Video Marketing for Businesses: How to Create Engaging Content

Introduction 

Video marketing is essential in today’s digital landscape, businesses want to leverage video content to educate, entertain and engage with an audience to achieve the businesses goals. 

Video marketing is the use of videos to promote a product or service. It is a way to increase engagement on digital channels. Videos are a good way to educate existing and potential customers whilst also establishing your business within your industry.

Video content has been proven to drive sales and improve ROI. 

Videos can help to:

• Increase user engagement: Capture user’s attention effectively 

• SEO and search engine visibility: Optimised videos help to increase traffic to your website 

• Create compelling stories and narratives: More effective storytelling than other formats. 

• Create emotional connections - Diversify formats: Allows businesses to adapt to different platforms and target audiences 

• Track analytics and performance: Social media platforms offer analytical tools

If you’re ready to get started with your video marketing, contact us today to see how we can help!

Why Video Marketing is Essential for Business Growth

Video marketing is essential for your business to grow as they enhance brand awareness, better audience engagement, improved communication and you will have a stronger online presence. 

Videos on social media can generate more shares than text and image posts generate combined. If you include a video on a landing page, this can help to boost conversion rates. 

Having a well crafted video can introduce your business to a wider audience, leaving them with a lasting impression of you. 

A video is more engaging than just an image or text as they can evoke emotions, tell a story and hold viewers attention for longer, leaving you with better engagement, which translates into higher levels of interest in your business. 

Videos help to simplify complex information, making it easier for your audience to understand your product or service. 

You will have a stronger online presence if you invest in video marketing. Regular and consistent posting enhances your online presence, can help to boost your website's SEO and increase the overall engagement. 

Websites with video content on them are more likely to rank on the first page of Google’s results. 

Video content is informative and the more engaging it is, the longer a user will spend on your website or social media page. Google will take the time spent on your website into account when ranking. 

Videos optimised for SEO aims to increase online visibility, which helps to elevate the pages search ranking.

Types of Video Content That Drive Engagement

There are many different types of content that can help to drive engagement, some are more important than others but they are all important. Brand videos, event videos, interviews with experts, tutorial videos and live videos can be useful. 

Here are the best types of video content for business:

Explainer Videos 

Explainer videos help the audience to understand the reasons why your product or service solves their problems or needs. They help to show a journey of the buyer or the problem and how the business can overcome it by using your business. 

These videos are best when they’re short, engaging, videos that explain a product, service or concept. They break down complicated ideas into easily digestible information. 

Product Demonstrations

Product demonstration videos show how the product or service works, they serve to explain the process of operation or using the product. These videos are best when they’re in depth videos demonstrating whilst explaining why your product or service is valuable. 

They help to provide a close look at your product, answering potential customer questions visually.

Customer Testimonials 

Customer testimonial videos are one the most effective types of videos for expanding your audience and reaching new customers. 

It is similar to word of mouth. These videos feature customer reviews or success stories and they act as social proof, encouraging others to trust your business.

Behind-the-Scenes Content 

Behind the scene content gives your audience insight into your business culture, processes and team members and helps to humanise your business whilst building a deeper connection with your audience. These videos create a personal connection with your audience and give authenticity that helps to foster trust and relatability. 

How to Plan and Create 

High-Quality Marketing Videos Planning and creating high quality marketing videos is key to making engaging marketing videos. 

Want to start using these strategies? Contact us today to get started!

Scripting and Storytelling 

Storytelling is one of the most engaging video marketing tactics that naturally engage audiences to tell a story to your audience. These will help to guide your viewers through relatable narrative based content that creates connections.

A key technique for storytelling is to have a script. One of the easiest ways to make a script is to answer a popular question within your industry. Scripts will differ for each video style, so keep that in mind.

Choosing the Right Video Format 

Choosing the right video format for your business AND where you’re posting the video is key to a successful marketing video. 

Short form videos are typically most used on social media platforms, however YouTube is known for long form video content. They are typically mobile friendly, faster to produce and get the attention of your audience quickly. 

Long form videos can be used on YouTube and your website. They are better for SEO, more authoritative, higher quality and are more informative.

Editing and Post-Production Tips 

Effective editing is essential for any video content to be a success. Sound, subtitles, captions, text and graphics are essential within the post production of your video. This helps to transform raw footage into polish, high quality content. 

Best Practices for Maximising Video Reach and Engagement 

You can monitor performance metrics like view counts, engagement rates and audience retention to refine any future video strategies. Implementing these video content strategies can enhance your overall marketing campaign, driving higher engagement and improved conversion rates 

You might be wondering but how will I optimise videos for social media to maximise engagement? Below are some tips:

• Hook viewers in the opening 3 sections 

• Use trending sounds 

• Use CTAs throughout 

• Add visuals if necessary 

• Create effective thumbnail

You will have to tailor your content for each platform, whether this is on social media or is your website. Videos that do well and have high engagement rates on TikTok won’t automatically have high engagement rates on Instagram. By looking at the analytics of your accounts you can do further research on what content your audience enjoys. 

You will want to optimise your videos for SEO, which you can naturally do by integrating keywords within your videos in the on screen text, titles, descriptions or even speaking them, which helps to improve your visibility on search engines. 

You can utilise the analytics provided by social media platforms to assess the performance and effectiveness of your video content to improve for any future videos. 

Should You Hire a Professional Videography Service? 

Hiring a professional videography service can help to take your video content to the next level and help to boost your online presence. 

Benefits of professional videography services: 

• Enhanced quality: they have excellent lighting, sound and can frame your videos to ensure your videos look polished and professional. 

• Efficient: They are dedicated and streamlined teams that each play a part of the production process. 

• Creative expertise: They can suggest creative angels and give storytelling techniques which might resonate with your viewers.

• Strong ROI: As they produce high quality videos, these often get better engagement and conversion rates, which will help you to justify the investment.

When searching for the right professional videographer service for you, you can consider their portfolio and client testimonials to gauge the style of their videos. 

You can look at their pricing, their turn around time and if they have clear communication, as this will be key to determine the success of any future video marketing efforts. 

Conclusion 

Video marketing for businesses is now more important than ever with the rise of TikTok, Instagram Reels, YouTube Shorts on top of long form video platforms. 

Using a mix of explainer videos, product demos, testimonials and behind the scenes can help you to build a strategy that resonates with viewers. 

Investing in video marketing is worth it, whether you’re doing it yourself or hiring a professional videography service. You will need to keep a consistent narrative that highlights your brand's message.

If you’re ready to take your video marketing to the next level, contact our videography team today!

FAQs 

How long should marketing videos be? 

15-90 secs for short-form videos, 2-3 mins for long form videos 

What platforms are best for video marketing? 

TikTok, YouTube, Instagram, LinkedIn BUT each ahem different audience demographics 

How much does production cost? 

These vary, DIY is cheapest but it could be several thousand if you hire a professional videography service 

How do I create engaging video content? 

Focus on clear storytelling, high-quality visuals and a strong CTA 

Is video marketing worth it for small businesses? 

Yes! It’s a cost effective way to boost engagement, build brand presence and drive sales. 

What are the best video marketing strategies? 

Optimising your videos for SEO! Tailoring content for each platform, utilising analytics for insights and investing in high quality production 

What makes a good business video?

Combines a clear message, compelling storytelling, professional videos and strong CTAs