What is video marketing, and why has it become a must-have in every marketer’s playbook?
Today’s audiences crave more than just text; they want dynamic, engaging content that speaks directly to them. Video marketing delivers exactly that.
It helps brands break through the noise, build stronger connections, and drive real results across platforms.
With the right strategy, video marketing can humanize your brand, spark action, and turn passive viewers into engaged customers across every stage of the buyer journey.
In this guide, we’ll answer the big question: What is video marketing? — and explore why it matters. We’ll also explore the types of video content that work and how to craft a winning video strategy that aligns with your goals.
Ready to make your marketing strategy more dynamic? Let’s get started.
Video marketing is a digital strategy that uses video content to promote a product, service, or message. It helps brands build awareness, establish trust, and connect meaningfully with their audience.
Several forms of video marketing content can be used, including educational, entertaining, or persuasive.
But whichever you end up using, the goal is to create engaging content that resonates with your audience and generates clicks, shares, and purchases.
Instead of just showcasing a product, different video marketing approaches can help you tell a story that your audience can connect with. Here are the types of videos you can use:
These diverse approaches can be strategically deployed and optimized across multiple video platforms, such as YouTube, Instagram, TikTok, LinkedIn, and your website. They help ensure your message reaches audiences where they’re most active.
At its core, video marketing is about compellingly communicating your value. It's a visually engaging approach that captures attention and encourages viewers to take the next step. In fact, 87% of people have been convinced to buy a product or service by watching a video.
Now that you understand the answer to the question, “What is video marketing?” let’s look into why so many brands are doubling down on it.
According to Statista, ad spending in the digital video advertising market worldwide is projected to reach $207.52 billion in 2025. That figure alone reveals just how crucial video has become to modern marketing strategies.
Here’s why video marketing is no longer optional but essential:
By understanding what is video marketing at a strategic level, it’s clear that it plays a foundational role in how businesses connect and compete today.
So, how exactly do videos benefit your brand? Let’s dive into the specific advantages that video marketing brings to the table.
Smart brands recognize that video marketing delivers measurable results that traditional content simply can’t match, especially with today’s fast-scrolling, content-savvy audiences.
From accelerating purchase decisions to building deeper customer relationships, video transforms how businesses achieve their growth objectives.
Let’s break down some of the key benefits that make video marketing a must for any business.
Videos grab attention like no other format.
Think about it. What’s more likely to stop you when you’re scrolling through social media or browsing a website — a wall of text or an eye-catching video?
Videos engage your audience through storytelling, demonstrations, or a clear call to action.
Image via 2Stallions
This increased engagement can build a stronger connection with your audience, turning them from passive viewers into active customers.
A compelling video can increase your chances of conversion. Adding a video to your landing page or in an email can boost conversions.
Why?
Because videos make it easier for your audience to understand your product or service, they encourage more clicks and deeper engagement. This can lead to higher click-through rates and more action, whether it’s signing up, purchasing, or booking a demo.
Video is an engaging way to tell your brand’s story, so it remains front of mind among consumers. People are more likely to remember and share videos, making it a powerful tool for boosting brand awareness.
Indeed, 96% of video marketers, according to Wyzowl, say video has helped in this regard.
Image via Wyzowl
A memorable video can quickly spread across social media, helping you reach new potential customers without extra effort.
As we mentioned earlier, Google loves video. By incorporating video into your content, you’re improving your Google rankings.
Since videos encourage people to spend more time on your page and reduce bounce rates, search engines reward you with better visibility.
Plus, video content often appears in search results, making it easier for your audience to find you.
In short, video marketing’s impact is undeniable. With the right strategy, it can be a game-changer for your marketing efforts.
There are many ways to leverage video to connect with your audience, each serving a specific purpose depending on your goals.
Not sure where to start? Let’s break it down.
To help you make the most of your video marketing strategy, here are the key types of video content that can elevate your brand and drive results.
Explainer videos are short, engaging, and to the point. They’re designed to simplify complex ideas or concepts, making it easy for your audience to understand your product or service.
Explainer and testimonial videos lead the pack as the most popular formats for global marketing campaigns.
Usually between 60 and 90 seconds, these videos are great for landing pages, social media, or email campaigns.
Why Do They Work?
This type of video content focuses and breaks down your offering into digestible chunks, making it easier for people to understand how it solves their problems.
Plus, they're engaging and visually appealing, which increases their chances of being shared.
