Unfortunately when an average marketer is asked what his video marketing strategy is, you are unlikely to get a definite answer. You will certainly hear that video is important. This statement is absolutely true and these people may even post some videos on a regular basis, but that’s only half of the story. When you launch any campaign you should understand your aims and how to reach them. In our short guide we are going to tell how to do it best of all.


Step 1: Think and analyze

Who are your people?

Before starting any activity you should come to conclusion who is your target, what they like, which channel is the most preferable for them and which content can make them respond.


What is the purpose of your video?

Should it work on brand awareness, on traffic growing or are there any other purposes? Think not only about the text, but which voice, music and surrounding will suit to your audience.


Step 2: if you want to be different, stay recognisable

Videos make true thousand of creative ideas. If you want to show yourself from another point of view, make sure that your audience still remember who you are and what you offer.


Note: changes is good, but being consistent and coherent is under discussion. Video you place on YouTube should be same as on your official website. If they do not coincide, people may get lost and start mistrusting you.


Step 3: expensive video doesn’t mean effective, as well as a cheap one

It is common mistake to think that investing megabucks will certainly solve all the problems. Spending minimal budgets is also not a panacea. Cheapish ads are often of low quality and may damage reputation of big tycoons and level with the ground small companies.


Depending on the type of the audience even a short roll in social media will do, but if you have big sums and want to be in the centre of attention, of course, something ambitious with celebrity engagement can be filmed. When we say celebrities, we don’t mean Johnny Depp or Melania Trump – experts in the field is more than enough.


Step 4: does your video suits the requirements of your channel?

Unfortunately, 3 major channels: Facebook, Twitter and YouTube require a bit different treating. You can’t simply make a video and release it without adaptation to the ad platform where your target comes.


Step 6: test, correct, test, correct…

It’s perfect if your campaign has turned out to be successful. However, even in this case you should understand what has lead you to this result and how to expand it. In other cases, there are many variants, what should be enhanced: length of the video, time of publishing, your message itself and other factors. Whatever it is, analyze and correct until getting necessary results.


Video advertising itself is quite new and challenging area of marketing. Filming the video itself can become the most difficult task and, anyway, expensive. People are interested in quality content and so-called “amateur” videos made on cheap equipment are really different from “like amateur” advertising. Invest in quality and result, not in numbers and names.


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