What is Video Marketing?
How Does it Work?

The definition of video marketing is not complex. In fact, it’s rather simple: using video to promote or market your brand, product or service. A strong marketing campaign incorporates video into the mix.

How to Develop a Video Marketing Campaign

To define the goals and objectives for your video marketing campaign, consider the following:

  • Identify your target audience: Who do you want to reach with your videos?
  • Determine your desired outcome: What do you want to achieve with your campaign? Examples include increasing brand awareness, driving website traffic, generating leads, or boosting sales.
  • Set specific, measurable, attainable, relevant, and time-bound (SMART) goals: Define clear objectives that align with your overall marketing strategy and can be measured to track progress.

Here are some tips for creating compelling video content:

  • Know your audience: Understand their needs, interests, and preferences to create content that resonates with them.
  • Tell a story: Craft a narrative that engages viewers emotionally and communicates your message effectively.
  • Keep it concise and focused: Attention spans are short, so aim for videos that are concise and focused on the key message.
  • Use visuals creatively: Incorporate visuals, graphics, animations, and other elements to enhance the visual appeal of your videos.
  • Include a call to action (CTA): Guide viewers on what action they should take after watching the video, such as visiting your website or making a purchase.

To promote and distribute your video content effectively, consider the following strategies:

  • Utilize social media platforms: Share your videos on popular social media platforms where your target audience is active.
  • Optimize for SEO: Use relevant keywords, tags, and descriptions to optimize your videos for search engines and increase visibility.
  • Collaborate with influencers: Partner with influencers or industry experts who can share your videos with their followers and expand your reach.
  • Embed videos on your website: Include videos on relevant pages of your website to engage visitors and encourage sharing.
  • Leverage email marketing: Incorporate videos into your email campaigns to increase open rates and drive engagement.
  • Paid advertising: Consider using platforms like YouTube, Facebook Ads, or Instagram Ads to reach a wider audience through targeted video ads.

Remember, a successful video marketing campaign requires ongoing monitoring, analysis, and refinement based on the insights gathered from the campaign’s performance.

6 steps to a successful social media
video marketing strategy

1. Set goals for video marketing

At the beginning of any new social media undertaking, there’s a need to set goals. What do you want your videos to accomplish? Where in the marketing funnel will these videos fall?

2. Decide on your platforms

Every major social media platform and beyond has its own form of video. Older platforms like Facebook offer several types of videos while newer ones like Snapchat and TikTok rely

3. Select your video types

There are many types of videos out there, and we don’t mean where the videos will be placed–social media video can be used for many different purposes

4. Plan the content production

A good content production plan will save you time and money in the long run. Whether you plan it with a flowchart or old-fashioned pen and paper

5. Know what post-production entails

You want to allow plenty of time for post-production, especially if your videos will be used for ads or are have heavier editing needs. Post-production

6. Schedule & promote the videos

Now that you have the completed video, it’s time to schedule and promote it. Some management platforms like Sprout offer publishing options for videos.

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