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Video Marketing: Everything You Need To Know

Aug 28, 2021 20 min read

The popularity of videos on social media is all-time high & with new social media features like reels, story videos & live streaming, video has become one of the most in-demand content formats on social.

85% of internet users in the U.S. enjoy consuming online video marketing content per month. 54% of clients wish to observe videos from the brand or business they support & video marketers get 66% more qualified leads.

From the launch year 2005, YouTube's reign begun as the top video-sharing platform. In the last decade, TikTok played a massive role in popularizing video format among the masses. But, over the years, especially after the introduction of reels in action, Instagram & Facebook has become the primary contender for the throne.

With an easy-to-digest format, videos have the potential to deliver a brand message deliberately, refraining from an overabundance of textual information. Apart from being a cost-effective medium of marketing, videos ensure to scale your engagement on social & accordingly generate leads.

Are you looking to increase your sales & build brand awareness on social via videos?

We have prepared an in-depth guide explaining all key concepts you require to grab the basics of video marketing approach. Scroll through the sections, hone your skills & establish a credible relationship with potential customers ensuring brand growth through enticing videos.

What Is Video Marketing?

Video marketing can be defined as the marketing strategy to use & implement videos to enrich engagement, drive sales & raise brand awareness. The marketing team of an organization thinks, plans & designs the strategy focusing on service, product, features & create, curate, and utilize video assets to reach the target audience.

The idea behind using creative video content is to attract audience attention by engaging them with the brand in a facile way with easy-to-digest content.

  • The rising of online video editing tools & evolve of social media has boosted the rise of video marketing in business.

  • Top brands & businesses commonly use social media platforms such as YouTube, Facebook & Instagram to post marketing videos & video ads.

A comparative analysis done by video making tool Biteable between Facebook text ads & video ads has shown that videos got 480% more clicks compared to text ads. Further, video ads on Facebook cost 280% less per lead compared to text ads.

Video Marketing For Business: Objectives

Before starting your video marketing campaign, ensure to set your goals & target. Check out the following targets, which are commonly commemorated with brand video campaigns.

Awareness

The first goal of a video campaign is known as ‘awareness.’, it assists you in introduce your brand to a wider audience. If you have a high value per sale, awareness videos are helpful in growing your audience. The purpose of an 'awareness video' is discovery of your brand, not sales. Awareness videos are the top-of-the-funnel videos.

Consideration

Are you looking to strengthen your bond with potential customers and inculcate interest among them? When you prepare video content to establish a connection or to strengthen the connection with your prospects, such types of video content are known as ‘consideration’ content. Consideration content shows your area of expertise and helps you to establish your expertise in your field.

Click-through rate & view length are two essential metrics to measure the performance of consideration video content marketing.

Conversion

If your aim is to sell a product, then the aim of your video is ‘conversion.’ Conversion videos are the pointy end of the marketing funnel. If you are making a conversion video for new prospects, ensure to focus on price ranges & your brand USP. The most important metrics for conversion videos are sales & click-through rate.

If people are clicking and not buying, then you may have a disconnection between your marketing and your actual product. Regardless of your goal, ensure to follow a data-led approach to figure out what works & to steer away from what doesn’t work.

Video Marketing Statistics

Video Marketing Statistics

Instagram Video Marketing Statistics

Instagram Video Marketing Statistics

Facebook Video Marketing Statistics

Facebook Video Marketing Statistics

Twitter Video Marketing Statistics

Twitter Video Marketing Statistics

Social Network-Based Video Marketing

Using videos for social media marketing is a great way to engage your audience & build brand awareness. Major social networks such as Facebook, Instagram, LinkedIn and Twitter, all have transformed into video-first platforms to match the enriching demand for videos on social media channels. All of these social networks now offer diverse video-friendly placements such as live streams, story, reels, different types of video ads, etc.

Facebook Video Marketing

Stats says, 47% of users watch videos ads on Facebook & 500 million viewers consume 100 million hours of video content daily on Facebook.

Videos on Facebook appear on three spatial dimensions: Timeline, Facebook Live & Facebook Story.

Timeline Videos

Facebook linked videos are the oldest ways to share videos on the network. However, Facebook native videos receive more engagement.

According to data, native videos on Facebook receive 478% more shares & 98% of top-performing videos are native videos. Considering the fact brands predominantly use native videos on their business pages & 90% of Facebook pages have native videos.

Story Videos

Facebook Story can have videos for up to 15 seconds & disappear after 24 hours. On story, you can share standard videos shooting with a smartphone or camera & it also offers a format called boomerang which is a short video that plays on a loop.

