By now, you’ve probably realized the incredible potential of video marketing.
The internet is overflowing with video marketing statistics that tell us why video marketing is such a great idea:
- 78% of people watch online videos every week, while 54% watch videos every day
- One minute of video is worth 1.8 million words
- 59% of executives say they prefer watching video over reading text
- People retain 95% of a message when they watch it in a video, but only 10% when reading it in text
The list goes on. That’s the importance of video marketing. That’s why you’re here: to learn how to build an unstoppable video marketing strategy.
Let’s start with the basics:
What is video marketing?
Getting a clear definition of video marketing will help you focus your efforts. The definition of video marketing is pretty straightforward: video marketing is simply using video content that’s relevant to your customer interests or needs to promote and market your brand, product, or service.
If you’re familiar with content marketing with text content, you’ll recognize some similarities to video marketing.
Now we’ve defined what video marketing is, here’s how to build your video marketing strategy from the ground up:
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Video marketing strategy: determine your objectives
Video marketing for business starts with setting your video marketing goals. Your objectives will help you determine:
- What sort of videos you need to produce
- How to promote your videos
- Where to post your videos
- Who your videos are for
- Your most valuable video marketing metrics
Basically, “If you don’t know where you’re going, any road will get you there.”
To help identify where you’re trying to go with your video marketing, here are some good places to start with your video marketing objectives:
- Generate sales
- Increase brand awareness
- Connect with customers and fans on social media
- Grow market share
- Launch new products or services
- Build customer relationships
- Provide passive customer service
And there are more. They can also be more specific, based on your business and customers. But if you start with one of these broad goals, it’ll be a whole lot easier to refine your video marketing objectives and iron out the rest of your video marketing strategy. Just like other marketing objectives, you can focus your video marketing goals using the renowned SMART criteria:
If you stick to the SMART criteria, your refined goals should look something like this:
- Increase sales by 10% by the end of the third quarter
- Add 1000 social media followers in the next three months
- Reduce customer calls related to how to use our product by 25%
Your mileage may vary. Just remember that your video marketing objectives should fit in with your overall marketing strategy.
Choosing the right video to achieve your goals
There are a ton of different video types out there. Video marketers will likely create new ones. It can be a lot to process.
Use your objectives to narrow the field, and immediately toss out any video types that definitely won’t help you meet your goals.
Before you actually get into the act of recording your video, write out a plan for your video. Create a script. Plan out the scenes. Decide who’s going to star in the video.
Even if there are elements of your video that are supposed to be unscripted, like an interview, determine what questions you’re going to ask, and establish a general direction for the answers.
This will save you a ton of time in recording and editing. If you start rolling and then try to get everything in order, you’re going to have a rough time.
Here’s a rundown of some different types of marketing videos, what they’re good for, and a framework for creating your own.
Good for: generating sales, launching new products or services, and growing your market share. The sales video does exactly what the name implies — it introduces a product or service to a customer and persuades them to buy. You can think of a sales video as the video equivalent of a sales page or sales letter.
Here’s one of the best sales videos in recent memory to get your imagination in gear.
And here’s how to make one yourself:
How to create a sales video:
1. Get attention.
This is obviously one of, if not the most important part of your sales video. Immediately engaging the viewer is key for getting them to watch your whole video. If you’re having trouble thinking of a way to get your viewer’s attention, start your video with a question. This immediately shifts the focus to the audience, and enables the audience to actively engage with the content.
2. Identify the problem.
The temptation with video (or any sales medium, really), is to immediately go to the product. However, if you introduce the product too soon, the viewer asks, “Why do I need that?” and clicks away before your video gets the chance to explain why they need your stuff.
Start by focusing on the problem your product solves, and your audience is more likely to stick around.
3. Present the solution.
The biggest pitfall with this part of a sales video is saying that your product or service is the solution. Not quite. If someone has been losing footraces, and wants to win, the solution isn’t new shoes. The solution is to run faster, and new shoes can help you do that. It’s a subtle difference.
Introduce the product. Now that you’ve created a clear path from problem to solution, introduce your product as the vehicle for achieving that solution. The beauty of this is that the first three parts of your sales video give you a road map for introducing your product: simply let the audience know how your product delivers the solution to their problem (both of which you’ve already introduced). Boom! Done.
4. Call to action.
This is the important part. If you don’t tell the viewer what to do next and offer them a simple way to do it, you can still lose the sale even if your sales video has been a hit up to this point. The best way to do this is to put a link in your video that takes the viewer to the next step of the sales process, whether that’s signing up for a free trial or going to your store checkout. The fundamental principle here is to provide the shortest path to conversion possible. The fewer things the viewer has to do in order to buy your product or service, the better.
