How to Build an Effective Video Marketing Campaign

Videos will likely command 80% or more of the Internet traffic in the next few years.

Videos help people make purchase decisions, improves brand recall, and it works on most devices.

Those smartphone and tablet screens aren’t always great for reading, but they’re outstanding for video.

You might hesitate, but not using video marketing in the online marketplace will put you at a strategic disadvantage.

Even so, it’s not enough to just have video; you and your company need a strategy.

Below are a few of the essentials you’ll need to know in order to create your best and most successful video marketing campaign.

1. Start With A Mission

Before anyone sets up a tripod or yells “Action!” — you need to get introspective and personal.

What’s your story?

What are your motives and mission of your organization?

What are your business’s goals and values?

For example, let’s say you run an after-school art program for at-risk youth.

Sure, you could just say that you want to teach kids art.

Which is true, but it’s not the whole story.

Why an after-school program?

Why at-risk youth?

Did art keep you personally out of a gang?

Did a similar program get you into college?

These are the kind of questions you need to ask about your own motives and values.

Delving into what makes your organization tick allows you to communicate it more effectively in a video.

Which one of these sounds compelling to you?

“We want to teach kids art!”


“Art saved my life. It kept me off the streets and out of gangs. We want to help give your kids the same chance.”

The first one says something true but vague. The second one encapsulates your entire mission in an intimate way.

2. Tell A Story

In that same vein, you don’t want the focus of your video marketing campaign to be solely on selling something.

To put it bluntly, it can be boring and people will see right through it.

Take your mission, values, and goals and turn it into a story.

What story can you tell about your organization?

Stories are integral to video because they involve people talking about things they care about.

Story conveys meaning and value.

Having a story in your videos makes them compelling.

Make sure your customers know what you do, whom you do it for, and why you do it.

3. Have Different Types of Videos

In order to have a most successful video marketing campaign, you should diversify the kind of video content you’re putting out there.

Your “story” video can act as your primary video.

Beyond that, though, you should also expand into how-to videos, educational videos, and more.

Just make sure that your content is still relevant, as your various videos will depend a lot on your organization.

For example, your videos can show how your products work or how to use them.

You can also provide your customers with creative ideas to get the most value out of your service.

Testimonials and statistics also help boost your trustworthiness and credibility as a brand.

4. Create with Social Media in Mind

One video on one platform may not work on another platform.

Keep this in mind before cross-posting videos from YouTube to Instagram, for example.

Attention spans on social media are often proven to be really small.

That means you better keep your video short.

If you can say what you need to say in 30 seconds, then do it!

Do this by keeping things simple and concise.

If you’re going to convey information, do it in the same way you might treat bullet points.

Hit the big points and leave the smaller details for the links to your web pages.

In addition, unless your topic is serious, keep your videos upbeat and light.


These are just a few of the essentials of jumpstarting your brand’s video marketing campaign.

With a solid grasp of these essentials, you’ll have people sharing your video in no time.

Make a video marketing campaign that people won’t forget and will keep your viewers entertained and interested.

Here at Parallel 40 Productions, we specialize in producing video content for businesses and non-profits alike.

Want to jump-start your own successful video marketing campaign?

Check out our article on why hiring a professional video service is right for you, or contact us today!

By | 2018-02-21T00:03:15+00:00 February 21st, 2018|Social Media Marketing|