Creating a Video Marketing Campaign

Video marketing campaigns are a cost-effective, time-efficient way to engage your target audience. These videos exhibit your brand’s personality while discussing the products or services you offer. With the popularity of TikTok, Reels, and YouTube, videos have become the preferred method of content for consumers.

Here are some benefits of video marketing:

• Builds trust and credibility
• Boosts conversion rates
• Complements email marketing campaign
• Encourages sharing
• Improves return on investment

1. Set Goals

The first step in creating a video marketing campaign is to set your goals. Your strategy should identify specific, strategic, measurable goals that relate to your business performance. 

Video can be a great tool for getting the word out about your company or a new product offering. It’s also a great way to increase online engagement which helps build a sense of community.

One of the most effective things about video is that you can achieve multiple things at once. As you become more experienced and grow your strategy, you can start using video to help you achieve multiple goals at once. 

4. Create a Timeline

There may be a variety of factors to consider when creating a timeline for your video marketing campaign. Breaking your timeline into stages can help delegate tasks and make sure you meet all deadlines. The five stages include:

• Preparation
• Development
• Pre-production
• Production
• Post-production

6. Determine Channels for Distribution

The goal of your video, target audience, and the type of video may determine the social media platforms you use to distribute your video. For example, a video showing viewers how to use a product may be better posted to YouTube because the length of the video may be longer.  Whereas a short video highlighting a new menu special would be better suited for TikTok. 

Each social media platform has unique best practices that should be considered. The platform(s) you decide to use is a vital part of any video marketing campaign strategy. 

Video marketing tips:

• Lighting, background, and props
• Keep videos 1-2 minutes
• Use the right technologies and equipment
• Always include subtitles and transcripts for accessibility
• Use platforms that are mobile responsive
• Optimize for SEO with an compelling title and description
• Add thumbnail images or graphics
• Add a specific call-to-action

*Remember old videos can still be watched!

Testing

Testing improves the quality, conceptualization, and overall production of your video marketing campaigns. When performing A/B testing be sure to wait at least one (1) week before making changes and select only one variable at a time. Testing should consider the following: 

• Video quality
• Speaking or graphic clarity
• Coherent and cohesive messaging
• Loading speed