If you go back and watch the Squatty Potty video, you’ll see all five of these elements in action.
Good for: Increasing brand awareness, launching a new product or service, and building customer relationships. Story videos are great for building your brand persona and establishing intimacy with your customers. Someday we might all be replaced by robots, but the fact remains that people like to buy things from people. Story videos give your company a face and a personality that customers can connect with.
Story videos can be a bit trickier to write, because now there are characters and plots involved. But don’t worry. You’re creating a marketing video, not writing a Shakespearean tragedy.
If you want to beef up your storytelling chops, you can take a bite out of the creative writing curriculum.
Check out this great video that tells the story of how Dollar Shave Club got its start:
Here’s a quick rundown of what you’ll need to do in a story video.
How to create a story video:
1. Focus on a single idea.
The biggest pitfall with story videos is that they try to do too much. Identify one idea you want your viewer to take away from your story video, and build a story that goes straight to that idea.
A great exercise for isolating an idea is to write what creative writers call a logline. Write a single sentence that completely sums up the main idea of your video. Keep it simple. If the word “and” comes up several times, you may be biting off more than you can chew.
2. Focus on a single character.
Ideally, your character should be a reflection of your ideal customer. Someone your viewers can identify with. You can either find or create this character.
If you have people in your company who are a lot like your ideal customers — like your CEO who created a product to solve a problem he or she had — they’re excellent candidates for a central character.
Otherwise, you can create a character for your brand. Backcountry.com did this very well. They have a person called a “gearhead”: someone who really likes outdoor sports gear. They refer to their customers as gearheads in their product videos, their customer support representatives are gearheads, their CEO is a gearhead. It’s a brilliant persona that they can use in their story videos, but they can also leverage as part of their overall marketing strategy.
Whether you find or create your central character, try to limit the number of characters in your story videos to one, if possible. You’ve only got a couple of minutes, and it takes time to introduce characters.
3. Create a complete story.
Here’s a storytelling tip from Aristotle: every story needs a beginning, middle, and end. It sounds like an obvious statement, but you might be surprised by how many stories fall short in this regard.
Since marketing videos need to be short, here’s a way to compress this concept:
Establish a problem for your main character, then show how they resolve that problem. For video marketing, the general progression of your stories should be the process of your character’s life getting better.
Have a second look at the Dollar Shave Club Razor Tales video, and you’ll see all three of these ideas at work.
Good for: generating sales, launching a new product or service, and providing passive customer service.
An explainer video is a powerful video marketing tool. Customers are more likely to purchase after watching an explainer video, and pages with video are more likely to rank in the first page of Google results.
Explainer videos are great for homepages and landing pages, especially those for new products, services, or companies. Explaining what your product, service, or company does is an ideal way to present it to customers.
You can also use explainer videos to address common questions about how to use your product or service, which can help reduce strain on your customer support resources.
This is a great example of an explainer video:
Here’s how to create your own explainer video.
How to create an explainer video:
1. Explain one thing at a time.
For products and services, this is pretty straightforward. Make one explainer video for each product or service. For providing passive customer support, make one explainer video for each issue you’re offering support for. If you try to cover more than one topic, your video will probably be too long and it will be too hard for your customer to find what they need.
2. Get right to the point.
Sales videos and explainer videos have a couple of things in common:
You need to establish a problem.
You need to show how your product provides a solution.
However, the time dedicated to each is opposite. In the sales video, a lot of time is spent establishing and agitating the pain points your customer has. The product doesn’t take center stage until the end.
On the other hand, an explainer video should establish the problem and present your product’s unique selling proposition quickly. Ideally this should happen in the first thirty seconds.
A great way to accomplish this is to open with a question, answer the question with your unique solution, then explain how your product achieves this solution.
3. Include a call to action.
Even though it’s not a sales video, a call to action is still important. Including a call to action link in the video is best for explainer videos.
If you’re making an explainer video for customer support, you can still include a call to action, it’s just less sales-related. Encourage viewers to try out the feature you just explained, or provide a link or phone number for them to call customer support if they still need help. Never leave your viewers hanging.
If you watch the Mint video again, notice how they only spend about 30 seconds establishing the problem and identifying the solution, and there’s a clear call to action at the end.
Good for: generating sales, increasing brand awareness, growing market share, launching new products or services, and building customer relationships.
