combine your video idea with the appropriate equipment to create a great video with high-quality visuals.

What is Video Marketing?

So, video marketing can help you project a more professional image, become more reliable, and increase your company’s brand awareness.

So, what exactly is video marketing?

Video marketing is any form of video content created to be viewed online, from YouTube videos, podcasts, and shorts to Facebook, Instagram Reels, TikTok, and live streams. This content can be anything from instructional to funny to serious.

Still, they all serve a common purpose—to inform, entertain, or persuade the viewer.

Why You Must Incorporate Video Strategy in Your Marketing Strategy?

1. Forming trust 

If you leverage video marketing and give your customers useful information about your products, they will believe in your brand and become loyal fans. Particularly with eCommerce platforms, if visitors have access to video content about the products, they are more likely to purchase them.

2. Achieving competitive advantage

Despite statistics showing that video content has become the top advertising format, this is not true for all niches. Certain markets still don’t believe in video marketing, and if you play your cards right, you can attract this market’s customers with your video advertising. Connecting with your target audience better and increasing your conversion rates, even if the production costs of video content are expensive, is certainly worth investing in.

3. Consumers Enjoy Watching Videos

If you’re wondering why you should be using video for marketing, take a look at the statistics. People prefer video. First, 89% of people online want to watch more video clips from their favorite brands, according to Wyzowl’s annual video marketing report.

more branded video marketing campaign

According to statistics, video is the best way to connect with your viewers on social networks.

Creating high-quality video content increases the likelihood of reposts, likes, and comments. More people will likely share your content if it is new, relevant, and interesting. Social media users spend plenty of time scrolling on various platforms for something interesting or relevant to them. On top of that, it gives a personal connection to bring consumers that much closer to your company.

Additionally, more than 40% of users have made purchases after discovering products through video on social media platforms, showing the growing significance of social media as a discovery and decision-making tool for consumers powered by engaging video.

purchases from online video

4. It Builds an Authentic Connection

Video content lets you connect your brand name to a face or human being in your company. Be authentic and show what makes you different from other brands.

Tactics you can use to beef up the authenticity of your videos can include:

  • Casual on-the-fly content that showcases your team or behind-the-scenes
  • Sharing your journey as an entrepreneur – the ups and downs and how you survive some periods of vulnerability.

5. Increase Access to Your Target Audiences

With so many customers on their phones, you can potentially serve a rapidly growing audience. They are much more likely to pay attention to video content when they are on a mobile device. Creating branded video content can engage a new audience while continuously growing your startup’s following.

6. Increase Demand for Your Products And Services

With a strong online presence, your video marketing can lead to a direct return on investment through product and service sales. Sometimes, customers aren’t aware of how useful your products or services can be. Secondly, your videos can focus on solving problems in your industry. Or, they could give relevant information that demonstrates your authority in the field.

7. Increases the traffic

More traffic means more engagement, which means people stay longer on your site. The longer they stay, the higher their chance of buying your product. 

For example, if you find attractive video ads for mobile games on Facebook, you will visit the store to download the game. So, your marketing team must incorporate video ads into advertising campaigns.

Moreover, using video in your marketing strategy will also help you keep your visitors on your site longer. According to CodeFuel, visitors spend 83% more time on a website that offers video.

8. Educate your potential customers

What do you do when your laptop stops working? If you are like me, you probably consider searching the web for possible solutions before taking it to the repair shop. You also probably tend to watch for someone who has published a solution online.

That is the power of the video! It educates people. 

9. Provides customer support 

The more popular your brand becomes, the higher the number of individuals who use your product. More people mean more complaints.

This is where video comes to a rescue. With effective video content, you can educate your audience and help them when needed. In other words, you answer the frequently asked questions that will save the customer’s time and the company’s money. Additionally, they can give visual instructions to guide customers in completing certain tasks.

10. Increases Revenue

ROI is the bottom line for startups and established businesses alike. That’s why we have one more statistic for you. Using video for marketing helps companies increase revenue 49 percent faster than businesses that don’t use video.

Types of Marketing Videos

Marketing videos don’t just have to be educational and informative; they can also serve as a powerful form of entertainment that engages viewers. You will probably use many different types of videos throughout your whole sales funnel.

