shawnVideography January 31, 2018

Video Marketing: How To Succeed in 2018

Online videos are shaping the future of marketing.

With YouTube being the second largest search engine on the web, video marketing should no longer be an afterthought.

But like many companies that we have worked with previously, difficulties arise when they don’t have the right strategy, are unsure of the budget or are not even sure what types of videos to post.

If you are facing the same challenges now and hope to up your video marketing game in 2018, this guide is just for you.

Let’s dive right in.


  1. The ABC’s of Video Marketing
  2. Becoming a Video Pro
  3. Getting Social with Video
  4. The Future of Video Marketing

Chapter 1: The ABC’s of Video Marketing

What is Video Marketing?

Video marketing is the use of videos in your marketing campaigns to promote a company, product or service.

Types of videos include: demo videos, brand videos, customer testimonials, live videos (live streaming), how-to videos, explainer videos, training videos, animated videos, augmented reality videos and much much more!

These videos can vary in length depending on the topics and type of content and will be uploaded to various channels like YouTube, Facebook and Instagram for distribution and exposure.

Why Use Video Marketing?

According to Google, 68% of Singaporeans watch videos daily with another 19% that watch videos weekly.

In addition, these internet users also spend an average of 2 hours a day watching online videos.

With a proper video marketing plan, companies doing video marketing would have access to all these potential customers!

Still not convinced?

Here are some video marketing statistics to perk your interest:

  • Companies recorded an 80% increase in sales when a video was added to a product landing page
  • Studies showed that 80% of users who watched an explainer video subsequently bought the product
  • In terms of ROI, 83% of businesses say that videos provide a good return on investment and advertising spend

With all these reasons to support the benefits of video marketing, the next question is, how do I start?

Chapter 2: Becoming A Video Marketing Pro

Whether you are looking for a video marketing service or plan to do it yourself, you first need to think about your video marketing strategy.

Here are 6 easy steps that you can follow to design a good video marketing strategy:

1. What is my core video marketing strategy?

As with the first step of any marketing strategy, you need to understand what your brand stands for and what problem you want to solve.

At the same time, study your target audience and ask yourself what they care about in their daily lives.

At the point where your brand’s passion overlaps with your audience’s concerns lies something unique to your brand that will help you to earn your fans loyalty.

At the same time, you can also start thinking about micro-moments. Micro-moments are moments when people turn to their devices to either find answers, learn about new things or make decisions. Thinking about these micro-moments will also help you to understand your customer journey.

By taking into consideration all these key pointers, you will be able to define your core message and tone to better engage with your audience.

2.What objective am I trying to achieve?

The obvious objective is often to drive sales and increase revenue at the company. But there are many smaller objectives that you need to achieve before you get there.

Here are some objectives that you should think about:

  • Building awareness – Will people be able to recognize and recall your brand, company or product after watching your video?
  • Influencing consideration – Will people consider purchasing your service or product after watching your video?
  • Calling to action – Will more people call to ask about your services? Will there be more signups on your newsletter?

3. What types of videos should I make?

To determine what type of videos you should create, you can use Help, Hub and Hero Framework:

Help Videos

What is your target audience searching for on regarding your industry? What do they want to learn or find out more about?

Help videos are created specifically to answer questions and address the problems which your target audience may have. These sorts of videos will revolve around how-to videos, demo videos, customer reviews and explainer videos.

The Home Depot identified that its target consumers wanted to learn how to clean a kitchen, so it designed a video to address this topic and included many useful cleaning tips.

Hub Videos

The videos developed here are done on a regular basis and aimed at giving a fresh perspective on your audience’s pain points. They are also designed to inspire loyalty towards your brand.

These videos typically are training videos and product tutorials.

Clicknetwork has a fantastic hub of content where they talk about cosmetic products, life hacks and basically everything that is trending.

Hero Videos

What videos do you want to push to a broad audience? How do you want to portray your brand?

You can think of these as your attention-grabbing videos. Hero videos are less frequent than the hub and help videos and are more polished and professional.

One of the most famous hero videos of all time is the video by the Dollar Shave Club. In a short 1 min and 33 secs, you will learn all about what the company has to offer, its differentiating point and what makes it so great.

Launched only in 2012, the video went viral and has since garnered over 25 million views.

4. What are the resources available to me?

You need to be critical of want you want to achieve with your video marketing campaign and how you want to achieve it.

You might want to create incredibly “whao” videos but without the necessary video production experts and a big video marketing budget, it is going to be hard to do so.

On top of the costs that are involved, you also need to consider who will develop your video marketing content.

You And Your Team

If you plan to create content on a regular basis but have a low budget, you and your team can develop the videos yourself. Of course, you still need to ensure that the videos maintain a certain level of quality so going for a few video production courses will help.

Video Production Companies

You can also work with video production companies to develop the videos for you. This option is more expensive, and a typical video can go as low as $1,000 to as high as $100,000. But of course, you get what you pay for. If you are looking to create a single, impactful video, working with a professional video production team will be a beneficial option.

Bloggers and Influencers

The last option would be to work with bloggers and influencers to create and promote your videos. Working with Vloggers will give you access to their existing viewers and at the same time help you to promote your video content.

5. How should I promote the video?

Recording a video and publishing it online isn’t enough anymore.

With 300 hours of videos being uploaded on YouTube every minute, you need to strategically promote your video if you want it to be seen.

From simple strategies like optimizing your video thumbnail to adding call to actions within your videos, these strategies will encourage people to like, share and comment on your video.

More advanced strategies include using press releases to contact bloggers, editors, reporters and producers. This will help to generate media coverage on your video as well as in blogs that cater to your target audience.

You can also put some budget behind your video and promote it on social media platforms like Facebook, Twitter and YouTube.

