What Is Video Marketing? In truth, video marketing is not some kind of new concept, it has been around for years, but all the bigger businesses have found innovative ways to promote their products and services through it. Video marketing is introducing video content into a marketing plan.

In truth, video marketing is not some kind of new concept, it has been around for years, but all the bigger businesses have found innovative ways to promote their products and services through it. Video marketing is introducing video content into a marketing plan.

What Is Video Marketing? The Essentials and Benefits

What Is Video Marketing?

Video marketing is the strategic use of video content to promote a brand, product, or service. It involves creating and distributing engaging videos that resonate with a target audience, with the aim of achieving specific marketing goals, such as increasing brand awareness, driving website traffic, generating leads, or boosting sales.

Components of Video Marketing

Video marketing encompasses a range of activities, from planning and scripting to production, editing, and distribution. Here’s a breakdown of the key components:

  1. Planning and Strategy: Define marketing goals, target audience, and messaging before creating videos.
  2. Scriptwriting and Storyboarding: Develop compelling scripts that follow a clear narrative structure. Create storyboards to visualize the video’s flow and transitions.
  3. Production: Capture high-quality video footage using appropriate equipment and techniques. Ensure proper lighting, audio recording, and scene composition.
  4. Editing: Use editing software to refine the video’s pacing, enhance visual elements, and add transitions, music, and voiceovers.
  5. Distribution: Distribute the video across various channels, including social media, YouTube, website embedding, and email marketing.
  6. Analytics and Measurement: Track video performance metrics, such as views, engagement rates, and conversions, to evaluate the effectiveness of the campaign.

Applications of Video Marketing

Video marketing can be applied to various marketing objectives and across different platforms:

What is Video Marketing?
  1. Brand Awareness: Create compelling brand storytelling videos to establish brand identity, values, and personality.
  2. Product Promotion: Showcase product features, benefits, and usage through explainer videos, product demos, and customer testimonials.
  3. Lead Generation: Capture leads through interactive videos, gated content, and video calls to action.
  4. Website Traffic: Drive more visitors to websites using engaging videos, such as homepage videos, product landing page videos, and video ads.
  5. Sales Conversion: Nurture leads and drive sales with persuasive sales videos, product reviews, and customer success stories.
  6. Social Media Engagement: Spark conversations, build brand loyalty, and increase engagement with social media video content.
  7. Thought Leadership: Establish expertise and credibility through informative and educational video content.

Benefits of Video Marketing 


Adding video marketing to your business will no doubt bring more traffic towards your website. Most businesses have YouTube and Vimeo channels as a way to post the videos they have produced. Having a channel which provides engaging and educational content would go a long way in improving the brand awareness of your business, and in turn, increasing the sales of your product or service. 

It is all good producing great video content, but the next step is to get it seen by potential customers. When uploading a video to your YouTube channel, it is important to put keywords at the start of titles that are the most effective. Both YouTube and Google most likely recognise them as important when ranking the video, meaning they are more likely to appear when someone searches for that nature of the video.

SEO for video marketing
SEO is a massive part when it comes to video marketing. Image credit: Myriam Jessier.

Builds Trust

Video allows you to relate with customers on an emotional level, video displays information in the easiest way possible. Most people can be sceptical of just buying a product online and just trusting a few reviews that have been left for the product. Video allows you to show the benefits of the product and how to use it. 

This is a good example of using video marketing to build trust. The video is very emotive and uplifting no matter who you are.

More Engaging 

Using video marketing instead of a more traditional method allows you to draw an emotional response from a viewer. We as humans are lazy, we want to digest our information in the easiest way possible, and thanks to video marketing this is possible. Approximately, 65% of the world is visual learners, so using video marketing is very beneficial.   

On YouTube especially, you can ask people to engage with the video, this includes liking, sharing and subscribing to the YouTube channel. The more engagement you receive on your videos, the more likely they are to show up in recommended videos and potentially the trending page, which would bring large traffic towards your business. 

