Branding | Marketing
16 Okt, 2019
Von MarioSchaefer

The ultimate guide for Video Marketing in 2020

the ultimate video marketing guide

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During the last couple of years, marketing activities changed a lot. When the first social media platforms like facebook gained traction and companies like Instagram, LinkedIn experienced exponential growth during their first year on the market things were still traditional. 

Basic marketing techniques like TV-Commercials, Magazin-Ads, and Billboards were the way to go. But together with their growth in the user base and the rise of influencers, it got increasingly interesting. 

Every new tool, such as IG-Stories, the possibility to upload video content offered new ways in how to communicate with your audience. Then, marketers around the world started to focus their activities on these platforms. No wonder, if you take a close look at the total usage of social media platforms.

Why you should focus on video marketing in 2020

It was 2016 when there have been first sightings of video usage on social media platforms. And the trend quickly took up its pace. Already one year later video-marketing was everywhere to be seen and the go-to type of content to have an engaged community. But always remember: When creating content or just building products don’t forget your users and consumers. Creating User-Oriented content is the way to go.

If you take a look at how things changed up since 2016 and ask consumers what they would like to see from their favorite brands, it quickly gets clear that video is their number one priority. Hubspot even offers some first-hand insights into this matter.

User Preferred Content

Not only that video marketing is on the rise and is the most consumed content next to newsletters and email. If you take a distinct look at recent research reports (next to the one from Hubspot) you can quickly see that not only marketers but Influencers too use more video content then ever.

This doesn’t even come by surprise since everybody has the possibility to create a high-quality 4K video even on a tight budget in 2019 and 2020. So there are clearly no harsh obstacles in your way.

Other benefits

There are so many more benefits when it comes to using video as your main form in how you are communicating with your community. Higher engagements rates, more clicks, a more personalized way to communicate and much more.

Yet video-marketing can be tough as well. What cameras and equipment should be used, how do you light a scene in order for it to look good and which Apps should be used in order to cut it down and upload it to YouTube and Instagram? Tough questions to answer you will find in the next couple of passages.

WHAT IS VIDEO MARKETING?

Video Marketing is a marketing technique where video content pieces are used to attract customers and increase sales. Video Marketing is used to promote products, increase engagement, clicks, and comments on all relevant digital and social media profiles and reach your customers with an interactive medium.

What Video Marketing will get you in 2020

When thinking of video marketing or at least any forms of video used in advertising most think of TV-Commercials between prime time blockbusters on our favorite TV channels. But unlike TV-Commercials, video marketing has become so much more.

Due to technological advancements, heavily reduced production costs and basically the possibility that everyone with a solid smartphone can produce great video content, it is of no wonder that this new form of engaging content skyrocketed in the last few years.

Why to focus on Video Marketing

For 2020 video marketing is predicted to seize major parts of spent marketing budget throughout every sector. Does this mean you should solely focus on producing video content for your business? Probably not, a solid omnichannel marketing mix consisting of Images, Blog-Posts, Podcasts, Newsletters, and traditional media is still the best way to go.

Nonetheless, 2020 will be the era of interactive video content to have an engaged user base and increase not only sales but also creates an engaged community. 

Src: Hubspot

So why focus on video marketing in 2020? Video provides you with much more than just increased sales and engagement. 

  • Get in touch with your community directly and address their issues in person
  • Better, keep in touch with your audience on a daily basis
  • Keep up the hype – Announce a new product in a creative way
  • Introduce new functions of your product or service
  • Share insights into product development
  • And much more, there are limitless creative ways what you are willing to share

Different Forms of Marketing Videos to use

Commercials

Our all-time favorite type of content piece used to promote your products. Once mainly used on television, they finally found its way to online marketing. There are many benefits when it comes to promoting your products with commercials online instead of choosing TV as your medium.

For one, the overall costs are greatly reduced. Your brand doesn’t have to spend countless of $’s to have your ad air on the most promising network. But there’s more. Building a campaign for your Marketing Videos solely online, you are able to tailor your ads specifically to your target group.

Learn more about how you define your buyer persona(s) – coming soon

What’s even better, you can choose the actual channels (e.g. Facebook, Instagram, and LinkedIn) you want the commercial to be shown on.

A great example of how you can do it is the introduction of the “DJI Ronin S” earlier in 2019.

Image Films & Brand Videos

These types of videos are have become increasingly popular during the last few years. Being able to showcase your brand in an authentic and interactive way might be one of the most intriguing methods you can choose. Potential clients and customers gain a first glance at your brand, your mission, and your vision.