Social proof is one of the cornerstones of marketing. Video is one of the most engaging ways to show social proof. It provides a real person and story that customers can connect with, and people are more likely to watch a customer testimonial video than they are to read your testimonials page.
Here’s an excellent example of a customer testimonial video.
Now you’ve seen a good one, here’s how to do what they did.
How to create a customer testimonial video:
1. Brief the person you’re interviewing.
This goes without saying: use a real customer for your customer testimonial video.
That said, understand that your customer may get nervous on camera, so give them as much information about the video shoot as you can.
Explain what the shooting schedule will be like and how long it will take
Tell them who’s going to be there
Let them know what sort of thing you’d like them to wear
- Send them any other information they might need before filming so they can prepare
2. Create a script for you, but not for the customer.
You want the conversation to be as candid as possible, but you also want to keep things on-topic. Prepare a list of questions you plan to ask that will help the customer tell their story and illuminate some of the benefits of your product or service.
Be sure to send it to the customer you’re going to interview in plenty of time so they can think about their answers.
Do not script answers for the customer. They’ll always sound scripted, and will ruin the authenticity of your video, which is one of the primary features of a testimonial video.
3. Have a complete conversation.
Even though your customer testimonial video should be short, let the customer talk for as long as they need and ask all the questions you have planned. You can cut and edit the footage once you’re done filming to get the length right.
The point of this is to get the most natural conversation. The customer may be a bit nervous or stiff at the start, but once you get the conversation going, you’ll start getting the sort of authentic dialogue you’re after.
4. Include supporting footage.
A customer testimonial video should show something other than the customer talking for at least half the length of the video. Show the product and/or people using the service, but keep audio of your customer going over the top of these shots, voiceover-style, as much as you can.
Leave out any footage of the interviewer asking questions. It distracts from the focus of the video, which is your customer.
5. Skip the branding.
Authenticity is the key to good customer testimonials. A splash screen with your logo at the beginning or end makes the testimonial seem less than authentic.
By the same token, call to action links should be included outside the video. Include a call to action somewhere, but not in the video itself.
Check the Planet Fitness video again and think of how they used these elements to get a great testimonial video.
Good for: generating sales, increasing market share, and launching new products or services.
Product videos can live on homepages, landing pages, product pages, and can even be used for social media advertisements if they’re especially short. So creating product videos is a solid bang for your buck.
Before you create a product video, identify where the video will be posted. If it’s on a product page, landing page, or you want to use it on social media, then the shorter the better.
However, if it’s for a homepage or as part of a product promotion campaign, it can be longer.
Here’s a solid example of a short product video.
And here’s what a long product video looks like.
Whichever type of product video you’re planning on making, here’s what will make your product video great.
How to create a product video:
1. Decide how you’re going to present your product.
There are a few ways to showcase your product:
- Have someone show your product on camera
- Use a voiceover and product images or video.
- Use text narration with video footage of the product
2. Write a script and plan your shots.
In other words, plan out what you’re going to say and how you’re going to show your product. This might change a bit as you shoot, but the framework will streamline your shooting process and help you determine what you’ll need to showcase the product the best.
3. Use music.
Whether you’re using a voiceover or not, silence — even if it’s in the background — can be uncomfortable. Use music to make your video brighter and more engaging. However, avoid music with lyrics because it can be distracting.
3. Include a call to action.
A product video is intended to persuade viewers to consider or buy your product. Make sure you include a link to the next step in the buying process in your video.
Have another look at the Solo Stove Bonfire video above to get a good sense of how all these elements work together.
Social Media Video
Clearly, social media videos should be part of your video marketing strategy.
Here’s a beautiful example of an Instagram video from Patagonia:
The basics of social media videos are about the same, regardless of which social media platform you plan to use.
How to create a social media video:
1. Keep it short.
As a general rule, any social media video should be 1 minute or less. 30 seconds is ideal. If you can get everything into 15 seconds, do it. Social media feeds are cluttered, so keep social media videos as short as possible.
2. Design your video to be effective with the sound off.
The simplest way to do this is to include captions in your video, or use on-screen text to highlight the important details. If you’re really creative, you can craft the scenes so they work with or without sound.
3. Skip the sales pitch.
People don’t go to social media to shop. Stick to making your videos entertaining, informative, or interesting. It’s very easy to scroll past advertisements on social media, so it’s best if your video isn’t an advertisement.
4. Include a call to action.
Give your audience a way to engage with your video and learn more about your company. Follow rule 3 and skip the sales pitch in your call to action as well. Use calls to action that start with verbs like, “learn” or “visit.”