Easy To Produce

Thanks to how much technology has grown over the years, anyone can produce good video content. Just because a business does not have the best camera equipment in the world, it does not mean they still can not produce quality video content. Most smartphones come with a 4K camera making it very easy to film a video for your business.  

Both TikTok and Instagram reels are great ways to produce a video for your business. TikTok and Instagram reels can be short videos which will prevent people from getting bored with watching a longer video. 

What Is Video Marketing - Smart phone
Image credit: Deny Abdurahman

Grows Your Online Presence

Any business without some form of online presence is very unlikely to grow further. Video marketing makes your content far more appealing while being very easy to consume. Platforms like YouTube make it very simple to share content, which is good for promoting your business.

Above is a good example of growing your online presence correctly. The video includes humour and portrays Slack in a good light. In truth, the video is not the typical way to promote your business but works great. 


Some businesses may choose to hire a video production company to design video content, but another cost-effective method is to produce the content in-house. However, this may result in less quality. Smaller businesses may choose to produce their content as they do not have the resources that a bigger business would have.

What Is Video Marketing - Cost effective
Image credit: Josh Appel

Live Videos 

Live streaming has continued to grow over the years, many businesses use both Facebook and Instagram as a way to Live Stream. Filming live is a more realistic type of video, it is unedited so it feels more authentic for a customer. 

Live streaming is a good way to engage with customers, on both Instagram and Facebook customers can leave live comments to which they person recording can respond, this is good if customers have any questions about a businesses product or service. 

Tips and Tricks on Video Marketing

What Does the Viewer Want?

When planning video marketing, always think, how well would this translate to a video? Imagine someone who has never seen whatever you are selling, after watching the video how interested would you be in purchasing it? The video has to both entice the viewer to want to buy the product while also giving them some form of entertainment, getting the proper balance can be a difficult task. 

Social Media Is Key

Social media is essentially a free way to promote whatever you have to offer.  Using social media, like Facebook, Twitter, Instagram or Snapchat means you are exposing your product to a larger pool of potential customers. 

An application that businesses can use is TikTok. Like YouTube, video is the only type of content on the app. TikTok only allows up to 60-second videos, so it allows for quick information that people prefer. 

Some of the biggest companies in the world have turned to TikTok as a way to market their products.

Above is an example of McDonald’sproducing video content for TikTok. The video is short and gives people to duet the video about what they order at McDonald’s. 

Types Of Video Marketing

Educational Videos

Educational videos are beneficial, especially for businesses. In this type of video, you can lay out the clear benefits of your product which will encourage the audience to purchase it. Businesses could release video tutorials on how to use a product that they have made, these kinds of videos are beneficial for YouTube. 

The Spot

This type of video you will usually find as a TV advertisement, on social media or a businesses website or blog. The spot is usually a shorter video, which engages the audience straight away. The purpose of the video depends on what kind of businesses you are and what kind of story you are trying to tell.

Promotional Videos

The primary goal of a promotional video is to suit a certain need of a customer and then supply them with a solution. In promotional videos, you have to persuade the customers to choose your product compared to similar ones on the market.

Examples of Promotional Videos

  • Giveaway videos
  • Corporate videos 
  • Announcement videos 

Behind the Scenes 

Showing what the business is like behind the curtain is a great way to seem more relatable to your customers. Behind the scenes portrays the day-to-day running of a business and lets customers see the employees. 

This is an example of a behind the scenes from a smaller business. The video describes what a typical day would look like in the warehouse. Obviously, a bigger company would probably have more to show off in their behind the scene videos.

Customer Testimonials

Having customers give a raving review of your product or service is a great way to attract potential new customers. People will see the great experience customers had with your business and will imagine they will get the same success. 

