.svg)
.svg)
If it feels like you’re seeing more videos online lately, it’s not just your imagination. This powerful format has become the go-to marketing tool for businesses across industries. Companies like HubSpot and Forbes create informative webinars on topics like artificial intelligence (AI) and career development. And, if you spend time scrolling on social media, you’ve probably come across delightfully absurd skits from brands like Duolingo.
As more customers spend time online, video marketing has become one of the most effective ways to promote brands. According to a 2024 Kaltura report, 98% of marketers have seen a positive return on investment (ROI) from video marketing, and 71% invested more in this channel during the previous year.
There’s no time like the present to take advantage of this trend with video-first marketing. By placing videos at the heart of your marketing campaigns, you can drive sales and connect with your customers more effectively. But how can you create compelling content? Our practical tips will help you get started and reach the right audience.
What Is Video-First Marketing?
As the name suggests, video-first marketing focuses on using video content to engage customers across channels and throughout the buyer’s journey. In this approach, video isn’t just an add-on or an occasional side project. It’s the focal point of your marketing campaigns.
Video-first marketing caters to customers’ changing preferences. A 2022 survey found that users spend an average of 19 hours a week watching online videos — the equivalent of a part-time job! Producing video content lets you meet your audience where they are.
Video has also become a central tool for thought leadership. Lindsay McGuire, the Associate Director of Content and Campaigns at Goldcast, explains, “Video allows you to create authoritative content at scale. You can capture thought leadership on video and then efficiently repurpose it across content types and platforms.”
Plus, video tends to be more engaging than traditional marketing methods. After reading a blog post or white paper, you may not feel inspired to write down your thoughts or share them with a friend. But great videos can spark hundreds of comments and reposts. It's not just about getting attention; it's about building a sense of community.
How To Get Started With Video Marketing
If you’ve only ever filmed short videos of your family or pets, video marketing can seem downright terrifying. You might wonder if you need to invest in high-tech equipment or if you’ll get stuck editing for weeks.
Don’t worry. As McGuire points out, technological advancements have made creating video content much more accessible. “Nowadays, so many barriers have been removed from the technology, social media, and distribution sides,” she explains. “Choose one area where you want to make an impact with video and decide which format you want to lean into. Then, start with just one thing.”
Ready to take the leap? Set yourself up for success with these simple strategies.
Understanding the Buyer’s Journey
Video is an incredibly versatile tool that can provide value at every stage of the buyer’s journey. Analyze all the touchpoints where customers interact with your company, and consider how you could use video to address specific pain points.
During the discovery phase, for instance, you could create explainer videos about your product’s features and applications. Meanwhile, potential customers in the decision phase may appreciate video testimonials from satisfied clients. It's all about keeping leads engaged at every step.
Planning Video Content
Even brilliant marketers can run out of ideas if they’re constantly creating videos from scratch. The good news? You don’t have to start fresh every time. AI video generators like invideo and Sora allow you to easily convert existing text like blogs to video.
Additionally, McGuire recommends having a repurposing plan before creating original video content. “If you’re using a podcast, webinar, or a large virtual summit as your source video content, plan ahead for what you want to repurpose from that event,” she advises. “Then, you can craft your content with that goal in mind.”
This might involve planning “Instagrammable” moments you can easily repurpose into short-form videos. With this approach, an hour-long webinar could give you a week’s worth of social media content, saving time.
Leveraging Social Media and YouTube
Sharing video content on social media is one of the most effective ways to reach your target audience. After all, customers are far more likely to open Instagram or TikTok than to visit your website.
As McGuire observes, YouTube remains a largely untapped space for B2B marketing. “It’s a brilliant place to go because your competition is probably barely limited right now,” she remarks. By posting long-form videos on the platform now, you can build a following before your competitors arrive.
Adding YouTube-hosted videos to blogs can improve search engine optimization (SEO), too. McGuire notes, “If you have a YouTube video with the target keyword word in it, you’re giving more signals to Google that your brand is an authority on the topic.” The result? Your content will have more visibility in the search results, driving traffic to your blog.
Meanwhile, social platforms like LinkedIn and TikTok are perfect for sharing casual, real-life videos. “The power of video is the ability to be authentic," McGuire explains. "You can show off your personality both as a person and as a person who represents a brand."
Optimizing Content for Various Platforms
Effective repurposing involves more than copying and pasting the same content across channels. As McGuire observes, “Certain things might resonate better on LinkedIn versus TikTok versus YouTube.”
For the best results, adapt your approach to each video platform’s expectations. Polished product demos may perform well on YouTube but flop on Instagram and TikTok. That's because those users typically prefer authentic, unfiltered videos. For example, Toyota Global uses YouTube to share long-form videos about its corporate social responsibility efforts, while the Toyota USA Instagram focuses on short, action-packed reels.
Creating Engaging Video Content
Developing video content marketing ideas is only half the battle. You also need to create videos that your audience will actually watch. Here are a few ways to make that happen, even without a background in video production.
