Video Marketing

How to plan an effective video marketing campaign

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Struggling to create a video marketing campaign that outshines your competitors? Video marketing has taken over the way businesses and content creators communicate with customers. It’s cost-effective, time-efficient, and one of the preferred ways to learn about a product or service. And video marketing is not showing any signs of slowing down soon. 

Most marketers have caught on to the power of video marketing. 86% of businesses use video as a marketing tool, and 93% of marketers who use video say it’s an important part of their marketing strategy. If your marketing goal is to increase traffic to your website, then creating social media ads, email campaigns, and content marketing campaigns might be the best option for your business. Plus your videos should be optimized for search engines.

How to Plan Your Next Video Marketing Campaign CC thumbnail

So how do you create a successful video marketing campaign? Read on to explore how your business can plan your next video marketing campaign with Clipchamp’s free online video editor.

1. Define your goals and marketing pillars

When planning your video marketing campaign, there are plenty of things to consider. What is the purpose of your video? Is it to increase brand familiarity, launch a new product, increase sales during a proportional period? Your marketing strategy goals will usually land under three different umbrellas, awareness, consideration, and action. Let’s break them down. 

Awareness

Video is considered a powerful awareness tool as it’s fast at portraying ideas, messages, and emotions. Video is essential for new businesses that don’t have a large audience yet or are unfamiliar with the core product, or service. Think about it like this, if a newly opened animal rescue shelter embeds an introductory video on their website, it will generate better conversion rates, and the video could eventually be repurposed for different channels.

Consideration

The consideration stage is when your audience is already aware of the product or service, but customers still are deciding whether to purchase or not. Make sure to consider which level your customers or target audience are at before making your video marketing campaign. If your marketing campaign objective is a consideration, a bumper ad or a six-second video may be the appropriate choice. Bumper ads can extend the reach of an existing campaign and complement broader messaging. In essence, marketing in the consideration stage is a means to an end. 

Conversion

The third video marketing pillar is conversion. Here’s where your business has the opportunity to educate prospects about your industry and how you can solve their pain points, or add value to them. Rather than creating another video ad, dive into educational content, tutorials, and how-to videos.

Action

Video ads were once targeted towards spreading brand awareness, but now they’re increasingly becoming the driving source of real customer action. Just placing a call to action (CTA) in the description of your video ad or placed as a button within the video, can lead your audience to purchase, sign up, or follow through. 

Retention

Retention is often an overlooked pillar in a business’s marketing strategy, but it’s one of the most important elements. How can your business continue to add value to customers’ lives after their purchase? Follow-up emails, FAQs, educational videos, and special features are simple and easy ways to retain your customers.

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2. Choosing the right platform for your target audience

The next step is to choose platforms to post your marketing videos on that resonate with your audience. What kind of video content does your target audience like watching? Which social media platforms are they regularly using? If your target audience is mainly millennials and Gen Z’s, TikTok might be the appropriate choice to gain the most exposure. But if your target audience is males between the ages of 25 - 34 years, Facebook might be your go-to platform. To help you land the right intersection, here’s an overview of online video’s top channels. 

YouTube

YouTube is the largest video-sharing platform in the world, with 95% of its viewers aged 18 - 29 and 7 out of 10 viewers going to YouTube to search for solutions and acquire new knowledge. Explainer videos are one of the most popular online video types because of this trend in self-directed learning. If your product or service can be angled in a way that teaches or solves a common problem related to work, studies, or hobbies, YouTube might be where your video needs to live.

YouTube ads and YouTube Shorts are other elements that go hand in hand with YouTube channel video uploads. YouTube ads are 95% viewable and are easily accessible to marketers via users’ keyword searches. And YouTube Shorts give businesses a higher exposure rate. Whether you’re creating a product demo, how-to video, sharing sponsored content, or simply publishing a quick YouTube ad, YouTube is the perfect platform for any business. 

YouTube

TikTok

Since the launch of the fun mobile app TikTok, YouTube might have a high competitor on its hands. TikTok and YouTube offer different values to business owners, as the apps are targeted towards different demographics and entertainment purposes. If your target audience prefers short-form 15-second videos, then TikTok is the right choice. From teen challenge videos to honest product reviews, the social media app has changed the way businesses market their content and communicate with customers. 

If you’re after quick customer feedback, selling to Gen Z, Millennials, or absolutely anyone, TikTok is extremely beneficial for lead generation. Its personalized algorithm influencers users to keep scrolling for hours on end and naturally can be a great path for businesses. 