Video Marketing Formats: Beyond Ads

Video marketing has evolved beyond traditional advertising to encompass a diverse range of formats and applications. While ads remain a significant part of video marketing strategies, businesses and organizations are increasingly recognizing the power of video to engage audiences, convey messages, and achieve various marketing goals.

1. Social Media Videos:

Social media platforms like YouTube, Facebook, Instagram, and TikTok have become primary channels for video consumption. Businesses can leverage these platforms to create and share engaging video content, including:

  • Short-Form Videos: Capture attention and convey messages quickly with bite-sized videos, such as Instagram Reels or TikTok clips.
  • Livestreaming: Connect with audiences in real-time through live video broadcasts, hosting events, or conducting interviews.
  • Storytelling Videos: Engage viewers with compelling narratives that showcase brand values, product features, or customer experiences.

2. Email Video Marketing:

Incorporate videos into email campaigns to enhance engagement, boost open rates, and increase click-through rates. Consider using:

  • Product Demo Videos: Showcase product features and benefits through visually appealing demonstrations.
  • Customer Testimonial Videos: Let satisfied customers share their positive experiences to build trust and credibility.
  • Explainer Videos: Simplify complex concepts or services using concise and informative explainer videos.
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3. Website and Landing Page Videos:

Integrate videos into website pages and landing pages to capture attention, enhance user experience, and drive conversions. Utilize:

  • Hero Videos: Create a captivating first impression with a full-screen video on the homepage.
  • Explainer Videos on Landing Pages: Clearly explain product offerings or services to drive conversions.
  • Testimonial Videos to Build Trust: Showcase customer testimonials to enhance credibility and influence purchasing decisions.

4. Educational and Informational Videos:

Establish expertise and attract potential customers by creating educational and informative videos. Consider:

  • How-To Videos: Provide step-by-step instructions for using products, services, or solving common problems.
  • Industry Insights Videos: Share industry knowledge, trends, or thought leadership through informative videos.
  • Behind-the-Scenes Videos: Give viewers a glimpse into the company culture, values, and team to build a deeper connection.

5. Branded Entertainment and User-Generated Content:

Engage audiences and foster brand loyalty through entertaining video content and UGC. Utilize:

  • Branded Entertainment Videos: Create humorous, engaging, or inspiring videos that align with the brand’s personality.
  • User-Generated Content Videos: Encourage user participation by hosting contests, challenges, or campaigns that generate video content.

6. Interactive Video Experiences:

Enhance user engagement and interaction through interactive video formats. Consider:

  • Branded Quizzes: Create interactive quizzes that test viewers’ knowledge and promote brand awareness.
  • Shoppable Videos: Integrate product links directly into videos to facilitate seamless shopping experiences.
  • Augmented Reality Videos: Overlay digital elements onto the real world to create immersive and interactive experiences.

Video Optimization Best Practices

To maximize the impact of video marketing campaigns, it’s crucial to optimize videos for engagement, search engines, and overall effectiveness. Here are some key optimization best practices:

1. Video Length:

  • Consider Platform and Audience: Tailor video length to the specific platform and audience. For social media, shorter videos (under 30 seconds) tend to perform better, while longer videos may be suitable for YouTube or website embedding.
  • Adapt to Content Type: Adjust video length based on content type. Explainer videos should be concise, while storytelling videos can be longer.
  • Maintain Viewer Interest: Ensure that the video’s content justifies its length. Avoid unnecessary fillers and maintain viewer engagement throughout.

2. Clear Calls to Action (CTAs):

  • Incorporate Effective CTAs: Include clear and compelling calls to action that prompt viewers to take the desired action, whether it’s visiting a website, signing up for a newsletter, or making a purchase.
  • Strategic CTA Placement: Position CTAs strategically throughout the video, such as at the beginning, middle, and end. Use visual elements and text overlays to highlight CTAs.
  • Vary CTA Formats: Utilize different CTA formats, such as verbal prompts, on-screen text, or interactive elements, to capture attention and encourage action.

