There are screens everywhere. From your pocket to your car dashboard, to your bed, your day is filled with digital screens.

What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers. Between the automatic video-playback on most social medimobile feeds. In 2019 the number of mobile phone users is forecast to reach 4.68 billions. An effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.

Video is a powerful content medium for a storytelling, and can have a big impact on the success of your promotional campaigns and content marketing efforts. It also serves as an effective way to connect with people and build more satisfying and deeper relationships between you and your target audience.


To prove the fact that video plays an important part of your content marketing strategy, here are a few key statistics:

By 2019, video will account for 80% of all consumer internet


Social media videos generate 1200% more share compared with

images and text combined

87% of online marketers use video content

The volume of mobile video consumption increases by 100%

every year


But establishing a video marketing strategy can sound intimidating –especially for a startup. Fortunately, video advertising doesn’t have to break the bank. Although today’s viewers expect an exceptional level of quality, a small investment of time and money can result in the next viral video.

Understand the purpose of your video marketing strategy “Buy my stuff!” isn’t a very good message. A video marketing strategy is going to struggle if its objective is only to sell products. Though that may be the ultimate goal, but if you incorporate too much self-promotional content in your marketing strategy, it will be perceived as spammy and go unnoticed.

1/ Think of one to three different ideas you want the viewer to walk away with about your brand, product, or service after watching your video.

These ideas, or messages, should be in line with your mission statement and connect directly to your audience. The goal of your video marketing strategy should be to educate, entertain, and inspire your viewers – this is the content that gets shared and remembered.

Although you still want to drive the viewer to the next step, your goal shouldn’t be for them to walk away feeling like you’ve just assaulted them with a sales pitch.


2/Think about your video campaign strategy

There are two main ways to approach video content and most business’ video strategies will likely involve a combination of both.
First, there’s evergreen, “business as usual” (BAU) content: This could be regularly scheduled video series, supporting content for core pages of your website, how-to content for support pages, customer testimonial videos, and other video content that has a long shelf life.
Second, there are campaign videos, which usually run for a shorter period of time. These can range from video ads for your business to promotion for something your company is doing (such as a new product or a sale) to topical social videos to timely video content that’s seasonal, aligns with a holiday, or hops on a trend. Campaign videos tend to have a shorter shelf life and are often retired after they’ve served their specific purpose. For each video campaign you tackle, you’ll need to create a video marketing campaign strategy—essentially a mini-version of your main strategy—that answers all of the pertinent questions for the individual campaign. As with your overarching strategy, you’ll need to think about cost, target audience, goals, and more.
The big difference here is timing. This element, while important in your general video strategy, is of the utmost importance for video campaigns. This is because campaigns often rely on timeliness. How far in advance you begin planning these projects will vary by production house or videographer, but you’ll typically want to book your campaign six to nine weeks in advance of the delivery date. For particularly complex projects, allow 10 to 13 weeks.