Reach Your Audience the Best Way With Video Marketing – This Is How You Plan Successful Content

Written by: Martin Moos 

Published on: May, 11th 2022

Video marketing isn’t new. We all know that it has been an increasing phenomenon over the past decade. The recent years’ technological development of hardware and software has made producing and sharing video content easier and cheaper. Almost every brand from small to big uses it and is something we are exposed to both online and offline daily. But do you know how powerful it actually is? From a survey covering roughly 800 unique businesses and consumers, through the past 7 years done by Wyzowl, we have handpicked the most interesting data from 2021 to encourage you:

People are twice as likely to share video content than any other type of content

of the consumers prefer watching videos rather than reading about a product

of the businesses use video as a marketing tool – An increase of 41% since 2016

of video marketers experience increased audience understanding of products and services – resulting in more leads and fewer support situations

Impressive right? So it’s safe to say that video marketing is relevant and something you should use to boost sales. But how do you start/improve and most importantly afford production? Let’s jump right into it.

Shooting video for marketing doesn’t have to be expensive

Video marketing is no longer just reserved for big professional productions with huge budgets. In recent years, the video format has changed significantly and has become a lot more cost-effective in many ways. Fortunately, video has become so easily accessible that anyone can use it. Video content can be produced relatively low-budget with short production time, and subsequently used on all platforms with great effect. You can for example film 4k resolution with several smartphones. Let’s learn about the different video formats to choose from and how easy it is to get started.

High or low budget?

Video Production can be done in many different ways and made with several different budget sizes. The authentic low-budget homemade videos can be as effective as the high-budget state-of-the-art produced video commercials.

The professionally produced videos with greater budget and production time can of course give you a more professional end product. Here it will make sense to book a professional production team for the job. And while that may sound expensive, it doesn’t have to blow the budget to get experts in the field. The cost of professional video production has decreased in recent years, as the technology has improved and thus it has become much easier to produce high-quality video.

Either if you choose to go with the low-budget model and take care of the production yourself or the greater one, it is important to have a well-thought plan from the start, so you will save time and effort on the very day of filming and increase the chances of reaching your goals.

You already know the drill

A good basic rule of thumb is that the same rules that apply to marketing material in text, also apply to video. Concentrate on the value you create for the customer and not the value the customer creates for you. Make sure to play on the emotions a video can add to your story with sounds and visual effects so that you communicate to the recipient’s wants and needs. In addition to the message, the staging and expression in the video also help to characterize your brand and build trust.


Anything is possible with video

One of the most effective ways to acquire new knowledge is through visual learning. Think about how easily you can teach your customers how to use your product or service through video. 

According to Cisco’s Social Media Manager Tim Washer, you shouldn’t be afraid to use a little humor to communicate the messages. “Usually people are a little nervous about using humor in the business world and don’t think it belongs. But if it helps explain difficult messages, why not try to see if you can make it work.”

When humor is used to entertain the viewer, it often makes them more engaged with the content. So one of the things you can take with you here is that sometimes you have to break the mold in terms of how competitors use the medium and dare to stand out and take a chance. Everything is possible.

These steps will show you how to plan useful video marketing content

Find out what you would like to communicate and what audience you are targeting. Then you need to decide which channel(s) to upload and broadcast through. The channels to communicate through are endless and many of them vary in design. There is no silver bullet to ensure your success when choosing a channel or shooting content designed for it. Even though, there are some ever-evolving widely common consumer behaviors and trends across several channels. Listed underneath, are some of the things you can keep in mind whilst creating:

  • A lot of people watch videos online without sound – Google has a smart guide to implement subtitles to Youtube – This increases the likelihood of your audience sticking around and getting your message.
  • Never burn subtitles into the video. Instead, you should always attach them as “” files, so they can be scaled responsively on all platforms.
  • The cropping of your video is important to have in mind because the effectiveness varies on different platforms.
  • The length of your content is important because the time people are willing to watch varies from platform to platform.
  • Including a call to action (CTA) in your videos to increase your conversion results.

When the steps above are determined you can prepare production with a storyboard. A storyboard contains outlined camera angles, written speak/cues, and a set time frame for the length of the video. Another good basic rule is that your message in the video must be delivered in a short and precise manner. As long as the content is relevant to the viewer, they will stick around. This is of course something that will be slightly, if not a lot, easier if you go with the high-budget production where you can outsource and get sparring.


Real-life example of EuroEyes FAQ short clips

The eye clinic EuroEyes, a company that specializes in eye surgery, has filmed their very factual and textual FAQ / ‘Frequently Asked Questions’ for 42 small video clips. In addition to being available on the website, they are also used on their other channels and social media as an active part of the marketing strategy. “We have now succeeded in spreading the ‘dry’ messages to a larger target group in a personal and trustworthy manner”.

 This is just one of the countless possibilities of how video can be used as marketing and you can see the example of EuroEyes’ FAQ here.

Measuring and gaining success through audience data

You must understand that your audience is unique and gaining success is a process. For that fact, the best way for you to gain success with video marketing is to analyze and study audience feedback and interactions.

The most common metric is video engagement including likes, comments, shares, retention, and so on. E.g. if you enable comments on posted content and the pattern is, “This video is so funny, we are really looking forward to the next funny video” you are onto something and have a stepping stone for your next production.

Furthermore, you can analyze if the content produces new conversions on your website, through analytics tools such as Google analytics. If the video doesn’t give leads dreamed of, you might want to think about implementing a call to action (CTA) or rethink how relevant the content is.

Boost your production with gadgets

Gaining success doing video marketing is as mentioned a process. Even if you chose to go the low-budget way, you may always look to improve production. There are several useful gadgets out there, to improve the quality of outcomes. In the product video below is a short commercial for Sennheisers clip-on microphone. Insert it in your smartphone and voilá, voice is now being recorded in better quality.