What Is Video Marketing? Full Guide (+ Strategy and Examples)

Get a complete guide to video marketing with benefits of video content and examples. Learn how to design a video marketing strategy for your business.

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What is video marketing?

Video marketing is a strategic approach that uses video content to promote a brand, product, or service to a defined audience. It includes a wide range of video types in both short-form (90 seconds or less) and long-form video formats.

With video marketing, your business can connect with prospects and customers across a variety of digital channels. This strategy can also help you achieve goals throughout the marketing funnel, from awareness to conversion.

While video marketing is hardly a new concept, it's become increasingly popular in recent years. As of 2024, 91% of businesses use video for marketing.

Why is video marketing important for your business?

If your marketing team aims to produce more video or wants to get more value from this strategy, you need to know how it can benefit your business. Let's look at how video can help you reach important marketing goals.

Increase brand awareness and shares

When you need a way to introduce your brand to more potential customers, video tends to be a smart choice. Because you can repurpose it across multiple channels, a single video can connect with your audience via:

  • A live event, such as a webinar or an online conference
  • Your company's website
  • Your social media marketing channels, such as Facebook, Instagram, and LinkedIn
  • YouTube, which works as both a social platform and a search engine

Publishing video content on social media is particularly effective for boosting brand awareness. When followers like or comment on your video, their engagement can help it reach a wider audience.

On social media, viewers also have the option to share your videos with their followers. In fact, videos generate 12 times more shares than text and image posts together.

Educate prospects and customers

Does your product or service solve a real customer problem? Through video, you can explain how your solution works and show it in action. This way, prospects can visualize how your product or service can help them.

Salesperson doing a sales pitch on video sitting on a terrace

Video marketing can also educate existing customers. For example, you can create video content for both new and advanced users. This way, you can help customers get more value from your product or service.

Improve search engine optimization (SEO)

When you incorporate SEO principles in video content marketing, it can attract new customers as they search for solutions online. As a result, video is great for connecting with high-intent prospects.

Marketing videos leverage SEO in a couple of different ways.

Most importantly, it helps your brand rank on search engine results pages (SERPs) for relevant search queries. Let's look at an example for the search query "how to moderate a virtual panel discussion."

Livestorm's YouTube video, How to Moderate a Virtual Panel Discussion, appears in a video carousel near the top of search results. Google automatically highlights key moments of the video to drive more clicks and views.

Google search results page showing Livestorm video

Livestorm's complete panel discussions guide also appears on the same SERP. Because the results for this search query prioritize video content, the YouTube video positions Livestorm above the guide, near the top of the page.

When you incorporate SEO principles into video, it can also appear near the top of YouTube search results. Because YouTube is the second largest search engine, it offers tons of opportunities for prospects to discover your brand.

In fact, the same Livestorm video is also the first organic YouTube result for this search query:

YouTube search results showing Livestorm video

Establish authority and build trust

Do you want to position executive team members as authorities in their industry? Video content can help.

In fact, 93% of B2B buyers view video as important for building trust. And for 95% of B2B buyers, video plays a key role as they navigate their customer journey and take steps toward a purchase.

Why is video so helpful for authority and trust?

  • Live webinars and social media videos let you make face-to-face connections with your target audience.
  • Video podcasts share thought leadership and establish team members as expert voices in an industry.
  • Customer testimonials show how your business solves real problems from the voice of real customers.
  • User-generated videos provide social proof that can build trust among customers organically.

Generate qualified leads

Marketing videos can do much more than share information and drive discovery. They also have powerful lead generation capabilities.

In fact, 87% of video marketers report using video to capture leads, according to Wyzowl. Here are two use cases:

  • Outreach videos let you connect with prospects individually via personalized messages.
  • Webinars let you connect with prospects at scale via live or pre-recorded events.

Whether you use an inbound or outbound approach, video marketing helps generate leads, qualify them based on your ideal customer profile (ICP), and build pipeline for your sales team.

