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17 Expert Video Marketing Tips to Grow Your Brand in 2022

Author
Komal from InVideo Clock IconLast Updated on: June 20, 2022

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All the hype around TikTok and Reels, the popularity of platforms like Netflix and Amazon Prime, and YouTube’s consistent growth give away one thing: video is one of the top ways people consume content today.

For businesses, this makes videos an integral medium through which they can educate their audience, promote their product or service, and help their bottom line. 80% of video marketers say video has helped them increase direct sales.

Whether you’re looking to scale your video marketing efforts or are yet to get your feet wet, this article will take you through some of the best video marketing tips to help you plan and improve your strategy and maximize returns.

Stick with us till the end, and we’ll also give you examples of videos you can create along with examples of brands doing this right. And with an easy-to-use tool like InVideo under your belt, you’ll be able to implement all the tips and tricks we discuss and bring different marketing videos to life without any hassle. 

Here’s what we’ll cover in the article:

A. What is video marketing?
B. 17 expert video marketing tips 
C. 9 stellar video marketing examples from brands 

Let’s dive in!

A. What is video marketing?

Simply put, video marketing is using the medium of video to promote your brand, product, or service. The goal is to reach, attract, and educate your target audience to nurture and ultimately convert them into customers.

But what’s the hype around video marketing? Consider these statistics from a recent Wyzowl survey:

- The amount of online video content people watch today has almost doubled since 2018.
- 87% of marketers say video gives them a positive return on investment (ROI) and helps increase traffic.
- 94% of marketers believe videos help increase users' understanding of products or services. 
- Meanwhile, 86% say video has helped them generate leads.

Those are all massive numbers and make a strong case for why you should use videos to market your business. Even customers prefer learning about businesses through videos. A whopping 73% of those surveyed said they prefer watching a video to learn about a product or service instead of reading a post, eBook, or manual.

Bottom line: Videos can help you reach, educate, and delight your customers, which can significantly help in building a credible brand reputation and enhance brand growth.

B. 17 expert video marketing tips

The same report also revealed that out of the marketers who don’t use video, 16% of them say it’s because they don’t know where to start. To ensure you don’t fall in that group, here are some top video marketing tips you can use to get started:

1. Define your goals for a video

Before creating any video, think about its purpose. What’s your goal with the video? And what will success look like for you?

Your goal will determine the kind of video you create, its content, who it’s targeting, and where you post it—so defining it is a necessary first step. 

A great way to define your video’s goal is to understand where it fits in the marketing funnel:

- Awareness stage: Do you want to create a video to bring your brand, service, or products in front of a larger audience, spark people’s interest, and boost brand awareness? If yes, snackable social videos, brand or company culture videos, and explainer videos could be your answer. 

- Consideration stage: Is your goal to tell prospective customers about your product or service’s various features and benefits and nudge them towards a sale, or to establish yourself as an expert? Then consider creating product demos, in-depth explainers, and how-to videos

- Decision stage: Or is your goal with a video to convince people on the fence and drive them to purchase? In that case, case studies, social proof, testimonial videos, or even personalized videos can be a good bet. 

Here’s a video you can watch to understand how to use video for different stages of the funnel better:

2. Be crystal clear on who your target audience is

Once you’ve defined the why behind your video marketing campaign, the next important factor is understanding who it’s aimed at. Remember, who you’re speaking to is as important as what you’re saying. 

Here, you should define your video’s intended audience based on gender, age, profession, interests, etc. But also, understand what kind of problems they face and seek solutions to and how your product/service can step in to solve their problem. 

You can also create a persona for your video—a semi-fictional representation of your ideal viewer/buyer to ensure each video is tailored for them to generate results. Take a look at the graphic below to get a better understanding of how this can be done: 

Example of creating persona for a video

Source

Understanding your audience’s pain points and what they look for in a product and basing your video around that will help increase its chances of engaging and converting them. 

Red Gregory only creates Notion-related content on YouTube, catering to a very specific audience—people who use/want to use Notion to organize their personal and professional lives.

Red Gregory creating Notion-related content on YouTube

Pro tip: You can create similar videos for your YouTube channel using InVideo’s video maker, and become the go-to source of information for your target audience.

