Video Marketing Strategies

Let’s face it: Attention is the new currency, and video is one of the most powerful ways to earn it. Whether it’s a snappy 15-second clip or a 5-minute deep dive, video has the power to stop the scroll, hook your audience and drive real results—from engagement and lead generation to conversions and sales. 

The best part? Video marketing is no longer just for big brands with massive budgets. Thanks to easy-to-use software and high-quality cameras on our phones, creating content that connects is more accessible than ever. From short-form videos designed for quick impact on social media to long-form content that educates and builds trust, there’s a strategy for every goal and every business size. 
 
Now, turn on the lights and grab the camera; it's time for some action!  
 

What is video marketing?  

First things first, what is video marketing? It's as simple as it sounds; video marketing utilizes videos to promote your business or brand. The purpose is to engage, entertain or educate your audience with video content and, in turn, increase user engagement and awareness of your brand, product or service.  

Benefits of Video Marketing  

Implementing a video marketing strategy is no simple task, but the rewards that come from it can be astronomical. For example, with video, 82% of marketers saw an increase in their traffic, with 81% stating that videos have directly increased their sales. Why is this? It's because customers love it! They find it more engaging, memorable and easier to consume. Regarding text or still images, viewers typically only retain 10% of the information, compared to 95% of the information coming from a video.   

Additionally, well-executed video marketing can:  

• Boosts engagement: Video content captures attention faster and holds it longer than text or static images. 
• Improve conversion rates: Landing pages with videos can increase conversions by up to 86%. 

• Enhance SEO: Videos increase time spent on site, which can improve search engine rankings. 
• Build trust and credibility: Seeing faces, hearing voices and viewing behind-the-scenes footage fosters a stronger emotional connection with audiences. 
• Explain complex ideas quickly: Perfect for product demos, tutorials or explainer videos to simplify messaging. 
• Increase ROI: Short-form video delivers the highest ROI compared to other marketing trends. 
• Mobile-friendly format: Video is easily consumed on mobile devices, matching user behavior trends. 

Plus, video marketing is for all industries, not just consumer products. In fact, 86% of B2B businesses have integrated video into their marketing strategy, with 87% reporting a positive ROI.   
  

How to Implement  

Video marketing can take many forms, from short clips to in-depth, long-form content. The best approach depends on your goals, where the video will live and the audience you're trying to reach. 

Short-form video (anything under 60 seconds) is ideal for social media platforms like Instagram, TikTok, Facebook, LinkedIn and X. These platforms prioritize fast-paced, engaging content. Think trends, entertainment or edutainment—anything that stops users mid-scroll and encourages interaction. 

Long-form content works well on platforms like your website or YouTube. While it still needs to capture attention, you have more room to dive deeper. This format is perfect for detailed product tutorials, behind-the-scenes content, interviews with leadership or anything else that supports your broader business goals. 

Once you’ve determined what type of content you want to produce, you’ll jump into the execution:  

 

1) Plan  

This may seem like an obvious first step, but pre-production is vital in keeping your project on track and within budget. This is the time to write a script, make a shot list or storyboard, decide on a location, secure actors if necessary and either rent or buy equipment, depending on your budget. Just like with written content, you should do a keyword check to ensure the video you are about to create will have a fair share of search volume.

2) Produce  

With your plan in place, production day should run like clockwork. Assign clear roles: who’s behind the camera, who’s on-screen, who’s managing props or lighting. Whether it’s a 30-second reel or a 5-minute tutorial, quality matters. Make sure your footage is clear, steady and well-lit. 

And yes—b-roll is your best friend. It can add depth to a product demo, set the scene for a company story or give you more flexibility when editing. 

Pro tip: You don’t have to rely solely on live-action footage. Screen recordings, animations and text-based visuals can be great alternatives—especially if you’re working with a small team. 

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3) Edit  

Here's when you get to put together all your beautiful shots (and cut out those bloopers). When making cuts, keep in mind where you will be publishing the video and if there are time constraints on the platform. In general, shorter videos are better at holding people's attention, so you should aim for around two minutes or less.  Once you get acquainted with editing, you can move into more advanced software to help. Shotcut, Canva Video Editor, OpenShot, Vimeo and iMovie are a few great free video editing platforms. Even free animation tools like Animatron Studio will take your video to the next level. 

4) Publish  

Once your video is polished and ready to go, it's time to share it with the world. Tailor your video to different platforms by creating multiple versions: 

• Teasers for Instagram Reels or TikTok 
  • Take a look at some examples we created for our social client, Mickey's
• A full-length version for YouTube or your website 
• Short clips for ads or landing pages 

Don’t sleep on YouTube—it’s the second largest search engine and a go-to hub for long-form video. 

 

What to Make  

The number of different video ideas out there are endless, but if you need a few to get your brain juices flowing, we've got you covered!  

• Customer testimonials: Having loyal customers speak on your behalf is gold. These testimonials don't have to be lengthy—even short and simple ones can be powerful. In fact, 92% of consumers look to reviews before making a purchase.  
• Intro/Summary: What is your business? What do you do? Your values and mission? Introduce new customers to your brand with a short video summarizing who you are as a company.   
• Product overview/ Services in action: People came to see your product or service and how it works. These insights give customers the information they need to decide quickly and easily.  
• Behind-the-scenes: Today, consumers want to know what goes on behind closed doors; they want to see authenticity in the brands they purchase from and showing off your company's work environment is a great way to do that. Plus, culture videos are fantastic recruiting tools since potential applicants can get a sense of your personality and company atmosphere.  
• User-generated content (UGC): Want to make your life even easier? Tap into the creativity of your customers with user-generated content and watch them make the content for you!  
• Educational: There are a million names for this one: DIYs, how-tos, tutorials, product demos, etc. These are incredibly popular videos, with 98% of people claiming to have watched an explainer, and the results speak for themselves; 62% of marketers report a decrease in the number of support calls they receive after releasing an educational video on their product/service. This is your chance to show exactly how your product works or how it can be used in different projects.  

We could go on forever talking about case studies, product launches, event recaps, FAQs, teasers, influencer videos, podcasts and more. The world is your oyster! 
  

Things to remember  

There are a lot of details that go into video creation, but here are some of the most important points you need to keep in mind to create a successful video:  

• Stay on brand! Keep your voice and personality consistent in video content, sticking close to the company mission and goals.  
• Relate to your audience. I'll say it again, relate to your audience! It must be useful and provide value to your consumer, otherwise it's a complete waste of time.  
• COPE (Create Once Publish Everywhere). One of our favorite sayings is "COPE," and video is a great example. With so many platforms compatible with video, reformatting from Instagram to Facebook to a landing page is a great way to get the video out there.  
• Promote! If you have spent time, energy and money on creating this video, you want people to see it, so promote it by using paid social ads.  
• Quality over quantity. Consistency is always important when it comes to posting your content, but it should never get to the point where it takes a toll on the quality.  
• Take time on the script. It should be cohesive and easy to digest for your target audience. Off-the-cuff is fine but you still should lay out talking points beforehand.  

 
Now that's it, grab your camera and go! Just kidding, we know how much work it takes to prepare for, produce and publish a video, which is why we are here to help. Did you know we have our own in-house production company? thirtysix::thirtyfive is at the ready to film your next award-winning video. Check us out today!