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How to build a Video Marketing Strategy

Apart from acquiring new customers, the whole purpose of being present on social media platforms is to keep your existing customers engaged.
This may be a daunting task. Trust me, I understand!

However, with simple content that’s easy to digest, it isn’t impossible either.

But how can you do this?


Video Marketing

To put it in simple terms, video marketing involves using videos to market and promote your products and services. Furthermore, video marketing also enables you to increase engagement on your digital/social media channels. 

According to the above-displayed image, it is evident that most consumers actually prefer video content. There could be many reasons for this. Maybe,

01. They wish to watch videos rather than have to read something.
02. They find it more appealing and entertaining as well.

Either way, it is crystal clear that video content is very important for your brand/business.

But how do you create video content?

You can’t just create a video and post it on your digital channels. You should have a video marketing strategy.


How to Build a Video Marketing Strategy?

Let’s take a step-by-step approach!


Understand your audience and set goals -
Before creating video content, there are a few questions that you should ask yourself. Who are you targeting? What channels are they present on? And most importantly, what kind of content resonates with them? 
When you have answers to these questions, you can set your goals. What are you hoping to achieve? Do you intend to increase awareness? Drive more traffic? Increase engagement? Or are you trying to achieve all of it?
It’s important that you understand what it is that you are trying to achieve in order to make your message consistent, clear, and on point.

Consistent Branding -
It’s true, you need to add some surprise element in your videos to keep your audiences engaged and entertained. However, it is important that you maintain the same tone that you’ve always used in order to ensure that the viewers know who is speaking to them. 
While you make sure that you maintain the same tone, it is also important to deliver the perfect message. It has to be clear and easy to understand. But it also has to be spot on! This would give your audiences a good impression of your brand. 

Optimize your videos -
As said before, you can’t just create a video and then post it. 
You have to make sure that it is optimized for every channel. 
This may include the video durations, captions, use of Keywords, and so much more.
Recommended video lengths for some of the social media platforms are as follows - 

Testing & sharing -
Just like how you test a website or a mobile app through A/B testing, you have to test your videos too. For instance, how your video will appear on different devices or the ideal length of the videos. Properly testing these would enable you to create and post a video that’s perfect for your audiences and the channels you’ll use. Once you’re done testing, you can then go ahead and post the videos.

Measure the success -
After you successfully test and share the video with your audiences, you need to measure and monitor its performance.
There are a few ways in which you could measure success.

  • Engagement rate
  • View count
  • Play rate
  • Number of shares
  • comments


Whether it’s about generating more leads, increasing your conversion rates, or keeping audiences engaged, video marketing helps with it all. Since most consumers now prefer video content, it would be wise to create video content as a brand. However, in order to create video content, you need to have a strong Video Marketing Strategy. Building a video marketing strategy as discussed above, would be a good place to start.

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