Video marketing converts at the same level or better than other forms of marketing. This is according to a majority of marketing and customer experience professionals.
However, achieving high conversions from your video marketing campaign doesn’t happen overnight.
You must diligently follow effective video marketing tips and strategies. This is where things get hard for most marketers and business owners.
In this article, I’ll provide you with powerful tips to create an impactful video marketing strategy that can yield enhanced ROI in 2024.
5 Effective Video Marketing Tips to Drive Better Results
Here are my top 5 video marketing tips to help you fully leverage the benefits that video marketing and drive better results for your brand.
1. Use Video Marketing for Product Education
Product education is the primary goal for 52% of companies that use video marketing, according to a Wistia report.
Image via Wistia
These businesses are right to prioritize product education. The same report shows that product education videos have the highest engagement and the best ROI.
Image via Wistia
How can you leverage product education in your video marketing strategy? Start by identifying:
- Product features that most new users miss
- Product components that create a positive user experience
- Common challenges or questions that users have
Work with your sales and marketing teams to gather insights from pre-sales and marketing interactions.
Based on the insight, you can create engaging and informative short videos to educate your audience. You can find good tools from the Attrock curated list that are highly useful while choosing the right tool.
Here are some examples of product education videos for video content marketing:
- Product walkthroughs
- Interactive product tours
- How-to videos
- Feature highlights
- Tutorials for industry-specific use cases
- Product comparison videos
- User interface (UI) demos
See how Zoom has creatively shared a product highlight video. It features Max Verstappen and Checo Pérez playing a game using the Zoom whiteboard.
2. Use Stories to Improve Engagement
Storytelling is one of the oldest means of communication known to humanity. It helps build an emotional connection with your viewers and boost audience engagement.
Instead of simply introducing your company, spin it into a relevant story that resonates with your audience.
Master the psychology of evoking emotions and making your audience happy, sad, or intrigued.
Here’s a video from Samsung that uses animation to tell a story of unity and recovery from the effects of the pandemic. It’s a relatable story that connects with the audience at an emotional level.
Use these video marketing tips to create stories that convert:
- Ensure the story is consistent with your brand messaging.
- Have a simple, clear narrative.
- Introduce a central character that your audience can root for, such as an employee, customer, or a representation of your target audience.
3. Incorporate Authentic User-Generated Content (UGC)
According to TINT’s 2023 State of Social & User-Generated Content, 75% of consumers know when they’re being advertised to.
They trust authentic, unpaid reviews from fellow customers more than any other type of content. Staged UGC, on the other hand, is the least trusted form of content.
How do you find UGC for your video marketing?
- Reach out to repeat customers. Ask them for an interview where they can share their experiences with your products or services.
- Start a hashtag contest where users can share videos of themselves using your products.
- Encourage customers to submit video reviews or testimonials after a purchase.
UGC can be effectively incorporated into digital storytelling which adds social proof to your marketing efforts. Videos containing UGC can be a part of your social media channels, landing pages, email marketing campaigns, and homepage. However, always request explicit permission from the customer to use their content.
GoPro, for instance, offers rewards for customers who share action-packed clips recorded using GoPro’s cameras. Here’s an example.
Image via Instagram
Get creative with UGC to create an effective video marketing strategy.
For instance, you can outsource video editing to compile multiple UGC submissions into highlight reels. They can showcase the diversity of your audience and their experiences with your brand. Arrange UGC videos in a way that tells a coherent and engaging story.
4. Leverage the Right Video Distribution Channels
While we are discussing the top video marketing tips, we can’t ignore how crucial choosing the right channel is for effective video marketing.
According to HubSpot, here are the 3 channels you should prioritize.
- Social media: For 63% of marketers, organic and paid social media content is the most effective channel for distributing videos.
- Website or blog: For 47%, adding videos to the company website or blog is the most effective method.
- Email marketing: This ranks third, with 36% of marketers saying it brings in results for them.
When posting content on social media, pay close attention to platform-specific requirements to ensure optimal visibility and engagement.
When posting videos on your website or blog, you can choose to host the videos on YouTube or any other good YouTube alternative. Then, embed the video on your website. This reduces the burden on your website’s server, leading to faster page loading times.
For your emails, hosting videos directly within the email content can be challenging due to the limitations of most email clients. Instead, host your video on a dedicated video hosting platform and generate a shareable link that you can include in your message.
5. Edit Your Videos Thoroughly
Taking the time to thoroughly polish your videos helps you generate better results.
Make use of good editing tools to enhance visual elements and optimize your message delivery. This can include:
- Color grading
- Adding overlays like CTAs
- Removing pauses
- Editing out irrelevant content and distractions
- Incorporating animation
A well-edited video also reflects professionalism and helps maintain consistency in your brand identity. To further elevate your efforts, you can use one of the top video marketing tools that can help market your video content to the right audience. This not only enhances brand visibility but also improves the quality of engagement.
Create A Powerful Video Marketing Strategy
From compelling storytelling to product education, UGC, and picking the right distribution channels, these video marketing tips will drive the results you seek.
Apply these tips, measure their impact, and keep refining your strategy to achieve sustained growth for your brand.
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.