3. Choose your marketing channel wisely

To optimize your videos for success, think about the channel where you want to post them before you start creating content, and move forward keeping that in mind. 

For example, you might be creating a testimonial video specifically for your landing or homepage. In that case, you’d want to keep it short—ideally, less than 2 minutes—to convey important details while still retaining your audience’s attention and ensuring they don’t bounce off.

The channels you choose will largely depend on your target audience and where they hang out. For instance, if your target audience is more active on Facebook than on TikTok, you would want to create video content and run video ads on the former to get a bang for your buck.

Your channel will also depend on the type of video you’re creating. For example, YouTube is a great place for detailed tutorials and explainer videos. Meanwhile, short and snackable listicle videos may work better on Instagram and Facebook than on YouTube.

To be sure, repurposing your videos for other channels is an excellent idea (tip #17)—but you should create your video with one channel in mind, so you can plan its content accordingly.

Alex Cattoni frequently creates YouTube content and has garnered over 180,000 subscribers on the channel. She also has over 61,000 followers on Instagram where she mostly repurposes her YouTube content to amplify the reach and reach new audiences on different platforms.

For instance, she repurposed this video on marketing funnels into an Instagram post with an engaging visual and comprehensive caption

Alex Cattoni YouTube channel

Alex Cattoni Instagram Page

Before you dive into creating videos, it’s essential to understand the why, who, where, and what of your campaign. We’ve discussed the first three, and we’ll get to the “what” in tip #6. 

Pro tip: You can easily repurpose your YouTube videos into Instagram feed videos, reels, or ad videos through InVideo’s pre-made templates and get the most out of each piece of content you create.

4. Fix a budget from the get-go

Next up, we recommend setting a video marketing budget towards the beginning so you don’t overspend on video production and can measure their long-term ROI better. 

However, remember that shelling out a lot of money on videos doesn’t guarantee success. At the same time, you want to create videos that hold your audience’s attention and feature quality visuals and audio, so investing in talent and some basic equipment can be worth it.

When deciding your budget, think about questions like:

- Will you post your video on organic channels or run it as an ad?
- What type of video do you want to create? For instance, a talking-head video can be cheaper to create and edit than an animated one.
- Do you want to work with an influencer for the video?
- Will you produce the video internally or hire a production company?
- Will your in-house team come in front of the camera, or will you have to work with creators or actors?
- Where will you shoot—in the office, at home, or in a studio? 

This will give you a good starting point to understand what requirements you can meet yourself and what you’ll have to outsource to create a budget properly. 

5. Don’t dwell on the equipment

Many businesses hold themselves back from creating and leveraging videos thinking they need high-end equipment. While you’d want to put out high-quality videos that reflect your brand in the best vein, equipment shouldn’t be a barrier. 

Jonah, ex-sales manager of Wistia, says it best: 

If you have a smartphone, you have the equipment it takes to record quality footage. All you’ll have to do is ensure you shoot against a suitable background, with proper lighting and no disturbance. 

That said, you can invest in basic, budget-friendly equipment in the long term to push your videos’ quality up a notch. These can include:

- A DSLR camera
- A tripod to ensure your video is stable throughout.
- A microphone—to enhance your voice’s clarity and make your video more engaging. 
- A ring light to ensure your video is well-lit and the lighting is consistent throughout.
- A teleprompter—shows scrolling text so the speaker can read while recording.

Editing is also a critical aspect of creating crisp and engaging videos—and since we’re talking about equipment, you’d also want to invest in video-editing software. InVideo is an intuitive and easy-to-use video-editing tool that offers features like music, text, animation, voiceovers, and overlays to help enhance your video’s overall look and feel. 

Besides letting you create videos for various platforms—from YouTube to Instagram Stories—it also comes with pre-made templates where you can simply replace your footage and create professional-looking videos in minutes. 

Here’s a video you can watch to understand exactly how you can edit professional-looking videos in minutes, even if you’ve never edited one before.

6. Create videos around your audience’s pain points

The above points were largely about your video marketing strategy, helping you decide who you want to target and your purpose behind videos. 

But this tip is how you should create videos—specifically, how to choose topics for your videos.

