With the rise of platforms like LinkedIn, Facebook, YouTube, TikTok, and Instagram, video content is more accessible and impactful than ever. If you want to be noticed, you need to get in the game.
However, video marketing has become overly complicated. Questions like:
"What do I make?"
"How do I make it?
"How often do I post?"
have marketers stalling, thinking, and planning instead of doing what they should be doing—creating and posting a lot of content.
We created this video marketing guide based on years of experience in actual video marketing. We know the types of videos that bring results, how to make them, and the strategies you need to achieve your goals in the competitive 2024 landscape.
Keep reading, and by the end of this guide, you'll know:
- What is video marketing: Learn what it is and why it is so important.
- How to create a video marketing strategy: Understand why you are using videos in the first place.
- Distribute and measure videos: Learn where and how to distribute your videos and how to track results.
- Learn about different types of videos you can use: Get examples that show you exactly what you could be making.
- Create all the videos you need: Discover methods to create on-brand, impactful videos at scale.
Let's dive in.
What is video marketing?
Video marketing involves integrating video into your current marketing strategy to promote your brand, products, services, or key messages. It's the same as how you use blog posts, product information, and ebooks, but with video as your medium.
In today's digital age, video educates your audience more effectively and significantly boosts engagement across social media and digital platforms.
Further reading: The power of video content marketing in today's digital landscape
Why is video marketing important in 2024?
Here are a few reasons why having video in your marketing strategy in 2024 is so important.
Consumer preference
People prefer consuming video over other types of content. The video marketing statistics speak for themselves – video consumption has exploded in recent years and is causing a noticeable shift in audience preferences towards video compared to other formats.
- People watch an average of 17 hours of online videos per week.
- On Twitter, tweets with video with 10 times more engagement than tweets without video.
- On LinkedIn, video get 5x more engagement that normal posts.
- Over 500 million users watch Facebook videos each day.
- 87% of Instagram users take action after viewing a video ad.
- Around 54% of consumers want to see more video content from brands or businesses they support
For businesses, this represents a huge opportunity to connect with their audience in new and exciting ways, and to make a lasting impression that drives engagement and boosts brand recognition.
"In less than a decade, video has gone from being an extravagance to something that the audience demands in every situation." - Fredrik Strömberg, CTO at Storykit
Positive ROI
The impact of video marketing on businesses is hard to overstate. From driving traffic and boosting engagement, to increasing brand awareness and generating more leads and sales, video marketing can help businesses achieve their goals more effectively than other forms of marketing.
- 96% of video marketers say video marketing has increased user understanding of their product or service.
- 95% say video marketing has helped them increase brand awareness.
- 91% say video marketing has helped them increase traffic.
- 90% say video marketing has helped them generate leads.
- 87% say video marketing has helped them increase sales.
- 87% say video marketing has increased dwell time on their website.
- 53% say video marketing has helped them reduce support queries.
- 92% say video gives them a good return on their investment.
Further reading: Navigating top video marketing challenges [What I wish I knew earlier]
Tips to create a successful video marketing strategy
Creating a video marketing strategy can seem daunting, but it boils down to a few key steps. When your manager asks, "What's your strategy?" they're essentially asking, "What are you making and why?" and "What's the goal?".
Let's break it down with these video marketing tips.
1. Set your goals
Setting goals can be stressful. but it’s easier than it sounds. Your video marketing strategy should align with your existing marketing strategy—just in video format.
Here are some example goals:
Goal: Improve understanding of your products and services
Create videos addressing the problems your products or services solve and post them on social media.
Goal: Build brand awareness
Produce videos using key messages and strong branding, and share them on social platforms to increase reach.
Goal: Grow LinkedIn followers
Post engaging videos regularly to grow your LinkedIn following, which may also be an outcome of improving product understanding and brand awareness.
You can also have more specific goals, such as:
Goal: Increase event sign-ups
Create and share videos promoting your upcoming event to drive registrations.
Having your video strategy fit into your current marketing efforts makes it easier to get started and also create the videos you need, which we'll go into next.
2. Create your videos
Now that you have your strategy in place, it's time to start making videos. Many people get stuck here because they don't know which types of marketing videos to make, but this is our favorite part—and where we can make your life so much simpler.
When it comes to video content creation, you don’t need to start from scratch. In fact, you shouldn't.
Our best tip in this entire article is to repurpose your existing content into videos for social media.
Think about all of the amazing written content that you already have:
- Web pages
- E-books
- Sales decks
- Etc.
You've already done the hard work. You have your product information, unique selling points, and a deep understanding of your audience's pain points.
Now, all you need to do is transform this content into video.
By building on familiar ground, you can make the transition to video marketing smoother and more effective and eliminate unnecessary work.
Think of it as giving your existing content a new, dynamic form.
A successful video marketing strategy should not be viewed as a standalone component but as an integral part of your overall marketing efforts. By incorporating video into your existing strategies, you can enhance engagement, reach a broader audience, and create a more memorable and effective brand presence.
Further reading: Want results? Add videos to your marketing funnel
3. Distribute your videos
Once you have your videos, the next and MOST IMPORTANT STEP is distribution.
To succeed in video marketing, especially on social media, you need to:
Post and distribute a large volume of videos.