 Want to produce an image film or brand video, but you’re not sure
how to do it?

But beware when you are producing Image Films and Brand Videos. If you want them to be successful you need to focus on your mission statement and offer your potential clients a clear reason to get in contact with you and your brand. So in order to convert, these videos need to be interestingfocus on your products and your brand, have to be interrupting and of high quality.

Use these brand videos in the hero section of your homepage, landing page, and social media profiles. Share them in Newsletters and even promote them in networks like YouTube.

You’ll be surprised how many potential buyers, your community and audience will appreciate a high-quality brand video.

Here’s how a brand video/image film can look like for a restaurant.

VLOGs

There’s no better way to give first-hand insights into your daily life. Thinking about Blogs in Video format, you might think about travel and lifestyle YouTubers talking about their life’s on a daily basis.

But Blogs can be used in many more ways. They can be used as a format to give insights into your brand’s work. Which products or improvements you are working on or even talking about a topic you are passionate about.

But producing high-quality VLOGs isn’t an easy task and using them as a video marketing tool even tougher. For them to work you have to put in a decent amount of time each day. You have to be authentic and passionate about your determined topic and upload a new video at least 2-3 times/week.

If you are up for the challenge a piece of advice I can give you is to hire a professional video/film-maker to accompany you on a daily basis and produce this type of video content.

Tutorial Videos & How-To’s

Not matter which profession you are in, Tutorials are a great way to showcase your expertise on a certain topic.

Let me give you an example, next to working in branding & marketing, I am a photographer & filmmaker and what better way can there be to upload tutorials on YoutTube and IGTV. Explaining how certain functions work in Adobe Photoshop, Lightroom and Premiere Pro and talking about camera techniques.

You can take a closer look at this video for example or hopping over to my YouTube Channel.

Podcasts

Podcasts, either solely in Audio or Video + Audio format became increasingly popular in 2019. Hardly surprising since this type of content can be used by many commuters, office workers and consumers interested in different kinds of topics on a daily basis.

Furthermore gaining insights into relevant topics without being disturbed during work or the daily commute can be a real game-changer in the long term.

Additionally, producing video podcasts and convert them later on into an audio format presents the possibility to easily set up omnichannel content marketing funnels.

What you need to produce such content can be found later on in this article down below.

Demo & Product Videos

Product videos not only are a great way to showcase your product. It’s more than that. Using product videos for marketing purposes lets you show a solution to an explicit problem. It doesn’t matter if you are using it for a product demo, to introduce a new feature or to unleash the uniqueness of your product into the world.

Just like the example above, for your video to work as a demo, to be interrupting, it needs to focused on solving one problem. But it can be even more than that, it can present a new path your brand is committing to. You may even be able to introduce a totally new era of products.

In order for a product & demo video to work you need to have the following aspects in mind:

  • Focus on a solution to a problem
  • Not too long, but also not too short. Emphasize on its key features without being boring
  • Present it in a creative and unique way for people to relate to

Animated Videos

There are times when a topic is just too hard to explain by your typical marketing videos. May it be due to the fact that there too much information to be covered or that it needs to be visualized for it to be understood. That’s when animated videos are your best friend and the solution to go for.

They often can be combined with a typical “Tutorial Video” which will be covered in detail down below.

What you want to go for when creating an animated video is to use a clearly defined style that works with your corporate identity. Incorporating your brand colors, fonts and logos increase the recognition value dramatically. If you are interested in creating some animated videos head over to Powtoons. They are trusted by many great companies out there.

Interviews & Expert Advice

The best way to build trust in your area of expertise is to get in contact with experts in your particular field and set up an interview. Get in touch with Influencers in your niche and discuss a topic on a professional basis.

When producing interviews (in person) make sure to have at least two different camera angles and good microphones. Another great way to interview in this digital age is to use tools such as Google Hangouts. Use the screen & audio record function to save it on your device. Post-process it and upload it to your favorite channels (and even convert it into a podcast).

Collaborations

Collaborations with experts or influencers in your respected field are a great way to leverage different ideas and opinions for video marketing purposes. 

Brands throughout every industry collaborate with creatives and thought leaders to build up their brand awareness by creating content that sells. Collaborating e.g. as a lifestyle company with a creator (who suits your brand’s mission) to create not only content but their own product line is a great way to leverage their following and build trust.

