Attention spans are shrinking, algorithms are evolving, and the digital landscape is becoming increasingly saturated. In this hyper-competitive environment, how can brands cut through the noise, connect with their audience, and drive results?

The answer lies in a powerful medium that's already capturing hearts and minds: video marketing.

Cisco predicts that by 2024, video traffic will make up 82% of all internet traffic with videos 53 times more likely to appear on the first page of Google search results than plain text.

For marketing, brand management, and demand generation leaders, the struggle is real. You're constantly battling to:

• Grab attention in a sea of content.
• Build brand awareness and differentiation.
• Educate and engage potential customers.
• Drive conversions and boost ROI.

Importance of Video Marketing in 2024

In the ever-evolving digital landscape, attention spans are shrinking and audiences are craving more immersive experiences. This is where video marketing shines, transforming from a trendy tactic to a crucial tool for marketing success in 2024. Here's why:

  • 1

    Drive Social Media Engagement

    Long unwinding text posts on social media are no longer the drivers of engagement. People want information in short bursts of videos that delight their visual senses and make them committed to the information. Videos generate 53% more comments than plain text posts, and viewers retain 95% of a message from video compared to 10% from text.

    Videos also allow marketers to stand out in crowded feeds with visually compelling and emotionally resonant video content. Videos also spark conversations and build communities, encouraging interaction with polls, Q&As, and live video sessions, fostering deeper connections with your audience.

  • 2

    Improve Search Engine Ranking

    Google loves videos and it is validated by the fact that videos are 53 times more likely to rank on the first page of search results. Videos must be optimized for discovery by utilizing relevant keywords in titles, descriptions, and tags to attract organic traffic. Videos can break up text-heavy pages, increase dwell time of readers, improve user experience, thus boosting SEO ranking.

  • 3

    Build Brand Trust and Drive Conversions

    Traditional marketing approaches required verbose text-based content to educate buyers, provide market insights, and provide resolutions to their pain points. Videos are a great way to demystify complex topics. Explainer videos and tutorials can break down key concepts complex concepts, answer common questions, and leave viewers feeling informed and empowered. This translates to trust, loyalty, and ultimately, conversions.

    Demand generation teams can leverage video marketing to showcase subject matter expertise, share their knowledge, and deliver insights that differentiate their value proposition from competitors. Demo videos showcase your product or service in action, highlighting its features and benefits. Similarly, onboarding videos guide new customers through initial steps, minimizing frustration, driving engagement, and increasing conversion rates by up to 86%:

    Beyond these key benefits, video marketing offers a multitude of advantages in 2024:

    • Mobile-first consumption: Videos are perfectly suited for the mobile-dominated world, providing a convenient and engaging experience on any device.
    • Accessibility and inclusivity: Videos can cater to diverse learning styles and abilities, expanding your reach and impact.
    • Personalization opportunities: Tailor video content to specific customer segments for a more targeted and effective message.

How to Build a Video Marketing Strategy?

In today's hyper-competitive landscape, demand generation leaders are constantly seeking innovative strategies to attract, engage, and convert potential customers. Video marketing emerges as a potent tool in this arsenal, offering immersive storytelling, captivating visuals, and deeper audience connection, all of which ultimately lead to qualified leads and pipeline growth. However, simply creating videos is not enough. Success hinges on a well-defined, data-driven video marketing strategy that aligns with your specific demand generation objectives.

  • 1

    Audience-Centric Targeting:

    The foundation of any effective strategy is a deep understanding of your target audience. Move beyond demographics and delve into their:

    • Pain points and challenges: Identify their specific needs and frustrations within your industry or niche.
    • Content consumption habits: Understand their preferred platforms, video formats, and viewing durations.
    • Decision-making process: Analyze their journey from awareness to purchase and identify key touchpoints where video can influence their choices.

    By tailoring your video content to resonate with their specific needs and preferences, you increase engagement, brand recall, and ultimately, conversion rates.

  • 2

    Stakeholder Collaboration:

    Building a video marketing plan requires cross-functional teamwork. Foster collaboration between:

    • Marketing and Brand Teams: Ensure brand consistency, messaging alignment, and effective integration with broader marketing campaigns.
    • Demand Generation and Sales Teams: Align video content with lead generation goals, nurture qualified leads, and support the sales funnel.
    • Internal Subject Matter Experts: Leverage their industry knowledge and insights to create credible and informative video content.

