An ultimate Video Marketing guide for new businesses: 2023 & beyond

Have you ever imagined a day without videos?  It seems impossible to imagine a world where videos don’t exist, especially when they dominate the internet. In fact, pages with videos rank higher on Google than those without them.

But why are videos so popular?  People prefer watching a video over any other form of content. From social media to websites, videos are used to impact people and promote businesses. According to the Cisco Video Networking Index, videos comprised 82% of internet traffic in 2022.

If you still need to jump on the video marketing bandwagon, there is time! In this guide to video marketing, we’ll explore the benefits, types, examples, tips, trends of videos, and whatnot.

What is video marketing?

Video marketing is promoting your products or services through videos across many platforms. You’ve probably seen video ads on YouTube, Instagram, and Facebook and influencer recommendations on TikTok and Instagram.

Companies use videos to advertise their products, generate leads, educate consumers, and spark interest.

According to research, video marketing has a significant impact on businesses:

In short, video marketing effectively enables businesses to reach and engage with their target audience in the digital age.

What is a Video Marketing Funnel?

A video marketing funnel is a series of steps that help guide potential customers from being interested in a product or service to actually buying it.

This funnel can be divided into four stages: making people aware of the product, helping them consider whether to buy it, taking them towards a buying decision, and then making sure they continue to use and enjoy the product after buying it.

1. Top of the Funnel (Awareness stage)

🔝 This is the stage of making your target audience aware of your brand, product, or service. This type of content that can be used here is social media videos, brand videos, documentaries, etc., which can help you attract people to your brand.

2. Middle of the funnel (Consideration stage)

🖖 In this stage, you aim to educate your prospects and make them understand how your product or service solves their problems. The kinds of videos that can be used here are explainer videos, company culture videos, etc.

3. Bottom of the Funnel (Decision stage)

⬇️ This is the stage of letting your prospect convert into a customer. They will finally decide whether or not to buy your product or service. Thus, to make it happen, you can use testimonial videos, product demos, etc., that help them decide. 

4.  Retention stage

🔙 When people buy something from you, you shouldn’t stop trying to keep them interested in your product. You want them to keep buying from you, so you should use videos that teach them how to use your product or show them why it’s the best.

Videos like Customer Rewards and Personalized Videos can improve your marketing and make people like your product more.

👉 Get a clearer picture of the stages of the video marketing funnel through our blog – Learn how to employ the funnel to convert leads. 

Benefits of Video Marketing

Here are some compelling statistics and advantages of video marketing that can provide you with a clearer understanding of its significance:

1. Higher engagement

According to Wyzowl, 86% of businesses use video as a marketing tool, and 99% of them plan to continue using it. Video is a visual medium that can communicate information in an easy-to-understand and memorable way.

This idea seems simple but is the most important in the world, where people receive information everywhere the way they want. Thus, put your video marketing efforts into making video content and get results.

2. Video marketing improves SEO

One of the most convincing reasons that make video marketing beneficial for any business is search engine optimization. Videos are more likely to rank higher on search engines than other types of content, making them an effective way to improve your website’s SEO.

According to Zyxware, websites with videos are 53 times more likely to rank on the first page of Google search results.

3. Videos are remembered more

Only approximately 10% of what your clients hear will still be recalled three days later. On the other hand, if appropriate visuals go with the information they hear, they are more likely to remember around 65% of it three days later.

Creating an entertaining and informative video might help people remember your business.

4. Videos encourage more shares

Social media users widely embrace video content due to its shareability, making it popular across various social channels. This attribute is one of its greatest strengths, as videos receive more shares than other types of content, leading to a wider reach and greater potential impact. 

Sharing videos on social media can also help establish one’s presence as a dominant figure on these platforms, potentially becoming the most powerful social media influencer.

As per a study conducted by Wyzowl, 84% of consumers have shared video content from brands on social media.

5. Increased conversion rates

For valid reasons, videos have gained popularity among businesses to engage with their audience. Many studies have demonstrated that visuals can increase conversion rates and yield a favourable return on investment. For example, according to a report by Hubspot, including a video on a landing page is beneficial and can increase conversion rates by up to 80%. 

Best types of Marketing Videos

There are many types of video marketing that you can do for your business or brand. Here are 10 of them from which you can derive video marketing ideas:

1. Explainer videos

Explainer videos are short videos that define your product or service clearly, and interestingly. These can be non-animated and animated, like whiteboard animation, character animation, motion graphics, 3D animation, etc.   

📌Here is an example to show you how the renowned company Google chose animation to create an explainer video for one of its amazing products.

The video effectively communicates the capabilities of Google Cloud IoT solutions to prospective clients. It breaks down intricate technical ideas into easily digestible information, offering practical answers to the challenges faced by the audience.

Employing captivating 2D animation with the incorporation of logo-inspired colors, dynamic camera shifts, and seamless scene transitions, it ensures an immersive and visually appealing viewing experience.

