Videos are one of the most preferred media worldwide. Online users are spending increasing amounts of time watching them.
For businesses, it is an opportunity to develop their video marketing strategy.
Getting started with video campaigns requires preparation. We will guide you in crafting a plan and handling the video production tasks in this article.
What is a Video Marketing Strategy?
A video marketing strategy is a digital process.
It involves creating video content to achieve business objectives. It goes through 8 steps that we will detail below.
What is Video Marketing?
Video marketing uses video content to promote one (or several) of the following:
- Brand
- Product or service
- Information
We associate the concept of video marketing with businesses. Individuals with a non-profit vision don’t do it.
Even with experience, video marketing usually comes at a cost, which explains why people don’t consider it when sharing personal media content, for example.
Types of Videos
There are many kinds of videos. We can group them into 3 main categories:
- Educational (informative, explainers, how-to videos, testimonials)
- Entertainment (gaming, vlogs, music, events)
- Product (or service) videos, branded videos, demos
Educational and entertainment videos are the most popular, as anyone can produce them.
The third category falls into promotional and business-oriented videos. Companies publish them to reach goals.
Importance of Video Marketing
To understand the importance of video marketing, let’s review its 3 main objectives:
- Awareness
- Engagement
- Conversions
Videos are among the most efficient ways to increase online visibility. For example, most influencers rely on their YouTube or TikTok channels to succeed.
As people consume more videos and spend more time on this format, video marketing offers huge opportunities for creators.
Besides, videos tend to engage viewers, especially when they trust the creator (for example, when sharing similar interests or expertise).
Videos represent a great way to simplify topics. Instead of reading a 10-minute article, everything can be explained in a 2-minute recording.
While videos alone do not always convince audiences, they work well when running along other campaigns (for example, Google or social ads).
Video Marketing Statistics
2025 update:
- 90% businesses leverage video marketing strategies
- 55% businesses create videos in-house
- 73% are explainer videos
- 51% videos are AI-generated (or get AI support)
- 48% marketers plan to spend more on video marketing next year
- 36% marketers invest in video ads (64% rely on organic performance)
- 49% videos are between a half and a full minute long
- 75% video views happen on mobile
8 Steps to Build Your Video Marketing Strategy
Prodima recommends building video marketing strategies by following these 8 steps, in this order:
#1 Define Your Video Purpose
It is easy to get lost when creating a video. Over 35% businesses don’t even know where to start. As a result, they often waste time, effort, and money.
Here is the very first step: be clear about the video objective. What is its purpose? What do we want to achieve?
Videos can serve any of the following goals (sometimes even a mix of them):
- Brand awareness (reach, impressions, engagement)
- Information or education
- Conversion (sign up, phone call, purchase, etc.)
Brainstorm to have a precise end in mind. The whole video marketing strategy will depend on this factor.
If you are still unsure, check what the competition is doing.
If they also publish videos, understand the reason why. Do they want to inspire their audiences? Or let them know about a new variation of their product?
Based on this information, you will build your plan.
#2 Know Your Video Audience
Videos depend on the audience’s persona. Marketers must adjust the production phase to the target audience.
When the audience pool includes people with too many different profiles (demographics, interests, location, etc.), the best practice is to segment them and create dedicated videos for each segment.
Like ad campaigns, personalization guarantees better performance.
#3 Calculate Your Video Budget
In most cases, a video marketing strategy is expensive. Not only during the production phase, but also during the promotion.
Before starting anything, we highly encourage creators to estimate the total budget required, from the video script to its deployment.
Also, shall we expect any Return On Investment (ROI) from this video? As explained above, each video must have a purpose.
When running a promotional campaign looking for conversions, one video is never enough. We need several, which implies a decent budget.
Better to anticipate than realize during half of the production that the video marketing strategy is not economically viable!
#4 Produce Your Video
Before activating this step #4, ensure you have completed the three previous ones.
Any marketer can handle the first three steps. However, video production, including recording and editing, requires skills and a minimum of equipment.
If you have no experience at all, we encourage you to work with professional video producers.
Regarding materials, there are many options available, including this high-quality online video-making tool. Look for a good range of custom templates and audio sources.
Here are the most important phases of video production:
- Ideation and brief
- Storyboard (video script)
- Design, animation, art direction
- Voice and sound
- Recording
- Post-production (editing)
The video production phase is the core of the entire video marketing strategy. Polish it.
#5 Choose Your Video Publication Channels
Time to publish your video. But where?
If you completed the previous steps well, the platform’s choice should be intuitive.
We host most videos on dedicated channels (social media). However, we can also embed them in websites or emails.
While platforms like YouTube guarantee high visibility, we also recommend that businesses publish their videos on their websites. Unlike third-party platforms that can shut down branded accounts at any time, companies own their websites.
#6 Implement Video SEO
Publishing a live video does not guarantee high visibility or performance.
