Categorized as Video Marketing

Video Marketing 101: All You Need to Know

video marketing illustration with blue background color
by Natasha Rei

In this digital era, video marketing has now become a must-have strategy for every savvy marketer to reach out to their audiences and convert them into loyal customers. 

In other words, this engaging content is quickly becoming the de facto content format online. The reason is quite simple: internet users are attached to online videos.

So, let me ask you this: when is the last time you watch YouTube videos? Or IGTV? Or Facebook Live? Well, I bet it’s not too long ago, isn’t it?

As engaging and popular content on the internet, videos will grow to a whopping 82% of global internet traffic by 2022.

So, what kind of marketers can afford to miss such opportunities?

In this article, we’ll talk more about video marketing and all the things you need to know about this high-performing type of marketing campaign.

Let’s dive in!

Video Marketing: What Is It?

Okay, let’s start with the very basic one: the definition.

Video marketing is the whole practice of planning, creating, editing, and distributing video content to promote a brand. You can also say that all the marketing strategies are designed to increase audience engagement through videos.

The brand promotion in videos doesn’t have to be blatantly obvious, though. Nowadays, many companies use video marketing to spread more values by telling intriguing stories instead of a sales pitch.

More often than not, savvy marketers use social media platforms to host their videos outside their own websites. The aim here is to get as much exposure as possible.

Video Marketing: The Popular Types of Videos

There are a bunch of different types of marketing videos you can create. Each marketing video has its own characteristic in the way of delivering your message to the viewers. 

Some marketing videos are perfect for attracting an audience’s attention in no time. Others are pros in retaining potential customers.

Here are some of the best types of videos used in video marketing campaigns.

Explainer Videos

An example of explainer video by Explainerd

This type of videos is short and concise. Most often than not, explainer videos rely on animation to help marketers break down their explanations so the viewers can digest them better. 

If your brand has such complicated messages, explainer videos are the best option you have.

Product Demos

An example of a product demo video from The Nespresso Pixie

As the name suggests, product demos aim to give the viewers an insight into how they can use a product effectively. It highlights its best features in just a few minutes, so the viewers understand what to expect from the product. 

If you’re about to launch a product or new item, product videos can be your go-to.

Customer Testimonials

An example of a customer testimonial video from Omada Health

This one sounds quite familiar, doesn’t it? Customer testimonial videos allow you to features some happy customers and let them share their positive experiences. 

With the raw emotions, tone, and expressions, this type of video effectively convinces other potential customers to try your product themselves.

Product Tutorials

An example of a product tutorial video for Workflowy

Product tutorial videos are all about taking walk viewers through the proper way to use your product or service.

By showing them a step-by-step guide, you can convince them to buy your product since they know how the product works.

Essential Video Marketing Tools

Thanks to the internet, now anyone can create their own videos in minutes hassle-free using video marketing tools.

It surely helps small businesses or startups with shoestring budgets that don’t have millions of bucks for hiring a fancy video production company.

Not only for the production, though. You can also leverage video marketing tools to help you with video publication and distribution.

Let’s see some of the essential video marketing tools you should consider using!

Scriptwriting Tools

Before you get into video production, you have to come up with some ideas. In this case, you need to use scriptwriting tools to help you get your story onto the page.

Most of the tools provide you with a collaborative feature, so you can work with your team members on the same document in real-time.

Here are some scriptwriting tools that are well worth trying to incorporate into your own writing process:

  • Celtx
  • WriterDuet
  • StudioBinder.
  • Final Draft 10

Video Editing Tools

Video editing tools help you to take care of your whole video production.

From adding some effects to color corrections, this tool or software plays such a significant role in creating stunning marketing videos. 

Some of our favorite video editing tools that you can try are:

  • Final Cut Pro
  • iMovie
  • Adobe Premiere Pro
  • VSDC Free Video Editor

Sound Recording Tools

You might want to add voice-over to your videos. You can always use the voice recorder that you have on your phone. But, if you want a more professional result, you need to use sound recording tools:

Here are some tools you should consider using:

  • Audacity
  • WavePad
  • RecordPad
  • GoldWave

Video Hosting Sites

After you finish with all the production and finally have a well-crafted video in your hand, it’s time to distribute them using a video hosting sites or platforms.

While YouTube is the most popular option, some other platforms are specifically designed for video marketing campaigns, like these below:

  • Vimeo
  • Wistia
  • Vidyard
  • SproutVideo

Some Quick Tips Before You Start

Like any other type of marketing, video marketing has some ‘rules’ to work effectively and bring you the best results.

Below are some quick tips to ensure that you create high-performing videos and promote them effectively:

  • Keep the videos short and sweet. The ideal length of marketing videos is around 2 minutes. After the 2-minute mark, the viewers are most likely to lost focus.
  • Add captions. You can expand your viewers’ reach by adding captions to make it easier for mobile users to access your videos.
  • Choose the right video hosting sites. You need to understand your viewers’ or target customers’ demographics in the first place. Find out where they ‘hang out’ before you start investing in video hosting sites.
  • Produce different types of videos. You can’t rely on one video to help you achieve all of your marketing goals. Therefore, you need to produce different videos to achieve different goals.

Summing Up

Video marketing has now become a staple tool for businesses that determine to stand out and cut through the noise.

With the basic guide above, now you understand what it takes to plan an effective video marketing campaign and how you do it. Good luck with your video marketing campaigns!

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About the Author

Natasha Rei is the Digital Marketing Manager of Explainerd, an explainer video production agency. She ensures strategic goals are met by directing online and social media campaigns.

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