What is Video Marketing? Definition, How it Works, Examples, and Strategies

Video marketing is becoming a must-have for every business considering the skyrocketing speed with which videos are becoming a popular mode of digital marketing. If you haven’t included video marketing in your digital marketing strategy, it is high time you do so. Technological advancements are making it easier to create high-quality videos, making it a very attractive strategy for digital marketing. The pandemic also boosted online media consumption by 215% in the US alone, and a person spends an average of 19 hours a week watching videos online. In this article, we will explore what video marketing is, tips for production and strategies, and some case studies.

What Is Video Marketing?


Video marketing uses video content to promote a brand, product, or service. It can effectively reach and engage with customers and communicate a message or story.

There are many different ways to use video marketing, including creating promotional videos, educational videos, product demos, customer testimonials, live streams, and more. Video content can be shared on various platforms, including social media, websites, and email marketing campaigns.

Some benefits of video marketing include increased brand awareness and engagement, improved conversion rates, and the ability to share information and ideas with a broad audience easily.

Importance In Digital Marketing

Video marketing holds critical importance in the digital marketing strategies of businesses for several reasons:

  1. Increased engagement: Video is a highly engaging medium that can effectively capture your audience’s attention.
  2. Higher conversion rates: Including video on a landing page can increase conversions by up to 80%.
  3. Better SEO: Google and other search engines rank websites with video content higher in their search results.
  4. Greater accessibility: Video allows you to share information and ideas in an easily accessible format, which is essential for reaching a wider audience.
  5. Improved customer understanding: Video can be a powerful tool for demonstrating products and services and helping customers understand how to use them.
  6. Enhanced social media presence: Video content is highly shareable on social media and can effectively build your brand and reach new customers.

Overall, video marketing is an essential component of a comprehensive digital marketing strategy, as it can help you reach and engage with your audience in a meaningful way.

Video Marketing Strategies


With the advent of YouTube in 2005, video marketing began gaining a lot of traction, and with the rise in the usage of smartphones, it became more convenient and easy to watch videos. Video marketing enables small and medium-sized businesses to compete with more giant corporations efficiently. The right video content strategy is compelling for companies aiming to boost sales.

Many strategies can be effective; the best approach depends on your goals and target audience. Here are a few general strategies that you may want to consider:

Define Your Target Audience:

As with any marketing campaign, knowing who you are trying to reach with your video content is essential. Consider factors such as age, location, interests, and pain points to help you create videos that will be relevant and resonate with your audience.

Choose The Right Platforms:

Different platforms are better suited for different types of videos. For example, YouTube is an excellent platform for educational or instructional videos, while Instagram and TikTok are more suited for shorter, more visual content.

Create A Content Calendar:

Plan your video content, and create a calendar to help you stay organized and consistent. This can help you consistently produce and share new content and stay on top of important events and promotions.

Use Call to Action:

Encourage your viewers to take a specific action, such as visiting your website or signing up for your email list, by including calls to action in your videos.

Optimize Your Titles And Descriptions:

Use relevant keywords and phrases in your video titles and descriptions to make it easier for people to find your content on search engines and social media.

Analyze And Optimize:

Use tools like Google Analytics to track the performance of your videos, and use the data you collect to optimize your strategy and improve the effectiveness of your campaigns.

Keep It Short:

The attention span of the online audience is short, so it is always a better strategy to keep the videos short and engaging.

Build A Story:

People love relating to stories. And every good video tells one. Try to reveal to your audience story through your video campaign.

Video production


Video has become the most successful form of engagement, inspiration, and education for viewers. Combining both visual and audio aspects, video production fully engages the audience through creative and technical manipulation. Video production is the most crucial element to telling an engaging and successful story and should be planned at every step to make it come to life. To achieve this, it is important to know what video production is and what steps are involved.

Video production includes creating content, from planning and scripting to filming, editing, and publishing. It involves a wide range of activities, including:

  1. Pre-production: This involves planning and preparation, such as developing a script, creating a storyboard, scouting locations, and casting actors.
  2. Production: This is the actual filming process, which can involve setting up cameras, lighting, and other equipment and rehearsing and shooting the video.
  3. Post-production: After the video has been filmed, it goes through the post-production process, which includes editing the footage, adding special effects and graphics, and adding music and sound effects.
  4. Distribution: Once the video is complete, it must be published and shared with the intended audience. This can be done through various channels, such as social media, websites, and email marketing campaigns.

Video production can be complex and time-consuming, but it can also be very rewarding. It allows you to create engaging and informative video content that can be shared with a broad audience.


Video production tips


Some tried and tested practical video production tips are highlighted below:

Here are a few tips for effective video production:

  1. Plan ahead: Pre-production is key to a successful video. Take the time to develop a clear concept, create a detailed script or storyboard, and scout locations before you start filming.
  2. Keep it simple: Don’t try to do too much in one video. Focus on one key message or idea, and keep the video as concise and straightforward as possible.
  3. Choose the right equipment: Invest in good-quality cameras, lighting, and other equipment to ensure your video looks professional.
  4. Pay attention to sound: Poor audio quality can ruin an otherwise great video. Use a good microphone, and be mindful of background noise and echo when selecting a location for filming.
  5. Edit wisely: Don’t be afraid to cut out unnecessary footage during the editing process. Less is often more when it comes to video production.
  6. Use captions: Adding captions to your videos can help make them more accessible to a wider audience, including those who are deaf or hard of hearing and those who are viewing the video in a noisy environment.
  7. Test and optimize: Before publishing your video, test it on different devices and platforms to ensure it looks and sounds good. Then, use data and feedback to optimize your video and improve its effectiveness.

Video marketing is a crucial part of any business’s digital marketing strategy. It is a lengthy and time-consuming process but rewarding at the same time. It can be overwhelming at first, but with some practice and patience, you can quickly produce high-quality video content that will boost your conversions and digital presence. Take one step at a time and keep learning. We will bring more tips and strategies for you in the following article.

Dexterous Solutions is a global branding and marketing agency based in the US, serving companies of all sizes. We specialize in understanding your brand and vision and work closely with you to craft branding and marketing assets that align with your brand strategy, mission, vision and goals. With satisfied clients worldwide, let’s connect and explore how we can help you achieve your business goals.