Video Marketing Strategy: The Ultimate Guide (2023)

May 15, 2023 / Industry Insights / FOTW


Video marketing has quickly emerged as a game-changer for businesses looking to make a lasting impression and engage their target audience. Whether you’re a small local business or a multinational corporation, incorporating video into your marketing strategy can help you stand out from the competition and leave a memorable impact on your viewers.

With significant growth in recent years, the effectiveness of video marketing is undeniable. Recent studies show that 85% of internet users worldwide watch online video content monthly, making video the preferred format for consuming information, entertainment and brand messages. By harnessing the power of video, you have the opportunity to connect with your audience on a deeper level, convey your brand story, and inspire action.

In this comprehensive guide, we’ll walk you through the essential steps and strategies to develop a powerful video marketing campaign. Whether you’re a seasoned marketer looking to enhance your existing efforts or a newcomer exploring the possibilities of video marketing, this guide has you covered.

What Is Video Marketing?

Video marketing is a strategic approach that leverages the power of video content to engage, educate, and influence your target audience. It involves creating and distributing videos that align with your brand’s objectives and resonate with your viewers, ultimately driving awareness, engagement, and conversions.

Videos have become a preferred medium for consuming content due to their ability to convey information effectively, evoke emotions, and leave a lasting impact. In fact, studies have shown that viewers are more likely to retain information presented in video format compared to text-based content alone. This unique characteristic of videos makes them a compelling tool for businesses to communicate their message and build meaningful connections with their audience.

This form of marketing offers several advantages over traditional advertising methods. It allows you to engage your audience in a more dynamic and interactive manner, providing an immersive experience that can capture attention and leave a lasting impression. Additionally, videos have the potential to go viral and reach a wider audience, amplifying your brand’s reach and visibility.

The Different Types of Videos

Video marketing offers a wide array of formats and styles to cater to different objectives and engage your target audience effectively. Each type of video serves a specific purpose in your video marketing strategy. When you understand the characteristics and strengths of each type, you can strategically incorporate them into your campaigns to engage your audience effectively and achieve your marketing objectives.

With that said, let’s take a look at the five main types of videos you can use for your video marketing strategy:

 1. Commercials

Commercials, or TV advertisements, are short videos typically aired on television or online platforms to promote a product, service or brand. Commercials are carefully crafted to capture attention, deliver a compelling message and generate brand awareness. They often employ storytelling techniques, creative visuals and memorable taglines to leave a lasting impression on viewers.

2. Testimonials

This is a type of video we should all be familiar with. Testimonial videos feature satisfied customers or clients sharing their positive experiences and opinions about a product or service. These videos add credibility and build trust by showcasing real people who have benefited from your offerings. Testimonial videos often include interviews, case studies, or customer stories that highlight the value and impact of your brand.

3. Social Content

Social media platforms have become a prominent space for video consumption and engagement. Social content videos are specifically designed for platforms like Facebook, Instagram, TikTok, Twitter, and YouTube, where they can be easily shared and interacted with. These videos aim to entertain, educate, or engage viewers within the context of social media, leveraging trends, challenges, or user-generated content to foster interaction and virality.

4. Explainers

These videos are concise, informative videos that aim to explain a product, service, or concept in a clear and engaging manner. They often use animations, graphics, and narration to simplify complex ideas and help viewers understand the value or benefits of a particular offering. Explainer videos are effective for introducing new products, demonstrating features, or providing step-by-step instructions.

5. Product Videos

In a nutshell, product videos showcase a specific product or range of products to highlight their features, functionality, and benefits. These videos allow viewers to visualise the product in action, understand its unique selling points, and make informed purchasing decisions. Product videos can range from demonstrations and tutorials to unboxing experiences, depending on the nature of the product and the target audience.

Different Techniques to Use When Creating Videos

When creating videos for your video marketing strategy, it’s important to consider the various techniques available to bring your vision to life — namely, live-action or CG animation. Different techniques offer unique creative possibilities and can evoke different emotions or convey specific messages. 

When choosing between live-action and animation, consider factors such as your brand identity, target audience, budget and the specific message you want to convey. Each technique has its strengths and can be used to achieve different objectives. Sometimes, a combination of both techniques can also be used to add variety and engage your audience.

Let’s explore two key techniques commonly used in video marketing:


Live-action videos involve filming real people, physical environments, and objects using cameras and equipment. This technique lends authenticity and a human touch to your videos, making them relatable and engaging for viewers. Live-action videos are particularly effective for storytelling, showcasing real-life scenarios, interviews or demonstrating your product or service in action.

To create compelling live-action videos, pay attention to factors such as lighting, framing, and cinematography. Consider using professional actors or real customers to add authenticity to your content. Additionally, ensure that the audio quality is clear and the visuals are visually appealing, capturing the attention of your audience.


CGI is a versatile technique that uses illustrations, graphics, and motion to create videos. It offers a wide range of creative possibilities and allows you to visually represent complex ideas, bring characters to life, and create visually stunning worlds. You can develop animations in 2D or 3D, and it provides flexibility in terms of style, tone, and storytelling.

CGI videos are particularly effective when you want to simplify concepts, create imaginative scenarios, or add a touch of creativity to your videos. It allows you to infuse your brand’s personality and unique visual style into your content. Animation can be used to create explainer videos, educational content, or visually captivating brand stories.

How to Create an Effective Video Marketing Strategy in 2023

In the dynamic digital landscape of 2023, creating an effective video marketing strategy requires a comprehensive approach that aligns with your business goals and resonates with your target audience. 

Let’s explore the essential steps to develop a winning video marketing strategy:

1. Understanding Your Audience

Before diving into creative video production, it’s crucial to have a deep understanding of your target audience. Conduct market research, analyse demographic data, and gather insights to identify their needs, preferences, and pain points. This knowledge will guide your content creation and ensure your videos resonate with your intended viewers.

