04 Dec

There is nothing new with most brands needing to have some form of video marketing strategy. The almost exponential rise in popularity of video content on virtually every channel and platform has only reinforced this finding.

Video content will soon make up the overwhelming majority of customer-oriented traffic on the internet. It means that leveraging video marketing should be on every CMO’s mind. Video marketing can no longer be as an afterthought or a marginal part of a larger marketing goal. It is a vital element for your campaign efforts, outreach, and social efforts.

What’s more, customers prefer videos over all other forms of content. It means that you have more opportunity for leveraging video marketing and more ways to use video content to your advantage.

The Plan.

Everything starts with a plan, and so does video marketing. Leveraging it means that you need to understand what you want to achieve with video marketing so you can better designate your efforts and resources.

Think about your target audience and what type of video content suits their interests. Ask yourself about the end goal of these videos and where you need to publish them for maximum reach and engagement. You may also need to take into consideration the timeframe in which these videos need to be ready, as well as how will you measure their success.

The Right Platform.

Aside from putting together your plan, you will also need to choose the correct platform that will match with your goals and what you hope to achieve. You can’t expect to see the best results if you randomly post your video content on different social platforms and channels. Behind-the-scenes videos, for instance, work best on Facebook live streaming and Instagram. Product presentation or how-to videos show better results on YouTube.

The Media Library.

Having a media library to draw upon when needed is another good way of leveraging video marketing. Always remember to take some video of important events, meetings, conferences, festivals, product launches, or customer testimonials, among other such examples. You will never know when this extra footage will come in handy, especially in broader video marketing projects.

The Metrics.

Without the right metrics and the proper measurements that go with them, no video marketing strategy can ever hope to become successful. Each campaign will have its Key Performance Indicators (KPIs) which will help you determine whether the campaign is on the right track. Google Analytics will be of great help in this regard. While some may benefit more from video content during the early stages of the buyer’s journey, others may benefit at the end.

The Message.

The effectiveness of your video marketing campaign will be greatly influenced by the content’s message and how well it will resonate with your target audience. While specific demographics and age groups will have a positive reaction to an individual style, others may not. Knowing your target audience’s wants, needs, and pain points is crucial for the direction and manner in which your video marketing will go in. Some split-testing may be required, but it’s well worth the effort.

The Collaboration.

Last but not least is the collaboration between the business and a video marketing expert. Outsourcing your video marketing needs will not put you in direct contact with a team of professionals that provide you with both the valuable insight as well as the necessary tools and know-how on how to create the videos.


Successfully leveraging video marketing may require some trial-and-error before getting it right, but it’s an investment well worth the effort. For more information on video marketing and video production, feel free to visit our website or contact us directly.

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