What Is Video Marketing? (Plus Benefits and Strategy Tips)

By Indeed Editorial Team

Published 8 November 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Video marketing is a marketing initiative that involves brand, product or service promotion in video format. Marketers may display various video content via a range of channels to educate, engage and persuade target audiences. If you have an interest in a marketing career, understanding what video content marketing is and how to do it effectively can be beneficial. In this article, we discuss what video content marketing is, explain the types of videos, review the benefits of this style of marketing and share steps for putting together an effective marketing strategy for video content.

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What's video marketing?

Video marketing is an increasingly popular means of reaching a target audience to promote a business and its offerings. It encompasses everything in video format that marketers make available to consumers. Video content marketing can include anything from brief introductory video clips on social media channels to in-depth explainer videos embedded on a business's website. Advancements in technology, for example, smartphones with exceptional videoing capabilities, mean that video content creation is more accessible than ever before for many businesses. Because of this, many marketers incorporate video into their overall marketing strategies.

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Types of marketing videos

There are many types of marketing videos marketers can incorporate into their marketing strategy. Below, you can explore some of them:

  • Brand video: A brand video usually contributes to a greater overall marketing campaign and showcases a business's core values and mission over its products or services. The intent behind using this kind of marketing video is often to create awareness.

  • Event video: This kind of marketing video is often in use as part of an event marketing strategy or to provide highlights of a past event. For example, a business might use an event video to showcase their recent fundraising event to build trust amongst their target audience or they may use one to boost ticket sales for an upcoming event.

  • Interview video: Marketers typically use this type of video to share expert opinions with their audiences. An interview video can help build brand authority by demonstrating an affiliation with trusted industry voices, for example.

  • Product demo video: For complex products, like software, marketers can use a product demonstration video to walk prospects through their solution and its various features. Some demos may be interactive and require active participation, whereas others only require watching.

  • How-to video: A how-to video offers an audience instruction on how to do something new. Marketers might use this kind of video to demonstrate a product's potential and inspire prospects to take action or they might use it to support and onboard new customers.

  • Explainer video: Marketers often use an explainer video to address frequently asked questions or create a visual representation of how a product or service solves various problems for its users. This type of video usually focuses on solutions and eliminating obstacles in the buyer's journey.

  • Review and case study video: Many consumers rely on reviews, case studies and testimonials for the reassurance they require in making a purchase decision. Marketers often use this type of video to share the opinions of a business's past and current customers with its prospects.

  • Live video: A live video is a video that an audience can view in real-time, which sometimes allows for interaction, for example, live commenting. Marketers may present other types of videos, such as brand, event or explainer videos live to create a sense of urgency, increase engagement and create a sense of community.

  • Personalised video: Marketers or salespeople may sometimes use a personalised video for individual interactions, for example, to answer an individual's questions or show them product features they have a particular interest in. While personalised video content can be time-consuming to create, many marketers and salespeople use it as a tool to add value and enhance the customer experience.

  • 360-degree video: This kind of video allows viewers to scroll in various directions on their screen for a 360-degree view of the content. Marketers typically use this type of video to highlight a location, surroundings or an interior, for example, office spaces, hospitality venues, residential properties and automotive interiors.

  • Augmented and virtual reality video: An augmented or virtual reality video is a video that involves elements of simulation or digital enhancement, usually created with specialist equipment. Marketers use videos like this to provide their audience with immersive experiences, for example, getting a first-hand perspective of wing-suiting through mountains or simply seeing what a certain paint colour may look like on a wall in their home.

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Benefits of using video as a marketing tool

Distributing effective marketing videos has the potential to provide businesses with a range of benefits. You can review some key ones below:

Enhanced credibility

Marketing videos can help businesses connect with their prospects and customers in a way that some may find more engaging than other forms of advertising. Video allows marketers to communicate their key messages to their audience through a powerful combination of movements, sounds and texts, which can inform, engage, entertain and persuade. Because of this, using video content as part of a marketing strategy can help a business enhance its credibility and position itself as an authoritative voice in its field, essentially boosting its reputation.

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Better qualified leads

Video can offer prospects the ability to envision how a product or service can solve their problem in the future. Consider a product demo video. A customer who has interacted with a product demo on a company website is likely to have a good idea of whether it's of interest to them. If they contact the company requesting further information or a consultation, their intent is often to clarify prices and specifications rather than just conduct general research. This can give sales teams more confidence in allocating resources to their enquiry because it's more likely to end in a sale.

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Increased conversion rates

A well-made video can influence buyer behaviour by delivering a combination of visuals, emotions and information in an engaging and sometimes interactive way. A compelling presentation or educational explainer video, for example, can both intrigue and enable customers, helping them move along the sales cycle toward making a purchase. Businesses that have a well-developed video content marketing strategy can be in a position to build their credibility, develop a better pipeline and, because of this, close more deals faster.

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How to create a strategy for video content marketing

The exact way to create a video content marketing strategy can depend on the business, its offerings and overall objectives. Below, you can find some general steps to help you get started with the process:

  1. Determine the goals. Having clearly defined goals for your video content marketing can help you select the best video types to create, platforms to post the videos on and metrics to track. Examples of goals for these types of marketing campaigns might be to develop a brand's identity or increase website traffic.

  2. Consider platform options. Next, you can think about which platforms to show your videos on, considering some may be better than others at targeting particular audiences. Examples of platforms may be the business's website, social media channels and video streaming platforms.

  3. Choose types of videos. Now that you have a good idea of what you require the videos to achieve, you can choose the types of videos that best align. For example, if brand awareness is the goal, you might use brand videos that include behind-the-scenes footage of employees in action or an interview video in which the director talks about their vision for the brand.

  4. Create a video production and post-production plan. You can save a lot of time and money and increase your chances of video success by having an effective process in place for creating video content. This planning phase may include script writing, storyboarding, developing prop lists, scheduling filming, video editing and adding tags and captions to edited videos.

  5. Decide on a schedule and post the videos. In this step, you can decide on a schedule for uploading your videos and then execute it. For example, you may upload one video to various platforms over a specific period or you may post several videos on several platforms in intervals.

  6. Track their performance. Tracking the performance of the marketing videos can be essential for identifying areas that may require improvement to reach the overall marketing objectives. This can include gathering and analysing key performance metrics, for example, views and impressions and other interactions such as comments, likes and shares.

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