    By aligning objectives and expertise across departments, you create a cohesive video marketing strategy that drives measurable demand generation results

  • 3

    Timelines and Budgets:

    A well-defined timeline and realistic budget are crucial for smooth execution. Clearly define:

    • Production timelines: Allocate time for scriptwriting, filming, editing, and post-production for each video.
    • Distribution timelines: Schedule the rollout of your videos across chosen platforms and consider potential lead nurturing campaigns.
    • Resource allocation: Determine the budget for equipment, software, talent, and paid promotion, ensuring efficient resource utilization.

    By establishing clear timelines and budgets, you avoid last-minute bottlenecks and ensure your video marketing plan stays within financial constraints.

  • 4

    Platform Optimization:

    Choose the platforms where your target audience spends their time. Consider:

    • YouTube: Ideal for long-form content, SEO optimization, and diverse audience reach.
    • LinkedIn: Focus on thought leadership videos, case studies, and professional networking opportunities.
    • Facebook and Instagram: Utilize short-form video formats, influencer collaborations, and targeted advertising for wider reach and engagement.
    • Industry-specific platforms: Explore niche platforms relevant to your target audience for focused outreach and community building.

    By choosing the right platforms and tailoring your content format accordingly, you maximize your video's visibility and impact on your target audience.

  • 5

    Data-Driven Measurement:

    Tracking your video performance is essential for continuous improvement. Define key metrics to monitor:

    • Engagement: Views, watch time, likes, shares, comments, click-through rates.
    • Lead generation: Website traffic, form submissions, lead qualification rates.
    • Brand awareness: Social media mentions, brand sentiment analysis, website traffic growth.

    By analyzing these metrics and identifying trends, you can optimize your video content, distribution channels, and CTAs for maximum lead generation impact.

What are the Different Types of Marketing Videos?


  • 1

    Demo Videos

    Imagine a world where your product's intricacies are no longer shrouded in confusing text descriptions. Developing demo videos will offer visual walkthroughs to your target audience that bring your product to life, highlighting its functionalities and benefits in a way that words simply cannot.

    For prospects on the fence, demo videos act as gentle persuaders. Step-by-step video guides streamline the learning curve, ensuring a seamless onboarding experience and minimizing support tickets. And for those seeking a taste before committing, demo videos with clear calls to action can be irresistible, converting fleeting interest into valuable leads.

  • 2

    Brand Videos

    But marketing isn't just about features and functionalities; it's about weaving a narrative that resonates with your audience. And what better way to do that than through brand videos? These captivating stories go beyond the product, delving into the soul of your company, showcasing your values, mission, and the unique personality that sets you apart.

    With captivating visuals and emotive storytelling, they introduce your brand to a wider audience, forging connections that transcend mere product offerings. For existing customers, they're an invitation to a deeper understanding, a chance to witness the beating heart of your company, the passion of your employees, and the stories that bind you together.

  • 3

    Employee Engagement Videos

    A happy team is a productive team, and employee engagement videos are the fuel that keeps the fire burning bright. These morale-boosters celebrate achievements, recognize contributions, and showcase the human side of your company. And for potential talent, they're a window into your company culture, an opportunity to see if their values align with yours.

  • 4

    Product Videos

    Product videos are a crucial component of the end-to-end demand generation strategies that delve into the technical trenches of your products, explaining functionalities, addressing common questions, and showcasing the true value proposition.

    Product videos speak to potential customers by addressing their specific pain points and demonstrating how your product delivers the solution. For existing users, they're valuable resources, offering troubleshooting tips and maximizing their product experience. And for those seeking to target specific customer segments, product videos can be tailored to resonate with their unique needs and preferences, driving conversions by speaking a language they understand.

  • 5

    Thought Leadership Videos

    In a world where information is king, establishing yourself as an industry authority is key. And that's where thought leadership videos step onto the stage. These insightful explorations offer valuable perspectives, share expert advice, and position your brand as a reliable source of knowledge.

    Imagine participating in panel discussions or interviews, your voice brimming with insights and captivating viewers with your unique point of view. By showcasing your expertise and knowledge, you establish trust with potential customers, positioning your brand as a beacon of reliable information.