Importance of Visual Narratives
The best videos have powerful visuals that linger in the viewer’s mind. Focus on capturing authentic imagery that reflects your brand’s persona or evokes emotion. For instance, if your business's mission includes community service, you could share heartwarming videos of your team volunteering.
Pay attention to who gets the spotlight in your content, too. “If all of your speakers look exactly the same, you have an issue,” McGuire says. “Your videos should reflect diversity of background, thought, and industry. That way, you can connect with a larger group of people.”
Invite team members to share their unique perspectives in your videos. This might involve featuring thought leadership or behind-the-scenes looks from employees with diverse backgrounds.
Tools and Infrastructure for Video Production
Choosing the right tools can significantly streamline your video marketing efforts and reduce frustration. Experiment with different video editing software, such as Adobe Premiere Pro and DaVinci Resolve. These tools allow you to edit footage, design animations, and more. AI-powered tools like Goldcast can also help you edit and repurpose videos quickly.
The proper infrastructure will also speed up production. You don’t have to spend a fortune but at least invest in a quality camera, microphones, and lighting. Even buying a smartphone with a nice camera can make a big difference. That way, you won’t have to constantly re-record muffled audio or race around the office looking for a well-lit location.
Understanding the Types of Video Content
One of the best things about video marketing is that you’re not locked into a single format or style. There are many types of video content to choose from, such as:
- Animation
- Case studies
- How-to videos
- Live streams
- Short-form videos for social media
- Podcasts with video
- Product tutorials
- Webinars
Consider your intended audience and purpose when deciding what kind of video to make. Chewy, for instance, targets new owners with how-to YouTube videos about caring for and training pets. Meanwhile, the company’s TikTok account often shares short meme videos aimed at Gen Z and Millennial users.
Strategies for Effective Video Distribution
If you want your video-first approach to success, you need the right distribution plan. As McGuire puts it, “You can create and create and create, but if no one’s listening, watching, or engaging, then what’s the point?”
So, how can you make sure your audience sees your videos? Start planning early. “You need to know where your audience is and understand where the trends are going,” McGuire advises.
Research your audience’s preferred channels with surveys and other methods. Then, tailor your content accordingly. You can also use a combination of organic and paid distribution methods to reach more customers. For example, Meta ads let you push promo videos and other content to specific audiences, which can help you rack up views quickly.
Scheduling With a Video Content Calendar
Plan out your monthly distribution with a video content calendar. You can design this schedule by hand or use one of the many free templates available online.
Aim to share a mixture of content each week to engage a broad audience. You might post short-form videos on social media daily, while also publishing a long-form client testimonial on your website every Monday. This approach will keep your content feeling fresh and expand your reach across multiple channels.
Unlocking the SEO Benefits of Video Content
People often assume that SEO only matters for written content, but search engines also index and rank videos. As McGuire observes, “Organic search is already favoring video, just like users prefer this content.” By optimizing your videos, you can improve your ranking on the results pages.
Always use descriptive titles and captions for your videos. This text will help both search engines and visitors know what to expect. Accurate categorization and hashtags will make your content easier to find.
Adding relevant keywords will also help search engines understand your content better. If you’re writing a YouTube video script, for instance, sprinkle relevant keywords throughout the content. Transcripts can also improve your content’s discoverability.
Engagement is another factor that search engines consider, especially on social media. Experiment with various methods to encourage your audience to interact with your content. Why not try creating interactive polls? Or ask users to comment on a hot-button issue in your industry. The higher your engagement, the more likely your content will show up in user feeds.
Analyzing Video Performance
It’s not always easy to measure the success of video-first marketing strategies. Sure, your content might get dozens or even hundreds of views, but does that mean you’re achieving your goals? Here’s how to find out.
Key Metrics To Track
You don’t need to guess whether your video content is performing well. By monitoring key performance indicators (KPIs), you’ll gain hard data that you can use to measure progress over time.
Start by tracking these essential KPIs:
- Conversion rates
- Engagement rates (comments, reposts, etc.)
- Number of views
- Number of unique users
- Retention rate
- View-through rates (how many people watch the entire video)
Many platforms have built-in analytics tools to gather this data. For example, Instagram provides detailed insights for business accounts, allowing you to track audience demographics and other metrics.
Adjusting Strategies Based on Performance
Tracking KPIs helps you understand how audiences interact (or don’t interact) with your content. From there, you can tweak your strategies or change course entirely if needed.
For instance, if a video has hundreds of views but only a 10% view-through rate, you’re not maintaining user interest. Writing more engaging scripts or shortening the length could improve engagement. Or maybe you’re not reaching the right audience, so you need to change the distribution channel.
Remember that bad performance data is an opportunity to improve, not a reason to abandon your video-first approach altogether. With adaptability and patience, you can achieve your goals.
Get Valuable Insights on Implementing a Video-First Strategy
As customers spend more time online, video has become a must-have tool for engagement. With the right content and a thoughtful strategy, you can build brand awareness and usher your leads through the buyer’s journey.
Are you looking for more actionable tips for video-first marketing? Check out our webinar, “Lights, Camera, Content!” for more sharp insights from McGuire.
