Every brand needs a video marketing strategy – but this isn’t new. What’s new is how important it has become on every platform.

72% of consumers are watching more videos online than they were a year ago.

Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts - especially for your social strategy.

Video has transformed how businesses market and consumers shop by revolutionizing how salespeople connect with and convert prospects. It has also changed how service teams support and delight customers. There isn’t an aspect of your small business that digital marketing - specifically video marketing - can’t help.

Video Types

With ever-growing social media platforms, short-form videos have become a vital tool in promoting your business. There are many social media platforms and different types of videos that work best for each one.

The 12 most popular types are:

  • Demo Videos
    • Used to demonstrate how particular software works.
  • Brand Videos
    • Encompasses your brand’s mission and position.
  • Event Video
    • Recaps the last event your company attended or hosted.
  • Expert Interviews
    • Interview your senior leaders on the subjects they’re most knowledgeable about to educate your audience.
  • Education or How-Tos
    • Show your audience how it is done. For everything from How To Run Payroll to How To Install a New Light Fixture.
  • Explainer Videos
    • Short online marketing videos used to explain your company’s product or services.
  • Animations
    • Use charts, images, or graphs to promote and advertise your company’s product or services
  • Case Studies and Customer Testimonials
    • Highlights your best customers and let them do the talking for you.
  • Social Media Live Videos
    • Want to show new inventory at your store? Go live to give followers the ‘first look.’
  • 360° and Virtual Reality (VR) Videos
    • Provide your followers the full impact of them being in your store or experiencing what your business has to offer.
  • Augmented Reality (AR)
    • Let customers believe they are living with your product or experiencing your service.
  • Personalized Messages
    • Track the activities of your prospects and allow an algorithm to determine which content to serve them.

After you decide which type of video is best for your message, you’ll have to plan the rest of your shoot.

Creating Your Video

Pre-production: Planning

Before you can shoot your video, you have to plan out all aspects of it. You may want to start with a simple questionnaire, asking:

  • Who’s your target audience?
  • What’s the goal?
  • Where’s the video going to live?
  • When is it due?
  • What’s the budget?

Once you determine the purpose, next comes the script. This part of the project is extremely important in planning your video as it will directly affect how your video will turn out.

Once you’ve planned your video and wrote your script, you must have the equipment to make your video!

Pre-production: Equipment

Next is your capturing equipment. Advanced technology has provided an easier way to make eye-catching material.

Now, what equipment should you use? How do you go about finding the right materials?

Many factors determine what equipment to use. There are also many opinions on what’s the best equipment to have on hand. A lot of companies will outsource their productions because of this very reason.

Understanding what equipment is best for your production is extremely important but knowing how to work your equipment is a must. You may say “Oh, I can just turn the camera on and viola – ACTION!” But in reality, it is much more than that!

Knowing camera settings like ISO, frame rate, f-stop, shutter speed, aperture, white balance, and focus are all key to capturing the right scenes to please the eyes of your customers. Brush up on these keywords so you know how to capture the best elements of your storyline.

Pre-production: Location & Talent

Once you’ve established your script and capturing equipment, you now need to establish where your filming will begin. Whether it be in an in-office studio or just in a general area, it will all depend on your storyline. If you chose an office studio you probably prepared a budget for studio equipment such as audio and lighting. Setting up depends on the storyline as well.

Now that you have your equipment, script, and location, let’s find your talent. Not everyone is an actor, but if you do have some enthusiastic and confident actors in your company – consider yourself lucky! No matter if it’s your first video or your twelfth, getting in front of a camera is always scary (which is why I am always behind the camera).


Be sure to give both your crew and talent ample time to plan and shoot the video. Ensure they have the script in advance so that they can get a feel of posture, presentation, and the chance to build confidence in their part.

Memorizing the script is not a requirement. Even professional actors have a hard time memorizing their lines. Which is why you film in sections and work on one paragraph at a time.

Capture multiple clips, capture plenty of b-roll, which is extra footage used to enrich the services or products you provide and begin your editing!

Post-production: Editing

You have all of your footage, next is what is arguably the most time-consuming part of video production: editing.

Take your script and storyboard and bring it to life while you edit. If you’re not familiar with editing software, here are a few of the most common, classic options:

  • Adobe Premiere Pro
  • Adobe Premiere Rush
  • Apple iMovie

While editing, you will need to choose what music cues to use, record or acquire any voice overs that are needed, and work out your timeline.

Now, once strategizing, filming, and editing is done, what do you do with your video?

Publishing Your Video

Where to Publish

This is when social media comes into play. There are many platforms to publish your video with, YouTube being the first. YouTube is highly addicting and can cause viewers to keep clicking through videos for hours.

Another popular video channel is Vimeo. Unlike YouTube, Vimeo has limited ads that would otherwise detract your viewers’ experience. The upload quality is much greater than most platforms, which make it a favorite for digital marketing.

Then there are platforms such as Facebook, Instagram, Twitter, and Vidyard.  For those of you who haven’t heard of Vidyard, it is an online video platform that allows you to increase leads, accelerate your pipelines, and delight your customers. For corporations, it is YouTube or Vimeo.  Both allow you to keep track of visitors and turn them into potential customers or clients.

Where you choose to publish your video can depend on your social media status, but I would suggest publishing it on as many platforms as possible. Plus, the social media algorithms will favor any native content – so start uploading!

Your Comprehensive Video Marketing Strategy

Too often, companies jump at the opportunity to create their first video. They often spend tons of money on an explainer video for their homepage, but as soon as the project is complete, all future video ambitions screech to a halt. On the other hand, plenty of businesses churn out a slew of social videos, but since they’ve simply replicated fads they’ve seen, their videos hardly consider their audience’s challenges or habits.

Considering the time, money, and resources involved, video marketing can’t be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to every facet of your business.

It's easy to feel overwhelmed with all this new information, but now that you know how to record your video, where to publish it, and how to engage with your target audience you’ll be well on your way to creating your brand’s strategy.

Now the challenge is turning your written blog into a video. Pick up a camera, start filming, and watch your engagement levels increase!

While You Produce Video, Let PrimePay Take Care of the Rest

A lot goes into running a business – from creating new marketing materials like video to payroll and HR tasks.

Thankfully for you, PrimePay can help with the latter. Let PrimePay handle those back-office tasks so you can begin your video marketing strategy today.

Click here to learn more or fill out the form below.