Your Go-to Guide For Video Marketing

Team Pepper
Team Pepper
Posted on 28/12/2116 min read
Your Go-to Guide For Video Marketing

Table of Contents

  • Introduction 
  • What is Video Marketing?
  • 12 Types of Marketing Videos
  • Making Videos For My Business
  • How Should I Make Videos To Promote My Business? 
  • What Type of Videos Should I Make? 
  • The Three Stages of Video Production
  • How Do Videos Improve My SEO? 
  • How Do I Distribute My Videos? 
  • Conclusion
  • Key takeaways 
  • FAQs

A business needs a video marketing strategy as it needs an SEO strategy or a social media strategy. With the ever-growing forms of content, one of them is to provide content through videos. Everyone currently prefers brands that are providing content through videos. The biggest examples are the platforms YouTube and TikTok that enable users to see content and provide branding through videos. Video marketing can be a smart strategy in today’s times. So, let us understand what is video marketing through this blog. 

Videos have many advantages including the fact that they help improve SEO, gain more clientele, create a good brand reputation and increase sales. Thus, we bring to you a complete video marketing guide

What is video marketing?

Video marketing means marketing through videos. It is promoting your brand and business through videos. You market your brand, promote it, attract customers, increase your brand visibility. You can also provide your customers’ knowledge about your brands through videos way more easily than you can make them read it through written content or any other form of content. 

There are many reasons why you should focus on what is a video marketing strategy. Presently people like seeing videos more than going over written content. The effect of explanation through video is more. People prefer that online video marketing strategy has seen a surge and become a top marketing strategy recently. But a few years ago, when smartphones were incapable as they are right now, video production was expensive to produce. You have seen so many creators gain success by shooting videos from their rooms and a smartphone. Content is the priority. If you aim to do business and make customers buy something, then you would have to work towards it. If you do not provide the appropriate content, you will end up damaging your business. 

Your videos will be able to increase conversion rates by almost 80% through landing pages. 

Not only the creative team, but every section of your team also has to come together to make videos that will work well for your content. 

A video needs a lot of hard work, from shooting, setting, using the correct camera equipment, seeing the right lighting, and editing.

But, when we said people had seen success by shooting videos from their phones, we were not lying. People have preferred no-filter videos, the ones they think are authentic. The biggest example here of successful content delivery without using too much high-end equipment is vlogging videos. Vlogging videos are made by creators who keep updating their audiences about things like having a glimpse of their day or going to someplace, etc. People love to see such organic videos which are not made by following certain criteria or processes. 

Many businesses will likely be adding YouTube to their content strategy, as YouTube is accessible by everyone of any age, so they will get the audience they expect and desire. 

There are several distinct categories of videos you can create. To name a few, onboarding videos, knowledge-based videos, a day in your office, the introduction of the team, customer support video calls, customer stories, etc. There are many more topics you can choose to make videos on. 

Every social media site provides an option to upload videos. So, a video marketing strategy will also be able to make a difference to your social media presence, directly affecting your website’s position on SERPs. Videos do not just fulfill the purpose of getting engagement; it also helps you better research what content does not work well with the audience and when there was a response received that was neither expected nor desired.

With audiences, you never know what they will like and what they will not. So, your only option is to try what works with them. If you are putting videos, make sure you do not overdose on them with an over-surge of content. The content should be relevant too. 

12 Types of Marketing Videos

There are many types of videos, which you need to know if you are planning a video marketing strategy for your business. Before making a video, you need to outline what type of videos you want to make for your business. 

There are 12 types of marketing videos. They include: 

  • Demo videos 
  • Brand videos 
  • Event videos 
  • Interviewing the experts 
  • How-to videos or knowledgeable videos
  • Videos that explain
  • Animation videos 
  • Case study, clients testimonials 
  • Live videos
  • 360° videos and virtual reality videos
  • Augmented reality videos 
  • Personalized messages 

Let us know about these types of videos in-depth. 