If you want to use video marketing, you should thoroughly understand the different types of videos used for this purpose.

Related: How to Maximize Your Marketing Degree

1. Demo video for product showcases

It’s easy to assume that showcasing products with photos and text is sufficient.

But product demos provide consumers with a visual representation of your product’s features, functions, and capabilities. They also allow potential customers to see how the product looks and how they will interact with it. A video demo can help you communicate your product’s features and benefits clearly and concisely.

Consumers love stories, and a product demo can tell a compelling story of why your product or service is worth using.

2. Brand format

This is another way brands can use video to tell their story and market themselves effectively. These types have many potential uses, such as introducing new products, showing new product features, giving a behind-the-scenes look at a company, explaining a process, or offering tips and tricks.

You can also share your story, for example, how your company started and became what it is today.

3. Event video

Event videos are a form of video content that usually is about a specific real-life event. They can capture your audience’s attention and intrigue and have a proven track record of successfully driving traffic and conversion.

4. Expert interview

Expert interview videos

We all love seeing experts interviewed in video form. Expert interviews can be a powerful, persuasive technique for convincing people to buy from you. With video, you can give your viewers insight into the personality of your expert. In addition, expert interviews can be a lot of fun and give your visitors a unique insight into your brand.

5. Explainers

An explainer video is a short video meant to give consumers an easy understanding of a complex topic. They’re called explainer videos because they are intended to help the viewer understand what’s happening in a video by explaining the steps along the way. Animated content makes it easy for people to consume and digest information quickly.

Explainer videos usually have a character, like a robot, giving a short tutorial on how to use a new product. They’re also commonly used in webinars, training courses, and infographics.

6. Educational or How-To Videos

Consider integrating an educational element into your digital video content if you want engaging videos. Consider how you could use the end of each video segment to educate or teach viewers something new. You can also include links to additional resources or information about the covered topic.

7. Animation

Animation can be an effective way to make information more digestible. They offer an incredible advantage over static content because animation helps explain complex ideas in a way that is easy to understand.

8. Customer testimonials

Testimonials are a great tool to help you sell more of your product or service. Customers, especially those who have succeeded with your product or service, can be a powerful marketing tool. They prove that your product or service is what they need and can help turn potential customers into loyal, paying customers. And, because you can record them in one take, they are a great way to build a sense of urgency.

So, sharing a customer’s story will help potential buyers connect more with your brand.

9. Live Stream

Live streams have become popular as the world becomes more engaged online due to the increased demands for remote work. 

A survey even confirmed that 80% of the population polled prefer watching a live video over reading a blog. Live video streams should be part of your marketing strategy, as this activity increases your reach, empowers your brand, and creates a more personal relationship with your followers.

live video vs reading a blog

10. User-Generated Content (UGC) In Video

Compared to branded video content, UGC video is perceived to be more authentic and honest since it is usually created by average people or influencers who are highly relatable to their market.

User-generated content (UGC) videos can take different forms, such as testimonials, unboxings, reviews, etc. The popularity of UGC shouldn’t be ignored, as they significantly influence consumers when it comes to deciding what product to purchase.

11. Vertical and Horizontal

With more people using smartphones for almost anything, you should accept that vertical videos (9:16) are here to stay. They are very mobile phone friendly; hence, you should consider producing videos that utilize this entire screen. This type of video is straightforward to use as ads or stories on various social media platforms. 

Vertical videos get more views, consistently earn more engagement, and are more likely to retain viewers’ attention than horizontal videos (16:9).

video size

12. Short and Long Videos

According to a Microsoft study, people’s attention spans currently only last eight seconds, which is why short videos have also gained traction. However, the popularity of short videos doesn’t mean using long-form videos for marketing your company is dead. 

Short videos drive traffic back to your website, or a longer video where you tell your market more about your company. Furthermore, since short videos are easier to consume, people interested in what you’re saying get to repeat it repeatedly. Hence, your message is more likely to penetrate the subconscious, much like television ads.

How You Can Start With Creating Video Content

Because video marketing campaigns are such powerful digital marketing tools today, getting them wrong can have unintended consequences.

Here are some important video creation process steps:

1. Develop your video marketing strategy

As they say, content is king. It’s also true when it comes to creating videos for your small business.   