The key to effective video marketing is creating videos on topics that are relevant to and interesting for your audience—or else, it’ll be like throwing spaghetti on the wall, hoping it sticks.

A great way to understand this is to do keyword research. Use tools like Ubersuggest or Ahrefs to see what topics or questions are the most popular and searched in your industry. On Ahrefs, for instance, you can find what topics or keywords people search for on YouTube as well as Google search queries that have a “video intent.” The latter are topics people search for on Google and would prefer watching a video on than reading about them. 

Example of organic keywords for recipe

A tool like Morning Fame is also great for ideating YouTube video topics. It can help you understand what subjects to choose, their ranking opportunity, monthly views, relevance to your channel, and a list of currently ranking videos so you can see what works and what more to provide to your viewers. 

Another excellent idea is to survey your current customers—ask them what challenges they were facing and what led them to you to identify topics to create videos around. 

Or, if you have a blog, you can also look at topics or pieces that get you the most traffic—these could be the kind of topics your audience is interested in knowing more about. You can even look at what your competitors are doing—browse their websites and social channels to see what they use videos for. This will give you a good sense of what type of videos to create and how to incorporate your product/service into them. 

For instance, ranking well on the search engine and driving organic traffic to your website isn’t an easy feat. If you’re good at SEO and want to create videos around it, you can look at Ahrefs’ YT channel, which features a video on possibly every SEO concern a business might have around ranking and optimization.

 Ahrefs’ YT channel

Once you have a clear idea about the kind of topics you want to create videos on, you can easily bring them to life using InVideo’s easy-to-use video maker.

7. Leverage storytelling

Videos that outrightly promote your brand, product, or service will likely put viewers off and not achieve the intended goal. On the other hand, conveying a story around your offering is a great way to engage viewers and grip them to your video.

The idea behind storytelling in marketing videos is to show how your product or service fits into a customer’s daily life. It’s to make the viewers visualize what it’s like using your product/service and how it can take them from point A to point B. 

With educational videos like how-tos, there’s not much scope for storytelling as it’s best to keep them direct. But you can make your brand videos or ads more effective by creating a story around your offering—to help put your video’s message across without it looking too salesy.

Canadian Tire did an excellent job at this back in 2016 with their ad “Wheels.” They didn’t explicitly promote their product but built a touching narrative that made the ad and their brand memorable, ultimately helping their bottom line. 

Meanwhile, Purina created a whole story around a man adopting a dog, subtly plugging in their product within the commercial in this video. 

This video from Grammarly is another excellent example of storytelling. Instead of just listing their product’s features and benefits, it shows the viewer different scenarios where their tool can help them. This helps a common man understand what their tool does and offers better, which can lead to more conversions. 

8. Follow the “problem, teaser, solution” format

Another format you can use for your video ads—and one that works exceptionally well for educational videos—is the “problem, teaser, and solution” format. 

Start your video with a problem your target audience is facing to grab their attention and make them feel they’re at the right place. Then, tell them there’s a solution to the problem, and you can help them with it (the teaser). And finally, give them that solution. 

Check out this video from Learn with Shopify, for example. Michelle starts by addressing common challenges their audience faces—either having way too much inventory or falling short of items. She then teases a solution, telling viewers they need to improve inventory management, and that’s what the video is for. And then, she spends the bulk of the video discussing the solution.

While creating such a video, ensure you’re crystal clear on which problem you’re solving, and present the solution in an actionable way so the viewers can start implementing it right away. Use a combination of text, music, and interactive elements to make the video easier to understand, and follow. 

You can easily do this using InVideo’s pre-made templates by simply replacing your footage, and getting a professional-looking video ready in minutes.

9. Script your videos before shooting

Except for behind-the-scenes or testimonial videos, preparing a script in advance is the key to a smooth and efficient video-creation process. 

Having a script handy can prevent you from going off-tangent, elaborating more than needed on a point, or cutting short on another critical one—thus saving you from having to shoot multiple takes. And, it can save you time while editing because you’ll know precisely what part comes where thanks to the script. 

Now, preparing a word-for-word script isn’t necessary—the basic idea is to help you understand the flow of your video and stay on track. However, we recommend creating a detailed script, so your video turns out to be as crisp and to the point as possible.