For more video marketing promotion ideas, you can take a look at the following guides:

6. How should I monitor my video marketing campaign?

The same way that you track KPIs for other marketing campaigns, you will need to review your video analytics to determine your return on investment.

The metrics to monitor your campaign ties in heavily with the initial objectives of your videos.

Here are some common KPIs which you can use to monitor your video marketing campaign.

Chapter 3: Social Media Video Marketing

Even though YouTube is the second largest search engine online, Facebook is catching up fast with about 4 million daily streams. And this number is expected to increase even further.

Facebook isn’t the only social media platform that is using video to grab people’s attention. The latest trends show that YouTube, Instagram, Snapchat and Twitter are not far behind either.

From these trends, you can see that video is clearly grabbing the attention of consumers on social media platforms.

With all that being said, the next step is to understand how these social media platforms differ and what are the specific video marketing best practices on social media channels like YouTube, Facebook, Instagram and Snapchat.

1. YouTube Video Marketing

The grandfather of online video content, YouTube already has a mass library of video content. To break through the noise,  you need to use the right tools and techniques to engage with your video viewers.

YouTube is one of the best video marketing platforms for DIY videos, how-to videos, video tutorials and explainer videos because these videos will take priority on the Google search engine results for these types of keywords.

Using the right keywords to optimize your video’s titles, tags and descriptions will make them more discoverable and increase the number of views on your videos.

Here are some other YouTube video marketing tips courtesy of FortuneLords and Buffer

  • Ideal length of a video on YouTube is less than 5 min. If you are planning to increase the length, the content in the video should be highly engaging
  • The first 3 – 10 secs needs to be engaging. This is because 20 – 25% of viewers watch less than 10 seconds
  • The best place for a call to action (CTA) on a YouTube video is the 30-second mark
  • Add captions to your video! YouTube videos may see 40%  more views with captions/subtitles

2. Facebook Video Marketing

Because of the higher engagement (likes, shares and comments) rates that videos are providing, Facebook has been putting a lot more emphasis on its video content which explains the higher frequency of videos appearing in your newsfeed.

With Facebook being a very social platform, thinking about how to make your video more shareable when planning and creating a Facebook video will help increase the number of views for your video.

Facebook also has an enormous amount of consumer data and this makes it an incredible marketing machine.

If you are an ice cream shop in a small neighbourhood, you can spend money to advertise your videos to people who love ice cream, people around your neighbourhood or even people with kids.

This will immediately help to your video to reach your desired target audience.

Here are some other Facebook video marketing tips that you can easily use:

  • Facebook’s news feed algorithm places a significant emphasis on Live videos so include live broadcasts whenever possible.
  • Use “square” or 1:1 format. Studies show 1:1 outperforms landscape videos by 30-35%
  • Add captions to your video! 85% of videos are viewed on Facebook without sound

3. Instagram Video Marketing

When Instagram first introduced videos, more than 5 million videos were shared within the first 24 hours. Instagram Stories was launched in 2016 and already has more than 250 million active daily users.

These stats are a great sign for brands and show that Instagram is an incredible place to gain exposure and engage potential consumers.

The tricky part about Instagram video marketing though is you only have 60 seconds to explain your product or service and grab the attention of your audience.

On a social platform where people like and share beautiful photos and videos, writing long captions would not work as well.

To be successful on Instagram using video marketing, here are some tips and tricks which you can apply:

  • As links cannot be included in videos, ensure that your Instagram bio is filled up and that you include a link to your main site

  • Don’t rely on sound, Instagram videos don’t autoplay sound so your visuals need to deliver the full impact even if it’s on mute
  • Posting with at least one hashtag helps to get 12% more engagement, use those hashtags wisely
  • Take advantage of the endless loops to make your video more interesting and captivating (Gap did a wonderful job doing this)

4. Snapchat Video Marketing

In 2016, users were watching an eye-popping 10 billion videos a day on Snapchat. Snapchat was able to grow and engage audiences because of its many innovative features.

Cool features like filters, text, Bitmojis, geofilters and face swaps have made videos more engaging and is definitely something that you should include in your Snapchat video marketing arsenal.

As compared to Instagram videos, Snapchat videos tend to be shorter, light-hearted and rawer. That is why Brands tend to use Snapchat to record product launches, events and behind the scenes footages.

Here are some Snapchat video marketing tips that you can use to be more engaging and active on this channel:

  • Add text and drawings to your video! 33% of videos are viewed on Snapchat without sound
  • Support an account takeover. This is when you allow a Snapchat influencer to take over your account for a certain period of time. It is an effective way to build followers and increase brand awareness

Chapter 4: The Future Of Video Marketing

In the past few chapters, you have learnt the benefits of video marketing, how to create a better video marketing strategy and also the methods to promote them on social media.

But that is definitely not all there is to it!

With the advancement of technology in terms of software and hardware, many other video marketing trends have started to emerge.

We are not sure how fast these trends will move in 2018 and beyond but they are definitely something that you should look out for!

1. VR Videos

Did the video get your heart pumping? Because it definitely made our hands sweat a little.

The immersive experience virtual reality videos provide gives your viewers a completely new experience. It may not be the same as riding the actual roller coaster but it is definitely the next best thing.

With a simple VR Camera, all these can be made possible.

2. Interactive Videos

Put simply, interactive videos allow your viewers to interact with a video content. Instead of only pausing, stopping or playing, you are able to create your own timeline of videos.

With this format of videos, you can create a story to let people interact more deeply with your brand, present your product with interactive demos, or even tailor content to specific groups of people.

Over To You

We put in a lot of work into the guide and we hope you enjoyed it!

Now we would like to hear what you have to say.

What is the #1 video marketing challenge you are facing and how do you plan to overcome it?

Let us know by leaving a comment below.


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