The strategic use of video to educate, engage, persuade, or build relationships with an audience.
A versatile content format used across websites, search, social media, email, and advertising.
Short and sweet:
The strategic use of video to educate, engage, persuade, or build relationships with an audience.
A versatile content format used across websites, search, social media, email, and advertising.
See also: Content Marketing, Social Media Marketing, YouTube Marketing
Video marketing uses video content, whether short social clips, longer explainer videos, or livestreams, to build awareness, explain a product, or move someone toward a purchase in a format that can convey tone, emotion, and demonstration more easily than text or static images alone. Attention on most platforms now favors video heavily, which has pushed video from a nice-to-have into a core format rather than a supplementary one for many brands. Because production quality expectations vary enormously by platform, a polished ad and a casual behind-the-scenes clip can both perform well, provided each matches what that audience expects in that specific context.
Dollar Shave Club’s launch video, a cheap and hilarious two-minute pitch from its founder, is one of the most cited video marketing successes in startup history, driving a wave of signups almost overnight.
Real estate agents increasingly rely on this format, walking potential buyers through a listing via a smartphone tour instead of relying only on static photos.
Blendtec turned a simple product demo into a phenomenon with its “Will It Blend?” series, showing its blenders destroying iPhones and golf balls in a way no written description ever could.
