[Updated January 30, 2024]
Companies of any size can benefit from producing marketing videos. Video has become one of the hottest forms of marketing, and for good reason. As attention spans grow shorter and the need to be instantly entertained continues to rise, video is an easy way to solve these problems.
It’s fast-paced, visually engaging, and the best part is viewers can skip over the pieces that don’t interest them. You can also include an interactive element to your videos by creating demo software to really draw in your audience.
From a search engine optimization (SEO) standpoint, you can use videos and interactive product demos to get exposure from Google quickly. If you upload your marketing video to YouTube and configure it correctly, you will often find it easier to get referrals from video results shown by Google. Compared to ranking a text-based web page, video search engine optimization (SEO) can be a much more efficient method of getting traffic.
Research shows that 50% of US brands feature video on product pages. 50% is not a number to take lightly, so if you want to get your brand recognized and stand out from your competitors, hop on the video marketing wagon.
How to Make a Marketing Video
There are a lot of questions to answer before you jump into making your own. We’ve broken down below the three top questions you need to answer before producing your own marketing video.
1. What is your goal for this video?
What do you want your audience to pull from the video? Here are some common goals:
Increase brand awareness
Increase social media followings
Increase website visits
Answering this question will help you set the framework for understanding the right content to include in your video or software demo video.
2. What is the format of the video?
What impression do you want to leave your audience with? Maybe you want to produce a viral video to increase your social media following. Since viral videos typically have some “shock” factor (humor, unbelievable skill, surprising twist, unexpected data point, etc.), they are good for creating brand personality and company culture.
For example, our first attempt at a viral video presents the problem our product solves for customers (long sales cycles) through the experience of two cute kids who try out being street musicians.
Is this video going to be your next social post? Are you going to produce it in a demo creation platform so it can live on your company’s website?
Of course, light-hearted or humorous videos are better suited for social posts, it all depends on the type of brand and culture you want to share with customers.
No matter what you do with the video, make sure you check the reception to the video so you know if it’s getting the response you want. Once you know how your audience feels about it, you can decide to increase the reach of the video or redo it if it still needs work.