  • 6

    Expert Interviews

    Not every story needs your voice. Sometimes, the most impactful narratives come from the voices of authority, the seasoned experts who have shaped your industry. Expert interviews offer a platform to leverage the knowledge and insights of industry leaders and influencers. Imagine engaging in captivating conversations, drawing out their wisdom and offering fresh perspectives to your audience.

    By featuring respected voices in your videos, you associate your brand with industry authority, boosting your own credibility in the eyes of potential customers. These videos also help marketers to tap into the interviewee’s audience and expand the company’s audience pool.

  • 7

    Educational Videos

    Empowering your audience is a powerful lead generating strategy, and educational videos are your tools for the job. By offering video tutorials, tips, and tricks related to your industry, each one a nugget of knowledge that viewers can readily consume and apply will increase top of the mind recall and support consumers in their research stage. By establishing yourself as a valuable resource, you build loyalty with potential customers, positioning your brand as a reliable guide on their journey.

  • 8

    Explainer Videos

    Explainer videos can convert complex concepts and intricate processes into visually engaging narratives, animated with humour and clarity. These bite-sized videos will not just inform; they captivate.

    With screen recordings, infographics, or animation, explainer videos make the seemingly impossible, possible, leaving viewers with a newfound understanding of the product, topics, and/or their pain points. By simplifying complex topics, these videos increase website traffic, boost engagement, and ultimately, drive conversions.

  • 9

    Case Study and Customer Testimonial Videos

    What better way to build trust than to let your customers speak for themselves? Case study and customer testimonial videos are your megaphones, amplifying the voices of those who have experienced the magic of your brand firsthand. Imagine real people sharing their experiences, their challenges overcome and successes achieved with your product or service.

    By showcasing the real-world impact of your brand, you break down skepticism and inspire confidence. Potential customers see themselves reflected in the stories, their own challenges mirrored and overcome, making your brand a beacon of hope and a promise of success.

  • 10

    Live Videos

    In a world of polished pre-recorded content, live videos offer a breath of fresh air. Imagine engaging in real-time Q&A sessions, hosting product demonstrations, or simply connecting with your audience in a raw, unscripted way. Live videos aren't just broadcasts; they're conversations. They offer a sense of immediacy, a chance to interact directly with your audience and build a community around your brand.

    Live videos spark curiosity, encourage participation, and create a sense of shared experience. Furthermore, by capturing and repurposing these live sessions, you create a library of valuable content, extending their reach and maximizing their impact.

Best Practices for Video Marketing


  • 1

    Facebook best practices

    Embrace native formats as Facebook prioritizes its own features, like Reels and Stories. Utilize them with short, engaging videos, behind-the-scenes glimpses, and interactive elements like polls and quizzes.

    Furthermore, Facebook's detailed targeting options allow you to reach specific demographics and interests. Tailor your video content accordingly, ensuring it resonates with your ideal viewers.

  • 2

    Instagram best practices

    Attention spans are fleeting. Hook viewers instantly with dynamic visuals, strong calls to action, and impactful messaging within the first 3 seconds. Utilize Instagram stories and reels perfect for behind-the-scenes snippets, product tutorials, and engaging storytelling. Furthermore, marketers can collaborate with influencers or other brands for co-created videos, expanding your reach and tapping into new audiences. You can also share long form videos like employee engagement, product advertising, and more to hold your audience’s interest and intent.

  • 3

    LinkedIn best practices

    LinkedIn is a professional platform that can be used by brands to share educational videos, expert interviews, and insights relevant to their industry. LinkedIn users are time-pressed. Aim for shorter videos that deliver valuable information efficiently, ideally under 5 minutes. Video marketing on LinkedIn is the best way to showcase your company culture and give viewers a glimpse into your team, values, and work environment.

  • 4

    Twitter best practices

    Daily video consumption on Twitter grew 95% between 2020 to 2022. The platform thrives on brevity which makes it important to keep the videos under 2 minutes with focus on a single, impactful message. Leverage native video formats like Twitter Live and Twitter Moments to reach a wider audience and maximize engagement.

How to Distribute and Market Your Videos?