1. Demo videos


These videos are for showcasing how the product you will be selling works. In these types of videos, you can get your customers involved in how customers work. Show the main features of your products and let them know how they can be beneficial to them. Do not add a voiceover to the video; rather, make one that seems like you are talking to them on a live platform. These will make it seem like a conversational video, and your visitor is most likely going to take an interest in and interact with it. In demo videos, make sure you have not failed to mention every detail of how the product workings take place. 

2. Brand videos

Brand videos are made for the bigger purpose of the advertising campaign. A brand video will also establish the conceptual talk about your company and make your consumers and customers understand your brand’s vision, purpose, what goes behind it, the products you are selling, the services you provide, etc. 

3. Event videos

If your company is holding a conference, an event, exhibition, celebrations, etc. Make a highlight of small snippets of those videos and put it for the viewers to watch all the company’s workings, which focuses on doing work in a cubicle and completing necessary events needed in a corporate setup.

4. Interviewing the experts

Conduct interviews with experts in different fields in your office. You can also conduct interviews with experts in your industry. Through these videos, you will garner your viewer’s interest. Influencers can also be interviewed about their opinion on your brand. You can collaborate with them for an interview about why they support and promote your industry. 

5. How-to videos or knowledgeable videos


You can include how-to videos about your product or some processes in your industry. Such knowledgeable videos can also include certain processes you follow, textbook knowledge of your products, etc. Your customer support teams can use these videos to guide customers if they are stuck somewhere and do not know what to do next. Customers like being educated on the topic they do not know about the industry. 

6. Explanation videos

Explain to your viewers and give them an appropriate reason why they need your services and why they should choose you. You can take the story-telling route in these videos. For this, you have to research your target audience well, as only research can help you know their issues. If your videos seem irrelevant to your target audience, they will be of no use. 

7. Animation videos


Children can also understand anything if explained to them in an animated form. If your company, brand, or business offers complex services that cannot be easily explained to the common public, simply explain them through animation videos. Here, again, use the art of story-telling. Get your creative brain at work, coin a story and help your audience understand your concept clearly. Animated videos can be unique when done correctly. 

8. Case study and client testimonials


Help your viewers know exactly how you have solved problems and provide apt solutions through case study videos. Request your clients to give out testimonials. They can make a video or send a written testimonial that you can use in a video. Make sure the content in these videos is interesting. 

9. Live videos

People interact more on live videos than any other traditional video content. Before going live, announce the time you will be live and what topic you will be covering. If possible, conduct the live video with an influential person who has several followers. 

10. 360° and virtual reality videos

Give your users an incredible experience by making a 360° video. With virtual reality videos, your viewers will be able to control the direction of their view. 

11. Augmented reality videos (AR)

With videos like this, users will be presented with an added layer to anything they face their camera towards. For example, Lenskart enables its users to check out a frame virtually on their face to understand what it will look like in reality. 


12. Personalized messages

Get your viewers’ responses and build a rapport with them by sending out personalized messages. It can be about anything from festival greetings to the company’s achievement announcement. You can send them a video containing a personalized message that will draw emotion from them and make them feel that they are not just another customer. Personalized messages work a lot on drawing out people’s emotions which will drive them to purchase from the company. 

Making Videos For Your Business

There are many ways you can build a successful video marketing strategy. Here are some exceptional tips that will help:

Always make a schedule

Making and posting videos is impossible. You cannot produce so much content daily. It will either lead to oversaturation of content or your viewers dumped with so much information they did not sign up for. So, schedule the days you will be posting and spare the other days for brainstorming and editing. Due to this, you will be able to handle everything smoothly, and your viewers will be eagerly waiting for the days you will be posting the video. You can also schedule different types of videos for different days. 

Include tutorials

This is incredibly significant as it assists your viewers as well as your customer support team. Your tutorial videos should provide all the information about how your product and services work. Make it in an interactional way so that your customers can get all the information. Your customer support team can take help from these videos while interacting with customers who are facing issues. 

