3 Questions to Ask Before Making a Marketing Video

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Garin Hess

Whether you’re an enterprise company, a small startup or a one-man show, any size company 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 solves these needs. It’s fast-paced, visually engaging, and the best part: you can skip over the pieces that don’t interest you.


From a search engine optimization (SEO) standpoint, you can use videos to quickly get exposure from Google. If you upload your marketing video to YouTube and configure it correctly, you will often find it easier getting referrals from video results shown by Google.  Compared to ranking a text-based web page, video search engine optimization can be a much more efficient method of getting traffic.

Research shows that 47% of US brands feature video on product pages. 47% is not a number to take lightly, so if you want to stand a chance at getting your brand recognized and stand out from your competitors, hop on the video marketing wagon.

So how do I 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:

What is your one 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 format of your video.

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, etc.), they are good for creating brand personality and a 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.