All About Video Marketing – Strategies, Styles, Platforms, & More


Marketing is an invaluable way for businesses to expand, as it increases engagement, boosts search engine rankings and increases sales conversion rates. To succeed at marketing, content must focus on meeting the needs and wants of your target audience.

To do this effectively you must first define a buyer’s persona – an individual profile which includes demographic and psychographic details such as pain points, needs, goals and values of a typical buyer – before planning your video marketing strategy.

Awareness-stage videos focus on engaging your target audience and introducing your brand. Eye-catching educational or thought leadership videos can establish credibility with potential customers, helping your business stay in their minds when they’re ready to buy.

Consider creating explainer videos – which you can learn about here, testimonials and demos to address frequently asked questions on your products or services. Explainer videos in particular can be extremely effective at turning website visitors into paying customers by providing an easily understandable overview of them; additionally they may increase social shares on the platform they reside on.


Customers are 50% more likely to open email newsletters that include videos. Videos allow businesses to stay in contact with customers while also giving them updates they can share on social media platforms like Twitter.

Starting a marketing strategy doesn’t require costly equipment or services – even the camera on your phone should suffice! Or you could hire freelance videographers or outsource production needs to professional studios.


Video content marketing entails producing videos to meet the goals and address questions of your target audience, all the while building an emotional connection with them and your brand. This type of strategy can be employed from awareness through conversion; whether your goal is promoting products or services, increasing interest, driving traffic to websites or simply getting more people talking about your brand; video is the perfect medium for businesses that wish to stand out online.

Another factor when creating video content is its SEO value. By adding closed captions or video transcripts to your video, search engines will index it more easily and increase your website’s chances of ranking higher in SERPs. Embedding it within a blog post also contributes to its SEO value.

Your marketing video should provide clear call-to-actions when the time comes for conversion. This can be achieved with short videos describing how your product or service can solve customers’ problems, with accompanying contact forms or text fields for them to fill out their details and submit. Provide multiple ways for them to contact your business such as email addresses, phone numbers or even live chat features.


When using video marketing to promote your business or brand, you will require an online platform ( Each OVP offers its own benefits and features.

YouTube, Wistia and DTube are three of the most well-known platforms for consumer-targeted businesses that want to use video to connect with their target audiences. All three offer different formats of videos such as live streaming for various purposes and needs.

They also provide editing tools that make creating high-quality videos easy, such as editing and trimming videos, adding music or captions, as well as an analytics suite for tracking viewer engagement metrics such as viewership metrics; YouTube offers basic reports at no charge with more advanced analytics available at an additional fee.

Vidyard and Hippo Video are online platforms specifically tailored for business use that make video creation, hosting and analysis simpler for their users – perfect for companies using videos for marketing, sales and customer support purposes.

Platforms make it easy for users to embed videos onto websites and social media pages, while taking care of all technical aspects associated with hosting and distributing them; including optimizing them for different devices/networks while storing them on content delivery networks and handling analytics and content syndication services.

Other video marketing platforms specialize in video creation and production tools. Loom, for instance, allows users to easily make quick screen recordings, product walk-throughs, messages for coworkers and introductory videos quickly and efficiently.

Plus, an enterprise subscription enables white-label branding with advanced data analytics capabilities. Likewise, platforms like Uscreen specialize in streaming and monetization to help creators launch profitable video subscription services.

Explainer Videos

Explainer videos are an effective way of conveying the value your company brings customers. They enable potential buyers to fully grasp your product or service so they can make informed purchasing decisions.

Short, engaging marketing videos that can be embedded on websites and social media are an effective way to drive customer conversion and retention, leading to sales, signups or inquiries for your business. Adding an explainer video to landing pages will increase time spent there and lower bounce rates.

Finding the appropriate explainer video style depends on your audience, purpose, and budget. Start by outlining what your online video needs to accomplish as this will provide a means of measuring its success. Once this goal has been established, identify who needs to view your video; aim for specific audiences rather than blanket messages which might lead them away from your brand.

Take some time to consider how your product or service can address the pain points your target audience has identified, keeping in mind viewer attention spans are limited and videos must be concise and to-the-point. Successful explainer videos follow a familiar structure: introduce their problem, demonstrate how your solution addresses it and make a call-to-action pitch at the end.

Explainer videos are an effective way of conveying how your product or service works and its features to an audience in a compelling and emotive manner. They also allow businesses with strong brand identities to build trust through emotional engagement with viewers. If desired, brand images could even be integrated into these videos to make them even more compelling.

Animation in your explainer video can add a sense of sophistication and enhance its overall production quality. You have multiple options when it comes to animating content – live action mixed with animation is one option or focus solely on animated material; either way, using emotive and visually pleasing animation will ensure that viewers engage with your online video.