Secure sales and conversions

Need to achieve bottom-of-funnel marketing goals like sales and conversions? Video has increased sales for 87% of marketers, according to Wyzowl.

External communication: a salesperson wearing a headset on a customer call

Organic video marketing campaigns can drive sales via live events or strategically placed calls-to-action (CTAs). But you don't have to rely on organic campaigns alone.

With video ads, you can reach specific audiences, such as prospects who have engaged with your brand before. Paid video campaigns can accelerate conversions and help you secure sales faster.

Reach users across devices

One of the biggest benefits of video marketing is that it can reach prospects and customers on almost any digital device.

Consider these YouTube viewer statistics:

  • Viewers watch more than 1 billion hours of YouTube videos on TV every day.
  • Over 60% of YouTube users watch videos on mobile devices.
  • YouTube Shorts—short-form videos for mobile users—tally an average of 7 billion daily views.

Not sure which format to prioritize? Your marketing team can easily repurpose videos for different platforms to see what drives the highest return on investment (ROI).

12 Types of video marketing

What kind of video content should you include in your marketing strategy? Let's look at some of the most popular video marketing types (with examples).

1. Brand videos

Brand videos introduce your business to potential customers. They typically include an overview of the business, its mission, and culture rather than in-depth content about products or services.

Most brand videos are relatively concise, with 90 seconds considered the optimal length. For example, this Livestorm video introduces our video engagement platform and our brand:

2. Explainer videos

Explainer videos introduce products and services to potential customers. In fact, 91% of people report having watched one of these videos to learn about a product or service, according to Wyzowl.

Most explainer videos are short and engaging, as they work best for top-of-funnel marketing. For example, this Livestorm explainer video explains how our video engagement platform works in under a minute:

3. Product demos

Product demos show potential customers how your product or software platform works. They highlight features and capabilities to help viewers understand what they can accomplish with your product.

In-depth product demos can last up to an hour. They typically include a complete overview of the product.

Short product demos condense key features into a video lasting only a few minutes. For example, this Livestorm video includes tips for creating high-performing product demos:

4. Animated videos

Animated videos explore challenging concepts. They use animation to simplify complex ideas and make them easier to understand.

Like explainers and demos, these videos tend to be short. For example, this animated video by Scribe explains how the platform creates step-by-step guides:

5. How-to videos

How-to videos show viewers how to accomplish a specific task or solve a problem using your product or service. Also called tutorials, these educational videos often include step-by-step walkthroughs with instructions.

This format works as either long-form or short-form video. On average, how-to videos should be less than 20 minutes.

For example, this Livestorm tutorial walks viewers through how to create their first event:

6. Video podcasts

Video podcasts are discussions or interviews with a video component. They're episodes in a series, which can include dozens or hundreds of pieces of content on a certain topic.

Podcasts can include any combination of hosts and guests. For example, this SaaSCast episode features Guillaume Cabane and covers growth hacking tips:

7. Case studies

Case studies are videos that feature interviews with customers or clients. Also called customer stories, they explore the real problems your customers face and position your product or service as the solution.

Potential customers often relate to these videos, which makes them helpful for attracting leads. For example, this customer interview by Navattic explores how Dropbox uses the company's product:

8. Webinars

Webinars are virtual events in which one or more speakers discuss a predetermined topic. They can take many different formats, from simple presentations to panel discussions with multiple presenters.

When you host webinars, you can engage audience members with tools like live chat, polls, and Q&A sessions. For example, this Livestorm webinar discusses tips for amplifying webinar distribution:

9. Online conferences

Online conferences are educational events that typically include multiple presenters speaking on a defined topic. They're similar to in-person conferences, except they take place online.

Also called virtual conferences, these events generally happen live. However, you can get more value from live events when you share the content on demand after the event.

For example, this AsyncAPI online conference features over a dozen talks and presentations:

10. Outreach videos

Sales outreach videos are a type of outbound marketing. Also called prospecting videos, they introduce your product or service to a potential customer and share how it can help them solve a problem.

