Try the video creation co-pilot
invideo logo
invideo Studioangle bottominvideo AIangle bottomHelpangle bottomCommunityPricing

11 Reasons Your Brand Can't Ignore Video Marketing in 2024

Komal from InVideo
Create videos in minutes
Share this article
15 min

You’re publishing quality content every week—on blogs, social media platforms, and email. But the traffic and audience engagement rate remains far below your expectations. What exactly is missing? The answer is simple — video. 

Videos can supercharge your marketing strategy and set you up for more success than any other content format. If you’re still weighing the pros and cons of producing videos for your brand marketing, this extensive guide will convince you to kick-start video marketing right away with benefits and pro tips. 

Here’s what we’ll cover:

A. 11 reasons to use video marketing for your business
B. 6 video marketing pro tips to help your business grow

Pro tip: If complexity and time are your core reasons for not starting video marketing, you can simplify your video production process with InVideo for business. Find thousands of video templates, premium stock assets, and on-demand video editing. Get a free demo here.

A. 11 reasons to use video marketing for your business

Video is a powerful means to grow your traffic significantly, positively influence your audience, and maximize sales. Let's look at the 11 most crucial benefits of video marketing for your business and how you can capitalize on video content to get these benefits. 

1. Boosts conversions to maximize revenue

Video content promises a huge boost in traffic and ROI—87% of marketers agree! This helps you essentially reach more people and make more sales, thereby increasing your revenue and profits.

Part of the reason why video helps boost ROI is the diverse formats in which it can be used —from Instagram reels and YouTube videos to webinars and ads. The best way to cash in on the benefits of video marketing is to produce videos for every stage of the buyer’s journey—from awareness to retention—to engage with your customers on a more personal level. 

Given that 48% of people consider video the most engaging mode of communication, you should push your prospects further down the sales funnel with videos at every stage, optimized for their pain points. You can even repurpose your blogs, podcasts, and user-generated content into videos.

How to use video marketing for conversions

Videos can give you a wider reach for the first stage of the sales funnel. From there, video content can help you convey more information, with each passing stage in a digestible format to nurture the prospects further. Here are a few ways in which you can use videos to drive conversion and increase your ROI:

#1 - Video ads

Video ads are perfect for building brand recognition and increasing the number of leads in the awareness stage. One of the key purposes of an ad is to help get more awareness for your brand by reaching a wider set of people. This ad from Cafe Appliance shows how it's done. This 15-second ad presents a unique and eye-catchy concept for the brand's offering—perfect for making people click.

You can create video ads like this one quickly and easily using InVideo’s video ad maker. 

#2 - Webinars

Most B2B businesses consider webinars a goldmine for lead generation. You can also use short snippets from webinars to share knowledge, educate your audience, and establish your brand as a thought leader—and thought leadership is a proven key to influencing buying behaviors.

Let’s look at Hotjar’s example of the Lightning Talks conference. The SaaS brand converted the conference into multiple 5-minute YT videos to share more consumable content from the webinar.

Ensure that you promote your webinar across all your social channels to spread the word and have higher attendance. You can create promos for your webinars using these awesome promo video templates on InVideo. 

#3 - Landing pages

A slick copy, interactive design, and an engaging video are the three ingredients that can make a landing page pop. Embedding a brand video as the page's centerpiece can skyrocket your conversions by 86%

Outbrain presents an excellent case in point. It uses a 55-second video in its hero shot to convey maximum information above the fold. 

The result: website visitors are engaged from their very first click and more inclined to buy.

Example of Outbrain using 55-second video in its hero shot

Consider signing up for a free account on InVideo to create cinematic landing page videos for your website in minutes. 

#4 - Product video

Product marketing videos are the final destination for interested prospects. A clear and catchy product video taps into the target buyer’s pain points, explain how your product can solve these challenges, and creates a sense of urgency to buy it. 

Here’s one by Dropbox that will help you see this in action. This 1.5-minute video perfectly sums up the user’s problems and lists down product benefits for each issue.

Here are a few product video templates that you can use to create your videos quickly and easily even if you’ve never edited one before. 

The bottom line

One of the biggest benefits of video marketing for businesses is the impact it delivers. Add a video to convince your prospects a little more at each funnel stage and boost your sales as a result. 

