Video Marketing Strategy 2024 – Complete Actionable Guide

Picture of Komal Chaturvedi
Komal Chaturvedi

Co-Founder & CEO, MotionGility

Video Marketing Strategy
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    I totally understand why you’re searching for a perfect video marketing strategy. 

     

    The competition is going mad, new strategies are being formed and executed, and you badly want to get in front of your desired target audience.

     

    Undoubtedly, videos have become the key spokespersons of brands globally today. 

     

    And their increasing usage should be leveraged to achieve target marketing goals through effective videos.

     

    So below, I’ve shared a comprehensive strategy on how to market your videos, the best video types, trends, distribution channels, etc.

     

    Remember – A strategy works best only when it is tailored as per a brand and video’s requirements. Yes, the fundamentals remain the same but it’s advisable to make changes that suit your goals better.

     

    Before getting into the strategy part, here’s what a strategy means…

    What is a Video Marketing Strategy?

    seo & video marketing

    Coined by marketers, a video marketing strategy is a comprehensive plan of leveraging videos to market a brand’s product or services to the target audience.

     

    This involves figuring out effective video material, the right set of audience, identifying marketing goals, budget planning, choosing the right distribution platforms, etc.

     

    If you’re a marketer yourself, you would be already familiar with how significant devising a strong video content strategy is and the results it can fetch if executed correctly.

     

    But if you’re someone who’s working on creating it for the first time, I’ve got you covered. 

     

    Here’s your digital video strategy:

    Complete Video Marketing Strategy for 2024

    Video production is one thing, marketing is second. 

     

    And you surely wouldn’t want to simply publish your video on platforms and anticipate an inflow of engagement from your audience immediately.

     

    There has to be a purpose defined before you begin working on your marketing strategy. Let’s begin –

    1. Define Objectives and Target Audience

    First things first – Objective or Purpose identification is a must if you want to smoothly navigate your video marketing process and generate results.

     

    Now this refers to the agenda you plan to fulfill by marketing your videos. 

     

    It can be: Raising brand awareness, marketing a product, generating leads, addressing queries for brand reinforcement, viewer engagement, etc.

     

    Once you have your objectives sorted, next is identifying the right set of audiences who are either your potential customers or can be one.

     

    This is crucial for your video’s success. If you manage to make it reach the audience that genuinely cares about your content, you’ve won half the battle.

    sales funnel tofu mofu bofu

    Video Marketing effectively requires you to possess concrete knowledge about the sales funnel stage at which your target user currently falls.

     

    They could be either at the awareness stage or conversion stage or anywhere in between. So it’s advisable first to develop a buyer persona and segregate your audience into different clusters. 

     

    By doing so, you will be in a better position to target your audience and avoid making your video marketing efforts flop.

     

    Once you are done with audience mapping, it’s time to select your best video material.

    2. Identify a User-centric and Engaging video

    Here’s the key part – Choosing your best video for marketing it to achieve your desired objectives.

     

    For obvious reasons, I’m assuming your videos are created with a specific agenda – product demo, brand video, consumer education, employee training, app launch, etc.

     

    Whatever video you plan to bring in front of the eyes of your target users, you must understand its potential and the message it will convey.

     

    Understand it through a real example from one of Asana’s videos:

    In this video, Asana addresses a common problem faced by teams by highlighting the problems faced and how it comes out as a concrete solution for helping boost efficiency, track workflows, and increase accountability.

     

    Now think of this from the sales funnel POV. Isn’t it a perfectly produced motion graphics video ad to target potential customers? You get it, right?

     

    This is why choosing a perfect video aligning with your goals is crucial for generating results.

    3. Choosing Video Marketing/Distribution Platforms

    The right video marketing platform will amplify your video’s reach and the wrong one, will kill it.

     

    But why is it so crucial to select the best distribution platform for videos? Here are 2 reasons why: 

     

    [A] Platform-Content Compatability:

     

    What works on Instagram might not work on TikTok or say, YouTube. This is because your target audience doesn’t need to be consciously active on all social platforms.

     

    They could be on Instagram for entertainment purposes and choose LinkedIn for informative content. 

     

    So what’s important is to identify your audience’s interests, optimize & analyze your video’s likeability, and choose a platform accordingly.

     

    For example: If you have short videos, choose TikTok, Instagram Reels, YouTube shorts, etc., over long-form video consumption platforms.

     

    Or if you wish to market your brand explainer videos, marketing it on YouTube & LinkedIn would work best.

     

    [B] Scope of Community Building:

     

    If you plan to target a B2B audience on LinkedIn through your videos, you could capitalize on the audience available thereby engaging with your potential customers and building relations with them.

     

    Now this is possible even on Instagram and X [formerly] too. So the idea is to proceed with a platform that allows you to get closer to your target audience.