Here are some tips to keep in mind while making your video’s script:

- Address your audience directly by using “you” so they feel the video is directed towards and meant just for them.
- Capture your audience’s attention within the first few seconds by addressing a problem they’re currently facing (as discussed in tip #8) or the purpose of the video. 
- Write like you talk, i.e., write your script so that it’s easy to speak out on screen. 
- Keep the language and tone conversational—don’t use jargon or complex words or sentence structures. 
- Keep it short and crisp—use simple language but put your message across in as few words as possible. 
- Most importantly, read your script aloud to smoothen out any blocks or disruptions in the flow. 

You can also add opportunities for B-roll, transitions, music, and sound effects while scripting, so you know what look and feel you’re going for in your video. 

Watch this video to learn how to write an engaging YT video script that hooks and retains viewers.

Once you’ve written the script, film and edit your video using InVideo’s video editor and enhance the overall look and feel of your video. 

10. Don’t hold back from using humor

Using humor can be tricky because you don’t know for sure if your audience will understand it or if it’ll appeal to them. 

But if you strategize it well, some subtle humor within your video can help lighten the mood, revive people’s interest (if it wavered) in the video, and make them develop a liking for your brand. 

The whole idea is to let your brand personality and voice reflect in the videos you create. Take this video from Dollar Shave Club, for example. It’s nearly a decade old, but it aged well, makes viewers chuckle, and reflects the kind of brand they are. 

You can also create meme videos to add a tinge of humor to your educational posts and make them entertaining for your audience while staying relevant to your topic and adding value. Here’s a template you can use to create meme videos:

Use this template

11. Make sure your videos are on-brand

If one of your goals with video marketing is brand awareness, you’d want to make sure all your videos have a consistent look and feel—so people can instantly recognize they’re coming from you. 

While shooting all your videos at the same place or against the same backdrop can help, what’s more important is to use your branding elements consistently in all your videos. This includes:

- Add your logo to your video to familiarize the audience with it and build recognition. 
- Add the same separator (like a logo reveal) between your introduction and the main part of the video. 
- Incorporating your brand colors into your video—like in the on-screen text.
- Keep your thumbnails consistent in terms of the colors, text font, size, and the images you use. 
- Ensuring all your videos reflect your brand tone and voice. 

Ahrefs is an excellent example of all the above points. Most of their YouTube videos feature Sam Oh—so when viewers see him on-screen, they immediately know it’s a video from them. Watch a couple of their videos, and you’ll also see that while they have a conversational tone, their language and style are simple, to-the-point, and direct. 

Moreover, they use the same logo reveal, place their logo at the same spot, and use their brand colors for text in every video. Now that’s a great way to bring consistency, build recognition, and simplify editing—because you’ll be following a standardized process for every video.

Ahref YouTube Video

Source

A tool like InVideo can help ensure all your videos are on-brand. Besides using one of InVideo’s pre-made templates to create all your videos and give them a consistent look and feel, you can also add your logo and on-screen text using your brand colors to your videos. 

You can even customize a logo reveal template like this, save it, and add it to all your videos. 

Use this template

Or, pick and customize any one of InVideo’s outro templates and use them across all your videos, and viewers will come to identify it with your brand. 

Use this template

12. Use music to make it engaging 

Whether it’s a tutorial or a video ad, any type of video can be made more engaging using music. 

So, as you sit down to edit your video, see if you can add some sweet tunes to it. If it’s a talking video, you can turn the music down and add it as an ambiance in your video so your audio is clear.

If it’s a short and quick ad without voiceover, you can turn to an upbeat track to hook and excite viewers.

The good news? InVideo makes it super easy to add music to your video. Not only are the soundtracks on the platform copyright-free and safe to use, but you can also sort them by genre, mood, or SFX and easily find a track best suited for your video. 

InVideo Music Library

13. Include a clear call to action (CTA)

No matter what type of video you create, include a CTA to direct engaged viewers to the action you want them to take next.

Your CTA can be anything—asking viewers to follow you or subscribe to your channel, like your video or comment on it, visit your website, sign up for an event, or purchase a product/service. 