Pro tip: Making these videos doesn’t have to be a lot of work. With InVideo for business, you get video editing on-demand for all your heavy lifting. Get a free demo here

2. Influences buyer behavior and purchase decisions

Part of the reason video marketing can boost conversion rates is that it influences buying decisions. 55% of users rely on online videos to research their shopping needs and make a purchase. As we've seen already, Google prefers websites with videos over those without them. 

So, there's no doubt that video is a big part of the customer experience you deliver. It's available at almost every touchpoint—from social media to the website—to help your customers understand the brand better, weigh their options, and decide.

How to use videos for buyer behavior

For shoppers, video is a reliable resource for making a buying decision. It all boils down to how you can leverage video's influence in your marketing strategy. Here are a few best practices to consider:

#1 - Create a video for every stage of your sales funnel

You can’t influence buyers’ purchase decisions if you’re not optimizing your video content to raise their awareness level and nurture them throughout the sales funnel. So begin by sorting your content ideas and creating videos from the awareness to the retention stage with calculated product/service plugs at every stage.

#2 - Go mobile-first

Shoppers increasingly prefer browsing and researching on their phones before making a buying decision. So, create mobile-first videos instead of resizing them for mobile devices. Work with formats like vertical video ads and social media content for mobile-savvy buyers. 

#3 - Embed a video everywhere

Videos influence buyer behavior both online and offline. Use this to your advantage by embedding brand videos on QR codes throughout the store. So, shoppers can curiously scan the QR code and watch your video to take action. 

L'Oréal Paris is a case in point. The beauty brand put QRs in several taxis across New York to showcase its products to busy shoppers. Users could simply scan the code and watch product videos when stuck in traffic, ultimately asking them to download the app. 

#4 - Put the best info first

A hook is the most crucial part of sales videos. The easiest way to hook your shoppers is by putting your best information—like a discount coupon or announcement—in the first few seconds. This reduces friction for the viewers to scroll till the end to find out the catch. 

The bottom line

Videos constantly push people to buy—whether through ads or social media stories and reels. With the right combination of videos for your marketing campaigns targeting the primary audience, you can see incredible results. And you can use templates on InVideo to create videos for every part of your buyer’s journey. 

3. Optimizes funnel to beef up sales and bottom line

Mapping videos to your typical buyer’s journey can replace the downsides of textual communication like email or blogs. Using video for the sales funnel allows you to:

- Reach unaware prospects
- Share more information about your offering
- Send a personalized pitch and take follow-ups
- Deliver a seamless client experience post-purchase 

With a 157% increase in the organic search traffic for a website, video is arguably your best resource to optimize the sales funnel. Let’s see how.

How to use videos for funnel optimization

Driving up the conversion rate from your website is no cakewalk. It’s a gradual process that needs significant time and effort. With these tips in mind, you can align the benefits of video marketing with your sales funnel effortlessly:

#1 - Top of the funnel (ToFu)

For the first stage, focus on building brand awareness through high-ranking video results and ads. Expand your reach by helping the audience with educational content. 

Video commercials like Starbucks' work well on all platforms. It's a lively video with quirky music and visuals to convey the brand's personality and capture viewers' attention.

#2 - Middle of the funnel (MoFu)

When your prospects move into the consideration stage of their journey, use videos to stress their pain points and offer viable solutions. This content is all about making your case a good product/service trusted by many others. So, create landing page videos, explainers, and webinars to help your audience. 

#3 - Bottom of the funnel (BoFu)

In the last stage of the buyer journey, shoppers want to find an answer to the simple question: how is your brand better? Produce videos comparing your brand to competitors and offer product walkthroughs to convey key selling points. 

Popeye's cheeky video against its competitor, Chick-fil-A, is a great showcase of BoFu video advertising. The 20-second video interestingly presents the brand's biggest differentiator: open on Sundays. It's catchy and short enough to deliver the message with a punch.

The bottom line

Video allows more people to find your brand. A solid video marketing strategy can convert many unaware prospects into paying customers through targeted and high-quality video content. To better understand how you can get leads through video marketing and optimize your content for different levels of the sales funnel, check out this video: 

4. Personalizes outreach and customer engagement

With it being one of the most interactive forms of content, it is no surprise that conversion rates from the video are at an all-time high of 12.7%. But so is the competition. This allows you to personalize your messaging for your audience to improve customer engagement. 