2. Product demos

As the name implies, product demonstrations are videos that showcase the use, characteristics, and other essential highlights of a product or service. By utilizing product demo videos, prospective customers can better understand your business and the solutions you provide. 

📌 Ikea, sounding like ‘Idea,’ embodies smart home furnishing. It offers versatile furniture designs that fit your space and budget.

Check out their engaging live-action AR app demo video with a bit of animtion, starting in a real living room and showcasing beautiful Ikea products.

3. Brand videos

When starting, establishing brand recognition is crucial. Utilizing brand videos effectively promotes your brand, products, and services. These visuals can showcase various aspects of your brand, such as its origins or the benefits and features it offers.

📌 “HubSpot Culture” is the perfect video that acts as a brsnd video that doesn’t sell but let people know what they actually are and why they are here.

The presentation embraces storytelling to captivate viewers, fostering a deeper connection with the company’s culture and values.

This approach elevates the onboarding experience, rendering it both enjoyable and unforgettable for new team members. Through firsthand accounts from actual HubSpot employees, an aura of authenticity and transparency is woven, cultivating trust between the company and its newcomers.

4. Testimonial videos

In today’s world, individuals rely on reviews and testimonials to guide their purchasing decisions. Businesses can leverage genuine feedback and testimonial videos to attract customers and establish trust with potential buyers.

📌 When customers share their experiences through testimonial videos, it helps companies draw in visitors and turn them into potential customers. Happy customers and their success stories are truly impressive.

In this instance, Sreekandh Balakrishnan, a technology director at Travelopia, talks about how webdew assisted with HubSpot and HubSpot automation. She also mentions how webdew embraced challenges, provided top-notch video services, and contributed to generating impressive results.

6. Social media videos

Instagram and TikTok, in particular, have gained popularity for their short-form video format, which allows users to create and share engaging content in just a minute or less. Additionally, YouTube recently launched its version of short-form videos called “YouTube Shorts.”

Paid social media ads can also effectively reach a large audience on these platforms, especially if they are well-targeted and engaging. 

📌 Zomato’s Instagram Reel inspired by Squid Game is a fantastic example of effective social media marketing that seamlessly blends animation and marketing. The primary catalyst for its viral success is right there: the involvement of Squid Game, the immensely popular Korean web series on Netflix.

7. Tutorials

Tutorial videos are great ways to educate your audience about your product or service by showing them step-by-step instructions or answering frequently asked questions. These videos are ideal for developing trust and credibility and positioning your brand as a helpful resource.

📌The PlayStation tutorial video is a remarkable showcase of animation and marketing expertise, seamlessly blending 2D and 3D animation to breathe life into the console and its capabilities. It stands as an exemplary 3D animation demonstration as well.

This tutorial format guides viewers through a user-friendly, step-by-step setup and usage process, making it accessible even to those new to gaming systems. Consequently, the video positions PlayStation as a cutting-edge, user-friendly, and socially connected entertainment platform.

8. User-generated videos

Your followers and users can serve as valuable resources for your business. By sharing videos related to your industry, they can provide you with useful content to utilize.

📌 As a LifeLock member for more than two years, Jamie has expressed how their services have granted her peace of mind concerning her identity and financial security. The proactive monitoring and timely alerts for suspicious activity have proven to be priceless.

In the video, a genuine LifeLock customer named Jamie A shares her personal experience. Her candid feedback lends authenticity and can instill greater trust in the brand among potential customers.

9. Personalized videos

Nowadays, businesses are using personalization a lot in their marketing strategies. This means that a company can create videos specifically made for a customer. They can use these videos to answer any questions the customer might have or to suggest products based on the customer’s previous purchases or interests. 

📌 Here is an example of a video example that include a touch of personalized CTAs in the end. Such kind of videos have many benefits for businesses. 

Another benefit is that they make customers feel special by using their names and providing personalized recommendations or promotions. This can increase customer loyalty and advocacy. 

10. Event videos

Creating videos from company events can showcase your brand’s personality or highlight key efforts. You can record and edit recap videos or live streams on social media platforms like Facebook, Instagram, or YouTube.

📌 The ‘Tampa Bay Wine And Food Festival’ serves as an excellent illustration of utilizing video as a marketing tool to promote events and generate audience awareness before their commencement.

This video incorporates lively music, kinetic typography, and high-quality, relatable visuals to craft an engaging and captivating presentation

Must-follow Video Marketing tips 

1. Know your audience

Knowing your audience first is important to creating effective video content. Note your target audience’s age range, interests, and preferences when making a video.

When you adjust what you say to match what your audience likes and understands, they are more likely to pay attention and feel connected to you. This can help you interact with them more meaningfully and get them interested in what you have to say.

2. Spark in the beginning

We all know that the first impression is the last. You must add spark and attraction to the opening scene to make your video impactful.