That said, 98% of people, according to the previously cited Wyzowl study, have watched an explainer video to learn more about a product or service.
Image via Wyzowl
Where Should You Use Them?
Website landing pages, social media, email newsletters, and paid ads are strategic avenues for explainer videos. To maximize results, you’ll want to catch your audience’s attention quickly and deliver your message concisely.
Product demo videos showcase how your product or service works. They give your audience an up-close look at your product’s features, benefits, and usability.
Think of a skincare brand providing a step-by-step walkthrough on how to use a new serum, highlighting texture, key ingredients, and visible results. A great example is Fenty Beauty, which has an assortment of product demo videos on its homepage.
Image via Fenty Beauty
Why Do They Work?
Product demos showcase how a product works, its features, and benefits. They help potential customers make informed decisions by visualizing the product in action and building confidence in their purchase.
Where Should You Use Them?
Product demos are great for your website, product pages, social media, and even email campaigns. They're especially useful for high-ticket items or products that might require some explanation.
Customer testimonial videos feature real customers sharing their experiences to build trust and credibility with your audience. These videos are great social proof examples, showing potential customers that your product or service has helped others.
Why Do They Work?
People trust word of mouth more than brand messaging. Testimonials provide authentic, third-party validation that makes your brand feel more relatable and trustworthy. Hearing from real customers gives your audience confidence in your product's effectiveness.
In this testimonial video, a Road Runner Sports client, Lori, raves about finding the perfect fit zone with Fit Finder.
Where Should You Use Them?
Testimonials work wonders for your website, especially on product pages, social media, or email campaigns. They can even be used in ads to showcase happy customers who believe in your product.
Behind-the-scenes (BTS) videos offer your audience a glimpse into the inner workings of your brand.
Whether you’re showcasing the process of making your product, introducing your team, or providing an inside look at an event, BTS content adds authenticity and transparency to your messaging.
Why Do They Work?
BTS videos offer transparency, which is increasingly important to modern consumers. Showing the effort, care, and creativity that goes into your brand can build a stronger emotional connection with your audience. It makes your brand feel more authentic and approachable.
Where Should You Use Them?
BTS videos are perfect for social media, especially on platforms like Instagram Stories, Facebook, or TikTok, where informal and authentic content tends to do well. They’re also great for YouTube, where audiences enjoy long-form content that provides deeper insights into your brand.
Here’s an example of BTS content for a Lip Glaze campaign by Glossier on TikTok:
Image via TikTok
Tutorials and how-to videos provide value by teaching your audience something useful. These videos guide your viewers through a step-by-step process, whether it’s how to use your product or tips related to your industry.
Educational content like this is a fantastic way to establish your authority in your industry.
Why Do They Work?
How-to videos are incredibly valuable because they solve problems for your audience. They position your brand as an expert in the field, making people more likely to trust you when it comes time to make a purchase.
Plus, when people learn something useful from you, they’re more likely to return for more.
Where Should You Use Them?
How-to videos are ideal for your blog, YouTube channel, or social media. These platforms excel at delivering long-form educational content, making it easier to engage and inform your audience.
Here’s an example of a tutorial video by Canva on YouTube:
How to Make a Website with Canva | A Step by Step Guide
Live streaming lets you connect with your audience in real time, whether you’re launching a new product, hosting a Q&A, or broadcasting an event.
Because it’s live, immediate interaction is possible, making it an engaging and highly personal way to build relationships with your audience.
Why Do They Work?
Live streams are great for real-time engagement and creating excitement. People feel a sense of urgency and exclusivity when they can interact with your brand directly. It also lets you answer questions, address concerns, and showcase your products in a raw, authentic setting.
Where Should You Use Them?
Platforms like Facebook, Instagram, YouTube, and LinkedIn live video are ideal for broadcasting live content. These platforms allow audience interaction through comments, making it easy to engage in real-time conversations.
For example, Red Bull conducts live streams of its events on YouTube to engage with consumers in real time:
Image via YouTube
Social media stories — on platforms like Instagram, Facebook, or even LinkedIn — are short-form video content that disappears after 24 hours. They’re ideal for sharing quick updates or time-sensitive promotions in a lightweight, mobile-first platform.
Why Do They Work?
Stories appear prominently at the top of users’ feeds, making them easy to notice and engage with. Their casual and fleeting nature encourages spontaneity and allows brands to share content that feels timely and unpolished, which can resonate more with viewers.
