In recent years, video content marketing has been a key strategy for most digital marketers. Using engaging, stimulating, and entertaining online video content has made it easy for marketers to catch people’s attention, pique their interest, and engage for longer periods.

Viewers have also shared their positive experiences with video content and marketing. According to recent reports, online videos had a whopping 91% reach to people worldwide. Certain types of video content, such as viral social videos, tutorial videos, live streaming videos, educational videos, and product demos, have consistently growing traction with audiences around the world. 

Despite this, a percentage of digital marketers still have yet to try running video marketing campaigns. Some mention that creating video content is time-consuming, too expensive, or too experimental to begin with. 

To give you a better idea of the wonders of video marketing, here is a brief overview and a guide on how to start and build a successful video marketing campaign. 


What Is Video Marketing?

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Video marketing is a popular digital marketing strategy. It uses video content to promote or advertise a brand, product, or service on digital channels and platforms online. It is an effective marketing tool digital marketers use to educate, entertain, engage, and interact with a targeted audience.

According to recent reports, roughly 86% of digital marketers use video content in their marketing strategies. Many believe that video marketing effectively increases web traffic, improves conversion rates, boosts audience dwell time, generates leads, expands audience reach, and raises sales.

Experts predict that online videos will account for the majority of global web traffic in the coming years, effectively making it the most popular type of content consumed online. Consumers also show an increasing demand for video content online as they help educate, inform, and entertain broad audiences.


Why Video Marketing Works?


Effectively captures the audience’s attention

Videos are the most popular type of media online. With roughly 84 minutes of average video watch time in the world, videos are proven to be more engaging and stimulating than other forms of digital content. Not only do people watch videos online, but they are also more likely to share videos with others and on different platforms.


Provides valuable content

Videos are considered one of the most effective ways to share valuable information. According to recent reports, people are more likely to retain specific details from a video they have watched than information they saw from infographics, images, blog posts, or articles. 

Videos are amazing marketing tools to introduce, inform, and educate the general public about a brand, product, or service, considering that videos are more engaging than others. The more accessible and memorable these details are, the more likely people will remember and trust the brand.


Promotes brand awareness and visibility

Online videos are easily spread through different social media platforms. Considering this, video marketing effectively expands a brand’s reach and promotes to large and vast audiences.


Helps establish emotional connections

Another unique feature of video content is its ability to build emotional connections with audiences. Aside from educating and informing people, videos also have the ability to engage an audience through feelings and emotions. Effective video storytelling strategies allow the audience to invest in the brand and resonate with its message emotionally.


Versatile marketing tool

One of the reasons many marketers use video content as a marketing tool is that it can be used to meet and achieve a wide range of marketing goals and objectives. Online videos can take a variety of shapes and forms, from short-form video content to gain traction to long-form videos to educate, inform, and engage audiences. 

Video can also be used and distributed on various digital channels and platforms. Videos posted on social media boost brand awareness, while those embedded on ecommerce websites help improve search engine performance. 


5 Most Popular Types of Video Content for Marketing

There is a wide variety of online videos used for marketing. To give you a better idea, here are some of the most popular types of video content used for digital marketing purposes. 


Explainer Videos 

Explainer videos are used by content marketers to introduce and explain a product or service to those who are interested or need to become more familiar with it. Explainer videos are great for promoting a brand, product, or service for the first time, as they should articulate and answer the target audience’s possible whats, hows, and whys while still leaving them wanting more.


How-To Videos

How-to or tutorial videos are some of the most popular videos on search engines. These videos are meant to provide detailed information and step-by-step instructions on how to do or use something. It is an effective marketing tool for a brand to establish credibility and reliability among its audience.


Educational Videos

Educational videos are content designed to educate and inform a target audience. It can tackle a variety of topics for a wide audience reach. However, brands can also produce educational videos that align with their business niche and establish themselves as experts in the industry.


Product Demos

Product demonstrations or feature videos are typically used to showcase a product to the market and explain why it’s important and how it can be used. Product demos are great for educating potential customers by advertising the product’s value and highlighting its unique features compared to competitors.


Live Videos

Live video streaming has been increasingly popular in recent years. Live videos are content recorded in real time. It is an effective marketing tool to engage with your audience, which provides a unique opportunity to interact with each other at that very moment. 

Live streaming is also often used to promote events such as interviews, Q&As, and product launches that would have a more significant marketing impact with the help of audience interaction and participation. 


The Video Content Creation Process

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Starting a video marketing campaign can be challenging. To help guide you through this, here is a brief overview of the video content creation process.



The pre-production stage in the video content creation process revolves around determining and planning what your videos should be. Primarily, this step includes identifying and determining your marketing campaign’s purpose, goals, and objectives.Aside from that, the pre-production phase also involves determining the video content’s proposed style, tone, and format. It also includes researching and planning the video setting, scripts, storyboards, and casts. 



The production stage includes all aspects involved in filming and recording. This phase of the video content creation process is concerned with staging, videography, cinematography, audio recording, acting, and the like. The goal of this production stage is to capture all the necessary footage and recording needed to complete the planned video content.



The post-production stage is focused on creating a high-quality video through the power of editing. Raw footage filmed during the production stage goes through a series of edits and transformations to produce a complete, smooth, and cohesive video from start to finish.


Review and Feedback

The video content creation process does not end once an edited video is produced. Instead, the output from the post-production stage goes through several more reviews and feedback. This will help ensure that the video meets the standards and is aligned with the marketing campaign’s goals and objectives. 



The distribution stage of the video content creation process emphasizes the need to find the right digital channels and platforms to publish and distribute the content. Some of the factors considered in this phase include the type of video content, the target audience and demographic, as well as the purpose of the marketing campaign.



The power and potential of video marketing have made it a near-essential tool for digital marketers nowadays. Given its demand and popularity, video marketing can effectively increase online engagement, boost visibility and awareness, drive traffic, generate leads, and ultimately increase sales. Video content can also help build valuable relationships that allow viewers to resonate and connect with the brand, encouraging loyalty which is crucial for business growth.



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