Video Marketing

Our Guide to Creating a Video Marketing Strategy

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Our Guide to Creating a Video Marketing Strategy

There’s no mistaking it: the path to purchase is paved with videos, especially in digital-first marketing strategies. A video ad isn’t seen as a tool for early-stage awareness anymore — it plays a role in every part of the consumer journey

But not just any ol’ video would do. Our access to video today may be unprecedented, but there’s never been less room for yesterday’s TV material in online video marketing. The industry has boomed into a diverse realm of moving pictures where search, content, and viewing platforms are tied together in a complex web.

How do you find your way around this new world? In this article we’ll cover three important areas that will upgrade your video marketing efforts for the new decade:

Audience: Define your target market by behaviour

There are many truisms going around about video marketing. For instance, people tend to think that short ads are the safest choice — but some brands experience significant brand impact using long-form video content. This was the case for Samsung when their purchase rate soared by 17 percent after they partnered with YouTube creators to create one to five-minute /make videos.

Whether it will work or not depends on who your audience is. Truisms imply (problematically) that a majority of internet users are susceptible to a universal list of cheat codes. Writing “everyone” as your target market simply isn’t realistic, especially in the age of the internet. 

According to Seth Godin, 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. Understandably, you might feel some resistance to committing to a small — or smaller — audience, but there’s an argument to be made about making connections where it matters.

Psychographic segmentation

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

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

Jobs-to-be-done framework

The principle behind the jobs-to-be-done framework is best summed up by Clayton Christensen, “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 any more of that. Using the slogan, however, they managed to position the service as a way to come into good bargains minus the effort.

Goal: Empower your user by upgrading their knowledge and skills

After isolating your target market, now you have to find out what they want. What does it take to drive a consumer to purchase?

Before making a purchase decision, 55 percent of people go to YouTube for research. They want to learn about specifications, how other people use the product, and the philosophies behind them. This also ties in with the trend of self-directed learning that has made explainer videos so popular.

According to Think with Google: “One in two people say they seek out content that gives them new perspectives about their own lives.” This is the reason video marketers today prioritise authenticity — video content today 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:

Growth: Test, learn, and adapt to your market

The cultural zeitgeist is never at rest. Marketers have to be constantly on-the-ball about what the market cares about. Awards don’t really measure how effective a strategy is – only actual customer engagement can do that. And because every product or brand’s market fit is susceptible to change, course-correcting should always have a place in your strategy schedule.

Perhaps the best way to make sure your ads are relevant is to adopt a test-and-learn agenda. With the right data you can re-engage viewers over time with video ad sequencing — a service in YouTube that allows business users to tell their brand story with a series of videos set in an customisable order.

Growth: Test, learn, and adapt to your market

Over to you

Overall, a marketing strategy should cover these three bases and execute a number of campaigns or tactics at different stages. For best results, read more about how to plan your next video marketing campaign on Clipchamp’s blog and aim to empower your psychographically segmented audience with authentic, informative content.

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