5. Make multiple videos.
There are several different types of social media videos. But even if you just make several versions of the same type of video, the point is to reduce the number of times social media users encounter the same video. You’ll get more engagement from your social media video marketing if people consistently get fresh content from your brand.
Give the Patagonia video another watch to see how they put all these elements together.
Good for: generating sales, increasing brand awareness, and launching new products or services.
Launch videos share some common ground with explainer videos. The primary difference is that a launch video focuses on explaining how the product, service, feature, or company is new and different from what’s already available. Include everything you’d include in an explainer video, but focus on expressing how unique your product or company is. Here’s a really great example of a launch video.
How to create a launch video:
1. Focus on features that differentiate your product.
There must be a reason you created something new. That’s the information you want to put right up front in your video.
2. Include as much footage of your product in action as possible.
What you’ve got is new, so the first thing people need to see is the product in action. This familiarizes your audience with the product and makes it immediately recognizable.
GoPro uses this technique to get away with a wickedly long launch video for the GoPro Fusion.
3. Answer questions.
Put yourself in the shoes of your viewers.
If you’re watching a video for something you’ve never seen before, you’re going to have a lot of questions. Think of the initial questions your audience is going to have and be sure to answer them in your launch video.
It’s very subtle, but if you watch closely, the Monument Valley launch video does all of these things.
Good for: generating sales, building brand awareness, and launching a new product or service.
Promotion videos differ from launch videos in two major ways:
They usually air before the product or service is released
- They don’t completely explain the product
Promotion videos are designed to generate interest in a product that will make your other marketing more profitable once the product launches. Promotion videos don’t outright sell the product.
Here’s a radical example of a promotion video.
How to make a promotion video:
1. Focus on quality.
The promotion video may be a customer’s first contact with your new product. Since it could be a while before customers actually get your product or service in their hands, the quality of your promotion video is an implicit statement about the quality of the product. So take your time in planning and producing your promotion video.
2. Make a promise.
This one is pretty simple. Avoid spending a lot of time explaining the product in your promotion video. Save that for the launch video and explainer. In the promotion video, just promise some benefits. This creates anticipation, which is exactly what you want.
3. Make it entertaining.
A promotion video often has very little actual information about the product. The product might not even exist yet, so being funny, heartfelt or visually appealing is key to capturing and holding your viewers’ attention till the end.
The Double Fine Adventure Kickstarter Campaign uses this technique incredibly well to keep you engrossed for the entire four minutes.
Give the Four Hour Body promotion video another look and note how well all three of these objectives are achieved.
Actually creating your video
No matter which type of video you decide will be best for your objectives, the major steps of creating a marketing video are essentially the same. The process is part creative pursuit and part strategic planning and organization.
We mentioned it earlier, but it bears repeating that you should have clearly established objectives before you start this process.
This is where the creative work begins. You’ve got objectives and have chosen the type of video that’s going to help most in achieving those objectives, now it’s time to come up with a whole bunch of ideas for how to make the most engaging video you can.
The best way to tackle this process is to frontload it with a lot of brainstorming. Come up with as many ideas and approaches as you can, and let your team share ideas and check out other marketing videos for inspiration. It’s a good idea to be a bit loose and have as much fun with it as you can, because this is often how your best ideas will be born.
Once you’ve got a huge stockpile of ideas, sit down and whittle the list down to a single idea. Quickly toss ideas that are obvious nonstarters. If it’s possible, combine multiple ideas into one.
However you do it, the cardinal rule of this part of the process is to emerge with only one idea. If there are two or three ideas you think are amazing, make two or three different videos.
Whatever you do, don’t try to cram multiple approaches into a single video because you’ll end up with something confusing.
Script writing and storyboarding
Once you’ve got your central idea for the video, it’s time to plan out how it’s going to look on screen.
It might seem like a good idea to take a more “free flowing” approach to help get the most authentic result. In reality, making a video without a script or a storyboard is inefficient and the results are often unprofessional. Sure, you might be able to clean up a bunch of ad hoc footage with good editing, but you’ll be able to do even more with good editing if you start with well-planned and well-shot footage.
Even if you’re making a video with elements that must be unscripted, like customer testimonial videos, write a script and a storyboard for everything that doesn’t need to be unscripted.
Don’t worry. This actually doesn’t kill any creativity. There’ll be plenty of room for ad libbing and spontaneous content. You’ll actually find you get more usable, off-the-cuff footage when you’ve planned your video because people will have a better idea of what will make it to the final cut.
Plan your lines and your shots and everything will go much smoother.