Note: The end of your video isn’t the only place you can add your CTA. Here are three crucial positions you can do so:

- Pre-roll: You can say out your CTA right at the beginning of your video before the main content starts, much like Modern Millie does at 0:38 of this video:

- Mid-roll: You can add a CTA between your videos to target viewers when they’re the most engaged. 

Notice how Theresa jumps in at the 2:20 mark in this video to quickly ask viewers to subscribe to our channel and hit like:

You can even pick a “Like” or “Subscribe” sticker from InVideo’s library and add it where you speak out your CTA. This will make your video visually exciting and gently remind the viewer to take action. 

 InVideo’s library

- Post-roll: The most common placement—you can end your video with a CTA to ensure you capitalize on the interest of all those who stick till the end. 

For post-roll CTA, you can even customize and add an outro template like this to your video to impress viewers and hook them till the end. 

Use this template

14. Optimize your videos for search

You’ve created a fantastic video with an engaging storyline and quality visuals and music, but if your audience can’t discover it—all your efforts will go in vain. To ensure your video gets more views and serves the purpose you created it for, you need to optimize it for search.

If you’re posting your video on YouTube, make sure to add relevant keywords and hashtags in the title, description, and tags. Similarly, sprinkling keywords in your Instagram caption and using relevant hashtags can help your target audience on Instagram find your video if they run a related search. 

Although Facebook search is based on factors like pages you follow or posts you’ve interacted with in the past, adding important keywords to your description can still help boost discoverability. 

Whichever platform you’re posting on, write a description that accurately sums up your video so it compels the user to watch instead of just stuffing it with keywords. 

Watch this video to learn more about ranking your videos on search, and driving traffic and viewers through it.

15. Distribute and promote your videos

Even though optimizing your video for search is integral, it’s still not enough—you should also actively distribute and promote your video to bring it in front of your audience and entice them to check it out.

For this, you can embed YouTube videos on relevant blog posts, landing pages, or even your homepage, as we’ve done in this article. 

This is a great way to enhance the video’s performance and increase a visitor’s dwell time on your website page, which can ultimately help boost your website’s search engine optimization. So, this can be a win-win for both your video and website. 

You can also post teasers of your video on other social media platforms to promote it. For example, we posted a bite-sized video on Instagram to give people a peek at our live with Kim Garst and compel them to check out the whole video. 

Adding videos to your email newsletters is also an excellent way to bring more views to them. Emails with videos have a 16% higher open rate and can improve click-through rate by 300%—so, if you’re creating videos, using them in your emails can be a gamechanger for your email marketing efforts. You can create these videos easily and quickly using InVideo

16. Track the right metrics 

The first thing that’ll come to your mind when it comes to metrics is view count. While views are good, they mean little unless they’re corresponded by actions that benefit your brand—like website visits, social shares, sign-ups, sales, etc.

That’s not to say you shouldn’t track views, just that it shouldn’t be the only metric that matters when measuring ROI

The metrics you should track essentially depend on the goals of your video campaign:

- Suppose your goal with a video is to raise brand awareness. In that case, metrics like view count, social shares, increase in follower or subscriber count, and website visits can help you understand if you could reach a large and relevant audience and if your video appealed to them.

- For videos falling in the consideration stage, i.e., meant for people in the middle of the funnel, you can track metrics like view duration to see how engaged people were in your video.

But some other critical metrics that can tell you if your video served its purpose are click-through rates, sign-ups, calls, and sales conversions. They’ll show you how interested people were in your offering and how many of them made the jump from your video to your other content or product/service pages.

- For bottom-of-the-funnel videos like sales and discounts ads, the primary metric you need to track is conversions. 

Tracking proper metrics based on your goal can help you assess the success of your video campaign and plan your future videos better. 

17. Repurpose your videos! 

A video isn’t just one piece of content that you create, publish, and then abandon. There are several ways you can repurpose your videos, squeeze maximum value out of them, and engage audiences across platforms. 

For one, you can convert a video (or its script) into a full-fledged blog post, so even your readers can benefit from the value provided. For example, we repurposed this video from our YouTube channel into an insightful blog for our website:

Or, if you’ve created a YouTube or an Instagram video, you can turn them into YouTube Shorts or Reels, respectively, to maximize their reach. You can even post these bite-sized videos on TikTok or Twitter to engage your followers there or drive them back to your entire video or website. 