A company that does this on a regular basis is MVMT. They recently worked with Sam Kolder and came up with the “Sam Kolder Collection“. Incorporating his way of life in their brand/product strategy gave them another huge boost in social media and in sales.

HOW TO MAKE A MARKETING VIDEO FOR YOUR BUSINESS – FROM START TO FINISH

So you just made up your mind to create your first video for your brand or business. Yet, there are so many things going on and much more you have to keep in mind. In order to produce stunning videos, you can share with your audience on social media and use them for your landing pages or your website. 

Questions like which camera should be used or how do I light my scene to look professional are just the most basic ones to be answered. And topics like how to edit your video and upload them to the most suitable platforms are also issues you need to have in mind.

HOW TO CREATE A VIDEO FOR YOUR BUSINESS

  1. Video Topic: What your video will be about
  2. Scripting
  3. Equipment to use: Cameras & More
  4. Setting up the Equipment
  5. The Location
  6. The Shoot
  7. The Edit
  8. Choosing the right music
  9. The Upload: Platforms to use

1. Video Topic: What your video will be about

Before any camera will be turned on and the record button will be pushed, you do need to have a basic idea of what your video should be about. the overall purpose of this marketing video needs to be discussed and you have to make sure that your audience’s action after watching this video is clear. 

So, in order for the video to work as desired, you do need to ask some mandatory questions to yourself and your team. This will make sure that your video is a solution to a problem or to achieve a certain goal.

  • Who’s your target audience? The overall question you should be asking yourself is who is this video for. Since you do make this video for an established brand this buyer persona might already be defined.
  • What’s the goal/purpose? just uploading a video to your YouTube account or on your socials doesn’t always serve a purpose and just might be a waste of time. So so what you do have to ask yourself is what do I want to achieve with this type of content. E.g do I want to sell more products?
  • Which platforms will the video be uploaded to? Every platform (Facebook, YouTube, IGTV, etc.) is different and has its own particular audience. So you do want to make sure that your video only appears on the most suited ones. The ones your goal can be achieved.
  • Is there a deadline? Does your video need to be finished at a certain point in time? Do you need it in order to promote a product release?
  • What’s the budget? highly creative product Videos tend to be expensive. But in 2019 they don’t have to be. Are you doing them on your own or are you hiring a filmmaker to create a marketing video? Make sure that you have had it planned out.
  • What are the requirements? With the goal and your budget mind. Write down everything you need to make your video happen. E.g do you need any titles, graphics or special effects? Which format will be used?

Plan out every step of the creative process in a spreadsheet. That way you can make sure that every step will be be taken care of.

Here’s a template you can use to plan out your video

2. Scripting: What do you want to say

The Wording:

There are people out there who can go on an on about a topic they are familiar with without having to you write anything down. But for most of us, this endeavor can be quite challenging.

So scripting out a sequence of a video is a real game-changer. Knowing what comes up next, written down in short bullet Points or even whole passages will almost guarantee you to create professional videos.

example scripting out your video

A quick side notes: writing down your video in long-form, even grants you the benefit of having a blog post ready to publish.

But how do you script down a video? If you have planned out your video from start to finish, all you need to do is to think about some main headlines which cover the topic(Just as you would in a blog post).

In the next step, you want to address each sub-topic in detail. Be precise and don’t use any unnecessary sentences to stretch the video. Keep it short, simple and on topic.

Yet paraphrasing out your video is only one part that needs to be addressed.

The Scenes

Most Videos are consisting of multiple scenes. So to make a video look professional and authentic, you want to address each scene and sequence individually.

video plan

Break down each scene into individual parts. Write down what will happen in each scene, which equipment will be needed and who will be participating. Do you need to drive to a special location? Are there any obstacles you have to be aware of?

3. Equipment to use: Cameras & More

Depending on the budget you have there are no limits when it comes to acquiring equipment for a future video shoot.

But in 2019 there’s also the way off just using a smartphone to create something incredible. Next to the cameras, other filming equipment is highly recommended. Lights, gimbals, and filters are some great tools to up your video game.

Cameras & Lenses to use:

In the last couple of years, camera equipment became less and less expensive. Everyone can buy a professional DSLR or DSLM. but what I can recommend this point is that you at least opt for a model that can shoot in 4K. It also should be able to record in 24fps and 120fps (Slow Motion). There are lots of camera manufacturers there who have a great lineup.

It doesn’t matter if you are shooting with a Sony, Canon or an Olympus camera as long as they fulfill the requirements. Great models to buy are the Sony A7iii and the Canon EOS RP. If you want to know more about camera equipment, have a look at this article.