Where Should You Use Them?
Stories are designed for social media platforms, especially Instagram, Facebook, and even LinkedIn. They’re quick and easy to create, offering a casual, authentic way to interact with your audience.
In the example below, Tree Runner NZ uses an Instagram story to announce its new shoe collection:
Image via Instagram
Brand videos tell the story of your brand, your mission, and your values. In a nutshell, it introduces your brand to the world, showing what makes it unique and why people should care about it.
Why Do They Work?
Brand videos create a strong emotional bond between your audience and your brand. They help tell your story and humanize your brand, making people feel more connected to your mission.
Where Should You Use Them?
Your website's homepage is an excellent starting point, as it offers visitors an immediate sense of what your brand represents. Social media platforms like Instagram, LinkedIn, and Facebook help amplify your brand story to a broader audience.
You can also leverage YouTube for more in-depth storytelling and video platforms like TikTok for short, impactful content.
Now that we've explored the different types of video marketing, it’s time to focus on how to put them to good use.
So, where do you start?
Crafting an effective video marketing strategy is what turns great content into real results. It’s the difference between random posting and a clear, goal-driven plan.
Whether you’re just learning what is video marketing or looking to refine your current approach, here’s how to build a video strategy that supports your broader marketing goals:
Before you start filming, it’s essential to know what you want to achieve with your videos.
What are your business objectives? Do you want to build brand awareness, boost sales, generate leads, or educate your audience? By defining your goals, you’ll be able to tailor your videos to meet those specific needs.
Having clear goals ensures that your content aligns with your overall business objectives. This will keep your efforts focused and measurable and help you avoid common video marketing mistakes.
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to make your video marketing objectives more actionable and trackable.
Understanding who you’re creating videos for is crucial as well. Your target audience's needs, pain points, and preferences will directly influence the style and message of your videos.
Who are they? What problems do they need help with? What kind of content do they engage with most?
Tailoring your content to your target audience’s interests increases engagement, builds trust, and fosters loyalty. This likely leads to increased conversions and revenue for your brand.
Developing detailed customer personas that outline their demographics, interests, and behaviors will help you create content that truly resonates with your audience.
Now that you know your goals and audience, you’ll need to pick the right video format to support your strategy.
Different types of video content serve different purposes. Choosing the right video type ensures that you’re effectively conveying your message and meeting your audience’s needs.
If your goal is to educate your audience, how-to videos or tutorials might be a great choice. If you want to build brand trust, customer testimonial videos could work best.
Videos must be optimized for search engines. Proper search engine optimization (SEO) can help your videos rank higher on search engines and reach a broader audience.
Start with using relevant keywords in your video titles, descriptions, and tags. Adding a transcript of the video can also help with searchability.
Optimizing your videos for SEO makes them discoverable to a wider audience. Without optimization, even the best videos can get lost in the sea of content on the web. You need to implement proper SEO techniques to boost visibility and drive traffic.
Use tools like YouTube’s Keyword Tool or Google Trends to identify keywords related to your video’s topic. Incorporate them into the video’s title, description, and tags to improve search ranking.
Here are additional ways to optimize your videos for SEO:
Where you publish your videos matters just as much as the content itself. Will you host them on YouTube, Facebook, Instagram, LinkedIn, or your website?
Choosing the best platform ensures you reach your target audience. Indeed, other than YouTube, Wyzowl’s previously referenced study found that the most effective video marketing platforms for marketers include Instagram and LinkedIn:
Image via Wyzowl
Here’s a bulleted list of major social media platforms and the types of video content they’re best suited for:
Each platform has its algorithm and best practices, so you'll want to tailor your content to fit the platform you’re using.
Research where your target audience spends the most time and tailor your content to fit that platform. For instance, TikTok might be the place if you're targeting a younger audience.
Consistency is key when it comes to video marketing. Creating a video content calendar helps you plan, schedule, and keep track of your video production and publishing.
It also ensures that you’re regularly producing content, which is essential for maintaining audience engagement.
A content calendar also helps you stay organized and ensures that you’re producing videos at a steady pace. It also allows you to plan around key events, product launches, or seasonal trends.
Use tools like Google Calendar, Trello, or Asana to plan out your video production schedule. A visual content calendar can help you stay on track and not miss deadlines.
Your video’s message is the heart of your marketing effort. It's what communicates your brand's story, your product’s value, or the reason why viewers should care. So, ensuring your message is clear, concise, and tailored to your audience is essential.
