How to create a video marketing plan

Video has brought plenty of new ways of reaching an audience and customers into the marketing world. But before a marketing video comes into being, you have to devote time and effort to creating the ideal plan for what the video should look like and everything it should give the viewer. In this article we will look together at how to create such a plan. 

When is the right time for video marketing? 

If you are asking whether video is suitable for your marketing strategy at all, or when you should implement it and invest in production, know that yesterday was already too late. Just as technology and marketing trends change day by day, so quickly do consumers' interests change too.

Video hit the marketing world like lightning and today enjoys huge popularity thanks to its effectiveness.

Everyone who moves with the times should therefore include creating a marketing video in their marketing plan, and as soon as possible (even at the very start of a business). 

The video's subject

The foundation of a good video marketing plan is choosing the right subject. If you know which product or service you are going to talk about, you can adapt the script to the subject and tune your online video marketing to the target group's level.

Do ask yourself questions such as:

• What would you give as the greatest strength?
• What must you not forget?
• What will make the greatest impression on my viewer?
• What problem does the viewer have that I can solve?
• What makes me different?
• Whom do I most want to engage?
• Whom does my product or service benefit most?

So you have to know which of your products you want to make a video about.

A video about a particular product should not be too self-praising. Show your product or service in a different light. Thanks to that the video can be interesting and give the viewer something. They will look at your product or service differently, better.

The video's form

You can also present your product or service in the form of an animated video. The foundation is choosing a suitable USP - unique selling point that best captures your product or service.

Once you have chosen the main USP, it is time to choose a suitable form of animated video, which will follow from the script you create. That should cover everything from the opening to a suitable ending. Animated videos are not very long. So you have relatively little time genuinely to engage your customers. Little time is a problem and at the same time a trend of the present, so let us not forget it in this case either.

The video's format

Creating a video is one thing. The second and far more essential thing is how you publish it. So you have to choose a suitable platform where you will share and post your marketing video.

Very often Facebook or Instagram is chosen. These are large social platforms where you can be sure enough people will see the video. On these social networks, though, you will have to know how to engage, so the video has to be out of the ordinary and interesting. 

Let us not forget, though, that a different social network means a different video and tactic. You will certainly have noticed that it is above all the video's format that differs between the two platforms. Facebook and Instagram also have different user groups, and so it is not suitable for every company to be on both networks mentioned. 

Instagram

With Instagram, entertaining, creative and striking videos are more on trend; they often use influencers and popular music and go viral above all thanks to hashtags.

Facebook

A Facebook video may engage more thanks to informational value, seriousness, showing facts and results, or it may have continuing series, as well as being the main sales channel.

TikTok

Of course let us not forget TikTok, which certainly rules the world, above all thanks to short videos facing the huge challenge of engaging within the first seconds.

Advertising campaigns are no simple matter and the ability to engage matters.

YouTube

Another place where you can share your promotional video and so use B2B video marketing too is the popular YouTube platform. This channel too has great potential you can mine to the last viewer. YouTube also lets you create longer videos and use features other social networks do not.

Besides these platforms we of course recommend publishing the video on your own website or including it in email video marketing. You can also place a video on a product sub-page. Besides being one of the most popular kinds of content online at present, it raises trust in the product or service and at the same time increases time spent on the page, which is a positive factor for SEO.

Brand marketing and video

What actually is a brand video and what is its purpose? Thanks to a brand video you can use the full potential of your growing brand and reach an even larger base of customers. Brand marketing and video are inseparable friends. Today, using visual effects, above all through video marketing, is simpler for promoting products or services consumers encounter for the first time.

So if you are planning to create your first brand video and support your marketing, do not forget:

• Knowing your target group – before you even start on the video you have to know who your target group is (which is of course the first step in creating a marketing strategy).
• The video's goal – you have to know what you expect from the video. The video must have adequate informational value, which lies in introducing your brand to the user briefly and clearly. 
• A brand video and a unique style – even when you talk about your services or products, you have to keep branding. That is, awareness of the brand has to imprint itself in viewers' memory, and the best way is to have one unique style you will repeat later.
• Visual elements – no quality marketing video can do without visual elements. Use them and play with colours and visuals resembling your logo and corporate identity.

Video marketing can be considered the future of ANY advertising. It is a powerful current trend that keeps growing. With such a huge amount of content online, customers often only scan, and getting into their attention is ever harder. A well-made video can engage a customer and can serve as the first step towards attracting their attention.

Do you want to use video marketing in your advertising campaigns or your marketing strategy? The specialists from the creative production house Motionspace will advise you how to use this format as effectively as possible in your campaigns. Support your brand with something new and have an original video made to measure.