Your audience is scrolling through social media multiple times a day. And this is not because they want to revisit the same things they saw this morning. They are looking for fresh new, engaging, informational content. Give them what they want by making a lot of videos and distributing content all the time.
Our golden rule is one subject + one target audience = one impactful video.
This rule will not only keep you from overwhelming your audience, but it will make it easier for you to create a ton of videos to distribute.
In addition, the digital space is crowded with content marketing. To stand out, you need to post frequently and consistently.
Don’t be afraid to share the same messages repeatedly. Repetition ensures your content reaches more people and reinforces your brand message.
"You are competing with a lot of content, and you need to not be afraid to post a lot and the same stuff over and over again. This is the only way you'll make an impact." - Heidi Bordal, Community Manager at Storykit
Still aren't convinced? Here are 11 reasons why you should be creating more video.
4. Measure your results
Measuring results is crucial for improving your content, but don't get too caught up in individual video performance, especially at the beginning. Just because someone didn't like your video doesn't mean it didn't have an impact.
Measuring for organic impact
If you're aiming to grow organically, focus on metrics such as the number of followers and total impressions of all videos. It's the collective number that matters when it comes to organic growth.
Measuring for paid impact
For paid campaigns, you can conduct more detailed testing, such as A/B testing different video concepts to see which ones achieve the longest retention times.
Experiment with different topics, change up your background assets, or try new opening hooks to grab attention. Each variation is a chance to learn more about your audience’s preferences.
This can also reveal what your audience enjoys and help shape your organic posting strategy, ensuring your content is consistently engaging.
Further reading: Winning strategies for full-funnel social media video ads
How to create professional on-brand videos in-house
If thoughts of editing software, video cameras, voice recording, scriptwriting, big budgets and project timelines are crowding your mind, it's time to clear the clutter.
Video creation today is about simplicity and accessibility, not technical overload.
Remember, when it comes to video marketing in 2024, you are going for volume, and the best way to achieve that is by using the content you already have.
With tools like Storykit, you can easily create branded video content that resonates with your identity without specialized skills and extensive editing knowledge.
The process is straightforward:
1. Start by gathering your existing content, whether it’s text from blog posts, reports, or social media updates (or anything else we mentioned above). In Storykit, this text becomes the foundation of your video. Just paste your text, select your desired video style, and the AI does the heavy lifting. It generates a concise, impactful script and crafts a complete video using your text, supplemented with suitable transitions, music, and visual assets.
2. Worried about losing creative control? There's no need. Storykit offers the flexibility to tailor every aspect of your video. You can replace stock assets with your own footage, which looks incredibly professional when integrated into the platform. Adjust the script as needed, or if you prefer, bypass the AI altogether and craft your video from scratch.
3. Export your video in the size you need for each platform. If you create a video explaining your product or service's key selling points, then you will probably want to put it on your website's product page to add value, and then post it on LinkedIn and Facebook (your main social platforms). So that is three different sizes that you need. No problem just export it in the right format for each platform with no additional editing or resizing.
Remember, the primary goal of video marketing is to convey your message more effectively. It's about enhancing what you already know and presenting it in a more engaging, dynamic format. With tools like Storykit, professional-quality video production is now accessible and straightforward, allowing you to focus on what matters most – your message.
Video inspiration
Here are some examples of the types of videos you could make for your video marketing strategy. We made them just by repurposing content that we already had.
1. Homepage → video
2. About us page → video
3. Product overview → video
4. Blog key takeaways → video
5. Case study → video
Want to see more? Check out all 22 videos here.
Video marketing success stories
Here are some video marketing success stories to help inspire your own strategies.
Waybler's video marketing success story
Waybler focused on driving brand awareness on LinkedIn through high-frequency video posts. Repurposing website content into various videos, they committed to consistent posting. This strategy led to significant growth in reach and engagement. They found that frequent posting generates more total views from multiple videos compared to a single, powerful video. Waybler's approach proved that consistent, high-volume video content can effectively boost brand visibility and engagement.
→ Read the full Waybler case story here
Canon's video marketing success story
Canon aimed to make their products more emotionally engaging and improve their employer brand to attract talent. They tackled the challenge by leveraging video to tell their story and evoke emotions quickly and effectively. As a result, Canon significantly amplified their video production, leading to a notable surge in audience engagement and a stronger connection with their brand philosophy of "Kyosei," which means "living and working together for the common good."
→ Read the full Canon case story here
convey complex information better
Almi's video marketing success story
Almi, a Swedish business development company, aimed to maintain an active presence on social media by reaching the right people with the right message. They faced challenges with traditional video production methods, which were costly, time-consuming, and complicated. By shifting to in-house video production, Almi significantly increased their output, creating one video daily.
This consistent production rate led to a noticeable increase in engagement, especially on Facebook, and allowed them to better convey complex information. The success of this approach encouraged Almi to teach video production across their organization, further enhancing their communication strategy
→ Read the full Almi case story here
The future of video marketing is bright
Video content is set to play an ever-more important role in businesses’ marketing strategies in the years to come. By understanding the importance of video marketing, and by following the tips and strategies outlined in this article, businesses can create engaging and effective video content that drives long-term growth and success.