You can even save and repurpose your live streams—post them on your feed as it is or break them down into smaller, snackable videos to create multiple social media posts from a single video. 

For example, here’s how we repurposed our Facebook Live with Nick Nimmin into an Instagram post:

Another great option is to extract your video’s audio and create a podcast out of it, so you can tap into and grow in the audio vertical too. 

But remember, when it comes to repurposing videos, you need to keep the post dimensions of every social media platform in mind. This is where a tool like InVideo can help—just choose a size (wide, square, or long) based on where you want to post your video, upload your footage, and you’ll be good to go. 

Now that you have some best practices to create stunning videos that get more eyes to your brands, products and services, let’s look at ten brands who are doing video marketing the right way and what you can learn from them to replicate their success.

C. 9 stellar video marketing examples from brands

There’s no better way to understand how to go about video marketing than to see your favorite brands doing it in action. 

So, here are 9 ideas of how businesses are using marketing videos to promote their brand, product, or service that you can take inspiration from:

1. Product demos: Airtable & Sticker Mule 

Given that 73% of customers prefer learning about a product through a video, demo videos are an excellent way to show how your product works and how it can simplify customers’ lives.

That’s not it—seeing your product in action can also help ease any concerns customers may have and make them confident about purchasing it.

Now, there are different ways you can create your product demo video. If you’re a SaaS company like Airtable here, your demo can be a video taking viewers through your software, its features, and how they can use it. 

On the other hand, if you sell a physical product, you can create an unboxing video or a video explaining your product’s features, how to use it (like Sticker Mule), or what it looks like in use. 

Pro tip: Shoot a product-demo video, compile all the footage and make it more interactive and compelling using InVideo’s video editor to add text, overlay elements, music, voiceover, and filters. 

2. How-to videos: Shopify

How-to videos teach your audience how to do something—like doing a specific makeup technique, baking a cake, or creating Reels. 

Such videos aim at educating your audience and helping them solve a problem they’re facing, preferably one your product can help them with. You can subtly plug in your product while giving out the tips or teaching them the steps and nudge the viewer towards checking it out. 

The Learn with Shopify YouTube channel is a great example of seeing success with how-to videos. They’ve created many videos like the one below to teach their audience the tips and tricks of running a business. 

These videos help establish their expertise, and they also tie in their eCommerce platform (Shopify) wherever suitable to build awareness about it. 

If you want to create similar how-to videos without worrying about compiling, enhancing, and editing your video to perfection, use InVideo’s how-to video templates like the one below to create such videos without any hassle. 

Use this template

3. Explainer videos: Moz

While you can create product explainer videos that take viewers through particular product features, creating videos explaining a concept or process related to your industry is also an excellent idea. 

These videos can help build brand awareness and people’s trust in your product or service because of your expertise. 

Moz’s Whiteboard Friday videos are a superb example of this. Rand Fishkin and his team have been posting a video explaining SEO-related concepts on a whiteboard every Friday for years. 

These videos have raked in millions of views, helped train several SEO professionals, and in the process, helped establish Moz as a thought leader in the industry. 

Instead of creating and editing such a video from scratch, just shoot your footage and use one of InVideo’s pre-made explainer video templates like the one below to make it highly engaging in minutes.

Use this template 

4. Product update videos: Facebook

Another type of video you can create to help and delight your existing customers and entice non-users are product update videos.

These videos help your existing customers stay updated with any changes or upgrades in your product, thus allowing them to use it better and fully to achieve their goals. 

Facebook is one of the best examples of this—they’ve made several short videos in the past to highlight product features and announcements and increase product adoption. 

5. Customer testimonials: Hubspot

Video testimonials are a must in your marketing strategy, especially if you consider statistics like:

- 2 out of 3 people say testimonial videos drive them toward a purchase.
- 47% say they help them visualize how a product or service works.
- 39% say they help illustrate the impact the product/service can have on their life.

Bottom line: Video testimonials help the viewer put themselves in your customer’s place, understand the challenges they were facing (similar to their own), and how your product/service can solve their problems. 

