Video Marketing

How to create a video marketing strategy

Posted January 6, 2022
Written by Clipchamp

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New to video marketing or looking to upgrade your brand’s dated video marketing strategy? Video marketing keeps getting bigger and better each year, and so should your brand's video marketing strategy. 

Our guide to creating a video marketing strategy

There’s no surprise video marketing is a force to be reckoned with. Consumers are now 85% more likely to buy after watching a product video. And the United States digital video marketing industry is worth over $135 billion alone. 

The path to purchase is paved with videos, and they play a major role in every part of a consumer's journey. So how can your business meet its goals and create professional video content? 

Read on to explore everything you need to know about developing a video marketing strategy. 

  • What is your video marketing goal? 

  • Who is your target audience?

  • Different types of video marketing 

  • Where can video marketing be posted? 

  • How to plan content production 

  • How to create professional video marketing 

  • Understanding growth metrics

How to create a successful video marketing strategy

Video marketing is one of the most popular ways to create brand awareness, keep consumers engaged with longer watch times, and increase conversation rates.

Create or upgrade your video marketing efforts by following these tips. 

1. What is your video marketing goal?

Firstly, let’s determine what you would like to achieve with your new video marketing strategy and set some reasonable goals. What does it take to drive a customer to purchase? 

Effective video marketing is to increase leads. 84% of customers claim they have been persuaded to purchase a product or service after watching an explainer video by the brand. Consumers want to learn about specifications, how others use the product, and how it’s going to resolve their pain points. 

But video marketing goals aren’t just about persuading prospects to buy. Common video marketing goals include brand awareness, demand generation and conversation, and viewer engagement. Goals can be to grow a higher quality email list, drive more traffic to your blog post and website landing page, or capture statistics on who your target audience is and their feedback. You’re also more likely to rank on any search engine’s first page if you use a video marketing tactic. 

According to Think with Google: “One in two people say they seek out content that gives them new perspectives about their own lives.” That’s why video marketers prioritize authenticity, as video content is more personal than polished. With this strategy in mind, Airbnb won a Webby Award for a resonant video telling its audience about different kinds of love:

2. Who is your target audience?

Brand’s who have a successful video marketing strategy know exactly who their target audience is. No matter what industry you are in, understanding who your video is targeting is key. 

Establish who your target audience is, this may be dictated by their age, location, gender, income, behavior, interests, and other factors. Then, figure out what their pain points are, and what style of video they like to watch. The more specific, the better. Don’t worry if your product or service isn’t going to be for everyone. Your video marketing strategy aim should be to help viewers self-qualify. You can use a no log VPN service to view what audiences from different countries can view about your brand.

There’s a high chance of success for video marketing with smaller audiences. Let’s take a look at the two most popular ways to determine a target audience.

Psychographic segmentation

Rather than age, ethnicity, and gender, psychographic segmentation measures attitudes and interests. This kind of segmentation might lead you to an unexpected and news-worthy spot. 

When Olay discovered that their audience loves football and horror movies, they created this much-talked-about ad starring Sarah Michelle Gellar.

Jobs-to-be-done framework

Clayton Christensen defines the jobs-to-be-done framework to be, “People buy products and services to get a job done.” Nobody purchases a broom because they want a brush attached to a long stick, what they want is a clean house. 

Amazon had a winning slogan for their 2015 Black Friday ad in “let the deals come to you”. It was essentially an ad for notifications, but nobody wants more notifications. But by using the slogan, they positioned the service as a way to come into good bargains minus the effort of searching. 

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3. Different types of video marketing

Before you dive into recording your marketing videos, you need to think about what videos you’re going to create. What style of video best works for your target audience? How can you best tell your story within your budget? 

It’s also important to consider what style of videos will fit into your marketing funnel and customer journey. Each consumer will be at a different point in their journey, so creating multiple videos will be necessary. 

Brand’s tend to think short-form ads are the safest choice to connect with their target audience. But this may not be the case for all businesses. Some receive significant brand impact using long-form video content. Samsung’s purchase rate soared by 17% after they partnered with YouTube creators to produce a 5-minute video. 

Take at 6 of the most popular styles of video marketing styles. 