So, how do they differ from demos or explainers? Outreach videos typically include personalization. For example, they may include a custom introduction or content tailored to the prospect.

Most are short and to the point. Vidyard recommends limiting prospecting videos to 30 or 60 seconds. This Sales Feed video includes several examples:

11. Social media videos

Social media videos appear on platforms like Facebook, Instagram, and LinkedIn. They're typically short-form videos (under 90 seconds) optimized for mobile viewers.

They can include anything from interviews and behind-the-scenes content to tips and promotions. For example, this Semrush Instagram video features tips for getting more customer reviews.

Semrush Instagram video marketing example

12. Video ads

Video ads are sponsored posts that appear on platforms like YouTube, Facebook, and LinkedIn. They target potential customers based on demographics, interests, and behaviors, such as previous interactions with your business.

Most video ads include CTAs that prompt viewers to take the next step toward a conversion. For example, this LinkedIn ad by Pipedrive encourages viewers to sign up for a free trial.

Pipedrive LinkedIn video ad example

How to create a video marketing strategy

To get maximum value from video for your business, you need a strategy. Follow these steps to map out a plan.

Establish marketing goals

What do you want to achieve with video marketing? Start by clarifying your objectives.

Think about goals in terms of your marketing funnel. Your strategy will likely include all funnel stages:

  • Awareness: Introduce your business, product, or service to an expanded customer base.
  • Consideration: Educate prospects with more technical content and customer stories.
  • Conversion: Identify qualified leads for your sales team or secure purchases.

Define the topic(s)

What's the purpose of your video content? Get clear on the topic(s) it will cover and the message it will share.

Here are some examples:

  • Product launches, which may focus on how your product can help your target customer
  • Industry trends or problems, which may focus on sharing thought leadership and solutions
  • Special offers, which may focus on showcasing value and creating a sense of urgency

Decide on video types

In most cases, your marketing goals and video topics will inform the types of videos you create. For example:

  • Brand videos and animated videos often work well at the awareness stage, as they offer quick introductions to your business.
  • Case studies and product demos often work well at the consideration stage, as they offer more in-depth information for serious prospects.
  • Webinars and video ads often work well at the conversion stage, as they support lead generation and drive purchases.

But don't be afraid to experiment with different video formats. You can't be certain about what works for your business if you don't try potential options.

Choose video software

To produce professional-quality video, you need the right software. Here are a few options to consider:

West Hollywood on Livestorm
  • Livestorm for webinars, online conferences, video podcasts, and product demos. With Livestorm, you can host live events and share on-demand content with customers.
  • VEED or for how-to videos and explainers. With these platforms, you can use templates to speed up video creation and edit content for multiple channels.
  • Adobe Premiere Pro or Final Cut Pro for pro-level video editing. With this software, you can produce case studies and customer stories.
  • Vidyard or Sendspark for prospecting videos. With these platforms, you can record and personalize short videos for outbound outreach.

Recruit speakers or talent

Some video formats (e.g., animated videos and explainers) can be faceless, meaning they don't require an on-screen host. But to produce a successful video, you typically need people to speak for or about your business.

Before you create a video production plan, get internal and external talent on board. For example:

  • Video podcasts and brand videos may feature members of your executive team.
  • Webinars may feature guest speakers from a number of organizations.
  • Social media videos may feature members of your marketing team.
  • Case studies may feature one or more customers.

Create a video production workflow

Your equipment needs will vary a bit based on the types of videos you plan to produce. To make your video look as professional as possible, you'll typically need:

Video camera recording a live event for hybrid event marketing

Before you begin filming, you need to know what you want your video to show. That means you need:

  • Storyboard so you can plan out the entire video beforehand
  • Shot list so you know the visuals you need to capture
  • Script so your speakers know what to say

Live stream, host, or publish

How will you distribute video content to your audience? Most marketers use one, two, or all of these options:

  • Live stream your video to a virtual audience. This option is best for webinars and online conferences.
  • Host your video so viewers can watch on demand. Video hosting is best for product videos, podcasts, and webinars.
  • Publish the video to social media. This option works well for shorter content like explainers and tutorials.

