The Complete Guide to Video Marketing for Businesses in 2019

What Is Video Marketing?

If you’re new to online video marketing and you need an updated video marketing definition, we’re here to help. Our video team stays updated on video marketing traits and examples to ensure we are offering our consumers with excessive exceptional and effective videos for their websites, social media channels, and digital platforms.

Brands need a video marketing strategy — this idea isn’t new. What has modified is how essential video has grown to be on every platform and channel.

It’s no longer simply one piece of your ordinary advertising plan. It’s central to your outreach and marketing campaign efforts … especially your social strategy.

Video has in reality dominated social. According to a recent HubSpot Research report, four of the pinnacle six channels on which international consumers watch video are social channels. In addition, a Facebook executive these days anticipated that the platform will be all video in much less than 5 years.

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Why is this important? Well, if you aren’t growing video, you’re likely falling behind. But, don’t fret. For most videos, the greater easy and uncooked it is, the more real the content appears … and that’s what honestly matters to your audience.

Better yet, video manufacturing is greater price advantageous than ever — you can shoot in a high-quality, 4K video with your smartphone.

So … video is more cost effective and less difficult than ever. But, between digital camera equipment to lights to modifying software, the subject of video advertising can nevertheless appear distinctly complicated. That’s why we compiled this guide.

Continue studying examine the whole lot you need to know about video marketing, or use the hyperlinks below to leap to a specific section.

Why You Need to Focus on Video Marketing in 2019

2016 noticed a surge in the reputation of video as a content advertising format. 2017 saw video upward push to the top of your marketing tactic list.

What has 2018 seen? In short, 2018 has modified video from a singular advertising tactic to a whole commercial enterprise strategy.

Video as a tactic used to be probably centralized with your innovative group as a one-to-many attention play, with a lot of centre of attention on high-priced production and little evaluation to show for it.

Video as an approach is pretty the opposite. It’s produced via all teams, in a conversational, actionable, and measurable way. Video as a strategy is the future.

According to a document from HubSpot Research, greater than 50% of customers want to see videos from manufacturers … more than any different type of content.

Video is beneficial for extra than entertainment, too. Video on touchdown pages is capable of growing conversion rates by way of 80%, and the mere mention of the word “video” in your electronic mail situation line will increase open rates with the aid of 19%. 90% of clients also say movies help them make buying decisions.


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But video hasn’t solely transformed how companies market and shoppers shop; it’s additionally revolutionized how salespeople connect with and convert potentialities and how provider teams guide and satisfaction customers. In short, video is exceedingly beneficial during the complete flywheel — no longer just to heighten brand awareness.

Video can be a versatile tool for salespeople during the whole customer buying journey, and it can do a lot greater than expand engagement. Backend analytics additionally assist salespeople qualify and prioritize cold or unresponsive leads.

The selections are also limitless for carrier teams — onboarding videos, knowledge-based videos, meet the crew videos, help video calls, and consumer testimonies are simply a few approaches that video can create a extra thorough, personalized consumer assist experience.

Lastly, 2018 has added about a penchant for the authentic and raw. According to HubSpot Research, shoppers and customers without a doubt decide on lower quality, “authentic” video over an outstanding video that appears synthetic and inauthentic. What does this imply for you? That video is within attained for agencies of actually any size — team and budget, alike.

The 12 Types of Marketing Videos

Before you begin filming, you first want to determine the type of video(s) you favour to create. Check out this listing to higher understand your options.

1. Demo Videos
Demo videos exhibit how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and placing a bodily product to the test.

2.Brand Videos
Brand videos are generally created as a section of a larger advertising and marketing campaign, showcasing the company’s high-level vision, mission, or products and services. The intention of creating videos is to construct awareness around your organization and to intrigue and appeal to your target audience.

3. Event Videos
Is your business hosting a conference, spherical table discussion, fundraiser, or another type of event? Produce a spotlight reel or launch interesting interviews and displays from the gathering.

4. Expert Interviews
Capturing interviews with interior specialists or thought leaders in your industry is a superb way to build have confidence and authority with your goal audience. Find the influencers in your enterprise — whether they share your point-of-view or not — get these discussions in front of your audience.