     

    This will help you reinforce brand recall, garner attention for new updates, and boost conversion chances.

    4. Set Timelines and Budget

    This is another crucial aspect that many companies tend to sideline when not only producing the video but also marketing it.

     

    At MotionGility, we follow a streamlined process that allows us to stay within our internal timeline & budget boundaries and serve our clients better.

     

    Now these timelines could be anything related to research, pre-production, post-production, client feedback, marketing campaigns, etc.

    So just like how adhering to strict timelines can allow you to stay on top of your production, setting up a realistic budgeting plan will ensure wastage of resources. 

     

    This way, you would stay aware of your money being spent on campaigns, marketing strategy formulations, collaborations, etc.

    5. Monitor Performance and Analytics

    Now that you’ve run your video marketing campaign and generated measurable results, it’s time for performance analysis.

     

    Check whether you managed to reach your target markets and more than that, generate engagement from your audience or not. 

     

    Also, analyze how many clicks the video’s thumbnail generated overall, what are the average views on your video, and how many seconds/minutes it managed to retain your audience’s attention.

     

    Analyzing the performance from the data available is a crucial process to help locate loopholes and areas of improvement that can be implemented in the next campaign.

    6. Leverage AI for optimization

    Today, there are tons of AI tools available that can finely help you improve your video’s quality in terms of captions, visual effects, grids, etc.

     

    These tools are aimed at helping creators and small businesses with quick video creation, thus helping them boost their brand’s visibility.

     

    However, suppose you’re an enterprise planning to communicate or promote your brand.

     

    In that case, you can even generate stock footage and integrate it into an animated multimedia style video from mainstream video production agencies.

    Wondering how you can leverage Generative AI in video marketing?

    Check out: OpenAI Sora – Will it destroy the video production industry?

    3 Key Elements To Consider While Creating A Video Advertising Strategy

    3 key elements to consider while creating a video advertising strategy

    I’m sure you have now got a broader understanding of what an effective strategy looks like.

     

    Now before you sit down to begin executing it, here are 5 key elements you must keep in mind while creating a video marketing/video advertising strategy:

    1. Exercise Visual Storytelling

    This is one of the points most video production companies often sideline. At the center of your video, there must lie a compelling narrative that hooks viewers.

     

    Many brands put visual storytelling to work, thus pushing their video marketing efforts to attract the audience and encourage engagement.

     

    Focus on crafting stories that evoke emotion. It will help establish relatability and allow viewers the space to feel a sense of brand loyalty.

    2. Maintain Brand Consistency and Authenticity

    While creating your video and then executing your marketing strategy, adopt a brand tone that resonates with your target audience.

     

    It will help improve brand recall and increase likeability in their minds toward your product and brand at large.

     

    On top of this, your messaging and overall communication must stay consistent across all touchpoints to reinforce brand loyalty.

    3. Develop a Strong Call-to-Action

    CTAs are what drive potential customers to your website, landing pages, or any destination page where they can be encouraged to take action.

     

    Place them strategically in your video ads with an irresistible call to action that forces your visitors to encourage signups, promote purchases, download e-books/guides, etc.

    What are the best Video Distribution Channels?

    Now that you’ve your strategy right, it’s time to choose the best platforms for marketing your video. Again, they need not be those that the brands you admire are using.

     

    You must identify your target audiences’ psychology and buying behavior as it will help you deeply understand their interests.

     

    Broadly, there are 3 channels: Paid, Owned, and Earned Media.

    1. Owned Media

    The digital assets you own are generally known as owned media. Now they could be your brand’s website, a blog or newsletter that you run, your own social media handles, etc.

     

    You can attach your video to your homepage or integrate it into one of your high-performing landing pages for maximum visibility.

     

    These channels should be your first choice to market your video and increase its reach in your target audience.

     

    Mainly because it’s here when you already have a connection established with your existing customers and potential customers who are consuming your branded content.

    3 best video distribution channels

    2. Paid Media

    Put simply, these are platforms or spots that you pay to promote your video content. Examples include YouTube ads, Social Media ads, television commercials, etc.

     

    By running paid advertisements of your videos on such platforms, you can simply boost your video’s reach and generate considerable brand awareness.

     

    More precisely – You can even plan and execute performance marketing campaigns and run video ads to target potential customers at different stages of your buyer funnel.

    3. Earned Media

    Earned media is simply the external and non-initiated branding and marketing that brands receive through word-of-mouth channels and platforms.

     

    These could be media coverages, video mentions, viral posts, shares, recommendations, or any mention of brand assets by 3rd party websites.

     

    The bigger the platform or website talking about your video, the greater the visibility it will generate in terms of awareness and engagement for your brand.

    Best Video Styles for Video Marketing Strategy

    While running a digital video campaign, it’s beneficial to know the various video styles that you can try while planning your next video.