TikTok platform example

Instagram

Instagram is another social media platform that your business can easily profit from. Over 200 million Instagrammers visit at least one business profile per day, making purchasing directly from the app not unusual at all. Two-thirds of Instagram users are aged between 18 - 29, but 18 - 34 years old are the most active age group. Now with the added feature of Instagram Live Rooms video marketing on the social media app has never been easier. If your target audience frequently logs into Instagram daily, then Instagram will be the perfect platform to market on. Just like TikTok, short-form video content can be fun, quirky, and brim with personality. Especially with the help of Instagram Reels. Reel videos appear to millions of daily active users when they visit the Explore page on Instagram, alongside frequently showing up on timelines, which the algorithm does to help shake up the scrolling experience. 

Instagram platform example

Facebook

There’s no denying video achieves a higher reach than static content, and Facebook agrees. More than 4 billion video views take place on Facebook every day, generating 135% more organic traffic than images. No matter if your target audience is aged between 18 - 24 or 50 - 70 years old, Facebook marketing videos can convert your audience into active shoppers.

From image ads to video ads, carousel ads, to collection ads, Facebook has a video marketing ad style to suit every business’s needs. And now the social media platform has introduced Facebook lead generation form ads as well to help businesses find leads, ask the right questions, integrate CRMs, and give your audience what they want. 

Facebook platform example

Landing page and website

No matter who your target audience is, every business should include a video marketing campaign on the website, landing page, or coming soon page. Landing pages help your email and subscriber list grow, improve SEO rankings with keywords, and promote your social media pages. But landing pages with video give you an even bigger head-start. Videos are one of the most effective ways to drive conversations, generate leads, and increase traffic to your eCommerce landing page.  It’s also a great way to increase users to stay on your website for longer. 

Landing page and website example

Email

Already have an awesome email marketing campaign? Try incorporating videos and watch your email open rate increase just by including the word “video” in your subject line. Pair your video with a call to action and you might just find yourself managing traffic of converts. Most of the same principles also apply to Facebook video marketing, like how titles and descriptions are better off with keywords. A functional call to action and an engaging thumbnail are also great for both platforms. Be mindful of your tags and keep testing different ones to see which keywords convert. If you’re having trouble sending large videos in your email marketing campaigns, check out our how-to guide for further assistance.

3. Define your video marketing budget

Now that we have all the groundwork sorted, it’s time to assess your video marketing budget. No matter if you’re a new or existing business, forming a video marketing budget is essential for creating successful and professional videos. You will need to consider pre-production costs, video shoot costs, and post-production costs. Making videos doesn’t have to break the bank. Start by using your smartphone camera to capture footage, along with one of our free stock videos or background music tracks. Easily edit your video with Clipchamp’s free video maker in just a few clicks. 

4. Assign batch creating days to create content efficiently

Batch create videos in advance to save you valuable time, money, and keep your customers and followers entertained with relevant content. Instead of uploading content directly from your camera roll to social media, batch-creating content lets you have your video content prepared, set up for scheduled uploading, and never leave your customers without valuable content. Assign yourself or your marketing team to batch creating days to focus on producing high-quality content efficiently. If you’re lacking inspiration, check out our ready-to-use marketing video templates. All you have to do is add in your personalized branding, footage, and you’re ready to go.

5. Venture into ads when you’re ready

Video marketing doesn’t always have to be paid video ads on social media. Businesses can post regular video content to social media profiles and still receive the same amount of attention from customers, generate leads, and boost sales. 130 million Instagram users tap on shopping video posts every month, and 50% of people have visited a website to purchase after seeing video content of a product. Posting on social media is free, so if your budget is small, consider boosting engagement with video content rather than paid ads. The average Instagram business posts one a day, so venture into ads when your business is ready. There is no rush. 

6. Test and learn with the creative look, feel, and CTAs

A great video marketing campaign comes with a lot of trial and error. Testing videos on social media and seeing how your audience reacts is one of the most important steps. There’s no point batch creating hundreds of the same style video campaigns when your audience didn’t respond well to the first few. Start by creating a wide range of different styled ads like explainer videos, long-form videos, short-form videos, Q&As, testimonials, Live streams, demo videos, and more. See which marketing videos your audience best responds to and the different reactions they have for them. Make sure to add in many different versions of CTAs and determine which style is the most effective for lead generation. To improve your campaign over time, try marketing experiments and calibrate your tactical approach according to the results.

Plan your next video marketing campaign for the best results

It’s time to plan and create your next video marketing campaign. Consider all of our tips and tricks to create the best possible video for your target audience. 

Create engaging, trending, and informative video marketing campaigns with Clipchamp. 

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