Social media videos

Social media videos are easy to create, engaging to watch, and are designed to be shared. You can find them typically on platforms like Instagram, Facebook, TikTok, Twitter, and YouTube. Social media videos are perfect for watching anytime along the buyer's journey, as they’re shorter, meaning more engaging for potential and current customers. Businesses can promote anything from new products, sales, new packaging, and upcoming events. Seth Godin says, if the television was a mass medium, the internet is a micro-medium. Brands today have a good chance of finding success by marketing to the smallest viable audience. 

Explainer videos

Do you want to teach your target audience more about your brand, product, or service? Explainer videos will be the perfect way to do so. Quickly and efficiently share with your audience your brand's mission, important information, and end with a strong call to action. They’re usually around 1 to 2-minutes long and come in many forms like traditional content, whiteboard animation, 2D, or 3D. When creating an explainer video, remember to include what your audience's problems are, how your brand can fix them, and why they should choose you. 

Customer testimonial videos

Customer testimonial videos are a popular form choice when creating a video marketing strategy. They show past and current customers positive experiences using your brand's product or service. 90% of customers say their buying decisions are influenced by online reviews, making them an important step to convince prospects to buy. They usually range between 30 seconds to 2-minutes long, making them versatile for any platform including landing pages. Turn raving customers into video marketing champions for your business with Clipchamp’s free video editor.

Product demo videos

Create a demo video for any business from eCommerce to SaaS to help potential customers understand your product’s features. Highlight key features, benefits, and even technical components to potential buyers with a demo video. Product demo videos help your brand beat competitor’s lengthy text descriptions by addressing customers' pain points through video. 84% of customers reported buying a product after watching a demo video. 

Meme videos

Every day, users are becoming more ad averse. Swap your usual strategy for something a little less conventional, like memes. The average millennial engages with 20 to 30 memes a day and this new format can have up to ten times more reach than traditional advertising.

4. Where can video marketing be posted?

Video marketing can be posted on any social media platform that allows video posts. From Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok, the options are endless. But you should aim to post video marketing on platforms that you have a following on and resonate with your target audience. If your customers favor Instagram over Facebook, consider using Instagram Reels or Instagram Lives. 

5. How to plan content production

Save time and money creating your video marketing strategy by planning your content production. A well-thought-out plan means fewer mistakes, and re-editing or recording. Consider the following: 

  • Brainstorm video marketing video ideas, 

  • Write a script,

  • Create a video storyboard, 

  • Plan different camera angles, 

  • Decide how you will film the video (webcam recorder, smartphone), 

  • Gather props and featured people, 

  • Select filming locations, 

  • Edit with Clipchamp’s free online video editor, 

  • Share video for feedback and approvals.

6. How to create professional videos for marketing

Every business has a unique origin story, and this can inspire amazing video content. Use video marketing to introduce your brand, talk about your purpose, solve customer pain points, any challenges, or the big dream. Create captivating marketing videos that drive sales without leaving your web browser with Clipchamp

Making videos doesn’t have to break the bank. Our free video editor comes with all the professional features required to create great marketing videos, with no experience required. Browse our library full of customizable video templates, tailored for any industry. All you have to do is change the text, add your brand kit, customize subtitles, choose some stock videos, and export directly to social media.

7. How to understand growth metrics

The cultural zeitgeist is never at rest. Keeping a successful video marketing strategy means always being on the ball. Constantly analyzing customer engagement, view counts, watch times, shares, likes, and comments are extremely important. And because every product or brand’s market fit is susceptible to change, course-correcting should always have a place in your strategy schedule. Using a tool like Metrics Watch, you can receive automated reports with your data directly to your email inbox. Regularly checking in on the performance of your video campaigns lets you see what is working and what isn't, so you can make adjustments to make your campaigns more profitable.

Adopting a test-and-learn agenda might be the fastest way to measure ad analytics. With the right data, you can re-engage viewers over time with video ad sequencing. You can also check out competitors' analytics to publish better videos. 

Time to get started

It’s now time to start creating your video marketing strategy and reach your goals. For more video marketing campaign tips and tricks, check out how to plan your next video marketing campaign

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