How to promote a marketing video

A successful B2C or B2B video marketing strategy requires promotion. Use these tips to amplify your marketing videos and attract more views.

Email your contact list

One of the easiest ways to get viewers to watch your videos or tune in for your live streams is to email your contact list directly.

Livestorm automated email reminder

Whether you host live events or on-demand content with Livestorm, you can use our software to send email invites to your list. You can customize the email content and add links and CTAs pointing toward the event registration page.

Upload to YouTube

To make your brand more visible in search results, upload your videos to your company's YouTube channel. Use SEO tactics to increase the chance of your video content ranking in search. For example:

  • Do keyword research to find terms to include in video titles and descriptions.
  • Write detailed descriptions and include chapters when relevant.
  • Add subtitles to improve accessibility and provide more context for your videos.

Share on social media

Don't forget about your social media followers. Whether you need to promote a scheduled event or you want to distribute an on-demand video, your company's social media platforms are a smart choice.

For example, you can post event registration links on Facebook or LinkedIn to encourage followers to tune in. You can also promote published videos by linking to YouTube videos or uploading short-form video content directly.

In this video, we share 11 ways to promote a virtual event on social media and other marketing channels.

Highlight on your website

Video content doesn't have to exist independently from the rest of your content marketing. Look for opportunities to incorporate video into text-based content.

For example, you can embed how-to videos into relevant blog posts. Or you can repurpose video podcasts or webinars by turning them into blog content.

Pay to advertise

The tactics above involve inbound marketing. They can work well if you have a large email list, a lot of social media followers, or reasonable organic search traffic.

If you want to reach a wider audience or target specific types of customers, consider paid social media or search ads. Livestorm integrates with Google Ads, so you can easily set up retargeting campaigns.

Livestorm for video marketing

To market your business and attract your ideal customer, you need the right strategy and the right software.

From live virtual events to on-demand videos, Livestorm is designed to host engaging events and compelling evergreen content. With Livestorm, you can:

  • Create custom registration pages to invite attendees easily
  • Email your contact list automatically to boost registration
  • Engage viewers with polls, Q&A sessions, and breakout rooms
  • Get more value from content by sharing replays on demand

Video marketing FAQs

How effective is video marketing?

Video marketing can be effective at every stage of the funnel. Consider these numbers:

  • On social media, videos are shared 12 times more often than text and image content combined.
  • 87% of marketers use video marketing to generate leads.
  • 87% of marketers report increased sales from video marketing.
  • 95% of B2B customers consider video important during the decision-making process.

Is video a good marketing strategy?

Video viewership continues to increase, making it an effective medium for reaching potential customers. Worldwide, 3.48 billion people consumed video content in 2023. And over 160 million people watched live video content in the United States alone.

How does video marketing improve SEO?

Including video in your marketing strategy can make your website more visible in search results. Here's how:

  • Google search results often include video content, which can help your website appear at the top of the page.
  • YouTube search results always include video content, which can attract new viewers via the video platform.

What is product video marketing?

Product video marketing focuses on creating promotional content for your company's products. Some types of product videos you can produce include:

  • Product demos
  • Explainers
  • Tutorials
  • Case studies
  • Video ads

How much does video marketing cost?

The cost of video marketing varies depending on three main factors:

  • Types of assets you plan to create
  • Quality level you prefer
  • Number of assets you need

On average, marketers spend $100 to $1,000 on video content. But costs vary depending on the factors above.

  • Brand videos cost $45 per hour for amateur content and up to $20,000 per minute for professional production.
  • Animated videos cost anywhere from $800 to $45,000, depending on the concept.
  • Case studies cost anywhere from $600 (for a freelancer) to $3,000 (for an agency).

Download our Marketing Manager Mindset Report to learn more about how marketers are budgeting for content and planning strategy.

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