Video Marketing Best Practices: Strategies for Creating & Promoting Effective Videos

Video marketing is an incredibly effective method for promoting your brand and engaging with customers.

It is a cost-effective way to advertise and market your products or services, build trust with new audiences, generate leads, and drive conversions.

However, creating a successful video requires careful consideration of various factors, including script writing, filming techniques, audio cues, and post-production editing.

If you are unsure where to begin when tasked with creating a video for your company or client, this article is for you.

We will discuss proven strategies for creating effective videos that will expand your brand’s reach and visibility.

Create a Clear and Concise Message

A solid video marketing strategy starts with a clear and concise message.

Define your video’s goal and understand how it will help you achieve that goal.

Take the time to identify your target audience, their needs, and desires, and consider how your video can best serve them.

By answering these questions and setting tangible fitness goals, you will be prepared to develop an effective video strategy.

Choose the Right Video Format

When creating a video, consider various factors to determine its format and quality.

Start by determining the video’s optimal length, ensuring it is long enough to convey your key points while remaining short enough for viewers to watch in its entirety.

Another critical factor is the choice between different formats, such as live-action or animation.

Live-action videos tend to be more engaging as they feature real people rather than animated characters.

Utilizing a combination of live-action and animation can provide fresh and interesting content while effectively conveying your message.

Add Visual Elements to Your Video Content

Incorporating images into your videos enhances their context and visual appeal.

Images can depict people using your product or service, showcase the product itself, or provide any other relevant visual content.

The goal is not only to ensure viewers understand the content they see but also to demonstrate how it can be applied in real-life situations.

If no image is available, consider adding animations instead of freezing the frame on an empty background.

This will help maintain viewer engagement by offering something visually interesting.

Use Relevant and Interesting Images

Images play a significant role in video marketing.

They facilitate viewers’ understanding of your message and make your videos more captivating.

To catch the attention of potential customers interested in your offerings, use relevant images.

Additionally, consider incorporating interesting visuals that appeal to your target audience, increasing the likelihood that viewers will watch and share your video with others.

You can source images from various places, such as taking your photos or using stock photos from platforms like Shutterstock and iStockphoto.

If you lack experience in photography or editing, utilizing stock photos can be a more accessible option.

Optimize Your Videos for Search Engines

Optimizing your videos for search engines is crucial for making them discoverable to your target audience.

You can achieve this through the following methods:

  1. Add tags (keywords) to the video file, allowing platforms like YouTube to index them correctly and display them in search results. Use both broad and specific terms related to the video’sß content (e.g., “marketing” or “business”).
  2. Implement a solid SEO strategy before publishing any new content on your website or blog. This includes embedding videos from external sources like YouTube or Vimeo. By ensuring proper categorization based on the content rather than relying solely on metadata, search engines will effectively index your videos. However, avoid excessive keyword stuffing, which can deter readers from engaging with your content.
  3. Craft descriptive and catchy titles that accurately represent the content of your video. Include relevant keywords near the beginning of the title to improve search engine visibility.

Build Relationships and Influence Through Storytelling

One of the most effective ways to build relationships and influence people is through storytelling.

Stories create a personal connection with your audience, allowing you to establish an emotional bond that may be difficult to achieve through other means.

Consider incorporating the following storytelling elements into your videos:

  1. Testimonials from customers or clients explaining how they used your product or service and their satisfaction with the results.
  2. Interviews with employees discussing their experiences working at the company and the rationale behind certain decisions.
  3. Personal stories about how your business started or how you entered your current industry, foster a deeper connection with your audience.
  4. Take your audience behind the scenes of your business or production process. Showcasing the people, facilities, and processes involved can humanize your brand and give viewers a glimpse into your company culture.
  5. By sharing compelling stories, you can demonstrate the value of your offerings and showcase real people who have benefited from them.

Share Widely Across All Channels

After creating a video, it is essential to share it widely across all channels to maximize its reach.

The more people who see your video, the greater the chances of them watching it and sharing it with others.

Here are some methods to distribute your video effectively:

  1. Share on social media platforms like Facebook and Twitter, including links to view the video.
  2. Send an email newsletter to subscribers, providing them with a direct link to watch the video.
  3. Include the video in relevant blog posts, embedding it directly into the content. This ensures that search engines index the video and display it in search results.
  4. Embed the video on your website or blog using the appropriate code. This guarantees automatic loading and allows search engines to index the video effectively.

Consider adding social media widgets to your website, enabling visitors to easily share your videos with others.

Video as an Engaging Medium for Brand Authority and Customer Attraction

Video is an engaging medium that can establish your brand as an authority in your industry and attract new customers.

It has been proven to be 90% more effective than text or images alone in conveying a message.

Videos can serve various purposes, including marketing, training, and education (e.g., TED talks), and entertainment (e.g., YouTube stars).

In addition to providing valuable information about your products or services through informational videos, using videos for marketing and educational purposes becomes even more critical due to viewers often sharing videos with their friends on social media platforms.


Video is a highly engaging medium that can significantly enhance brand awareness, drive engagement, and increase sales.

While video marketing best practices are straightforward to follow, they may not always be easy to implement.

Begin with a clear message, select the appropriate video format, and optimize your videos for search engines.

By consistently following these steps over time, you will witness an increase in video viewership and engagement.