So, get your satisfied or most loyal customers in front of the camera and make them share their experience with your product or using your service. 

You can ask your customers some questions or give them a few pointers so they can prepare what they’ll say beforehand. But other than that, it’s best to keep these videos raw so they look believable and relatable. 

Here’s a great example of a testimonial video from Hubspot—their customer explained who they were, what they do, the problems they were facing, and how Hubspot CRM came to their rescue.

Once you have a testimonial video ready, the world is your stage. You can add it to your homepage, a particular product/service page, a landing page, or post it on YouTube or any of your socials to build your presence and credibility.

Here’s a template you can use for this:

Use this template

If it’s not possible to feature your clients on camera, you can even turn their written testimonials into an engaging video using this template:

Use this template

6. Company culture videos: Netflix

Instead of directly spotlighting your product or service and nudging people towards a purchase, you can also use videos to give them a glimpse into your brand—who you are, your mission, values, and workplace culture.

These videos can help your audience relate to your brand, build the know, like, and trust factor, and strengthen relations with existing customers. All of which can ultimately help your bottom line. 

Netflix went above and beyond with its company culture videos, creating an entire YouTube series about it. It makes for an interesting watch and is a great way to build brand loyalty.

Even if not videos like these, you can share behind-the-scenes videos of your brand (like a bring your pet to work day video) to show what work is like at your company. 

Use this template

7. Live videos: InVideo

Live videos are an excellent way to connect with your audience in real-time and give them a unique behind-the-scenes look into your brand. 

You can even use live videos to invite industry experts and leaders and host chats with them. These can be a great value-add for your audience and help you build trust and authority with them. 

And the best part is, that you can repurpose one live chat into a variety of smaller pieces of content. You can post snippets or quotes from it on social media, post it on YouTube, or make a blog out of it—to name a few ideas. 

Our Facebook Live series “Just Between You and Me” is a good example of this. Throughout 13 episodes, we dove deep into various aspects of marketing—the videos have garnered thousands of views on Facebook alone, and we even repurposed them to create Instagram posts. 

8. Video ads: ClickUp

If you’re going the paid route, you can create video ads to convey a story around your product, engage people, and increase their chances of conversion or just remembering your brand. 

There are many ways you can go about video ads—you can use them to highlight your product or service’s best features or show viewers how it can simplify their lives, as ClickUp does amazingly well with this video:

How they evoke emotions through this ad is excellent—they show the feelings of frustration and overwhelm you feel when your work is all over the place and how ClickUp can solve your woes.

You can even announce sales and discounts on your products through video ads using a template like this:

Use this template

Another great idea is to incorporate social proof and testimonials into your ads—it can help create a compelling video that sparks interest in your brand. Again, ClickUp has done a great job with this testimonial ad:

While different platforms recommend different ad lengths, the key is to keep your video ad short and crisp—to get your message across and hold onto the audience’s attention throughout. 

9. Special mention: Personalized video messages

Besides these marketing videos, your sales and customer service teams can also use videos to connect with prospects and customers and create a memorable experience for them. 

Using a tool like Loom or Hubspot Video, your salespeople can send personalized messages to prospects (via email or text), recapping their call, giving them recommendations or reasons for working with you or using your product. 

Meanwhile, customer service reps can send personalized videos to resolve any questions or concerns customers may have. It’s a great way to delight customers and build loyalty! 

You don’t have to create personalized video messages from scratch. Simply choose from InVideo’s range of ready-made templates, replace the footage and text for personalization, and hit “send.”

Wrapping up

Videos are here to stay, and in the virtual world, they play an increasingly important role in building a relationship with your audience, enhancing trust, and growing your brand along the way.

To know more about how you can prepare a video marketing strategy for your brand, give this post a read. 

Whether you’re in the fashion, fitness, healthcare, real estate, or any other industry, our blog is filled with posts on how you can market and grow your business—so be sure to check it out. 

And if you’re a visual learner, we also have a YouTube channel where we talk about all things video and give you the latest video-editing tips and tricks. 

 

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

Create gold-standard videos in minutes with InVideo's online video editor. Join 7M+ users across 195 countries and create engaging videos on the go.

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