5. Educational or How-To Videos
Instructional videos can be used to educate your target audience something new or build the foundational information they’ll want to higher understand your enterprise and solutions. These movies can additionally be used with the aid of your sales and provider teams as they work with customers.

6. Explainer Videos
This type of video is used to assist your audience better understand why they need your product or service. Many explainer videos focus on a fictional ride of the company’s core customer persona who is struggling with a problem. This man or woman overcomes the issue by adopting or shopping for the business’s solution.

7. Animated Videos
Animated videos can be a wonderful layout for hard-to-grasp concepts that want sturdy visuals or to provide an explanation for a summary provider or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.

8. Case Study and Customer Testimonial Videos
Your prospects want to know that your product can (and will) solve their particular problem. One of the great methods proves this is by way of creating case study videos that feature your satisfied, loyal customers. These people are your fine advocates. Get them on-camera describing their challenges and how your company helped solve them.

9. Live Videos
Live video gives your viewers a special, behind-the-scenes look at your company. It also attracts longer streams and greater engagement costs — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and motivate viewers to remark with questions.

10. 360° & Virtual Reality (VR) Videos
With 360° videos, viewers “scroll” round to see content material from every perspective — as if they were bodily standing inside the content. This spherical video style permits viewers to ride a vicinity or event, such as exploring Antarctica or assembly a hammerhead shark. VR permits viewers to navigate and manage their experience. These videos are normally seen thru devices such as Oculus Rift or Google Cardboard.

11. Augmented Reality (AR) Videos
In this style video, a digital layer is added to what you are currently viewing in the world. For example, You can point your phone’s digicam at your residing room and AR would enable you to see how a sofa would look in the space. The IKEA Place app is an extraordinary example of this.

12. Personalized Messages
Video can be a creative way to proceed with a conversation or respond to anyone by using email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalised recommendations. These movies create a delightful, special moment for your potentialities and can drive them in addition down the purchase journey.

The Video Production Process

Before you set up, record, or edit anything, begin with a conversation about the reason of your video. Why? Every selection made all through the video introduction technique will point returned to your video’s motive and what motion you’d like your target audience to complete after observing it.

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And, of course, except a clear purpose agreed upon with the aid of your team, you’ll discover yourself in a whirlwind of re-shooting, re-framing, enhancing … and losing a lot of precious time.

There are generally a lot of players when making a video. How can you ensure they’re all aligned?

Create a questionnaire using Google Forms or SurveyMonkey and ignore it alongside the stakeholders of the project. This way, you can ask the identical questions of absolutely everyone and mixture your answers in one place.

Who’s your target audience? What customer persona are you targeting? This may be a segment of your company’s ordinary buyer persona.
What’s the goal? Is it to extend company awareness? Sell more match tickets? Launch a new product? Ultimately, what do you choose your target audience to do after gazing the video?
Where’s the video going to live? On Facebook? Behind a touchdown page form? You ought to start with one goal area — where you be aware of your target audience will find out the video — before repurposing it for different channels.

When’s it due? Always start with a timeline. A video on which you have a few months to work will have very a special finances and innovative scope than a video needed in a few days.
What’s the budget? Video can be expensive, however, it doesn’t have to be … if you set a budget. Do your research and set sensible parameters, mainly earlier than you reply to the next question.
What are the creative requirements? With your budget, skills, and sources in mind, assume about the innovative roadblocks that may arise. Do you want a designer to create lower 0.33 graphics? Are you going to create an animated video or a live motion video?

What will represent success for the video? Choose a number of key overall performance warning signs that correspond with your video goals — or hop down to the chapter in this guide on measuring and examining video.

Step 1: Scripting Your Video

There are a time and area for movies to be off-the-cuff and totally unscripted. You have tear-jerking documentaries, vlogging rants, and, of course, the holy grail: cat videos.

That being said, most business videos need a script.

If you skip this step, you’ll discover your self-editing greater than you want to, releasing a video longer than it ought to be, and likely losing your target market along the way.

Start writing your script the way you would begin a weblog post — with an outline. List out your key factors and order them logically.

Do all of your draftings in Google Docs to promote collaboration and real-time commenting. Use the “Insert > Table” feature to undertake one of television’s ordinary script writing practices: the two-column script. Write your audio (script) in the left column and insert matching visual ideas in the proper column.


