6 Video Marketing Tips and Best Practices

Have you ever found yourself scrolling and your attention was grasped by a video or a reel? The truth is, the engaging world of video content isn’t just for TikTok influencers or the folks behind insurance commercials (I mean, who doesn’t love Jake from State Farm?). Videos are powerful tools you should be using in your marketing strategy—whether on your site, in ads, or across social media.

Implementing the right online video marketing techniques can significantly boost your brand’s visibility and engagement. To help you craft a winning strategy, we’ve compiled some top marketing video tips and best practices. 

(We thought about turning this into a video, but our camera guy is currently on a “creative break” at the snack table.)

1. Plan, Plan, Plan

Don’t listen to your avant-garde filmmaker friends—creativity thrives with direction, and no successful video starts without a clear goal. 

Before diving into production, take a moment to map out your objectives. Are you looking to boost brand awareness, educate your audience, or showcase a product’s features? Setting clear goals from the get-go ensures your video marketing strategy remains focused and impactful.

Aim to create videos that are not just engaging but designed to convert. Storytelling is your secret weapon—present your brand or product in a way that’s relatable and authentic. 

Don’t forget to include a compelling call to action (CTA) that guides viewers to their next step. Because let’s face it, a great video is really only as good as the action it inspires.

2. Keep It Short and Engaging

With attention spans shrinking (TikTok’s 10-minute recording limit doesn’t mean your storytime needs to be twice as long), keeping your videos brief yet impactful is essential for a successful video marketing campaign

Here’s a handy guide for video lengths:

  • Landing Pages: 30-60 seconds to engage users and boost conversions.
  • Social Media: 15-30 seconds for Instagram or Facebook to capture attention quickly.
  • Personalized Ads: 70-90 seconds for a bit more storytelling without losing momentum.

Remember, viewers statistically begin losing interest within the first few seconds, so make sure to grab their attention fast and deliver your message clearly.

3. Use the Right Video Orientation for Different Platforms

Consider your marketing video and the platform where it will be shared. Here’s a quick breakdown:

  • Vertical Videos: Perfect for short-form social media content like Instagram Stories, TikTok, and mobile ads. They’re designed for the on-the-go viewer.
  • Horizontal Videos: Best suited for longer-form content and professional presentations on YouTube or your website. They offer a broader view and are great for detailed storytelling.

Consider shooting in horizontal format and then cropping for vertical use if needed, so you’re always prepared for different formats.

4. Essential Equipment for DIY Video Production

You don’t need a Hollywood budget to produce high-quality video for marketing. For small businesses, producing content yourself can be just as effective. With a few key pieces of equipment, you can make professional-looking videos right from your own setup:

Cameras

  • Panasonic LUMIX S5 II or Sony ZV-E10: These budget-friendly, versatile cameras are perfect for both short- and long-form content.
  • Fujifilm X-H2S or Canon EOS Mark II: Ideal for action shots and low-light settings, these cameras deliver crisp footage with a dynamic range.

Phone Apps

Want to shoot on your smartphone? These apps can elevate your video quality beyond standard phone capabilities:

These tools offer advanced features like manual focus, high-quality recording, and color grading, making your phone videos look like the “real deal.”

Editing Tools

You can polish your video, on your own, with these top-notch post-production programs:

Trim, color-correct, and add transitions for a professional finish. And don’t forget to save your final video in MP4 format to ensure it’s compatible across web and social media platforms.

5. Optimize Videos for Your Website

Videos can boost engagement and improve your search engine rankings. Here’s how to create a video website that works:

  • Video on Website: Make sure your videos are easy to find and include a catchy, informative thumbnail if applicable. Don’t allow them to hinder your site’s navigability. 
  • SEO: Optimize video titles, descriptions, and tags to boost searchability. Also, make sure your videos load quickly by using compressed, web-friendly formats—no one has the patience for watching that little loading circle do its dance.

6. Collaborate with a Video Creation Company

Let’s face it—not everyone has the time, resources, or expertise to create professional videos in-house. If you’re in that camp, partnering with a video creation company might be your best bet. At Proof Digital, we team up with video production experts to ensure our clients’ video marketing campaigns hit the mark and deliver the quality content that resonates with their audiences.

Ready to Take Your Video Marketing to the Next Level?

From working with you to craft a clear video marketing strategy to connecting you with top-notch production teams that bring your vision to life, Proof Digital turns your ideas into captivating video content. We help brands integrate videos seamlessly into their sites, ads, and social channels. 

An example of what we can do? Check out the Foster Success Impact Report. As you scroll through, notice the A-Roll, B-Roll, and full-length videos throughout. We are proud to showcase storytelling through video marketing.

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