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Jun 23, 2025
A solid video marketing strategy is no longer optional. It’s the backbone of modern content.
In 2025, 91% of consumers say video quality impacts their trust in a brand, and nearly every brand with a pulse is using video to drive engagement, conversions, and that all-important cross-platform repurposing.
And yet so many teams are still stuck in “post and hope” mode. No clear strategy, no intentional formats, just vibes and a hope that the algorithm is feeling generous that day.
Consumer survey chart showing that 91% believe video quality affects their trust in a brand.
I recently sat in on the Video Marketing Lab and took notes on what the standout brands are doing differently. TL;DR: there’s actual strategy behind the chaos. And it’s a lot more repeatable than you think.
This guide is a breakdown of what’s working: how to choose formats that don’t fizzle, build a video scheduling cadence that doesn’t burn out your team, and set up a video marketing strategy that feels less like a gamble and more like a growth engine.
Let’s get into it!
Video marketing is the art and science of using video content to convey your brand’s story, build authentic connections, and drive meaningful actions. Video marketing helps brands craft content that resonates deeply with their audience, triggers emotions, and sparks engagement.
Don’t believe me? Just look at this video from Zendesk:
This type of content comes in many forms and shapes. It ranges from educational tutorials on YouTube to behind-the-scenes moments on Instagram or customer reviews on TikTok.
With the right content strategy, videos become a tool for trust, loyalty, and conversions.
Platforms like YouTube and TikTok have changed how we consume content. Users spent around 17 hours per week watching video content in 2023 alone.
If you’re a brand, it’s time to rethink your approach. Make sure your content and social media marketing strategy taps into all this potential.
Video increases engagement but builds deeper relationships with your audience. Brands in industries like fashion, beauty, lifestyle, tech, and fitness have already reaped the rewards.
For example, beauty brands like The Ordinary are using product demos and tutorials on Instagram Reels and TikTok. Meanwhile, tech companies are driving high engagement through product unboxings and explainer videos on YouTube.
As seen in their Times Square billboard campaigns, Blindspot practices what they preach, creating content that commands attention and sparks dialogue
Via Matei Psatta at the Video Marketing Lab.
A video marketing strategy involves using video content to drive engagement, build brand loyalty, and achieve measurable goals. Easier said than done, right? Let’s get into specifics.
If you don’t know where you’re going, how will you know when you get there?
Your video marketing goals should be aligned with your overall business objectives, and for that, you need to start by identifying what success looks like.
Is it brand awareness? Increased sales? Lead generation? The key to success here is specificity.
If you’re learning how to build brand awareness, your video content strategy will look very different from a campaign focused on direct conversions.
For example, if you are a B2B SaaS company, your goal might be educating potential customers and building trust through webinars and thought leadership content.
If you’re a B2C clothing brand, your goal might be to build brand loyalty and community through behind-the-scenes footage or influencer collaborations.
Make sure your KPIs are well-defined and measurable. Are you looking at video views? Engagement (likes, comments, shares)? Click-through rates? Or, at the end of the day, how many actual conversions or sales are generated through video content?
A smart goal would be to increase YouTube engagement by 20% over the next three months by publishing a series of product videos and tutorials.
You need to know what type of content resonates with your audience and where they consume it.
Are you targeting professionals on LinkedIn who prefer in-depth product demos and educational content? Or are you aiming to reach Gen Z on TikTok with fun, authentic, and highly shareable videos?
Platform-specific behavior on social media sites is important:
YouTube rewards high-quality, educational long-form content and personal branding. When developing your YouTube content strategy, focus on what the platform does best. In B2B, specifically, it’s ideal for brand videos, demo videos, how-to videos, and longer entertainment formats.
Instagram Reels is ideal for creative showcases, quick tutorials, and brand storytelling. It rewards high-quality videos that bring relevance and value to the platform. You’ll also find lifestyle content (e.g., BTS video footage of the video creation process itself) and funny skits there.
So, more than the content itself, you need to understand the context in which video content marketing is consumed.
What are your audience’s pain points? What emotions do you want to evoke through your content? Know these elements to craft effective video marketing.
Not all platforms are created equal. For example:
LinkedIn is home to professionals, where long-form content like case studies and thought-leadership videos thrive. To maintain consistency, schedule LinkedIn posts in advance to ensure your thought leadership content reaches your audience at optimal times.
YouTube is where people go to learn, binge-watch tutorials, or watch unboxing videos.
Instagram is driven by aesthetics, so creative and polished videos that convey your brand’s personality are key.
TikTok is for dynamic, authentic content, largely because its algorithm focuses on showing users what they want to see. Videos that aren’t heavily edited or polished often resonate more with users.
The type of content you create and how you craft your message determines whether your audience will care enough to watch, share, or engage. Different video types serve different purposes:
Educational videos work well across YouTube and LinkedIn (although LinkedIn has removed the video tab — for now), as they help establish authority and build trust over time.
