Video marketing is no longer the icing on the cake for an exceptional marketing strategy. It’s now a foundational layer. This is reinforced by the fact that 93% of internet users worldwide watch online videos monthly, and 90% of consumers say video helps them make buying decisions.
Your brand can use video marketing strategies to expand upon your services, educate consumers, and engage with customers. Implementing videos across social media channels, web pages, and email campaigns may be the boost you need to help your business grow and capture new audiences. These video marketing tips will teach you how to use videos to your advantage.
Types of videos to use in your marketing strategy
Video marketing is a broad term that you can further break down into types of videos. The type you choose depends on your brand, the message you want to convey, and data about how your consumers learn best. Remember, the end goal is to engage the viewer and present information in a way that sticks with them.
Here are several common types of videos:
- Explainer video: Short videos to explain your products or services to those interested in making a purchase.
- Product demo: Showcase features and interactive elements of your products to entice buyers.
- Testimonial: Real-life feedback and stories from customers to add validity to your business.
- Behind-the-scenes: Offer consumers a more personal look at your company with exclusive footage.
- User-generated content (UGC): Partner with influencers or celebrities to promote your products to their audiences.
- Live stream: Use channels like TikTok or Instagram to connect with your audience and showcase products on live.
- Social media video: Create reels or feed posts to connect with your audience on social media.
Depending on your brand, one or all of the above may be a good fit. Test different methods and use analytics to create guided video marketing tactics for the next campaign.
How to create a video marketing strategy
Creating an impressive video marketing strategy requires knowing your goals and target audience. Once you nail down the basics, you can optimize video content for different channels and track success metrics across each platform.
There is no one-size-fits-all approach to successful video marketing campaigns, so it’s important to tailor content to your business needs.
1. Define your goals
The next step is defining your video marketing goals. Why do you need a video marketing strategy? What are you trying to convey to customers? What is your end goal when it comes to lead generation? Here are some factors to consider before you build out the campaign:
- Product education: Showcase your products and services and show your audience the ‘why’ and ‘how’ so they are more compelled to purchase.
- Brand awareness: Create brand recognition and familiarity that align with how you want your brand to be perceived.
- Lead generation: How do you want to funnel leads?
- Sales: What products are you promoting, and where do you want to boost sales?
- Customer engagement: Define how you’ll engage with customers via social media channels, advertising campaigns, etc.
Defining your end goals can help you tailor video content to specific audiences and distribute it on the correct platforms to drive conversions. It also gives your team a cohesive end goal so they work together to produce content that achieves the desired results.
2. Identify your target audience
Another crucial factor is your target audience. These are the viewers more likely to convert to sales, so your videos should speak to them and their needs. Identify aspects like:
- Demographics: Note details like the age range, location, and background of your target audience.
- Psychographics: Dive into personality traits, lifestyles, beliefs, and more, to further connect with your audience.
- Interests: Identify the hobbies and interests of consumers to offer video content that connects.
- Behaviors: How does your target audience make decisions? This can help you optimize video content to guide them to a purchase.
- Funnel stage: Identify at what stage you’re targeting your audience: awareness, exploration, consideration, or decision.
The ultimate goal is to connect with your target audience and provide video content that helps them feel confident when making a purchase.
3. Develop a strong narrative
The foundation of your videos should include a strong storyboard and script. These elements ensure the video has a flow that will be easy to follow for viewers. A storyboard consists of the visual elements for your video, character identification, and a plot outline. The script contains concrete information and product details in your company’s tone.
Use these elements to implement edits before production to reduce costs, ensure cohesiveness across teams, and determine the overall narrative of your videos. This will serve as your blueprint as you move to video production.
4. Set yourself up for quality production
Your final product is only as strong as the elements used in production. Set your team up for success by investing in the production phase. Here are some aspects to dedicate special attention to:
- Scripts: Your script serves as the baseline for the entire production.
- Video tools: Ensure you use high-quality video creation or filming software with advanced features like collaboration or integration options.
- Audio: Make sure the audio is clear and utilize tools that offer dubbing, voiceover options, or background noise removal to enhance audio.
- Motion graphics: Animations enhance your video and connect with the viewer.
- Editing and post-production tools: Use professional editing software. Save time and produce high-quality content by using AI video editing tools. These can turn your script into a video using avatars, which significantly speeds up the production phase.
Your final video now showcases the hard work you put into it. This will present well across various platforms.
5. Optimize for relevant platforms
Now that you have a high-quality video, you want to ensure it is optimized across all platforms. Optimization not only helps your content present properly but also gets it in front of your target audience.
