What Is Video Marketing and How Can You Use It Effectively?

By Indeed Editorial Team

Published July 3, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

One of the most effective forms of content marketing is the video format. Video marketing is highly engaging, applicable to many platforms, and effective for communicating marketing information to new and existing consumers. Understanding what marketing with video is and how to use it to its best effect is key to creating marketing materials which are impactful and get high reach and resonance. In this article, we define what video marketing is, describe the benefits, outline the types, explore inbound and outbound marketing with video, and provide helpful steps for using this marketing medium for your own campaigns.

What is video marketing?

Video marketing is the use of videos to promote a brand's products or services to consumers across a range of mediums, platforms, and occasions. As videos often achieve higher engagement than media forms such as images or text, using video in marketing is key to attracting the attention of consumers. Video can help brands deliver their brand message, communicate their voice, and promote their commercial offering.

Related: Guide to Marketing Materials (With Types and Benefits)

Benefits of marketing with video

There are many benefits to using video in your marketing strategies. One of the major benefits this format offers is a higher open rate, click-through rate, and customer conversion rate. This means that it's more likely that a prospective consumer may see and react to your content and decide to make a purchase. Video is also one of the most effective methods for communicating a brand's voice and identity, as it can incorporate music and colour, feature individuals, and dynamically represent the brand's style.

Consumers are able to access video content in ever-increasing ways through their personal devices, on platforms, software, websites, and apps, which makes video a ubiquitous marketing format. This makes it easier to reach consumers regardless of their schedule or preferences. As video is both an audio and visual format, it can help brands create highly memorable content with emotional resonance for their target audience.

Types of video marketing

Here's a list of some of the types of marketing videos available to promote a commercial offering:

How-to videos

How-to videos are effective video tools for educating and informing consumers about how to use a product or service or complete particular tasks. Such videos can be effective for adding credibility to a brand and building consumer trust and loyalty. It can also help to reach new consumers who may be interested in their products. For example, a wool company may publish videos instructing viewers on how to perform knitting techniques. This can attract the attention of knitters, who are the primary demographic for the wool brand.

Related: What Is Attraction Marketing? (With Strategies and Tips)

Brand videos

Branding videos and brand treatment videos are useful for portraying a company's mission, values, and vision while offering a high-level overview of its products and services. Brand videos can help to distinguish a company's brand from its competitors, both in terms of the products or services themselves and in their branding. These videos are also useful introductions to a brand to use in business-to-business marketing when pitching collaborations, mergers, or purchases.

Event videos

When companies host large-scale events, such as fundraisers, conferences, or award ceremonies, they may often use footage from these events to construct a highlight reel. These videos can help to gain consumer interest in future events and generate attention for investors or participants. Promoting a brand's events through video can be effective for raising the profile of the brand itself.

Customer testimonials

Videos of prior customers offering testimonials about how a brand's products or services have helped them by solving a problem are highly effective marketing tools. They can help build consumer trust in a brand by offering an example of success. It's important that these customer testimonials are authentic and relevant for this form of marketing with video to genuinely inspire trust and appreciation in a prospective consumer. Businesses may embed customer testimonial videos on the brand's website or use these as video advertisements on other sites.

Demo videos

Demo videos demonstrate how a brand's products or services function. This is an effective medium for showing a brand's consumers what their user experience may be and visualize themselves using the product or service. This can be highly motivational when attempting to convert a visitor into a customer, as conveying a favourable experience can allow them to visualize themselves having purchased the product and enjoying it.

Related: 8 Types of Traditional Marketing Methods (With Advantages)

Live videos

Live videos are a popular video format of marketing, as it offers brands the opportunity to engage with consumers from anywhere in the world in real time. Live videos can feel more authentic to viewers and give them an opportunity to witness events, operations, or discussions from within the business. With adequate publicity, live videos can be global events which attract consumer, investor, and business attention.

Explainer videos

Explainer videos are useful for providing more detail to consumers about why they may benefit from a brand's products or services. These videos commonly use a fictional buyer journey to demonstrate how the target consumer may have resolved their issues by choosing this particular brand. Companies may use these videos on their sites or social media platforms to support other marketing materials.

Expert interviews

Videos of expert interviews featuring industry thought-leaders or internal company experts can help a brand earn trust and credibility from its consumers. These videos are effective for proving the knowledge and expertise of the company's professionals. They also display that industry experts trust the brand, which insinuates that it's one of the best options.

Inbound and outbound marketing with video

Using video in your marketing strategies can take two core forms, inbound or outbound marketing. Outbound marketing, or push marketing, is the active use of marketing materials to reach consumers and attract them to the brand. Inbound marketing, or pull marketing, is a more passive approach where marketers use materials to add value to the consumer and build brand recognition, trust, and relationships. Video can be effective for use in either of these strategies. Here are some examples of inbound and outbound marketing using video to help you understand the difference:

  • Outbound marketing: A shoe brand releases a video advertisement promoting a new range and its features. This video targets specific consumer groups and leads them to the brand's site, where they can purchase this product.

  • Inbound marketing: A gardening supply brand releases a series of instructional videos for plant care. These videos create a trusting consumer-brand relationship, and consumers may consider this brand first when they next purchase.

Related: What Are Marketing Principles? (With Types and Examples)

How to use video marketing

Here are some simple steps you can use to implement video effectively in your marketing strategies:

1. Perform market research

The first step in implementing video into your marketing strategies successfully is to audit the current marketplace in which the brand competes. Conduct market research to better understand your competitors, commercial challenges, and market aspirations. It's also vital in this process to identify your target consumers, collecting data on their characteristics and qualities. This can help to inform the type of video you may get the best use of and the most effective ways to use it.

2. Identify your objective

Once you've conducted sufficient research to inform your brand's place in the market, you can use this to identify your key marketing objectives. You can identify the areas of your marketing strategy that you wish to improve or areas the brand is succeeding in that you wish to grow further. For example, you may identify that your reach is high, and your marketing content reaches many consumers, but these don't correlate to a high number of customers.

From this, you can learn that your conversion rate is low. Here, you can use inbound marketing videos to engage consumers more and ensure that they not only recognize your brand, but also desire it. Consider what you need your video to achieve commercially and choose the best marketing video type to achieve that goal.

3. Produce the video

Whether your video is animation, live-action, or streamed, it's important to consider the best method of production. Some companies prefer to produce their videos themselves, while others use their marketing budget to pay for professional production. Ensure during this process that your production serves your marketing objective and that the format supports this use. For example, consider that different types of video are best at certain lengths or have other technical requirements.

4. Track the video's effect

Once you've produced and deployed your marketing video, it's essential that you track the effect this material has on your engagement, click-through rate, customer conversion, sales, and revenue. Compare your original market research with that from across the implementation of your marketing video to determine if it has helped you reach your objectives.

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