Tools and strategies for successful video marketing

If you’re on the internet, you probably know how powerful videos are. From social media to online stores to emails, you’ll find them everywhere. And when done right, video marketing can help you boost your brand’s visibility, engagement, and conversion rate.

But to get the most out of your video marketing efforts, you need to implement the right set of video marketing strategies to smartly put captivating videos in front of your audience without requiring excessive time, money, or effort.

In this post, I’ve put together seven winning video marketing strategies that you can implement in 2023 to get the most out of your efforts.

Let’s dive straight into it.

1. Repurpose Your Videos

Producing captivating videos is way more than just filming and editing. To produce videos that genuinely engage your audience and hit their emotions, you need to spend a lot of time on other crucial activities like understanding your audience’s problems, brainstorming unique ideas, creating a content calendar, writing engaging scripts, and more.

That’s where repurposing comes in.

Repurposing videos, like any content repurposing, can help you save time, money, and effort. When you repurpose videos, you are simply reusing your existing video content in different ways and across different channels. You can easily repurpose your product videos, customer testimonials, educational videos and post them across different channels.

For instance, you can easily repurpose an hour-long webinar into four-five shorter clips – which can be posted on your social channels. Or you can repurpose your videos into podcast episodes by extracting the audio.

Anna Nadeina, the Head of Growth at saas.group, saves at least five to seven hours each week by repurposing long-form videos into shorter clips. She believes repurposing is a successful video marketing strategy because “I don’t have to create more content, and there’s no shortage since I can always go back and just edit out the relevant part and use it for a different social media.”

You can also repurpose webinars or YouTube videos into blog posts, or do it the other way around — from text to videos. Ryan Prior, the Head of Marketing at Modash, loves repurposing best-performing blog posts into YouTube videos because “we know these topics drive customers, and we already have the content. So, it’s logical to convert these to videos & rank on the second biggest search engine too (YouTube). We’re in the very early stages of this video strategy, but so far, YouTube referral traffic accounts for around 30 trials per month. It’s free recurring traffic that’ll keep compounding over time.”

Last, but not least, you don’t always need a unique strategy for different channels. Chloe West, a freelance SaaS writer with experience in video marketing, believes that video can always be cross-posted. For example, you can easily share the same short-form video clips across platforms like TikTok, Instagram Reels, and YouTube Shorts—you don’t need different video content for all three platforms. This can help marketers reach an even wider audience with their video content.

Learn more about repurposing your video content: 8 Tips for an Effective Video Marketing Strategy

2. Add UGC Videos to Your Marketing Campaigns

Customers are growing tired of seeing those same overly-produced videos from brands. Instead, they want to see videos that feel relatable and authentic.

Using user-generated content (UGC) is a great way to create a video marketing campaign that feels authentic and relatable. UGC refers to content created and shared by users or unpaid contributors of a brand about their products or services.

People are more likely to trust and connect with content from a brand’s users or unpaid contributors rather than the brand itself.

You can use UGC videos in a variety of ways by:

• Including them in your paid advertisements.
• Featuring them on your website or landing pages.
• Adding them to your email marketing campaigns.
• Posting them on your socials.

But to incorporate UGC videos into your marketing efforts, you need to have customers posting videos about your brand in the first place. If you don’t have a vast library of UGC video content, you can:

• Host a hashtag contest – you can ask your customers to create videos of themselves using your product/service and posting them on their social media channels with your branded hashtag.
• Reach out to your loyal customers – you can personally reach out to your loyal customers and ask them to share their experience with your brand.
• Send a heartfelt note to your customers – this will help you build a positive image, and they may even share their experience on social media.

On the other hand, if you have a world full of UGC videos lying idle on the internet, I highly recommend putting them to work. Vitaliy Verbitskiy, the Head of Marketing at Videowise, believes, “Brands & retailers have a unique opportunity to leverage their greatest asset – video UGC. UGC product videos can offer valuable insight and add value to the product. And by making them shoppable, an eCommerce store can provide an immersive and interactive shopping experience.”

