Digital Video Marketing: Best Practices

Video has quickly become one of the top digital mediums in the marketing world. Many audiences prefer video over text due to its engaging nature, simplicity, compelling content, and easy access.

This has led many brands to adopt the use of video to connect with their consumer base. In fact, over 85 percent of brands now use video as a marketing tool, and this number continues to grow.

Regardless of your experience on the subject, anyone can produce an effective video campaign. Videos make a world of difference in marketing, and help to elevate your brand, but it is important that it is done right. Let's take a look at some of the best practices for digital video marketing:

Visuals:

For an effective, professional looking video campaign it's not necessary to drop thousands of dollars on expensive equipment. Here are a few simple visual tips to follow in order to achieve success on a budget:

1. Lighting

Lighting evokes emotion and sets the tone of any video, so naturally it has a great effect on the outcome of your video and is something you’ll want to pay attention to.

To begin with, it's important to make sure there is a good balance between natural and artificial light to avoid an unevenly lit shot. To bypass such complications, make sure that your primary light source is dominant and consistent.

This can be done on any device from a DSLR camera to an ihone. Take a look at some of our tips on taking professional looking photos for social media with an iPhone.

Before you start filming a person, make sure to play around with the light source on your subject’s face for the best result. Check out these tips on how to properly light a face.

ways to light a face — lighting a face through different angles

2. Background

Although it may vary depending on the type of video you are producing, keep in mind that your background should generally be clean and professional with minimal distractions that may take away from the main focus of the foreground

Additionally, be sure not to film directly in front of a mirror, window, or any other reflective area to avoid seeing the camera in the final cut.

3. Rule of thirds

In any piece of visual media, the rule of thirds is a technique used to draw the viewer's attention to a particular subject.

Essentially, assume that your shot is divided up into 9 sections with an equal 3 by 3 grid. Instead of placing your subject directly in the center, place it or them on one of the vertical lines to allow for a more authentic and aesthetically pleasing viewing experience.

Learn more about the rule of thirds by checking out our article on best practices for social media content creation.

rule of thirds visualization — Visualizing the rule of thirds

4. Variety

When filming, make sure to capture a variety of different takes from a variety of different angles if possible.

It's important to film many different takes as a precaution just in case, for whatever reason, your first one won't work in the final cut.

Different angles of the same shot give you options to choose from in post production. Additionally, switching between angles in your final piece adds a sense of attraction and makes your videos look more professional.

Content:

Digital video marketing relies heavily on content. Boost your video marketing and brand strategy with these content tips:

1. Identify target audience

your target audience is a group of individuals to which your content is aimed. They can be grouped based on demographics, psychographics, or other behavioral factors

Knowing exactly who your target market entails will help you identify their core needs and allow you to produce content that will best resonate with them.

Check out these tips from Square to help you identify your target audience.

2. Hook

Capturing your audience's attention in the first few seconds of your video is essential for its success. In fact, studies show that you only have around three seconds before your audience loses interest.

Therefore, make sure that you deliver the message of your brand, and say what you need to say early in your video.

3. Tell a story

The best videos in the marketing world have some stories attached to them. Storytelling is one of if not the most effective way to deliver your brand message.

This is where knowing your audience comes into play - in knowing what they desire, you can connect with them on an emotional and passionate level. Creating an arc and making your story relatable can help you achieve this effect.

Check out this campaign from Clif as a good example of how to tell a story

4. Design for no sound

Today most video is viewed on mobile devices. In fact, studies show that over 57% of global video viewing is mobile.

Because this is the case, users often find themselves in scenarios where they cant listen out loud, or sound doesn't play automatically. Therefore, it is important to design a video that also makes sense without sound.

This could be as simple as adding subtitles, animation or other visual cues to get your message across. Use your creativity to figure out additional ways to grab and retain the viewers focus without relying on sound.

5. Analytics

Lastly, and perhaps most importantly, it is important to measure and track the success of your videos in order to keep producing the best result.

Take note of views, click through rate, and other metrics. Use these analytics to develop a style and strategy that works best for your brand.

For more information, check out are article on tracking analytics

Take some time to review our tips on how to best produce videos for Instagram and Tiktok.

Be sure to take advantage of this growing trend in the digital world. Producing great video content doesn't have to be a financial and time consuming burden on your brand. Follow these steps and you will be well on your way to creating a successful digital video campaign.

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