     

    If I talk about the ones highly preferred by marketers, they include Live, Motion Graphics, Animated Ads, Live + Animated, Vertical Videos, Explainer videos, etc.

     

    Let’s discuss a few of them below:

    1. Live Action

    As the name suggests, these videos are shot with real characters, objects, background setups, etc., and in a full-fledged movie pattern.

     

    Of course, Live action videos allow quick character improvisations, extended creative freedom, and liberty to experiment with the process on the go.

     

    However, this style is preferred mainly by brands that have a big fat budget allocated for the production of such videos.

    2. Motion Graphics

    This style is mostly used by SaaS/FinTech/Blockchain, etc., brands struggling to promote their complex products or planning to create an engaging user onboarding experience using an appealing motion graphics video.

     

    Major use cases include videos created by Slack, Microsoft, Zoho, Google Analytics, etc.

    3. Explainer Videos

    These are short animated videos [60-90 secs] aimed at explaining a particular concept, product, brand vision, etc., using catchy visuals, explainer characters, icons, and a BG voiceover.

     

    Due to their crisp length and appeal, explainer videos are loved by marketers, brand managers, CTOs, etc. Global giants such as Nissan, IBM, Amazon, HDFC, etc., regularly use these videos.

    Want to explore more video styles for your next video ?

    Check out: 8 Appealing Video Styles with Examples to choose from

    Why partnering with an Explainer Video Company like MotionGility is beneficial?

    Experience and Familiarity. This is because video production/marketing agencies are well-versed in the smallest of details related to videos.

     

    This allows them to produce engaging digital video content and actionable strategies tailored to a brand’s requirements.

     

    Here are 3 reasons why:

    • Diverse Portfolio: Having worked with hundreds of clients, we’re a creative team that knows what works and what doesn’t.

      As a result of this diversity, we’ve multiple video creation and visual storytelling ideas with them to execute after finalizing the creative setup.


    • Multi-skilled Team:

      Since video production and marketing is a dynamic process involving multi-faceted individuals, collaborating with us makes great sense from a larger perspective.


      The presence of professionals from different walks will help you open new avenues for creativity, execution practices, and storytelling for a shared goal.


    • Communication: 

      Whenever you partner with an experienced agency like us or any other, you can be well ensured of professionalism in terms of communication, deliverables, and relationships. 


      This allows you to focus on other aspects related to marketing and advertising, while the agency seamlessly takes care of your video requirements.

    Now that you’ve got a concrete idea about how you can prepare your next video marketing strategy, let’s wind it up with a few B2B video marketing statistics.

    2024 Video Marketing Statistics You Must Know

    A lot is happening in the video strategy world right now. With the passing of every 24 hours, marketers are realizing the power that videos hold today.

     

    Here’s what the numbers say:

    1. Marketers managed to reach over 92% of Global Audience through Online Videos

    The most watched video content types included music videos, how-to tutorial videos, product demos, educational videos, etc.

     

    [Source: Statista]

    video marketing statistic infographic

    2. Almost 78% of Global marketers said videos helped them boost their sales figures

    Here, marketers believe strategically integrating explainer videos into their sales funnels helped them drive conversions and sales.

     

    Source: [Hubspot]

    3. 60% of B2B Companies prefer using Animated Ads for Customer Outreach

    Quick 30-45 secs animated commercials have become fan-favorite of marketers, especially at tech companies.

     

    Taking a few names – marketers at Asana, CRED, ClickUp, Rebrandly, etc., are now regularly using such videos to achieve their desired goals.

     

    [Source: MotionGility SaaS B2B Marketing Survey]

    4. Almost 31% of viewers prefer watching Tutorial/How-to videos

    video types preferred by viewers worldwide statistic

    Apart from that, 28.9% of viewers chose educational videos as their source of discovering new platforms and products.

     

    Again, this emphasizes how important such videos can be for brands marketing complex products to their target audience.

    5. 70% of users watched videos on their smartphones in the US

    This can be attributed to the widespread availability of rapid internet connectivity and of course, the feasibility of consuming video-based content from mobile devices.


    Another interesting insight here – Almost 14-16% consumed videos from their smart TVs, which has eventually become the new form of entertainment globally.

     

    [Source: Statista]

    6. 71% of B2B Marketers use B2B Marketing

    According to the Content Marketing Institute, this number highlights the significance of why marketers believe video marketing carries the potential to reach a massive set of global audiences.

    Let’s Get Working…

    Executing a successful video marketing campaign is a tough nut to crack – Agreed!

     

    But with sincere planning, resource allocation, and distribution, you can generate reasonable engagement and nail your video strategy.

     

    If you’re someone who plans to create an engaging video to attract your target audience, get in touch with our video marketing expert over a Free 15-minute Call or fill out the form attached below.

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