With videos, you have a huge scope to do this. A personalized video strategy speaks to only a specific set of people and engages with them deeply. This naturally translates to better click-through rates and conversions. Here are two popular personalized videos you can leverage: 

#1 - Onboarding videos

Getting off on the right foot with new customers sets the tone for your entire relationship. Impress first-time buyers with an enticing video and create a positive brand image from the get-go. 

Basecamp built an excellent interaction with its new users through this exciting yet straightforward onboarding video. This instructional content simplifies a new user's work to set up and start using the tool.

#2 - Use case videos

Demonstrate the best applications of your product/service in line with your customers’ challenges. First, classify your audience into different personas. Then use the show-don’t-tell technique to explain precisely how your offering is helpful for the audience. 

This is what Notion did to cater to its specific target audience: students. This 8-minute video is a primer on using the tool for streamlining school work and collaboration with other students. 

The bottom line

Shoppers are increasingly tilting towards brands creating personalized content. Personalized videos enable you to deliver laser-targeted content that works like a charm and maximizes viewer engagement. 

Pro tip: To personalize videos for your video marketing campaigns, look no further than InVideo for business, where you can get tailor-made templates and video editing services on demand. Get your free demo here

5. Builds trust to strengthen brand loyalty

Building customer loyalty is one of the biggest goals for all marketing strategies—whether you're a B2B or a B2C company, a startup, or an enterprise. It’s less expensive to retain old customers than to acquire new ones. 

But most marketing feels forced and distracting today. This is where video can come to your rescue and cut through all the mainstream marketing speak to convey your brand story. 52% of marketers consider video a powerful tool to build trust with the audience. Gaining this trust is the easiest way to create a worthy brand reputation and authentic storytelling through video helps build a stronger connection with your existing and potential customers alike. 

How to use videos to build brand affiliation

At its core, video marketing is all about establishing a solid connection between a brand and its audience. Once this connection is firmly secure, the sales will automatically follow. Let’s look at some proven ways to produce videos to win your audience’s trust:

#1 - Communicate your identity

Cornerstone videos convey your brand values, mission, and voice to establish a bond with your target buyers. Humanize your brand by telling them about your journey and the factors that drive you forward.

Tesla’s video marketing strategy follows this rule. The automotive brand creates gripping videos that narrate a relatable story to its viewers. This one— covering its renewable energy distribution in Alaska—is an amazing example. 

#2 - Build social proof

77% of people watch video testimonials before making purchase decisions. That figure shows the role of videos in building solid social proof that ultimately establishes trust in your brand. Create testimonial videos to show real-life use cases of the problems you can solve for your customers and how.

Slack's quirky testimonials narrate a story that most users have lived and struggled with. This is a great approach to sharing testimonials since it speaks a user's problems back to them and positions your offering as a game-changing solution. 

You can create testimonial videos for your brand by asking your customers to send in text or video reviews and then compile them together into a seamless video by using testimonial video templates on InVideo just like the one below: 

Use this template

#3 - Share BTS moments

Speak the customer’s language” is timeless advice in marketing. But what truly speaks to your customers is showing the face of your brand. Take them behind the scenes to share team stories and messages that make viewers connect with your brand and philosophy.

This candid video by Jack Dorsey is a spot-on example. The former Twitter CEO shares an insider’s view of the social media giant by answering audience questions—effortless and interesting.

To create your BTS video, you need to start by shooting behind-the-scenes footage. This could look like filming a day at the office or the process of development of a certain product. You can then bring that together using InVideo and get a compelling video in minutes. Here’s a template you can get started with.

The bottom line

Your marketing strategy is only as good as how customers perceive your brand. With a solid video content strategy to build brand affinity, you can tap into the advantages of video marketing to develop a positive brand image. 

6. Improves chances of ranking higher on search engines

SEO is one of the most critical links in your marketing chain. While marketers rely on written content to claim SEO success, videos can supercharge your strategy. One of the biggest reasons to include video in your SEO efforts is that Google prefers websites with videos. It’s no surprise that a website enjoys a 53x higher chance of ranking on Google’s first page if it contains a video. 

