Video Marketing: Creating a Winning Strategy

22 October 2021

Producing engaging and captivating content can be a key driver of success for any brand. Because of this, keeping up with current trends and conversation-driving marketing assets is fast becoming a priority for many businesses. The current teacher's pet? Video Marketing.


Producing engaging and captivating content can be a key driver of success for any brand. Because of this, keeping up with current trends and conversation-driving marketing assets is fast becoming a priority for many businesses. One of the most effective ways achieving this is through the use of video. The digital audiences of 2022 will be expecting a more appealing and vibrant online presence from brands, and with competition being so fierce, brands who fail to do so may get left behind.

Video content offers a more authentic experience, and provides consumers with a wider understanding of the products and services a brand may offer. With the ability to help speed up purchasing decisions, videos are not just the ‘right now’ of content marketing, they are the ‘here to stay’ – which is something that has been made very clear in the last 18 months.

While the subject of your videos is up to you, creating a winning formula will ensure the right people watch them, and that they’re utilised as a valuable business asset. With 87% of businesses now using video as a marketing tool, here are five actionable tips to get more eyes on your content.

Make SEO strategies for video simple

With YouTube being the world’s second largest search engine, SEO is no longer just about blog posts and website content. Users are now turning to YouTube for more than just videos and are using it to search for information just like they would on Google.

To ensure your videos are easier to find, there are some practical steps to be taken, including having short and catchy titles and descriptions that incorporate keywords, using tags correctly, utilising link-building, and creating engaging, high-quality, branded thumbnails. Optimising videos for mobile devices and adding a video sitemap is also crucial for total optimisation.

Make sure videos are present on social media

Social proof is a good way to increase conversions, to build trust and build authenticity amongst your audience. An active online presence is hugely important for brands, with research revealing that 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Another top tip - showcasing likes, votes, views, and comments is hugely beneficial because they display how other people found your video informative and valuable.

Optimise and analyse

Once people are watching your videos, it’s time to focus on conversions. To convert their target audience, brands need to include a clear call to action (CTA), analyse how to publish the videos at prime time, offer incentives, and be as creative as possible in simple, concise videos.

No online marketing campaign is successful without analytics. YouTube Analytics and Google Analytics track your videos’ performance, providing insights on views, traffic sources, watch time and which videos are the most popular. The best way to build a successful strategy is to have clear methods of measurement to keep track of brand awareness, the total number of video views, average watch times, shares and mentions.

Return on Investment

Achieving a valuable return on investment through video can depend on several factors. When asked in a recent survey, 87% of respondents stated that video gives them a good return on investment (up from 33% in 2015). However, having an organised content strategy in place as a foundation is a must.

Some brands believe that video production is an expensive and time-consuming process, but with the rapid acceleration in digital technology, it is possible to create quality videos quickly without the need for a large budget. For example, most of us already have high-quality video recording capabilities in our smartphones – but endless free software solutions are also available to make creating engaging videos at a low cost so simple. This leads to brands spending less when producing videos, resulting in a positive ROI being easier to achieve.

People Love Video

In 2020, we saw many advancements in technology coming to light that made it easier for brands to not only communicate with their customers but also hit their business and marketing goals – even amid global lockdowns. This transition has also made it easier for businesses to create video assets conveniently to better attract customers.

Video is and continues to be a great way for marketers to reach people. If you don’t already have video as part of your content strategy, it’s time to consider implementing it. Organisation, planning and effort is essential for creating high-performing videos, but with the right video content plan in place and plenty of creativity, brands can capitalise on this potential and produce inspirational videos that encourage people to watch, enjoy and take action.