Saturday, February 4, 2023

How to Do Effective Video Marketing and When to Do It for Your Business

The Rise of Video Marketing

Nowadays, a lot of businesses are turning to video marketing to present their products or provide information for their target audience. If you’re not doing it for your company yet, then you might just be falling behind on your competition. According to Biteable, 60% of businesses use video as a marketing tool, and 74% have seen a better return on investment for it compared to simply using static imagery. 

Did you know that according to Oberlo, YouTube is one of the second leading social media platforms in 2021, next to Facebook? With this, you can see the relevance of video streaming and how it gains more traffic and engagement for influencers and brands alike. 

What Are the Benefits of Video Marketing?

When you take advantage of video marketing, you can reap the following benefits: 

  • It’s a cost-effective technique to market your business
  • You get better reachability
  • Producing video content builds trust with your target market
  • It increases your SEO rankings
  • It encourages social shares

How the Pandemic Has Made an Impact on Video Marketing

According to research conducted by HubSpot, the pandemic has made an impact on the video marketing landscape. Although video content is generally seen as a necessary tool for both marketers and consumers, many budgets have been restricted and plans shelved. 

But this has not stopped the production of content creation. And with this, many marketers have opted to adjust the way they produce content for companies and brands to cater to the present situation. 

With this, it has increased the number of online videos for people to watch. And with some individuals still working remotely or have limited work hours due to restrictions, many of them can catch up on video content from their favorite content creators.

As a result, marketers feel more positive about the return on investment videos provide companies more than ever as it increases traffic, leads, sales, and audience understanding.

But with the video marketing landscape becoming oversaturated with various content, how can you stand above the rest? Although videos have become a way for customers to get to know more about a brand, how do you set yourself apart from your competition?

Hence, the question of “how can I do effective video marketing?” comes up.

Ways You Can Do Effective Video Marketing

Video Marketing

Half-heartedly uploading a video nowadays just won’t cut it in the industry. Consumers are now used to high-quality content that if they see content that does not speak to them or measure up to their standards as valuable; then, they will click to the next video right away.

That’s why just like content marketing, you need to produce eye-grabbing, engaging content that they can relate to and will inform them about your business and what you are selling. So how do you do that?

Here’s our guide on how you can do effective marketing:

1. Plan Out Your Video

Just like any marketing campaign, you need to plan out your video, so you can effectively engage and inform your audience. So how do you go about planning for your video?

A. Determine Your Target Audience –

Ultimately, the target audience for your video is your customer. But who is your customer? What do they like? What is their interest? Research more about your target audience and incorporate your findings in your video.

B. Choose a Clear and Impactful Message

You need to decide on a clear message for your target audience. What do you want to say to them to present yourself as a business that can accommodate their needs? How can you relate to them? Make sure that you stick to one clear message, so they can remember your business by the end of watching your video and take something out of the message.

C. Decide the Elements of Your Video –

Make sure that the elements of the video, colors, locations (if there are any), images, and the likes represent your business’ brand identity. Not only that, but you have to make sure that it’s of quality. If you plan a voice-over, the voice in your video must match well with the message you are trying to convey. Find actors that can portray the story of your video well.

D. Create a Guideline or Storyboard for Your Video –

A storyboard gives you a clear picture as to how your video will go, instead of just “winging it.” Although it’s not bad to add some new details that could work on the video, it would still help if you make a storyboard or guideline beforehand to guide you through the start and end of the video.

E. The Video Should Be of Appropriate Length – 

Usually, ads take 1 minute or less, so it’s quick and easy for the audience to watch and consume. But if you’re planning a promotional ad that’s comprehensive, make sure that the information is in small bites and comprehensible for your audience within a short span of time. 

2. Video Creation

Video Creation

Nowadays, there are many programs for you to choose from when it comes to creating videos. If you’re starting out, there are applications with ready-made filters, effects, and the likes that will help you in creating a high-quality video.

If you’re still struggling with how to effectively create one, you can study the popular video content of your competitors. See what kind of effects, angles, and such really engages your target audience.

Pro Tip: Make sure that the ratio of your video matches the website you will be uploading it on, whether it’s Facebook, Instagram, or Twitter. 

3. Upload & Caption

Video Upload

You should be intentional about where you upload your promotional video. Are you planning to run the ad on YouTube? Facebook? LinkedIn? Or maybe Instagram? Either way, you need to choose a social media platform that your target audience is more likely to use. If you plan to promote for B2C, then social media platforms like Facebook or Instagram are a great way to advertise. On the other hand, if you cater to B2B, then you should upload your video on LinkedIn.

On the other hand, for captions, you need to make your post caption informational yet brief. If you’re planning to upload your video on YouTube, adding relevant keywords to your caption and title would help in making your video more visible on search results. Adding the link to your website and other relevant links also help. For Facebook, avoid using links from other websites on your video marketing post, and instead add a caption that captures your audience’s attention at first glance.

4. Promote Your Video

Video Promote

One of the cost-effective ways to get more engagement for your video is to take advantage of paid ads. Social media platforms offer paid advertisements for businesses who want to improve their reach. Unlike before, wherein you have to pay companies huge amounts of money to get your video ad to play on television channels, now, you don’t have to break the bank just to boost your video’s visibility on huge social media platforms.

At the same time, since the ads are targeted, you can guarantee that the right people (your target audience) are the ones who can see your video.

When Should I Use Video Marketing for My Business?

You can use video marketing for your business at any time. When you provide relevant, high-quality content to your target audience, you can guarantee more traffic, engagement, and conversions. 


Video marketing is now becoming one of the most important online marketing strategies for businesses today. The popularity of video marketing continues to increase as users are more drawn to consuming video content when getting their information. With the video marketing landscape becoming more and more saturated as businesses try to produce more video content online, it’s crucial that your business creates unique content that speaks to your target audience and portrays who you are as a business.

Louise Savoie
Louise Savoie
I am Louise Savoie Digital Marketer at Proweaver, a web development company specializing in Custom Website Design which helps sole proprietors and small companies increase their sales and grow their business. I am responsible in Content Marketing and Social Media Marketing. You can find us on Facebook: @webdesignproweaver and on Twitter and Instagram: @proweaver

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