Plus, video content shows up as a rich snippet in search results. That means your video will likely enjoy a much higher click-through rate and views than the other results. 

Google Search results - video enhances knowledgesharing

How to use video for SEO

If you don't include video content in your SEO strategy, you're simply leaving money on the table. So, follow these best practices to produce a video for your SEO campaigns:

#1 - Meet the search intent

Like blogs and text posts, it's essential to tailor your videos to the search intent and deliver on users' expectations. Perform thorough topic research to understand other brands' approaches to the topic and draft your script accordingly. 

For example, Notion's video on building a go-to-market strategy covers the topic in-depth and describes the steps to build such a strategy. It's comprehensive and showcases a Notion template while answering the question.

#2 - Optimize your video

Wherever you publish the final video—YouTube, Vimeo, social media, or your website, optimize its title and description for the relevant keywords. Write a compelling title that includes your primary target keyword and pepper multiple related keywords in the description. 

This video by Slidebean, for instance, pops up as the first search result with a rich snippet because its title, description, and hashtags contain the primary keyword along with several semantically related keywords. 

Ex of video by Slidebean pops up as the first search result with a rich snippet

Ex of video by Slidebean pops up as the first search result with a rich snippet

#3 - Add transcripts

Video transcripts allow search engines to read your content since crawlers can't read videos. So, transcribing your videos can increase the chances of higher search rankings. If not the complete transcript, add a textual explanation to tell search engines what your video is about. 

The bottom line

Publishing more videos and adding more depth to textual content with video add-ons is a sure-shot way to boost SEO results for your brand. 

Pro Tip: You can start creating search-optimized videos for your website with InVideo for business, where you can get access to thousands of templates, premium stock assets, and on-demand video editing. Get a free demo here.

7. Expands reach to C-suite executives 

Video marketing can be a game-changer for B2B players in any industry. It’s a great tool to create a massive impact and reach the top-level decision-makers—given that 59% of senior executives prefer watching a video over reading text or speaking to a salesperson. 

It’s no mean feat to connect with corporate executives leading multi-million dollar companies. But video marketing is the right fit for this challenge. Personalized and engaging videos that speak the C-suite’s language can do the job for you. 

How to use videos to access the C-suite 

The C-level executive audience is starkly different from the standard customers you target. So, you have to rethink your video content strategy to influence these executives. Here’s how you can do that:

#1 - Produce authoritative content

People in the C-suite already know the nitty-gritty of the industry. They are more interested in original content that digs deeper into the domain to present a unique take. So, spend some extra effort on brainstorming the best ideas to make your videos more authoritative. 

#2 - Solve their challenges

Remember to speak their language when pitching to the C-suite. Pick up a few challenges that keep them up at night and deliver your message by addressing these issues. 

The editor-in-chief at Wired presents a great example. He created a no-frills video with a single camera to cover the most interesting things in tech. It’s refreshing and edgy—compelling viewers to learn more about Wired. 

#3 - Don’t beat around the bush

Remember that you’re creating content for probably the busiest audience—the shorter your video, the better. Get to the point as quickly as possible and aim to create maximum impact in your short video. 

Airtable's short video shows how it's done. The SaaS brand added more color and flair to its product demo by emphasizing all possible use cases paired with the correct audio. 

The bottom line

Video marketing can be your ticket to reaching and influencing the actual decision-makers. So, think of ideas that will strike a chord with the C-suite and create thought-provoking content in a digestible format. 

8. Builds authority by solving pain points

Whether someone is looking for ways to mow the lawn or hacks to use software, people naturally gravitate towards videos that can explain the solution well. As a brand, this means that providing quality videos to educate your audience goes a long way in helping you build authority as an expert. 

How to use videos for authority-building

Educational videos fit into virtually every stage of the marketing funnel. Plus, instead of just getting more eyes to your brand, educational content enhances your brand positioning as an expert.

Here are four ways to create videos for educational marketing:

#1 - How-to tutorials

How-to videos are the most popular category out of all categories on YouTube. A how-to tutorial can cover any kind of topic regardless of its complexity. It solves the viewer’s challenges and plugs your product/service as a potential solution. 

