Friday, April 19, 2024

Creating A Video Marketing Strategy: How You Can Use Different Video Types For Business Success

Video marketing, when done well, can have a multitude of benefits for your business. There are many different types of video out there that you can utilize, so it’s essential to know which formats are appropriate for different marketing situations. 

What Is Video Marketing?

Video marketing has been around for decades. Television commercials are what many people may first think of when they think about video marketing. With the advent of the internet, the size and scope of video marketing skyrocketed. 

Essentially video marketing is making use of videos to market a product or service to a particular audience. The videos should be clear, concise and entertaining in order to maximize customer engagement. It would be best to build your video marketing strategy around your customer base, so a good knowledge of who wants to buy or use your services is crucial. 

Why Use Video Marketing? 

Video marketing allows you to inform your potential customer base about your product without them making an effort to read up on it themselves. Video is one of the most consumed forms of content out there, so any business has much to gain from creating a strong video marketing strategy. 

Videos are also easily shared, which is a massive bonus in today’s digital world, where the number of sales and brand recognition you can gain is closely linked to your content’s shareability. 

In today’s economy, competition is fierce. To stand out, you have to ensure that your business is taking advantage of all marketing opportunities available. Video marketing is simply too effective for any business to pass over. 

Choosing The Right Agency

A good video marketing strategy involves a lot of moving parts. It is not enough to simply put out one or two videos onto a single platform. To generate hype and buzz about your business and brand, you will need comprehensive and well-made videos spread across multiple platforms. That’s why you should choose a marketing agency to work with you to create the content you need to shine.  

To have an effective video marketing strategy, you need the help of the right people. There are many agencies out there that specialize in creating video marketing content. Choosing the best agency for your business is crucial to ensuring success. 

It would help if you did some research into the types of agencies and services that are available. You should aim to find one that has good reviews and extensive experience working in video marketing. Case studies and examples of past work are another great way to find the best agency out there. 

For an idea of the standard you should be looking for, take a look at Cadesign are an industry leader in video marketing and have decades of experience providing the best in video marketing. 

Decide On Your Goals

If you’ve decided on exploring a video marketing strategy and have found an agency to work with, the next thing you need to do is decide on your business’s goals for that strategy. This could be to inform audiences, to entertain, drive sales and to encourage word of mouth. The right marketing agency will help you set clear and realistic goals to work towards. 

The type of videos you produce will depend on your goals. For instance, an informative video will be  longer, more involved and less focused on your product than a short advertisement video. 


Vlogs are often a great place to start with video marketing. Vlogging is a great way to build a relationship with your audience and let them get to know you and your business. Ideally, a vlog will include the same people in videos. There can be a variety, but it is a good idea to allow your customers to become used to the faces behind your business. 

Vlogs can be about anything, and while it is a good idea to focus on your business and products, you should also use them to allow people to get to know you. This will make your company more relatable and will increase customer connection and engagement. 

Tutorials And Testimonials

Tutorials are an excellent way to educate your customer base about your products. A study showed 73% of people say that they are more likely to try out a product or service if they see it on video, meaning tutorials can significantly impact sales. 

Testimonials are a great way to showcase your product in a way that your audience will relate to. Like tutorials, this type of video involves someone independent of your business trialing and discussing your product and service. This can help to improve customer trust in your product, as they are a third-party entity. 

Social Media Videos

Social media videos are crucial to any marketing strategy. The difference with this type of video is that it needs to be immediately eye-catching due to the short amount of time your content has to catch a scrolling social media user’s attention. 

You will often only have a few seconds to catch the viewer’s attention, so the first shot of a video is crucial. It should be eye-catching, attractive and clear, drawing the customer in and making them want to know more about your product. 

Educational Videos

This type of video gives you longer to show you product to its best advantage while highlighting the benefits a customer can gain from its use. It is a good idea to ensure that your educational videos are generally related to your business’s industry, but they don’t necessarily need to include your products pointedly. 

Many educational videos end with a call to action, suggesting that the viewer check out recommendations for recreating the video at home. These recommendations can then include your product. This is a subtle way to market your product, which is ideal given that many customers dislike videos or marketing materials that overtly try to sell items. 

User-Generated Content

You can promote the creation of user-generated content by partnering with influencers or running competitions on your social media platforms. 

Influencers have massive reach among many different audiences, so finding the right influencer for your brand can make all the difference. You should ensure that they have the right follower demographic to make partnering with them worthwhile. 

Running competitions and contests on your social media accounts is a great way of generating free content. For instance, you could run a competition for the most liked and shared image featuring your product. The prize could be a selection of your products or vouchers for your services, and you will then be able to repost these images from your profile and encourage word of mouth. 


Success in today’s marketing world is dependent on a number of factors, and video is one of the most crucial. Video has boomed in recent years, and the ways you can utilize it are countless. Making smart use of this tool is essential to any business’s success. 

Ensuring that you engage the services of a professional marketing agency to guide and produce your video marketing strategy is critical. This will be one of the best steps that you can take to ensure that your business’s strategy succeeds and thrives in the modern digital age. 

Claire James
Claire James
Claire is an accounts manager at Fire Digital UK, an online publishing and content marketing company based in the North West.

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