Understanding The Importance of Video Marketing

HomeVideo MarketingUnderstanding The Importance of Video Marketing


Marketing is a key component in bringing in sales for a product or company. Video marketing for business startups is not as difficult or costly as you may believe. If you happen to be reading this article on your mobile phone, you already have a video recorder right there.

You can make marketing films that astonish your viewers with a little forethought and a dash of ingenuity. If you’re still not convinced about the importance of video marketing for your business, especially if it’s a tiny one, consider the following methods.

What is video marketing?

What do you see when you look at a picture? Well, for most people, it is just a picture. But, when you consider the statement, “a picture is worth a thousand words,” and then you go back to that picture, you’d find that there are indeed a lot of unsaid words just by looking at the picture. Now, imagine what a video has in the same sense—perhaps we should multiply a thousand by a thousand.

Video marketing refers to videos promoting and informing people about a service or product. It aids in increasing interaction on your digital and social platforms, educating your audience, and allowing you to reach out to them in a new way.

Why is video marketing so important?

The use of video in marketing is growing in popularity among organizations of all kinds, including small enterprises and business owners.

According to a Renderforest survey, videos facilitated:

  • 70 percent increase in brand awareness
  • 51% increase in traffic
  • Sales increased by 34%.

Isn’t the result breathtaking?

Their appeal stems from their ability to engage prospective customers across numerous channels. Videos are progressively being used by startups and grounded enterprises to acquire, persuade, and retain new consumers with amazing success.

What are some advantages of video marketing?

Businesses are increasingly adopting videos to communicate with their consumers as they have access to speedier networks. Many companies, including your rivals, utilize videos to help them capture value from their customers.

  • Stay visible on social media for longer
  • Increase your visibility and interaction.
  • Improve your product’s perception
  • Make yourself more noticeable.
  • Allow your audience to interact with you in a more personal way.
  • Are effective sales tools
  • Increase your search engine ranking.
  • Are getting more and more popular on a variety of platforms.

Types of Video Marketing

Videos used to promote products and services spread from one to the other. We have curated a list and tips on the various video marketing types. Demo Videos It is used to explain how a product works, and software companies mostly use demo videos. It is also used for tangible product marketing. Event Videos This is used on social media platforms to publicize events, conferences, and social gatherings. They are used to create awareness for an upcoming program or event.

These are the more popular video marketing types out there:

Instructional Videos:

These are videos created to teach the basics of work roles and responsibilities, and they can be used to introduce an audience to a new concept, service, or product.

Explanation Videos:

It serves to explain an offer to a client for a better understanding of the product or service.

Interview Videos:

Top-level workers in your organization are interviewed and video recorded to explain their thoughts about the organization and a product or service they developed or rendered. Conglomerates use this type of video to explain new services developed by their team of experts.

Livestream Videos:

These are videos shot to showcase the real events behind the scenes at your company. Celebrities use this type of video a lot to carry their viewers along. Also, religious groups, conferences, broadcasting stations, and companies use this type of video for their programs and services.

Customer Testimonial Videos:

You want to capture your prospective customers’ attention by proving to them that the particular product is effective. A customer testimonial video gets your trusted customer to talk about your product or services, the benefits, and how it has helped them. It’s mostly for new products and services.

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Brand Videos:

This particular type of video is used for showcasing the company or brand’s vision, mission, or product. Its objective is to create awareness or attract clients for the company and brand.

Augmented Reality (AR) Videos:

This video helps create digital layers or graphic projections of a place, giving you a highlight when you need it without you being there.

Virtual Reality (VR) or 360° videos:

This video gives the experience of viewing videos from different angles, which involves using devices like Google Cardboard.

Since you now understand the types of videos you can create for marketing your products and services, let’s get down to how to make videos.

How to Create Your Video for Video Marketing

These steps are required for you to create an amazing and purposeful video.

Planning your Video

This is very important because it is in your plan that you get into the details and purpose of what the video is all about. The steps, the script, the acts, and the breaks during the video shooting are all done at this stage. It is very important to capture the audience’s expectations about the video and make sure your customers are called to action. These are the essential questions to ask when planning a video:

  • What is its goal of it?
  • Who is the target audience?
  • What’s the budget?
  • When is its due date?
  • Where will the video be broadcast?
  • Creative requirements for the video
  • Success criteria for the video
  • Why video marketing?
  • The use of video in marketing products and services

The answer to these questions dictates how your video will be, and it’s the major criteria for successful video marketing.