InVideo’s how-to video on product unboxing is the perfect example. The 12-minute video walks you through the steps of making an unboxing video with a quick product demo of InVideo’s editor at the end. It simplifies the process with a stepwise rundown. 

#2 - Product demo

Your video marketing efforts are incomplete without product demonstrations. Show your target audience how your product can eliminate all their worries with a snappy video about the features and functionalities.

Moodcaster's demo video is just the inspiration you need. This short video uses kinetic typography, product wireframe, and punchy music to convey all the tool's benefits. 

You can easily create a product video of your own using one of InVideo’s attention-grabbing product demo video templates like this one here.

Use this template

#3 - Explainers

Explainer videos break down complex information into a snackable format for ease of understanding. Create explainers to communicate how your product/service addresses buyer problems. 

Hubspot's short video on using Instagram stories for business shows this practice in action. The narrator delivers the information with the help of bold text animations and a tutorial. The quick video shows you some best practices for using IG for business accounts. 

You can also create a similar explainer video as Hubspot to simplify your offering and show customers exactly how you help them by using InVideo’s online video editor. 

#4 - Live streams

Social media is your secret weapon to building a community and driving conversions. With live streams, brands can directly answer followers' questions and share information that people want. This is also an excellent opportunity to collaborate with industry experts and build your reputation as a thought leader. 

Grazia UK’s Facebook Live debate puts this in perspective. The magazine live telecasted a debate on Brexit and generated significant buzz around it. The debate moderator also involved live viewers by including their questions for the panelists. 

The bottom line

Educational videos take you closer to your audience. By tackling questions and complex topics, brands can get multiple video marketing benefits for knowledge-sharing and building rapport. 

Pro tip: If you need help creating educational content for your brand, you can get customized templates and video editing services on-demand with InVideo for Business. Get your free demo here

9. Increases brand awareness 

Videos make up more than 80% of all content on the internet starting from 2022 and given that video content performs the best on all social algorithms, not using videos can cause a major dent in your brand awareness initiatives. Simply by posting videos on social media you can expand your reach exponentially. 

The reason for this is two-fold. First, video content is more engaging than written posts or static content. Secondly, most social media platforms including Instagram and TikTok are now pushing video content aggressively. This means that if you post on these websites, your brand has a chance of being organically discovered by people across the platform. 

Here’s how you can create videos for enhancing your reach

If you’re convinced about the power of videos for social media engagement, here are a few actionable tips you can try to maximize brand awareness:

#1 - Go where your audience is

Decide your video marketing platforms from the get-go. A good rule of thumb is to run a demographic analysis for each channel and see which ones match best with your target demo. Instagram and Facebook are two of the most preferred platforms that actively promote native video content. 

#2 - Use multiple formats

Instagram allows you to post videos on stories, feed posts, lives, IGTVs, and reels. Spice up your feed with videos in different formats to keep your audience engaged and churn out refreshing content. 

Take a page out of Zendesk’s book to use multifaceted video content for Instagram and other social channels.

Ex of Zendesk’s book to use multifaceted video content for Instagram and other social channels

#3 - Produce UGC

Creating user-generated content from loyal customers is an easy yet effective way to boost brand awareness. Give customers some space on your feed to create social proof and incentivize people to share their experiences with your product/service. 

This reel from Sephora shows what UGC video content looks like. Instead of an influencer, the brand reposted a customer’s video to add more authenticity to its feed.

reel from Sephora shows what UGC video content

The bottom line

Utilizing social media platforms for video marketing is a great way to organically improve brand awareness and reach. So, create a solid strategy and experiment with different formats to win more sales and strengthen brand recognition. And short-form videos are all the rage right now. So don’t forget to check out the social media templates on InVideo to create catchy videos for your Instagram, YouTube Shorts, Snapchat, and TikTok.

10. Boosts email marketing performance 

Email marketing is a timeless strategy to move the needle for any business. Combine it with video, and you can produce incredible results—like a 300% increase in click-through rates.

Your subscribers are more drawn to video than any other content format. It captures their attention and nudges them to click on the CTA. People also find brand videos more authentic and believable. More importantly, videos are a critical part of the experience you're delivering to your prospect's inbox. Give them something engaging and unforgettable that translates into loyalty over the long run. 