A compelling message resonates with viewers and makes them feel a personal connection to what you’re offering.
Whether you’re addressing a problem they have or highlighting a benefit they want, make sure your video speaks directly to their needs.
Focus on benefits, not just features. People care more about how your product or service can improve their lives, not just the technical specs. Craft your message to reflect the value your audience will gain.
While the content of your video is crucial, the production quality can make a significant difference in how it’s received. Poor lighting, bad audio, or shaky camera work can undermine your message, no matter how strong it is.
High-quality videos build trust and reflect professionalism. If the production quality is low, viewers may question the credibility of your brand, leading them to click away rather than engage.
Invest in good lighting and clear audio to create high-quality videos. You can also consider using online video makers to streamline the production process. You don’t need Hollywood-level production. Just ensure your video is visually appealing and coherent to enhance its impact.
If necessary, consider working with professionals or using some of the best video editing software to enhance video quality.
A key element of any successful video marketing strategy is guiding your viewers toward the next step with clear, compelling calls to action (CTAs).
After all, the goal of your videos is often to drive a specific action, whether it’s making a purchase, subscribing to your channel, signing up for a newsletter, or exploring a product.
Including a strong CTA gives your target audience direction, helping you move them further down the sales funnel or encouraging engagement with your brand.
Make your CTAs clear and easy to follow. Instead of just saying “Click here,” give context, like “Click below to download our free eBook” or “Subscribe to our channel for more helpful tips.”
You can include CTAs verbally in the video and visually within the video itself (e.g., buttons or on-screen text).
Once your videos are out there, it's crucial to track their performance. Metrics like view count, watch time, engagement rate (likes, comments, shares), and conversion rate will give you valuable insights into how well your videos are performing.
The image below highlights the most important performance metrics for video content, ranked by their significance.
Image via HubSpot
Measuring video analytics helps you understand what’s working and what isn’t. If your videos aren’t driving the desired results, you can tweak your strategy or experiment with new video formats.
Use tools like Google Analytics, YouTube Analytics, or social media insights to track the success of your videos. Regularly analyzing your performance will help you refine your video marketing strategy for future videos.
The beauty of video marketing is that you can constantly adapt and improve. Take feedback from your audience seriously. If they suggest improvements, be open to making changes.
Experiment with various formats, styles, and messaging to see what resonates best with your audience.
The more you learn from your audience and your video performance, the more you can refine your approach. Iteration and improvement lead to better content that’s more aligned with your audience’s needs and preferences.
Encourage your viewers to leave comments or fill out surveys to gain feedback on what they want to see more of in your videos.
Creating a video is just the first step. To get real results, you need to apply a few tried-and-true tactics. These best practices will help you improve engagement, deliver value, and bring your video marketing strategy in line with today’s audience expectations.
After all, what is video marketing without a solid plan? Let’s break it down into actionable steps.
Before hitting record, define what you want your video to achieve. Are you aiming to increase brand awareness, drive sales, educate your audience, or generate leads?
Ask yourself: What is video marketing supposed to help me achieve in this context? Knowing your objective shapes your message, format, and tone. It even shapes your call-to-action and ensures your content works toward a measurable result.
Clear objectives help you track success and make data-driven improvements. They help you choose the right platforms, target the appropriate audience, and allocate resources effectively. Without this foundation, even the most creative videos can fall flat.
The first 3–5 seconds determine whether viewers stay or scroll away. Start with a bold statement, quick value preview, or a visual punch that immediately addresses your audience’s pain point or promises valuable information.
Skip lengthy introductions and company logos at the beginning. Instead, lead with your strongest point, an intriguing question, or a surprising statistic. After all, what is video marketing without engaged viewers who watch your content?
Your opening should spark curiosity or offer immediate relevance, setting the stage for deeper engagement and better retention. Consider starting with the end result, then explaining how you got there. This technique creates curiosity and keeps viewers engaged throughout the entire video.
The first thing to remember: People’s attention spans are short. Videos that drag on are likely to lose viewers, so aim to keep your videos concise. The sweet spot is often under 2 minutes for most types of video content.
Of course, this doesn’t mean skimping on quality. Breaking your content into digestible pieces is a great way to ensure your viewers finish it until the end. In fact, at 21%, short-form videos are the top content format delivering ROI in 2025.