Behind-the-scenes footage makes your brand more relatable. This works best on TikTok and Instagram, where users are drawn to authenticity.
Product demos or unboxings can help in both B2B and B2C contexts — especially on YouTube for B2B or Instagram for consumer products. They showcase how your product solves a problem.
UGC shows real-world validation of your product or service and is a powerful way to build brand loyalty. Platforms like TikTok and Snapchat thrive on this type of content.
Storytelling is key to any effective video marketing strategy. What’s your brand’s narrative, and how are you conveying it across the entire video? Think about your brand’s journey or the problems your product solves.
Instead of focusing on product features, highlight the story behind your brand. Share your journey, the problems you solve, and the impact you make. Help your audience relate to your brand and feel genuinely connected, not just sold to.
3-month phased video marketing plan detailing actions from content creation to campaign planning.
Planning your video marketing strategy means creating a structured, time-bound roadmap that works. You want to map out your video content and strategy for the next 30, 60, and 90 days (according to the 30-6-90-day rule).
It allows you to create video content ahead of major events like product launches, promotions, or seasonal pushes.
For example, in Planable, you can schedule social media posts and visualize your video pipeline of video marketing content (and more), drag-and-drop to reschedule posts, and color-code your campaigns. Factor in content creation time, approval processes, and the necessary editing.
A collaborative content calendar showing scheduled posts, client approvals, and real-time team interactions.
TikTok videos should be attention-grabbing and often trend-driven, relying on great storytelling and catchy audio to maintain engagement.
YouTube, however, favors longer-form content that’s informative, such as how-to videos or brand stories. Users expect more in-depth value there.
Instagram is ideal for polished, visually appealing content: from lifestyle shots to short educational videos or behind-the-scenes footage.
Quality video content doesn’t require a big-budget Hollywood production. Keep in mind that it does need good video planning and key resources like talent, good lighting, sound, and props.
Allocate a portion of your budget for these elements, but also for video editing and post-production, as well as potential ads.
Additionally, make sure you have a clear content approval workflow. Video content usually involves multiple stakeholders, so clear communication and deadline setting for approval will help your digital marketing strategy flow.
Each step needs careful attention for a streamlined process and high-quality output. Here’s how to approach it:
Before shooting, assess the equipment required. Don’t overcomplicate it, and instead, start with a solid camera and decent audio equipment. Lighting is essential for creating a professional look, so even budget-friendly softbox lighting can make a big difference.
Scriptwriting doesn’t have to be complicated. In fact, keep it “stupidly simple”. You don’t need to impress with fancy words or convoluted sentences. The goal is clarity. You want your message to resonate with your audience, not get lost in fluff.
When writing your script, always start with the question: “What do I want the viewer to walk away with?” Once you have that, build your script around that one clear goal. Don’t overthink it. Break the message down into small, digestible pieces.
A visual roadmap of your video helps you maintain consistency. It’s a tool that helps make sure the shots flow logically and saves time during filming. Even a rough sketch is better than flying blind. Make sure your storyboard reflects your script’s pacing.
Canva offers customizable storyboard templates. Plus, Adobe Spark has a free, easy-to-use storyboard feature. You can create slides or scenes and add visual components to each frame.
When sourcing talent, consider the role’s requirements, budget, and availability. If you’re working with a team, clearly communicate expectations and secure approvals early.
For actors, voiceovers, or influencers, make sure their style aligns with your brand’s message. Always have contracts in place, and confirm their commitment before finalizing.
Don’t forget to factor in rehearsals, shoot schedules, and any union regulations or team approvals, if applicable.
When selecting locations, always ask yourself if the setting supports your narrative. Consider lighting, background noise, and accessibility.
Natural light works best, but be mindful of shadows and glare. All in all, try to choose visually compelling settings that build upon the story for your intended audience.
Filming scenes requires precision in visual storytelling and technical execution.
For lifestyle videos, a mix of A-roll (primary footage) and B-roll (supporting footage) can add depth and variety. For product reviews, a green screen effect can be most compelling. During this stage, a video editor can best align your content to fit the video strategy.
Still, every professional video, whether a casual lifestyle clip or a B2B product demo, needs:
The first few seconds are crucial to capture attention, so lead with something compelling, like an intriguing question, a surprising fact, or a bold statement.
Even for an information-heavy video, you still need a strong narrative thread. Break down the features and benefits of the product in a way that feels relatable and engaging.
Don’t risk legal issues or copyright takedowns. Use platforms like Epidemic Sound, Artlist, or PremiumBeat to find royalty-free music that complements your brand.
Always check the licensing terms to guarantee you’re covered for all potential uses of the online videos.
The editing process is where your story comes to life. First, cut anything that doesn’t serve your narrative, like a slow shot or redundant information. Less is more, so keep the pacing tight to maintain viewer interest.
Focus on building a clear, coherent story. For example, in B2B videos, even though it’s more formal, a narrative arc with a clear problem/solution structure will engage your audience.