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Photo Credit:HubSpot

Don’t make the viewer wait until the last seconds to understand the reason for your video … we promise they won’t stick around. Similar to a piece of journalistic writing, encompass a hook close to the establishment that states the cause of the video, specifically for instructional and explainer videos.

Notice, in our instance below, that we don’t let the audience get previous the second sentence except grasp what the video will be about.

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Photo Credit:HubSpot

As you commence creating videos, you’ll word a key difference between scripts and your regular enterprise blog publish — the language. Video language must be relaxed, clear, and conversational. Avoid the use of complex sentence buildings and eloquent clauses. Instead, connect with your target audience by using writing in first individual and the usage of visual language. Keep the language concise, but avoid jargon and buzzwords.

Following the “Little-Known Instagram Hacks” example, word how a part from the authentic weblog publish should be changed for video with the aid of the usage of much less phrases and relying on visuals.

Blog Post Version: “When someone tags you in an image or video on Instagram, it’s automatically added to your profile beneath “Photos of You,” except you opt to add tagged photos manually (see the subsequent tip). To see the posts you have been tagged in, go to your very own profile and click the person icon beneath your bio.”
Video Script: “The better your following gets, the extra people will tag you in their posts. You can locate all of these under the “Photos of You” tab on your profile.”
Most video scripts are quick … likely shorter than you think. Keep a script timer on hand to test your script size as you write and edit. For example, a 350-word script equates to a video that is almost 2 minutes long.

Words on paper sound a lot extraordinary than they do when reading out loud. That’s why we motivate organizing a desk examine of your script earlier than you begin filming. The factor of a desk study is to clean out the kinks of the script and nail down inflection points.

Have a few humans (writer and Genius included) collect around a desk with their laptops and read the script more than one times through. If you by chance say a line distinctive than what the script prescribes, suppose about why and consider changing the language to make it sound greater natural.

Step 2: Understanding Your Camera(s)


Too often the fear and uncertainty of equipment continues agencies from attempting out video marketing. But studying to shoot video doesn’t have to be overwhelming.

It’s in all likelihood you have a great, easy-to-use digicam right in your pocket: your iPhone.

Shooting with Your iPhone


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Before filming with your iPhone, make sure your gadget has adequate storage. Also, don’t forget to enable your iPhone’s Do Not Disturb feature to keep away from distracting notifications whilst filming.

Once you open the iPhone’s camera, flip your phone horizontally to create the first-class possible viewing experience. Then, go shut sufficient to your subject so you don’t have to use the zoom feature — it often makes the closing video seem to be pixelated and blurry.

Your iPhone might do a tremendous job of focusing on the challenge when you take photos when it comes to video, the camera will proceed to adjust and re-adjusting as you cross round the scene. To solve this problem, lock the publicity before you press record. Hold your finger down on the issue of the video till a yellow box seems with the words “AE/AF Lock”.

Shooting with Prosumer and Professional Cameras

While iPhones are terrific for filming on the fly or becoming acclimated with video, at some factor you may feel ready to graduate up to the subsequent model. With all the digital cameras on the market, there are a ton of options to pick from. Below we’ve identified a few alternatives to simplify your search.

The first choice you make will be between purchasing a “prosumer” digital camera and an expert Camera.

Prosumer cameras are considered the bridge between fundamental compact cameras and more advanced cameras. They’re perfect for anyone fascinated in developing greater video but wants the alternative to just press record. Most have a constant lens to maintain things simple.

Professional cameras, like DSLRs, provide you with exceptional manage over the guide settings of capturing video and permit you to achieve the shallow depth of discipline (background out of focus) that human beings rave about. While they’re specifically used for photography, DSLRs are exceptionally small, work high-quality in low light situations, and pair with a large range of lenses — making them perfect for video. However, DSLRs do require some coaching (and extra purchases) of lenses.

If you’re involved in going the prosumer route, take a look at the Canon PowerShot ELPH 340. The GoPro HERO7 is another enjoyable choice for adventurous shoots with lots of movement.

Considering the price of a DSLR camera, research your picks and examine plenty of reviews. Top of the line options (from most expensive to least) includes the Sony Alpha a7SII, Nikon D810, and Canon EOS 5D Mark IV. For an extra good value option, check out the Canon EOS 7D Mark II, Canon 80D, Nikon d3300, or Canon EOS Rebel T6.