Practical optimizations include dimensions for social media channels, overall content structure, and technical performance. SEO optimizations, like including relevant keywords in titles and descriptions, can help boost visibility on platforms like Google or YouTube. Other SEO optimizations to consider include:
- Keyword research: Target keywords and optimize titles, descriptions, and tags accordingly.
- Closed captioning: This improves accessibility and allows Google to index the text of your video.
- Metadata: This helps Google understand your content and can improve the appearance of your page’s search results.
Optimizing your content is key to your overall video marketing strategies and can increase website traffic.
6. Plan distribution, promotion, and localization
The next step is distributing and promoting your videos to reach your intended audience. You can also use features like video localization through AI to help your content reach a wider audience across each platform.
There are various distribution options depending on your brand, consumers, and paid media strategy. Some include:
- Email marketing: Include video content to engage newsletter subscribers.
- Paid advertising: Invest in paid advertising across social media platforms, Google Ads, etc.
- Social media marketing: Use the power of Facebook, Instagram, YouTube, TikTok, and more to distribute your videos organically. Do a deep dive into your target audience to ensure you’re using the right platform for maximum return.
- Influencer partnerships: Reach out to influencers in your industry to promote your products or share your video content. Make sure their values and platform align with your brand.
Promoting your content on channels that resonate with your audience in their local language is crucial to the success of your video marketing strategy.
7. Analyze performance
Your content is out in the world, but the strategy doesn’t stop there. Tracking analytics and analyzing key performance indicators helps you measure success while improving campaigns in the future. You can measure these against the original goals set in step one. Some key metrics to track include:
- Views: Video views across all channels.
- Click-through rates (CTRs): How often viewers click on links.
- Engagement metrics: Track likes, shares, comments, etc.
- Conversions: Ensure viewers eventually become leads.
Running weekly or monthly reports allows you to further analyze these metrics and adjust strategy year-over-year.
Benefits of video marketing
Video marketing is a strategy that can expand your customer base while providing valuable information to loyal consumers. If you aren’t adding videos to your marketing plan in 2025, you’re already behind in today’s digital world.
The benefits of video marketing are expansive, but some include:
- Increase brand awareness: Make your brand recognizable and improve trust surrounding your products and services.
- Improve SEO: Videos keep consumers on your page longer and can help your content rank higher.
- Boost conversions: Videos engage viewers more and make them more likely to explore further.
- Increase sales: 82% of people say they’ve been convinced to buy a product or service by watching a video.
- Optimize for mobile: 70% of the U.S. respondents reported watching videos on their mobile devices. It’s clear that mobile-forward content is the future.
- Educate the audience: Videos let you dive into product features and ultimately help consumers understand the ‘why’ behind your business.
Video marketing best practices
Understanding how to create a video marketing strategy that follows best practices will help you succeed in the long run. While every brand is unique and your content should remain customized, there are several key elements to remember for any strategy.
Practices like storytelling, audience education, concise content, and including a call-to-action (CTA) will always be applicable.
Utilize storytelling
Use storytelling to add a personal touch to your videos. While content should include helpful facts and information, you can incorporate your brand voice into each video. This helps viewers connect and see your brand as approachable. It also helps consumers remember your brand if they can connect with your story or personal element.
Educate your audience
Value is key in all forms of content. Make sure you’re educating them and providing new information. This will position your brand as an expert and improve trust across your audience. You can also use how-to videos to explain your products or services, further deepening this trust.
Keep it concise
Finding the balance between information-dense videos and not going overboard lands you in the sweet spot for consumers. Users have short attention spans, hence the growth of platforms like TikTok and Instagram.
They want the valuable information, but they want it fast. For example, large TikTok accounts (between 10,001 and 50,000 followers) were reported to have an ideal content length of seven minutes. Keep it short and sweet.
Include a call-to-action
One of the most critical parts of your video content is a CTA. This is what generates conversions and directs viewers to your website or product pages. Offer a link to a specific product, a newsletter sign-up form, or a call to follow your page. Without a CTA, viewers may not take the next step to connect with your brand.
Streamline video marketing with AI
Does video marketing sound overwhelming? Fortunately, AI can save you time and money while producing engaging video content. AI video marketing tools can take care of voiceovers, auto-translate content, and save you from recruiting team members to sit in front of a camera.
AI technology from HeyGen can create custom instant avatars to deliver your content professionally without the legwork. It can also localize your content into over 170 different languages and dialects. This streamlines production and localization in one sweep. Video marketing strategies don’t have to eat away at your company’s marketing budget to be impactful.
Learn more about how HeyGen can enhance your marketing videos and help you connect with new audiences.