Lenses are probably the most critical part of your equipment you need to acquire. Lenses can affect the overall look and quality of your Marketing Videos. So my recommendation is not to go cheap but buy some decent lenses. If you don’t have any lenses at your disposal or are just starting to make videos for your business get a 24-70mm f2.8 lens for your respectable system (Sony, Canon).

Using a smartphone

If you are interested in using a smartphone as your main camera you have to make sure that the lighting is perfect. As smartphones only have a tiny sensor it is a little bit more challenging to create videos for marketing purposes.

Smartphones might not be the best option if you want to create commercials, but if you are in for shooting logs or short testimonials a smartphone can be a great tool to accomplish such tasks. The best way you can use your smartphone for video marketing is to keep in touch with your audience on your social media profiles such as Instagram or YouTube.

Make sure that the exposure is set right and the image is not too dark, adjust the auto focus point and make sure that it doesn’t “pump”. Don’t zoom in using the digital zoom, but move in closer to get the best possible image quality.

Lighting

Most of the times natural light is the best way to go. This means if your office or the location you are shooting at has some bright windows ready for use. Go for them instead of an artificial light source. If you are shooting an interview indoors the best way to light the scene is to set up an easy lighting setup. This should consist of three lights, a key light, a fill light and a background/ambient light.

For the main light, the Key-Light, an adjustable LED Video Light with a Softbox is a must. In this case, adjustable means that the light can be changed in its color (Whitebalance) and intensity. It is recommended to position it in a 45° angle left or right to the main subject. as the name already suggests, the purpose of this light is to illuminate the scene. If you only have the budget for one light, aim for a high qulity key light.

The second light, the background light it’s totally up to you. It shouldn’t be too bright and only be used to create a nice ambient. You can use all sorts of colors. But keep in mind for them to suitable for your video. Here’s an option to go for.

Position the back light such, that it faces the wall or the back of your scene. It only needs to create a nice backdrop for the room to look more interesting.

The third light, the Fill Light is used to balance out any harsh shadows in your scene and mainly on the subject’s skin. If there’s no fill light available you always can use a reflector to soften the shadows. The fill light usually isn’t too bright and typically just balances out the whole scene. Beware not to cancel out the shadows completely. A nice contrast of bright and shadowy areas just look too good.

If you’re shooting outside, make sure not to stand in the bright sun and move into the shadows. That way you will achieve a match more professional image and smoother skin. 

Sound Equipment

As mentioned before lighting and sound are 2 of the 3 key factors of creating a professional video. High-quality sound & audio. Most cameras, including your smartphone, have built-in microphones. But don’t use them for professional videos. Most of the time the produced audio doesn’t sound any good.

When it comes to audio equipment, there are many options you can go for. Depending on the type of your videos, different sound & audio gear is needed. 

If you are creating VLOG style content or YouTube Videos where the camera is positioned in front of you, an on-camera microphone such as the RODE VideoMic is a great low budget solution. But don’t underestimate the quality this little piece of the is capable of.

In case you are shooting on a smartphone, there is some nice option you can go for. For example, the Rode VideoMicro produces crystal clear audio on a low budget (You can even use this instead of the RODE VideoMic).

Another scenario where you need a different kind of gear is for interviews or studio videos. Being in such a situation, where you can produce videos in a controlled environment a shotgun microphone will be the best solution. Position it in the center, just above the subject and make sure that it’s not in the camera frame. Keep it invisible.

Another option you can go for is lavalier microphones. They are these small mics clamped onto shirts. There are both wireless and wired options. But keep in mind they can be quite uncomfortable for your host. 

A quick side note: If you do want to get the best out of your audio, you need to adjust it in post (such as Adobe Audition or Premiere Pro).

Other

Next to cameras and lighting equipment like gimbalsfilters and tripods can be mandatory. If you are always on the go and film a lot of movement a Gimbal is a great tool to stabilize your footage.

Tripods are a must-have solution if you are filming lots of interviews or podcasts. There are some great low budget options for you to buy.

If you do film lots of daylight scenes or in the bright sun, Neutral Density Filters (ND) are a must.  They block unnecessary light and lets you keep your shutter speed at the right spot. A solid option to go for is this one.

The next one might be a no brainer, but having enough storage available on your hard drives or SD Cards might come in handy. Especially when recording in 4K or higher, you’ll run out of storage fast.