To do this, don’t start with video production first. Starting video production without a strategic approach will be more time-consuming.

So, start with defining your video’s objectives. Does it aim to attract and engage new customers? Does it seek to nurture your prospects?

When you know why you’re doing this, you can customize your approach to ensure the final output from the process serves its purpose. A clear set of goals can also help you come up with metrics to quantify your efforts and performance. 

You want to connect to your target audience with your video marketing campaign. So, when you have your objectives, clearly define who you want to attract because different people will require different types of videos.

When you adopt a video strategy, remember to measure its impact on your viewers. Check if your video marketing campaigns have engaged the viewers. This will help you understand your progress and take the necessary steps to increase your reach.

2. Plan your video

Planning is one of the most important steps when creating video content. It is the first step in video production that will ensure your video is engaging, informative, and, most importantly, effective. You don’t want to start filming without any direction or plan, which can lead to an unfocused, unengaging, and ultimately unsuccessful video.

Planning will involve deciding the type of video you would like to create, the video’s goals, the points you will cover, who the video and its message will target, and the outline of the video’s script.

3. Video scripts

Once the planning is done, you are ready to start the third step of video production: the video script. A script is essential because it structures the video and helps you organize your thoughts cohesively.

The script’s first draft will probably be rough and require much work. Ensure you include all the key messages you want to send your video viewers. Here are some points to keep in mind while writing your script:

  • Include short sentences and paragraphs.
  • Use bullet points when appropriate.
  • Avoid complex sentences and paragraphs. Your goal is to get your message across as simply as possible.
  • Break up your script into sections. These can include titles, subtitles, and other headings.

4. Have the right equipment for the best quality videos

Once you have your plan and video script, you must ensure that you have the right equipment because it can make or break the final outcome when shooting.

If you are a beginner, you can use your smartphone to achieve desired results. If you are shooting in low light, you should use an infrared or night vision camera or additional lighting equipment. At least two cameras should be used to shoot from different angles.

Also, think about the best possible lighting. You can either go for natural lighting or artificial lighting.

Adobe’s Social Media Marketing for Business post explains how someone with no video experience can make professional marketing videos and edit them for social media.

recording video for marketing

5. Video production

Video production is shooting and editing until you are satisfied with the final video.

You will shoot and edit the video if you decide to do it yourself. In such a way, you will need some software where you will work on editing. Editing is simply “connecting the dots” or putting your shots inside the software, removing some low-quality parts, adding background music, adding an intro and outro if you have them, and exporting in the right format for different platforms where you will share it.

You can use different video editing software for editing as a part of the video production process, from more professional software like Final Cut Pro and Adobe Premiere Pro to more affordable but still powerful video editing software like ScreenFlow for Mac and Camtasia. I have recently started using a new tool, Descript, with powerful AI integration.

Descript is a comprehensive solution that automatically transcribes your audio recording and can be easily used as closed captions. You can add video or audio files or record yourself, and the tool will transcribe your recordings. Then, you can mix it with visual effects and add some royalty-free images and videos, and when you are satisfied with your video creation, you can export it.


If you have the budget to spend on your video production, you can outsource to companies to shoot your testimonials, small advertisements, company profile presentations, and other similar materials. You can check Zipinmedia for ideas about the types and examples they have created for businesses.

Types of Videos - Examples

Remember that many marketers and brand experts emphasize that your video clip shouldn’t focus only on sales. Education is what will bring you sales.

6. Posting and Promoting

The ultimate goal of video marketing is to ensure that as many people view your video as possible. Start by choosing the social platforms and online channels where you have a large enough following and those that your target audience frequents.

To make things easier, start with YouTube, Facebook, Instagram, TikTok, and your blog. Do not forget to use your other channels and newsletter to let people know you have a new video posted for an even bigger reach.

Have you seen how a YouTube video is about to end? The platform recommends some other videos from the same channel. That is what is called a YouTube end screen. So, do not forget to use this awesome feature.

Video marketing is very powerful if used correctly. Experimentation is welcome, especially when you are new to it. Still, once you know what your target audience expects and have your messaging streamlined, you can see a massive return on your video marketing efforts.