Facebook Live

Facebook Live video allows you to broadcast any kind of event to your viewers. It sends alerts informing your users that you’ve started a live stream, helping you to gather a larger crowd. You can use live streaming videos for any product launch event or can use it for employee advocacy, or you can interview influencers for their feedback to establish an authentic brands image in front of your prospects.

Facebook Reels

Facebook has rolled out its new feature; Facebook reels. Reels are short videos that have already gained immense popularity on Instagram. Now, Facebook also allows users to create and share this short-form video content within the News Feed or Facebook Groups. Depending on the user’s feedback, the social media giant will evolve reels interface.

Suggested Read: Facebook Adds New Monetization Option For Short Videos

Facebooks Video Ads

  • Facebook timeline video ads appear on the news feed. The recommended timeline video dimensions are at least 1280 x 720 pixels for Landscape and Square, Landscape aspect ratio: 16:9 & Square aspect ratio 1:1. Besides, the maximum video file should not exceed 4GB.

  • Facebook Story ads are immersive full-screen ads help business in reach, brand awareness, video views, lead generation, app install, conversion, and traffic.
    The maximum length for Story video ads is 15 seconds.

  • Facebook Carousel video ads are designed to display multiple videos and a link within the same ad unit. Collection ads are most suitable for a business that aims to promote multiple product lines. Facebook Slideshow video ads are the best fit for businesses to display their products & to reach audience even with slower internet access. Make sure to warp up the advertisement within 2 minutes to get the best result.

  • In-stream video ads deliver a targeted brand message within ‘Facebook's publisher and creator content.' The recommended length for in-stream videos is a maximum 15-second. To get your ad published, your In-stream ads' content has to comply with the eligibility and community guidelines of Facebook.

Suggested Read: How Much Does It Cost To Advertise On Facebook

Instagram Video Marketing

Depending on the format, Instagram videos can be classified into five types: In-feed videos, Story, Reels, Live & IGTV. Let’s explore the formats:

Instagram In-Feed Videos

In-feed videos are the oldest & the original video format on the Instagram app. These types of videos are added utilizing Instagram’s built-in camera, or you also can upload videos from a phone gallery. The allowed length of in-feed videos are 60 seconds & it also supports other two feature: Boomerang & GIF. Users can use filters, location, caption, product tags & user location on video posts. Video posts can be shared on story & also can be shared privately via messages to potential customers.

Suggested Read: How To Use Instagram DMs For Business

Instagram Story Videos

Like Facebook story videos, Instagram story videos are short videos of 15-second & disappear after 24 hours. Stroy video can be recorded from the home screen, or videos can be uploaded from the existing photo gallery. Users can save stories as a highlight in the profile section above the grid space. More than 500 Instagrammers watch a story in a day; hence Instagram stories have high potential to reach out to your target audience.

You also can add interactive features such as filters, emojis, GIFs, and stickers to the video or also can use hashtags. If you have a verified Instagram account or have 10,000+ followers, you can place a link on the story. For brands & businesses, adding links to the story is a significant way to drive organic leads and conversions.

Instagram Live

Instagram Live allows users to video stream from smartphone & brands can utilize this space to host workshops, interviews, and any other virtual event. Live stream on Instagram can be hosted by one or two profiles, and it can last up to four hours. When you go live, a live icon appears at the front of the story bar. After completing the Instagram Live, videos can be saved to IGTV.

Instagram allows the host to pin comments or turn comments off, or set up keywords filter to moderate comments. Live stream supports donation allowing nonprofits on social media to use the medium for fundraising.

Suggested Read: How To Turn Off Comments On Instagram

Instagram Reels

Reels are the latest inclusion to Instagram & its popularity is rising each they. These are the short-video format, i.e., 15-60 second clips, which can be created with Instagram’s camera, or you also can choose reel assets from your phone library. Reels support text, AR filters, timer, and speed controls, green screen mode, and give you access to an audio library. Ensure to record Instagram reels in a vertical portrait mode with ratio 9:16. Reels further supports captions, hashtags, & product tags as well. Instagram reels are an enticing medium to grab your audience’s attention & to increase brand awareness.

IGTV

IGTV is an in-feed video format on Instagram with a minimum length of one minute & maximum length is 60 minutes. IGTV videos require to be pre-recorded, and you can upload them from the camera roll. Before posting on Instagram, creators can add the video to a series along with a cover photo. Also, you have the option to choose a 15-second preview to the home feed. The IGTV videos appear in a dedicated tab on your profile & you can sort them by series. IGTV videos also can be seen in the explore tab, where they auto-play & queue up one after another.