If you need help getting started, here’s a simple storyboard template:
Shoot your video
If you have a professional videographer on staff, that’s great! However, not everybody has access to a professional for this part. Before you start shooting, it’s a good idea to get some videography tips.
Your recording setup doesn’t need to be fancy. A decent camera or even your phone is enough to make decent videos. The biggest problem will be recording sound, as the sound you get from most phones or even cameras with built-in microphones, will be terrible. Our advice is to get a good microphone if you can, and learn the basics of using it.
Now comes the fun part where you get to go out and film stuff with your camera. The biggest thing here is to get multiple shots of each scene. It’ll give you more footage to work with when you edit, and you’ll get better shots because you’ll get better each time you record a scene.
One easy way to make your shots interesting and professional is to stick to the rule of thirds. Rather than centering everything in the frame, offset the subject to the left or the right third of the screen.
Last thing: keep all but your worst outtakes, since they can be handy in the editing room.
Edit your video
There are a lot of video editing options. The Microsoft Photos app has video editing capabilities, and iMovie is an inexpensive option for Mac users.
Whatever software you use, you’ll need to collect your best footage, put it together, and edit it. If you took your time in writing the script and creating your storyboard, the editing process will be much easier, since you’ll have a set of instructions to work from.
Use transitions to keep your scene changes from being too abrupt, and include text overlays or some visual design elements for a professional finish.
Once you’ve got your video edited and saved, there’s only one thing left to do.
Publish your video
This is usually the easiest part. You should be able to determine the best places to post your video based on your objectives. Most places that host videos have easy workflows for uploading and publishing content.
Video marketing software: how to create videos the easy way
Making marketing videos can be daunting. Fortunately, there’s an easier way. Video marketing software like Biteable makes the video production process much easier and takes care of most of the technical work.
We’ve made it incredibly easy to use Biteable, so one of the best ways to get going is to jump right in and start using it, but if you want a bit of guidance before you start, here’s how to create a video using Biteable:
1. Create an account using your email address, Facebook account, or Gmail account.
2. Click “Get Started” to start creating a new video.
3. Choose the sort of video you’d like to create using the template finder, or hit ‘Start From Scratch’ if you’re up for some adventure.
4. Give your project a snazzy name.
5. Use the timeline at the bottom of the page to add, edit and rearrange scenes in your video. Note: there won’t be any scenes in the timeline yet if you chose to start from scratch.)
In the editor you can:
- Add scenes.
- Delete scenes.
- Drag and drop scenes to change the scene order.
- Edit the text in each scene.
With a Biteable Premium account, you can also upload your own pictures and videos to use in your scenes, and there won’t be a watermark on your video.
If you need more help with the editor, check out our detailed guide here.
6. To add a new scene, click the ‘+’ symbol on the right-hand end of the timeline and select the scene type.
7. Choose a scene to add to your timeline.
8. Once you’ve finished editing and all your scenes are ready to go, give your video some branding by selecting a color theme. Click on ‘Color’ at the top of the editor to check out your options.
9. Click ‘Audio’ to add audio to your video. You can either choose a track from our free library or upload your own.
10. Once you’re finished, click ‘Preview’ to see exactly how your video will look once it’s finished. (It may take a few minutes, depending on how many scenes are in the video). From the preview screen, you can go back and make changes using the editor if you’d like to correct or change anything, just click on ‘Timeline’.
11. When you’re ready, click “Publish This Video” to go live! You can embed your video on your website or publish it to Facebook or Twitter. If you’d like to remove the watermark or download your video, you’ll need to sign up for a Premium Biteable account.
Making videos with Biteable looks a lot easier than doing all the technical stuff yourself, right? Here are some of the marketing videos you can create using Biteable:
- Advertising video. Ad videos are great for using on your website, boosting your email marketing campaigns, or social media advertising.
- Animation video. Animation videos are ideal for introducing products or delivering product updates, sharing your business with your customers, or using as fun and entertaining social media ads.
- Business video. Business videos are good for internal and external content. They’re great for showing customers what your business does, but you can also use them for education and training presentations or event promotions.
- Cartoon video. Cartoon videos are great for showcasing a more fun, playful personality and can help your video campaigns stand out because they’re quirky and different. Cartoon videos are flexible and can be used for almost any type of video marketing.
- Corporate video. Corporate videos are excellent for company presentations, training, or sharing your company culture with the world.
- Explainer video. Explainer videos are great for showing what your product or service does.
- Facebook video. Facebook videos make your Facebook page more engaging or make your ads stand out on customers’ newsfeeds.
