The Power of Video Marketing: How to Use Video Content to Boost Engagement

Video Marketing

The Power of Video Marketing: How to Use Video Content to Boost Engagement

If a picture is worth a thousand words, then a good video should be worth at least ten thousand.

Original and creative videos are much more than images and sound: they are pieces of content that impact, excite, provide value and, above all, connect you with your audience.

So if you have a business with a presence on the Internet and especially on social networks, first of all, you should ask yourself: is video marketing an important part of your social media strategy?

When you finish reading this article you will wish it were; because video marketing is attractive, generates emotions, increases virality, increases engagement, is good for SEO, does not require large expenses or investments (you can even make your videos for free) and your potential clients also like it.

So do you have any reason not to use it? Not really.

For this reason, and so that you can take full advantage of the power of videos, we are going to share with you everything you need to know so that you can create your own video marketing strategy in just 8 steps.

But first, let us show you in more detail what video marketing consists of and some compelling reasons to include it in your content strategy.

What is video marketing and why should you opt for it?

Video marketing or video marketing is the use of video within a digital strategy to publicize, position, promote and sell a brand, company, product or service in order to achieve the objectives that you have set for your business.

It is called to be the present and the future of digital marketing and more and more companies, both large and small, are betting on it by including video marketing in their actions on social networks. The truth is that they have no shortage of reasons for this.

Did you know, for example, that 78% of the content consumed online is already audiovisual content?

Video content is liked and attracted, among other reasons because it is easy and quick to consume, does not require any effort, is entertaining and provides value. In addition, it is super effective for all types of businesses and acts as a springboard that accelerates the path towards your company’s objectives.

In fact, 80% of users remember a brand or product better if they have watched videos of said brand.

Not only that, but 57% of consumers are more likely to purchase a product after watching a demo video about it.

Furthermore, 45% of consumers affirm that after watching videos of the brand, their behaviour towards the brand changes to such an extent that 26% seek more information about the brand, more than 20% visit the corporate website and more than 15% visit the corporate website. Go to physical or online points of sale to purchase the product.

Even companies of the stature of Amazon and Dell claim that after watching a product video, the probability of purchasing said product increases by approximately 35%. Almost nothing!

Seen this way, you are surely eager to start including video marketing in your digital strategy, but there is still more.

Videos are closer, shareable, go viral more easily than other content, generate trust, provide credibility, give visibility, arouse greater interest, offer better positioning, increase the duration of visits, increase conversion ratios, and humanize the company, they encourage interactivity and are just getting started. seriously compete with television because we spend more and more time on the Internet and less in front of the small screen; We even prefer mobile devices to watch series and content.

And to all this it is worth adding that video marketing does not have to be expensive (you can even make your videos completely free) and it is a type of content that does not expire but is always available to your potential clients with whom you can Create the video once but it will guarantee you results continuously.

How to set your video marketing strategy in 8 steps

Absolutely all of us have shared or forwarded a video that we liked at some point, but that does not mean that you should limit yourself to creating videos and crossing your fingers that they are simply shared, but that to be successful they must be part of a whole; that is, a previously designed, structured and delimited strategy.

Here are 8 steps that will help you design your video marketing strategy.

1. Define your goals and objectives

What do you want to achieve with your videos? With them, you may want to attract more traffic to your website, get more views, increase the number of followers, generate conversions, improve your brand image, reach more potential customers or get more sales.

Be that as it may, asking yourself what your objectives are and defining them is essential so that you can design a video marketing strategy that works and guarantees results.

2. Spend time getting to know your audience

How are you going to be able to make videos that your audience will fall in love with if you don’t know who you are targeting or what needs your ideal client has?

For all this, it is vital that you spend some time defining your Buyer Persona or ideal customer profile, and that you also try to know everything about them: their tastes, needs, challenges and concerns. The more you know your potential customers, the better you can connect with them and offer them what they need thanks to video marketing.

Australian personal trainer Kayla Itsines, for example, knows how to do it very well. At 23 years old, he got his 100th follower on Instagram without realizing it, but now he lives off of them and already has 1,750,000 followers on the platform, to which we must add another 7.4 million on Facebook and 368,000 followers on Instagram .