3. Evoke Emotions:

  • Tap into Human Emotions: Videos that evoke emotions, such as happiness, humor, or inspiration, tend to be more memorable and shareable.
  • Storytelling and Emotional Connection: Use storytelling techniques to connect with viewers on an emotional level. Create characters, build empathy, and evoke relatable emotions.
  • Emotional Appeal for Different Goals: Tailor emotional appeal to the desired outcome. For brand awareness, evoke positive emotions, while for product promotion, highlight emotions associated with the product’s benefits.

The latest statistics on increased video consumption:

  • Global Video Consumption: According to Cisco’s Global Video Traffic Forecast, online video will account for 82% of all internet traffic in 2023.
  • Mobile Video Growth: Mobile video consumption is on the rise, with mobile devices accounting for 70% of all online video viewing in 2023.
  • Social Media Video Engagement: Social media platforms are driving video consumption, with 62% of social media users watching videos on their platforms daily.
  • Video Ad Effectiveness: Video ads are proving to be increasingly effective, with 83% of viewers recalling a video ad they saw in the past month.
  • Video’s Impact on Purchasing Decisions: Video is significantly influencing purchasing decisions, with 73% of viewers saying that video has influenced their purchasing decisions in the past month.

These statistics highlight the growing importance of video marketing in today’s digital landscape. Businesses that effectively incorporate video into their marketing strategies can reach a wider audience, engage potential customers, and achieve their marketing goals.

Additional statistics:

  • Video Marketing ROI: According to a survey by Wyzowl, 87% of marketers say that video has a positive ROI.
  • Video Marketing Budget: Marketers are increasing their video marketing budgets, with an average increase of 25% in 2023.
  • Video Production Trends: The demand for high-quality video production is increasing, with businesses investing in professional video production services.
  • Video Marketing for SMBs: Small and medium-sized businesses (SMBs) are recognizing the power of video marketing, with 86% of SMBs using video in their marketing strategies.

Frequently Asked Questions (FAQ)

Q: What are the most common types of video marketing?

A: Common video marketing formats include:

  • Explainer videos
  • Product demos
  • Customer testimonials
  • Brand storytelling videos
  • Social media videos
  • Educational and informative videos

Q: What are the essential elements of a successful video marketing strategy?

A: Key elements of a successful video marketing strategy include:

  • Defining clear marketing goals and target audience
  • Creating high-quality and engaging video content
  • Distributing videos across relevant channels
  • Tracking video performance metrics and making adjustments as needed

Q: How can I measure the success of my video marketing campaigns?

A: Useful metrics for measuring video marketing success include:

  • Views
  • Engagement rates (likes, comments, shares)
  • Click-through rates
  • Conversions (leads, sales)

Q: What are the best practices for optimizing video marketing content?

A: Best practices for optimizing video marketing content include:

  • Keeping videos concise and engaging
  • Using clear and compelling calls to action
  • Incorporating relevant keywords and metadata
  • Promoting videos across social media and other channels

Q: What are the latest trends in video marketing?

A: Emerging trends in video marketing include:

  • Interactive video experiences
  • Augmented reality (AR) and virtual reality (VR) video
  • Short-form video formats (e.g., TikTok, Instagram Reels)
  • Live video streaming


Video marketing has become an essential component of modern marketing strategies, offering a dynamic and effective way to capture audience attention, convey brand messages, and achieve marketing objectives. Businesses that embrace video marketing and create engaging, high-quality content can reap significant benefits, including increased brand awareness, enhanced website traffic, improved lead generation, and boosted sales. As video consumption continues to grow and evolve, video marketing is poised to play an even more prominent role in shaping the future of marketing.

Video marketing should be a major part of any marketing campaign. There are endless possibilities thanks to the power of video. Anything you think of, it is very likely that you can create it. Video is a massive part of our everyday lives, so it is an easy place to promote a business’s product or service. 

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