How to Create a Video Marketing Campaign

A successful video marketing campaign manages to engage the intended audience while achieving the designated objective. Of course, this means understanding who the target is and what the said objective is, as well as ensuring to monitor progress and adjust along the way.

Your marketing team may not get it right the first time, but the intention is to fine-tune your efforts until they yield the expected results.

Below is a look at how to direct your video marketing efforts correctly to achieve the outcomes you are looking for.

What Is a Video Marketing Strategy?

Here’s a question. What even are video marketing strategies? However, this approach will allow you to use marketing videos to promote your brand’s products or services. Effectively, you’ll want to be turning more sales and improving whatever the existing level of brand awareness is.

Video marketing campaigns are highly recommended because they perform outstandingly in the current content landscape. Perhaps much of that can be attributed to how attention spans have decreased. People are more likely to watch short and catchy how-to videos instead of reading a long blog post.

Of course, this has outliers, but that doesn’t change the current case.

All Great Video Marketing Strategies Have an Audience

You want to start your video marketing strategy creation by considering your target audience. There are billions of people in the world, and as great as your video platforms may be, the chances are that you’re not going to be appealing to all of them.

That said, you need to understand the subset of people you want to reach. How old are they? Where do they live? What are their buying habits? Where do they spend their time? Most importantly, what do they need, and what can you do to deliver that in a way that is convenient to them?

This is where the video content strategy research element will be so important.

Decide on Your Purpose

Before posting video content, you must understand what you want to achieve. If you set off down an unknown road with no direction, you’re already dooming yourself to wander, and that’s the last thing you want to do in your video marketing efforts.

You don’t have the luxury to post videos to social media “just because” when a brand’s success hinges on what you do.

Perhaps you want to increase sales. Maybe you want more young adults to become familiar with what you do. Whatever it is, establish it and ensure that all team members are working toward it. Here are a few typical general goals to bear in mind.

Awareness

There aren’t many tools that can rival video marketing for awareness purposes. After all, by doing nothing more than looking and listening, people experience emotions, collect information, and think about ideas.

If your business is new or you don’t have a massive following on your social media platforms, for example, video can be a great idea to take your marketing efforts to the next level.

This is a great time to take advantage of introductory videos that sell who you are and what you can do for your clientele.

Consideration

If you’re at the consideration stage, people already know what you bring. However, they may be grappling with the thought of actually using your services or not.

At this point, simply informing people about your services isn’t cut it. That’s because your audience is now contrasting you against competitors or simply considering the opportunity cost of preceding what you offer entirely vs not doing that.

Video ads can be very effective here. Perhaps a short bumper ad would complement existing messaging and get to the point of displaying what makes you so special.

Conversion

This one is self-explanatory. This is where you really start to sell how exactly you can solve your audience’s challenges. You want them to believe that by purchasing your product or using your service, they will get the best value they could hope for.

At this point, you want to get a little more educational. Think explainer videos, tutorials, and the like.

Retention

This is another self-explanatory one. People will use your product or service, and you likely want them to return repeatedly. After all, recurring customers who become advocates are great for business.

Sadly, many businesses overlook retention. Your focus here is two-fold. One is ensuring that your clients know how important they are to you even after their purchase, while the second is communicating what you can do to add value to their lives even after deciding to spend.

Tutorials are a great example since you’re showing your clients how to get the most out of their purchases.

Action

You will see this in many YouTube videos and content from other platforms. The intention here is to drive some action, usually corresponding to a link in a description or a button in the video.

It’s hard to get people to click on these things unless you make them want to, and doing that means giving valuable insights during the video. Perhaps you are selling your product’s effectiveness and using video testimonials to do so.

Now, potential customers may not want to be left out of the mix and may be incentivized to click, especially if there are potential discounts to benefit from.

Consider the Platforms That May Become a Part of the Video Marketing Strategy

One of the important elements in reaching your audience is putting the videos in the right places for them to see. Bear in mind that not every kind of content is suited for every platform. Ultimately, you want to ensure that the selected platform supports the video type you want to work with and that it’s somewhere your customer base can be found. Here’s a quick look at some of the options available,

TikTok

TikTok rose to prominence quickly, and it’s been holding that position incredibly well. Videos are the order of the day here, yet the audiences that this and YouTube care for are vastly different.

Remember the mention of attention span earlier? If you’re trying to take advantage of those short-form videos, TikTok may just be what you need. Bear in mind that this is one of the best social media channels to find younger audiences.