These videos are a good way for brand storytelling or to share the narrative of the founders or employees or any other long-form of content to strengthen relations with the consumers.

Instagram Video Ads

There are different types of Instagram ads that support video format: Instagram In-feed video ads, Instagram Story video ads, Carousel videos ads, Explore video Ads & IGTV Ads.

  • Instagram In-feed video ads help brands & businesses to provide users a more detailed & closer look at their brand, products, and services. Videos ads can be 60 minutes long but, short video ads gain more attention. Video ads on Instagram support CTAs.

  • Instagram Story video ads are full immersive videos that appear between users’ story. At the end of the ad, you can use a ‘Swipe Up’ link & it allows you to use all organic story features.

  • Instagram Carousel video ads allow you to feature a series of 'swipeable videos'. Carousel ads appear both in story & in-feed & you can add a CTA button or a 'Swipe-Up' link which can lead your prospects to your website. On Carousel ads, you can add up to 10 videos & it is one of the best ad formats to share a multi-facet story or videos of diverse product lines.

  • Explore ads are displayed on the Instagram Explore tab. Since 50% of users on Instagram explore this section every month, Explore ads are a great medium to gain brand exposure.

  • IGTV ads on Instagram can be 15 seconds long & these video ads appear after a user clicks to watch an IGTV video from their respective Instagram feed. IGTV ad is currently available on Instagram creators account in the US, UK, and Australia. These ads are played in mid of an IGTV video & users have the option to skip the ad.

Suggested Read: The Ultimate Guide To Instagram Ads

Twitter Video Marketing

Let’s explore different types of Twitter videos available for business:

Twitter Linked Videos

Twitter Linked videos are an easy way to integrate video into Twitter marketing efforts; also, it is one of the quickest ways for video amalgamation in the platform. To post linked videos on Twitter, copy the link from the platform which hosts the video & posts the link between your Twitter content. Twitter allows your followers, to watch the video without requires to click on the link & it increases engagement.

Twitter Native Video Or In-Feed Video

Twitter Native video or in-feed video stands for the video content users record & upload directly to Twitter. The minimum resolution for Twitter Native video is 32 x 32 pixels & the maximum resolution is 1900 x 1200 or 1200 x 1900 pixels. The inclusive range of aspect ratio is 1:2.39 to 2.39:1.

Twitter Live Video or Periscope

Twitter allows users to stream live videos on the Twitter feed using Periscope. Users do not require to download the Periscope app; you can do it simply by logging in to your Twitter account. The estimated resolution of live video is 1280 x 720 pixels & frame is: 30 fps.

Twitter Video Ads

The primary aim of video ads is to drive awareness and action for your brand on Twitter. You can choose from different video ad units: Promoted videos, First View & In-Stream video ads.

  • Promoted videos are uploaded on the Twitter timeline & invest money to boost the content to increase its reach.

  • First view ads ensure that your videos get at the top of the timelines for 24-hours.

  • In-stream video ads play your brand videos, during, or after other high-traffic videos, including live streams. Twitter carousel videos support up to six swipeable videos in a single Tweet.

A brand can use In-Stream ad to tell its story, drive a specific action, and deliver the right message. Allowed video length on Twitter is 0.5 to 140 seconds & aspect ratio is up to 1.3 to 3.1.

Suggested Read: The Ultimate Guide To Twitter Ads

LinkedIn Video Marketing

LinkedIn has continuously worked towards developing its video offerings. Let’s check out what you can expect from the platform:

LinkedIn Native Videos

LinkedIn Native videos are organic video content uploaded directly from your business page & shared among your connections meld with a description displayed above the video. The maximum text character limit for the company page is 700.

The length of the native videos can be three seconds to 10 minutes & the maximum file size allowed is 5GB. However, the social platform allows users to upload both horizontal and vertical videos; the platforms crop the vertical videos into square size on the news feed.

To avoid such discrepancies, use Statusbrew where you can get a live preview of how your post will look like on different social media platforms.

Embedded Videos

Embedded videos or linked videos on LinkedIn are shared from a third-party video platform like YouTube. However, LinkedIn native video gets more reach compared to embedded videos.

LinkedIn Live

LinkedIn live is a video broadcasting feature, live video streaming service assists LinkedIn members to interact with followers in real-time.