It is actually the beginning. We must promote them to reach audiences.
There are two main ways to do so:
- Video SEO (step #6 described here)
- Video ADS (step #7 described below)
Like classic SEO for web pages, we can boost videos’ online visibility through vSEO (Video SEO).
YouTube is the second most-used search engine worldwide (after Google, both owned by Alphabet). Video SEO happens on this platform.
Here are the most crucial factors to do vSEO:
- Keywords
- Video title
- Video thumbnail
- Video subtitles and captions
- Description
- Tags
Take time polishing those items. They significantly improve your videos’ performance.
We recommend using free tools like the vidIQ Chrome extension.
You can also work with video SEO (vSEO) professionals to maximize your organic video performance.
#7 Promote Your Video with Ads
Organic optimizations (step #6 above) should be at the top of the to-do list to promote videos. Unfortunately, it takes time.
Running ads is the perfect way to get noticed quickly. Of course, it comes at a cost.
Go to YouTube Ads, another free service from Google. You need a Google account to access this tool.
For more information, please read our complete Google Ads running Guide, including video ads.
Contact our Prodima experts if you need to promote your YouTube channel.
#8 Measure Your Video Performance
Once the video is published on the internet, optimized for good organic performance, and supported by ads, we must monitor it.
In the YouTube Studio, have a look at the Analytics tab. It is the right place to follow up on the most important video metrics, like:
- View count
- Engagement rate
- Video shares
- Comments
- CTR (Click-Through Rate)
- Percentage watched
Based on this data, marketers adjust their live videos or change their strategy for future ones.
Performance measurement is as important as video production itself.
6 Tips to Boost Your Video Marketing Strategy
In addition to following the 8 steps listed above, Prodima invites video marketers to consider these 6 professional tips when implementing video marketing strategies.
#1 Start Strong
Pay attention to the first 3 seconds of your video.
Attention span is reducing over time. You must captivate your audience right away. Otherwise, they will skip to the next video.
Implement a solid catch right at the beginning.
Never start with “My name is ABC, and I will introduce the product XYZ.” Instead, mention a common pain point, then introduce the solution.
#2 Keep Videos Short
We have already mentioned that people’s attention span is becoming shorter.
Long videos don’t perform well. Viewers do not have the patience to watch it through to the end.
Most videos should last between 15 seconds and 1 minute only. For educational or entertaining videos, target between 9 to 30 minutes at max.
A corporate video should never reach 5 minutes.
In short: keep it short!
#3 Integrate a CTA (Call-To-Action)
CTAs ease decisions. They share information to make it simple to proceed with the next step.
When you promote your product with a video, you want viewers to be able to contact you. Or sign up. Or book. Or purchase.
Include a CTA (usually at the end of the video).
It must be a simple but powerful visual with an action verb (for example, “Sign-Up Now!”). Share your phone, email address, website URL, etc. All the information people need to act.
This final screen should last around 3 seconds, so people have time to digest (and pause if needed) the CTA information.
#4 Leverage YouTube
We will never say it enough: YouTube is your best friend to promote your videos.
It remains the #1 video channel worldwide today. It offers many tools to develop your video marketing strategy. Use them.
Even if you plan to upload only a video to your website, ensure it is available on YouTube as well. It should be the case, by the way, because for loading speed matters, you should never directly upload a video to your CMS. Instead, embed this YouTube video on your website.
#5 Adjust Videos to Your Audience
“One video to rule them all” is not a thing in video marketing.
Digital trends favor hyper-personalization. In a perfect world, you would create a dedicated video for each viewer.
Obviously, it is too challenging to do so. We can still group audiences into clusters based on similar profiles.
Publish videos to address each group’s concerns if you want to succeed.
#6 Adjust Videos to Your Platform
Videos do not perform the same on YouTube and on TikTok.
Not only are the interests different, but the formats are different as well. On YouTube, we tend to publish longer videos. On TikTok, shorts and 5-second video compilations work better.
Video sizes also matter. YouTube best supports 16:9 or 4:3 ratio videos, while Meta (Facebook and Instagram) prefers square videos.
Finally, we must acknowledge that platforms compete with one another. They want to keep their audiences on their own channels. So, when we insert a link to a YouTube video in a LinkedIn post, LinkedIn doesn’t really appreciate it.
To solve this issue, you have two options:
- Upload the video to the social platform (so the video will “belong” to the platform, and people won’t need to leave it for another channel)
- Add a link to the video on the first comment, under the post (up to date, social media platforms do not monitor links in comments as much as links in post contents)
Follow our 6 steps to make your video marketing strategy successful!
Next Steps on Video Marketing Strategy
A video marketing strategy is more than just recording a video to publish online.
A lot of preparation is involved. The post-publishing phase also matters to boost the video’s reach.
YouTube is the channel to go to. However, there are different video options available based on your specific needs.
For more information, don’t hesitate to contact us and get a free consultation!