Get your customers to make videos

Encourage your customers to make videos of them using your products or telling their opinion about your services. Make them feel like a star by featuring them on your testimonial videos or brand videos, and they will be grateful to you and your treatment and behavior towards your customers. 

CTAs are important in videos too

Never forget to add the CTA at the end of any video for your customers or viewers to make an action. Let them know all your social media handles, mention your website. Doing all of these as a part of the CTA will help you gain more visibility. 

Optimize your videos with SEO content

Yes, just like other forms of content, you can optimize your video content too. This can happen in many different ways like you could have research on keywords and add that to your youtube description. With other social media platforms like Instagram or Facebook, you can use the relevant hashtags and keywords in your captions and status. As we all know, optimization is very important in digital marketing; SEO should be a part of your video marketing strategy. 

Keep examining what performs well and what fails

Constantly keep a check on the views and interactions with your videos. You are experiencing daily with trends, and you will never know what the audience and viewers will like and what they would not. So you should be observing what your audience likes and what they are not paying attention to. Take notes and make content according to the likes of your audience. 

Apart from all of these, try aiming to make content that will be useful and relevant to your target audience. You will never be able to create content for all of the users on the internet. So, it is better to make content for your target audience rather than focusing on everyone. 

How Can You Make Videos To Promote Your Business

  • Make a plan
  • Write a script 
  • Knowledge about camera equipment and using it the right way
  • Studio setup
  • Take aid of the talent in your office
  • Do the shoot 
  • Gather and organize your footage
  • Editing and cutting of the video
  • Select music for the video
  • Voice over recording

Let us know in detail how to go through with the following steps:

1. Make a plan

You need to plan everything before. What you are going to accomplish, how you are going to accomplish that and by what strategy. All the how’s and why’s should be addressed at this stage. By the end of this stage, you should have a rough idea of your requirements and start gathering everything. Questions like budget, target audience, the purpose of the video, when you are going to post it, and the length of the video should all be covered at this stage. If these things are not ready, you will not be able to create a sensible video. 

2. Write a script

You need to write a script of how your video will be presented. What will be the dialogues, including CTAs and the brand USPs in them, etc? You need to be creative with your script so it can include all that you want in it without being boring. Some videos do not need a script, and you can speak whatever you want in a moment, like live video, vlogging, etc. But when you have a set goal and purpose for the video, you need to make a script. The advantages of making a script are that you would not need to edit a lot because you will have all the content you need and no unnecessary additions. 

Try to make the purpose of the video clear at the beginning itself. Viewers should not be kept waiting until the end of the video to know what the video is all about. Like we do in any form of content, provide an introduction. 

Your script should also have the structure of introduction, main content, and then the conclusion. With videos, you would also have to make sure that your CTAs are at the end of the video, so your customers do not forget to take action. If you provide the CTAs initially, they might forget it by the end of the video. 

You cannot write a script as if you were writing an article or a blog. With video content, your language should be easy, interactive, and understandable, whereas, in blogs, your language has to be articulate and precise with correct grammar. But, as the videos will be made in a conversational form, you do not need to focus on the technical part of writing. See to it that the script you are writing should be really interesting, and when you put it on camera, it should be engaging. 

To have the perfect script ready for you, make drafts. You can make hundreds of drafts, and then you can have a final draft from all of your rough drafts. Having drafts will enable you to compare the things you need and the things you do not. While writing a script, you should always aim to write in the first person. 