In today's content-saturated world, simply creating great videos isn't enough. You need a distribution strategy that throws open the doors to maximum audience engagement. Let's explore the diverse landscape of video distribution channels, both owned and paid:

  • 1

    Owned Channels:

    1. Email Marketing: Personalize your outreach by segmenting your audience and sending targeted video emails showcasing relevant content. By adding videos to emails, it can increase click-through rates by up to 300%.
    2. Website: Embed videos on your website landing pages and blog posts to enhance engagement and increase dwell time. Embedding relevant videos on your landing pages can improve conversion rates by as much as 86%.
    3. Social Media: Utilize native video formats like Reels, Stories, and Live sessions on platforms like Instagram, Facebook, and Twitter. Leverage trending hashtags and influencer collaborations to expand your reach. Research shows 80% of social media users watch videos

  • 2

    Paid Channels:

    1. Display Ads: Target your audience with video ads across websites and apps they frequent. Use captivating visuals and clear calls to action to drive engagement. Studies show video display ads have a 300% higher click-through rate compared to static banner ads.
    2. Outstream Video Ads: These non-traditional video ads appear outside traditional video content, like within articles or social media feeds. They offer a less intrusive way to reach viewers without interrupting their current activity. Research indicates outstream video ads have a 54% higher completion rate compared to in-stream ads.
    3. Interstitial Video Ads: These full-screen video ads appear between content, like during loading times or transitions. Use them strategically to capture attention and promote specific offers or campaigns. Studies show interstitial video ads can generate 20% higher click-through rates compared to other video ad formats.
    4. Native Advertising: Integrate your video content seamlessly within other content platforms, like sponsored articles or social media feeds. This creates a more organic and engaging experience for viewers. Research indicates native video ads have a 1.8x higher click-through rate compared to display ads.

Defining video marketing goals and video analytics

Before diving into analytics, let's first solidify your video marketing goals. Are you aiming to:

• Increase brand awareness?
• Generate leads and conversions?
• Boost engagement and community building?
• Drive product education and understanding?

Clearly defined goals will guide your video content creation and inform the specific metrics you need to track. Now, let's explore the key video analytics and metrics to monitor your campaign's success:

  • 1

    Reach and Engagement:

    • Views: This measures the total number of times your video has been played.
    • Unique viewers: This counts the number of individual people who have watched your video.
    • Watch time: This tracks the average amount of time viewers spend watching your video.
    • Engagement rate: This measures the percentage of viewers who actively engage with your video, like liking, commenting, or sharing.

  • 2

    Conversions and Actions:

    • Click-through rate (CTR): This tracks the percentage of viewers who click on a call to action (CTA) within your video.
    • Leads generated: This measures the number of new leads acquired through your video, often tracked via forms or landing pages.
    • Sales conversions: This tracks the number of purchases directly attributed to your video campaign.

  • 3

    Audience Insights:

    • Demographics: Understand the age, gender, location, and other demographic characteristics of your viewers.
    • Traffic sources: See where your viewers are coming from (e.g., social media, website, email).
    • Device breakdown: Analyze the devices viewers use to watch your video (e.g., mobile, desktop, tablet).

  • 4

    Additional Valuable Metrics:

    • Video completion rate: This tracks the percentage of viewers who watch your video until the end.
    • Social media shares: Monitor the number of times your video is shared across social platforms.
    • Brand sentiment: Analyze viewer comments and feedback to gauge brand perception and audience response.

    • Don't get overwhelmed! Focus on the metrics most relevant to your goals and target audience.
    • Track trends over time: Analyze how your metrics change over time to identify patterns and adjust your strategy.
    • Compare to benchmarks: Benchmark your performance against industry averages and competitors to understand your position.
    • Use insights to optimize: Use your analytics data to refine your video content, distribution channels, and CTAs for continuous improvement.

    By effectively defining your video marketing goals and diligently tracking these key analytics, you can gain valuable insights into your campaign's performance, optimize your strategy, and ultimately achieve your desired results.


Video marketing can seem to be a daunting task in the beginning, but with the right people, practices, and purpose, companies can build a repository of relevant video content for each stage of their sales funnel. From educational videos to employee engagement videos, the scope for modern B2C and B2B demand generation marketers is immense.

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