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Video Marketing Fundamentals

Video Marketing Fundamentals: how to get started

We all know how video marketing has become one of the most popular forms of digital marketing. In fact, 96% of consumers increased their online video consumption in 2020, and 9 out of 10 viewers said that they wanted to see more videos from brands and businesses.

This is one of the many reasons we cannot overstate the importance of video marketing as a fundamental part of any businesses’ marketing strategy.

What is Video Marketing?
As we mentioned in our last post about video marketing and SEO, video marketing is that subsection of digital marketing specifically focused on the use of audiovisual content to promote products and services, increase engagement, educate audiences, and so much more!

Types of videos

  • Promotional: Ideal for presenting your products and services in targeted campaigns
  • Corporate: great for introducing audiences to your company’s history and philosophy in a unique way
  • Commercial: these are far more flexible than conventional ads, they can be easily shared on social media platforms.
  • Informational: this one is different, its main goal is not to sell products but to generate trust and provide reliable information to your audience

Benefits of Video Marketing

  • Higher conversion rates
  • Increased ROI
  • More interaction with mobile users
  • Greater credibility and trust
  • Boosts other marketing strategies

9 Examples of Video Marketing

Talk show-like format

Talk shows are a well-known format in general, but one that is severely underappreciated by companies.

This type of content, like many other inbound strategies, will work best if you commit to doing it regularly – say once or twice a month – so your viewers will know when to expect a new episode.

It will take considerable effort on your part, you’ll need to research relevant topics and guests in order to keep your show relevant and interesting for new audiences and regulars alike.

Live streams

Live video gives you the opportunity to interact directly with your viewers as they watch, which makes it more engaging for your audience and more valuable for you.

You can do Q&As, product reveals, event announcements and so much more!

It’s a great opportunity to have relaxed, casual talks with your potential customers and let them see the more human, unscripted side of your brand.

Behind-the-scenes look

You can make your brand more tangible and relatable to your audience by showing them the atmosphere and work that creates the end product they love and trust.

Factory tours showing them assembly lines and storage facilities seem boring at first but it can be a fascinating insight into an entirely unknown world.

Making them feel like they are a part of the manufacturing process is likely to make them feel more invested in your brand and solutions.


Written testimonials are great, but nothing beats another person telling you how much they enjoy a certain product.

There is something special about actually seeing a person elaborate on their opinion, seeing their face light up when mentioning their favourite aspects of your solution and how it changes their lives and businesses for the better.

It is a very simple, low-budget type of video that can be easily integrated into your website without major complications.

Explainer videos

These videos tend to work better for product-based companies. They explain how the product works rather than what it is.

They make the most of the fact that, as a collective, our attention span just keeps on shortening.

They can be highly topical and focus on just one or a few aspects of your solutions. In time you can create whole series of how-to videos for each of the functionalities of your solutions.

Social media content

We mentioned it before, videos for social media are incredibly powerful additions to your marketing strategy.

An ongoing trend regarding video for social media, aside from the vertical format, is the inclusion of subtitles to make your content easier to understand not only for the deaf and hard of hearing but also for non-native audiences who may not be fluent in your language or those who simply mute videos in their social media platforms.

Guerrilla marketing

Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.

It often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location.

That said, guerrilla marketing is such a novel concept that it can sometimes be misunderstood, cause authorities to intervene, or face many unexpected issues.

Interactive videos

You can make a video interactive by giving the audience the ability to generate input through polls, links, or other methods.

Even though interactive videos often require a higher degree of involvement to successfully pull off, they can be a worthy investment for the right brand. In fact, 89% of companies saw an increase in sales after including interactive videos in their campaigns.

User-generated content

UGC, specifically in video format, is another great way to gain brand credibility and spread the word about your offering in a more relatable way.

Nobody wants to listen to salesmen anymore, we don’t trust them to be honest about a product. A user, on the other hand, creates a more realistic experience any future customer is more likely to relate to.

Quick tips to get you started

1- Pick a target audience and set your goals
First step is research and then some more research.

The information you gather will guide your efforts and shape your entire strategy.

Consider your target audience, the kind of content they positively interact with, the platforms they use, and your company’s goals for the campaign.

Having clear, realistics goals and a well-defined target audience will help you create strong foundations for your marketing strategy.

2- Choose between in-house production or outsourcing
Small businesses can sometimes struggle to choose between producing their own videos or hiring a professional team.

Both in-house and outsourced video production come with their own advantages and disadvantages, which means there is no right answer. It will all depend on your business’s current needs and budget.

Check out our portfolio to get a clearer idea of the kind of videos we can help you with.

3- Maintain consistent branding
This doesn’t apply to just video marketing, it’s a guiding principle for your entire online existence.

You need people to not only recognise you but also remember you, and the best way to do it is through consistent branding.

Elements to take into account:

  • Imagery
  • Colours
  • Slogans
  • Tone
  • Video length
  • Background music

Use a style guide to ensure consistency throughout departments, content formats and viewing platforms. It should include your company’s mission, color palette, fonts (when and how they’re used), brand voice, copy guidelines, photo and imagery styles, and any other information that your team may need to know.

4- Optimise videos for each platform
Format is often an overlooked aspect of video production.

We are usually used to filming horizontally because of movies and TV but that is not always the case for social media platforms specifically designed for mobile devices.

Vertical video is here to stay and you really need to remember that if your main targets are platforms such as Facebook, Instagram, or TikTok.

5- Track results
You will need to track and analyse metrics related to your video content.

These are some of the metrics you should focus on:

  • View count
  • Engagement rate
  • Shares
  • Interactions


The results will allow you to adjust your strategy and focus on whichever aspects perform best.

Which is your favourite example of great video marketing? let us know in the comments below.

We will be thrilled to receive any questions or enquiries you may have about your upcoming projects; contact us!


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