Image via HubSpot
Here’s the thing: Short videos show that you respect your audience’s time. When you keep it brief, you’re not just making it easier for people to watch. You’re also encouraging them to come back for more.
Mobile is where it’s at. More people are watching videos on their phones now than ever before, so optimizing for mobile is essential.
If your video isn’t easy to watch on a smaller screen, chances are people will click away. Whether it’s vertical videos for platforms like Instagram or just ensuring your content is legible on mobile, optimization can make or break a video’s success.
Mobile isn’t just a trend; it’s the standard. Your content needs to be mobile-friendly if you want to maximize reach.
Before anyone even clicks on your video, the thumbnail is the first impression they’ll get. Make it count. Your thumbnail should be eye-catching and intriguing, giving viewers a reason to click.
Bright colors, compelling images, and clear text can all help boost your thumbnail’s appeal. If you’re unsure, think of it as the cover of a book that should make people want to dive in.
Thumbnails are more important than you think. They’re like a mini trailer for your video, setting the stage for what’s to come.
Video marketing is all about creating a deeper connection with your audience. One of the best ways to do this is through storytelling.
Whether it’s a customer success story, a behind-the-scenes clip, or how your product solves a problem, weaving a narrative adds emotional weight to your message.
People love stories. Instead of just pushing a product or service, a well-told story will leave a lasting impression.
Here’s something many people forget: subtitles and captions are crucial. A large number of people watch videos on mute, whether they’re in public, at work, or just prefer it that way.
Subtitles are also important for those who are hearing impaired, ensuring they can fully engage with and understand your content.
Adding captions boosts video accessibility and SEO. Without captions, you're limiting engagement and overall reach.
Finally, let’s talk about performance. Don’t just release your video and forget about it; failure to track performance is one of the most common marketing mistakes you shouldn’t commit.
Platforms like YouTube, Facebook, and Instagram offer detailed analytics that show how well your video is doing.
For example, the image below shows a detailed analysis by Instagram, showing how well a post is doing.
Image via Geckoboard
Keep an eye on views, likes, shares, and comments to figure out what’s working and what’s not.
Testing isn’t just a formality. It’s how you get better over time. Use your insights to tweak your content and make every video better than the last.
Once your video is live, don’t forget to encourage viewers to share it. Social sharing is a powerful tool. People trust content that’s shared by their friends or followers more than traditional advertising.
So, give them a reason to share by making your content valuable, funny, or insightful.
When your audience shares your video, they’re helping you grow organically. It's a free promotion that can spread your message to an even larger audience.
While video marketing is a powerful tool, it comes with its own set of challenges:
By recognizing these hurdles, businesses can strategize effectively and navigate the complexities of video marketing to achieve better results.
Q1. What tools can help with social media video marketing?
A. Many tools like Hootsuite and Buffer are specifically designed to schedule and optimize videos for social media platforms like Instagram, TikTok, LinkedIn, and Facebook. They also provide insights into audience behavior and engagement.
Q2. How do I choose the best video marketing tool for my needs?
A. Start by defining your goals. Is it brand awareness, lead generation, or something else? Then, evaluate tools based on your budget, features, ease of use, and compatibility with preferred platforms.
Q3. What are some examples of popular video marketing tools?
A. Examples of top video marketing tools include:
Q4. What is social media video marketing?
A. Social media video marketing refers to creating and sharing video content on social platforms like YouTube, Instagram, TikTok, and Facebook. This aims to engage audiences and promote your brand.
It includes formats like short Reels, live videos, and Stories. Social media video marketing leverages the platform’s reach and engagement to connect with users, boost visibility, and drive conversions.
Q5. What is the role of a marketing video?
A. The role of a marketing video is to boost brand visibility, engage audiences, and simplify complex ideas through visual storytelling.
It helps businesses build trust, drive conversions, and enhance SEO performance while creating emotional connections with viewers.
Marketing videos are versatile tools for explaining, educating, and entertaining, making them integral to modern promotional strategies.
Video marketing has evolved into one of the most powerful tools for modern brands, helping grab attention, build trust, drive action, and stay top of mind.
Whether you’re looking to boost engagement, increase brand awareness, or convert leads into customers, the benefits are undeniable.
The real answer to “what is video marketing?” lies in its ability to connect with people through storytelling, clarity, and content they actually want to consume.
So, why wait? Start crafting your video marketing strategy today and turn passive viewers into loyal customers.
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