LinkedIn live further offers an option for private streaming. The host can choose selected members to join the video without distributing it publicly. It is particularly beneficial for business-oriented social networks, such as live-streaming tradeshow talks, or hosting webinars, making product announcements, and many more. Currently, LinkedIn live is aviable for its beta users.

LinkedIn Story Videos

As a part of your video marketing effort, you can use LinkedIn story videos. Story videos on LinkedIn are visible for one week & it is permanently visible to the profile who shared the story video. You can use LinkedIn camera feature or can choose videos from your phone gallery. LinkedIn story feature is not available for LinkedIn members of China.

LinkedIn will discontinue the story feature by the end of September 2021. It is planning to develop a new video experience for the platform.

LinkedIn Video Ads

  • LinkedIn Video ads are sponsored content & they allow you to boost a video post you made organically through your company page. Further, you can set a video ad via the Campaign Manager.

  • Video ads length on the platforms is three seconds & the maximum length is 30 minutes.

  • The platform cap your file size at 200 MB. Besides, your video ads on LinkedIn must be horizontal as currently, LinkedIn does not support vertical videos for sponsored content.

  • Campaign Manager on LinkedIn allows you to add a headline that is displayed under the video ad with 600 characters max along with a destination URL.

Suggested Read: The Ultimate Guide To LinkedIn Ads

YouTube Video Marketing

YouTube is one of the top platforms for video sharing. On the platform, 500 hours of videos are uploaded every minute. Lets’ explore how you can leverage video marketing on YouTube:

YouTube Live

Just like live streaming on other social media platforms, YouTube live allows users to broadcast live content. You can use YouTube live video to display your brand’s unfiltered moments & encourage your audience to participate with real-time comments and reactions.

Video Blogs

Video blogs are one of the best mediums to share tutorials, or any help desk video to assist your users in troubleshooting any product-related issues. Also, you can create videos of any blog content or can document daily life or events. To helps your audience easily digest your blog post, you can summarize & highlight the critical points of the blogs through video blogs on YouTube.

YouTube video supports audio & voice-over as well. Furthermore, you can use text as subtitles or captions on the video files. YouTube videos under two minutes have the highest chance of getting more engagement.

You can leverage YouTube for short forms of interviews such as customer testimonials or product demonstration videos, or interviews with thought leaders. These types are videos are engaging also provide value to your content.

YouTube Ads

  • YouTube offers in-stream ads & some ads are skippable while some are not.

  • You can create YouTube ads without sound & deliver the message through captions.

  • YouTube ads make it easy for people to choose your business also enhance purchases, subscribers, website visits, and more. 70% of viewers claimed that YouTube makes them more aware of new brands.

Suggested Read: How To Turn Off Comments On YouTube

Types Of Videos For Video Marketing

To level up your video marketing tactics on different platforms, an understanding of video content is required. Let's roll down to different types of video for videos marketing for businesses before processing towards the vital steps to creating video:

The Spot

‘Spot’ refers to the most classic videos which you can produce within 15 or 30 seconds, commonly for commercials. Content of ‘Spot’ can vary based on your brand story & the key message you want to deliver to your prospects. You can place ‘Spot' before YouTube videos, or before the trailers of movies, for example.

To commemorate social media marketing effectively with these videos, ensure to make videos engaging from the very first second & deliver your message with a relatively short runtime. Since the video timing is 15-30 seconds, it is perfect for sharing on Facebook and Instagram.

Education Videos

Educational videos aim to deliver brand-new knowledge to your target audience. Let scroll through different types of educational videos that you can use as a strategy for video marketing for your business:

1. Explainer Videos

Explainer videos assist your brands to simplify the explanation of a product, process, or service, or any other complicated topic. It helps your audience to get a wholesome idea about the respective concept. You can implement animation & illustration with a voiceover explaining the content to your audience. To make the video more enticing & engaging, use time lapses or illustrations, a live-action recording, or any other visual asset to diffuse your story in a more compelling way. Usually, explainer videos do not run more than 60 seconds.

2. Tutorial Videos

Tutorial videos are beneficial to teach your audience to how to use products. When you launch a new product or service, you can prepare a tutorial video to help your prospects easily understand the product's features, including what solution the product offers & how it can be beneficial for them. Tutorial videos demonstrate a process, transfer knowledge, explain a concept, or show someone how to do something.

3. Industry Update Videos

Industry update video marketing for business makes your organization credible & also enriches an extra layer of trust between you and your customers. Use industry update video to keep your prospects informed about any new technological advancement, ongoing trend in the industry, or any industry development that impacts your niche industry.