Scripting your video

Scripting your video is very important for business videos. For example, not all types of videos are scripted, vlogs, holy grails, etc. Scripting your video makes you understand the audio tone and visual actions needed when shooting the video.

During scripting, you edit and refine the taste of the video, giving it its desired taste. The video’s intent must be communicated early when scripting the video so that the viewers will be carried along easily. Another thing to look out for is the language, tone, and gestures used to communicate the idea you are presenting in your video.

You can use Google Docs to create a script, which allows your script team to work on a particular document at once, giving comments and brainstorming ideas together.

Lastly, make sure that your script considers the timeframe of the planned video so that it will be perfect.

Shooting Your Video

Every cast and crew member must understand the function of the camera and equipment used on this stage. It’s also where the cast gets familiar with the angles of the camera and positioning.

You can also shoot with an iPhone. An iPhone or any good camera smartphone gives you the best video quality for your video marketing. People often use smartphones or iPhones to create skits and videos for their products or services. This is a great start as you will get familiar with selling yourself to your clients.

Using a camera

You must know how to use cameras for your video marketing. There are two possibilities in this case. The Marketing Manager often contracts video shooting to third-party contractors who are experts in shooting videos. This is a great way to solve the problem of shooting your video stage, but if you have a camera, here are a few ways you can shoot your videos.

Understand your camera’s manual setting

Every camera has a manual. In the camera’s manual, the manufacturer has a description of how to operate your camera for shooting a video. The parts that you need to focus on when shooting your videos are colour balance, framerate, ISO, shutter speed, aperture, etc. Let’s give a brief description of the parts.

Colour balance

This gives your camera the type of environment it needs for your video shot. There are different environments in the camera; we have daylight, night, cloudy, tungsten, etc. All these environments create the best natural backdrop for your video when shot. You can change this environment so that your video will have the best colour balance.

Frame rate

Knowing the frame rate helps the video quality when your customers are viewing it. There is a lot of frame rate on the camera, and most people use 24fps to create high-quality cinematic videos, while 30fps is used for projected videos. The best frame rate to start with for all videos is 1920 × 1080, and you can use another upward frame rate for better quality footage.


ISO is your camera’s exposure to light, and the lighting in your environment dictates your camera’s ISO. The sensitivity of your camera to light ranges from hundreds to High ISO produces noisy and grainy shots, while low ISO produces crisp shots. High ISO is used indoors, while a low ISO of 100-300 is used for outdoor shootings. In essence, make sure that the quality of light in your video is normal and gives your environment the best mood.

Shutter speed

Shutter speed is the rate at which your camera captures an event. It is measured by using the framerate of your video, and its calculation is very similar. For example:

If your frame rate is 24fps, multiply 24 by 2, then by 1/48 to get your shutter speed. Rounding it up, you have your shutter speed set to be 1/50.

For 30fps, the shutter speed is 30×2, which is 1/60.


Aperture is used to measure the light that enters your camera’s lens. You use an aperture for the brightness of your video and the depth of field, and it helps you stand out against the background in your videos.

Once you’ve understood all these requirements, shooting your video with your camera won’t be a problem. There are a lot of equipment used for producing a video, which includes:

  • Audio equipment
  • Microphone recorder
  • Listening equipment
  • Preparing your casts

It is important that your actors are ready for their roles. Their performance is very important as they will communicate the idea and the purpose of the video. Their gestures, tones, and language are very important. It is important that they all understand their roles, when they are to come in, and how to interact with other animate objects in the video. Also, converting your audience into your clients through their actions is very important.

Editing Your Video

It’s best that you edit your video while and after shooting it. While shooting it, you can correct the actions and tone. You can also reshoot a certain scene to make it fit. Once this is done, your video is 60% completed. Editing after shooting brings excellence to the quality of your video. Editing is one of the major functions of video marketing. A good video edit will show the brilliance of the actors and win the audience. So it’s important to pay attention to both the shooting and editing of your videos.


If you are a business owner and have not given consideration to video marketing, you may be the one impeding the progress of your business. If you want growth for your business, you need to consider video marketing. We hope this article has shed light on what you need to know. Don’t hold back now. Businesses don’t just grow on their own — extensive marketing and any means available are required.

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