Promotional Videos

Promo videos can be an excellent way of marketing your business or product, whether they be fun, humorous or emotional – as long as they resonate with their target audience and get shared widely (aka go viral). Engaging your target audiences this way will increase reach which, in turn, increases sales.

Videos have quickly become one of the most effective formats for marketing because they can be deployed across different platforms – such as social media and your website – with great results. You can visit Raffiti to learn more about this specific strategy. Viewers often prefer short bursts of video over reading text-based articles and according to a HubSpot study, 80% of customers remember videos they watch!

When creating promotional videos, it is important to consider how to communicate with each of your student personas through video. This means understanding the different needs, interests, and motivations of each group of students. By tailoring your videos to each persona, you can create a more impactful message that will resonate with potential students.

For example, if you are targeting high school students, you might want to create videos that highlight the fun and social aspects of your school. You could also include testimonials from current students who can talk about their positive experiences.

If you are looking to generate lots of traffic with your videos, it is a good idea to hire a video production agency with experience creating videos for businesses like yours. They will have a better understanding of your target audience and how best to reach it than you, which means they will produce videos that stand out among their competition.

At the core of any successful promotional video lies its goal: it should support and complement your overall marketing strategy. Such videos may highlight unique selling points, explain products or services provide educational content or encourage specific actions such as making an inquiry or purchasing your product or service.

Video can be an extremely powerful asset to any business, but care must be taken when selecting its length and tone. A promotional video that runs on for too long could bore viewers, while one that runs too briefly may fail to convey enough information – a general guideline should be to keep it under two minutes in duration.

Retargeting campaigns are another great way to utilize promotional video. Retargeting is a digital marketing technique that tracks visitors’ online browsing behavior before showing relevant ads on other websites they visit – an effective way of turning visitors interested in your products or services but have yet to complete their purchase into customers who convert at 43% higher rates!



Testimonial videos are one of the most powerful marketing tools a business can employ, serving to promote products or services on websites, social media platforms and in other marketing materials.

Testimonial videos offer potential customers an in-depth view of how your product or service has helped others – giving them firsthand experience about how your offering has benefitted others while building trust with existing customers and giving them new perspectives of your company.

Though written testimonials can be posted to websites or other marketing materials, creating videos featuring real customers speaking about their experience will give your video the extra punch it needs to stand out among competitors and add an intimate element that your target audience can relate to.

There are multiple approaches to creating testimonial videos: from visiting customers at their homes to interviewing them in the studio. Both methods offer distinct advantages; the ideal way to produce an outstanding testimonial video would be providing customers with a list of questions prior to filming and then recording them answering these on camera – this allows them to prepare more comfortably for an interview and ensures an authentic testimonial video is created.

When crafting testimonials for your product or service, remember to emphasize its positive attributes. Customers’ stories should focus on how using it has enhanced their lives for the better and give credibility and help increase conversion rates. This will give your testimonials credibility and increase conversion rates.

As part of any testimonial video, it’s essential to include visuals. Utilizing pictures or footage of your product/team in action can add visuals that enhance viewer understanding of products/services offered and further their engagement. Videos tend to be shared more than written content so adding visuals will widen its reach.


Live and pre-recorded webinars are powerful marketing tools, providing brands a way to humanize themselves while raising brand awareness, increasing product sales, and driving leads and sales. Plus, with quick turnaround times and easy ways for audiences to interact, webinars have quickly become part of many digital strategies.

To increase interest in your webinar, make sure that it’s featured across your social media platforms, email marketing campaigns, paid ads and SEO website traffic. By doing this, you’ll create buzz about it and ensure people sign up.

Create a video teaser to generate buzz around your event and get people engaged with what’s to come. Create a short clip showcasing its topic and date/time/link registration details before hosting your webinar event, and be sure to post about it again on all channels and encourage people to watch!

Making your webinar interactive is of utmost importance, so include a chat option so that attendees can ask questions and engage with presenters during the event. This can really add value and show that your company cares about its customers’ opinions, while at the same time helping to develop audience relationships while offering solutions to problems they may be experiencing.

Once your webinar has ended, don’t forget to thank attendees and offer any resources or materials that might help them. Consider asking them to fill out a post-webinar survey so you can collect feedback for improving future events.

Webinars are an effective way of reaching a wider audience when you’re advertising an international event or promotion, yet their 30- to 50-minute duration might not suit every attendee. That’s why it is wise to repurpose your webinar as promotional videos, blog posts and infographics so as to maximize reach while keeping audiences engaged for longer.