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Understanding Your Camera’s Manual Settings

If you select a DSLR, there are a few settings you need to recognize before your first shoot: body rate, shutter speed, ISO, aperture, and colour balance. Definitely keep your digital camera nearby as you examine — guide settings can appear quite summary without testing them for yourself.

But earlier than we dive in, we prefer to stress that this is a high-level overview of every setting. If you locate yourself wanting more, dive in and do some of your personal research. There are masses to examine about how to manipulate these settings and use them collectively to create exclusive looks.

Lastly, there will be a special approach for adjusting these settings primarily based on your unique camera. Always refer to your camera’s preparation manual.

Frame Rate

As with video concepts, there are tons of customization options. The most fundamental customization alternative when it comes to body rate is capturing your video at 24 frames per 2nd (fps) or 30fps.

Video professionals frequently credit score 24fps with an extra “cinematic” look, while 30fps is more common, especially for movies that want to be projected or broadcasted. An excellent rule of thumb is to ask the end consumer of your video what his or her preferences are and shoot based on that. Then, be positive your resolution is at least 1920 x 1080 to maintain high-quality footage.

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Photo Credit:HubSpot


Once you’ve set your frame rate and decision in your camera’s settings, it’s time to decide your aperture, shutter speed, and ISO. Be positive to turn your camera to manual mode to manipulate these settings.


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(While we’ll outline each of these individually, be aware of that these three variables are meant to work in tandem with every other. In fact, many photographers use the time period Exposure Triangle to describe how they relate to light and how it interacts with the camera.)

Aperture refers to the dimension of the opening in the lens. Like a human eye, a lens opens and closes to manage the amount of light reaching the sensor. Aperture is measured in what’s referred to as an f-stop. The smaller the f-stop number, the greater open the lens is, while a larger number ability the lens is greater closed.

What does aperture suggest for your video? When a lot of mild comes into the digicam (with a low f-stop number), you get a brighter photo and a shallow depth of field. This is awesome for when you prefer your situation to stand out in opposition to a background. When less mild comes into the digital camera (with a high f-stop number), you get what’s called deep depth of discipline and are able to preserve focus across a large element of your frame.

Shutter Speed

To recognize shutter speed, we first have to talk about photography. When taking a photo, shutter pace refers to the length of time the camera’s sensor is uncovered to light. Think of it as how rapidly or slowly the digital camera blinks.

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If you’ve seen a flawlessly timed image of a hummingbird reputedly frozen in time, you’ve witnessed a very quick shutter speed. Meanwhile, an photograph of a rushing river with the water blurring together was once possibly taken with a sluggish shutter speed.

Shutter speed is measured in seconds, or in most cases, fractions of seconds. The greater the denominator of the fraction is, the faster the shutter speed. So, 1/1000 would be faster than 1/30.

But what does shutter speed mean for video? We won’t go too deep into the science of shutter speed, however to choose the enough setting, you’ll have to do a little math. First, multiply your frame charge via 2. So if you’re capturing in 24fps, that would be forty eight This range turns into the denominator of your shutter velocity fraction.

Since shutter velocity is solely accessible in a few increments, you’ll need to spherical 1/48 up to the next closest setting: 1/50. Here are some frequent shutter speeds and how to calculate them:

At 24fps, 24 x 2 = 48, equalling a shutter velocity of 1/50
At 30fps, 30 x 2 = 60, equalling a shutter velocity of 1/60
At 60fps, 60 x 2 = 120, equalling a shutter speed of 1/20
Remember, this system is just a guideline for choosing shutter speed. Traditionalists stick to these calculations, but there’s always room to tweak shutter speed slightly to obtain a preferred effect. In the case of video, rules can be broken — as long as you have a accurate adequate reason.


Last in the Exposure Triangle is ISO. In digital photography and videography, ISO measures the camera sensor’s sensitivity to light. On your camera, you’ll see the settings referred to with numbers in the hundreds or hundreds (e.g. 200, 400, 800, 1600, etc).

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The higher the number, the extra touchy your camera is to light … the decrease the number, the much less sensitive. ISO additionally influences the graininess of the image. Low ISOs produce a crisp shot, while excessive ISOs create a more noisy, grainy shot.