Videowise’s Find UGC feature helps brands save the trouble of scouring the internet for UGC videos. Instead, it’ll automatically find UGC content mentioning your brand or products in no time. And the best part is – if you run an eCommerce store, you can also make them shoppable, helping you increase conversions and drive more sales.

Adding UGC videos to a marketing campaign helps brands build trust and credibility with their customers, as well as create a sense of community around their brand.

For more insights into leveraging UGC, read: Video Marketing Strategy: The Ultimate Guide

3. Invest in Vertical Videos

With the rise of mobile device usage, vertical videos have become increasingly popular. People tend to hold their phones vertically, and social media platforms like Instagram and TikTok have embraced this trend.

Investing in vertical videos is a smart move for your video marketing strategy in 2023. Vertical videos occupy the full screen on a mobile device, providing an immersive viewing experience. When viewers don’t have to rotate their phones to watch your content, you remove an unnecessary barrier to engagement.

Creating vertical video content is not limited to shooting from a smartphone in portrait mode. You can also repurpose existing horizontal videos by cropping them to fit the vertical format. This way, you can maximize the use of your video content and cater to the mobile-first audience.

Find out more about vertical video strategies: Video Marketing Strategy Insights

4. Make Your Videos Feel Personal

Personalization is the key to engaging your audience in 2023. Viewers want to feel like your content speaks directly to them. To achieve this, consider integrating personalization techniques in your videos.

Address your audience by their first names if possible. Craft tailored video content based on the viewer’s location, interests, or past interactions with your brand. You can achieve this through data-driven insights and video marketing tools that allow for dynamic content.

The goal is to make your audience feel like the video was created just for them. When viewers sense that a video addresses their specific needs or interests, they are more likely to engage and convert.

Discover more about personalized video marketing: Video Marketing Strategy

5. Work with Influencers

Influencer marketing has become a powerful force in the digital landscape. Collaborating with influencers can give your video marketing strategy a significant boost.

Identify influencers in your niche whose values align with your brand. These influencers have a dedicated following that trusts their recommendations. When influencers promote your products or services in their videos, it can drive credibility and conversions.

The key is to choose the right influencers who can authentically represent your brand. Their endorsement should feel genuine and align with your product or service. Successful influencer collaborations can help you reach a broader audience and create a buzz around your brand.

Learn from the experts: Video Marketing Strategy Tips

6. Add Video Testimonials to Your Website

Video testimonials are a compelling way to build trust and credibility. They allow satisfied customers to share their positive experiences with your brand, products, or services.

When visitors come to your website and see real people talking about the benefits they’ve received from your offerings, it can have a powerful impact. Video testimonials add authenticity to your brand and can help address potential customers’ concerns.

Consider creating a dedicated testimonial section on your website where visitors can easily find and watch these videos. Video testimonials offer social proof that can persuade website visitors to take action, whether it’s making a purchase, signing up for a newsletter, or contacting your business.

Get more insights about using video testimonials: Video Marketing Tips

7. Use Animated Videos

Animated videos offer a creative and engaging way to communicate with your audience. They are versatile and can simplify complex concepts or add a touch of fun to your content.

The advantage of animated videos is that they allow you to bring any concept to life. Whether you need to explain how a product works or tell a compelling brand story, animation offers endless possibilities.

When creating animated videos, pay attention to the visual style, music, and script to ensure they resonate with your target audience. Animated videos can be particularly effective for explaining intricate details, especially in industries where visual representation is vital.

Find out more about animated video marketing: Video Marketing Strategies

Conclusion

Video marketing is a dynamic and ever-evolving field. To succeed in 2023, it’s crucial to stay up-to-date with the latest trends and technologies. Implementing these seven strategies can help you create a winning video marketing campaign that captures your audience’s attention, builds trust, and drives conversions.

As you navigate the video marketing landscape, consider leveraging video marketing tools and software that can streamline your efforts and help you create captivating videos. With the right strategies and tools, your brand can thrive in the world of video marketing and stand out in a crowded digital landscape.