3. Knowledge about camera equipment

This is your most important thing in making a video, camera equipment. You would have to be aware of the working of cameras and all of their technical knowledge. You can easily learn how to shoot videos. There are a lot of detailed tutorials on how you can use your camera, and there is an easier option available right in your pocket, Your smartphone. It is even a better option if you have an iPhone as an iPhone gives superior quality output and has high-quality cameras. So if you are a business that does not have the space to invest in a camera just yet, you can shoot videos on your phone. But with your phone, you will have to keep in mind certain things. The first one is storage; you would have to go through many trials and errors while making videos, so it is better to have a lot of storage on your phone, so everything can be saved and then edited. If you are shooting a video on the phone, you can also have editing apps to edit your videos, all the dos, and don’ts of making videos, focusing on the subject and the scale you have to shoot. You would also have to decide from which angle the video will look great, it can be wide-angle sometimes, and if it is an explanatory video, a portrait mode can work. 

You need professional cameras sometimes, so you must have a complete setup if you are shooting with one. You can use a DSLR camera or a prosumer camera in which you have to press record. With DSLRs, you would have to do the manual settings too. So you will need to have adequate knowledge about using it manually. 

Research about different cameras and their equipment if you are beginning because it can help you decide which camera you want to use and which one will be easier to understand. Most cameras will have tutorial videos available on their website, or you can watch any YouTube videos to learn its basic requirements. You would need to learn how to perfectly frame a video, too, to make your subject the main focus of the video. 

A tripod is an important piece of camera equipment if you are a small business and the only person in your team doing everything. It can hold the camera, and you can set a timer for recording videos. From a tripod, it will seem like there is someone behind the camera who is shooting. Along with shooting equipment, you would also need lighting equipment. You do not need your video in a low-light setting. Everything should be visible when you are shooting a video. But you would have to keep the balance as you do not want too much brightness in your video. All of these are the technological side of video shooting which, if you have a team for video marketing strategy, can be done easily. Still, if you are less in-person, everyone should learn the basics of shooting and the settings of everything you would need to shoot and produce an amazing video. 

4. Studio setup

You should have a dedicated space for making your videos. If you can make a studio of your own, it will be the best thing for you as you will have to set it up only once in the beginning then you can make smaller changes in it, and you would not have to do a preparation that takes time before making every video. With a familiar background, every time, your users will be used to your videos. They will feel a sense of familiarity if a video is shot in the same place. With a studio, you also have the advantage of the setup already done. 

If you need to change the background, you can easily change it in a studio. Lighting equipment will also be needed to set up only once, so you already know where you will be putting the lights, and from the second time for shooting video, you will need only a switch to turn on the lights. 

If you do not have a space for investing in a studio, you can have a mini set up like a studio in your room or office, which will be dedicated to making videos solely. The familiarity of having to shoot videos in one place makes it easier and faster to shoot a video with the right setting after you do it a few times in the beginning. 

5. Take aid of the talent in your office

You would need a person to act in the video. There has to be someone in front of the camera as much as there is a need for a person behind the camera. If you know some acting, you can act in the video yourself or find people from your team and find their hidden talent in acting. It is better than hiring anybody else as there will be more effort needed in that case. 

6. Shoot

The main stage of making a video is the shoot. After you have everything set up, you can start shooting the videos. No one is a perfectionist, so there is not going to be a one-take shot. You would have to allot a specified time for the shoot and use that. All of this should be mentioned in your video marketing strategy plan. 

7. Gather and organize your footage

You would not be shooting the video all at once. So you would have to gather all your footage and organize it in its correct order. This will help you a lot in the editing stage. 

8. Editing and cutting the video

You would have a lot of footage, so you will have to edit and cut some stuff out of it. You cannot post it all. The previous stage of organizing the footage will enable you to edit and omit the unnecessary footage easily. 

9. Select the music

Music enhances your video and makes it more engaging. Selecting the right music for video is important as it will be an important element. But while choosing a music video, you have to be aware of copyright issues too. Your video can be removed if you choose a piece of music with copyright issues—research about all of this at the beginning. All your efforts will be in vain if your video is removed. 

10. Voice over recording

This will be your last stage before the final editing. If your videos require some information or instructions, you would have to do a voiceover. This is where your script will come in handy. You would have to do the voice-over according to what you were speaking in the video. 

