Video content marketing isn't exactly a novel concept. Businesses have been using video advertisements for decades. 

However, with the rise of digital marketing and social media, the use and importance of video content marketing have grown significantly in recent years. 

In fact, 91% of brands use video as a marketing tool now. Video has made its way into social media platforms, email marketing, website content, and personalized communication. 

But what exactly is video content marketing? And why is it predicted to be even more crucial in the future? Let's dive in and explore.

What Is Video Content Marketing?

Video content marketing is the process of using video to promote your product, service, or brand. It's as simple as that. You have to plan, create, edit, and then subsequently share video content to reach your target audience. 

The goal could be to engage, inform, educate, or persuade your audience. Ultimately, you want to attract customers and drive conversions.

For example, Mailchimp, an email marketing platform, created a YouTube video to showcase its SMS marketing features. 

Similarly, Charlotte Tilbury uses this bridal makeup video tutorial to market its products. 

Video marketing isn't limited to YouTube. It also extends to other platforms like Instagram, TikTok, X, brand websites, Pinterest, and Snapchat. 

These video content marketing examples indicate how video marketing can creatively promote a brand and its offerings. As you can see, Charlotte Tilbury's video tutorial isn't explicitly asking you to buy the company's products. 

Instead, it shows you how the products work and what results to expect. Seeing the product in action, potential customers are more likely to trust and consider it.

Benefits of Video Content Marketing 

Here are four notable benefits of video content marketing:

1. Higher Social Media Engagement 

A research study found that news articles with videos tend to get more engagement. The same is true for other mediums, too. 

Video content is much easier to digest than its textual counterpart. It's also more interesting than static pictures. 

Brands can use this to their advantage by including videos in their social media posts. For example, Dr. Miami, a TikTok-viral cosmetic surgeon, gets over a million views on most of his videos. 

The high traffic eventually leads to more bookings and revenue. 

2. Improved Brand Awareness 

Video content marketing also enhances brand awareness. For instance, you can create the following types of videos to showcase your brand: 

• Brand story videos 
• Product demos 
• Behind-the-scenes videos 

When presented creatively, these videos surely leave a mark on your target audience. One of the best video content marketing examples in this regard is Michigan State University. 

The university's Instagram page is dedicated to showcasing what makes MSU a unique place to study. They use video content, such as life on campus and event highlights, to give potential students an insider's look. 

That's why the university has over 245k Instagram followers. 

3. Website Traffic 

Your video content marketing strategy can also include cross-platform promotion. You can share your videos on social media and add a link to your website. 

For example, if you create a video about a certain product, you can add a link to its sales page on your website underneath the video. 

That's what Zapier does with its video ad on YouTube. The copy, ''no coding required'' acts as a hook for the viewer to click on the video ad. The ad is also accompanied by a ''Sign Up'' button, which takes the viewer to the website. 

4. Mobile User Targeting 

A survey from Google found that 55% of customers use their phones to watch videos when they shop in stores. Respondents said that videos help them decide if the product is worth it. 

You can take a mobile-first approach to your video content marketing strategy. It could include creating mobile-friendly videos that are tailor-made for smaller screens. 

For example, you can create brief how-to videos for your product. If you offer a service, you can create video testimonials for it. Likewise, you can create video ads for mobile viewing. 

Benefits Cosmetics makes quick 20-second tutorial videos on how to use its products for Pinterest. These videos appear in 9:16 format, which is perfect for mobile viewing. 

Types of Marketing Videos 

Let's take a look at some video content marketing ideas below. 

1. Demo Videos 

A demo video shows your target audience how your product works. For a SaaS tool, this could be a walkthrough of the features and how to use them. 

For example, Canva created a demo video about its Magic Studio. The video introduced Canva's new AI features and how they can help creators. 

For physical products, it could be a demonstration of how the product works. For example, Dyson has a demo video on how to use its V11 cordless vacuum cleaner. 

Demo videos are meant to be educational rather than promotional. They should show people how to use your product or service. 

2. Event Videos 

If your brand hosts events, you can also create videos around them. For example, if you have an annual conference, you could film the keynote speeches and create highlight reels. 

An example is how Meta has uploaded the Meta Connect 2023 keynote on YouTube. 

Event videos can be used to promote future events or recap previous ones. They can also showcase testimonials from attendees, giving potential customers a sense of what to expect at your events. 

Some events you can create videos for include: 

• Trade shows 
• Conferences 
• Product launches 
• Seminars 
• Charity events
• Webinars
• Virtual events

Pro Tip: Upload full-length or longer versions of event videos on YouTube, and use shorter snippets or highlights on social media. 

3. Brand Videos 

Every company has a mission and some values. Video content marketing is a great way to convey these messages to your audience. 

For example, Bachem has a video on their YouTube channel in which the CEO introduces the company. 

Apart from this, you can also create videos to show what you stand for. An example is H-Hotels. They have created a YouTube video in which they describe their mission. 

4. How-to Videos 

How-to videos are sort of an extension of your demo videos. They provide a step-by-step guide on how to use your product. 