2. Setting Clear Goals and Objectives

Without a goal in mind, you won’t have anything concrete to achieve. Define specific goals for your video marketing strategy. Whether it’s increasing brand awareness, driving website traffic, generating leads, or boosting conversions, clearly outline your objectives. Setting measurable goals will help you track the success of your videos and refine your strategy accordingly.

3. Crafting Compelling Video Content

Create engaging and compelling video content that captures attention and delivers your brand message effectively. Develop a content strategy that aligns with your audience’s interests and addresses their pain points. Consider using storytelling techniques, incorporating emotional elements, and ensuring your videos are concise yet impactful.

4. Optimising Videos for Search Engines

To maximise the visibility of your videos, optimise them for search engines — be it on Google itself or even through platforms like Facebook, Instagram, TikTok and YouTube. Conduct keyword research and incorporate relevant keywords in your video titles, descriptions, and tags. Use engaging thumbnails, add closed captions, and optimise video metadata to improve discoverability and search engine rankings.

5. Selecting Distribution Channels

Identify the most suitable distribution channels to reach your target audience. This could include social media platforms, video hosting sites, email campaigns, or partnering with influencers or industry publications. Tailor your distribution strategy based on the preferences and habits of your audience to ensure your videos are seen by the right people.

6. Integrating Video into Your Website and Landing Pages

Incorporate videos strategically into your website and landing pages to enhance user experience and engagement. Embed videos that complement your written content, showcase product demos or provide testimonials. Optimised video placement can increase dwell time, reduce bounce rates, and boost conversions.

7. Promoting and Amplifying Your Videos

Don’t rely solely on organic reach; actively promote and amplify your videos to expand the reach of your videos. Utilise paid advertising, social media promotion, email marketing, and collaborations with influencers to increase visibility and generate buzz around your video content.

8. Analysing and Measuring Video Performance

Regularly analyse and measure the performance of your videos to gauge their effectiveness. Monitor key metrics such as views, engagement rates, click-through rates, and conversions. Use these insights to refine your video marketing strategy, optimise underperforming videos, and replicate successful approaches.

The 3 Stages of Video Production

To create high-quality videos that convey your brand’s message more effectively, it’s important to understand the three key stages of video production: pre-production, production and post-production. 

Let’s explore each stage in a bit more detail:


The pre-production stage is where the groundwork for your video is laid. This stage involves careful planning, preparation, and decision-making. 

Key tasks during pre-production include:


Define the concept, tone, and messaging of your video. Determine the story you want to tell, the visuals you want to capture, and the overall creative direction. Here is where you should also decide whether you want to create a live-action or CGI video so you can plan accordingly.

You should also assemble a production crew, including camera operators, sound technicians and other necessary personnel.

Scripting & Storyboarding

First, develop a script that outlines the dialogue, narration and scene descriptions. A well-crafted script ensures a cohesive and engaging video.

Then, create a visual representation of your video’s key scenes and shots — called a storyboard. The storyboarding process help visualise the flow and composition of the video and serve as a reference during production.

Talent & Location Scouting

Whether you’re developing a CGI video or one that’s live-action, talent may be necessary, be it live actors or voice actors. Determine the actors, presenters or spokespersons needed for your video. 

If you’re planning on shooting a live-action video, identify suitable locations for filming, considering factors such as aesthetics, logistics, and permissions. Scout locations in advance to ensure they align with your vision.


The video production stage is where the actual filming takes place. This involves capturing the footage and audio necessary for your video, potentially over multiple days, depending on the size and scale of the video.


Work doesn’t stop when the cameras stop rolling. The post-production stage is where the raw footage is transformed into a polished and cohesive video. 

Key tasks during post-production include:


Sort through the footage, select the best takes, and assemble them in the desired order. Trim clips, add transitions, overlay graphics or animations, and incorporate any necessary visual effects.

Colour grading is also an important aspect of the editing process. Adjust the colours, contrast, and overall look of the video to achieve the desired visual style. This step helps create a consistent and aesthetically pleasing video.

Sound design

Enhance the audio quality, clean up any background noise, and balance the sound levels. Add music, sound effects, or voiceover to complement the visuals.

Add a CTA (Optional)

A call-to-action (CTA) is especially important if the goal of your video marketing campaign is to drive its viewers to do a specific action. This can be as simple as “Buy Now” or even directing them to call a phone number to get their hands on a special deal. If the goal of your campaign is to raise brand awareness, then even a “Like and Share” CTA or “Visit Our Website to Learn More”  at the end of the video can be extremely effective.

Create a Video Marketing Strategy With the Help of Experts

In conclusion, video marketing is a powerful tool for any company to connect with their audience and drive business results. Explore different types of videos, from commercials to social content, explainers, product videos, and testimonials. Consider techniques like live-action and animation to add variety and engage your viewers.

To make a real impact, a solid video marketing strategy is essential. Understand your audience, set clear goals, create compelling content, optimise for search engines, select the right distribution channels and analyse performance to maximise the potential of your videos. Better yet, channel the power of TV advertising to boost your video marketing strategy.

With dedication and creativity, your next video campaign will make a lasting impact and propel your business to new heights with the help of a great TV ad. Contact us now to unlock the full potential of this powerful medium.

Keen on developing a Video Marketing Strategy? Be sure to get in touch with an experienced Video ad agency that’ll work with you to create the perfect Video advertising campaign for your needs.

Author - Jamie Smith

Jamie Smith is the Co-Founder and Creative Director at Fall Off The Wall, a forward-thinking TV advertising & creative production agency in the UK. Jamie Smith is an experienced Creative Director with a demonstrated history of working in the DRTV marketing and advertising industry.