After completing all of this, you would be able to make the final edit and upload your video at its scheduled time. 

What Type of Videos Should I Make?

If you know what video content creation is, you will know that the only requirement is engaging. You should connect with your audience through your video. They should feel like you are talking directly to them in a video call or a conference setup. Your video making should be clear and send the message directly without using any undertones. 

For the record, educational videos, tutorial videos, live videos, raw footage of you talking about anything or vlogging perform well in terms of interaction. Because of these videos, you are providing information as well as solving problems. 

The Three Stages of Video Production

There are three stages you would be coming across while producing a video. They are:- 

  1. Pre-production
  2. Production 
  3. Post-production

Let us know what these stages contain in detail:

1. Pre-production

The pre-production stage consists of all the research and brainstorming you do before shooting a video. In this stage, you will be needed to be prepared with

  • Research the topic you are going to present in the video. 
  • Determine what category of video you are going to create. 
  • Video strategy
  • Its goals
  • Budgeting
  • Scope of the video.
  • Scripting
  • Finalizing who will act in the video.
  • Production team
  • Needful pieces of equipment
  • The location you are going to shoot in 
  • Schedule of when it should be shot and when it is going to be posted. 
  • A story you need to tell through the video

All of this will be needed to complete at this stage only so you can move to the further stage. 

2. Production

In this stage, you will be finalizing and completing the shoot with all of the setups of sound and light finalized. Voiceovers also will be needed to be recorded in this stage only. 

3. Post-production

This will be the last stage before your video is posted. In this stage, you will select the music, take reviews from your team, approvals from the video production team, edit and post the video. Your video will be out for the audience to interact with after this stage. 

Having a process for video production is required as everything will be handled according to the plan and strategy, and there will not be a lot of burden of doing everything at once. So to avoid any mishaps, it is necessary to have a video production process with all the above stages mentioned for producing good quality content. 

How Do Videos Improve My SEO?

If you know what social video marketing is, you would know that SERPs consider the interactions of the brand pages on Instagram, Facebook, YouTube, etc. So, if your video has considerable views and an audience on any of these platforms, it will automatically improve your SEO. You can also add relevant keywords and hashtags on your YouTube, Instagram, and Facebook to have more visibility and gain more views on the platforms, directly contributing to improving your SEO. So, your video content does contribute to improving your SEO on a huge scale. 

How Do I Distribute My Videos?

You can gain views at the beginning of the video, but gradually the views will go down. There will be a question of how to increase the views again, organically. 

  • Conduct a webinar while showing the video you plan on getting more views on. 
  • Make a social media campaign about making people aware of the video. 
  • Send snippets of the video through your email marketing campaign. 
  • If you are conducting an exhibition, you can play your video on a loop and make people want to watch it again on their own. 
  • Have a transcribed video. Transcription will help more people engage with your video. You can add links to the products and services in your transcription, which will make for an easy user experience. For more engagement, you can also translate your transcription into different languages.   
  • If you add subtitles to your video, people who like watching video without sound or are in a surrounding where they cannot watch your video with the sound on can happily take the aid of the subtitles and engage with your video without sound. 
  • Use your video on landing pages. Using your video on landing pages will give your audience a clearer view of your brand and have direct CTAs on the landing pages themselves. 


We have all the points covered for a perfect video marketing guide. Through this blog, you can know all the workings of video content creation and video marketing.

Key takeaways

  • Your video should be engaging. 
  • It should have a clear message and CTAs. 
  • You can use a video marketing strategy to improve your SEO. 
  • There are 12 types of marketing videos. 
  • Videos are to be made in simple language, which should be easily relatable to the audience, and they should be able to understand the language. 


1. What is social video marketing?

Social video marketing is video marketing through social media platforms. Distribution of your video on social media will be a part of your social video marketing.

2. Should I stick to only making one type of video?

No, you should always make different types of videos to engage with different types of content.

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