3. Choose what type of video you are going to make

Once you know what you want to achieve and who you’re targeting, it’s time to decide what types of videos you’re going to include in your strategy and then prepare a script ahead of time to make sure you don’t forget anything important.

There are many ways to do video marketing depending on what you want to convey; For example, you can make corporate videos to improve your brand image, testimonial videos to show your audience what your customers say about your products, or tutorial videos to explain how a certain product or service works.

4. Select the right tools

If you are going to dedicate yourself to making videos regularly, then you will need to have some tools that can facilitate the process.

There are paid ones and also free ones; The most important thing is that you choose the ones that both you and your team are comfortable working with and will work to create creative videos that reach your audience. There are many options!

For example, you have surely heard of Vine, an iPhone application that allows you to create short six-second videos and then share them on various networks such as Facebook or Twitter ( and that even allows you to add hashtags.

Well, companies like Samsung, Oreo or Amazon have already opted for these mini audiovisual pills that are characterized by being easily consumable and shareable. And they’re not doing bad at all. Like them, hundreds of brands have already leaped.

You also have other very complete tools dedicated to brands and businesses that want to generate conversions that come with many options like these 10 that we show you below:

  • Wideo, which allows you to make animated videos, whether about product demonstrations, service explanations or training videos.
  • GoAnimate, to create professional-looking animation videos for brands.
  • Sellamations, to generate original videos in doodle format.
  • Stupeflix, to create videos using clips, photos and music.
  • Videolicius, to create videos from your smartphone or tablet.
  • Powtoon, for animated videos and presentations.
  • Prezi, for presentations in video format with an interesting zoom function that provides a very professional touch.
  • Animoto, to create videos quickly and easily by simply inserting images and videos and personalizing the video with music and text.
    Viddyad to create branded ads between 10 and 60 seconds.

you can also check free SEO tools for blogging here

5. Harness the power of storytelling

Think Cola brand (cold drink)  When have they tried to sell you their products by mentioning the bubbles, the color of their soft drink or the resistance of their different packaging? NEVER.

Because the brand is committed to not talking about its product and, on the contrary, telling a good story. That is storytelling, the art of telling a good story to connect with your audience, and you should already know that it is a factor that makes the difference.

When your customers buy your product or service, what they are really buying is the emotion you make them feel.

Without going any further, when Apple first presented the iPod it did not talk about its storage capacity or its design but told us the story of “1,000 songs in your pocket.”

6. Use all possible channels

Surely when you hear the word “video” the first thing that comes to mind is YouTube, and that is normal. The truth is that having a channel for your brand on the platform is essential, but don’t limit yourself to carrying out your video marketing actions only there.

In fact, it is true that YouTube is the third most visited page in the world, but did you know that the second is Facebook and that the latter rewards those businesses that share videos native to the social network? The same happens with other networks such as Twitter (x) twith Periscope, Instagram with Instagram Stories or Snapchat to give just a few examples.

So research well what platforms your clients are on and have a presence on them by sharing your videos on YouTube but also on Twitter (,  and Facebook.

7. Add value, innovate and use humor

Every day millions of videos circulate on the Internet, so you have to strive to be different to be able to stand out from the rest and this is achieved by providing value, innovating and why not using humor.

One of the best-known videos precisely for its innovation and humour is that of the American brand, which four years ago invested $4,500 in its presentation video and in just two days gained 12,000 subscribers (customers) for the shaving service. . . monthly shave.

The key to the ad? As you can see below, the corporate video showed the CEO of the company walking through his facilities and showing all the benefits of belonging to the club in an innovative, different, original and fun way.

8. Add a good call to action to your videos.

Never post or share a video without first adding a good call to action; That is, a word, phrase or button that invites users to perform a specific action that you have previously defined based on the objectives you want to achieve: visit the blog, comment, share on networks, subscribe or any other action.

In order for your audience to do what you want, you have to tell them and that is precisely what Calls to Action are about.

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