Have you ever watched a movie whose trailer was not that great?

No, right! In the same way, no one will watch an entire video with a boring beginning. Thus, it is an essential marketing video tip for the popularity of video.

3. Limited time duration

So the choice is yours whether you want to watch a 10-minute long product video or a 3 minutes short video📹 with the same idea. The latter one, right? Because, let’s be honest, no one has that much time or patience. 

Most people are too busy to watch long videos about companies or products. If you make videos to promote things, you should make them short and to the point.

Studies have found that videos between 30 seconds and 2 minutes get the most views because people want quick information. Longer videos usually get watched less.

4. Stick to the pattern of “Problem, Teaser, Solution”

Businesses need help to make videos that capture their audience’s attention because video marketing is becoming more popular.

Follow a simple formula called “problem, teaser, solution.” Start by identifying your audience’s problem, make a teaser promising a solution, and then deliver the solution interestingly.

5. Include a clear Call To Action (CTA)

What is the purpose of your videos for marketing? It helps get more people interested and leads to more sales.

But, if you want people to do something after watching the video, like buy your product or learn more about your brand, you need to ask them in the video in a direct or indirect way. This way, by using a clear CTA, you can let them take action and become customers.

👉 To get detailed information on these tips along with getting to know about other beneficial tips, read our blog 10 market-proven Video Marketing Tips to apply in 2023

Top Video Marketing tools

Video marketing might seem daunting, but with video marketing software and production agencies, creating engaging videos to promote your business is easier than ever. Don’t let a lack of experience or budget hold you back from exploring the benefits of video marketing. Get started today!

1. Filmora Go

Filmora Go is a popular video creation and marketing software for desktop users. It is user-friendly and has many valuable features that can help you enhance your video’s quality.

Features of Filmora Go

Used for

2. Wistia

Wistia is a great video marketing program to quickly get their new videos out. By knowing its features and pricing, you will know the wonders it can do in creating and marketing videos. It’s time to catch up with those characteristics. Let’s go.

Features of Wistia

Used for

3. Renderforest Video

Renderforest is best for individuals and businesses to make high-quality videos. This simple video email marketing software allows you to create video animations, design logos, and promote your video content.

Features of Renderforest

Used for

4. Vimeo Business

A recent report says that 55% of people watch online videos daily, and who’s the mastermind? It is the video production companies and software. Vimeo Business, as a video hosting platform, saves time for businesses to upload and share their created videos. This happens without spending much time.

Features of Vimeo Business

Used for

5. VidIQ

VidIQ is a tool that many YouTubers use to improve their videos and get more people to watch them. It has many tools to help YouTubers improve their videos, get more people to like and comment on them, and even subscribe to their channel.

Features of VidIQ

Used for

To know more about these and other best tools you can check our blog 11 most effective video marketing tools to explore in 2023.

Must-know Video Marketing Trends 

1. Short-form videos 

Short videos are becoming popular for marketing in 2023. Such videos on social platforms like Instagram Reels, TikTok, and YouTube Shorts show how people like to watch and make videos. They’re short, fun, and easy to watch, which makes them a great way to get people’s attention.

2. Live streaming

Live streaming is when people show videos on the internet that anyone can watch at the same time it’s happening. This has become popular in recent years, and it’s expected to keep getting more popular in 2023. Many things have helped make live streaming popular, like new technology and more people using social media. 

3. Personalized videos

Personalized videos are videos made specifically for a particular customer or group of customers. These can be used for things like advertisements or tutorials.

For instance, a personalized video ad might show a customer what a product would look like in their home. Or, a personalized video might explain an investment strategy based on a customer’s goals and risk tolerance.

4. Shoppable videos

Shoppable videos are new in digital marketing and online shopping. They have links in the video that let people buy things they see.

So, when someone watches a shoppable video, they can click on something in the video, like a picture or icon. This takes them to a page where they can buy the thing they clicked on. It’s easy and fast!

5. User-generated content

People sharing pictures and stories about a brand’s products or services online has become popular. This is User Generated Content (UGC). Brands like UGC because it helps them show how their products look and work from a customer’s perspective. This makes the brand seem more real and trustworthy to other potential customers. 

👉 Know more about the must-follow video marketing trends by reading our blog 7 Video Marketing Trends You Can’t miss to know in 2023

Ready to get started with Video Marketing in 2023?

Are you thinking about using digital videos to promote your business? Well, videos are popular on the internet right now, and for a good reason! They can help you reach more people and show your brand’s personality. In this article, we explain how video marketing can benefit your business. 📈

So why not give it a try?

You can make awesome videos using your camera or phone. It will grab people’s attention, help more people know about your brand, and make your advertising stand out online. Just be creative and have a good plan; the possibilities are endless!

There may be many challenges to working out a video strategy and managing a business. Need a hand? Get in touch with us to avail best-in-class video services.

Frequently Asked Questions