The Secrets To A Successful Video Marketing Campaign

Richard Chiu

August 8, 2022

Do you know the secrets of those viral and successful videos that you find online, and how do they get to be that popular with the audience?

If there’s one thing, you need to know, success – for the most part of everyone’s online journey – does not happen overnight, especially when it comes to video marketing.

Some video content creators and businesses have dreamt of making it in the online sphere. They started their journey with a lot of enthusiasm and energy, only to see it fizzle out after several months of not seeing any improvement in their video content’s performance.

Some do but felt it was not enough to understand what it means or what’s happening.

Eventually, some saw it as a failure and decided to abandon their video content marketing strategy, thinking it was nothing but an exercise in futility.

But is it?

What are they doing wrong?

Several factors affect the performance of online video content, and it is worth knowing so you may be able to tell what’s wrong and what needs to be done to make it work.

Remember, there’s more to online videos than just “point and shoot and post.” It comprises several key elements that must be used to make it work.

Not everyone realizes it.

Here are the most common mistakes when creating non-performing video content.

Making videos without specific plans and goals

Creating long videos without adding value

Incorrect and inconsistent branding messages

Videos that are too complex

Overspending on video production and post-production processes

No definite call to action

Lack of or no SEO practices at all

Wrong choice of video partners

There may be a lot more, but let’s stop there. Because by now, you may be fully aware of what else could be wrong, and it’s embarrassing if we continue to rub it in, right?

But let’s try to put that all aside and focus on what YOU should be doing for your videos and avoid the mistakes of those who have failed.

Don’t neglect video content

Let’s go back in time and see how it all began.

Back in 2013 until 2018, the amount of time spent by people watching online videos increased by an average of 32% each year. By 2021, the phenomenal rise in the popularity of videos compelled around 91% of marketers to use videos as a primary tool for businesses and brands, especially during the height of the COVID-19 pandemic.

In 2022, no less than 92% of digital marketers will use videos as an essential component of their digital marketing strategy.

What’s with successful video content?

Well, they’re not closely-guarded secrets that will cost you an arm or a leg. Rather it is all about leveraging the right formulas that will help make marketing your videos fun, exciting and compelling.

If there’s one thing you need to know, it is all about strategy. Having the right and well-planned video marketing strategy will help you identify your pain points and how you can avoid making serious errors that could adversely impact the performance of your video content.

Set realistic video marketing expectations

Before anything else, you need to establish your goals so you can efficiently develop your plans and strategies for your video marketing.

If this is your first time as a video content creator or marketing a brand, start with a few goals to avoid overwhelming yourself. However, ensure those goals are the most relevant to your needs or preferences.

For instance, brands that advertise heavily using videos may consider focusing their attention on their website’s product page, then branch out to land in a social ad, which can extend their reach to a much broader market and professional networks.

Some create ads exclusive to their social media network, which can be very useful for direct-to-consumer brands as product videos help the consumer see a picture of themselves with the product.

Setting goals and managing realistic expectations is important to stay focused on your video marketing campaigns without getting sidetracked or distracted because you know where you are headed.

Choose your video content delivery platforms.

For instance, every social media platform has its own unique video formats that resonate with its respective users. Check out our article on developing your social media campaign strategy here.

Take Facebook, for example, which offers a variety of video styles for the platform, while Snapchat and TikTok rely heavily on a single format.

If you haven’t used videos before, start using the ones that are popular and commonly used by your target audience.

For example, according to Statista, in 2019, audiences on Facebook, Instagram, and Snapchat spent around half of their time on these platforms watching videos. Choosing any of these three platforms that are mostly followed by your audience is a great way to start.

Another thing to consider is that you must understand what your chosen platform offers and what video formats or dimensions can be displayed. This is critical when you must repurpose your video content on other platforms so it becomes compatible and complements each other.

Determine which video types to use

There are several video types, and each has different purposes that will complement your overall content strategy.

Note that the video type you choose does not go against your brand message or image but should be consistent with reflecting your image.

Educate: This is more informative and reinforces brand awareness for new customers. This is a semi-formal type of video content with a more polished tone and helps establish the brand as an expert. For existing audiences, such videos could be focused on tips and guides related to the product or service.

Interviews or testimonials: Interviews are effective at introducing the audience to an expert, influencer, or anything related to your brand. This is a great way to establish your brand reputation and product offerings, which is a similar outcome for brand testimonials.

Entertainment: This is more on the casual side of video content that either adds novelty to your brand intending to entertain your audience.

Planning and conceptualizing

Having a good production plan will not only be efficient, but it will also help save you money in the long run.

These include preparing the script, editing it, making the storyboard, video shoots, equipment, subjects, location, and soundtrack.

It is also important that you determine if you shall handle the video editing process or for the inexperienced. Then, you can take advantage of video editing services to ensure you get the best quality output for your video content.

Here’s a bonus tip, consider looking up fractional editing services. You might be surprised how it can help your videos go places, especially regarding cost, time, and quality.

Understand the post-production must-haves

Allocate a good amount of time for post-production processes, especially if the video content will be used for ads or require a bit more complicated editing such as inserts, jump-cuts, and anything that will make your videos stand out.

Post-production is not just about cutting scenes or integrating a music soundtrack. Consider the more technical stuff such as closed captions, call-to-action screens, text overlays, and much more. The more source footage you have, the more time is needed to have your videos edited and polished for the final output.

Measure and analyze key performance metrics

You must implement a performance measuring system for your video’s performance, such as engagement, conversion, feedback, audience satisfaction, etc.