- Infographic video. Infographic videos are great for delivering hard facts in a fun way. Even though they’re fun, infographic videos give your brand credibility because of their scientific nature.
- Instagram video. Instagram videos are a great way to drive awareness of your brand and product in a way that’s easy for people to engage with. There are a ton of ways to use Instagram videos. There’s a lot of room for creativity here!
- Marketing video. Marketing videos are an essential element of any marketing strategy. Marketing videos keep people on your page and increase sales. They can even reduce support queries.
- Presentation video. Presentation videos can be used for internal and external audiences. Presentation videos can shorten hiring cycles, reduce your time-to-sale, introduce customers to your brand, and more.
- Promo video. Promo videos are ideal for getting attention for an event, your product, or your company.
- Social media. Customers often switch from watching TV to browsing social media, so using video on social media creates a much more congruent user experience. Social media videos can be used for almost any marketing goal.
- YouTube. is the second most trafficked site in the world. So posting videos to YouTube is almost always a good bet. One of the best things about YouTube is that just about anything goes, so you can post all your video marketing content there!
- Upload your own content! Biteable has mounds of templates for almost any video you can think of. But, with a Biteable premium account, you can upload your own content to really make your videos your own.
How to promote your videos online
Once you’ve got some great video marketing content, the next step is to get people to watch it. Although it would be nice if our videos just got scooped up by the internet and got distributed through word of mouth and sharing, even the best videos need some promotion to make the big time.
First, it’s important to get your promotional foundations in place. No matter what your objectives for your video or where you plan on posting it, these things will help you get more views:
1. Optimize your thumbnail image
Once people have found your video, a good thumbnail image will entice them to press play. If it’s relevant to your video content, a person smiling and making eye contact is your strongest option.
If that’s not an option, use an image that hints at what’s in the video and creates some intrigue. Using a thumbnail with text is a good option if your video has particular information.
2. Participate in the communities where you post videos
If you’re just posting videos to Vimeo or YouTube but you never use your account to comment on other people’s videos or share things, you’re missing out on a huge opportunity for organic traffic.
Video hosting sites are interactive, and participating in the conversations on those sites helps you build up a sort of social network that naturally helps promote content that you post. Building your presence on video hosting platforms is also a great excuse to spend some time watching cat videos.
3. Share your videos
This is most effective for videos that are inspiring, instructive, or entertaining. If your video isn’t a direct sales pitch, you can promote it yourself by sharing it in the communities where your ideal viewers hang out.
The overarching strategy for online promotion is to produce content that people will want to share, and make it easy for them to find.
How to promote your videos on social media
Your video promotion efforts wouldn’t be complete without using social media. Posting videos on social media is the best way to get discovered by millions of people.
Here’s what the numbers look like:
- People watch 100 million hours of video on Facebook every day
- 500 million people watch Facebook videos each day
- YouTube users watch more than 500 million hours of video each day
- People watch 10 billion Snapchat videos every day
- Instagram users spent 40% more time watching video in 2016
Also, social media videos are incredibly easy to watch on mobile devices. This is important, because over 50% of online videos were watched on mobile devices in 2016.
As you can see, doing a little social media promotion will go a long way.
These are the basics of getting your videos seen on social media:
There are three primary ways to get your videos to your audience on Facebook.
Facebook lets you use videos in your advertisements. The two most common ad types for video are Facebook video ads and Facebook carousel ads. There are two big things to keep in mind for Facebook ad videos:
Keep your videos short. 15 to 30 seconds is best.
- Design your videos to be engaging with the sound off. People often scroll down their feed with their phones on silent, so video ads perform better when the video is still fun without sound.
This is a great example of a Facebook carousel ad with video from Carte Noire France:
Facebook cover videos simply replace the cover photo on your page. It’s not a big change, but it makes your Facebook page more engaging and can put your video in front of a massive audience.
Here are a few quick tips for making the best Facebook cover video:
Put the important content near the center of the frame. This will ensure that nothing gets cut off when you upload it to Facebook.
Keep your video between 20 and 30 seconds. The minimum length for a cover video is 20 seconds, and Facebook allows you to upload videos that are up to 90 seconds long, but you’ll lose a majority of viewers after the 30 second mark.
- Use 1080p video. High quality video is pretty much an expectation these days, so give the people what they want.
Here’s an example of a cool Facebook cover video that focuses on the Buffer team:
3. Organic feed
Videos you post on your wall in Facebook will get a lot of views if you’ve got an active social media presence. It’s okay to post an ad or promotion on your page occasionally. But a majority of the video on your Facebook wall should be shareable content. Stick to being entertaining, informative, or amusing.
