Essential Guide To Video Marketing 2021

Video Marketing: The Essential Guide

With 30 million YouTubers streaming 5 billion videos every day, businesses of all sizes have learned to embrace this strategy and incorporate it into their campaign endeavors. Though optimizing content for Google is still a smart strategy for any marketer, you may be throwing away an opportunity to be seen by the 1.3 billion users of the second most visited website in the world-YouTube.

Today, you will learn about video marketing. Continue reading below or click any of the following links to skip to a specific section:

  • What Exactly Is Video Marketing?
  • Creating a Video Marketing Strategy
  • Choosing the Right Type of Marketing Video
  • Producing Your First Video
  • Selecting Tools for Video Production
  • Sharing Your Video

What Exactly Is Video Marketing?

Producing videos and putting them up on the Internet isn’t what video marketing is about. This practice requires a strategic approach to creating and sharing video content for the purpose of attracting new audiences, engaging with them, and converting them into your loyal band of consumers.

If you haven’t heard, well, traditional ads, sponsored posts, and the like are passé. Consumers want content that matters to them, content that they can actually engage with. When you’re creating a video, keep in mind that audiences are more interested in hearing the message, not the sale.

Creating a Video Marketing Strategy

Building the foundations of your project can be overwhelming. So that you can focus your efforts and resources towards achieving your target, start this marketing endeavor by setting SMART goals.

  • Specific: What do you want to accomplish?
  • Measurable: How will you determine that you’ve achieved your goal?
  • Attainable: What will you do to achieve your goal?
  • Relevant: How does the goal tie into the overall marketing strategy? How does it fit into the long-term vision of what you’re trying to achieve?
  • Time Limited: When exactly do you want to achieve your goal?

Choosing the Right Type of Marketing Video

How-to videos fall into this category. This type of content is designed to teach audiences something new or to supplement their knowledge on certain areas.

Animated Explainer videos are focused on helping audiences realize why your product or service is something they need. This format typically revolves around a fictional story about a challenge that the company’s ideal audience is facing and how they overcome it by purchasing the business’ product or service.

Another way to inform consumers about how capable your product is of solving certain problems is through customer testimonial videos. In these videos, actual paying customers appear on camera to explain the problem they faced and how the company provided solutions.

The core goal of brand videos is to enhance brand awareness and to attract target audiences. Content highlights the brand’s vision, mission, and/or products and services.

Demo videos are all about showcasing how products work. This format is great for giving viewers a sneak peek of a product’s best features and its uses.

Whether it’s through streamed interviews or live presentations such as webinars, this video format is perhaps the best way to engage audiences online. It’s also inexpensive to produce live videos since virtually every social media platform provides a live streaming feature where you can interact with audiences in real time.

Recording a personal video for audiences who, for instance, didn’t respond to an email or didn’t attend a live event, is definitely an awesome way to catch their attention. It should get them to reconsider or encourage them to engage more.

Producing Your First Video Marketing Project

Step 1: Writing the script

Don’t wait until the very end to deliver the point of the video. Especially for educational and explainer videos, you should hook the audience from the very beginning.

Step 2: Understanding your camera

If you want to use a smartphone, make sure its video recording capabilities are high-end. In this digital era, marketing with low-quality content is criminal. That’s why you should also avoid zooming in as it tends to make the video look pixelated.

If you’re using a DSLR, it’s best if you fully understand its key settings: focus, frame rate, ISO, aperture, etc. Take a few online courses if you still can or look for photography tutorial videos online.

Step 3: Setting up your equipment

Step 4: Building an in-office studio

Place a few chairs or a couch in the studio. Bring in whatever furniture you want to fill in space and to reduce the echoes in the room. Also, take note of the air conditioning system. If the hum gets too noisy, turn it off whenever the camera is rolling.

TIP: If you don’t have the budget or time to set up a shoot, you can always turn to stock websites where you can get video footage, audio clips, and music for free. Other platforms have niche-specific videos and may require you to purchase the clips.

Selecting Tools for Video Production

Lightworks: You can download Lightworks for free and get advanced tools, real-time effects, as well as a peculiar-looking interface that might not be what you’re used to but is still far more convenient than most. This software was used to produce The King’s Speech and Road to Perdition.

Hitfilm Express: The basic version of Hitfilm Express is available for free. It comes with a handful of professional-grade tools, but you can opt to purchase more such as color correction, filters, and split screen masking for at least $10.

DaVinci Resolve: DaVinci Resolve has premium-grade tools for editing and audio mastering, but its color correction editor is definitely superior. It allows you to adjust an entire video or pick out specific parts. Not to mention, it has HDR support and it enables you to edit raw files from your camera.

Sharing Your Video

YouTube: Apart from its massive audience, YouTube offers several features that can help you optimize your videos for search. By hosting content on users’ individual channels, YouTube allows brands to build their own audiences. New content is also more likely to be seen because subscribers are notified whenever videos are added.

Vimeo: Though Vimeo has a significantly smaller audience compared to YouTube, it is still the world’s second-largest video hosting platform. Compared to YouTube, they do host higher quality videos and have fewer ads and commercials.

Wistia: This video platform is specifically designed for businesses. Instead of driving traffic back to their site, they will help you lead audiences to your website. Plus, the player interface is customizable. You can tweak its look to fit your brand.

Final Thoughts

Video Marketing Sources:

Article by Nicole Delgado 2021 | Article Writer | Explainer Video Company | Animated Explainer Videos

Originally published at on March 27, 2021.



The Explainer Video Company a full service explainer video production company creating custom animated videos for business

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Explainer Video Company

The Explainer Video Company a full service explainer video production company creating custom animated videos for business