4. Setting up the Camera

Choosing the right camera settings can have a huge impact in the creative process. Furthermore it will alter the look and feel of the overall image. Do you want to go for a cinematic or rather a clear look? It all depends on the settings you are choosing.

A quick crash course

  • File Format & Record Settings: For a couple of years every camera is capable in shooting 4K, FullHD and even in Slow Motion. Depending on what you want to achieve and the look you are going for different settings are to be used. In general, use highest settings possible.
    •  The Cinematic look @ 24fps: Using 24fps (frames per second) will get you the most Hollywood like look. For the human eye this even will look the most natural. 
    • Slow Motion @ 120fps: Shooting in 120fps will enable you to slow down your footage. This is mostly used to create b-roll sequences to tell or commence with a story.
  • Shutter Speed: So the shutter speed is responsible to maintain the cinematic look. So to get the best results, your shutter speed should be fixed at ~2x your framerate. Which means, if you are shooting at 24fps, your shutter speed needs to be at 1/50s and if you are shooting at 120fps it needs to be at 1/250s.
  • Aperture: The aperture will control the depth of field. The wider the aperture (e.g. f1.4) will blur out the background. While an aperture of e.g. f6.3 will both have the subject and background in “focus”.
  • ISO: By adjusting the ISO you can brighten the image in a dark environment. But by bumping up the ISO you will also be increasing the visible film grain. Modern cameras can increase the ISO to around ~6400 and it will still be o.k. to use. And it even can create a cool look by doing so. 

My recommendation: Shoot in 4K  @ 24fps. Then, choose an aperture of around f4.0, an ISO of 100 – 800 and a shutter speed of 1/50s. If you do shoot in an uncontrolled environment make sure you attach a Variable ND Filter to block unwanted light. 

5. The Location & More

Every location is unique. And most of the time you might not be able to make all the adjustments you need to make. Since good lighting is the key to get smooth footage you want to address this factor first. Make sure to know every aspect of your location. The second factor you have to keep in mind is the Audio. Echos tend to be more present in large spacings without any furniture or sound dampening accessories.

Some questions you should ask:

  • Which types of lights are installed? If any. (Keep the flickering in mind)
  • Are there any echos to be heard when talking?
  • Can I use the windows as my main light source?
  • Where are the power outlets?
  • Do I have to bring my own power source?
  • Do I need to prepare the shooting space?
  • Do I need special equipment to shoot at the location?
studio setup

If you are shooting on a regular basis, a dedicated studio is the best way to go. It does not just save you a lot of time but you also don’t have to set the equipment up every time you’re ready to shoot another video.

To make your scene & location look even more interesting you always can add some decorative elements. Pictures, carpets or even just some flowers always add a nice touch and it will definitely look more welcoming. By adding these elements you even start to notice that echos and other audio disturbances start to fade and the overall quality goes up.

6. The Shoot

Preparation is the key to a successful video shoot. Make sure that everyone has the script and the questions (especially for an interview).

If it’s your first time and you’re having trouble memorizing the script use an iPad, a piece of paper or if your budget has some more money to spare get a teleprompter.

Now that you got everything set and ready it’s time to start with the actual shoot. But before cameras start rolling you need to make sure that every participant is ready. Did everyone memorize the schedule, the questions, and their part? 

Stop being so nervous

Anyone who ever stood in front of a camera knows this, it’s tough to cope with your nervousness. No wonder, who like to talk in front of an audience and camera. But trust me after a few takes and videos this feeling will gradually fade away and you’ll be a pro in no time.

So, how do you make sure that your host or main subject feels natural and relaxed? The easiest way to make this happen is to relax the atmosphere before filming. Joke around, talk and get to know each other. By getting more comfortable with your surroundings helps a lot to start the initial conversation.

Keep in mind, nobody is perfect. If something’ going wrong there’s no need to get stressed out. Take your time and do another take if it’s necessary.

Filming

During the sessions keep an eye on all the small things. There are many things that can go wrong. Sometimes the camera is buggy, or your storage might be full. I even had an issue once where my lens started to screw up the autofocus during the shoot.

Many of us will probably not have a huge team around to help out when a problem comes up. Here’s a nice little hack.

To be able, to make sure your camera and lens are doing their job. You always can connect your laptop, tablet or an external monitor to your camera. You’ll be able to see if every setting and function is operating normally. As those monitors are attached directly to your camera your audience won’t even recognize that you are looking at the screen.