People typically aren’t in buy mode when they’re thumbing through their Facebook feed, so seeing a salesman feels invasive. They’re going to see your paid ads anyway, so you want to offer them another reason to visit your Facebook page.
Appeal to people’s emotions, and keep the selling to a minimum and your videos will get passed around.
To give you some ideas, this is one of the most shared videos of 2017 (which is a compilation of the most shared videos of 2017):
1. Instagram Stories
Instagram is a different platform than Facebook, but the social media fundamentals still apply: keep the selling to a minimum when posting Instagram stories.
Here are some ways to get more from your Instagram stories:
Create videos with your phone. Instagram is a community for sharing off-the-cuff content. That means there’s such a thing as too professional when it comes to Instagram. Use some phone footage and keep it candid.
- Create content that users can engage with. Instagram helps you out here with the polls feature that gives users a chance to interact directly with your story. You can also do Q&A with your instagram stories. Post a request for questions in the morning, then answer some of them in a story later that day or the next day.
Polls and Q&A stories also help you gather information about what your audience likes, so you can do more of that.
- Use Instagram Stories to tell the other side of the story. Since Instagram Stories disappear after 24 hours, they’re a great place to show behind-the-scenes footage, outtakes from your marketing videos, or the people in your company who don’t get a lot of screen time. Anything that makes your company a bit more relatable is good Instagram story material.
Here’s a great example from the NASA Instagram account:
2. Instagram TV
Instagram TV essentially adds long-form video capabilities to Instagram. You can upload videos of up to 10 minutes to Instagram TV. This makes Instagram TV fair game for even more types of marketing videos than Instagram itself.
However, don’t go into sales mode just because the videos are longer. Stick with entertaining or useful content.
Here are some great ideas for Instagram TV videos:
- Team introductions
- Product demonstrations and tutorials
- Product unboxing
- Office tours
- Educational videos
- Behind-the-scenes and how-it’s-made videos
Instagram TV is a new feature, so there’s tons of room for innovation here. Be creative. Who knows, you might come up with a new type of video for Instagram TV!
3. Instagram feed videos
Create a brand-specific hashtag. This makes it easy for people to identify your content and spread the word. Also, hashtagging is super easy, so a brand-specific hashtag can spread very quickly (especially if your content is #biteable).
Share videos. If someone posts a video of your product or says something about your brand, share it and give the person who shared it a shoutout. There’s a chance they might tag you back, which gives you free publicity. Also, letting your customers create the content is the easiest way to get material for Instagram posts, which is a nice bonus.
- Show your product or service in action. A lot of this depends on your industry. Some things are easier to show in an entertaining way than others. If you can pull it off, this is a great way to get your product in front of customers without being annoying.
Here’s a masterful example from GoPro:
Of course, GoPro has it easy when it comes to video content. So here’s a great example of a fun video from AllState (behold the power of the cartoon video!):
1. YouTube channel
Your YouTube channel is a great place for ALL your video content. It’s even a good idea to post your advertising videos on YouTube. If your ad is particularly funny or powerful, it could continue to get views long after you’ve stopped running that ad campaign.
Even though almost everything is fair game for YouTube videos, YouTube has a few unique aspects when it comes to SEO:
There aren’t a ton of places to put keywords in YouTube. However, optimizing your video metadata is still important. Focus on these three areas to make it easy for viewers to find your videos:
Title. Use keywords and make sure your title gives the viewer a reason to watch your video.
Tags. Most video hosting sites like YouTube allow you to add tags to your videos. These are obviously huge for making your video searchable. Use both common and specific tags. If it’s relevant, you can even tag your videos with short phrases.
- Description. Add your keywords here too. Put the most important information up front, and throw some links in the description so people can easily click through and learn more about your company or product.
YouTube video ads are the place for your advertisement videos. While it’s still best that your videos be entertaining and helpful, people expect to see ads on YouTube, so it’s safe to sell stuff here.
There are two main YouTube ad formats:
- In-stream. These are the ads that display before users watch a video. In-Stream ads come in two flavors: skippable and non-skippable. Skippable ads are the ones users can choose to skip after 5 seconds.
Non-skippable ads can’t be skipped (duh!)
When a user clicks on either type of in-stream ad, they’ll be taken to a landing page, so it’s important that in-stream ads include a call-to-action.
Which YouTube ad format you use largely depends on your budget.