Company Culture Videos

Company culture videos display your company’s personality & work culture & while shooting these videos enures to keep your organization’s values & mission in mind. Company culture videos are particularly beneficial for new talent acquisition. Let’s dive into different types of company culture videos:

1. Brand Videos

Brand video content marketing explains your brand history, your brand’s USP, work culture, highlights your brand ethos. The aim of brand videos is to display your brand as a whole in the market. To prepare brand videos, you can capture one of your passionate employees as your talent.

2. Behind-The-Scene Videos

Behind-the-scene video helps your audience to get a sneak peek at your brand culture. You can share event videos or can capture how happy your employees are at your business, process of manufacturing or distribution, or if you are organizing an event, show what’s going on behind the curtain, etc. You can post behind-the-scene videos on Facebook or Instagram story to boost engagement.

Employee Portrait Videos

Create short videos portraying the narratives of your workforce, like why they have joined your organization, how they are doing, what their specialization is, etc. Employees’ portrait videos humanize your brand & your audience engages with your business on the most humane level.

These types of videos show your company keeps ‘ people on top’ rather than just generating sales. Particularly SMBs can get benefited from employee portrait videos as diverse social media communities can easily connect with you ensuring your business exposure.

Product Videos

The purpose of a product video is to flaunt your new product or service or to demonstrate your product to your audience. Product videos help you to show off its features, perks, and benefits. These videos usually have the host explaining in detail about the products & you can be creative with product videos according to your brand values.

Customer Testimonial Vidoes

Customer testimonial video marketing for businesses is a significant way to attract new customers. When a customer shares a positive video testimonial, it inspires other customers to opt for your product, imagining they’ll have the same experience.

Make your best customer your video talent & request the person to share his story in the form of storytelling. Also, this is an excellent way to respect your customers & show them that you value their opinion.

Basic Steps To Create Video Marketing For Business

1. Analyze & Understand Your Audience

The initial step of creating successful video marketing is to envision & analyze your audience. Based on your analysis, create your buyer persona. Creating a buyer persona is a vital step to create the right video content & to share it on the right social media channel to boost reach & engagement.

Think about what your audience would like to learn or hear from your brand. Everything should be induced in your buyer persona from the brand tone to the script & film. It helps your video content to resolve the pain points of your audience & to determine target CTA relating to their needs.

2. Outline Your Content Plan

Decide how much time you or your team can provide in the video content. Check out the calendar, discuss it with your team. The primary aim of outlining a content plan is to determine a video content schedule. Decide the frequency of posting content, ensure to discuss openly with your team because to create impactful video marketing, consistency in posting is a vital parameter.

3. Delegate Task For Video Recording

Analyze your buyer persona & finalize your content strategy, & delegate tasks to get the videos recorded. Assign the task to your team members; tasks include: outlining scripts, preparing the talent, choosing your background or preparing the background, light & sound testing, preparing the teleprompter, etc.

Tip: While preparing talent for your video, ask the respective person to consume video content from different platforms & to block time minimum for two hours. Train your talent to talk slowly & clearly & ensure that your script is delivering value as the end goal lays in the brand growth. Most importantly, have patience!!

4. Editing Videos

Import your files to your desktop or device you are using. Choose your video editing tool. Carefully go through the clips once to ensure that all clips hold quality visuals & audio. Place the clips on your editing timeline & start editing. Add caption, subtitle where required.

5. Upload & Disseminate

Once editing is done, review the video, cross-check if there are any spelling errors in the captions or subtitles. Check out your content schedule again to align your videos with your publishing calendar. Set a time when your audience is most active on the respective social channels & publish it. Enure to monitor ad metrics to understand how your video is performing.

Note: If you are filming a live stream, editing is not required.

Scale Video Marketing Campaign Across Social With Statusbrew

Unify your social media presence with Statusbrew, bring your team together, and create automated workflows & build a plausible video marketing strategy.

Establish real connections with your prospects & respond to each query faster. Schedule & streamline social media video publishing more quickly across all social networks with Statusbrew Publish.

Use Statusbrew’s Planner to visualize a complete timeline of all your scheduled or published posts & manage campaigns collaboratively. Save your content with Asset Manager & publish it with just the click of a button. Track metrics for your video campaign & get all reports exported!

Want to explore Statusbrew? Book your demo today!!

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Rajashree Goswami

Rajashree is a content creator & researcher at Statusbrew. She loves to create content that is expressive & communicative.

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