And keep in mind, the best thing about technology is that we can just start over again. You won’t believe how many takes I recorded and deleted after screening them…

Framing

rule of third

Whenever you and your team are making a video an essential part of the creative process is to frame your subject perfectly. This means to have the Rule of Thirds in mind when composing an image and setting up your scene.

The Rule of Thirds in general is about how to position your main subject to create an interesting yet eye pleasing scene and follows the idea of the the Golden Ratio.

In order the RoT to create a pleasing image, it is necessary to divide the image in 3×3 consecutive parts. Then, position your main subject in one of the three parts (vertical or horizontal). Your main subject can be positioned on the line (just like the car in the image above) or within the bounds of one/two of the three. This means if you are creating an interview position your main subject on the left or right side of 2/3s.

7. The Edit

Editing a video is quite challenging. You need tons of apps and resources to get started. But how do you know which you actually need? There are many different options you can choose from. But let’s start by choosing the right editing software for you.

If you are a Windows User the most popular option you can go for is Premiere Pro from Adobe. This app is updated on a regular basis, has tons of features and usually comes together with the Adobe Creative Suite. You’ll get another app that helps you with your workflow and can even spice up your editing game.

Applications like After Effects and Audition are some nice extras to create templates in, improve audio and work perfectly with Premiere Pro. The only issue of Adobes’ Creative Suite is that it only comes with in a Subscription-Based Model and will be around 60€/Month. This might not be the best option for you if you are on a tight budget. An alternative is Sony Vegas or DaVinci Resolve.

If you are an Apple and Mac user you want to go for Apple’s in house Final Cut Pro. This app works perfectly with macOS and can even be run on an older generation of MacBooks.

The whole editing process can be a pretty heavy workload. So it might be best for you to have a look at my YouTube Channel or watch the video down below to gain first-hand insights into video editing.

10 Premiere Pro Tips to crush your workflow

A routine workflow is mandatory if you want to create professional videos on a regular basis. But applications like Premiere Pro are pretty intense and not learned easily. Video Marketing can work best if it is done professional and in high quality.

8. Choosing the right Music

Picking the right music for your videos can be a real challenge. Music is not only used to add some nice background vibes in a video.  Adding little effects that introduce or underline a statement, a scene or even just to stress out a fact. Effects like this can make all the difference to hook your audience. I bet you have watched Hollywood movies before. They use these Sound Effects (SFX) to do exactly that.

choosing the right music for a video

There are some great websites that provide an incredible amount of resources. You’ll find SFX and Music ready to use in any of your videos. If you are a content creator on YouTube or Instagram or even TikTok websites like Artlist.io, epidemicsound.com. Next to buying licenses traditionally they offer subscription-based models for creators and businesses where ever music you download and use in your videos is automatically covered by their creator license. So you don’t have to worry about any monetary claims or strikes.

When choosing Music for our videos you should always keep in mind what purpose your creation has. Is it a commercial for a product? Use music which underlines the look and feel this product has on their users.

E.g. if you are a hotel in Dubai and you are producing an image film you might want to incorporate Music which not only adds this vibrant city feeling but also focuses on the Arabian Culture.

My recommendation: Choose Music before you are starting your editing process. Most of the times when you are editing a video you need to edit it along your Music. Or at least have to re-edit the video after adding Music.

9. Platforms to use

The final step in the video marketing process is to upload your newly created content to a suitable platform. So which one is the best? Do I upload it to multiple platforms? Which one will I choose to get the most traffic?

Youtube

As one of the oldest platforms to consume video, YouTube is without a doubt one of the best platforms to use to distribute your content. Yet, the problem is that the organic reach isn’t a particular high. But as always, there is no harm in using multiple platforms, so YT is definitely one to choose.

Instagram

As most of GenZ and the Millennials are using Instagram on a daily basis it is highly recommended to use it. When uploading you do have to change the aspect ratio of your video from landscape to vertical. This means as you are traditionally shooting at 16:9 you have to switch it to 9:16. If you are doing this, be aware that a little bit more of editing needs to be done.

LinkedIn

As the world’s largest Business Network, LinkedIn is the perfect platform to get in touch with professionals around the world. If you are choosing it in your channel mix, you should focus on adding value to your network. As LinkedIn is also mostly mobile based vertical video is highly recommended.

TikTok

GenZs’ favorite platforms and the perfect opportunity to get in touch with your audience solely through short clips. If you are selling products or lifestyle accessories this is the place to go. 

I hope you enjoyed this definitive guide to video marketing. If you have any further question don’t hesitate and contact me on one of my social media profiles or send me a short email. 

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