Visual cues and text overlays can reinforce key points without overwhelming the viewer. Don’t forget about color grading and audio, as well as sound quality.
Before finalizing any video, seek feedback from multiple stakeholders (creative, strategic, and even sales teams).
Look for potential issues in messaging, tone, and clarity, and be open to constructive criticism, especially when it’s backed by data.
If your video isn’t hitting the mark, it’s better to catch it in review than after it’s been published.
PS: In Planable, you can manage the entire review and approval process from one intuitive dashboard used to schedule, edit, and publish the actual video.
A content review workflow where team members and clients approve posts and exchange feedback in one place.
Post-production is where the magic happens, and it’s often the stage that gets rushed. Don’t make that mistake.
Smooth transitions, pacing, text overlays, and delivering a message that resonates are all important in keeping social media users engaged.
Although the European Accessibility Act is set to come into motion on the 28th of June, and it requires content to be more accessible, captions also boost engagement, particularly for users watching without sound (which is common on social platforms).
These elevate the overall production value and make your video feel high-end and more aligned with your brand’s aesthetic.
Errors or inconsistencies in the final version of your video can negatively impact your brand image. Give post-production the attention it deserves.
The best time to post isn’t always obvious, and without data, you could miss out on peak engagement times. Scheduling gives you the ability to analyze and plan when your video viewers are most active, which boosts the chance of your content being seen.
For example, if you know that your target audience engages with content more on a Tuesday morning than a Friday afternoon, that insight is valuable. Scheduling your videos accordingly can give you a significant advantage.
It also allows you to align event videos with ongoing campaigns, product launches, or seasonal trends.
PS: Planable allows you to easily visualize your content calendar. With Planable, you can schedule across multiple platforms like Instagram, TikTok, and YouTube at once, then adjust posts based on video analytics.
Repurposing content is a goldmine for time-strapped video marketers and one of the smartest ways to extend the life of your content.
The key here is to not just post the same thing across platforms but to tailor the content to the unique strengths of each one.
For instance, a full-length educational YouTube video can be transformed into several bite-sized TikToks or Instagram Reels, all linking to your website and thus boosting rankings on search engine results pages.
Take a webinar you’ve hosted and break it down into multiple short-form videos, each focusing on a key topic or lesson. These can be shared over several weeks so that your content keeps flowing without having to shoot new footage every time.
But don’t stop at repurposing.
For example, sharing a 30-second teaser on Instagram Stories with a swipe-up link to your full video on YouTube encourages cross-platform traffic.
Even simple tactics, like linking your TikTok to your Instagram bio or sharing a teaser of your YouTube video on Facebook, can help you reach new audiences via a well-thought-out marketing funnel.
Blindspot’s funnel model showing how content drives progression from views to brand ambassadors. Via Matei Psatta at the Video Marketing Lab.
Once your content is live, measure:
This shows how much of your video viewers are watching. Higher watch times typically indicate strong engagement and good content quality. If people are dropping off early, this signals a need to refine your hook or pacing.
These metrics measure how much your audience interacts with the video. A strong engagement rate tells you your content is resonating. If the engagement is low, consider changing your call-to-action (CTA), adjusting the video’s tone, or experimenting with different video types.
This tells you how often viewers are clicking on links or CTAs. If your CTR is low, reconsider your CTA, its placement, and how clearly it aligns with the video style.
Measure how many of your viewers are taking the desired actions (signing up, making a purchase). A high conversion rate signals your content is effective in moving viewers along the marketing campaign funnel.
If a certain type of content (e.g., behind-the-scenes or tutorial videos) is performing better than others, consider creating more of that.
Similarly, if you’re getting great engagement with shorter videos, but longer videos are losing views, adjust your content length and video process accordingly.
Feedback comes in many forms. Instead of just views and likes, think of watch time, comments, and shares. Only thorough content research will tell you what your audience truly wants.
Robert Tatoi, founder of Play Vertical
Stop relying on gut feelings and let the data guide your video strategy. Maybe your audience prefers shorter, punchier content over longer explainers, or behind-the-scenes footage rather than polished demos.
When videos underperform, analyze the metrics to understand why and what your audience is actually looking for.
Video marketing is an ongoing process of testing, refining, and evolving. You won’t hit the perfect shot every time, which is why incorporating video into how you create content starts with a “fail-fast” mindset.
Try something, measure how it lands, adjust if needed, optimize based on what works, and keep moving forward. Don’t reinvent the wheel with every video, but rather double down on the formats and approaches that resonate, as long as they work.
And if you’re ready to jump into your video marketing strategy, give Planable a try. The platform helps you schedule, plan, and collaborate on your content with ease. Plus, with 50 free posts to start, you can experiment without any pressure.
Maria is a content marketer, SEO copywriter, and social media specialist with experience working for a wide range of B2B businesses. She loves to keep up with the evolution of digital marketing, particularly in areas such as social media management, content, SEO, and PR. She is passionate about her work and loves to add a unique spin to any topic.
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