YouTube

YouTube has been the go-to video-sharing platform for many years; even today, it still holds that distinction. While implementing YouTube Shorts has made it an excellent home for shorter content, its primary purpose for many viewers is getting that self-directed learning experience with adequate explanations.

Additionally, the platform happens to be incredibly advertiser-friendly. This means it’s possible to capitalize on people’s time watching their favorite channels to push your product or service forward.

Instagram

Instagram should also not be left out of the conversation about different social media platforms that can be used as a part of a solid video marketing strategy. It’s a great way to combine picture-based and video content, sometimes within the same post.

Business pages are viral on Instagram, and the tools provided are incredibly helpful in reaching target audiences and monitoring the performance of different posts that may be put out there.

Facebook

There’s something to be said for the amount of popularity Facebook, now Meta, has when compared to some of its counterparts and even compared to itself in earlier years. Nevertheless, over 4 billion video views are happening on the platform daily, making it a fantastic place for your strategy.

There are carousel ads, collection ads, video ads, and more that can be made to suit just about any business need there may be.

Email

Email marketing campaigns can tie into what you want to achieve here incredibly well. You would be surprised to know how just including a video can increase the open rate of the messages you send.

Now, you may be wondering how people would even know there’s a video included without having opened the email. The answer is what many businesses are already doing. Include the word “video” in the subject line and the deal is done.

Website

Your website is the home to your internet presence, meaning it’s the one place that should be creatively using engaging video content. Bear in mind that this may even be the same video used on one of the other platforms. What’s essential is hitting the goals established.

Use video marketing techniques in conjunction with SEO and calls to action for the best possible results, whether it’s a landing page, home page, or even a “coming soon” page.

Select Appropriate Video Types

There are many different content types, and your performance will hinge on how much you can use the right ones for the intended objective.

Educational Videos

How-to videos stand among the most popular forms of content, which is why you want to capitalize on them. After all, people usually find learning more manageable when there’s a demonstration and explanation.

Why do you think so many people are so keen on just going to watch a video for whatever questions may be on their minds?

Interviews

These need to be well thought out. What narrative are you trying to follow with the questions being asked, and who will be answering the questions? This person will often be an industry expert or thought leader.

It’s a great way to show your company’s values, and this can be a two-fold victory if those values can be aligned with the right influencers.

Animation

Compared to videos with a ton of production value, animated videos can be on the cheaper side of the fence, which is excellent for those who may not have the most significant budgets in the world. Now, essential tools can put animation skills into just about anyone’s hands.

You can make an animated video without learning art, effects, and a day.

Customer Testimonial Videos

Word of mouth is powerful and shouldn’t be overlooked, even today. Talk to satisfied customers and let them organically talk about their experience with your brand.

This can end up being a collection of glowing recommendations that also satisfy the requirement of answering what may be trendy questions about what you offer.

A Well-thought-out Budget Is Essential to a Successful Video Marketing Strategy

There is a lot of groundwork that has been covered, and this leads to the budget element of things. Whether you have a new business or you’re on the more seasoned side of the fence, you’ll want to know exactly what kinds of numbers you’ll be dealing with to get the level of production quality you want.

Bear in mind that a series of sub-costs are essential to the campaign. These include pre-production costs, shooting charges, and the post-production amount afterward.

Of course, there are ways to save on a campaign such as the aforementioned one, where you’ll opt for animated videos using prebuilt software if the cost is too great.

It’s Time to Equip Yourself for the Video Content Strategy

As the verbiage implies, you want to ensure that whichever team is in charge of the marketing efforts is well-equipped to realize the vision that has been put forward. If the budgeting element was done correctly, all the costs you incur here should be covered.

Set the Story

This is where you start thinking about what you’re trying to say to the audience. It should form the framework for how your content is crafted.

Decide on the Video Strategy Voice

You also want to think about the voice. What does your brand sound like? This will be reflected in the actual voices used and how they convey the messaging. Will there be humor? Are you trying to appeal to emotion?

Cut It Down

Remember all that was said about attention spans. You don’t want to be on a consistent cutting mission, but you want to do your best to be as concise and as catchy as possible. Have different team members look over the final products, especially when there are younger team members.

The Bottom Line

Now, you have a lot more context on how to create a video marketing campaign. Whether it’s putting a video ad together, budgeting, understanding your audience, or even choosing a platform, there are many moving pieces to consider now.

Use the insights provided above to guide you and your team as you seek to achieve your marketing objectives.

Frequently Asked Questions