Suppose you have a project management tool. Its features include creating tasks, assigning them to members, setting deadlines, and an analytics dashboard to measure performance. 

You can create individual how-to videos for each feature. Provide clear instructions and visuals. 

For example, SEO Minion, an SEO extension, has a full playlist with how-to videos for each of its features. 

5. Animated Videos 

Another type of video that you can use in B2B video content marketing particularly is animated videos. They are a great way to explain complex concepts in a simplified and engaging manner. 

For instance, Dropbox has an animated video on how to build your future with the tool. 

6. Customer Testimonials and Case Studies 

Not everyone likes to read a 2-page long case study. Instead, if you create a video showing the results and benefits achieved by your customers, it can be more convincing. 

Customer testimonials are also powerful B2B video content marketing tools. They showcase real experiences and satisfaction of your customers with your product or service. 

For example, Chew uploads customer video testimonials to show that pet parents are happy with their services. 

You can do the same with case studies, too. Suppose you create a student information management software for educational institutions. Your case study could indicate how your product reduced the workload of teachers and increased efficiency. 

HubSpot uses video to showcase its case studies. For example, here's a case study for a business that achieved a 90% adoption rate after using HubSpot's services. 

Just make sure your case study video is well-edited and concise. 

How To Do Video Content Marketing? 

Getting started with video marketing isn't as intimidating as it seems. Here's how to get it right. 

Step 1: Identify Your Audience 

Who are you creating videos for? Identifying your audience will help you decide which platform to use, the tone of your videos, and the type of content you should create. 

For example, if you're targeting teenagers, TikTok and Instagram will be your pick. Boomers and millennials are more active on Facebook and YouTube. Similarly, you can reach professionals on LinkedIn. 

Step 2: Set Objectives 

You should have a clear idea of what you want to do with your videos. 

Do you want to increase brand awareness? Drive traffic to your website? Generate leads and sales? Educate your audience? 

Once you have a clear goal in mind, it'll be easier to create targeted videos. 

Step 3: Determine the Type of Video 

Here are some popular options for YouTube: 

• Product demos and tutorials
• Testimonials and case studies
• Behind-the-scenes footage 
• Q&A sessions or interviews 
• Virtual events 
• Webinars 

The following videos do well on social media: 

• Short and snappy videos that grab attention 
• How-to or DIY videos 
• Personalized messages from the company's employees 
• TikTok trends or dances  
• User-generated content 
• Sneak peeks or teasers (for new collections or product launches) 
• Live video streams 

Choose which types of videos are most suited to your objectives and audience. 

Step 4: Select Video Marketing Tools 

You could just pick up your phone and start recording, but some tools can help you create more professional-looking videos. 

Here are a few helpful video content marketing tools: 

• Video Editing: These tools will help you edit your videos and add effects, transitions, filters, background music, and text. Some examples include Adobe Premiere Pro, Final Cut Pro, Clipchamp, iMovie, and InShot. 
• Screen Recording: You can record your computer screen to create tutorials or presentations using tools like Loom, Camtasia, or OBS Studio. 
• Animation: As mentioned earlier, animated videos can be pretty engaging. Use tools like Powtoon, Animaker, Blender, or Moovly to create these videos. 
• AI Video Makers: AI tools can help create videos from existing templates or even generate new ideas. You simply need to input a text prompt. Some hand AI tools for video generation are Colossyan, Synthesia, D-ID, Elai, Hour One, and HeyGen. 

Step 5: Create Videos for Different Platforms 

Now, you can start creating videos for each platform. If you plan to do this in-house, you'll have to hire: 

• Video content strategists
• Videographers 
• Actors and voiceover artists 
• Scriptwriters 
• Video editors 
• Project managers 

If you already have a team, you're golden. Otherwise, you can work with a video content marketing agency. Video content marketing services are equipped with everything you need to churn out high-converting and impactful videos. 

For example, you can count on Indirap to supercharge your brand's visibility with video marketing. From sales and marketing to brand awareness, Indirap's professional team can handle all your video marketing needs. 

Step 6: Monitor and Adjust 

Don't simply create a video strategy once and call it a day. Keep an eye on how your video content is performing on each platform. 

If you're not getting the desired results, tweak your strategy. For example, you could increase or decrease video lengths, add subtitles, experiment with different video formats, and so on. 

Most video marketing tools have built-in dashboards where you can see all this data. 

Also, industry video content marketing statistics should be taken into account. For example, Wistia's Video Marketing report found that 61% of companies struggle to make more video content due to bandwidth and time constraints. Some other hurdles include technical ability, resources, and team size. 

The same report also found that small businesses create 15 videos per month on average compared to 84 for medium and 118 for large companies. 

These video content marketing statistics tell you two things. One, it shows how many videos other contenders in your niche are creating. You can keep this average as a benchmark for your video strategy. 

Two, it shows how behind you could be if you don't ramp up your video marketing. A solution could be to work with a video marketing agency. 

Conclusion

Video content marketing is expected to be even bigger going forward than it is today. So, whether you're just starting or have been doing video marketing for a while, there are always ways to improve your strategy. 

Consider the tips in this article and keep experimenting with different types of video content to see what works best for your business.