Skippable in-stream ads
You don’t pay for a skippable ad until it plays for 30 seconds, plays in full, or the user clicks on the ad. This format is best if you have a more restricted budget, or want to test out an ad.
Quick tip: put the most attention-grabbing stuff in the first 5 seconds so viewers will stick around. The longer they watch, the more likely they are to click on it.
Non-skippable in-stream ads
You pay per impression for non-skippable ads. Every time a user sees the ad, it’ll cost you. Non-skippable ads can be 15 or 30 seconds. This format is best if you have a proven ad or you have a lot of data that suggests click rates will be very high.
Quick tip: Take a soft-sell approach for non-skippable ads. Since users cannot skip your ad, it can easily irritate them if there’s no entertainment value.
Here’s a stellar example of a YouTube in-stream ad that would work for either format:
In-display ads are the ones that display in the YouTube sidebar, search results, and as a banner along the bottom of the video users are watching. The biggest difference between in-stream and in-display ads is that in-display ads don’t link to a landing page.
In-display ads direct users to your channel or video. These are best for supporting your other video content by building a subscriber base and increasing views.
Quick tip: include a call-to-action with clickable annotations and links in the description.
3. Get discovered with popular videos
The ideal outcome of any marketing video is that it will become wildly popular and exceed your expectations.
No matter what type of video you’ve made, or what your marketing goals are, videos that go viral all have something in common: they appeal to people’s emotions.
The secret sauce of making popular videos is in the creative aspects of the video. After studying millions of articles, the two emotions that get the most shares are:
So, if you’ve got something impressive to show, put it in a video. If you’re concerned that you don’t have anything that’s awe-inspiring, the good news is that you can just be funny. Don’t be afraid to let loose a bit in your video marketing. It could pay off.
To show you how it’s done, here’s one of the funniest and most popular marketing videos in recent memory.
How to measure your marketing success
Determining whether your video marketing is successful or not can be tricky. What might indicate success for one company doesn’t necessarily mean success for another.
Even though each video you make should have a specific goal, being successful with your video marketing means that your video marketing is furthering your overall marketing goals.
There are a lot of video marketing metrics:
- Number of impressions
- Total number of views
- Play rate
- View length
- Engagement rate
- Device type
- Operating system type
- Viewer location
- Referral source
This is a lot to measure, and each video marketing metric has its purpose. These metrics are great for making improvements to your videos and suggesting things to A/B test.
However, the metric to keep an eye on for evaluating the overall success of your collective video marketing efforts is conversions. Video marketing is still marketing, and the purpose is to get more paying customers.
The other video marketing metrics will help you make improvements at the tactical level. Use these metrics to improve the individual parts of your videos — the thumbnail, the call to action, the visuals, and so on.
But the best way to evaluate your video marketing strategy is to establish a control (your conversion rate before you started using video marketing or before you started optimizing your video campaigns), and track your conversions after you started with video marketing. If your strategy is effective, it should improve your numbers.
However, if your conversions don’t lift as much as you’d like, don’t just toss out the video marketing. Use the other metrics to improve your videos and methodically adjust your video marketing strategy.
It may take some time, but with clear objectives and steady measurement and adjustment, video marketing will help grow your business.
Video marketing case studies to learn from
Keith Koons generated over $14,000 in business by posting a simple Biteable video on Facebook. It cost him $10 in Facebook advertising and the price of a Biteable Premium account.
To date, Biteable videos on the Upstate Synergy website have over 18,000 views.
This is that first Facebook video Keith posted:
Daniel Tannenbaum used a Biteable video to increase conversion rates by over 20%. Adding a video to their homepage increased visitors’ time on-site from 1 minute, 30 seconds to 2 minutes, 15 seconds, and lowered their bounce rate from 61% to 39%.
Daniel focused on using the video to help customers understand what MediCompare did.
This is the video they added to their homepage:
Zina Magomet created inspiring videos with Biteable, and generated over 82 million views on Facebook. Greater Minds has broken all of their website traffic records and increased their sales by over 110%.
Zina used her videos to give value and help viewers.
This video has gotten over 34 million views on Facebook:
This has been a lot to take in, so here’s a quick recap of how to have crazy success with video marketing:
Determine your video marketing goals
Choose the kind of video that will help you achieve your marketing goals
Create your video!
Promote your videos online, especially on social media
- Measure your conversions to evaluate the effectiveness of your video marketing strategy
Now you know how to do it, get started with your video marketing! Feel free to bookmark this guide so you can come back if you need help, or check out our other blog posts that’ll help you nail your video marketing.