How to use videos for email marketing

Good emails are crisp and to the point. Embed a video to drive your point home in less time with less effort and more delight. Follow these tips to do this:

#1 - Pick different types of video

There are no rules to the kind of video you can and cannot use for email marketing. Choose a new type for each email or add multiple types in a single email—it’s all in your hands. 

Some types of video, marketers popularly use in email include:

- Company updates
- Explainers
- Sales and demos
- Testimonials

Patagonia uses videos in its emails to share a product-centric story. In this example, the clothing brand spotlights its hemp farm in Kentucky to showcase its hemp-based products. The email is minimal, with a CTA to watch the video and an embedded link—making it easy for the viewer to click on it. 

example, the clothing brand spotlights its hemp farm in Kentucky to showcase its hemp-based products

#2 - Add subtitles

Chances are, when people view your email, they’re not in the situation or mood to listen to it. Remove this point of friction by adding captions to your content. Subtitles simplify the reader’s work and sustain their attention till the end. 

#3 - Use A/B testing

Another must-follow practice when adding videos to email is testing every element—thumbnails, margins, formats, and page aspects. Maximize your watch and click-through rates with fully optimized videos placed in your emails. 

The bottom line

Chances are your audience is already inclined towards video content, given its popularity on social media platforms, so you can leverage it for your email marketing campaigns too and deliver an impactful message. 

Pro tip: You can simplify video email marketing for your brand with InVideo for business, where you can get customized templates and on-demand video editing services. Get your free demo here

11. Reaches a wider audience with content syndication

You’ve produced a decent collection of videos and published them across social media channels. What’s your next step to maximize the results from these videos? Simple—content syndication. 

Video content syndication is the technique of distributing your content on multiple platforms. Syndicating video content essentially means more people watch it beyond your usual target audience on social channels which translates into greater brand exposure and more backlinks, thus enhancing your SEO performance. 

How to use videos for content syndication

Syndicated videos reach diverse audiences and bring more quality traffic. It’s a proven media strategy to add more unaware (and aware) prospects to the funnel. Here’s how you can syndicate video content:

#1 - Paid networks

Put your videos on paid ad networks that charge a fee for publishing your content. It’s a form of video advertising where you can pay for a length of the video that viewers can’t skip.

#2 - Video-sharing platforms

While YouTube is on almost every marketer’s list, explore other free video-sharing apps to widen your reach. Vimeo and Dailymotion are two popular options to consider. 

#3 - Guest posts

Guest posting is primarily a blogging technique to build backlinks. However, you can also create a link-worthy video (like a tutorial video) and pitch it to industry-specific websites for a guest feature. 

The bottom line

Content syndication allows marketers to distribute a single piece of video content across multiple platforms. So, even if you produce a limited number of videos, you can still achieve your goals and get the benefits of video marketing with a well-designed syndication strategy.

Pro tip: If you want to make this video creation process even easier for your brand with customized brand templates, unlimited premium stock media, and video editing service on demand, consider checking out InVideo for business. You can get your free demo here

B. 6 video marketing pro tips to help your business grow

You're convinced about the impact video marketing can create for your business by now. So, now we’ve compiled these six pro tips to give you the right direction for starting and scaling your video marketing strategy:

Tip #1 - Follow the 80/20 rule

The most impactful videos narrate a gripping story to deliver the desired message. The 80/20 rule for video production combines storytelling with sales to maximize the ROI for each video. 

Put simply, the 80/20 rule suggests that 80% of your video should present a story that your audience can relate to, and the remaining 20% should promote your brand. 

So, if you're making a social media video about your product features, emphasize the problems that your product solves by covering a real-life scenario and then spotlight how each feature works. 

Like Homepod’s ad covers a protagonist’s life in 80% of the video before presenting the actual product in the last 20%. 

You can also create videos like this for your brand using InVideo’s feature-rich drag-and-drop video editor.

Tip #2 - Optimize your videos for retention

Fact: average viewer retention on a YouTube video is 50-60% in the entire duration. 

