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  • Christian Fagerlin

Video Marketing: Everything You Need to Know

Updated: Jun 9, 2021

Promoting videos is a great opportunity to inspire, motivate, and connect with your audience, as well as personify your brand. It’s no secret that videos are the future, and the future is now.

Every marketer in 2021 knows that creating a video marketing strategy is important. But you still may be wondering why video marketing is so powerful, or how to successfully deliver a successful marketing video.

Let’s dive in.

The Rise of Video Marketing

Marketing is an ever-changing industry, and video is the latest necessity. Video used to just be a unique tactic for marketers, but now video reigns supreme when it comes to content marketing.

According to Cisco, by 2022, online videos will make up 82% of all consumer internet traffic. That is 15 times higher than it was in 2017.

Photo by Erik Mclean on Unsplash

Social channels are continuing to optimize their platforms for video sharing. LinkedIn, Instagram, Facebook and Twitter now all have options for sharing “stories” and broadcasting live video. Videos are becoming easier to distribute and easier to create.

Video marketing caught a massive wave of growth in popularity during the pandemic. With people at home spending more time online with new ways to consume content, videos took off. Hubspot found that 54% of people watch online videos every day, and 78% of people watch online videos weekly.

Watching videos is the most painless form of advertising consumption for the consumer. Hubspot also found that 72% of customers prefer watching a video to learn about a product or service, and 50% of customers look for an online video about the product or service before visiting the store.

With that being said, there are numerous methods for using video in your marketing strategy. Videos can inform, inspire, gain a customer’s trust, showcase an event or tell a story. The benefits of video marketing are clear, and each type of video serves a special purpose.

Types of Marketing Videos

When producing a video for your company, start by setting some goals. What are you accomplishing by sharing this video, and how will you measure success? Is your video being shared purely to drive brand awareness? Or is it selling a particular product?

Once a goal has been determined, decide on which type of video to create. The possibilities are limitless, but here are a few standard categories used by video marketing companies:

Brand Introduction

Usually a 30-60 second video shown on the home page, this gives the customer a general overview of your products and services, as well as the mission and vision of your brand. A brand introduction is a great place to start if you currently have no videos for your marketing, but your video marketing shouldn’t stop there.


Depending on your company, your customer may require further information to thoroughly comprehend and utilize your product or service. Creating a 2-3 minute tutorial/how-to video can help give your customer valuable information and appreciate your product more.

Your business may also be a thought leader in your industry and could benefit from hosting a webinar. Typically live streamed, a webinar can be anywhere from 30-60 minutes. When hosting a webinar, offer something irresistible to your customers.

Company Culture / Behind-the-Scenes

Showcasing a “day in the life” or a “behind the scenes” style of video serves a couple different purposes. It can show potential employees what life is like on the job and it can give customers a better grasp of the values and mission of the organization.

Openly showing the workplace environment conveys a sense of transparency and openness that builds trust with not only your customers, but your employees as well. These videos are usually best to be filmed vlog-style, ranging anywhere from 5-10 minutes. The relaxed, personable feel of vlogs produces a relationship-building effect with your audience.

Customer Testimonial

As a brand, you can inform your customer about how awesome your company is all you want, but it still might not gain their trust until they hear from someone else. This is why utilizing customer testimonials is an awesome way to develop the relationship with your customer.

The sole reason someone purchases a product is because they are solving a problem. Interview real customers and ask them how your product or service helped solve a specific problem that they were facing. Customer testimonial videos usually range from 60-90 seconds.


People are naturally drawn to stories, which explains why we love movies, TV shows, books and music. Using a video this way rather than bombarding the audience with information will help them stay entertained and engaged. This is because it will address the customer’s problems, hit the right points, initiate an emotional response and offer a useful solution while avoiding being too “salesy.”

Depending on the purpose of the video, storytelling videos typically range from 30 seconds - 3 minutes. Any type of video can tell a story. Whether it be a testimonial, behind the scenes or a product demonstration, using storytelling tactics is the best way to inform, provide value and entertain your customer.

What's Your Story?

At Grand Launch Media, we believe you have a story to tell. We also believe that telling your story can help clarify your message, engage with customers, grow brand awareness, increase sales and launch your brand to new heights.

Video marketing is the next big thing. Contact us today. Let’s create.

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