Making great videos is hard work. You have to plan them, film them, edit them, create thumbnails, upload them, and (for best results) respond to comments.
YouTube is the second-largest search engine in the world. And in 2024, an estimated 82 percent of all online traffic goes through online video.
The types of video marketing out there are numerous, and videos can certainly be part of any effective business strategy.
These are 10 things marketing teams need to do to create great videos to promote your business.
Table of Contents
#1 Define the goal
It sounds basic but it’s key in getting what you want out of any business strategy.
Whether it’s to present your company, to start a video series, or if it’s about educating users about your product, just be specific.
#2 Connect the goal with a single job function
For example, a video series is likely to be owned by your content marketing team, educating users will be owned by the product marketing team.
#3 Align costs with the use case
If it’s a series you have to repeat, figure out a low-cost production model that does the job well.
On the other hand, if it’s a homepage video, maybe you can go a bit higher on production costs.
#4 Repurposing the content
Most videos will have parts that can be used in ads, for example.
The more you can repurpose content, the more you can justify higher expenses for better production value.
#5 Create a detailed Statement of Work
In other words, make sure the work is defined between you and the agency or whoever is helping you with this.
There will likely always be more edits needed, copy to be adjusted, etc.
#6 Define what emotions you want to evoke
Amanda calls this a “vibe check with your agency,” but be clear on what emotions you want your viewers to feel after watching the video.
Do they want to feel inspired, informed, entertained, etc.?
#7 Collect feedback on the script
And do it from all departments like legal, executive, and marketing.
#8 Ideally, use real customers and not actors
This is a tough one but if you do get real customers on the video, make sure you’re supportive and encouraging.
Those who aren’t trained actors won’t get everything right on the first take (and rarely do professional actors).
#9 Shoot a great B-roll
Even more material to use here, and maybe even more authentic.
Great B-roll is essential to break up many types of videos and really make it shine.
#10 Over prepare for the shoot
Meals, extra products, props, first aid kit, and all that.
You never know what can go wrong.
Final word
With these steps, you are more likely to make that investment into a great video to help grow your business.