Brands are producing videos left, right, and center—giving little thought to audience retention. This is where you can set yourself apart by optimizing your content for maximum viewer retention. Here’s how:

- Create an irresistible hook that compels a viewer to watch what’s coming next
- Offer a very quick sneak peek of your video in the intro to maximize the impact of your hook
- Write and rewrite your script till you get the messaging right—you have to be on the same wavelength as your viewers
- Add pattern interrupts to break the video’s flow and surprise the viewers 
- Spice up your content with a pro editing tool to add on-screen graphics, text animations, and catchy music 

InVideo gives you all the resources you need to capture and retain your audience's attention till the end. Pick the best template for your theme, add and edit your video clips, including soundtracks and stock images, and you're ready to start hitting your marketing goals. 

If you want to learn more about retaining your audience’s attention so they stay hooked to your videos till the end, watch this video:

Tip #3 - Don’t create for just one format

You're likely creating multiple videos already, and still the results remain underwhelming. One of the biggest loopholes can be the lack of variety in your video strategy. Expand your video production roster to include different styles to match diverse audience expectations. Here are some unique styles to experiment with:

- Talking heads
- Vlogs 
- Interactive video
- Text overlays
- Live streams
- 360-degree videos

Analyze all platforms to see what type of content resonates best with your audience and reshape your strategy accordingly. Remember not to stretch yourself too thin while experimenting with different styles. Go for a gradual approach instead. 

Watch this video to learn how social media expert, Vanessa Lau, repurposes her videos to squeeze the most out of one piece of content and make it evergreen:

Pro tip: If you want help repurposing your content for multiple formats, check out InVideo for Business to get custom templates, and on-demand video editing to make your job easier. You can get your free demo here.

Tip #4 - Capitalize on short-form video content

Short-form video is overflowing across social media channels—from Instagram reels and YouTube shorts to Pinterest videos and Snapchat stories. That’s one of the reasons why 51% of marketers using short-form videos are planning to ramp up their investment in this format. 

A video of up to 2 minutes 30 seconds qualifies as a short video. Here are some short-form video ideas to add to your strategy:

- Product teasers
- User-generated content
- Influencer ads
- BTS content 
- Branded content 

Short-form video is trendy and has the potential to go viral. It's beneficial to engage viewers with continuously declining attention spans. 

InVideo has a diverse range of templates you can use to create short-form, snackable videos with text customizations, music and interactive elements that don’t just get the message across but also hook your viewers so they watch till the end. 

Tip #5 - Tap into audience emotions for storytelling

Emotions play a key role in how and why people buy. Sharing narratives about your brand story, values, and purpose is a proven tactic to tap into audience emotions and create a meaningful impact.

Instead of blatantly selling your product/service, tilt your focus to empathizing with your viewers with emotive stories. This can add more authenticity to your brand image and win the audience's trust. Here's how you can do it:

- Pick an impactful theme that resonates with your target audience
- Create a compelling plot following the best practices of storyboarding
- Pinpoint the emotions you want to convey through your videos and shape your narrative around these
- Leave viewers with a captivating message paired with a clear brand CTA

While brands like Nike and Patagonia are experts in video storytelling, you can deliver a convincing story and maximize viewer engagement following these tips. 

Tip #6 - Strategically place your CTAs 

The last piece in your video marketing puzzle is CTA placement. For a CTA to produce the desired results for a video, you have to strategize its copy, placement, and format. 

Use these tested tips to drive viewers to take action:

- Map your CTAs to your video’s theme and marketing goals; one CTA should cover only one goal
- Make a CTA as specific and clear as possible; don’t leave any scope for ambiguity 
- Decide CTA placement based on the video format; one CTA at the start is essential
- Add both verbal and written CTAs for all types of viewers

Your video’s success ultimately boils down to your CTAs. Put extra thought into finalizing your CTAs and run A/B tests to nudge viewers to act.

Wrapping up

Video is nothing new for marketers, but its use and impact in marketing are constantly changing. This guide is your one-stop solution to stay on top of your video marketing game and derive an incredible ROI.

If you need more resources to ramp up your video marketing efforts, InVideo for business has incredible features like custom and readymade templates, brand customization options, on-demand editing, and an easy drag-and-drop editor. Get a free demo to kick things off and scale your production process to the next level!


This post was written by Komal and edited by Adete from Team InVideo

Share this article:
Create videos in minutes
InVideo logo

Let’s createsuperb videos